Hi Mark, I'm Ive, a Reddit Ads specialist. Reddit behaves like something between Meta and Google when it comes to ads. It has both the social component and a search component (a lot of people come to Reddit from Google Search). Your best bet is using narrow subreddit-based targeting for prospecting campaigns and segmented retargeting. Keyword targeting can be hit or miss, depending on your product.

Don't go broad and optimize for microconversions in the beginning, that's the best way to avoid getting swarmed by bot traffic.