Advertising does not open in contact. Targeted VKontakte advertising, how to use it effectively and what it is best suited for. I can give you my results as an example.

Targeted advertising Vkontakte

Creating an advertisement on Vkontakte

Setting up and creating a Vkontakte advertisement

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

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

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

In the "Short name" field, you can write a name that will be used to identify the entry in your personal account and SMS notifications. No one but you will see it.

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

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

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

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

Application statuses

Vkontakte advertising campaign statistics

Hello, dear readers of the blog site. In the article "", we considered a number of options for attracting interested visitors (buyers) to our resource.

It is clear that without this, any project becomes meaningless, so everyone is trying to use these available funds to the maximum. We have already begun to talk in detail about, as well as about. In fact, these are wonderful tools that, with the right approach, can provide you with a good start.

But to complete the picture, it will still be necessary to use social networks. They often open up completely new horizons and allow you to reach the audience interested in your products, which cannot be covered by traditional means. We have already started talking about and. However, the largest and most popular in Runet remained not covered by our attention.

What is Vkontakte targeting?

audience social network Many mistakenly consider Vkontakte to be poorly convertible, because there, supposedly, mainly . Actually, yes, there is indeed a higher percentage of shkolota on Vkontakte than on Facebook, because there are many free goodies. But this does not mean at all that there is no solvent audience there - it is simply more blurred than in such social networks as Facebook, Google Plus or LinkedIn.

However, the advertising targeting methods available on Vkontakte (setting only to the audience you need) and the relatively recent retargeting easily allow you to weed out network users who are not targeted for your offer. Let me explain a little about retargeting. It, in fact, makes it possible to show ads in Contact to users already familiar to you, whom you upload to your advertising account using a list of Email addresses, or phones, or IDs, or by collecting information about them on your site by setting a special code .

After the advent of retargeting in the settings of the Vkontakte advertising account, many even stopped using regular targeting. Moreover, how and where you collected a list of these Emails, phones or IDs is not important, but looking ahead I will say that for this purpose you can use scripts, online services and even applications for Contact. Everything works great, and you don't even need to. A little lower I will give examples of using retargeting, which will maximize the conversion of traffic from Contact and reduce the cost of an advertising campaign.

Actually, for those who do not know, blocks with targeted ads are displayed in the left column on the Contact pages (usually the ad consists of a title and an image, and in some cases a description may also be added to them):

Under them there is a button "All Ads", by clicking on which you can view the entire range of advertising topics that are offered to you. In theory, all of them should correspond to your interests and aspirations, but in practice this is far from always the case. In this and subsequent articles, we will just deal with minimizing the display of our ads to users who are not interested in them, as well as making them as interesting as possible for them in order to increase their click-through rate (CTR).

CTR (the ratio of views to the number of clicks multiplied by one hundred percent) in targeted advertising, as well as in contextual advertising, is used to evaluate the effectiveness of ads, and the higher it is, the less you will pay per click. Although, on Vkontakte you can choose between two types of payment:

1. Per clicks
2. For impressions

To understand which payment method will be the most profitable for you, you need to conduct experiments (test an advertising campaign with a modest budget - at least 100 rubles), by the way, in ninety percent of cases it will be more profitable to use the “per impressions” payment option, and only when trying to reach a huge according to the size of the audience, pay-per-clicks may be preferable. Below we will talk about this in a little more detail.

The “Per impressions” option will give you a lot of traffic for relatively small amounts, but with the proper skill. In the “Per clicks” option, it is rather difficult to achieve a low cost per click (you need a good CPA of ads), and a large number of clicks with this approach will be difficult. Therefore, it is easier and, in most cases, it is cheaper to use the Vkontakte advertising option when paying for "Per impressions".

