How targeted advertising in VK. Targeted advertisement in VKontakte, how to effectively use it and for which it is best suited. Create an advertising office

On social networks, a large audience coverage concentrates. It creates huge opportunities for entrepreneurs. After all, a properly configured advertising campaign for a long time provides business customers. But there is also a reverse side - even minor errors in the settings lead to an empty "plum" of the budget. You need to be able to correctly targe advertising in VKontakte. Therefore, the article consider the key target options.

Types of announcements

Targeting is a tool of fine segmentation target audience. With it, you can choose from all visitors suitable for us to people. Moreover, the resulting group is subjected to additional selection of non-target consumers. And this means that your banner is seen only really interested people.

On pages VK

Here is the setting of targeted advertising in VKontakte three types:

1. Application. Suitable for promoting internal games and services social network.
2. Community. Designed to promote groups and upcoming events.
3. External site. A universal version that provides for the expansion of the link to any page on the Internet.

For listed publication methods, five external display formats are set. They are not available for all types of targeting. And each has its own characteristics. For ease of comparison, we will reduce the data in the table.

Note! It is not necessary to select the size of the pictures in accurately according to the data of the table. It indicates the minimum resolution and aspect ratio. The rest is easy to do with standard editing tools in contact.

For each option, you install a 33 characters header. It is displayed in bold.

This is just one way to place targeted advertising in VKontakte, how to configure it Consider below. We only note that the effectiveness of such ads falls. This is explained by the banner blindness of users. Because of the frequent appearance of irrelevant links, people unconsciously begin to ignore them. Therefore, we developed a fundamentally new way of promotion.

In news tape

These promotional records appear when viewing visitors to the social network of news. They merge together with the publications of their friends and communities from the subscription. Often, users do not even understand that they are moving to the consultation paid service. There are four types of display:

1. Carousel. It is a horizontal tape consisting of goods cards. They can be from three to ten. And for each you can show two prices: old and new. So you inform customers about discounts.
2. Recording with button. Looks like an ordinary post. With the only difference that you add a button at the bottom with a call to action, for example, buy or call. Its functionality is configured separately.
3. Universal module. It fully complies with the classic posts of VKontakte. Supports photos, text descriptions, geometry and much more.
4. Collection of applications. Suitable for selling or educational content. It looks like a form in which visitors make their contact details: on behalf of both the phone, to the country of residence and birthday.

Unlike banners on pages in contact, for publications in the news feed, you do not need to enter photos and heading in the hard template of the site. Therefore, advertising records have enough flexible options.

Setting Ts

We listed all possible types of ads. Now consider how to set up targeting in VC with their help. As a result of these actions, we will provide a display of the selected display type, among users of interest to us. To do this, we segmented the target audience for a number of parameters.

Note! Each segment of potential customers is better to make a separate project. It helps to quickly adjust work while analyzing the efficiency of promotion.

Geography

There are two ways to track social network users:

1. In the region.
2. On the place on the map.

In the first case, we indicate the country and cities. In the second opportunity, much wider. After all, we choose a high accuracy location. Up to geographic coordinates. There may be up to one hundred such points. For each of them, we specify the range of action. It determines the place of potential customers. The options have, both add and exclude regions.

Moreover, the service determines the location not only by the IP address. The profile data, the Internet connection and the frequency of finding the selected area are taken into account. And this means that by taking configuration of targeting in VK per residents of Novokuznetsk, they see ads even if temporarily located in Moscow or St. Petersburg.

Demography

• Floor. Men are less active, but they buy faster. Women more often pass on the links, but less often reach the result.
• Age. Directly affects solvency.
• Family status. Status does not always correspond to reality. Moreover, the option increases the budget. Use it is better at extreme need. For example, for wedding Agency Or studios of children's animation.
• Birthday. Suitable for publications with goods confined to this holiday.

If possible, you need to conduct different categories of people to individual projects. After all, for a schoolgirl girl and a married forty-year-old man you need to make a different design banners.

Interests

In general terms, tell us how to properly configure targeted advertising VKontakte with this tool is very difficult. The problem is that the profile information is rarely filled completely. In this case, it does not always correspond to reality.

Therefore, the only setting that deserves attention in this section - the show in the communities. Here we specify the groups in which our target audience is presumably located. Moreover, both adding and public exception.

Education and work

This section deserves attention only as additional option. People are more likely to leave this part of the profile empty. And if they are filled, then the same position may be indicated in several variations. Therefore, careful analysis of CA pages is required.

The advantage of this method is that you can prepare literally personal appeal to the person in the ad.

Extra options

For part of the business, it is important not so much the use of "internal" targeting VKontakte, as an opportunity to set up retargeting on visitors to your own website. It provides for the connection of groups of the audience collected in the base with special scripts.

