If you first encountered an advertising account on VKontakte or you need to give access to an advertising account to a specialist, but do not know how to do it, step-by-step instruction, which was written by the administrator of VKontakte groups Elena Babaeva- you will be very useful in this.
You will see the following window:
2. Click on "targeted ads" and you will be taken to the tab where you have to create your first ad (don't worry - we won't launch it). Click "Create Ad".
3. In the window that opens, choose what you will advertise. Let's take a community as an example. Click "community".
4. In the pop-up window, select the community you want to advertise and click the "continue" button.
5. Fill out the design.
Choose the ad format (for example, consider “image and text”). Fill in the “title”, “description”, upload the image, fill in the lines “ad subject”, “subsection”, “age marking” (if necessary).
What the ad will look like is shown in the upper right corner.
7. Below will be the price and location setting.
These settings will not be important to us, because. We will not run an ad. You can't change them. Then click "Create Ad".
How to replenish the advertising account and give the rights to the administrator or targetologist to run an advertising campaign.
Select the “Targeting” tab and below “Budget”. On the right you will see the “replenish” button and follow the instructions.
Now let's look at how to replenish the budget for advertising in communities.
Hi all! Svetlana Raevskaya is with you and today we will continue to travel through the advertising cabinet. In the last article, I talked about and in which cases it is more convenient to work with which rights. Today I want to talk more about the "Settings" tab. My article is addressed to beginners, those who are taking their first steps in promoting in social networks.
I want to remind you that in order to run advertising campaigns and publish ads on VKontakte, you need to open advertising cabinet for your community. This procedure is not very complicated and takes a little time.
After you have completed all necessary steps To create an account, go to the “Settings” tab in it. Most often, beginners do not look here. I always recommend paying attention to all the little things. After all, it is from them that success or failure is formed.
Now we will step by step analyze all the features of this tab.
Settings tab
you can change title to any other convenient and understandable to you. For example, it could be the name of your project or community.
VK advertising account number already assigned by the system, you will need it when you write an appeal to technical service support or replenish the budget through payment terminals. Let me remind you that you immediately need to decide how you will replenish funds for advertising - by bank transfer or by other proposed methods ( bank card, terminal, payment systems). You will not be able to change the selected option later.
Type of we have a custom one. There is also an agent office, it implies a different level of relationship with the social network. You can open it through partner services. But this is a separate issue.
VKontakte advertising account access settings
In this section, you can add observers and/or administrators. You can read about how to do this in the already mentioned article.
Administrators
This window displays all users who have access to the advertising account. The format is an active link to the VKontakte user profile plus an indication of access rights.
Alerts
Be sure to complete this section so that notifications of ongoing actions do not cause you any inconvenience. You can receive information about replenishment of the budget, approval or rejection of ads and answers from the support service via SMS and / or email. Choose the option that is convenient for you, but keep in mind that ad moderation can take from one hour to a day. Messages on the phone and in the mail can come at any time. Including at night. After I received 15 text messages about ad approval at 3:00 a.m., I chose to disable this feature.
If you are one of those people who think that VKontakte advertising does not work, that you will spend a lot of money and get nothing, then this article is for you.
In this article, you will learn: how to create a VKontakte advertisement, what are the settings and functions.
The audience of VKontakte is 90 million people, of which more than 68 million are active users. From this it can be understood that this social the network provides an excellent opportunity to find the audience you need.
Types of advertising VKontakte
Targeted advertising Vkontakte
Creating an advertisement on Vkontakte
Then click on the "Create Ad" button. This is where the fun begins :)
Creation advertisement starts with choosing the format that suits you.
Let's take a look at what they are and what goals they serve.
- Text-graphic block (TGB)
It is located on the left under the main menu in the form of short blocks with an image and text.
Benefits of TGB (Goals):
- many transitions
- low CPC
- placement - desktop only
Technical requirements for ad formats:
The TTs for these formats are approximately the same: the ad title can contain from 3 to 33 characters, including punctuation marks and spaces. Description - from 3 to 70 characters. Image weight up to 5 MB, formats: JPG, PNG, BMP, TIF or GIF (no animation). The text on the image should occupy no more than 50% of the total area of the photo.
2. Cross-device formats
Cross-device formats are formats displayed in the news feed on all platforms: in the desktop and mobile versions of the site, as well as in all official mobile applications In contact with.
- 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.
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.
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.
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.
- 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.
- 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.
- 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.
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 retargetingRetargeting is simple and effective method increase the number of customers and repeat orders.
You can show ads to users who have already shown their interest in your brand - they visited your site, put something in their cart, made a purchase, or simply saw your ad.
You can also exclude audiences, such as users who opened a form and submitted a ticket, in order to no longer show them an ad.
To select a retargeting audience in the settings, we first need to create it, or to be more precise, install a pixel on your site.
Setting up a retargeting pixel
First you need to create a retargeting pixel. To do this, go to the "Retargeting" section on the left in the menu. Next, click "Pixels" and then "Create Pixel".
A window will appear where you will need to write the name, the allowed domain and select the theme of the site. 
After that, a window will appear with the code that will need to be put on the site, and an explanation of how to do it.
When you install the code on the site, you will need to check whether it works or not.
You can do this in the same place in the pixel settings.
Now that you have a working pixel, you can create an audience.