Let's quickly go over how to get yourself an advertising account on Vkontakte (by default, it is not active for you) and start creating an ad. Well, along the way, we'll talk about what you should pay attention to. Special attention, and what you can not bother with, because it does not greatly affect the success of an advertising campaign. So, at the bottom of any Contact page, you will find a button "Advertising". By clicking on it, you will be taken to the page for choosing which tool you want to use:

Here, by the way, the second sentence “Promotional posts in communities” is interesting. The fact is that Vkontakte could always be used for advertising purposes in two ways: either set up targeting in your official advertising account, or search for popular publics that suit your topics and offer their owners to publish your advertising post. In the latter case, Contact remained, as it were, out of business, which is why they stirred up such a thing (essentially, an exchange for placing records in public).

But we will talk about it later, because today we are only interested in targeted advertising and retargeting in particular. So we click on the button "Targeted Ads". In the window that opens, you will be briefly introduced to the features of the target, after which you just have to click on the "Create ad" button. A form will open with a lot of different fields (we'll talk about them a little later).

You can fill them out at random for now to create a test ad. Together with him will be created and your advertising account Vkontakte. After that, the "Advertising" tab will appear in your left menu, by which you can quickly enter this very office.

What is the difference between targeted advertising Vkontakte?

We will return to creating an ad, but for now I want to explain to you, How is targeted advertising different? from media or contextual advertising, and what is its feature.

1. In the case of using media advertising (banners, etc.), you pay for showing the ad to an audience that may include your target users. Their percentage, as a rule, will be very different from a hundred (much like a not very strong hit of television advertising in the audience). In this regard, targeting is much more selective. By fine-tuning, you can ensure that you pay only for the users you need (targeted and motivated, who are potentially interested in your offer).
2. In the case of using contextual advertising, it is linked to search queries entered by the user in the search line (advertising in the issue), or linked to his recent interests (again, determined by previously entered queries) or to the content of the page on which the ad is shown (advertising on websites). partners). Targeted advertising is tied to data that the system (in our case, Vkontakte) knows about the user - his geographical location, socio-demographic position, interests, and much more.

But this is not the main thing. Main the difference between contextual advertising and targeted advertising lies in the degree of readiness of a potential client to buy - whether he is ready to buy initially or you should encourage him to do so.

1. AT contextual advertising there are mainly so-called "warm clients". They enter the search, already having the goal of buying something (albeit not on the first site they come across, but in general), enter their request, conduct quality and price studies, and then get from advertising to your site and become your customers .
2. (they came to Vkontakte in no case to buy, but to communicate), i.e. We show ads to users in order to arouse their interest. Then they need to be "warmed up".
   1. For this purpose, they are used, in the case of goods that are not very expensive (when it is quite simple for a visitor to make a purchase decision). Such sales can be compared to trade in transport, when passengers decide to quickly buy only not very expensive goods. With regard to Kontakt, everything that costs less than a couple of thousand rubles can be attributed to the category of spontaneous purchases (clothing can be somewhat out of this price category).
   2. Or you can send potential customers to the Contact communities (), in the case of expensive or complex goods (services), when people need time to think. In the second case, you "process" visitors in the community, turning "cold" customers into "warm" ones. These are the so-called "long purchases" ( expensive goods, complex services, events, etc.) that require reflection. It is in the community that you explain to him the importance of your offer, its features, uniqueness, merits, so that he is convinced of the need for this purchase. It will not be difficult for him to join the community (if this topic he is somehow interested), after which he will start receiving your newsletter. It is possible that the process of "warming" (maturation) of users may take weeks or even months, but with the proper approach, everything will work out.

Where to send customers from advertising - to the site or to the community?

Once again we will fix - when to send the user from Vkontakte advertising to an external site, and when to the community?

1. If the advertised product costs less than 2000 rubles. In this case, it makes sense to lead the client to a landing (or one-pager)
2. If there is enough information on the landing page itself to persuade the client to buy (read about)
3. If the user does not need to pay - games, promo sites, etc.

