How to create an advertising company VKontakte. 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 in Runet. Secondly, there are a lot of anti-cases on the Internet 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 features of the VKontakte advertising account, so that even a beginner can set up effective targeting.

Where to begin?

Decide on the 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, select the options for placing ads. Will you advertise your VKontakte community, or attract users to the site to make a conversion.

Next, form the overall 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 the 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 pays for 1000 impressions);
CR is the conversion rate.

Two formulas can be used to calculate the budget, depending on what type of payment you will be using:

Budget = Cost Per 1000 Impressions (CPM) / 1000 x Impressions.
Budget = cost per click (CPC) x number of clicks.

Where can I get the necessary CTR to calculate? If this is your first campaign, use the average value for VKontakte (0.03% for teasers, slightly higher for the feed). In the future, take the arithmetic average of the campaigns carried out.

You can also use these formulas for calculations:

Impressions = Clicks / CTR.
CTR = clicks / impressions.
Clicks = Impressions x CTR.
Cost per 1000 impressions (CPM) = budget / number of impressions x 1000.
Cost per click (CPC) = budget / number of clicks.
CR (conversion rate) = number of conversions / number of clicks.

Consider an example:

send

Our subscribers always get more.

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

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

How to set the cost of advertising?

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 coverage of the target audience that matches your parameters and the recommended price in the right corner of the advertising account.

Bottom line. At this price, you will be able to reach approximately 70% of the audience.
Upper border. At this price, you will be able to reach more than 90% of the audience.

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

What to choose: pay for clicks or for impressions?

It all depends on the specific advertising campaign: many factors influence the payment method. But if you are just starting to master targeting, I advise you to choose pay per click. This way you will only pay for specific clicks on your ad. If you choose to pay per 1,000 impressions, you run the risk of wasting your budget if your targeting is poor.

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

How to work with the VKontakte advertising account?

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

Consider three main options for placing ads (VKontakte also offers advertising in the VKontakte Application, but this is a topic for a separate post):

Communities.
Community post.
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.
Large 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, it is also called TGB - a text-graphic block, is available only for the desktop. Ads of these formats have a general 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 picture is not enough, it is necessary to add a description of the advertised object. Here it is recommended to use a call to action not only to inform the user, but also to encourage them to click on the ad to take the desired action: join the community, buy a product, and so on.

big picture

Ad Format:

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

If you're using this type of ad, it's important to find relevant images because the first thing a person notices is the image. In this format, the image is the basis of the ad. Such banners attract more attention.

Community promotion

Ad Format:

The image is 145×145 pixels in size.
The title is unchanged. The name of your community is automatically pulled here. But if the title is longer than 33 characters, the text is truncated. 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 subscribers are 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 an extra step - going to the community. But if you're just starting to grow your community and don't have many members, this listing of subscribers can turn users off.

special format

A special ad format for communities is separated into a separate auction. Such ads compete for display only 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 community advertising format, the image must have a contrasting background, that is, the use of light shades of the background and white is unacceptable.

Ad Format:

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

2. Advertise the post in the community

Most 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 only have one post coming soon with important information, you can post it to the community and then run advertising campaign.

If you need to advertise on a lot of 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 test. In this case, hidden posts are also suitable.

If you are creating an ad for an existing post in the community, simply copy and paste the link to that post into a blank box 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 posting.

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

large image;
image and text.

When you have decided on the creative and made a great ad, you can start setting up targeting.

Setting targeting options

First of all, choose the topic of the ad and the subsection to which your ad belongs. There may be several subsections. These parameters are filled for moderators. What you choose here does not affect audience settings. For some types of advertising, age restrictions must also be indicated.

All further settings already apply to the audience that you select to display ads.

1. Geography of users

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

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

2. Audience demographics

Select the gender and age of the target audience. Relevant data is taken from user pages. But not everyone fills in 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 adjustment to the target audience, it is recommended to use other parameters.

The Birthday option can be useful for some products and services. So, you can offer people who have a birthday coming up to buy gifts with a special discount. There are cases where this setting really worked.

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

The marital status is chosen by the user. This option can also be successfully used. For example, if a girl was proposed, she changes marital status on "Engaged" and immediately begins to see ads for wedding dresses, stylists, photographers.

3. Interests of users

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 down the target audience. But don't limit your audience too much! If you select from two or more parameters, then only those users who match all the selected parameters at once, and not one of them, will fall into your targeting.

The "Interests" parameter is the hobbies specified by the user on their page. There are many interests, start typing the one you need in the field and it will automatically pull up if it is on the list.

Advice. Remember that users do not always fill in their interests. And if they fill in, 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.

