How to create a VKontakte advertising company. Targeted VKontakte advertising, how to use it effectively and what it is best suited for. Setting up targeted advertising "VKontakte"

Two facts. First: VKontakte is the most popular social network on the Russian Internet. Second: there are a lot of anti-cases on the network about VKontakte advertising - about how ineffective it is.

A simple conclusion suggests itself: not everyone can competently set up a targeted campaign from scratch. In this post, I tried to reveal all the nuances and tricks of the VKontakte advertising account, so that even a beginner can set up effective targeting.

Where to begin?

Decide on your target audience

Take the relevant data from Yandex.Metrica or Google Analytics (“Audience” tab in the left menu). If there is no information about the target audience, you need to build a hypothesis about who your potential buyer might be.

When you have decided on the target audience, choose the options for placing your advertisements. Will you advertise your VK community, or attract users to the site for conversion.

Next, create a general budget for the advertising campaign. Also, be sure to set a test budget, as you cannot launch a campaign without a test. First you need to check audiences, banners and all settings. Remember that testing takes at least 2-3 days.

How to calculate the budget?

To calculate, you need to know the formulas and indicators that are used in targeted advertising:

CPC - pay per click;
CTR - click-through rate, defined as the ratio of the number of clicks to the number of impressions, measured as a percentage;
CPM - payment for impressions (VKontakte you pay for 1000 impressions);
CR is the conversion rate.

You can use two formulas to calculate the budget, depending on which type of payment you will be using:

Budget \u003d Cost per 1000 impressions (CPM) / 1000 x Number of impressions.
Budget \u003d cost per click (CPC) x number of clicks.

Where can I get the CTR required for calculating? If this is your first campaign, use the average for VKontakte (for teasers - 0.03%, for the feed - a little higher). In the future, take the arithmetic mean of the campaigns.

Also, these formulas will be useful to you for calculations:

Impressions \u003d clicks / CTR.
CTR \u003d Clicks / Impressions.
Clicks \u003d Impressions x CTR.
Cost per 1000 impressions (CPM) \u003d budget / impressions x 1000.
Cost Per Click (CPC) \u003d Budget / Clicks.
CR (conversion rate) \u003d number of conversions / number of clicks.

Let's consider an example:

Send message

Our subscribers always get more.

When you have calculated everything, you can go to the VKontakte advertising account and create banners and targetings.

However, you can do it differently. First, go to the advertising office, set up approximate targeting in order to understand what the estimated cost you will have for clicks or impressions, and then do all the calculations and start creating banners and fine-tuning targeting.

How do I set the ad cost?

In fact, all audience settings affect the cost of advertising. Changing at least one leads to a change in the total amount. VKontakte always shows the reach of the target audience that matches your parameters and the recommended price in the right corner of the advertising cabinet.

Bottom line. At that price, you can reach roughly 70% of your audience.
Upper bound. At this price, you can reach over 90% of your audience.

It is impossible to reach 100% of the entire audience. Not all VKontakte users log into the network regularly, which means they will be able to see your ads.

What to choose: pay per click or per impression?

It all depends on the specific advertising campaign: many factors influence the payment method. But if you're just getting started with targeting, I recommend choosing pay per click. This will only pay you for specific clicks on your ad. If you choose to pay per 1,000 impressions, you run the risk of wasting your budget with poor targeting settings.

Be sure to set limits on all ads. This will insure you against unnecessary write-offs and help you control your budget.

How to work with the VKontakte advertising account?

Click on "Targeted Ads" and select "Create Ads".

Let's consider three main options for placing ads (VKontakte also offers ads in the VKontakte Application, but this is a topic for a separate post):

Communities.
Community entry.
External site.

1. Community Advertising

Click on the "Community" item and in the window that opens, select the group or page that you want to advertise. Click "Continue".

There are four ad formats that can be used to promote communities:

Image and text.
Great image.
Community promotion.
Special format.

All formats, except for the special one, will be shown to the user on the left - under the control panel. Therefore, this type of advertising, also called TGB - text-graphic block, is available only for the desktop. These ad formats have a shared auction.

Image and text

Ad format:

title - up to 33 characters;
description - up to 70 characters;
image - size 145x80 pixels.

This ad format is often used when one image is not enough, you need to add a description of the advertised object. It is recommended to use a call to action here, in order not only to inform the user, but also to induce to click on the ad to take the desired action: join the community, buy a product, and so on.

Large image

Ad format:

title - up to 33 characters;
image - size 145x165 pixels.

If you are using this type of ad, it is important to find suitable images, because the person primarily pays attention to the image. In this format, the picture is the basis of the ad. These banners get more attention.

Community promotion

Ad format:

The image is 145 × 145 pixels in size.
The title is immutable. Your community name is automatically pulled here. But if the name is more than 33 characters long, the text is cut off. Sometimes, for community ads in this format, it is recommended to temporarily change the name to a shorter one so that the ad looks good.
The number of subscribers.
Subscribe button.

The banner also indicates how many followers you have in your community, but the data is rounded. Additionally, there is a "Subscribe" button so that the user can become a member of the community in one click, excluding the extra step - the transition to the community. But if you are just starting to promote your community and there are not many members in it, this indication of the number of subscribers can turn off users.

