How to set up targeting on VKontakte. How to set up the right targeting for VKontakte Targeted advertising for the VKontakte community

Social networks are not only a communication tool and an entertainment resource. They also allow people and companies to talk about themselves. But to succeed in this business and attract new subscribers, you need a strategy.

A set of targeting mechanisms is built into VKontakte advertising, thanks to which you can recognize and even create images of ideal buyers, in addition, this is one of the cheapest promotion methods. If this is your first time setting up a campaign on this social network, then be prepared to go through the path of trial and error. Don't forget that this is normal, as experimenting and problem solving is part of the job of content managers and social media professionals.

It is important to learn how to effectively use behavioral patterns in advertising, as well as certain events that occur in the lives of users. Fortunately, VK now has a huge amount of useful information for targeting, and you can direct your efforts to both existing and potential customers.

What is "social targeting"

Social targeting is a method of attracting the target audience (CA) through advertising in social networks. It is related to other types of lead generation, such as demographic or behavioral targeting. While pure interest-based targeting allows advertisers to find customers based on similar online behaviors (such as what sites they have visited), social targeting combines this logic with social network logic to help brands find people who are connected to the most typical representatives of the existing clientele.

Let's take an example. Targeted ads for running shoes may appear in front of the user's eyes because they spend a lot of time on sports sites. An ad for the same shoe on a social network will hit him because he is a friend or otherwise related to the person who bought the sneaker from the advertiser last month.

Any type of targeting involves dividing the market into segments and concentrating marketing efforts on a few of them, including customers whose needs and desires are most fully satisfied by your products / services. That is why it is important to first set up (Buyer's Persona) correctly, and only then move on.

Understanding the target audience

To set up an advertising campaign, you need at least a basic understanding of your target audience. Let's say you sell fitness overalls in the city of Penza. Your potential client is young women aged 18 to 35 living in the Penza region who are interested in clothing and sports. All these details will matter when setting up targeted advertising.

Conduct research on the target audience using analytical tools like Yandex.Metrica or Google Analytics, or at least just look at the statistics on the visitors of your VKontakte group before you start targeting.

The good thing about social targeting is that users themselves provide information about themselves, and you can use it to interest the most relevant of potential buyers. That being said, it’s important to choose a platform that suits the particularities of what you have to offer.

Why VKontakte? Media potential

Social networks are becoming an increasingly powerful information tool: many get their news from there, and the degree of trust in social networks is higher than that of central television. According to data published by VKontakte, the number of monthly users who come in search of content exceeds the audience of Channel One (83.1% vs. 74.5% respectively), CTC (74.8%), TNT (68.5%) and Russia- 1 (69.9%).

This is a huge public, covering the whole country, and quite solvent:

According to Mediascope Web Index as of December 2018

What does it mean? A large VK audience consists of 70 million who regularly visit their profile and not only read updates, communicate, view and leave comments under photos and videos, but also find information about products and spend money!

It is a mistake not to use such a resource, and if you want to promote your products and services competently, then read on and figure out with us how to do it.

Advertising formats

1) Carousel - suitable for promoting goods and services, because it is a "flip" format, where you can include several images at once (from 3 to 10), text, price, address, call-to-action button (Call-To-Action Button, CTA);

2) Universal entry - may consist of a simple description, image and text, or also contain a gif, map, video or other types of attached documents (up to 10 attachments in total);

3) A post with a button — a picture + one of the options for a CTA button (“Buy”, “Go”, “Join”, etc.);

4) Collection of applications - a relatively new option, somewhat reminiscent of the idea of a lead form: by clicking on an ad, a person goes to a questionnaire that you can customize to receive the necessary information;

5) Website Advertising - The newest format for advertising, as the name implies, third-party sites. The good thing is that it should not be associated with any community: the link directly leads all traffic to the desired site.

2. Advertisements(text-graphic block, TGB) is an advertisement that you all saw on vk. com under the menu on the left. It usually looks like a photo and text under it. No more than three such advertisements are displayed on one page. You can choose from the following subspecies:

1) Application - for making transitions to an application or game posted on a social network;

3) External site - to promote a third-party resource.

Targeting VKontakte

To get started, prepare a platform where people will “land” to whom you will show ads. If it's an external site, create a custom landing page with a single action goal, like buying a product or signing up for a workshop. To develop a successful landing page, contact professionals or.

If you are advertising, say, a community on a social network, make a special post that repeats the text of the advertisement and contains additional details. It is desirable to fix it at the top of the community page so that visitors who have switched from an advertising post immediately understand that they have come to the “address” and do not engage in unnecessary scrolling.