It is better to use "Categories of interests". They are calculated based on user interaction with VKontakte communities and external sites on 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 setting up ads is "communities". Here you can select any communities that you think potential clients might be in. For example, if your audience is accountants, they are most likely subscribed to accounting publics, as 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, the frequency of publishing material. If the last post in the community was six months ago, it is unlikely to be interesting.

Advice. Use parsing services - there are paid and free ones that will help you more accurately segment your audience. Among other things, parsing services allow you to collect subscribers of communities of the desired topic, to identify among them active ones who are members of several communities.

The "Exclude" option allows you to remove from targeting those communities that you do not want to advertise. Often they indicate their community here, whose subscribers are already up to date with news and promotions.

5. Applications and websites

Here you can specify the sites on which the user logs in through his VKontakte account, or using various applications that the visitor uses. They can be excluded from targeting.

VKontakte also allows you to select the user's religious affiliation.

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

6. Education and work

When choosing an average or higher education the service allows you to select certain educational institutions and time of study.

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

7. Additional options

devices, OS and the 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 to show promotional materials users who are already familiar with the product or service or have visited the site before.

Retargeting allows you not to miss "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 in the end did not buy it, VKontakte retargeting will help to “catch up” with the user on the social network. This way 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 paste it on your website. 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.
Specify the domain of the site where you want to paste the code.
Select a theme for the site.

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

Retargeting Audiences

Audience - a customizable 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 VKontakte pixel.

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 uploading a file.

How to create audiences with a retargeting pixel?

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

all site visitors;
users who visited individual pages.

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

Enter the name of the audience.
Select the 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 period can be changed later at any time.
Save the audience.

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

Specify the name of the audience.
Select a pixel.
Select the "Users who visited specific pages" rule.
Specify a time interval.
Then you can select the required options. Here you can specify users who 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 box and select the appropriate rule from the drop-down list - it depends on the link whether it will change or not.
Save the audience.

How to 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 advertising account. VKontakte will automatically find users for you based on the data provided.

What data does the system “recognize”?

email addresses;
telephones;
User IDs.

Please note that uploaded lists must match

Anton Starchenkov

A in order to start getting acquainted with advertising "VKontakte", you just need to follow the link at the bottom of your screen while in the system. I will reveal 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 what you will advertise, you need to click on the “create an ad” button and find yourself in a new unknown world of advertising.

V With this interface, it is possible to see how many users are in a particular target group without writing the text of an ad and a link, simply by setting 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:

G the main thing is not only to put down the general targeting of VKontakte by gender and age, but also to try to find interests or groups in which your the target audience.

D To select the right audience, you can use more precise targets, such as "Extended geography" or "Education and work":

E If this is not enough for you, use additional parameters. Select browsers and devices, as well as write down the keywords for which ads will be shown if the user enters given request into the search bar.

Yo The capacity of the VKontakte advertising market is limited only by the number of people who want to launch a campaign, so the main form of struggle among advertisers is the bidding auction. You can see how high the recommended bid is currently in your target group in the last block. Keep in mind that the lower your bid is, the less often your ad will be shown.

F the desire to reduce the bet as much as possible is justified, and you have such an opportunity. It is only necessary to achieve the maximum product of the number of transitions by CTR. Thus, the starting price in the field "Cost per click" can be significantly reduced due to correctly selected target groups and an interesting ad.

W 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.

Y oshkar-ola or any other city can be selected as geotargeting, and advertising campaigns or ads can be divided according to this principle. It should be noted that even in small towns the number of registered users in VKontakte can be quite significant.

TO Once you've made your geotargeting decision, your target groups have been defined, and it's pretty clear how you'll be reaching out to your audience, it's time to choose an image, given that it needs to be attractive enough to get the highest CTR values:

as well as account management. Be prepared for the fact that you will often have to add new and disable ads that did not work with a low CTR and a high CTR.

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

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

O The total 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 excessive spending on one successful ad, 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 worsen its results over time. This is because the ad may run out of novelty for the original audience. The frequency of changes depends on the number of participants in the group and the frequency of impressions. However, campaign statistics where CTR goes down in certain periods is quite normal.

R The conversion results of the Vkontakte advertising campaign, when used as a purchase goal, are usually lower compared to traditional search advertising. This is logical, since here we form demand, and do not work with ready-made ones. On the other hand, if the goal is the number of pages viewed, the conversion may be at the level or even higher, due to the absence of possible competitors. Having gone to the advertiser's page, the user cannot close the window and see several similar offers at once, and therefore browses the site more carefully.