Special format

A dedicated community ad format has been set up as a separate auction. These ads only compete with ads from other communities of the same format. Ads of a special format are shown in the user's VKontakte news feed.

In the case of using a special format for community advertising, the image must have a contrasting background, that is, the use of light background shades and white is unacceptable.

Ad format:

image - size 256 × 256 pixels;
title - unchanged, the name of your community is automatically pulled; by default, the title can only hold 33 characters, but in reality the title is truncated to 15 characters;
indication of the number of subscribers.

2. Advertising the post in the community

Recently, VKontakte added a new toolkit - now you can advertise not only specific posts from your community, but also make hidden posts. The latter will be advertised in the user's news feed, but will not be published in the community.

Which one to choose depends on your goals. For example, if you have only one post in the near future with important information, you can post it in the community, and then launch an advertising campaign.

If you need to advertise on many products, but you don't want to clog the community feed, then use hidden posts. In addition, you can create not one, but several banners for one target audience in order to conduct testing. In this case, hidden posts are also fine.

If you are creating an ad for an existing post in the community, simply copy and paste the link to that post into the blank window and click Continue. All targeting settings for the ad will open.

If you need a hidden post, click "Create post", select the community for which you will create an ad, and start designing the post.

To create such ads, you need to provide a link to the site page where you want to bring users. The domain will be pulled up automatically. Click "Continue" and proceed to creating your ad.

large image;
image and text.

Once you've got a creative idea and a great ad, you're ready to start setting up your targeting.

Setting targeting options

First of all, choose the subject of your ad and the subsection to which your ad belongs. There can be several subsections. These parameters are filled in for moderators. What you select here does not affect your audience settings. For some types of advertising, you must also include an age limit.

All further settings already apply to the audience that you choose to serve ads.

1. Geography of users

The column "Except" is needed to remove some localities from advertising. For example, you choose broad targeting for all of Russia, but exclude Moscow and St. Petersburg.

In the columns "Districts", "Metro stations", "Streets", you can specify certain locations where users will see the ad. For example, you advertise a store located in the Academic District of Moscow. You can consider residents of this area as potential buyers.

2. Audience demographics

We choose the gender and age of the target audience. The relevant data is taken from the user pages. But not everyone fills out full information about themselves, so when choosing, for example, targeting women aged 25-35, you do not take into account women who did not indicate their gender or age. For more precise tuning to the target audience, it is recommended to use other parameters.

The parameter "Birthday" can be useful for some goods and services. So, you can invite people who have a birthday soon to buy gifts with a special discount. There are cases where such a setting really worked.

Nescafe's campaign targeting female usernames and cities received over 1 million views in a month.

The user chooses his marital status independently. This parameter can also be used successfully. For example, if a girl was proposed to, she changes her marital status to "Engaged" and immediately begins to see ads for wedding dresses, stylists, photographers.

3. User interests

In this block, various interests are configured. You can choose one of the interests for each ad and track the reaction, or combine parameters to narrow the target audience. But don't narrow the audience too narrow! If you choose from two or more parameters, then only those users will be included in your targeting that match all the selected parameters at once, and not one of them.

The "Interests" parameter is a hobby specified by the user on his page. There are many interests, start typing the one you want in the field and it will automatically be pulled up if it is in the list.

Advice... Remember that users don't always fill their interests. And if they do, then in the future they either do not change them, or they do it very rarely. Therefore, interest targeting may not always produce the expected results.

Better to use Categories of Interests. They are calculated based on the user's interaction with the VKontakte communities and external sites of various topics. Now there are not so many categories of interests, and they are quite general. Soon, the VKontakte team promises to expand this list by adding narrower categories.

4. User communities

Another interesting option for customizing ads is “communities”. Here you can select any communities that you think potential customers might be. For example, if your audience is accountants, they are most likely subscribed to accounting publics, since it is important for them to keep abreast of news about changes in legislation.

Pay attention to the number of subscribers, their activity within the public, and the frequency of publications of the material. If the last post in the community was six months ago, it is unlikely to be interesting.

Advice... Use scraping services - there are paid and free ones that will help you segment your audience more accurately. Including parsing services, you can collect subscribers of communities of the desired topic, identify among them active ones who are in several communities.

The Except option allows you to remove from targeting communities that you do not want to advertise to. They often indicate their community here, whose subscribers are already aware of news and promotions.

5. Apps and sites

Here you can specify the sites on which the user is authorized through his VKontakte account, or with the help of various applications that the visitor uses. They can be excluded from targeting.

Also, VKontakte allows you to choose the religious affiliation of the user.

If you mark travelers, the service will collect all users who have visited the VKontakte website from at least two different countries in the last year.

6. Education and work

When choosing a secondary or higher education, the service allows you to select certain educational institutions and training times.

You can also select user positions. Data for this parameter is collected from users' personal pages.

7. Additional parameters

Devices, operating systems and browsers used by users can be selected from the proposed list. It is enough to start entering the required parameter.

But let's take a closer look at audiences for retargeting.

This is a very important parameter that you should definitely use if you have your own website.

How does retargeting work?

