The social network VKontakte is one of the most recognizable platforms in the world. On average, about 97 million people visit it per month. The coverage of the VKontakte application per month covers 77% of the audience. About 55% visit it daily.

Based on these statistics, most Russian companies turn to the social network for their own advertising and promotions.

1. Entries and publications from the profile.
2. Hidden entries VKontakte.
3. Placement and sale of own products.
4. Publications of texts and images.

This feature allows users to post any type of content and promote it on a social network, even without using the settings of their personal account.

This method allows you to use any type of attachments in a total of up to 10 images, videos, messages, polls.

Pictures:

• The size should start from a resolution of 510x510 pixels.
• If the photo is rectangular then the sides should be 3:2.
• The maximum image resolution is up to 1000x700 pixels.
• It is better to take a picture on the cover of a publication with a size of 510x286 pixels.
• The snippet has an image size with an external link of 537x240 pixels.
• The photo must be compressed to the maximum size of 1280x1024 pixels.
• For pictures, use only JPG or PNG and GIF formats.

• The maximum admissible video size is up to 5 gigabytes.
• Almost all available video codecs are supported.
• It is better to use a video resolution of 1280x720 pixels. Can be higher quality. The main thing is that the volume does not exceed the recommended one.

• Minimize the number of emoticons in a message to 5.
• The post should be no more than 16 thousand characters.

Hidden posts and advertising carousel VKontakte

Two types of settings are available:

1. Carousel.
2. Recording with a button.

There are several objects in the carousel. Each card can contain editable data. For each of the products in the carousel, it is possible to set prices in pairs, for more convenient display of the discount.

• It is better to add up to 10 cards to the carousel at once.
• All photos added to the carousel must be at least 400 pixels wide and square.
• The maximum amount of text is up to 220 characters.
• The title should not exceed 25 characters.
• Almost any price is set. Either all prices in the cards are filled in or none is indicated.

Recording using the Vkontakte button

The difference from a regular post is a call to perform an action by clicking on a button.

• The entry should be no more than two paragraphs with a total number of characters up to 220.
• Title no more than 80 characters.
• The size of the picture should not be less than 537x240 characters.

Placement and sale of own products

• It is better to use a product photo with a size of 1000x1000 pixels.
• Each card must contain 5 photographs.
• The length of the name should not exceed 120 characters.

Publication of texts and images

This type of content is on the left side of the screen. You can view it only by going to your VKontakte profile through a browser on a PC.

Content Customization Tips

• The image must be at least 148X85 pixels in size.
• The maximum title length is 33 characters.
• The description has a maximum length of 70 characters.

Large aspect ratio setting

• The photo size starts from 145x65 pixels.
• The file size should not exceed 5 megabytes.
• Almost all graphic formats are available.
• Title up to 33 characters.

When promoting a Vkontakte group

• The picture is at least 145x145 pixels.
• The file is not larger than 5 megabytes.
• Title text up to 33 characters.

If a square image is used

• The resolution in the picture is at least 145x145 pixels.
• Up to 5 megabytes in size.
• Any graphic extension type.
• Title text up to 33 characters.

Special advertising content VKontakte

• Image sizes from 256X256 pixels.
• Up to 5 megabytes in size.
• Any graphic extension type.
• Title text up to 33 characters.

When using the application showcase

• The number of characters in the title is 33, and in the description up to 70.
• Image size starting from 560x315 pixels.
• Up to 5 megabytes in total size.
• All available graphic extensions.

5835 https://site/uploads/images/3f/43/5a7c4b96ca086-ads.jpg 2018-02-09 2018-02-09 website https://site/build/resources/img/logo-v2.png 160 31

Newbie

Targeted advertising on VKontakte: overview of formats

The audience of VKontakte, according to social network, is 97 million unique users, 77% of whom come from mobile devices. Ads can be shown in mobile and desktop versions of the social network, as well as in VKontakte applications.

With the help of targeted ads, you can advertise several types of objects: communities and applications on VKontakte, external sites and community posts.

