Read all about targeted advertising on VKontakte. A guide to correctly setting up targeting on VKontakte. How to build audiences with pixel retargeting
VKontakte is becoming more and more important information and advertising platform every day. A huge number of active VKontakte users not only communicate and learn news, but also search for goods and make purchases. Every company needs to competently use this resource to promote its business.
With a huge audience and a large number of competitors, you need to learn how to promote your product. You cannot advertise on the principle of "the more the better". You need to think about your customers and offer services only to those who are interested in it. VK targeting will help you choose them. Read in our article.
Targeting - a tool for selecting an audience for displaying posts.
This is setting up ad impressions with the ability to accurately select target audience... The advantage of this type of ad is that it accurately targets potential buyers and only picks up interested subscribers.
Setting up targeting
Targeting allows you to exclude inappropriate ad impressions, and, accordingly, to optimally use the budget spent on an advertising campaign.
- increase the number of responses and impressions
- increase audience and show ads to competitors' subscribers
- cut costs and reduce the cost of customer acquisition
Do not forget that the VKontakte administration checks the ad before publishing. Therefore, be sure to familiarize yourself with the rules of advertising and observe the established censorship.
- Click "Create ad"
- Choosing a suitable type of accommodation:
On the page:
- Application. Promotion of internal services
- Community. Promotion of groups and events
- Web site. Universal ad option with a link to any other external site
In the news feed. 4 types:
- Fast. Regular notation with text and visuals
- Record with a button. Post with a "button". The user is prompted to click on this button with a further action - buy, call, etc.
- Carousel. Horizontal strip of several product photos (from 3 to 10 pieces)
- Collection of applications. Form for filling in contact details of subscribers. Suitable for sales or educational content.
- Select the format: "Image and Text", "Large Image", "Community Promotion". The most advantageous format is a large image, it attracts more attention. We select an interesting, clear picture. It is better to publish photos of the offered product.
- We write the ad text and come up with an original post title. Loading visual material and choosing a theme
Tips for setting up VK targeting
To advertise properly, you need to understand to whomwe advertise, that is, you need to know and study your audience. Therefore, the first step is to draw up a portrait of the target audience, identify the "pain" of clients and their interests. We divide the target audience into groups and come up with a product presentation for each of them. VKontakte offers several ways to select a target audience.
Geographic targeting
2 ways of tracking: by region and by location on the map. In the first case, we can indicate users by specific cities and countries. In the second case, we set certain territorial "points" - locations. For each, you can specify the radius of action.
Benefits
Unlike contextual advertisingGeotargeting uses subscriber information directly from their page. The data is checked twice to avoid an error in the destination. The advantage is also that the system analyzes the data from the user's page and selects his favorite and frequently visited places, as well as tracks the places of Internet connection and the frequency of being in the given area. Thus, even when not in a city or in a country, a person will see an advertisement about his favorite “place”.
This method of selecting an audience is also suitable for a narrow business that offers its services only in one city or area.
disadvantages
Perhaps there are buyers outside the established territorial criterion, who, for example, will be ready to order goods via the Internet and wait for it.
Demographic targeting
Selection of the audience according to the criteria: gender, age, marital status. There is also an additional option - showing ads before the birthday.
Benefits
Correct, more personal address to each audience group in "their language".
disadvantages
The audience can be very different and each group needs to present the product in its own way. It's hard to write a universal ad for everyone interested, for example, for both children and adults at the same time.
Interest targeting
Setting up advertising by segment. This will include users who are directly interested in our product or related products. "Vkontakte" divides subscribers into certain segments depending on the activity of users in the most social network or on other sites. If you are advertising a narrow category of products, then it will be shown to a narrow category of people.
Benefits
High probability of finding new clients from other public pages. The ability to show the product to followers of competitors who may also be interested in our product, but are not yet familiar with our community.
disadvantages
There is not always access to the interests of users, since personal information and this item are rarely filled in by users entirely. We run the risk of losing those who are interested in our products, but have not noted this in their profile.