Retargeting - a tool that allows you to show advertising materials to users who are already familiar with the product or service or have visited the site before.

Retargeting allows you not to miss out on warm leads. So, if a person came to the site from contextual advertising, looked at the product or even put it in the basket, but did not buy in the end, VKontakte retargeting will help "catch up" the user on the social network. Thus, you increase conversions on the site.

For VKontakte, it is better to collect an audience of at least 1000 people, but it is better to start with 3000 or more users.

To set up retargeting, you need to generate a retargeting code (or pixel) and insert it into your site. Then VKontakte will be able to collect site visitors so that in the future you can catch up with them with advertising.

To create a pixel, you need to follow three simple steps:

Specify the name of the pixel.
Register the domain of the site where you need to insert the code.
Choose a site theme.

Now you need to copy the resulting code and paste it on the site between the tags and... If you don't have access to the site code, just contact your system administrators (or developers).

Until you set a pixel, it will have a "not working" status. After installation, the status will change to "running". From now on, you can start creating and customizing retargeting audiences.

Retargeting audiences

Audience is a custom VKontakte user base that you can target your advertisements to. The audience can be filled in two ways:

load from file;
get from the site using the pixel VKontakte.

To create a retargeting audience, you need to go to the “Audiences” tab and select “Create Audience”.

In the window that opens, the service offers two options for collecting an audience: using a pixel, or by downloading a file.

How do I create audiences with pixel retargeting?

With a pixel, you can create two types of audiences:

all site visitors;
users who have visited individual pages.

To create an audience of all site visitors, you must:

Write the name of the audience.
Select a previously created pixel from the drop-down list.
Specify the rule "All site visitors".
Select the time period for which you need data: for all time, for a month or a day. The time interval can be corrected in the future at any time.
Save audience.

To create an audience of users who visited individual pages, you must:

Specify audience name.
Select a pixel.
Select the rule "Users who visited specific pages".
Specify the time interval.
Then you can select the required parameters. Here you can specify users who have visited a specific page of the site, for example, a product card. To do this, you need to insert a link to a specific page into an empty window and select a suitable rule from the drop-down list - it depends on the link whether it will change or not.
Save audience.

How do I create an audience using a list?

It is enough to select the source "Load from file" in the window that opens. Next, you need to select a file on your computer and upload it to the ad account. VKontakte will automatically find users for you based on the data provided.

What data does the system "recognize"?

email addresses;
telephones;
User ID.

Please note that downloadable lists must match

Anton Starchenkov

A in order to start acquaintance with advertising "VKontakte", you just need to follow the link at the bottom of your screen while in the system. I'll tell you a little secret - absolutely any user registered in this social network can do this.

B Without understanding who can become your target audience, it is quite difficult to design an advertising campaign, therefore, if you have already decided on what you will advertise, you need to click on the "create ad" button and find yourself in a new unknown world of advertising.

INin this interface, it is possible without writing an ad text and a link, to see how many users are in a particular target group, simply by placing different targets, for example, in this case, we selected all paired girls from 25 years old in the city of St. Petersburg - there were 562 of them 351:

D The main thing is not only to put a general targeting on VKontakte by gender and age, but also to try to find interests or groups in which your target audience may be.

Dto select the right audience, you can use more precise targets, such as "Expanded Geography" or "Education and Work":

E If this did not seem enough for you, use additional parameters. Select browsers and devices, as well as write down the keywords for which advertising will be displayed if the user enters this request in the search bar.

Yo The capacity of the VKontakte advertising market is limited only by the number of people willing to launch a campaign, so the main form of struggle among advertisers is the bid auction. You can see how high the recommended rate is at the moment in your target group in the last block. Please note that the lower you bid, the less often your ad will be shown.

F The desire to reduce the rate as much as possible is quite reasonable, and you have such an opportunity. You just need to achieve the maximum product of the number of clicks on the CTR. Thus, the starting price in the "Cost of transition" field can be reduced several times due to correctly selected target groups and an interesting announcement.

Z The task of attracting attention can be solved in two ways: using a colorful picture, or by referring directly to the target group:

AND use the form of payment for clicks or for impressions - it's up to you! It is worth considering only the fact that when paying for impressions, the image is noticeably larger due to the lack of ad text and, most importantly, there is no CTR in the CPM formula.

Th Oshkar-olu or any other city can be selected as geo-targeting, and according to this principle, ad campaigns or ads can be divided. It should be noted that even in small towns the number of registered users in VKontakte is quite significant.

TO Once you've made the decision about geotargeting, target groups are defined, and it's roughly clear how you will reach your audience, it's time to choose an image, considering that it should be attractive enough to get maximum CTR values:

and in account management. Be prepared to frequently add new ads and disable failed ads with a low CTR and high click-through rate.

M The moderation of VKontakte ads is rather harsh. The most common mistake is referring to "you", in "VKontakte" - this is unacceptable, only "you". Also, do not try to place phones in the text and images, do not try to advertise drugs, pornography, tobacco products, etc. And just a frank image may not pass the moderators ... or it may pass ...

H New ads cannot be added indefinitely, there are some restrictions. Firstly, this is paragraph of the rules No. 5:

ABOUT General and daily limits are quite useful tools, especially at the start of a new campaign. With the help of such restrictions, it becomes possible to prevent overspending on one successful ad by distributing funds more evenly.