1. If you have a large online store, or famous brand. In this case, your need, most likely, will not be limited to one purchase - you need constant sales. In the community, you post interesting content that you dilute with selling posts about new products, offers or promotions. It will be much more convenient, far-sighted and practical.
2. If you have a local business (for example, a restaurant, fitness club or cafe). A person joins a community where you can communicate with him, find out his opinion about your service, read his reviews and try to take them into account. Well, of course, with a good community, this client can become a permanent one for you.
3. If you are selling complex or expensive products or services. In this case, with the help of the community, you will be able to explain to the user why this product costs so much money, why it is good and what is its advantage over competitors.

For whom is targeting suitable (advertising in VKontakte)?

1. If you have an offer suitable for a wide range of users (consumer goods). Things that are of interest to many. The wider your potential target audience, the better it will go on social media.
2. If you have your own thematic community on Vkontakte, then targeting can be a very good way to attract users and subscribers to it.
3. If you have an online store, then through social networks it is quite possible to successfully build sales. Vkontakte will give you new customers, new sales and additional profit compared to all other ways to attract customers.
4. Games and mobile applications work well through targeting, because it is very easy to set up ads for those who have mobile devices or those who play on social networks.
5. Cafes, restaurants, fitness, clubs and other local businesses almost always have their own representation in social networks, and attracting visitors from there using targeting would be a logical continuation of cooperation.
6. If you want to attract users to some events, concerts, parties and other events that are aimed at a wide audience, then Vkontakte is perfect for you.
7. Also in social networks, you can perfectly advertise various information products, seminars, conferences, coaching, etc. things.
8. To summarize, we can say that Vkontakte advertising works well for a customer-oriented business (and not a business for business).

For whom is Vkontakte advertising not suitable?

There are a number of service industries and businesses that are enough expensive and not very effective to promote using targeting in Vkontakte(context in this case may be preferable). Basically, the problem lies in the difficulty of selecting the right audience, although with the advent of retargeting (we will talk about it in great detail in subsequent articles), this problem has become quite solvable in some cases. The second problem is that most often people on social networks are not interested in these topics.

It is very difficult to promote Vkontakte (perhaps with the exception of Internet marketing). Those. targeting is not very suitable for B2B outside the Internet (sales of building materials, video surveillance systems, office supplies and everything else that is configured to work with a business that is not related to the Internet).

First, it is difficult to target suppliers for the right business, and even if it hits the right network user, it’s not a fact that he wants to change the supplier he already has. Secondly, suppliers are also people and they go to Contact to take a break from work, and not continue to do it. If he needs your service, he will go to Yandex or Google and find everything there. Internet marketers actually work in the social network, so landing pages, etc. You can advertise things on Vkontakte with success.

1. Go hard complex highly specialized services(data protection, alarm systems, etc.), which are incomprehensible to most Vkontakte users. It will be quite difficult to find the target audience who will be interested in it. The more complex the service, the more difficult it is to find an audience on the social network. Although, again, with the advent of retargeting, it has become possible to allocate an audience for highly specialized offers, but some difficulties still remain.
2. Difficult to promote by targeting medical services , because there are a lot of nuances for each of their types, primarily related to the passage of moderation (you need to collect and send information about your activities and coordinate such announcements in every possible way). In addition, the cost of attracting a client may be higher than in the context, which is not good. Secondly, it is again difficult to target (select) the target audience, although you can focus on some thematic medical communities. But then again, the users of these communities are already "addicted" to the services of that medical center, which this community has created and maintains. There must be a good reason for users to change benchmarks (for example, if your offer will have a significantly lower price). Services in cosmetology medicine (plastic, etc.) are moving a little better, because this is more interesting to the people.
3. Quite often they try to promote with targeting real estate, but this is far from always effective, because it is incredibly difficult to find a buyer for an apartment using targeted advertising on Vkontakte. You will need to reach a huge audience to get a chance at at least one sale. Moreover, nothing special can be done except for setting up for megacities and solvent age. A more promising method for selling real estate would be to create a thematic community or conduct seminars (for example, about mortgages, or how to buy an apartment), but this will require a lot of work and add work to you. Things are better with the delivery and rental of apartments through targeting.