Community member targeting
We set up advertising for those groups in which our target audience can presumably be. Search "VKontakte" will help you find suitable and related groups. There is a special filter that will allow you to set certain criteria for finding the desired public. At the same time, you should exclude your subscribers from the resulting list, because they will see your ad anyway.
Benefits
This method also ensures the search for new customers from other publics and increase your subscribers.
disadvantages
This method will help in attracting an audience, but it will not always be able to “lure” users to themselves, since the community they have chosen is already familiar and familiar to them. Here we focus on the uniqueness of our product.
Targeting specific apps and sites
Using the "Applications and Sites" filter, you can select the required audience of those sites and applications that request authorization through a social network. The Exclude option excludes inappropriate users from displaying the ad.
Benefits
We work with the “hottest” audience that has installed applications or regularly visits the site.
disadvantages
Targeting by education and position
This option acts as an additional option rather than a mandatory one, and is more suitable for a very narrow category of advertising. If you are interested in people who have completed a specific educational institution, you can narrow your search using the name of your institution.
Benefits
You can literally prepare a personal address to the audience, touching on a specific "pain" and using special vocabulary.
disadvantages
Advertising may not be seen by that part of our target audience who simply did not indicate their profession in the profile. The target audience can also get those users who indicate all jobs on their page, but at the moment do not occupy a position that suits us. Therefore, we advise you to target by position only in rare cases.
Setting up retargeting
Retargeting allows you to set up ads for people who are already familiar with our product or have visited the advertiser's website. Here we work with a warm audience and increase their interest. We load the necessary subscribers either from a file or using a VK pixel.
Set the right price
Two payment options
- Pay for impressions. The amount is set for every 1000 views of your post. There is a limit on the number of impressions per person, which excludes inappropriate views. The average price per 1000 impressions is 6-10 rubles. Do not select less than 20,000 people to prevent your ad from spinning on the same pages
- Pay per clicks. This is the click-through rate, the ratio of clicks to impressions. Payment is made for each user click on the link specified in the ad. The cost of this option is higher. But you get a guaranteed transition to your link. Do not set the price for 1 click less than a ruble, but also do not overcharge
Remember: the price is set when creating an advertisement; it cannot be changed in the future. Therefore, think over the type of payment immediately.
Set the right price
The auction system is in place. The more an advertiser pays, the higher their impressions. therefore, the more expensive ads are shown first.
Analysis of advertising campaign statistics
The last tip - be sure to analyze the statistics on advertising campaign, determine the effectiveness of your advertising and the budget-to-profit ratio.
Diagrams in personal account display:
- audience coverage
- number of transitions
- costs
- click-through rate (CTR)
This information can be obtained and studied for any period of time. Settings can always be adjusted and changed. Be sure to track and optimize your ads, constantly work with statistics.
Output
Targeted advertising is an advertisement that is shown only to the audience that the advertiser needs in accordance with the specified targeting settings (geography of residence, demography, interests, etc.). Without the skills of working in an advertising office, the chances that your ad will be seen by the target audience are practically zero. Therefore, using the example of VKontakte, we will analyze how to set up advertising so that it is effective, and the cost per click does not bite.
2. You will see the VK for Business page. There will also be a link to your advertising cabinet... Select the "Targeted Ads" tab and click the "Create Ad" button.
Advertising entries in the news feed - records that are displayed directly in the VKontakte news feed, alternating with publications of friends and groups to which users are subscribed. Ads will be shown on computers mobile phones and tablets.
Advertisements on site pages - these are text and image ads that are displayed on VKontakte on the left under the menu, look like small images with text, are visible only on the desktop version of the site.
After you have decided on the type of ad, you can proceed to the ad settings. Regardless of the chosen placement format, the targeting settings are almost identical. Therefore, we will further analyze how to create ads using the "Record with a button" format as an example.
4. Select "Record with a button" and click "Create a record" (you can also select an existing publication and start advertising).
6. In the window that appears, write the text (no more than 220 characters and no more than 2 hyphens), upload a picture or video. Then add a button (in in this case - this is to join the community) and click "Create".