P Periodically, it is worth changing the content and looking for other target groups, as even the best advertising campaign begins to deteriorate its results over time. This is due to the fact that the ad may exhaust its supply of novelty for the original audience. The frequency of changes depends on the number of members in the group and the frequency of impressions. However, campaign statistics where the CTR goes down in certain periods is quite normal.

R The conversion results of the VKontakte advertising campaign when used as a purchase target are usually lower in comparison with traditional search advertising. This is logical, since here we generate demand, and do not work with a ready-made one. On the other hand, if the goal is the number of pages viewed, the conversion may be at or even higher due to the lack of potential competitors. Going to the advertiser's page, the user cannot, by closing the window, see several similar offers at once and therefore scans the site more carefully.

FROM The statistics on the achievement of goals can be analyzed up to the announcement with preliminary labeling of each link with tags, so if the task is to compare the effectiveness of advertising in several regions, it is worth creating different ads in advance.

T That is, those who clicked through the ad are collected in pretty charts with distribution by gender, age and geography.

Have you can see and hear the advertisements through the VKontakte video advertisements. When posting a video, it is necessary to take into account the appeal to the audience on "you" and, of course, the video must be memorable - this is branding.

F The guest and admin access feature makes life easier for both agencies and advertisers. With its help, you can openly show the entire advertising campaign to the client, or control the work of the contractor.

X A good CTR in VKontakte is a rather relative concept, as in principle in any other system. But we can say that if the recommended CPC began to fall, then your CTR is clearly better than the average for the target group.

H After a while, we assume the development of search advertising "VKontakte", for now we can only say that it exists:

with the help of which it is possible to distinguish people who travel outside the CIS more often 2 times a year.

E Whether the targeted advertising "VKontakte" is exotic or not is up to you. But

YU zers in the amount of more than 72 million in Russia alone - they consider Vkontakte to be their home. And for any advertiser, the opportunity to hang a nice banner at home for some of these people -

I AM clearly will not be superfluous.

A few years ago, we had no idea how firmly social networks would become part of our lives. They have already ceased to be just a "chatter" for teenagers. Increasingly, well-known companies, large business owners, online stores and just individual entrepreneurs create pages and communities on the network to promote their products and services.

To attract subscribers - potential customers - there are various tools. We will talk about one of these methods in this article.

Targeted advertising "VKontakte": general information

What is it? What is it for? Is it just a waste of money?

For a long time, it was believed that VKontakte was a network for schoolchildren. But recent research has shown that the situation is changing. Now in the popular Russian social network there is a large number of solvent audience, ready to learn about various goods and services and make purchases. These people need help with obtaining such information. But since the main thing is still rest and entertainment, the offer should not be too intrusive. What is successfully done by targeted advertising "VKontakte". What it is?

If we talk about the external component, these are small ads located on the left of your page in the social network. Surely everyone paid attention to them, but not everyone knows how they appear and why.

The ad includes a title, a picture and a short description. As a rule, no more than two or three pieces will be visible at the same time. To view others, you need to click on the "All ads" button. Ideally, each of them should correspond to the interests of the person on whose VKontakte page it is located. After all, these ads are customized specifically for each user.

But practice sometimes deviates from the ideal, because the human factor intervenes.

A very careful approach is required for targeted advertising on VKontakte. Tips for preparing and launching it will not be superfluous.

If you do not adhere to them, you can easily "drain" the entire planned budget and not achieve any results.

Not every product or service sells well with targeting. If these are some rare items, seasonal, not for everyone, or too expensive, it is better to look for other methods of promoting them. Everything related to medicine is selling poorly. Only consumer goods are suitable for targeting.

Before launching an advertisement, prepare and place an advertising post in your group, on the site or on the platform where the user will go to, the advertising post It is necessary that the person does not just come, but also becomes interested in the information, lingers, wants to study it in more detail, register or joined a group, and ideally made an order.

The ad itself also requires a careful approach. High quality photograph or graphic image, clear and vivid. The challenge is to get attention. Play on people's emotions. The text is short and concise. It must hit the target exactly, be written in the language of the target audience (target audience) on which the stake is made. Familiarity and rudeness are inadmissible. No appeals to you! You may not pass moderation.

Before a full-fledged display, you should first test your ad, spending no more than 100 rubles. It is best to make several ads on the same topic, but with different pictures, titles and explanations. And from them, already during the test, choose the best option.

Setting up targeted advertising "VKontakte"

Let's analyze a detailed algorithm of work.

The preliminary stage is analysis and the pages of users are viewed, their search queries, interests are identified. Based on the data obtained, a portrait of the target audience is drawn up, with which you will have to work during the advertising campaign.

There are several ways to get started:

2. If there is a community (group), you can act through it. It will be faster this way. Below the avatar is the line "advertise community".

The first option requires you to make two transitions before you start creating your ad. And the second leads directly to the site where the targeted advertising "VKontakte" is placed. The network itself will tell you how to set up further work.

First, we load the ad prepared in advance (text + picture). They must be of a certain size, both in terms of the number of words and the length / width of the image.