The above facts in no way beg the merits of any of the above methods of advertising, they simply illustrate their significant differences. The social network Vkontakte, due to its specificity, aggregates a huge layer of knowledge about the users who are registered and communicate in it. It is thanks to this that, with the proper skill, it is possible only for those network users who, a priori, will be interested in it. Well, with the advent of the possibility of using retargeting, the accuracy of targeting the user has become even higher.

1. In VKontakte, goods and services worth up to five to six thousand rubles are sold well. Everything that is more expensive can be tried, but the probability effective sales The audience of this social network is already declining.
2. In addition, it is worth saying that it is best to sell consumer goods here. With the advent of retargeting, advertising of highly specialized offers has also become quite possible and effective, but it’s easier to sell consumer goods.
3. If a product, service or brand has a community of fans on Vkontakte, then this will be a great help, because targeting by groups works best.
4. As a rule, it is better to direct the flow of visitors attracted from targeted advertising to an external site (or your site) than to a group or public in the social network itself. But again, you need to experiment.
5. The prices for advertising on Vkontakte are somewhat higher than on Vkontakte, but here you can very quickly (with the right approach) get a decent flow of interested visitors, which will result in dozens of orders for inexpensive goods per day. There is an example when the owner of an online store spends two hundred thousand rubles a month on targeted advertising and is very pleased with the margin extracted from this business.

Ad moderation and basic advertising campaign parameters

In addition, you should know that (for example, alcohol, tobacco and other filth). Well, everything else that is prohibited by Russian law. Actually, all your ads will be moderated and forbidden topics will not be missed, but if you are contracting for someone to attract traffic from Vkontakte, then check out

Users from our country, and this is a third of the population of Russia. These are the most different people, among which there is a target audience that is of interest to businessmen of any direction. How to isolate among millions of users those who will be interested in your offer? To do this, there is targeted advertising - advertising for which you yourself choose the parameters of the audience. For example, gender, region, age, presence of children and other characteristics that determine whether a person will be interested in your offer or not?

In this article you will find tips and step by step guide how to set up and place targeted advertising on VKontakte, how to analyze the results and how to achieve the best. Read if this is still a new area for you and you have never used this advertising channel.

#1 How much do you plan to spend on advertising

Consider this question beforehand. The minimum amount that can be spent is 500 rubles, it is technically impossible to enter a smaller amount into the system. Try to start advertising company from a thousand or two rubles, then you will evaluate the first results and understand how to do everything correctly and efficiently. Since VKontakte has an advance payment system, you don’t have to worry about losing money.

First, before transferring money, you need to familiarize yourself with the rules for advertising and restrictions. If then some points do not suit you, it will be problematic to withdraw money back. First you need to answer the following questions for yourself:

• whether advertising of my topic is allowed in social networks and VKontakte (there are types of goods whose advertising is prohibited on this platform);
• is it even possible to advertise my landing page (landing or website) on VKontakte;
• whether my images and texts are suitable for advertising or whether they need to be replaced: then you need to find replacement images right away so that there are no difficulties later;
• what does practice say, do you know examples of successful promotion of goods or services on VKontakte on your topic or on a similar one? Is my target audience present on VKontakte?

Where to look for answers to these questions. It is not simple. You need to study several sources to get an accurate picture of what you can expect: whether your advertising will be effective or not. Of course, you can immediately order a paid consultation from VKontakte marketing experts.

If you are interested in free options, use these:

• Ask for advice on thematic forums. For example, in the "community" - this is the largest, friendliest, most popular community of SMM specialists on VKontakte (in the community, the administrator Sergey Fedyunin is a well-known speaker and teacher of Netology). Experienced SMS specialists, marketers and targetologists gather here to share their experience and knowledge with beginners.
• See case studies. There is such a community called (in the community, the administrator is Dmitry Rumyantsev, a very well-known expert on the VKontakte social network). It may be that someone has already dealt with such a problem and there is even a scheme that you can just take and apply.
• Read all instructions carefully- , are listed there general principles and the requirements for text and images are described in great detail and in an accessible way. You need to read the restrictions imposed by the law - what topics cannot be advertised and promoted. Check if your theme is listed.