Step 1. Choosing a format

Go to your advertising account by clicking on the link https://vk.com/ads?act=no_office or https://vk.com/adcreate Click on the "Create ad" button, we get to the following screen:

Step 2. General design

After specifying the link and domain of the advertised object, you will be redirected to the design page, where you will need to enter a title, upload a logo and an eye-catching image, create a description, select an inscription on the button (for example, "Open" or "More"), and also come up with text next to button. In addition, to increase the effectiveness of your ad impressions, you will be asked to select a topic (auto, business, pets, sports, etc.). You are also required to indicate the age marking if the content has any restrictions on this parameter.

After that, the ad view after publication will become available:

Step 3. Targeting the target audience

1) Geography. The cost of clicks and impressions depends on this parameter. You can select the country, individual cities, and regions that are relevant to your business, or, conversely, exclude locations where you don't want your ad to appear. When choosing all of Russia, remove Moscow and St. Petersburg - this will reduce the price (set up a separate advertising campaign for them later). Additional settings for other types of ads include geotargeting by city area, metro station, and street.

2) Demographics. Here you choose floor(any, male, female). Consider the characteristics of the public: male - the most solvent, female - the most active.

Correct targeting according to the age should be based on the analysis of the target audience. For example, if this is a blog about sports, then you will be of the greatest interest to the category 18-44 years old. By narrowing the selection, you reduce the reach of the audience, but at the same time direct your ads more precisely.

Birthday(today, tomorrow, during the week) - a column that has meaning for holiday goods, for example, flowers, gifts, sets of socks, etc.

Family status- not the most accurate column, since people for various reasons do not indicate their marital status or relationship status, but if you need to set a filter for advertising your application only on those who are actively searching, then you can do it here.

We recommend ignoring the first field "Interests and Behavior"(not everyone indicates the scope of their hobbies, and you will greatly reduce the circle of those who will be shown ads) and pay special attention to "Communities". Select really active, not dead, groups with an active subscriber base and include them in this list (in total, no more than 25 groups can be added). You can also exclude certain communities or target ads when a community is active (for example, when creating an event such as a sports photo shoot or competition).

Subgraph "Apps and Sites" makes it possible to show ads to visitors of certain sites (if the VKontakte widget is installed on them) and to those who have specific applications installed. The most “hot” traffic comes to specialized sites, corresponding to the characteristics of your target audience, and such targeting can be extremely effective. Monitor the most popular sites in your niche and enter them in this field. If necessary, disable the visibility of ads for users of other sites and applications using the filter "With the exception of".

Setting "Travelers" is needed in order to cover people who have gone abroad, but continue to use VK.

4) Education and work. A setting that is important for those who want to promote their products and services to students / graduates of certain educational institutions or people of specific professions. A questionable filter, given that people often provide incomplete information, do not mark their professional path at all, or compose non-existent biographies.

5) Additional options. Allows you to retarget those users who were already interested in your site or group, but left or have not returned for a long time. Retargeting advertising campaigns are very effective because you further narrow the circle of ideal potential buyers to those who have already converted (followed to you, clicked a button, filled out a survey or bought a product) and again remind them of your brand or the need to complete the action they started.

Retargeting groups are created by uploading an existing contact database (TXT or CSV file) or by inserting a special JavaScript code (the so-called “VKontakte retargeting pixel”) into the source code of the site, which will track users of interest to you.

- another parameter related to retargeting, but by events. They will be needed, in particular, in order to exclude from retargeting users who have taken an action with an advertising post: positive (for example, following a link) or negative (for example, clicking the “This is not interesting” button).

Step 4. Post Schedule

Setting the time for ads to appear allows you to choose. You can customize your option if you know when the audience is likely to read your posts or make purchases:

Select working hours:

Or weekends:

But when promoting the community, you will already have more opportunities. So, there will be a choice between paying for clicks and for impressions. The latter is suitable for those who have limited funds for advertising. Reduce the recommended price by at least half. If you notice that the ads are working well and you have a large audience reach, switch to pay per click.

Turn on the limit of impressions to 100 per person if you do not want the effect of media fatigue: after some point, the annoying appearance of the same ad will tire those who were not interested in advertising and did not switch to it at the beginning or middle of the campaign.

Step 6. Payment and launch

To start advertising, in your personal account, go to "Budget" and click on the "Top up" link. Deposit money using any of the proposed methods: through bank cards, payment systems or terminals (option for small businesses and individuals) or through bank transfer (only for legal entities). You yourself determine the amount of rubles to deposit. After making the payment, don't forget to run the ad. Go to the "Advertising Companies" tab, change the status to "Launched" and make sure it's updated.

Requirements and rules

Before your ad can get to a potential buyer, it will have to be moderated. Therefore, consider the following nuances:

There are a number of things and services that are unacceptable for advertising on social networks (alcohol, drugs, weapons, adult products, gambling and pyramid schemes, healing, etc.).
It is very difficult to promote a number of VKontakte products and services, since many permits will need to be provided. This list includes advertisements for medical products, medicines, financial services, insurance, jewelry and fur, food, pawnshops, charities, lotteries, etc.
The text of the ad must comply with the norms of the Russian language, be correctly composed in terms of grammar, not contain profanity, correspond to the essence of the advertised object and the content of the page to which the link leads.
Images are uploaded in high quality. Negative or explicit content is prohibited.