Then we proceed to the settings for various parameters of our target audience: age, gender, place of residence, interests, marital status, and so on. There can be a lot of such indicators. Which one to take depends on the specific situation. Below is an example of targeting.

After filling in all the fields and creating the first ad, a personal advertising account will appear, in which you can track the progress of the advertising campaign.

Payment Methods

Another parameter for targeting.

Setting up targeted advertising on VKontakte assumes two per impressions and per clicks. It is best to do it first according to the first option, and later move on to the second. most often used when reaching a very large audience. For transitions - cheaper and easier.

Basic concepts and terms of targeting

Reach is the number of people who have seen your ad at least once.

Transition - measured in numbers. How many times have you followed the proposal. The user who made the transition will not be shown the ad a second time.

Impressions - how many times your VKontakte ad has been shown.

CPC (cost per click) is an indicator of the cost of one click.

CPM - (cost per mille) - cost per 1000 impressions.

CTR (click-through rate) - this concept shows the effectiveness of an ad and is calculated as the number of views per number of clicks multiplied by 100%.

Examples of

The more details you fill in all the columns, the more effective the targeted advertising "VKontakte" will work. We will consider the cases (real examples) right now.

The online store of goods for children decided to conduct an advertising campaign. The target audience was determined - women aged 20-30, married, have children. Delivery of goods from this store was carried out only in the city of X. All these parameters were entered. The payment method is for referrals. The recommended price is four rubles. Audience coverage - 10,000 people.

If the store worked with delivery to all of Russia, the numbers would be different. And all the cities would be specified in the settings, which would definitely increase the coverage area.

Group (community) or site: where the ad should lead to

Targeted advertising "VKontakte" (guidance on the use of which was given above) and the practice of its use show that with a fairly low price and some particular type of product (service), it is better to send the client to a well-composed one-page. From where he can immediately place an order.

With a large assortment, for example, online stores, the transition should lead to a group. In this case, the goal is not just a one-time purchase, but long-term cooperation and constant sales. This applies to various pizzerias, fitness clubs, selling and delivering flowers, and much more.

New opportunities

Recently, an interesting addition has appeared - retargeting, which expands the initial opportunities for advertising products.

It allows you to serve ads to people you already know.

Pros of targeting

Allows you to very accurately determine and indicate the portrait of the target audience. Many netizens like to talk about themselves, give detailed information about hobbies, place of residence, age, and so on. Thus, it will not be difficult among millions of subscribers to find “their own” according to the necessary characteristics and offer exactly those goods and services that will be of interest to them.

The accuracy of the choice of the target audience allows you to achieve a situation when the ad and the offer itself finds a client, and not vice versa.

Output

Thus, if you want to increase sales, tell about a new product or service, targeted advertising on VKontakte will help. Reviews of many business owners speak of the effectiveness of this kind of promotion. But only with a well-tuned and conducted campaign.

If you are one of those people who think that VK advertising is not working, that you will waste a lot of money and get nothing, then this article is for you.
In this article, you will learn: how to create a VK ad, what settings and functions are.

The audience of VKontakte is 90 million people, of which more than 68 million are active users. From here we can understand that this social. the network provides a great opportunity to find the audience you want.

Types of VK advertising

Targeted advertising on Vkontakte

Creating an ad on Vkontakte

After that, click on the "Create ad" button. This is where the fun begins :)

Creating an ad starts with choosing the format that suits you.
Let's take a look at what they are and what goals they fulfill.

Text-graphic unit (TGB)

Located on the left under the main menu in the form of short blocks with an image and text.

Benefits of TGB (Objectives):

many transitions
low CPC
placement - desktop only

TGB includes ads for communities, external sites and VK apps or games.

Technical requirements for ad formats:

TTs for these formats are approximately the same: the title of the ad can contain from 3 to 33 characters, including punctuation marks and spaces. Description - 3 to 70 characters. Image weight up to 5 MB, formats: JPG, PNG, BMP, TIF or GIF (no animation). The text on the image should occupy no more than 50% of the total area of \u200b\u200bthe photo.

2. Cross-device formats

Cross-device formats are formats that are displayed in the news feed on all platforms: in the desktop and mobile versions of the site, as well as in all official VKontakte mobile applications.

Advertising record

Announcements are published in the news feed or on community walls.
An ad post can be called a native format that fits into the user's news feed and does not cause rejection.
Users see them along with the familiar content they follow and posts from friends.

Let's analyze each of them separately.

You can add a title, a short description, an image, a button, a link, and two prices to each card, for example, to show a discount.

This format is suitable for selling goods or services, for example, online stores.

Advantages of the Carousel format:

Multitasking
- Attracting users to the site to make a purchase or other targeted action;
- Increasing brand awareness;
- Attracting new subscribers to the community.
Cross-device
Convenient
Format payment is available for both clicks and impressions.

- one or more images, GIF animation or video.

With the help of a universal post, you can promote posts that allow you to cover 90% of the Internet user both in the full version of the site and on mobile devices.

Advantages of the "Universal Record" format:

Native
Brand content automatically adapts to the ad format.
Point
All targeting settings are available, as well as retargeting.
Honest
You can connect third-party pixels for tracking statistics.
Cross-device
Ads are displayed on all available devices of users.
Accurate
How often ads are shown to a person, not a device.

is a great tool for generating traffic. The button prompts you to perform some action, for example, a transition to a site or community.