WITH Target performance can be analyzed down to the ad by pre-tagging each link, so if your goal is to compare ad performance across multiple regions, it's a good idea to create different ads ahead of time.

T Those who clicked on ads are collected in pretty nice charts with distribution by gender, age and geography.

At You can see and hear advertising through VKontakte video advertising. 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 function of guest and admin access 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 started to fall, then your CTR is clearly better than the average for the target group.

H After some time, we assume the development of VKontakte search advertising, but for now we can only say that it exists:

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

E kzotika whether targeted advertising "VKontakte" or not - it's up to you. But

YU grains 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 put up a nice banner at some of these people's homes is

I AM apparently it won't be redundant.

A few years ago, we did not even suspect how firmly social networks would enter our lives. They have ceased to be just a "chatterbox" for teenagers. Increasingly well-known companies, owners big businesses, online stores and just private entrepreneurs create pages and communities on the network to promote their products and services.

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

Targeted advertising "VKontakte": general information

What's this? What is it for? Maybe it's just a waste of money?

For a long time there was an opinion 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 different goods and services and make purchases. These people should be helped to obtain such information. But since the main thing is still rest and entertainment, the offer should not be too intrusive. What does targeted advertising on VKontakte successfully do? What it is?

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

The ad includes a title, image, and 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.

Targeted advertising on VKontakte requires a very careful approach. Tips for its preparation and launch will not be superfluous.

If you do not stick 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 sold 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 or joined a group, and ideally - made an order.

The ad itself also requires a careful approach. high quality photo or graphic image, clear and bright. The goal is to get attention. Play on people's emotions. The text is short and concise. It must accurately hit the target, be written in the language of the target audience (target audience) on which the bet is made. Familiarity and rudeness are unacceptable. No appeals to "you"! You can not pass moderation.

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

Setting up targeted advertising "VKontakte"

Let's analyze the detailed algorithm of work.

Preliminary stage - analysis and pages of users are viewed, their search terms interests are revealed. Based on the data obtained, a portrait of the target audience is compiled, 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. That will make it faster. Under the avatar there is a line "advertise the community".

With the first option, you will have to make two transitions before you start creating an ad. And the second one leads directly to where the targeted VKontakte ad is placed. How to set up further work, the network itself will tell you.

First, we load a pre-prepared ad (text + image). They should 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 quite a lot of such indicators. Which one to take depends on 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, where you can track how the advertising campaign is going.

Payment Methods

Another option for targeting.

Setting up targeted advertising on VKontakte involves two per impressions and per clicks. It is best to do the first option first, and later switch 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 saw your ad at least once.

Transition is measured in numbers. How many times the offer was passed. The user who made the transition will not be shown the ad a second time.

Impressions - how many times your ad was shown on VKontakte.

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

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

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

Examples

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

An online store of goods for children decided to conduct an advertising campaign. The target audience was defined - 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. Payment method - for transitions. The recommended price is four rubles. Audience coverage - 10,000 people.

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

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

Targeted advertising "VKontakte" (guidelines for the use of which were given above) and the practice of its use show that with a fairly low price and a certain type of product (service), it is better to send the client to a well-designed one-page. Where can he 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, the sale and delivery of flowers, and much more.

New opportunities

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

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

Benefits of targeting

Allows you to very accurately define and point to 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 to find “their own” among millions of subscribers according to the necessary criteria 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 where the ad and the offer itself finds the client, and not vice versa.

Conclusion

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

If you are one of those people who think that VKontakte advertising does not work, that you will spend a lot of money and get nothing, then this article is for you.
In this article, you will learn: how to create a VKontakte advertisement, what are the settings and functions.

The audience of VKontakte is 90 million people, of which more than 68 million are active users. From this it can be understood that this social the network provides an excellent opportunity to find the audience you need.

Types of advertising VKontakte

Targeted advertising Vkontakte

Creating an advertisement on Vkontakte

Then click on the "Create Ad" button. This is where the fun begins :)

Creation advertisement starts with choosing the format that suits you.
Let's take a look at what they are and what goals they serve.

Text-graphic block (TGB)

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

Benefits of TGB (Goals):

many transitions
low CPC
placement - desktop only

TGB includes advertisements for communities, external websites and apps or VK games.

Technical requirements for ad formats:

The TTs for these formats are approximately the same: the ad title can contain from 3 to 33 characters, including punctuation marks and spaces. Description - from 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 the photo.

2. Cross-device formats

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

Advertising entry

Announcements are published in the news feed or on community walls.
An advertising 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 subscribe to and the posts of 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
Payment for the format is available both for clicks and for impressions.