For example, what might be the restrictions:

• network marketing VKontakte is included in the list of topics not allowed for advertising promotion;
• if you are going to advertise an online grocery store, prepare certificates and other documents for products;
• check if you have an order form on your site, but there is no information about the use of personal data, then moderators will not allow you to direct advertising to it.

Each ad is manually checked by VKontakte moderators for compliance with all the requirements listed in the rules. Therefore, moderation can take up to 12 hours.

In general, if you are going to allocate from 500 rubles. to VKontakte advertising and your topic is allowed for promotion, if there are your potential customers and target audience on the social network, then proceed to the next step.

• from targeted ads;
• with promoting records;
• from posting advertisements in communities;
• from accommodation special offers in games.

You can read about the features of each type in the corresponding ones, but we are interested in specifically targeted ads. Targeted ads are the most popular, inexpensive and effective type of advertising when properly configured. The name targeting comes from the English expression "target" - this means "target" in translation. This name was not chosen by chance. Targeted ads can be fine-tuned for a specific target audience and run ads directly for them.

But in general, you can orient yourself in all types of advertising by reading, all the terms and principles of advertising are described in detail there. And if you are used to receiving information by ear, you can use video recordings of webinars. Online webinars from SMM trainer P. Beskhitrov are: or. You can find them through Google and see if you don’t want to read a dry reference.

#4 You need to register an account and create an advertising account

This step is necessary if you do not have your own VKontakte account. From your account, follow the link, you will find it in the bottom menu of the platform. Then go to the tab "targeted advertising". Find a button "Create Ad", click on it and start selecting options.

Your Personal Area has already been automatically created and next time you will immediately enter it when you click on the "Advertising" link that appears in the left menu on your account page.

#5 Choosing an ad option

• If you already have a VKontakte community, and now you want to start promoting it, then you need to select the tab "Community";
• If you just want to advertise a product, a service offered, a future event with a link to a landing page or website, select the tab "External Site";
• If you want to try to promote a contest that sells a post, share - check the box "Record in the Community". There is a limitation here - your group must have more than 2500 subscribers, and you must be a community administrator in order to be able to promote it;
• You will also have tabs available. « Mobile app» , "VKontakte Application", "Video Recording"- they are rarely used and only for the object of the same name.

After you have selected an object, you need to specify a link to it and move on by clicking on the button "Proceed".

Let's consider a practical example. For example, we need to spread the word about a promotion. To do this, we will use the "External site" option to draw the attention of potential customers to the promotion "10% discount on coconut oil" on the promoted site of Asian cosmetics "Shaltay". In this case, we solve 3 tasks: we inform network users about the promotion, the product, and the availability of such a store.

To do everything right, we act p.p.:

• choose a format;
• uploading a photo;
• write the title text, fill in the description;
• indicate the topic and subsection,
• enter age marking.

If you're having trouble, you can hover over the setup fields you need to fill out and help will appear.

For example, for our example, the format for "External Site" is the most popular option. image and text. If you decide to put big image, then the height of the image will double to a size of 90*120. Thus, you will attract maximum attention to advertising. However, you will have little space for text - only the title will fit, and the description itself will not be included. Is there some more exclusive format- after payment, your ad will be placed the only one on the page. But the cost of such accommodation will be 2 times more. Thus, if you are first starting promotional activities, start with the Image and Text format as the easiest.

For our example, the Shaltai online store, you can:

Very convenient - on the right side of the page there is a counter, where you can immediately see the number of VKontakte users who will see your ad. It will be clearly seen how much each setting will reduce the audience, affecting the cost of advertising.