To do this, click on the “Audiences” tab and the “Create Audience” button.
A window will appear where you can choose the option of creating an audience that is convenient for you: using a pixel or from a file.
The "Load from file" option implies that you have your own customer contact database. Creating such an audience will be a plus, as you can exclude your customers from the ad audience so as not to spend your advertising budget on them.
Also in the "Retargeting" section there is a tab "Similar Audiences", or look-alike.
Here you can find VKontakte users whose behavior is similar to your customers.
You can use any retargeting source audience with a reach of at least 1,000 users.
To create a LAL audience, click on the "Find a similar audience" button.
Next, in the window that appears, select from the list the desired audience for which you will create a similar one.
The search can take anywhere from 30 minutes to several hours, so check back in and check the status from time to time.
Once you've finished creating audiences, go back to creating your ad and select your audience from the list.
7. Audience retention settings
Here you can collect the audience that interacted with your ad. And also choose the events on which she interacted: they watched the entry, went to the community, hid the entry from the news, and so on.
You can add multiple audiences.
8. Price and location settings
In this section, you can select the sites where the ad will be shown, the payment method - per click (CPC) and per impression (CPM), as well as limiting impressions per user and advertising campaign.
Cost of targeted advertising
Targeted advertising on VKontakte works on the principle of an auction, which allows you to optimize costs. You decide how much you want to spend on advertising.
But I’ll note right away that if you greatly underestimate the recommended price, then the ad will be shown, but will cover an insignificant share of the audience, or will not be shown at all.
CPM (cost per mille) is a payment model where you pay for 1,000 impressions of your ad.
CPC (cost per click) is a payment model where you only pay for user clicks on your ad.
Auction Vkontakte
1. The principle of formation of the transition costWhen paying for transitions (CPC):
- the bid is affected by the creative (CTR of the ad).
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).
The minimum cost of the transition is 30 rubles.
- Advertising campaigns
This section displays a list of advertising campaigns and ads within them. This is your main working interface, here you can carry out any actions related to the creation and management of advertising.You can see the remaining budget, how much was spent today and yesterday, as well as a small statistics of advertising campaigns.
Be sure to set limits!
Otherwise, VK can "eat" your budget for a month per day.
Clicking on the campaign name will take you to the Ads section, and then clicking on the ad name will take you to the ad itself.
Here you can see all the information about the ad: what it looks like, how many clicks, complaints, etc. It was.
- Budget
Here you can view and replenish the balance of the advertising account.
How to replenish the balance of Vkontakte?
Go to the "Budget" section and click on the "Top up" button.
You will be prompted to select a payment type.
If you decide to make payment convenient for physical. persons, then you choose the payment method, specify the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal persons - just enter your bank details.
Setting up and creating a Vkontakte advertisement
With its help, you can automatic mode negotiate with the administration of communities suitable for you to place your ads in them.There are no more complicated processes for coordinating the post with the community administration, just specify the budget and campaign dates - the system itself will offer the optimal list of groups with maximum coverage within the budget.
- Create advertising post and send it for moderation.
- Specify the budget and placement period.
- Examine the list of communities selected by the platform.
- 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
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.Hello everyone, this is Svetlana Raevskaya. At the very beginning of my work with targeted advertising, I did not attach any importance to which account was set up - in the client's account or in mine. Moreover, for almost a year and a half, I created all the advertising campaigns of clients in my office. She reported to the customer in the form of Excel files and screenshots of statistics. Today I will talk about why this was a big mistake and what to do in order not to repeat it.
How to assign access rights in the advertising account
If this is your Personal Area, then you are the "Main Administrator". You have the right to appoint "Administrators" and "Observers" for your advertising account. It's easy to do this:
Everything. A new "Administrator" or "Observer" has appeared in your account.
Who is the "Observer" in the VKontakte advertising account and what is it for?
Only two functions are available to the "Observer" - viewing advertising campaigns and exporting statistics. This access setting is usually used when auditing advertising campaigns, when sharing experience, if necessary, to show and discuss a specific ad or campaign progress.
Who is the "Administrator" in the advertising account and what is it for?
"Administrator" can create and edit ads and campaigns, as well as view statistics. He cannot appoint new "Administrators" and view the "Budget" section.
"Administrator" rights are needed in order to work in customer accounts. Note! This is important both for targetologists-performers and for client entrepreneurs. I insist that the work on setting up advertising campaigns should be carried out in the client's office.
Three reasons why it is better for a hired targetologist to work in the advertising account from the "Administrator" status:
- Only its owner can replenish the budget of the advertising account and withdraw money from it. The targetologist works within the allocated budget. Accordingly, the customer is calm for the intended use of his money. The performer is freed from unreasonable accusations of embezzlement.
- The owner can see what is happening in his advertising account at any time. Just be sure to stipulate the condition that the customer will not interfere with the settings and regulate campaigns without permission.
- After the end of collaboration, all advertising campaigns remain in the client's account. If necessary, he will be able to run the most effective ads on his own. In addition, if in the future the customer will cooperate with another specialist, it will be useful for him to look at and analyze previous results.
So, now you know what access rights exist in the advertising account and when they can be useful to you. Approach your work intelligently, and this will allow you to avoid mistakes and conflicts. And if you want to understand other intricacies of targeting, take a look at the page with