Before starting a campaign, please read the Advertising Rules. If approved by the moderator, the advertising campaign starts automatically; if there are violations, you will be notified and you can correct them.

When the ad is running

After launching an ad, be sure to monitor its performance. You may need to change the image, text, title, time of appearance in the feed, ad format, and even targeting options several times, for example, make it narrower by launching separate ad campaigns for different genders, ages, regions, interest groups, etc. d. The more accurate the segmentation, the more likely it is that Vkontakte ads, which are perfectly targeted, will reach the right eyes and ears and you will get the desired conversion (which means your money will be well spent).

Monitor your ad's Click-Through Rate (CTR) to see what works best. Marketing in VK differs from contextual advertising, to which a “warm”, prepared audience reacts. Therefore, show your imagination and try to find an original visual and textual presentation that will arouse the curiosity of the user who habitually scrolls his feed.

Keep in mind that there is no single right kind of ad - after a while you will need to come up with a new one and put it through tests. If you don't have a large budget, experiment by putting in a small amount to start or by lowering your rates.

Conclusion

The challenge for a targeting marketer is simple: create customer personas and then give them what they're looking for in the form of an engaging ad post. However, keep in mind that you cannot rely on creativity alone. To stand out in the crowded social media feeds, it is important to be able to respond to user preferences and reach the right segments of your target audience. Therefore, audience targeting is a mandatory and effective component of successful social marketing.

Fortunately vk. com gives you advanced targeting options and you can find your customers through a whole range of categories covering demographics, user types and their interests.

Therefore, test your creative, find one ad that attracts the most attention, and then experiment with the audience settings in the ad account - this is the only way you will understand how to create effective and budget-friendly VK marketing campaigns.

High conversions for you!

21.03.2017 | 12:15

Greetings, dear friends! I think none of you will argue with the fact that the promotion of any projects on the Internet will be ineffective without quality advertising. I will not tell you about all the existing ways of promotion, but will focus on social networks. If you remember, earlier I already wrote reviews on how it works, where to start promoting a project on a social network in order to attract customers, and much more. All this knowledge will be useful to us today, because on their basis the main rule of promotion in social networks has already been formed - advertising should always cover the audience of users who interested in your offer. In today's article, I want to move away from the already beaten path - the creation of and, and consider a much faster method in terms of return on investment. So, on the agenda is VKontakte targeting, its capabilities, rules of use and the principle of setting.

Basic terms and definitions

Before mastering the functionality of targeting advertising, I suggest first finding out what kind of fruit it is and what it is eaten with. So, remember what VK advertisements pop up on the left side of your news feed? Remembered? If yes, then you are already familiar with targeted advertising. As a rule, such ads consist of a title and an image. Sometimes the basic composition can be diluted with a small text description.

If we compare targeted advertising on VKontakte with classic contextual advertising, then we immediately want to note their main difference - ultra-precise targeting ads not on page content, but for a specific group of users. In other words, targeted ads are aimed at a specific target audience, at users interested in a product or service.

With the help of the simplest toolkit offered by the contact, you can easily perform advertising setting. Among the options available to you, there will be both ordinary ones - geotargeting and demotargeting, and narrower ones. The latter include education, position, interests. VK targeting will allow you to show your ads exclusively to people who listen to the songs of a particular musical group or live near a particular bus stop.

Basic Targeted Advertising Terminology

That our course of study be complete, I just have to create a glossary of terms for you that will allow you to switch to "you" with targeting. When setting up an advertising campaign, you will definitely come across such terms as:

On this theoretical training in the basics can be considered complete, I propose to move on to more pressing issues.

Who is targeted advertising for?

Daily traffic is about 80 million people. Just think how huge this number is! Unfortunately, despite the richness of the audience, many businessmen may not even know what targeting is, since this type of promotion simply does not suit them.

I suggest you understand for sure whether you should go through further training and move on to the practical part of the article or finish your acquaintance with targeted advertising right now. So, it makes sense to study targeting for those who:

sells clothes, shoes, accessories
sells electronics- smartphones, tablets, laptops, etc.
busy in the field restaurant business– attracts visitors to fast food outlets, cafes, bars, restaurants, nightclubs, raves
is engaged promotion of information products– trainings, seminars, master classes and so on
employed in certain areas B2B-business
promotes schools of dance, drawing and the like
advertises quests, entertainment programs, game rooms And so on

Who can't use?

industry
construction and repair
most large and long-term B2B segments
sale of tobacco products and alcohol
sex shops
HYIPs and financial pyramids

Agree that selling specialized industrial equipment on VKontakte is not an easy task. Although, if you try hard and know how to set up ads, it is possible that this is also possible.