- one or more images, GIF animation or video.

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

Benefits of the Universal Record format:

Native
Brand content automatically adapts to the advertising format.
dotted
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
Ad frequency per person, not per device.

- a great tool for generating traffic. The button prompts you to take some action, such as going to a site or community.

Peculiarities:

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

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

The application allows:

create convenient forms for applications in the VKontakte interface;
in the fields of the questionnaire, auto-completion of user data works, due to which the level of conversion of the completed data increases.

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

Technical requirements for formats of advertising records:

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

The text of an entry can be up to 16,384 characters long, including punctuation and spaces.
You are allowed to use no more than 6 emojis in the text of the entry.

for image

Up to 10 JPG, GIF, TIF, or PNG images can be added to a recording.
The text on the image in the advertising post should occupy no more than 50% of the total area of the photo.

for GIF animation

GIF animation must be attached as a document.
GIF file size can be no more than 50 MB. Autoplay GIF animation works for files with a weight of no more than 10-12 MB.
Each side of the GIF must be no larger than 1000px.
GIF-image must contain more than 1 frame, the interval between frames is 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 resolution is 1080p.
Horizontal, square and vertical video recordings are supported.
The ability to embed videos from other video hosting sites (Youtube, Rutube, Vimeo, etc.) is available.

The entry text can contain no more than 220 characters, including punctuation marks and spaces, no more than two line breaks (using links in the text, including hashtags, is not allowed).
You are allowed to use no more than 6 emojis in the text of the entry.
The image in the snippet 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 the 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 caption for the button can be selected from the proposed list. The list of available labels depends on landing page ads.

Settings and targeting

After you have chosen the form you need, go to the targeting settings.
I’ll note right away that the target audience and the recommended price will change depending on your settings.

Choose the theme of the ad and age marking, if necessary.
You can learn more about the rules for placing advertisements. 2. Geography

You can select a country, cities, regions, and exclude those you don't need.

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

Great for businesses where the target audience should be close to the office.

3. Demographics

Gender, age, marital status - understandable.

But the “Birthday” function is well suited for a promotion in the style of “Congratulations on your birthday! Only for you...".

Birthday information is updated daily, so you only need to set up an ad once and your ad campaign will stay relevant. This is especially convenient when you have a permanent birthday discount.

4. Interests

Interests is a very important section of your settings.

Here you select a group of users who are interested in this or that topic. VKontakte classifies users into audience segments based on their social activity. networks and external sites.

5. Education and work

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

It is better to target users by education only if you are interested in graduates of specific educational institutions or recent graduates.

Position targeting works best for equipment ads, such as dentists. Of course, there will be few people, the information may not always be fresh, but sometimes it is at least something.

6. Additional options, or retargeting

Retargeting is simple and effective method increase the number of customers and repeat orders.
You can show ads to users who have already shown their interest in your brand - they visited your site, put something in their cart, made a purchase, or simply saw your ad.

You can also exclude audiences, such as users who opened a form and submitted a ticket, in order to no longer show them an ad.

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

Setting up a retargeting pixel

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 theme of the site.

After that, a window will appear with the code that will need to be 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 in the same place 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 the option of creating an audience that is convenient for you: using a pixel or from a file.

The "Load from file" option implies that you have your own customer contact database. 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 retargeting source audience with a reach of at least 1,000 users.
To create a LAL audience, click on the "Find a similar audience" button.

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

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

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

7. Audience retention settings

Here you can collect the audience that interacted with your ad. And also choose the events on which she interacted: they watched the entry, went to the community, hid the entry from the news, and so on.
You can add multiple audiences.

8. Price and location settings

In this section, you can select the sites where the ad will be shown, the payment method - per click (CPC) and per impression (CPM), as well as limiting impressions per user and advertising campaign.

Cost of targeted advertising

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’ll note right away that if you greatly underestimate the recommended price, then the ad will be shown, but will cover an insignificant share of the audience, or will not be shown at all.

CPM (cost per mille) is a payment model where you pay for 1,000 impressions of your ad.
CPC (cost per click) is a payment model where you only pay for user clicks on your ad.

Auction Vkontakte

1. The principle of formation of the transition cost

When paying for transitions (CPC):

the bid is affected by the creative (CTR of the ad).

When paying according to 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 rate value) when paying using the CPC model.

2. The principle of cost per 1000 impressions

When paying for 1000 impressions (CPM):

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

When paying according to 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 a 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 Ads section, and then clicking on the ad name will take you to the ad itself.

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

Budget
Here you can view and replenish the balance of the advertising account.

How to replenish the balance of Vkontakte?