The gradation of visitors to the browser type, the operating system and the device from which they enter the social network are available. With these settings, we will additionally segment the solvency of potential customers. The function is also useful for game developers and applications.

Setting the price of advertisements

There are two options:

• CPM - payment for shows. The amount is set for each 1000 views of your entry. Moreover, with the help of the limit, the number of demonstrations to one person is limited. This makes it possible to eliminate the misuse.
• CPC - Click fees. The cost of this option is several times higher. But you get a guaranteed transition to your link.

If you are just starting to deal with how to run targeted advertising VKontakte, it is better to first select CPC. As a rule, this method is cheaper.

When setting up Target in personal Cabinet VC indicates the recommended cost of placement. Often it is overestimated. In test mode, it is enough to install half of its magnitude and look after the result.

Clickability (CTR) is important here - the ratio of the number of clicks to show. Low indicator suggests that the audience is not interested in your offer. There are two reasons for this: the capital is incorrectly chosen or appearance Banner does not stimulate the transition. So, you need to adjust the campaign.

As soon as we achieve the CTR indicator, in which views are cheaper than clicks, you can change the price on the CPM.

Analysis of statistics on an advertising campaign

Without this tool, it is impossible to effectively configure targeted advertising in VC. The likelihood of the identified budget is wasted. Therefore, be sure to analyze the diagrams on the main page of the personal account. Four parameters available:

• transitions;
• shows;
• costs.

All are displayed on the time scale. Therefore, it is possible to view information for any period. Sharp fluctuations in the schedule - reason for a detailed study of the changes. By clicking the name of the project, we see detailed reports.

When promoting the community, additional statistical data is in its control panel on the "Sources of Transition" tab. Advertising the site helps to make the correct conclusions of the web analytics. To do this, you need to pre-put UTM tags.

It is important to remember: the purpose of studying statistics is to determine which changes give positive trend. It is the increase in the "correct" actions and the exclusion of "incorrect" allow you to minimize the cost of each advertising transition.

In the article, we dismantled in detail how to make targeted advertising in VKontakte. He studied the main tools and the principles of their choice. Now you can independently advertise your community on social networks and minimize the budget.

Dmitry Dementy

Speak, the advertisement "VKontakte" works badly: on ads go some schoolchildren, the entire budget is spent during the night, and there is no result? It happens if you incorrectly choose the target audience. From this article, you will learn how to properly configure Targeting "VKontakte" to show advertisements to the right people.

How the Targeting "VKontakte" works

Imagine that you advertise auto repair services in Smolensk. You can show advertising in the most popular VKontakte communities and wait for the response. If the ad will be written "Car repair in Smolensk", customers will probably turn to you. The problem is that you pay for ads of advertising to the residents of Penza, Irkutsk and Vladivostok. In addition, you will spend funds for advertising shows from Smolensk and other cities that have no car. Moreover, we lose funds to advertise services to people who go on expensive non-merging foreign cars. And specialize in the repair of domestic cars, and you have direct supply of spare parts from AvtoVAZ.

To spend the funds effectively and conclude transactions, you should show advertising only by residents of Smolensk, having a car. It is desirable that the ads see people with not very new machines, which are suitable for spare parts from AvtoVAZ. This task can be solved using target audience targeting.

With the help of targeting, you practically eliminate non-target advertising shows. For example, do not spend money on holiday advertising in Pattaya schoolchildren who are still interested in football and dolls, and not walking on Woking Street. Advertising aiming brings such advantages:

• Increase the response: transitions and transactions.
• Reducing costs.
• Reducing the cost of attracting the client.
• Warning of a negative user reaction for misuse advertising.
• Shows of announcements of competitors' audiences.

With this manual, you will learn to target the audience in VKontakte.

How to configure Targeting "VKontakte"

Select the ad format: "Image and text", "Big Image", "Community Promotion".

Enter the header and text, download the image, select themes. If necessary, you can set the age limit for the shows. At this stage, do not waste time at these actions. Task - go to targeting the audience.

To effectively use targeting, you need to know your audience. To collect data about users, explore the market, survey real customers, use the method of buying people. You can read about it.

For the experiment, imagine that the company works in the Krasnoyarsk Territory. You serve customers in all cities in the region, except Zheleznogorsk. It is known that the female office managers from 20 to 50 years old are most often addressed. Another group of customers - IT large companies, 70% of which are men. Their age is also from 20 to 50 years.

How to set up geographic targeting

Targeting the audience groups proposed above. First, select the geography of ad impressions. Indicate as the purpose of the Krasnoyarsk Territory and exclude Zheleznogorsk.

How to set up demographic targeting

As stated above, your potential customers include women working as managers, as well as men and women working in the IT departments. Therefore, in the "Paul" section, leave the default value. Choose a male or female floor only if we sell a clearly male or female product, such as spinning or decorative cosmetics. Consider that in this case you are cutting off potential customers, such as fond of fishing women.