As for tobacco products, alcohol, all kinds of pyramid schemes and sex industry products, they would, of course, go to the social network simply with “Hurrah!”. But, unfortunately, such products do not pass site moderation so look for other ways to promote them.

How to find your target audience?

For your ad to be effective and get the most out of it, it’s not enough just to know what your target audience looks like, you also need to be able to find her. This list will help you basic criteria, which you can focus on when drawing up a portrait of your consumer. The list of main parameters includes:

In total, VKontakte will offer you about 20 selection parameters. You have the right to set up targeting in the way that seems right to you. You'll even have the ability to sort users by very specific criteria. For example, your ad will be shown only to people who are going to celebrate a birthday in the near future. In the future you will be able to analytics and calculate which of the settings produced the best result for your ad.

In general, I can tell you with firm confidence that with the help of targeting, you are guaranteed to achieve simply fantastic results- but only if you clearly understand what and to whom you offer.

Irreplaceable assistants in finding the target audience

Since you already have an idea of how targeted advertising works, you know, and even managed to get acquainted with the filters for selecting the target audience, I think it would not be superfluous to tell you about services for selection of this audience by user id. Here are a few sites that know almost everything about how to properly set up targeted VK advertising:

Pepper.ninja - a tool for improving the accuracy of targeting, which collects the target audience both on the open spaces of Vkontakte and Facebook. The principle of its operation is based on obtaining data on the most active users of publics and groups. All service work is done in the cloud.. An undoubted advantage can be considered simplicity of the interface which is understandable to users on an intuitive level
VKParser - a professional tool for smm-makers, which is effectively used to promote all kinds of goods and services on a social network. Parser accurately determines the target audience by analyzing user profiles and communities. The service can search for popular posts, evaluate VKontakte messages on external sites.

Gather the target audience for business with Pepper.ninja

By and large, those who clearly understand who their product or service is aimed at, who knows how to set up VKontakte targeting, may not use auxiliary services at all. The functionality of VK will be quite enough for you to independently determine the target audience, if you have a specific idea about it. But these services save time very well.

Types of targeting

Targeted advertising is something between contextual advertising and teaser. Unfortunately, it cannot be shown to those who are engaged in the internal search of VKontakte, as is the case with the context. However, the correct setting allows you to find the target audience for product PR and get rid of the senseless traffic drain, as is the case with the teaser network. To date, you and I have access to whole 5 formats of targeted advertising VK.

Image and text

This option is great if you can’t put all the necessary information in the title of the ad or want to briefly describe the promoted product.

The maximum possible ad title length is 25 characters
The maximum allowed description length is 60 characters
The minimum banner resolution is 90*60 pixels.

Large Image with Title

This format is the most popular and is considered the most universal. It is most often used in cases where it immediately becomes clear from the title what the ad is about.

The maximum title size is 25 characters
The minimum banner resolution is 90*120 pixels

Exclusive

The advantage of this format is that the ad will be the only one on the page and will have a larger banner. This option is much more expensive than the others, and it can rarely be called effective.

The maximum title length remains the same - 25 characters
The minimum size is 90*160px

Promoting a group or community

It is actively used to promote brands, publics, groups that are dedicated to certain places or specific individuals.

The title will duplicate the name of your group. You can shorten or leave it as you wish. As for increasing it, it's impossible.
The minimum banner resolution is 90*90 pixels

special format

Perfect option for the promotion of thematic groups.

The title duplicates the name of your public or community
The minimum banner scale is 128*128 pixels
The banner must be contrasting and different from the main background of VKontakte

Basic Rules

Before you advertise on VK, you will need to check the ad. This is necessary for the VKontakte administration to successfully moderate it and publish it. I can tell you right away that if you make a mistake or a typo in the text, use a low-quality, frightening or simply frank banner, your ad will be rejected.

List

Before submitting an ad, I suggest that you study the basic rules. So, VKontakte categorically prohibits the creation of advertising campaigns:

Subtleties and features

Please note that:

the image you use in your ad must be high quality
in the case of applying text to the image, the symbols occupy no more than 50% of the total area of the banner
the subject of the ad should repeat the subject of the site to which it takes the user
if you are posting an ad promoting medical services, you will need to provide the social network with relevant documentation
your ad does not violate the privacy policy

Well, in general, those who are engaged in honest business, do not suffer from problems with the Russian language, do not need to worry about anything. With a probability of 99.9%, your ads will successfully pass site moderation. In extreme cases, VKontakte will notify you of the reason for the rejection of your request.