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 payment convenient for physical. persons, then you choose the payment method, specify the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal persons - just enter your bank details.

Setting up and creating a Vkontakte advertisement

With its help, you can automatic mode negotiate with the administration of communities suitable for you to place your ads in them.
There are no more complicated processes for coordinating the post with the community administration, just specify the budget and campaign dates - the system itself will offer the optimal list of groups with maximum coverage within the budget.

Create a promotional post and submit it for moderation.
Specify the budget and placement period.
Examine the list of communities selected by the platform.
Confirm placement.

Let's analyze each step in more detail.

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

“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 entry: 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 identify the entry in personal account and SMS alerts. No one but you will see it.

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

3. Examine 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 appropriate button.

4. Confirm placement
After you have completed the selection of communities, click on the "Post" button.
Booking a place will happen automatically in the time range that you specified.
Information about your applications will appear in the "Pending publication" section.

Application statuses

Vkontakte advertising campaign statistics

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

You can find out the total reach of users who viewed the advertisement, the number of clicks on the link, the number of group memberships if you are promoting it, and so on.

This data will help you analyze how your ads are performing 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 settings options, finding the target audience of VK you need is easy and simple. 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 "advantage" of this type of advertising is the possibility of a clear choice (targeting) of the audience to which this advertisement will be shown. We can set the gender, age, interests of the users for whom our advertising is intended, and thus immediately “go out” to the audience that is the most targeted 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". There is no targeting option. In order to "get" into your target audience, you need to carry out independent work - to select exactly those communities that people subscribe to who may be interested in your products or services. For optimal choice groups or "public" need to be held detailed analysis community statistics. I talked about this in great detail in the course. Today, as a bonus, I will reveal to you a few “tricks” about what you need to pay attention to first of all when you launch VKontakte advertising.

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

Step #1: Who is our target audience?

On the initial stage we need to understand who our target audience is and what our potential buyers' interests are. The main rule to learn here: do not advertise children's products in humorous groups! The main mistake of novice advertisers is that they are looking for where it would be cheaper to run advertising. As a rule, in humorous groups, advertising posts are cheaper. But let's look at this process from the inside. Let's say we have a humorous content 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 children's things; besides, she is insolvent.

But such a community would be perfect for us to advertise.

First of all, look at the statistics of the community and only then - at the cost of advertising in it. Remember: there is 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 platforms to launch an advertising campaign.

The best way to promote is to immediately advertise in large communities, and even better - in a network of large communities. There are several pluses here.

If you are running 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 subject 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 get into a team of professionals, thanks to which you yourself will begin to understand all the intricacies of SMM, and this will happen ten times faster than if you tried to learn all this on your own.

Case number 1. Launching an advertising campaign on VKontakte, through our community network

Project: I am a great hostess, wife and mother
Network of communities through which the project was promoted:SMM agency
Task: Creation information project designed 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, the community has 127 thousand subscribers.

The cost of one subscriber to the public: 2.5 rub.

Net profit of the project: 30 000 rub. per month

Case number 2. Launching the training

Task: Collecting a subscription base to participate in an online intensive
Promotion: It was carried out immediately after several large networks business publics
Main Subscription Source: Public page "Business Anatomy"
Cost per subscriber: 30 rub.

What was done.
Initially, in each business group, we bought one ad for the test. A tagged link was placed in the group, which allowed tracking the conversion of each "public". If the test results were satisfactory, negotiations began with the owner of the group regarding the purchase of advertising in bulk (10–20 advertising posts). The minimum discount that we agreed to is 30%, sometimes we managed 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 extremely low cost per subscriber in the infobusiness).

Case number 3. Showroom of children's clothing KluvaKids

Promotion: through the SMM agency of webmaster Alexander
The target audience: housewives with small children
Net profit of the project: 30 000 rub. per month

Step #3. We prepare an advertising post and launch a massive advertising campaign

2) Use bright headlines that will attract your audience like a magnet. For instance:

"SALE! Summer dresses with 80% discount"

"Secret diet! Minus 15 kg in two weeks!”

in social networks

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

5) Use a call to action:

6) Analyze competitors' posts on related topics! Identify "chips" that other market participants use and test them.

In this example, we have considered how an advertising post should look like if you are selling a product.

It is worth noting that the algorithms and scenarios for creating posts for various topics are completely different. However, this scenario can be taken as a basis, making changes to it.

In any case, the effectiveness of an advertising post should be evaluated only after the launch of the advertising campaign. First comes the ad. If it paid off and made a profit, then the post was written correctly. If not, then you need to refine, and sometimes completely redo the advertisement.

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

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

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