Features:

visually noticeable;
contains a call to action;
intuitive for users;
leads to a specific page specified by the advertiser;
you can choose the text of the button depending on the purpose of the advertisement.

is an application for collecting contacts of those who left you an application.

The application allows you to:

create convenient forms for applications in the VK interface;
in the fields of the questionnaire, autofilling user data works, due to which, the level of conversion of the filled data increases.

Profiles can be flexibly configured so that users share exactly the information that you need.

Technical requirements for ad formats:

You can add from 3 to 10 cards to the carousel containing information about goods and services.
Post text can contain up to 220 characters, including punctuation marks and spaces. The text should not contain links, hashtags and mentions.
The card title must be between 3 and 25 characters long.
The size of the image in the carousel must be at least 400x400 px.
Supported image formats JPG, PNG or GIF (no animation).
The text on the image should occupy no more than 50% of the total area of \u200b\u200bthe photo.

Post text can contain up to 16,384 characters, including punctuation marks and spaces.
It is allowed to use no more than 6 emojis in the post text.

for image

You can add up to 10 images to a recording in JPG, GIF, TIF or PNG format.
The text on the image in the advertising post must occupy no more than 50% of the total area of \u200b\u200bthe photo.

for GIF animation

The GIF animation must be attached as a document.
The size of a file with GIF animation can be no more than 50 MB. Autoplay GIF-animation works for files weighing no more than 10-12 MB.
Each side of a GIF image must be no more than 1000 px.
GIF image must contain more than 1 frame, interval between frames from 0.01 to 1 second.

for video

The maximum allowed video file size is 2 GB.
Supported video formats: AVI, MP4, 3GP, MPEG, MOV, FLV, F4V, WMV, MKV, WEBM, VOB, RM, RMVB, M4V, MPG, OGV, TS, M2TS, MTS.
The maximum video recording resolution is 1080p.
Horizontal, square and vertical videos are supported.
The ability to embed videos from other video hosting sites (Youtube, Rutube, Vimeo, etc.) is available.

The post text can contain no more than 220 characters, including punctuation marks and spaces, no more than two line breaks (the use of links in the text, including hashtags, is not allowed).
It is allowed to use no more than 6 emojis in the post text.
The snippet image next to the button must be at least 537x240px.
The text on the image in the snippet should occupy no more than 50% of the total area of \u200b\u200bthe photo.
Supported image formats: JPG, PNG or GIF (no animation).
The snippet text next to the button can be up to 80 characters long, including punctuation and spaces.
The label for the button can be selected from the proposed list. The list of available captions depends on the ad landing page.

Settings and targeting

After you have selected the form you need, go to the targeting settings.
Immediately, I note that the target audience and the recommended price will vary depending on your settings.

Choose the subject of your ad and the age label, if needed.
You can learn more about the rules for placing advertisements. 2. Geography

You can select a country, cities, regions, and also exclude those you do not need.

In addition, there is a convenient function for setting points on the map. Using the "Location Type" setting, you can choose which of the users to show ads - to those who regularly visit, live, study, work or are in a specified location right now.

Great for businesses where the target audience must be near the office.

3. Demographics

Gender, age, marital status are understandable.

But the “Birthday” function is well suited for an action in the style of “Happy Birthday! Only for you...".

Birthday information is updated daily, so it is enough to set up an ad once and the ad campaign will remain relevant. This is especially convenient when you have a permanent birthday discount.

4. Interests

Interests are a very important section of your settings.

Here you select a group of users who are interested in a particular topic. VKontakte classifies users as audience segments by their social activity. networks and external sites.

5. Education and work

This section does not work quite correctly, since many users do not indicate their place of study or work in their profile.

Targeting users by education is best only if you are interested in graduates from specific educational institutions or recently graduated from educational institutions.

Job targeting is best for advertising equipment like dentists. Of course, there will be few people, the information may not always be fresh, but sometimes it is at least something.

6. Additional parameters, or retargeting

Retargeting is an easy and effective way to generate more customers and repeat orders.
You can show ads to users who have already shown their interest in your brand - they came to your site, put something in the cart, made a purchase, or just saw your ad.

You can also exclude audiences, for example, users who opened a form and submitted a request, in order to no longer show them your ad.

To select a retargeting audience in the settings, we first need to create it, or more precisely, install a pixel on your site.

Pixel retargeting setup

First, you need to create a retargeting pixel. To do this, go to the "Retargeting" section on the left in the menu. Next click "Pixels" and then "Create Pixel".

A window will appear where you will need to write the name, the allowed domain and select the site theme.

After that, a window will appear with the code that you need to put on the site, and an explanation of how to do it.

When you install the code on the site, you will need to check whether it works or not.
You can do this there in the pixel settings.

Now that you have a working pixel, you can create an audience.
To do this, click on the "Audiences" tab and the "Create audience" button.

A window will appear where you can choose a convenient option for creating an audience: using a pixel or from a file.