Targeting step by step guide

Well, now let's get down to the most interesting part - advertising placement and its settings. For this you need:

Follow the link and create your personal account
On the left side of the window, click on the button Targeted Ads»
In the window that opens, click on the " Create ad»

Creating an ad

To make it very clear to you how to place an ad in a contact, I suggest going all the way to creating a targeted ad using my example:

We choose what we need project format which we are going to advertise. In my case it is " External site" website.
If one of you is interested in and is going to advertise your own community, the principle of action in this case will be similar, but you will not need to use UTM tags
Enter the address of our site in the top field, the domain will be pulled up automatically. Now click on the button " Continue»
In the window that opens, fill out the standard form.
In the category " Decor» I choose the format for my ad « big picture”, and then I write in the title bar the text that I want to see on the banner
Since my site is all about investments, in the ad subject category, I choose " Financial services»

Setting the target audience

Since the readers of my site are not limited to only one country, in the settings in the paragraph " A country" I choose " Any". You will choose the option that you need. Here you can also specify the city, metro station and even the street
Let's move on to filtering by gender. My target audience are men, and therefore I choose them. You form this category according to your needs.
Decide who will be interested in your product, how old are your potential customers, and then sort the list. In my case, the basis is 25-55 years
If the product you are advertising will be of interest to future birthdays, check the appropriate box in the line " Birthday»
After all the data is entered, on the right side of the screen you will see how much one of your ads costs and what audience it can cover
We go down even lower and fill in the categories " Interests», « Education and work". Since my site is designed for people involved in investment activities, trading in the foreign exchange and stock markets, I sort the target audience by choosing those users who have higher education and are interested in business, investments, passive income, money, Internet earnings and the like.
In the future, you can change and play with interests, for example, remove higher education, since very often people without it have much more zeal for knowledge and learning new things
I advise you to analyze 10-20 representatives of your target audience in order to find groups in which the maximum number of potential consumers of your product is concentrated. This information will be useful to you when filling out the category " Communities»
According to the criterion outlook» It will be possible to filter the target audience by religion. In my case, this item is of no use, so I skip it.
As for the line " Travelers”, then by checking this box, you will limit your target audience to people who travel abroad at least once every six months. This function was not useful to me, but it will be useful for those who advertise tours or expensive goods.
In the category " Education» you will see the position « Job title". Here I am interested in people who occupy such positions as an economist, director, manager, and so on. You choose those specialists who are the target audience of your project
Let's go to " Additional Options". Here we can fill in the retargeting groups, specify the devices from which users of our VKontakte target audience should enter. Personally, it doesn’t matter to me whether the user will scroll through the news feed while sitting at a computer or using a mobile phone. However, if you, for example, sell cases for smartphones, it would be logical to limit the target audience by indicating in this category " All mobile phones»
Operating systems and browsers are configured in the same way.
Finally, let's move on to financial matters. In the category " Setting price and location» We choose the PR option that suits our wallet best. Since I am confident in the given target audience, I activate " Pay for impressions»
The recommended social network price for 1000 impressions was 6.33 rubles for my ad.
However, I lower it to 1.1 rubles. I advise you to start with the minimum prices, which will be an order of magnitude lower than the recommended ones. If, after passing the moderation, your ad does not begin to be published, feel free to increase the price by 50 kopecks until the ad appears on the network.
Now that everything is ready, give your ad campaign a name and click on " Create ad»
Set limits and run ad

And finally, a few more useful tips that will help you when creating an advertising campaign:

Encourage your target audience to click through your ad by offering some bonus. By the way, information about promotions or discounts, written in the title of the ad or in its description, gives an excellent return.

conclusions

Well, it's time for me to end here. The information provided here is more than enough to get you started with targeted advertising. Don't forget to share your experience of promoting projects on social networks using targeting in the comments below this post. Tell us what you advertised, how you set up your ads, who your target audience was, and what result you got in the end. Well, on this I say goodbye to you. See you soon, friends!

If you find a mistake in the text, please highlight a piece of text and click Ctrl+Enter. Thanks for helping my blog get better!

Today, not only teenagers spend time on Vkontakte. With the expansion of social network settings, the number of adult solvent audience is also growing.

Each user is shown the most interesting ad for him. Setting up advertising for an audience that is most likely interested in your product and service is called targeting on Vkontakte.

What is "targeted advertising" Vkontakte

Not so long ago, two or three small advertising publications began to appear on the left side of the Contact page. They look like pictures with a title and a small description. If you study them more closely, you will notice that they often coincide with the geographical location of the user, suit him in terms of age, gender and interests.

When an ad is displayed, the choice of the audience is not random, but purposeful. For which user is more suitable for displaying a particular publication, the targeting setting is responsible. What it is?

"Target" in translation from English means "target". An advertising tool that allows you to choose from a large number of users the audience that most satisfies the advertiser. It works on the principle of screening out uninteresting customers and those who are unlikely to be interested in the product. Using targeting allows you to save your budget to a large extent, because fewer users see ads.

Targeting on Vkontakte differs from other types of advertising in the following ways.

The launch of an ad differs from and in its selectivity. Usually, for a hundred impressions of publications on a social network, there are much more responses than a demonstration of a media product to everyone in a row, including users who are not interested in it.
There are several differences. Although the selective nature is their common feature, these types of product and website promotions function in different ways.