8. Write down the target audience settings.
On the right side of the page there is a counter that shows the potential audience reach - the number of registered VK users who will be able to see your ad, depending on the chosen targeting settings.
Each new setting will decrease or increase your potential reach. And in this case, it is important to determine the portrait of your potential buyer as accurately as possible using the functionality of the advertising office.
Specify the geography of residence of the users to whom the advertising campaign is targeted.
It can be all of Russia, 5 cities in which there are branches of the company, or, for example, certain metro stations in St. Petersburg.
It is important to select a country, the rest of the settings depend only on the size and specifics of the business: you can include or exclude the region and the city at your discretion.
Please note that the IP address is not used as the primary source of information about the user's location. The system primarily analyzes the data that users indicate on their pages, including their geolocation.
Indicate gender, age, birthday, marital status of the audience.
It is important to remember the specifics of the business. If you sell generic products, for example, there is no point in specifying gender. The age of the users also needs to be prescribed depending on who your target audience is.
It is better not to pay attention to the column "Marital status", as it may not be filled in or filled in incorrectly. But for those who have a birthday soon, you can offer a special discount. Also, this setting will be useful if you, for example, have a gift shop or balloons.
Specify the interests of the users you want to target ads.
Let's consider in detail each column for filling:
- Interests and Behavior. Interest data is automatically collected and analyzed based on user interaction with VKontakte content and advertising, visits to thematic communities and sites. Categories are constantly updated and remain relevant in accordance with the preferences of the audience. As a result, you can show ads to users who are interested in this or that topic.
- "Communities". Most of the users are subscribed to various communities. In this setting, you can simultaneously select up to 100 communities to which members you want to target.
- "With the exception of". Allows you to exclude communities for which you do not want to show ads. For example, your own, as the goal is to attract new users.
- “Community Activity”. Allows you to show ads to those who recently entered the group, joined it or commented on community posts.
- "Applications and Sites". Allows you to customize ads for those who are playing a specific application or have recently installed the game.
- "Travelers". It allows you to reach people who have been abroad at least twice in the past six months and have left from there on the social network. It can be both tourists and businessmen who fly on business trips abroad.
9. Indicate education and positions of users (if necessary).
You can choose a specific university or school and the year of their graduation. Moreover, the year of graduation can be not only current, but also future. This setting is suitable if, for example, your company has an open house and you want to invite graduates and senior students. In addition, you can set up ads for people who have certain positions in their personal data on the page. However, keep in mind that the position may be indicated incorrectly or not indicated at all. Then the ad will be shown to non-targeted users.
10. Specify additional parameters (if necessary).
Let's take a closer look at the settings from this category:
- Retargeting Audiences. Allows you to target ads to users who have provided you with their contact information (email address, phone number) or have previously visited your site, as well as to an audience similar to your community subscribers in terms of preferences and behavior. With these settings, you can set the degree of relevance, how much the new audience should be similar to yours.
- "With the exception of".Allows you to exclude retargeting audience from the overall reach of an advertising campaign.
- "Devices". Allows you to target users of certain mobile devices... Use this targeting if you're selling, for example, Apple-only accessories.
- "Operating Systems". Allows you to target people using specific operating systems installed on computers.
- "Internet browsers". Allows you to target people using specific browsers.
11. Specify the settings for saving the audience.
You can save an audience of users who, for example, viewed your post, shared it on your page, followed a link, etc., as well as set up retargeting for them.
Thanks to this setting, you can show ads at a certain time, for example, during the opening hours of the advertised establishment or when users are most receptive to it: only at lunchtime or in the evening.
13. Specify the payment method and location of the ad.
In this settings category, specify the placement of your ad based on its format. You can also choose one of two payment methods (you can change it only at the stage of creating an ad):
- for transitions (if the goal is transitions to a page, to a group);
- for impressions (if the goal is reach, engagement).