The "Load from file" option assumes that you have your own customer base of contacts. Creating such an audience will be a plus, as you can exclude your customers from the ad audience so as not to spend your advertising budget on them.

Also in the "Retargeting" section there is a tab "Similar audiences", or look-alike.
Here you can find VKontakte users whose behavior is similar to your customers.

You can use any source retargeting audience with a reach of at least 1,000 users.
To create an LAL audience, click on the Find Similar Audience button.

Next, in the window that appears, select the desired audience from the list, for which you will create a similar one.

The search can take from 30 minutes to several hours, so come back from time to time and check the status.

Once you've finished creating audiences, go back to creating your ad and select your audience from the list.

7. Audience saving settings

This is where you can collect the audience that interacted with your ad. And also choose the events on which she interacted: watched the post, went to the community, hid the post from the news, and so on.
Multiple audiences can be added.

8. Price and location settings

In this section, you can select the sites where the ad will run, the method of payment - per clicks (CPC) and per impressions (CPM), as well as limiting impressions per user and ad campaign.

Targeted advertising cost

Targeted advertising on VKontakte works on the principle of an auction, which allows you to optimize costs. You decide how much you want to spend on advertising.
But I will note right away that if you greatly underestimate the recommended price, then the ad will be shown, but will cover a small share of the audience, or will not be shown at all.

CPM (cost per mille) is a payment model where you pay for 1000 impressions of your ad.
CPC (cost per click) is a payment model where you pay only for user clicks on your ad.

Vkontakte auction

1. The principle of forming the cost of the transition

When paying for referrals (CPC):

the ad's CTR affects the bid.

When paying using the CPC model, the cost of clicks is inversely proportional to the CTR of the ad: the lower the CTR, the higher the CPC.

The minimum cost of the transition is 5 rubles. (technically the minimum value of the rate) when paying using the CPC model.

2. The principle of cost formation per 1000 impressions

When paying for 1000 impressions (CPM):

the bid is influenced by the number of advertisers for a given target audience in the auction;
your bid is NOT affected by creative (ad CTR).

When paid using the CPM model, the cost of the transition does not depend on the CTR of the ad.

The minimum cost of the transition is 30 rubles.

Advertising campaigns
This section displays a list of advertising campaigns and ads within them. This is your main working interface, here you can carry out any actions related to the creation and management of advertising.
You can see the remaining budget, how much was spent today and yesterday, as well as small statistics of advertising campaigns.
Be sure to set limits!
Otherwise, VK can "eat" your budget for a month per day.

Clicking on the campaign name will take you to the Advertisements section, and then clicking on the ad name will take you to the ad section itself.

Here you can see all the information about the ad: how it looks like, how many clicks, complaints, etc. It was.

Budget
Here you can view and top up the balance of the advertising cabinet.

How to top up VKontakte balance?

Go to the "Budget" section and click on the "Top up" button.

You will be prompted to select a payment type.

If you decide to make a payment convenient for individuals. persons, then you select the payment method, indicate the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal entities. persons - just enter your bank details.

Setting up and creating an ad on Vkontakte

With its help, you can automatically negotiate with the administration of communities suitable for you about placing your ads in them.
There are no more complicated processes for coordinating a post with the community administration, it is enough to indicate the budget and dates of the campaign - the system itself will offer the optimal list of groups with the maximum coverage within the budget.

Create an ad post and submit it for moderation.
Specify the budget and period of placement.
Check out the list of communities selected by the platform.
Confirm the placement.

Let's take a closer look at each step.

In the pop-up window, you will be asked to select the post type - a post with text and attachments or a repost of another post - write a text, a short title, and also select an advertising campaign.

"A post with text and attachments" can be called a "regular post" on the community wall, and "repost of another post" is more suitable for promoting your community or VK page.
Up to 10 attachments can be added to each new recording: photos, videos, audio recordings, etc. Only one attachment can be attached to a "repost".

In the "Short name" field, you can write a name that will be used to designate an entry in your personal account and SMS notifications. Nobody but you will see it.

2. Specify the budget and period of placement
Click on the "Post a record" button and select the parameters you need to search for suitable communities.

3. Explore the list of communities selected by the platform
Based on the above data, the market platform will offer you a list of those communities that meet the stated criteria.

If some of the communities do not suit you, you can exclude them by clicking on the corresponding button.

4. Confirm placement
After you have finished selecting communities, click on the "Submit" button.
The seat reservation will be made automatically in the time range that you specified.
Information about your applications will appear in the "Awaiting publication" section.

Application statuses

Vkontakte advertising campaign statistics

After publishing your post, you can monitor its performance.
You can view detailed statistics for all posts or for a single post in a separate community.

You will be able to find out the total reach of users who viewed the ad post, the number of clicks on the link, the number of joining the group, if you are promoting it, and so on.

This data will help you analyze the impact of ads placed in different communities and adjust your ad campaign for the best results.

Conclusion

Thus, we can conclude that thanks to the simple interface and many options for settings, it is easy and simple to find the target audience of VK you need. In addition, it does not require a large budget.

We will consider here a real case of launching an advertising campaign on the VKontakte network, which brought me 1,000,000 rubles. net profit.