Text-graphic block: advertisements on the pages of VKontakte

This format allows you to promote an app, community, or external site. Certain ad formats are available for each advertised property. Ads are shown only on the desktop version of the site on the left side of the page.

A text-graphic block can include up to three advertisements on each page of VKontakte. You pay per click (CPC) or per impression (CPM). Ads support behavioral and point targeting, as well as retargeting by pixel or CRM.

The main task of text-graphic block ads is to generate traffic. However, with the help of such ads, the company can also increase awareness, attract new users, and inform about promotions.

In this format, the main thing is the visual component, not the text. It is the picture that attracts attention, so it is important to choose a catchy illustration that will not lose quality due to its small size. A high-quality image in the ad ensures a high CTR. Creatives should match the interests of the target audience and evoke emotions.

Four formats can be displayed in a block of text and image ads:

1. Image and text. The ad consists of a title (up to 33 characters), a 145×85 pixel image and a description (up to 70 characters).
   

   To motivate the user to take a targeted action, the description text should include a CTA, for example, “learn more”, “read on the site”, “buy”. The length of the description line allows you to tell a little more about the offer:

   • inform customers about promotions and discounts;
   • describe competitive advantages product;
   • specify a price to cut off the audience for which it may be high.
2. Large image. There is no description in the ad, but there is a title (up to 33 characters), an image sized 145x165 pixels. The link can lead to a website, community, or app.
   

   The main focus is a large image, thanks to which the ad attracts the user's attention and encourages them to click on the ad for detailed information about a product or service. You can put catchy and easy-to-read text on the picture, for example, the main advantage, selling triggers, brand name or CTA.

3. Community promotion. Includes the following elements: a title, a 145x145 pixel square image, a "Join", "Subscribe" CTA buttons for groups and public pages, or "I'm going" for events, and information about the number of members or friends in the community.

   

   Such ads help to increase the number of subscribers of the VKontakte community. An active CTA button allows you to join a group or take part in an event without going to the community page. The format works well for well-known and popular brands.

4. square image- a format for promoting applications and games. A 145×145 pixel image is pulled into the ad (or uploaded by the advertiser), the name of the application, the number of friends in the application, and the Play or Launch CTA button.
   
5. Special format for app promotion. Announcements appear on the app catalog page and in the news feed. In addition to the application name and image, you can add its rating and genre. The image can be either the application's cover art or a manually uploaded 128x128 image.
   

   Special ads do not participate in the general auction. They compete in a separate auction with competitive ads of the same format.

   In the feed, the coverage is much smaller than in the text-graphic block on the site pages. Feed ads provide brand presence in user news and posts and increase awareness. On the application catalog page, the design of ads does not differ from the list of other games and applications. If the user is shown relevant ads here, taking into account interests and other targeting, then the probability of getting clicks and transitions is very high.

Promoting Posts - Sponsored Posts in the News Feed

The format works in the mobile and desktop versions of the site, posts are shown in the news feed of users and on the walls of other communities. As with any post, you can add up to ten attachments to a promotional post: illustrations, video, survey, map, products, and others.

The advertiser pays for advertising in this format according to the CPM model. Advanced targeting options are available for ads, as well as retargeting. These options allow you to either match or exclude an audience that has already shown your ad.

The format supports the installation of counters from third-party traffic audit systems, such as AdRiver and Weborama. To start independent tracking of statistics, you need to connect a pixel of one of the systems.

Promotional posts are suitable for promoting publications with information about the company's services, contests and events, and surveys. Using this format, an advertiser can work with users at different levels of the funnel: target new users and increase brand awareness, tell people who are already familiar with the product about the benefits, carry out upselling and cross-selling, work with existing customers (advertise limited promotions, provide bonuses, etc.).

1. Put an existing post in the community up for promotion.
2. Create a hidden post without posting on the wall and show it only in the news feed of the right audience. With the help of hidden promo posts, it is convenient to attract new users to the community and conduct A / B testing of creatives or targeting.