Of course, there are some nuances here, which can only be understood in practice. For example, with our placement of the "Humpty" advertisement, we will get the following target audience: girls and women, residents of Russia from 16 years old, who are interested in beauty and fashion and health. We do not need the "Education and work" settings. As a result, we get an audience of more than 9 million people, with a recommended CPC on the VKontakte platform from 27 rubles. up to 34 rubles It is very expensive.

How to be?

If we select Moscow and St. Petersburg in the settings, the cost per click will only increase to 34 - 46 rubles. Because the audience from these cities is the most expensive. Therefore, it is better to exclude Moscow and St. Petersburg, putting them on the list of exceptions.

Age should be limited to 60 years. Remove partner sites at the same time, leave only the social network. Thus, we will reduce the audience to 7 million and get the recommended cost per click to 22-23 rubles. The recommended price can be reduced by 3 times and put, for example, 8 rubles.

#8 Choose a price

Choose whichever is more convenient - pay for impressions or clicks. If you pay for referrals (CPC) are clicks at the specified rate. If you pay per impression (CPM)- this is a fixed amount per thousand impressions, while the number of clicks does not matter. You need to pay more attention to the second option - it’s better to check the “limit of 100 impressions per person”, except for small audiences with high conversion (these are residents of a particular city who are interested in a service in the same city).

The price can always be set 2-3 times less than the recommended one. However, if you put too much low price, the system will limit impressions and they will not go. Only in the process of testing you will see what is more profitable - payment for clicks or impressions.

Let's consider the situation with an example. We choose payment for impressions, and look at the recommended price - 6.69 rubles. We reduce the price by 3 times - 2 rubles. per thousand impressions. The ad is set.

We replenish the account budget at the rate of 100 rubles. for 1 ad per day in the "Budget" tab. When all this is done, we change the status to "Launched" and the ad goes for moderation. After successful moderation, the status will change to "Active", impressions will start immediately. In your advertising account, you can monitor the dynamics of an advertising campaign - budget spending, clicks, transitions, joining a group.

#10 Analyzing the results

When you realize that you are not satisfied, you can stop the campaign, edit some parameters, or simply create a new ad. For example, we set up 2 ads: pay-per-click (8 rubles per click), pay-per-impression (2 rubles per 1000 impressions).

As a result, in the option where there was a payment for impressions, the limit was 100 rubles. was exhausted in an hour. We got 9 transitions each at a cost of 10 rubles. In the second option, the limit was not exhausted in a day, but there were 3 transfers of 8 rubles each. There were many displays. There is still such a nuance that in this case there is no restriction on impressions to one user, so the ad can simply hang on the page of a user who is not interested in this topic.

In order for traffic and CTR to rise, we raise the cost per click to 11 rubles, the price of 1000 impressions to 3 rubles. We also raise the limit to 300 rubles. by clicks, and by impressions up to 400 rubles. As a result, we get: when paying for impressions, the money ran out immediately after an hour, the cost per click increased to 16 rubles. When paying for clicks, there are also few clicks and a rather low CTR.

Then we increase the rate to 16 rubles. After the bid increase, there are more clicks, the CTR of the ad increases from 0.005% to 0.007%. Still, it's very low. A PIM ad has a CTR 2.5 times higher (0.018%). How many ads you will not test, the result will be the same: the CPC option is gaining clicks slowly, even at a rate of 8 rubles. per click, 16 rubles. CTR is still 2 times lower.

As a result, we get that pay per click is convenient - set it and forget it. Paying for impressions is more profitable with audience coverage. If you adjust the bid, you can achieve the same cost per click as with a fixed bid, and the result will be faster. As a result of testing, we reduced the cost from the recommended 27 rubles. up to 10 rubles per click, i.e. 3 times.

If the budget allows, you can test different ads for each audience. In this way, you can identify leaders by turning off unprofitable options. The optimal budget for 10 ads is 1000 rubles, min 100 rubles each. for each.

#11 Retargeting