"Pros". The main "plus" of this type of advertising is the ability to clearly select (target) the audience to which this advertisement will be shown. We can set the gender, age, interests of users for whom our advertising is intended, and thus we will immediately “reach” the audience that is the most target for us.

"Pros".

Advertising in VKontakte communities is much cheaper than targeted advertising.
It is much easier to launch an advertising campaign in VKontakte communities than on external websites.

"Minuses". No targeting option. In order to "get" into your target audience, you need to do an independent work - to select exactly those communities to which people are subscribed who may be interested in your goods or services. For the optimal choice of a group or "public", you need to conduct a detailed analysis of the community statistics. I talked about this in great detail in the course. Today, as a bonus, I will reveal to you a few "chips" about what you need to pay attention to in the first place when you run VKontakte ads.

We launch an advertising campaign for 1,000,000 rubles in VKontakte groups.

Step # 1: who is our target audience?

At the initial stage, we must understand who our target audience is and what our potential buyers are interested in. The main rule that you need to learn here: do not advertise children's products in humorous groups! The main mistake of novice advertisers is that they are looking for the cheapest place to launch advertising. As a rule, placement of advertising posts in humorous groups is cheaper. But let's look at this process from the inside. Let's say we have a humorous group with 500,000 members. Usually in such groups 60% of subscribers are under 25 years old. This audience is unlikely to be interested in childish things; besides, she is insolvent.

But such a community would be ideal for us for advertising.

First of all, look at the statistics of the community and only then - at the cost of advertising in it. Remember: there are no expensive advertising, there are effective and ineffective advertising. Your task is to make sure that for every 3,000 rubles invested in advertising, you earn twice as much. For example, you spent 3,000 rubles and earned 6,000. Total 3,000 rubles. "Plus".

Step # 2. We are looking for sites to launch an advertising campaign.

The most optimal way to promote is to immediately place ads in large communities, and even better - in a network of large communities. There are several "pluses" here.

If you run a massive advertising campaign, then when working with a network of communities, you can often agree on specific results, for example, work on subscribers. The price can vary from 2.5 to 40 rubles. per subscriber - depends on the topic of the group.
The network is always interested in regular customers! If you want to work on a permanent basis and are ready to invest at least 50,000 rubles in advertising at the initial stage, then the network management will meet you halfway and make every effort to ensure that the effect of your advertising is amazing. As a rule, these are individual consultations and additional customer support.
Working with a network of communities, you immediately find yourself in a team of professionals, thanks to which you yourself will begin to understand all the intricacies of SMM, and this will happen dozens of times faster than if you tried to study it all on your own.

Case No. 1. Launching an advertising campaign on VKontakte, through our network of communities

Project:I am a great hostess, wife and mom
The community network through which the project was promoted:SMM agency
A task:Creating an information project for housewives

Monetization methods:

sale of advertising;
sale of goods through the Biggon affiliate program;
creation of an online store.

At the time of publication, there were 127 thousand subscribers in the community.

The cost of one subscriber to the public:RUB 2.5

Project net profit:RUB 30,000 per month

Case number 2. Training launch

A task: Collection of a subscription base for participation in the online intensive
Promotion: Carried out at once through several large networks of business publics
Main source of subscription: Public page "Anatomy of Business"
Cost per subscriber: RUB 30

What was done.
Initially, in each business group, we bought one ad for the test. A tagged link was placed in the group, which made it possible to track the conversion of each "public". If the test results were satisfactory, negotiations began with the group owner regarding the purchase of advertising in bulk (10–20 advertising posts). The minimum discount for which we agreed is 30%, sometimes it was possible to bargain up to a 50% discount. Thanks to this strategy, in some cases we were able to reach the cost of a subscriber of 15 rubles (this is an extremely low cost per subscriber in the info business).

Case No. 3. KluvaKids children's clothing showroom

Promotion: via the SMM agency of webmaster Alexander
The target audience: housewives with small children
Project net profit: RUB 30,000 per month

Step # 3. Preparing an advertising post and launching a massive advertising campaign

2) Use bright headlines that will magnetically attract your audience. For example:

"SALE! Summer dresses with 80% discount "

The Secret Diet! Minus 15 kg in two weeks! "

“Business in social networks. How to reach an income of 100,000 rubles a month? "

3) Use high quality pictures.
4) Use MOJO symbols:

5) Use a call to action:

6) Analyze the posts of competitors on related topics! Identify the "chips" that are used by other market participants and test them.

In this example, we looked at how an advertising post should look if you sell any product.

It should be noted that the algorithms and scripts for creating posts for various topics are completely different. However, this scenario can be taken as a basis by making your own changes.

In any case, the effectiveness of an advertising post should be assessed only after the launch of an advertising campaign. Ads are launched first. If it paid off and made a profit, then the post is written correctly. If not, then you need to finalize, and sometimes completely redo the ad.

What to choose: "target" or "public"?

In my opinion, if you are launching a VKontakte advertising campaign for the first time, then it is best to do this through public pages. Due to the fact that setting up targeting is a rather laborious process, the cost of an error can be high. In addition, when launching targeted advertising, the VK administration will not give you any specific recommendations for setting it up. When launching advertising through "publics", you can always ask for advice from the administrator of the community in which you are advertising.

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