Indicate the age of the audience. Under the terms of the experiment, we agreed to target customers aged from 20 to 50 years. This is a wide age range, so specify it in the settings unchanged. If the age of most customers is in a narrow range, for example, 25-30 years, try to expand the target group. Specify age from 22 to 33 years old and evaluate the results of the campaign.

If necessary, limit the audience of the appearance with birthdays.

Skip the Marital Status menu. Use it only in exceptional cases, for example, if you sell gifts for the holiday of lovers.

When and how to use targeting for interests and categories of interest

In the targeting of interests you can choose the segments of the audience. These are users who are currently interested in this or that product and will be ready to buy it. For example, the advertiser can show advertising to people who often buy in online stores, look after the car, are interested in financial services. "VKontakte" refers users to the segments of the audience for their activity in the social network and on external sites.

How to target community participants

The idea is very simple: if you show the announcements to members of thematic communities, the response will be higher. For example, you can show ads for refueling cartridges to participants in all communities of relevant themes related to the selected region.

To find suitable communities, use the search "VKontakte". With the filter you can change the search criteria.

Also use the AllSocial.ru service, with which you can search and evaluate the community. Be sure to exclude from the audience of members of your community. Most likely, they will see publications so.

How to show ads to users of specific applications and sites

This task is solved using the "Applications and Sites" filter. Enter the name of the site of interest and save the options proposed options. At this stage, you can estimate the potential coverage and feasibility of targeting the audience on the selected feature.

If necessary, disable any sites or applications from the messages using the "Except" filter. Check the "Travelers" item if you need to show advertising to users who visit Vkontakte while traveling abroad.

What to do with targeting on education and position

Look for a target audience by education only if you are interested in graduates of specific educational institutions. You can also target users who recently graduated from an educational institution.

Use target aiming in extreme cases and very neat. This method of targeting can strongly narrow the audience or add non-target people to it. First, not all users indicate the position. Secondly, people who indicate the page all the place of work can enter the target audience.

For example, filter the audience by posts if you want to show advertising to specific specialists. For example, use this type of targeting if you sell dental equipment. Consider that advertising will not see dentists who did not indicate the profession in the profile.

How to use retargeting

Familiar with your business, product, site or public "Vkontakte" users respond to ads at times more often than cold audiences. This is an excellent reason to use retargeting.

To use retargeting, go to the appropriate menu in the VKontakte Advertising Cabinet. Click the "Create Audience" button.

You can create an audience using repgheting pixel or data from the file.

Download the file with the database of email addresses, phone numbers or user profile ID. Check out S. requirements for downloadable information Or use the recommendations:

• Use the CSV or TXT file.
• Write at one address, ID or phone number in the string. You can also write data into a row through a comma or a semicolon. You can learn user ID using applications.
• Specify the phone number in such formats: +711111111111111111111, 8-111-111-11-11.

You can also install the retargeting code to the site. In the "Pixels" menu, generate a pixel.

Copy the code and insert it to the site.

If the site works on WordPress, the code is convenient to insert with the HEAD plug-in, Footer and Post Injections.

Use the "Edit" menu to add / delete the audience or again get the retargeting code.

After filling the retargeting audience, create ads and run the advertising campaign.

Which services increase the effectiveness of Targeting "VKontakte"

With the help of external services, you can enhance the target audience targeting accuracy and make advertising more efficient. Pay attention to the following areas:

To increase the efficiency of advertising, it is necessary to collect data about different segments of the target audience using one or more services. Save the received data in CSV or TXT format, after which you create the appropriate retargeting groups.

Targeting audience is available in advertising automation services, such as Aori, Plarin, Sociate.Targeting. Targeting features are standard, but automation systems provide advertisers the ability to simultaneously manage advertising campaigns on several sites.

How targeting increases the effectiveness of advertising "VKontakte"

In this section, you will find successful and unsuccessful examples of targeting target audience "VKontakte". Check out the big

Specialists consider setting up targeted advertising in VKontakte one of the most difficult rates due to a large number of opportunities. Society offers more than 20 different parametersThanks to which you can create the most efficient announcements. But for this targeting need to be configured correctly.

Creating ads

To start working with targeting in VKontakte you need to go to the page https://vk.com/ads. , Choose there section "Targeted advertising" and click the "Create Announcement" button. The system will propose to choose the format in which you will create an ad.

To determine the format, it is enough to understand what exactly you will advertise, and select the appropriate option.

Formats of advertisements

VKontakte can demonstrate ads in two versions: in the form of entry in the news feed or as an ad, placed on the left under the user menu. In the first case, the appearance of advertising can be three types:

Another three formats are available for advertising applications: a special, square image and showcase applications. Communities can also be advertised by a special format in which the logo is displayed, the number of subscribers and the "Subscribe" button.