If you are launching an ad for the first time, be guided by the recommended price. Sometimes, for example, it is divided by 3 and further adjusted depending on the speed of unscrewing the advertising budget. If it unscrews quickly, you can reduce the price even more. If, on the contrary, it is slow or does not unscrew at all, try increasing the cost.
14. Click Create Ad.
After that, you can see how your ad will look in the users' feed, and you will also see all the campaign settings that were selected during the ad creation stage.
15. Write down the final parameters.
- Specify the limit (limitation) of the budget. Please note that with a daily limit, you yourself set the amount that will be debited daily, and with an ad limit, the system automatically determines how much to spend per day. After the limit is used up, ads will automatically stop. To resume, simply top up your budget and restart your ad.
- Change the ad status to "Run".
If the icon next to your ad has changed from "hourglass" to "play," then the ad has already started showing to your audience.
Now it's up to you to keep an eye on it and change your targeting settings if necessary. Using this step by step instructions, you will be able to run VK ad ads without any problems. Good luck!
From the author: Greetings. Today I will tell you about how to set up a VK target or Vkontakte targeted advertising. I must say right away that the article will not give any specific cases, we will just consider this traffic source as a whole, and I will also give several general recommendations to work with him.
What is VK target?
Target in translation from English means a goal. That is, targeted advertising can be called one that hits the target. Naturally, only if it is configured correctly. I will not configure it for you, but I will help you at least figure out the basic settings in this article.
VK target: setting, we go through advertising opportunities
I must say right away that the developers of Vkontakte gave advertisers quite ample opportunities in terms of customization. There are not so many of them, as, for example, in MyTarget, but much more than in most other systems.
Okay, from words to deeds, let's move on to creating a new ad. Immediately, the site will ask you what exactly you are going to advertise, further actions depend on this. Let's say I choose an External Site to advertise some kind of affiliate program.
So, after entering the address, it becomes available to us to create the ad itself, as well as the targeting itself, that is, the choice to whom this ad should be shown. Let's go through all the points specifically.
Ad format. There are 2 options, you can choose a small image (width is greater than height), title and description. If you think that one title (which is limited to 25 characters) will be enough, and instead of a description, you'd better insert a large image - choose a format with a large image. This format is suitable for advertising various online games and in general everything that is in high demand and does not require a special description.
The description format allows you to describe the essence of your proposal in 60 characters in more detail. Council. Immediately adjust the pictures you plan to insert to the proportions recommended by the service.
The subject of the announcement. Choose the one that comes closest to the essence of your ad. If you find it difficult to do this, choose the topic "Other". I choose it quite often, the moderators have no complaints.
Age marking. I have never indicated it, but if you think that this is relevant for your ad, you can indicate.
The most interesting thing is setting up the target audience
Here, the GEO settings are waiting for you first. In most cases, they are very important, since you can advertise a product or service that is relevant only for one country, region or city. For example, you are advertising an event that will take place in a large city. Then you need people from this city, let it be Kiev.
Accordingly, I choose the country Ukraine and the city of Kiev. The target audience and the recommended cost per click change immediately on the right. Vkontakte shows me that the target audience is almost 5 million people, although in fact I recently looked at the population of Kiev - only 3 million.
I can roughly explain why the VK target has such large numbers:
Many people register several accounts on a social network, so it turns out several accounts for one person
Many of those who live near Kiev indicate this city in their profile, although they are not its direct residents
It's just that a lot of people put on this city, although in fact they do not live in it and may have never even been.
Let's say you invite people to an IT event. In this case, the vast majority of your target audience are men. I will also set the age from 16 to 50.
But this is not the target audience yet. First, our audience is too large (over a million). Secondly, it is not targeted, since men from 16 to 50 years old can do anything: collecting coins, cycling, gambling... And we only need those who are interested in IT.
Ways to highlight your target audience
The first way is by profession. You just have to find out a list of all the main professions and enter them. See Education and Work - Positions. For example, I have introduced 2 IT-related professions.
The target audience immediately decreased and now amounts to 1800 people.
Perhaps you need more, so you can find and add more IT-related professions. Ok, this is the first way. The second way is by category of interests. Very simply, look at the Interests item and choose IT in it.