Firstly, the choice of Vkontakte users occurs according to a different scheme. Contextual ads link to the user's last queries in the search engine. The corresponding publication is selected and sent to the required ID. Targeted advertising is displayed to users based on the information recorded on their page.

Secondly, the degree of readiness of the user to buy a product and order a service differs. That is, contextual advertising is shown to those who are already interested in the product. Vkontakte people come to communicate, so when you launch your ad, you need to understand that the user still needs to be captivated by the services offered.

Based on the foregoing, it must be concluded that targeting is not suitable for everyone.

It is advisable to advertise those products that a person buys spontaneously, without worrying that he will spend too much money. For this, pages that sell goods are created. Another strategy is to fuel the user's interest in Vkontakte groups. Both tools must be well-designed, taking into account all the rules of sales and customer acquisition.

How to set up and launch targeted advertising on Vkontakte?

On the left under the ad feed there is a section "Advertising", in which you need to select a tool for creating an ad.

Basic requirements prohibit:

errors in the text of the title and description, as well as obscene expressions;
use of specific ages and names;
headings for targeted advertising, consisting only of capital letters;
use of contact details;
links to other social networks;
promotion of alcohol, tobacco and adult products;
use of competitors' symbols;
imitation of the Contact interface.

To make an announcement in accordance with all the rules, follow the requirements:

selection of high quality images;
the text should not cover the picture by more than half;
the topic of the ad must match the page to which the transition is made;
for activities requiring a license, all permits must be available;
compliance with the site's privacy policy.

When the picture, title and description are ready, you need to set up the ad correctly. The use of a target will help create a truly working mechanism for promoting a product, website, and service. With the right approach, the ad will start working in the near future.

Geographically. Unlike contextual advertising, where IP is used to obtain information, Vkontakte geotargeting takes information about the user from his page. In order not to make a mistake in the addressee, the data is sent for additional verification.

The main informative bases of Vkontakte specialists are a complete list of settlements and countries of the world, as well as a list of higher institutions and departments.

The advantage of using Vkontakte geotargeting is that, by drawing information from the user's page, the system determines his most favorite and frequently visited places. Thus, if a person goes on a business trip, he will even see an ad about a shopping center in his city from there.

Set up geo-targeting as specifically as possible, down to the street and the house. With the help of data from user pages, random people will not fall into the target audience.

Setting by demographic principle: gender, age of the audience. In addition, there is an additional opportunity - showing ads before the user's birthday.
Targeting by VK groups. Searching for people by communities and interests is a great opportunity to advertise your product.

First, if it is a narrow category of goods, then it will be shown to a specific category of users. For example, when selling T-shirts of rock bands, it is advisable to choose the appropriate audience, other people are unlikely to be interested in products.

Special services help you quickly and efficiently find customers on the Vkontakte network.

Secondly, target Vkontakte is aimed so that ads are not shown to everyone, excluding unnecessary communities from the search. Thus, you will hide your ads from users of competitors. Or vice versa - to show your better and cheaper product only to them.

The social network allows you to search for an audience also by applications and sites where authorization took place through a social network. As in the case of groups, the ability to exclude uninteresting users is included.

Retargeting is setting up a tool for displaying ads to people who are already familiar with the product and who have visited the advertiser's website or page.

When all the settings are selected correctly, it remains to replenish the account and send the ad to the moderators for verification. When the ad is launched, analysis and tracking of reach statistics, impressions and number of clicks will become available. If the settings are not correct, you can change them at any time.

The cost of targeted advertising Vkontakte

Targeted has two payment options: for the number of clicks and for the number of impressions.

The pricing method is set during the ad creation process and cannot be changed later.

Like many others, the auction system does not work, that is, the more money an advertiser is willing to pay for showing his ad, the higher his chances of being shown.

If the target of several advertisers is aimed at one user, the order in which the publication is displayed on his page will depend on the declared price. The more expensive ads are shown first. With the option of paying only for clicks, not only the set price is compared, but also (the popularity of the ad, calculated as the ratio of clicks to impressions).

When choosing targeting settings, the system analyzes the entered data and offers a recommended cost. Vkontakte compares similar ads and the number of users covered and forms a price range. Of course, for greater efficiency, it is better to choose a higher cost.

The average price for 1,000 impressions on Vkontakte is 6-10 rubles. Since the number of the audience covered by the target is also shown, it is not recommended to select less than 20,000 people, since the ad will spin on the same pages.

Another nuance - when setting impressions, select the item - no more than a hundred impressions per one. These rules will help your ad to move much faster.

Usually the price for clicks is several times higher than for impressions. It is not recommended to set the price for 1 click less than a ruble, but you should not overestimate the cost too much. It is advisable to use such a payment system with a large audience coverage (if it exceeds a million, then it is better to pay only to those who are interested in the ad), to test your hypotheses, or when you need to quickly promote the product.