We start setting up targeted advertising in VKontakte

After the announcement format is selected, you need to accurately target the target audience. To do this, social network provides many parameters.

Geography

In this section, you can make it so that the announcement is shown not just to residents of some kind of country or city, but even a particular geographical point that can be chosen on the map. You can use targeting with a reverse value, that is, to exclude from the display of users living at a specific point.

Demography

Targeting by age is quite obvious. More worth paying attention to the last two points: "birthday" and "marital status". The first makes it possible to advertise goods and services to those users of VKontakte, who will soon have a birthday. Using the second is less obvious. As an example of advertising using this item, you can promote the promotion of wedding services to users, in the status of which is "engaged".

Interests

As an example of targeting target audience for interests, you can bring advertising in VKontakte any projects from the field of entertainment. To start advertising, such as concert musical Group, It is enough to form an ad and in the column "categories of interest" to specify the name of this group. The sale of goods or services to targeting will thus be much more complicated. Even if a person pointed out among the interests of "Cars", it does not mean that he wants to purchase a new car. The exact names of the companies, hobbies, interests should also be indicated in the column "community".

Education and work

This setting allows you to do nothing but to create a targeted advertisement by VKontakte, focused on graduates of some particular university or more students. For example, to search for employees with medical education, you can customize targeting on students and graduates of medical universities.

Extra options

From this block, the first two points are of the greatest interest, which are associated with retargeting. Using these parameters, you can configure Vkontakte in such a way that Target comes from users who have already visited your site. To do this, you must first collect the dattering dattering for retargeting and load it into VK.

Setting the price of advertising ads VKontakte

The system offers two payment options:

1. For transitions.

   Benefits:

   • money is removed only for the transition of the user on the ad, the number of shows is not limited;
   • the ability to pre-predicate the budget in advance;
   • the campaign requires smaller control.

   Disadvantages:

   • if you set the low cost per click, ads will be shown rarely;
   • high recommended bet.

2. For shows.

   Benefits:

   • rate for 1000 shows several times lower than the rates per click;
   • fast coverage of the target audience, provided it is well defined.

   Disadvantages:

   • it is impossible to predict the number of transitions;
   • need careful control over the course advertising campaign And constant adjustments.

Now you know how to configure Targeting VKontakte

As you can see, the basic settings are not so complex, and it is completely difficult to figure them out. It is enough just to arm patience and the method of trial and error to find the optimal solution of the problem. But you can do otherwise - contact the specialists who quickly and, most importantly, competently configure targeting so that you can receive target users without delay and increase your profits.

Useful 0

Two facts. The first: VKontakte is the most popular social network in RuNet. Second: There are a lot of anti-chain on the network about VKontakte advertising - about how ineffective it is.

It suggests a simple conclusion: not everyone can competently adjust the targeted campaign from scratch. In this post, I tried to reveal all the nuances and chips of the advertising office Vkontakte, so that even a novice could set effective targeting.

If you want to save time on setting up targeting and quickly discourage funds invested in advertising, order advertising from specialists:

Decide with the target audience

Take the appropriate data from Yandex.Metrics or Google Analytics (Tab "Audience" in the left menu). If there is no information about the target audience, it is necessary to build a hypothesis about who can be your potential buyer.

When we decided on the target audience, select options for advertising. Will you advertise your Vkontakte community, or attract users to the site to make conversion.

Next, form a general budget for an advertising campaign. Also be sure to lay the test budget, as it is impossible to run the campaign without dough. First you need to check the audiences, banners and all settings. Remember that for testing you need at least 2-3 days.

How to calculate the budget?

To calculate, it is necessary to know the formulas and indicators that are used in targeted advertising:

• CPS - payment for clicks;
• CTR - the clicability indicator is defined as the ratio of the number of clicks to the number of shows, is measured as a percentage;
• CPM - payment for shows (VKontakte you pay for 1000 shows);
• CR - conversion coefficient.

To calculate the budget, you can use two formulas, depending on which type of payment you will use:

1. Budget \u003d Cost for 1000 shows (CPM) / 1000 x Number of shows.
2. Budget \u003d Cost for 1 click (CPS) x Number of clicks.

Where to get the required CTR? If this is your first campaign, use the average value for VKontakte (for teasers - 0.03%, for the tape is slightly higher). In the future, take the arithmetic average of the campaigns.

Also for calculations will be useful to you these formulas:

1. Shows \u003d Clicks / CTR.
2. CTR \u003d Clicks / Shows.
3. Clicks \u003d X CTR shows.
4. Cost for 1000 shows (CPM) \u003d budget / number of shows x 1000.
5. Cost for 1 click (CPC) \u003d budget / number of clicks.
6. CR (conversion factor) \u003d number of conversions / number of clicks.