We found 105 thousand men from Kiev, aged 16 to 50, who are in one way or another interested in IT.
The disadvantage of this method is only that the interest of many can be very weak and it is not really known how much a person is really interested in this area.
The third way is by communities. Enough too a good option, because if a person is a member of the IT community, then he is at least minimally interested in this topic. This way you can select several IT communities and get a good number of potential customers.
The fourth way is by application. You can show ads only to those people who have added this or that application (from those that are on Vkontakte). Perhaps this method is not suitable for my fictional example, but for many other cases it is.
Extra options
Devices. If it is critical for you that ads are shown only to people using certain devices, choose from the list.
Operating Systems. Again, if that matters to you, pick the right OC. Let's say you advertise a program for cleaning Windows 7. Then you need to show ads only to those who have this OC.
Price setting
You can choose to pay for specific clicks or for 1000 impressions. The recommended price mainly depends on the target and especially on the GEO. For example, buying traffic from Moscow is more expensive than from less big city.
If you choose payment for clicks, then you can choose where exactly the advertisement will be shown - only Vkontakte or also on partner sites. For beginners, I recommend sticking with the social network itself.
How to set the cost of the transition itself? The most common advice is to set the average recommended price. That is, if the recommended price range is 8-12 clicks, set 10.
But in most cases, you can put less. For example, 20-50% of the recommended price: 4-5 rubles. In this case, Vkontakte may lower the ad display speed and reduce the reach.
If you decide to pay per 1,000 impressions, the cost is significantly lower. For example, if my recommended price for 1 click was 8-12 rubles, then for 1000 impressions it was 2.5-3.5 rubles. Significantly less!
At the same time, you can put even less, but when paying for impressions, it is worth remembering that the lower your price, the more Vkontakte will show your ads to the same people. If you increase the price, it starts showing up to a more unique audience. Therefore, it is not always worth saving and setting a very low price.
Also, when paying for impressions, always check the “Limit to 100 impressions per person” box. If an ad is shown 100 times to a person and he has not clicked on it, then he will hardly click on it even from the 1000th impression. Usually, if I'm interested in an ad, I click on it right away. This is why I recommend that you check this box.
This is about the very possibilities of targeted advertising on Vkontakte, but besides this I can also give you a couple useful tipshow to make your advertising more effective.
The bottom line is that you can upload a list of identifiers (or email addresses) of Vkontakte users to the system and ads will be shown only to them. Such lists can be created using parsers like TargetHunter.
Outcome
So we have disassembled the VK target setting. In fact, this is a fairly simple source of traffic, simpler than contextual advertising or MyTarget. But not the easiest one either. You can learn to work with it quickly enough.
Who knows, maybe it is with the help of targeted Vkontakte advertising that you can earn your first money on affiliate programs... Today I told you about the basic settings and capabilities, and also shared my checklist on how to improve the effectiveness of your targeted Vkontakte advertising. Good luck!
Two facts. First: VKontakte is the most popular social network on the Russian Internet. Second: there are a lot of anti-cases on the network about VKontakte advertising - about how ineffective it is.
A simple conclusion suggests itself: not everyone can competently set up a targeted campaign from scratch. In this post I tried to reveal all the nuances and tricks of the VKontakte advertising account so that even a beginner can set up effective targeting.
If you want to save time on setting up targeting and quickly recoup your investment in advertising, order advertising from specialists:
Decide on your target audience
Take the relevant data from Yandex.Metrica or Google Analytics (“Audience” tab in the left menu). If there is no information about the target audience, you need to build a hypothesis about who your potential buyer might be.
When you have decided on the target audience, choose the options for placing your advertisements. Will you advertise your VK community, or attract users to the site for conversion.
Next, create a general budget for the advertising campaign. Also, be sure to set a test budget, as you cannot launch a campaign without a test. First you need to check audiences, banners and all settings. Remember that testing takes at least 2-3 days.
How do I calculate the budget?