The right choice of settings, payment method and analysis of the dynamics of user activity will help to promote almost any product on the social network.

Proper use of targeting is the key to stable income and popularity among customers.

Targeted advertising is a really working tool. With it, you can select potential customers with greater accuracy than in the case of contextual advertising. There is also a chance to attract an audience of competitors or exclude aggressive users from the list of impressions.

The wide possibilities of Vkontakte allow you to competently approach the choice of settings and attract the necessary users. Do not forget about the quality of the advertised product or site, because no matter how effective the ad is, sales can only be increased if the product offered is competitive.

VKontakte is becoming an increasingly important information and advertising platform every day. A huge number of active users of VKontakte not only communicate and learn the news, but also look for goods and make purchases. Each company needs to competently use this resource to promote their business.
With a huge audience and a large number of competitors, you need to learn how to promote your product. You can not advertise on the principle of "the more the better." You need to think about your customers and offer services only to those who are interested in it. VKontakte targeting will help you choose them. Read our article.

Targeting- a tool for selecting an audience for displaying records.

This is a setting for displaying ads with the ability to accurately select the target audience. The advantage of such advertising is that it is precisely aimed at potential buyers and selects only interested subscribers.

Targeting

Targeting allows you to exclude inappropriate ad impressions, and, accordingly, make the best use of the budget spent on an advertising campaign.

1. - increase the number of responses and impressions
  - increase the audience and show ads to competitors' subscribers
  - reduce costs and reduce the cost of customer acquisition

Do not forget that the VKontakte administration checks the ad before publication. Therefore, be sure to read the rules for advertising and observe the established censorship.

1. 1. Click "Create Ad"
  2. Choose the appropriate type of accommodation:

On the page:

1. - Application. Promotion of internal services
  - Community. Promotion of groups and events
  - Web site. Universal version of the advertisement with a link to any other external site

In the news feed. 4 types:

1. - Fast. Regular post with text and visuals
  - Recording with a button. Button post. The user is prompted to click on this button with further action - buy, call, etc.
  - Carousel. A horizontal strip of several product photos (from 3 to 10 pieces)
  - Collection of applications. Form for filling in the contact data of subscribers. Suitable for marketing or educational content.
2. 1. Select the format: "Image and Text", "Large Image", "Community Promotion". The most profitable format is a large image, it attracts more attention. We select an interesting, clear picture. It is better to publish photos of the proposed product.
  2. We write the text of the ad and come up with the original title of the post. Uploading visual material and choosing a theme

Tips for targeting VKontakte

To properly advertise, you need to understandto whomwe advertise, that is, you need to know and study your audience. Therefore, the first thing we do is to draw up a portrait of the target audience, identify the "pain" of customers and their interests. We divide the target audience into groups and come up with a product presentation for each of them. VKontakte offers several ways to select the target audience.

Geographic targeting

2 tracking methods: by region and by location on the map. In the first case, we can specify users by certain cities and countries. In the second case, we set certain territorial "points" - locations. For each, you can specify the range.

Advantages

Unlike contextual advertising, geotargeting uses information about subscribers directly from their page. The data is checked twice to avoid an error in the addressee. The advantage is also that the system analyzes the data from the user's page and selects his favorite and frequently visited places, as well as tracks the places of Internet connection and the frequency of being in the area. Thus, even when not in the city or not in the country, a person will see an advertisement about his favorite “place”.

This audience selection method is also suitable for a narrow business that offers its services in only one city or region.

Flaws

Perhaps there are buyers outside the established territorial criterion, who, for example, will be ready to order a product via the Internet and wait for it.

Demographic targeting

Selection of the audience according to the criteria: gender, age, marital status. There is also an additional opportunity - showing ads before the birthday.

Advantages

Proper, more personal appeal to each audience group in "its language".

Flaws

The audience can be very different and each group needs to present the product in its own way. It is difficult to write a universal announcement for all interested, for example, for both children and adults at the same time.

Interest targeting

We set up ads by segments. This will include users who are directly interested in our product or related products. Vkontakte divides subscribers into certain segments depending on the activity of users on the social network itself or on other sites. If you advertise a narrow category of products, then it will be shown to a narrow category of people.

Advantages

High probability of finding new customers from other publics. The opportunity to show the product to competitors' subscribers who may also be interested in our product, but are not yet familiar with our community.

Flaws

There is not always access to the interests of users, since personal information and this item are rarely filled in by users in their entirety. We risk losing those who are interested in our products, but did not mark it in the profile.

Community member targeting

We set up advertising for those groups in which our target audience can presumably be. The VKontakte search will help you find suitable and related groups. There is a special filter that will allow you to set certain criteria to search for the desired public. At the same time, you should exclude your subscribers from the resulting list, because they will see your ad anyway.

Advantages

This method also ensures the search for new customers from other publics and the increase in their subscribers.

Flaws

This method will help in attracting an audience, but it will not always be able to “lure” users to itself, since the community they have already chosen is familiar and familiar to them. Here we focus on the uniqueness of our product.