By default, advertisements are shown in users' news feeds. However, it is possible to show promo posts in advertising network— popular communities that monetize by placing ads on the wall and in the news feed of subscribers. It is important that the target audience is selected according to the targeting settings specified when setting up the ad.

You can check the effectiveness of a promotional post using the metric "Assessment of advertising records" (in November 2017). The algorithm takes into account positive (link clicks, video views, group joins) and negative (complaints, hiding from the feed) user interactions with the publication and compares them with competitors' ads within the same format. The rating starts to be displayed after 2000 impressions of the promotional post.

Don't choose "Score" as your primary campaign performance metric. The metric is useful for A / B testing and will indicate a record with a low rating in order to control the budget in time.

1. Try different targeting settings: by interests, communities, similar audiences, remarketing audiences, geolocation, etc.
2. Test ad design:
   • attract attention and engage: add video, gif-animations, bright colors to the ad, but remember that the quality of the ad should not suffer from this;
   • focus on the main thing - important details should immediately catch your eye;
   • create ads that match the interests of the audience;
   • add high-quality and understandable images;
   • images can describe the benefits of a product or service, talk about a successful purchase or cooperation experience, demonstrate the most popular item or arrivals of a new collection, collected in one collage.
3. Keep your landing pages relevant. It is better to place the main information at the top of the landing page, in plain sight.
4. Alternate ad formats to promote the same product.
5. Analyze statistics and control changes in a timely manner:
   • change the bid if the intensity of impressions or the recommended value has changed;
   • set limits at the level of ads and advertising campaigns to control budget spending;
   • study demographics and their impact on performance;
   • if necessary, create a separate creative based on the demographics of the audience.

Promotional posts with a button

Unlike promo posts, this format has a button with a call to action and the inability to attach any attachments. A post with a button has text (up to 220 characters), a snippet where you can change the title and manually add an image (537×240 pixels).

A link in an ad with a button can lead to a community page or website, to a community app, VKontakte app, directly to a dialogue with the community, or generate calls. There can only be one link per ad. Payment for placement - according to CPM or CPC models.

According to VKontakte, the effectiveness of publications with a button is higher than without a button. Ads get 30% more clicks, CTR is 1.5 times higher, CPC is 32% lower.

• go;
• open;
• buy;
• to buy a ticket;
• fill;
• enroll;
• contact;
• join;
• register;
• write;
• more.

One variation of the CTA button is the call button. It appears in ads in mobile applications"VKontakte" and in the mobile version of the site. Such ads allow the user to directly contact the office or call center of the company.

Using the application

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

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

Types of advertising VKontakte

Targeted advertising Vkontakte

Creating an advertisement on Vkontakte

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

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

• Text-graphic block (TGB)

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

Benefits of TGB (Goals):

• many transitions
• low CPC
• placement - desktop only

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

Technical requirements for formats advertisements:

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

2. Cross-device formats

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

• Advertising entry

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

Let's analyze each of them separately.

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

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

Advantages of the Carousel format:

• multitasking
  - Attracting users to the site to make a purchase or other targeted action;
  - Increasing brand awareness;
  - Attracting new subscribers to the community.
• Cross-device
  
• Comfortable
  Payment for the format is available both for clicks and for impressions.

- one or more images, GIF animation or video.

With the help of a universal record, you can promote records that allow you to cover 90% of Runet users, as in full version website and on mobile devices.

Benefits of the Universal Record format:

• Native
  Brand content automatically adapts to the advertising format.
• dotted
  All targeting settings are available, as well as retargeting.
• Honest
  You can connect third-party pixels for tracking statistics.
• Cross-device
  Ads are displayed on all available devices of users.
• Accurate
  Ad frequency per person, not per device.

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

Peculiarities:

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

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

The application allows:

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

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

Technical requirements for formats of advertising records:

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

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

for image

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

for GIF animation

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

for video

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

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

Settings and targeting

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

SO

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

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

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

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

3. Demographics

Gender, age, marital status - understandable.