Consider an example:

Send

Our subscribers always get more.

When you all calculated, you can go to the promotional office of VKontakte and create banners and targeting.

However, you can do differently. First go to the advertising office, set up an approximate targeting to understand which approximate value you will have for clicks or shows, and then make all the calculations and proceed to creating banners and accurate targeting tuning.

How to set advertising cost?

In fact, all the audience settings affect the cost of advertising. Change at least one leads to a change in the final amount. Vkontakte always shows the coverage of the target audience corresponding to your parameters, and the recommended price in the right corner of the advertising office.

1. Bottom line. At such a price you can cover about 70% of the audience.
2. Top border. At this price, you can cover more than 90% of the audience.

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

What to choose: payment for clicks or for shows?

It all depends on the specific advertising campaign: a variety of factors affect the method of payment. But if you are just starting to master targeting, I advise you to choose the payment for clicks. So you will pay only for specific transitions on an advertisement. If you select payment for 1000 shows, with a bad targeting setting risks to merge the budget.

Be sure to install limits on all ads. It will insure extra write-offs and help control the budget.

How to work with an advertising office VKontakte?

Press "Targeted ads" and select "Create ads".

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

1. Community.
2. Record in the community.
3. External site.

1. Community advertising

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

To promote communities, you can use four formats of advertisements:

1. Image and text.
2. Big image.
3. Community promotion.
4. Special format.

All formats, except special, will be demonstrated to the user on the left - under the control panel. Therefore, such a type of advertising, it is also called TGB - a textual graphic unit, only for desktop is available. The ads of these formats have a general auction.

Image and text

Announcement format:

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

Such ad format is often used when one picture is not enough, you need to add a description of the advertised object. It is recommended to use the call to action so as not only to inform the user, but also to encourage advertising to make the necessary action: to join the community to buy goods and so on.

Big picture

Announcement format:

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

If you use this announcement option, it is important to find suitable pictures, because the person first draws attention to the image. In this format, the picture is the basis of the announcement. Such banners attract more attention.

Community promotion

Announcement format:

• Image - size 145 × 145 pixels.
• The title is unchanged. The name of your community is automatically tightened here. But if the length of the name is more than 33 characters, the text is cut. Sometimes for community advertising in such a format, it is recommended to change the name to the shorter to the advertisement look well.
• Number of subscribers.
• The "Subscribe" button.

Also in the banner indicates how many subscribers in your community, but the data is rounded. Additionally, there is a "Subscribe" button so that the user can in one click to become a community participant, excluding an extra step - the transition to the community. But if you just started to unwind your community and not many participants in it, this indication of the number of subscribers can push users.

Special format

Special format ads for communities is highlighted in a separate auction. Such ads compete for displaying only with ads of other communities of the same format. Special format declarations are shown in the VKontakte News Ribbon.

In the case of using a special community advertising format, the image must have a contrast background, that is, the use of bright shades of the background and white color is unacceptable.

Announcement format:

• image - size 256 × 256 pixels;
• the title is unchanging, the name of your community is automatically tightened; By default, the header can accommodate only 33 characters, but in fact the name is cut up to 15 characters;
• specify the number of subscribers.

2. Community recording advertising

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

What 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 a variety of goods, but you do not want to clog the community ribbon, then use hidden posts. In addition, you can create not one, but a few banners on one target audience to test. In this case, hidden posts will also be suitable.

If you create an ad for an existing post in the community, simply copy and paste the link to this post into the empty window and click Continue. All targeting settings will open.

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

To create such ads you need to specify a link to the site page where you want to give users. The domain will be tightened automatically. Press "Continue" and go to creating an ad.

• big Image;
• image and text.

When you have decided on creative and made an excellent announcement, you can start setting up targeting.

Setting Targeting Parameters

First of all, choose the subject of the announcement and subsection to which your advertisement belongs. Subsections may be several. These parameters are filled with moderators. What you select here does not affect the audience settings. For some types of advertising, age limitations should also be specified.

All further settings are already related to the audience that you select to demonstrate advertisements.

1. Geography of users

Count "Except" is needed to remove some settlements from advertising. For example, you choose a wide targeting for the whole of Russia, but exclude Moscow and St. Petersburg.

In the columns "Areas", "Metro Station", "Streets" you can specify certain locations where users will see the ad. For example, you give an advertisement to the store, which is located in the academic district of Moscow. You can consider the inhabitants of this area as potential buyers.

2. Demography of the audience

Choose the floor and age of the target audience. Relevant data is taken from user pages. But not everyone fills in full information about themselves, therefore, choosing, for example, targeting on women aged 25-35 years, you do not take into account women who did not indicate their gender or age. For a more accurate setup to the target audience, it is recommended to use other parameters.

The Birthday parameter may be useful for some products and services. So, you can offer people who soon have a birthday, buy gifts with a special discount. There are cases where such a setup really worked.