To calculate, you need to know the formulas and indicators that are used in targeted advertising:
- CPC - pay per clicks;
- CTR - click-through rate, defined as the ratio of the number of clicks to the number of impressions, measured as a percentage;
- CPM - payment for impressions (VKontakte you pay for 1000 impressions);
- CR is the conversion rate.
You can use two formulas to calculate the budget, depending on which type of payment you will be using:
- Budget \u003d Cost per 1000 impressions (CPM) / 1000 x Number of impressions.
- Budget \u003d cost per click (CPC) x number of clicks.
Where can I get the CTR required for calculating? If this is your first campaign, use the average for VKontakte (for teasers - 0.03%, for the feed - a little higher). In the future, take the arithmetic mean of the campaigns conducted.
These formulas are also useful for calculations:
- Impressions \u003d clicks / CTR.
- CTR \u003d Clicks / Impressions.
- Clicks \u003d Impressions x CTR.
- Cost per 1000 impressions (CPM) \u003d budget / impressions x 1000.
- Cost Per Click (CPC) \u003d Budget / Clicks.
- CR (conversion rate) \u003d number of conversions / number of clicks.
Let's consider an example:
How to set up targeting on Vkontakte? Sooner or later, people who run their business on Vkontakte face this issue. In this article, you will learn how to properly set up targeted advertising on Vkontakte in 2020 and, most importantly, get detailed step-by-step instructions.
Keep this article for yourself. You can come back to it at the moment when you are ready to start setting up an advertising campaign!
The content of the article:
Where to start, you ask yourself?
Decide on your target audience
Take the relevant data from Yandex.Metrica or Google Analytics (Audience tab in the left menu). If there is no information about the target audience, you need to build a hypothesis about who your potential buyer might be.
When you have decided on the target audience, choose the options for placing your advertisements. Will you advertise your VK community, or attract users to the site for conversion.
Next, create a general budget for the advertising campaign. Also, be sure to set a test budget, as you cannot launch a campaign without a test. First you need to check audiences, banners and all settings. Remember that testing takes at least 2-3 days.
How to calculate the budget of an advertising company?
To calculate, you need to know the formulas and indicators that are used in targeted advertising:
- CPC - pay per clicks;
- CTR - click-through rate, defined as the ratio of the number of clicks to the number of impressions, measured as a percentage;
- CPM - payment for impressions (VKontakte you pay for 1000 impressions);
- CR is the conversion rate.
You can use two formulas to calculate the budget, depending on which type of payment you will be using:
- Budget \u003d Cost per 1000 impressions (CPM) / 1000 x Number of impressions.
- Budget \u003d cost per click (CPC) x number of clicks.
Where can I get the CTR required for calculating? If this is your first campaign, use the average for VKontakte (for teasers - 0.03%, for the feed - a little higher). In the future, take the arithmetic mean of the campaigns conducted.
These formulas are also useful for calculations:
- Impressions \u003d clicks / CTR.
- CTR \u003d Clicks / Impressions.
- Clicks \u003d Impressions x CTR.
- Cost per 1000 impressions (CPM) \u003d budget / impressions x 1000.
- Cost Per Click (CPC) \u003d Budget / Clicks.
- CR (conversion rate) \u003d number of conversions / number of clicks.
Let's consider an example:
CR (conversion rate) = 7% .
It was committed 500 clicks.
500 clicks x 7% \u003d 35 conversions (leads).
Average company check - 3,500 rubles.
Marketing costs - 30%, which means that you can spend no more than 1050 rubles (3500 rubles x 30%) to attract one client.
Total budget of the Republic of Kazakhstan (for 35 leads): 35 clicks x 1050 rubles \u003d 36 750 rubles.
Cost per click (CPC): 36 750 rubles / 500 clicks \u003d 73.5 rubles.
CTR \u003d 0.9% (you can set a different CTR based on the experience of advertising campaigns).
500 clicks / 0.9% \u003d 55,556 Views.
Cost per 1000 impressions (CPM): 36 750 rubles / 55 556 impressions x 1000 \u003d 661 rubles.