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

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

4. Interests

Interests is a very important section of your settings.

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

5. Education and work

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

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

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

6. Additional options, or retargeting

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

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

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

Setting up a retargeting pixel

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

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


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

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

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

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

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

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

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

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

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

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

7. Audience retention settings

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

8. Price and location settings

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

Cost of targeted advertising

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

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

Auction Vkontakte

1. The principle of formation of the transition cost

When paying for transitions (CPC):

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

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

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

2. The principle of cost per 1000 impressions

When paying for 1000 impressions (CPM):

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

When paying according to the CPM model, the cost of the transition does not depend on the CTR of the ad.

The minimum cost of the transition is 30 rubles.

• Advertising campaigns
  This section displays a list of advertising campaigns and ads within them. This is your main working interface, here you can carry out any actions related to the creation and management of advertising.

  You can see the remaining budget, how much was spent today and yesterday, as well as a small statistics of advertising campaigns.

  Be sure to set limits!
  Otherwise, VK can "eat" your budget for a month per day.

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

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

• Budget
  Here you can watch and replenish the balance advertising cabinet.

How to replenish the balance of Vkontakte?

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

You will be prompted to select a payment type.

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

Setting up and creating a Vkontakte advertisement

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

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.

Let's analyze each step in more detail.

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

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

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

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

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

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

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

Application statuses

Vkontakte advertising campaign statistics

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

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

This data will help you analyze how your ads are performing in different communities and adjust your ad campaign for the best results.

Conclusion

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

Last time . Today we will continue to look at ad formats. And look at social media. Advertising in in social networks may also look very different, let's figure it out.

In contact with

Image and text

Small ads that appear on the left under the main menu. A variant with a small picture, heading and text is possible, or with a large picture and only the heading. From such ads, a link can lead to any of your resources.

Community promotion

Special

Promoting Community Posts

You create a post in your community, launch ads on it, and this post appears in the user's feed among the posts of the communities to which they are subscribed. It looks like a regular community post, it's not immediately clear that this is an advertisement. This type of advertising is also called native.

Community advertising

If you are interested in the audience of one particular community, then this posting format is just for you. A large picture and a detailed description help to attract the attention of the target audience.

Classmates

Multi-format placement

Teaser 90х75

Carousel

This is a "scrolling" tape of 3-6 slides. Each slide is a picture and a caption. Slides can be any, but most often any product offers are placed in this format. They are displayed on the mobile version of the site and on the desktop version.

Preroll in video

The pre-roll is shown before the start of the main video in social networks and on Mail.Ru Group projects.

Video notes (OK)

A small video clip that starts automatically in the user's event feed.

Notes (OK)

Banner 240x400

A static or animated banner that is displayed on several social networks and on Mail.Ru Group projects.

Facebook

A photo

Simple and convenient, one might say, "classic" advertising format. Your ad post consists of an image and a short description. Appears in different places on the site, depending on the device from which the user is logged in.

Video

ring gallery

An analogue of the Odnoklassniki carousel.

Slide show

Compilation

Unusual advertising format. The promotional post is complemented by a selection of products in the form of individual images. After viewing the general information about the advertised product, the user can go to products from the product line or to related products.

Messenger

Instagram

Square

Landscape

Vertical Format

ring gallery

When using the carousel format, your Instagram ad will appear in a square format. Users can click the arrows to the left and right of the image to see more images.

Instagram Stories

I hope the material was interesting for you. is no longer a novelty, but a necessity for modern business. Think about whether you can connect a couple of additional advertising formats?

Alexey Ofitserov

Salute to the readers of the TexTerra blog! At first I wanted to tell how the cops work in advertising, but then I decided that this was of little use to business owners. Just to laugh heartily. Therefore, today we give more useful things, from simple to complex:

Carousel

The carousel gave great results when the format first appeared. Now, many experts say that such ads often perform poorly, although there are exceptions. The format itself is aimed at communities with a product catalog. From my own experience I will say that the carousel has shown itself well in food deliveries, but not so much in other goods.