Campaign Nescafe with targeting on women's names Users and cities received more than 1 million views for the month.

Marital status The user chooses independently. This parameter can also be successfully used. For example, if a girl made a sentence, she changes the marital status to "engaged" and immediately begins to see advertising of wedding dresses, stylists, photographers.

3. Interests of users

Various interests are configured in this block. You can choose one of interests for each ad and track the reaction, or combine the parameters for narrowing the target audience. But you should not too narrow the audience! If you choose from two or more parameters, only those users who correspond to all selected parameters will be sent to your targeting, and not one of them.

The "Interests" parameter is the hobbies specified by the user on its page. There are many interests, start entering the right one and it will automatically tighten if there is listed.

Council. Remember that users do not always fill their interests. And if they are filled, then in the future or do not change them, or do it very rarely. Therefore, targeting for interests can not always give expected results.

It is better to use "categories of interest." They are calculated on the basis of user interaction with VKontakte communities and external sites of different subjects. Now the categories of interest are not so much, and they are common enough. Soon the VKontakte team promises to expand this list by adding narrower categories.

4. Community users

Another interesting parameter to configure ads - "Communities". Here you can choose any communities in which potential customers can be located. For example, if your audience is accountants, they are most likely subscribed to accounting publics, as it is important for them to be aware of news about the change in legislation.

Pay attention to the number of subscribers, their activity inside the public, on the frequency of publishing material. If the last post in the community was half a year ago, it is unlikely to be interesting.

Council. Use Parsing Services - there are paid and free, which will help you choose more accurate to segmented the audience. Including Parsing Services allow you to collect community subscribers of the necessary subjects, to identify among them active in several communities.

The "except" parameter allows you to remove the community from the targeting, which you do not want to advertise. Often indicate our community, whose subscribers and so in the course of news and shares.

5. Applications and sites

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

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

If you celebrate travelers, the service will collect all users who came to the VKontakte website 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 learning time.

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

7. Additional parameters

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

But the audience for retargeting let's consider in more detail.

This is a very important parameter that must be used if you have your own website.

How does retargeting work?

Repenting - A tool that allows you to show advertising materials to users who are already familiar with the product or service or visited the site earlier.

Repeating allows not missing "warm leads". So, if a person came to the site from contextual advertisingI looked at the goods or even put it in the basket, but in the end I did not buy, the retargeting of VKontakte will help "catch up" the user on the social network. So you increase the conversion on the site.

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

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

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

1. Specify the name of the pixel.
2. Register the site domain to which the code must be inserted.
3. Select the subject of the site.

Now you need to copy the resulting code and insert on the site between the tags. and. If you do not have access to the site code, just refer to your system administrators (or developers).

While you do not install the pixel, it will have the status "does not work." After installation, the status will be changed to "running". From now on, you can start creating and configuring the retargeting audience.

Restartgeting audience

Audience - a customizable user base VKontakte on which you can target your advertisements. The audience can be filled in two ways:

• download from the file;
• get from the site using a pixel VKontakte.

To create a retargeting audience, you need to go to the "Audience" tab and choose "Create an Audience".

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

How to create an audience with a pixel retargeting?

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

• all visitors to the site;
• users who visited individual pages.

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

1. Register the name of the audience.
2. Select the previously created pixel from the drop-down list.
3. Specify the rule "All site visitors".
4. Select the time interval for which you need data: for all time, for a month or day. The time interval can be fixed at any time.
5. Save the audience.

To create an audience of users who visited individual pages, it is necessary:

1. Specify the name of the audience.
2. Select pixel.
3. Select a rule "Users who visited certain pages."
4. Specify the time interval.

   Next, you can select the necessary parameters. Here you can specify users who visited a specific page of the site, for example, a product card. To do this, 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, it will change or not.

5. Save the audience.

How to create an audience using the list?

Enough in the window that opens, select the source "Download from the file". Next, you need to select the file on the computer and download it to the advertising office. VKontakte will automatically find users for you based on the data provided.

What data "recognizes" the system?

• email addresses;
• phones;
• User ID.

Please note that downloadable lists must match

Advertising in VK allows you to post ads on the site vk.com. Through the advertising office of the social network. The better Target is tuned in VC, the higher the probability of attracting customers and dip the attachment into advertising. In the social network Vkontakte, you can advertise the community (groups, publics, events), external sites, applications, promote their records, collect applications.

What is a targeted advertisement in VKontakte and how it works

Targeted advertising is an advertisement that is aimed at a specific audience. For example, your company is delivered to flowers in Moscow. It means that advertising must see the solvent inhabitants of Moscow, not Phase or St. Petersburg. Another example - you want to promote an iOS application. It is logical that only the owners of the iOS devices should be seen.