When you have calculated everything, you can go to the VKontakte advertising account and create banners and targetings.
However, you can do it differently. First, go to the advertising account, set up approximate targeting in order to understand what the estimated cost you will have for clicks or impressions, and then make all the calculations and start creating banners and fine-tuning targeting.
How to set the cost of Vkontakte advertising?
In fact, all audience settings affect the cost of the ad. Changing at least one leads to a change in the total amount. VKontakte always shows the reach of the target audience that matches your parameters, and the recommended price in the right corner of the advertising office.
- Bottom line. At that price, you can reach about 70% of your audience.
- Upper bound. At this price, you can reach over 90% of your audience.
Reaching 100% of the entire audience is impossible. Not all VKontakte users log on to the network regularly, which means they will be able to see your ads.
Remember: VKontakte inflates the price for ad ads, so I advise you to start with a lower rate - from 30%. At least as a test of the settings. The first price auction works on the social network - exactly the amount that you set as a bid is debited.
What to choose: pay per click or per impression?
It all depends on the specific advertising campaign: many factors affect the payment method. But if you're just getting started with targeting, I recommend choosing pay per click. This will only pay you for specific clicks on your ad. If you choose to pay per 1,000 impressions, you run the risk of wasting your budget with poor targeting settings.
Be sure to set limits on all ads. This will insure you against unnecessary write-offs and help you control your budget.
How to work with a VKontakte advertising account?
- Carousel. Here you can pack from 3 to 10 product cards, a link and a phone number where you can place an order. The carousel is highlighted in the users' news feed.
- Record with a button. More versatile than a carousel, but there is only one target action to be taken by the client. The options are sign up, buy, join, and so on. Will also be shown in the news feed.
- Universal text and graphic block. Shown in the sidebar of the VKontakte menu. You can sew a link or phone number.
- Collection of applications. Designed to get contact information of users. Display place - news feed.
- Advertising in stories. Fresh format advertising recorddesigned to be posted in user stories. It hangs like regular stories for 24 hours.
- Website advertising. An external link is inserted into this block to go to an external resource. Designed to increase website traffic from social networks.
Setting targeting options
The first step is to choose the subject of your ad and the subsection to which your ad belongs. There can be several subsections. These parameters are filled in for moderators. What you select here does not affect your audience settings. For some types of advertising, you must also include an age limit.
All further settings already apply to the audience that you choose to serve ads.
1. Geography of users
The column "Except" is needed to remove some localities from advertising. For example, you choose broad targeting for all of Russia, but exclude Moscow and St. Petersburg.
In the columns "Districts", "Metro stations", "Streets", you can specify certain locations where users will see the ad. For example, you advertise a store located in the Academic District of Moscow. You can consider residents of this area as potential buyers.
2. Audience demographics
We choose the gender and age of the target audience. The relevant data is taken from the user pages. But not everyone fills out full information about themselves, therefore, 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 a more precise adjustment to the target audience, it is recommended to use other parameters.
The parameter "Birthday" can be useful for some goods and services. So, you can invite people who have a birthday soon to buy gifts with a special discount. There are cases where such a setting really worked.
The user chooses his marital status independently. This parameter can also be used successfully. For example, if a girl is proposed to, she changes her marital status to “Engaged” and immediately starts seeing ads for wedding dresses, stylists, and photographers.
3. User interests
Various interests are configured in this block. You can choose one of the interests for each ad and track the reaction, or combine parameters to narrow the target audience. But don't narrow the audience too narrow! If you choose from two or more parameters, then only those users will be included in your targeting that match all the selected parameters at once, and not one of them.
The "Interests" parameter is a hobby specified by the user on his page. There are many interests, start typing the one you need in the field and it will automatically be pulled up if it is in the list.
Advice... Remember that users don't always fill their interests. And if they do, then in the future they either do not change them, or they do it very rarely. Therefore, interest targeting may not always produce the expected results.