“Why not use this format now?” - you ask. Of course, use. But with caution.

The text of the main entry should not exceed 220 characters. The carousel holds from 3 to 10 cards. Card title up to 25 characters.

A carousel with a relatively good result for a gift and adventure store:

A couple of screenshots of statistics from these carousels configured for different target audiences:

Universal notation

This is the standard entry you see on the news. Go to news feed and look - this format is everywhere. How is it different? You can write a lot of text, a link to your product is indicated in the text, a wide range of image sizes.

Universal recording allows you to write great storytelling, which works very well in some niches. Plus you describe all the benefits in detail. I believe that this format is underestimated and needs to be tested in all niches.

The maximum number of characters in the universal notation is 16,384, including punctuation and spaces.

Recording with a button

This format works best when the audience is hot and needs to be called to action. Moreover, not only the button itself is clickable, but the whole picture. Despite the 220-character text limit, button entry is a great option. Promotions and short offers go with a bang. Enjoy.

There are no size requirements for a post with a + video button, insert any video.

Collection of applications

A relatively new format is the lead form. Gives the opportunity to collect applications for events, consultations, participation in promotions. That is, we pour traffic from ads to the lead form. We create and fill out the form ourselves. When creating, you will need a link to your privacy policy. If you don't have it, take it vkontaktovskaya just paste the link in the relevant section:

Quote from VKontakte:

It is convenient for interested customers to fill out the form. It is adapted for mobile devices and does not require manual data entry for some fields. First name, patronymic, last name, city, age, phone number and e-mail are filled in automatically if this information is specified by the user on the VKontakte page.

Watch a two-minute video on how to create a lead form:

How to create a lead form

The collection of applications works well in promoting through a free class. For example, in a language school.

An interesting observation:

If you put a link to the lead form in the button, the advertising account analytics calculates the CPL (price of the lead). If the link comes from the text, there is a transition and an application, but the CPL is not considered. Perhaps this bug will be fixed soon, but for now, this is how it is, so do not rush to scold the targetologist.

Site advertising

Despite the policy of keeping users within the social network, VKontakte still made it possible to fully advertise sites. This format is relatively new. Here is what the platform itself writes about it:

Add a title, logo, description, and large image, add a link, and drive visitors to your site right from your feed. The announcement does not require binding to the VKontakte community, and the transition is carried out by clicking on any of its areas.

Format features:

Image size from 1080x607 pixels. Title up to 25 characters. Description up to 90 characters. Text near the button up to 25 characters. You can upload your logo.

Teasers (side ads)

Teasers are a rectangular advertisement that looms to the left of the computer version of VKontakte. There were times when for only 1000 rubles. the targetologist attracted 500 subscribers for 2 rubles. Now the rates have warmed up and a subscriber for 12 rubles is considered a good result. if everything is set up well. Let's look at the pros and cons of such advertising.

Pros:

1. Teaser advertising is cheaper than promotional posts.
2. Only teasers are set to a personal page.
3. Teasers catch users who do not scroll through the feed (I wonder if there are any?).

Minuses:

1. Teasers are visible only in the web version, so 80% of the audience will not see them, because people are sitting on mobile devices.
2. Limiting the amount of text reduces the message and results in less conscious clicks. Hence the problem: there are a lot of clicks, and the conversion is low.
3. If a user has Adblock or other blocking extensions installed, he will not see your teasers even from a computer.
4. Sometimes the display is cut off, like this:

I hope I didn't scare you too much and you haven't changed your mind about using teasers yet. Let's look at them in more detail.

There are three types of teasers:

1. Application.
2. Community.
3. External site.

Each view has its own display options, here are the main ones:

Image and text

The image is 145x85 pixels. Two blocks of text: title up to 33 characters and description up to 70 characters

Use text on the image if it takes up less than 50% of the image area.

Community promotion

The image is 145x145 pixels. It differs in that the name of your community is automatically inserted into the title, which can only be shortened. The rest of the settings are the same as elsewhere.

big image

A 145x165 pixel image with a title but no description block.