Targeting Setup in VK is to configure the ad parameters for the desired audience. For example, on geo, age, interests, type of device and operating system, browser, education, place of work, and so on. You can create a group of ads for different targeting parameters.

Advertising entries in the news feed

Announcement is shown in the news feed. Plus such an advertisement - she is unobtrusive and organically fits into the tape. For this format there are 6 types of promotional entries: carousel, universal entry, advertising in stories, writing with a button, collection of applications, site advertising. For advertising, you can create a separate entry or use the finished post on the community wall.

• Carousel - Allows you to add multiple card links to the ad, suitable for advertising at once several goods, services or communities. Cards can be from 3 to 10. Under each card you can make your description and add the action button.
  
  
• - This is an entry with an attachment of pictures, video, GIF or document. Used to increase coverage. Mandatory condition - you need to specify the community, on behalf of which an advertising entry appears.
  
• Advertising in stories - Announcement is shown in user history. They look like ordinary stories, through them well promote discounts, talk about store novelties, improve brand awareness. In one of the articles, we have already written about how to set up advertising in the history of VK.
• Writing with button - In such an ad, there is always a call to action: buy something, join the community, follow the link. Externally similar to a universal recording, but at the bottom of the ad there is a button. The button name is configured. If you specified the phone number, you can choose the inscription "Call, sign up, book" if you specify a link to the community, choose the inscription "Join" and so on.
  
  
• Collection of applications - This advertising format is needed to collect contacts. It allows you to receive applications directly to private messages in VC or on Emayl. Convenient, because you do not need to create a lending or a separate page for collecting leads. Here, too, you need to specify the community, on the person of which advertising is published. In the settings, you can insert the pixel code to then set up retargeting on those who discovered, but did not fill out the form. The button will be written "Fill" or "sign up". More details: How to start advertising with the form for collecting leads in VC.
  
  
• Advertising site. - Announcement for receiving traffic to the site. Externally does not differ from the type "record with the button". The main difference in the settings is not necessarily the community for this type of advertising, and the record can only lead to the site. To go on advertising to the user just click on any area of \u200b\u200bpost. At the top of the post, no "advertising entry" is written, but simply "advertising" or "site advertising". We wrote about advertising sites in VC in one of our articles.
  
  

This format is available only in the desktop version of VKontakte. Announcements are shown on the left side of the screen below the menu. Displays in the form of banners. Here are available 3 types of advertising: advertising applications, community or external site. These types of advertising differ only to the design, but the targeting settings, the model of payment and platforms are absolutely the same. In all ads you can specify the topics and age marking.

application - For those who need IFRAME and Flash applications in VC. Click on this type of advertising and enter the name of your application. Next, click the "Continue" button.

Announcement formats:

• image 145 Rx x 85 Px and text
• square image 145 Rx x 145 PC
• special 256 Rx x 256 PC
• showcase applications with a picture of 560 Rx x 315 Px

Below will be targeting settings, advertising time, setting price and accommodation (advertising platforms, display limiting, choice of RK) - As we have already said, this type of settings for all formats is the same.

Community - If you need subscribers to a group or page. Click, enter the name of the community, click "Continue".

Here 3 declaration format, Otherwise, everything, as in advertising an application. Announcement formats:

• image 145 RH X 85 PC
• big picture 145 Rx x 165 Px (without text)

Community promotion - Looks like a picture of 145 Rx x 145 RH with the name of the community and the word "join" at the bottom.

There are only 2 types of banners - an image with the text and just a picture. Ads:

• image 145 RH X 85 RH with text
• big Image 145 Rx x 165 PC

Everything else, as in the examples above.

Market platform

Repeating and Look-A-like

How much is the advertisement of VKontakte

• Payment for showing - CPM (COST PER MILLE). You pay a fixed value for 1,000 shows. Here you can reduce and increase the bet, adjusting the volume of shows. The minimum price per 1,000 shows: 30 rubles (site advertising and advertising entry), 50 rubles (advertising in stories), 1.2 rubles (advertising on the site pages).
• Payment for optimized OCPM shows - Advertising is shown to users who most likely will perform the right action. This method is only available in application collection format.
• Payment for transitions - CPC (COST PER CLICK). Here you pay for each click on the ad. Only unique transitions are paid. The minimum price for the transition: 1 ruble for site advertising or advertising recording, 6 rubles for the transition to the banner from VK pages.

What model to choose and how to determine the budget?

CPM is better to use when you need to increase coverage and brand awareness. OCPM is suitable for receiving leads without switching to the site. CPC choose when the main objective - Get transitions or transitions + Lida.

The budget depends on the mass of factors, such as the price and quality of goods, seasonality, competition in the market, the duration of the advertising campaign, as well as geo. For example, advertising on Central Russia (MSK, Peter and their region) will cost more than advertising in more remote regions.