Better to use Categories of Interests. They are calculated based on the user's interaction with the VKontakte communities and external sites of various topics. Now there are not so many categories of interests, and they are quite general. Soon the VK team promises to expand this list by adding narrower categories.
4. User communities
Another interesting setting for customizing ads is “communities”. Here you can select any communities that you think potential customers might be. For example, if your audience is accountants, they are most likely subscribed to accounting publics, since it is important for them to keep abreast of news about changes in legislation.
Pay attention to the number of subscribers, their activity within the public, and the frequency of publications of the material. If the last post in the community was six months ago, it is unlikely to be interesting.
Advice... Use scraping services - there are paid and free ones that will help you segment your audience more accurately. Including parsing services, you can collect subscribers of communities of the desired topic, identify active ones among them, consisting in several communities.
The Except option allows you to remove from targeting communities that you do not want to advertise to. They often indicate their community here, whose subscribers are already aware of news and promotions.
5. Apps and sites
Here you can specify the sites on which the user is authorized through his VKontakte account, or with the help of various applications that the visitor uses. They can be excluded from targeting.
VKontakte also allows you to select the user's religious affiliation.
If you mark travelers, the service will collect all users who have visited the VKontakte website from at least two different countries in the last year.
6. Education and work
When choosing a secondary or higher education, the service allows you to select certain educational institutions and training times.
You can also select user positions. The data for this parameter is collected from the personal pages of users.
7. Additional parameters
Devices, operating systems and browsers used by users can be selected from the proposed list. It is enough to start entering the required parameter.
But let's take a closer look at audiences for retargeting.
This is a very important parameter that you should definitely use if you have your own website.
How does retargeting work?
Retargeting - a tool that allows you to show advertising materials to users who are already familiar with the product or service or have visited the site before.
Retargeting allows you not to miss out on warm leads. So, if a person came to the site from contextual advertising, looked at the product or even put it in the basket, but did not buy in the end, VKontakte retargeting will help "catch up" the user on the social network. Thus, you increase conversions on the site.
For VKontakte, it is better to collect an audience of at least 1000 people, but it is better to start with 3000 or more users.
To set up retargeting, you need to generate a retargeting code (or pixel) and insert it into your website. Then VKontakte will be able to collect site visitors so that in the future you can catch up with them with advertising.
To get started, go to the left menu in the section "Retargeting" .
To create a pixel, you need to follow three simple steps:
- Specify the name of the pixel.
- Register the domain of the site where you need to insert the code.
- Choose a site theme.
Now you need to copy the resulting code and paste it on the site between the tags
and... If you don't have access to the site code, just contact your system administrators (or developers).
Until you set a pixel, it will have a "not working" status. After installation, the status will change to "running". From this point on, you can start creating and customizing retargeting audiences.
Retargeting audiences
Audience is a custom VKontakte user base that you can target your advertisements to. The audience can be filled in two ways:
- load from file;
- get from the site using the pixel VKontakte.
To create a retargeting audience, you need to go to the “Audiences” tab and select “Create Audience”.
In the window that opens, the service offers two options for collecting an audience: using a pixel, or by downloading a file.
How do I create audiences with pixel retargeting?
With a pixel, you can create two types of audiences:
- all site visitors;
- users who have visited individual pages.
To create an audience of all site visitors, you must:
- Write the name of the audience.
- Select a previously created pixel from the drop-down list.
- Specify the rule "All site visitors".
- Select the time period for which you need data: for all time, for a month or a day. The time interval can be corrected in the future at any time.
- Save audience.
To create an audience of users who have visited individual pages, you must:
- Specify the name of the audience.
- Select a pixel.
- Select the rule "Users who visited specific pages".
- Specify the time interval. Then you can select the necessary parameters. Here you can specify users who have 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 whether it will change or not.
- Save audience.
How do I create an audience using a list?
It is enough to select the source "Load from file" in the window that opens. Next, you need to select a file on your computer and upload it to the ad account. VKontakte will automatically find users for you based on the data provided.
What data does the system "recognize"?
- email addresses;
- telephones;
- User ID.
Please note that downloadable lists must match