You can also use text on the image for less than 50% of the image area.

My favorite format, because it's the most convenient way to get creative here. For example, making “cartoons” is a great option for promoting a person with a focus on their subscribers. These are contrasting and funny images that do not go unnoticed, even if the audience does not know you.

Speaking of headers...

How to write teaser titles

Let's start with the foundation. How does a person perceive advertising? I'm not a psychologist, so I'll tell you without terms, if anything, correct me.

The brain is conditionally divided into two parts. The first is responsible for attention and the thought process - here and now. The second is responsible for the automatisms that a person does unconsciously, based on past experience. Automatisms save energy. Our brain is a lazy thing, so it needs such an autopilot to relax.

Imagine that you are focused on work, but at the same time you are hungry. As soon as you hear something about food or smell something, you are distracted from work without noticing it. The autopilot scans the environment with the help of the senses in search of satisfaction of current needs.

All the images we see and the texts we read are first captured by the autopilot. Therefore, the best texts and images affect precisely the “zone of automatisms”.

There are several methods for writing headlines based on autopilot motivations. Let's consider:

• Pain motivation.
• Motivation from joy, benefit and result.
• Intrigue.
• Direct sale.

Motivation for pain

We use everything related to the specific pain of a person. For example, if you are afraid to speak in public - the heading "Afraid to speak?" will be a catchy trigger for you.

We select the appropriate visual. You may remember that many fears come from childhood, and if a person is afraid to speak, reading poems in public is also a problem for him, and he remembers this.

Motivation from pain is the strongest, so niches where there is pain are much easier to promote. Unfortunately, you can't always work out of pain. For example, VKontakte prohibits pointing directly to a person’s illness. So the headline "Do you have hemorrhoids?" will not pass moderation. Therefore, here we go from the benefit - "Get rid of hemorrhoids in 3 days!"

Motivation from joy, benefit and result

If there is no pain, we show the benefit. Fit here profitable offer, promotions and clear benefits that a person receives.

But what are the statistics of a jar of cucumbers:

There was no fine tuning, so the clicks came out expensive - 8 rubles each + we take into account the specifics of the audience - business. But there is one caveat: since the link led to the VKontakte channel, the subscriber also went out for about 8 rubles. The fact is that after clicking on the ad, there is an automatic subscription. Again, until this bug is fixed.

Intrigue

Maybe someone remembers the teasers with Pavel Durov and the headline "Another News" - the very time when Pasha left VKontakte. So, this is the intrigue.

The biggest intrigue in my practice:

I note that red-haired people and a direct look perfectly attract attention. It's time to introduce the term "clickable appearance" :-)

direct sale

I don't think there is much to explain here. Direct selling works for a hot audience.

Advice: If possible, use the same visuals in advertising and on the site where you drive traffic.

A person clicks on an ad and sees a form on the site with the same visual, which strains the brain less and brings you up to speed faster. Think about the autopilot, which is influenced by advertising. Let the audience's brain save energy - get more applications.

Structure of a working promo post

No matter what anyone says about changing trends, the foundation always remains. Posts created using the AIDA formula work:

• Headline with pain relief, benefit or offer.
• Brief summary of the proposal.
• Benefits, benefits, closing objections.
• A clear call to action.

Forget super design. Anything can work in a target, and it is extremely difficult to predict the reaction of the audience. But there are a few fundamental things:

A simple photo on a smartphone or a screenshot of a review

In the commodity business, screenshots of reviews with ordinary photos work well. Why? It's simple:

The posts of our friends in the feed are regular photos made on the phone. And our internal “ad filter” takes these posts as “ours”, disables banner blindness.

direct look

Want to draw attention to your creatives? Use the look. A person sees a direct look best, including peripheral vision. When someone is staring at us, we notice it. The reason comes from antiquity. A man needed to notice a saber-toothed tiger lurking in the jungle before he rushed to the attack. The world has changed - the reflex remains. Enjoy.