Example:

You want to earn 100,000 rubles per month. One sale brings 1,000 rubles net profit. So you need to attract 100 customers. Conversion from the application to the client 25% - it turns out, you need 400 applications. How much are you willing to pay for 1 lid? Suppose 100 rubles. Then your budget for Target in VK - 40,000 rubles per month.

However, remember that with bad settings of the campaign, the absence of an understanding of the objectives of the Republic of Kazakhstan, inability to determine their CA can merge any budget.

We decide where we will be placed - in the news feed or on the pages of the site. Depending on this, choose a specific type of advertising.

• If you need to promote several goods / services / communities at once - choose a carousel.
• If you need to increase the coverage and awareness of the brand or report novelties, promotions and discounts - choose a universal entry or advertising in stories.
• If you need to ensure some action, for example, entering into a group, subscription or transition to the site - select an entry with a button.
• If you need transitions only to the site, then you can choose the type of "site advertising".
• If you need to collect applications in VK - choose "Collection of applications".

Let us consider in more detail the recording setting with the button is one of the most popular advertising formats in VC. Looks like an ordinary post, but allows you to get a target action from users. Click "Recording with the button" and below click "Create a New".

Step 2.:

Design: Image and Ad Text

We prescribe the main text of the post. Below attach a picture or video. Even below, the site header is displayed, it can be changed manually.

The name of the button can be changed - VK offers several options: go, open, more details, buy, buy ticket, to the store, order, sign up and so on.

Council: Do not make too long text, structure it and use emoticons. Pick pictures, clinging look. How to choose a clip for creativity, read below.

Step 3.:

Targeting setting to the target audience

This is the largest setting section, here you need to be very attentive.

Geography

Everything is simple - choose the right country, cities and regions (you can choose a specific street and metro station), which cities need to be excluded. This section is especially important for regional business. For example, you make pizza in Samara. So you choose, the Russian Federation, Samara, you can specify the streets next to your pizzeria.

Demography

Here, too, everything is simple, choose the floor, age, birthday and marital status, if it's all important for your business.

Interests

Here you already need to understand your CA. In the first section, choose a category that comes to your business or can be indirectly connected with it. If we promote the site with articles on internet marketing, then we look at which of the suggested topics can approach our Central Asia. For example, it may be those who are interested in business services. You can add several categories or dwell on some one.

You can also set up targeting on competitors' subscribers and show an advertising message to subscribers of specific communities. This is especially true if you could not choose the appropriate categories. Communities can be found in searching or downloading a separate list. Immediately you can choose activity in certain groups (because a person can be signed, but not to look into the group) and eliminate extra communities. You can specify not only the community, but also the VC applications.

There are many below additional settings, such as education and work, devices, browsers, operating system. These are narrow settings that are needed by one to those who are associated with these indicators. For example, developers for specific platforms or sellers of relevant goods - covers on iPhone 8, protective films, etc.

Even below, you can customize the preservation of the retargeting audience from those who have already interacted with your advertisement, but made a targeted action. Here you can specify an event - for example, choose only those who light record. You can remake the ad under this audience and "to choose" it.

Council: Watch up for tips on the right - they change depending on targeting settings. So you can predict coverage, shows, transitions and calculate the approximate budget.

Step 4.:

Advertising time display time

Here you can configure the display on certain days and hours. This feature is useful already after testing when you clearly understand what time your audience is most active. There is a check mark "take into account holidays", she launches advertising in holidays on schedule Sunday.

Council: Make ads for display in different time. For example, for the rooms of quests, the announcement on the weekend will begin with the text "you do not know what to take yourself at the weekend?" And on weekdays - "you don't know how to brighten the gray weekdays?"

Step 5.:

Pricing: Clicks and Shows

Here we choose the payment model - for shows or transitions, as well as a bet. Above, we have already written than these models differ from each other and what approximate budget should be calculated.

Council: The auction system operates in VC - the higher your bet, the more likely to win the auction and get more ad impressions. Consider that the audience that makes conversion actions "worth" is more expensive.

Step 6.:

Setting placement

Here you already choose where to place - in the mobile version, in desktop or and there, and there. You can also put a tick opposite the item "Show in the advertising network", then the ads will additionally enter the applications and the VC advertising network.

The placement location depends on the type of traffic that you need. If you promote applications, it is logical to place in the mobile version, and if the source of the traffic is not important, then choose all the platforms.

Targeting General Council: While setting up targeting in VC, you can immediately see the number of people suitable for specified parameters, approximate coverage, number of hits and transitions, the budget of the Republic of Kazakhstan. If the audience is too wide, then in the personal account on the right under the string "Active Audience" highlighted the "Too wide audience" tip. This means that the targeting parameters need to be narrowed. After that, the tip will change - a green tick will appear and the inscription "now everything is in order."