Targeting specific apps and websites

Using the "Applications and sites" filter, you can select the necessary audience for those sites and applications that require authorization through a social network. The "Exclude" option excludes inappropriate users from showing the ad.

Advantages

We work with the most “hot” audience that has installed applications or visits the site regularly.

Flaws

Targeting by education and position

This option acts more as an additional than as a mandatory one, and is more suitable for a very narrow category of advertising. If you are interested in people who graduated from a particular educational institution, you can narrow your search using the name of the educational institution.

Advantages

You can literally prepare a personal appeal to the audience, touching on a specific “pain” and using special vocabulary.

Flaws

Advertising may not be seen by that part of our target audience that simply did not indicate their profession in the profile. The target audience can also include those users who indicate all the places of work on their page, but at the moment do not occupy a position suitable for us. Therefore, we advise you to target by position only in rare cases.

Retargeting setup

Retargeting allows you to set up ads for people who are already familiar with our product or visited the advertiser's website. Here we work with a "warm" audience and increase its interest. We load the necessary subscribers either from a file or using the VKontakte pixel.

Set the right price

Two payment options

1. 1. Pay for impressions. The amount is set for every 1000 views of your post. There is a limit on the number of impressions per person, which excludes inappropriate views. The average price for 1000 impressions is 6-10 rubles. Don't target less than 20,000 people to keep your ad from spinning on the same pages
  2. Pay per click. Click-through rate is the ratio of clicks to impressions. Payment is made for each click of the user on the link specified in the ad. The cost of this option is higher. But you get a guaranteed transition to your link. Do not set the price for 1 click less than the ruble, but do not overestimate the price either

Remember: the price is set when creating an advertisement, it can no longer be changed later. Therefore, think over the type of payment immediately.

Set the right price

There is an auction system. The more the advertiser pays, the higher their impressions. therefore, the more expensive ads are shown first.

Analysis of advertising campaign statistics

The last tip - be sure to analyze the statistics on the advertising campaign, determine the effectiveness of your advertising and the budget-profit ratio.

Diagrams in your personal account display:

1. - audience reach
  - number of transitions
  - expenses
  - click-through rate (CTR)

This information can be obtained and studied for any period of time. Settings can always be adjusted and changed. Be sure to track and optimize your advertising, constantly work with statistics.

Conclusion

Experts consider setting up targeted advertising on VKontakte one of the most difficult due to the large number of possibilities. The social network offers more than 20 different parameters, thanks to which you can create the most effective ads. But for this targeting needs to be configured correctly.

Create ads

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

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

Ad formats

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

Three more formats are available for app ads: custom, square image, and app showcase. Communities, on the other hand, can be advertised in a special format that displays a logo, the number of subscribers, and a "Subscribe" button.

We start setting up targeted advertising on VKontakte

After choosing the ad format, you need to accurately target the target audience. To do this, the social network provides many options.

Geography

In this section, you can make sure that the ad is shown not just to residents of a single country or city, but even to a specific geographical point that can be selected on the map. You can also use targeting with the opposite meaning, that is, to exclude from the display users who live in a certain point.

Demography

Age targeting is fairly obvious. It is more worth paying attention to the last two points: “Birthday” and “Marital status”. The first one makes it possible to advertise goods and services to those VKontakte users who will soon have a birthday. The use of the second is less obvious. An example of advertising using this item is the promotion of wedding services to users whose status is "Engaged".

Interests

As an example of targeting the target audience by interests, we can cite advertising on VKontakte of any entertainment projects. To launch an advertisement, for example, a concert of a musical group, it is enough to create an ad and indicate the name of this group in the “Categories of interests” column. It will be much more difficult to target the sale of goods or services in this way. Even if a person has indicated “cars” among their interests, this does not mean that he wants to buy a new car. The exact names of companies, hobbies, interests should also be indicated in the “Communities” column.

Education and work

This setting allows you to do nothing more than create targeted advertising on VKontakte, aimed at graduates of a particular university or students. For example, to search for employees with a medical background, you can target students and graduates of medical schools.

Extra options

Of this block, the first two points, which are related to retargeting, are of the greatest interest. Using these parameters, you can set up VKontakte in such a way that the target falls on users who have already visited your site. To do this, you first need to collect a database of contacts for retargeting and upload it to VK.

Setting the price of VKontakte advertisements

The system offers two payment options:

For transitions.

Advantages:
- money is withdrawn only for the user's click on the ad, the number of impressions is not limited;
- the ability to predict the budget in advance;
- the campaign requires less oversight.
Flaws:
- if you set a low cost per click, ads will be shown rarely;
- high recommended rate.
For showings.

Advantages:
- the rate for 1000 impressions is several times lower than the rate for one click;
- quick coverage of the target audience, provided that it is well defined.
Flaws:
- it is impossible to predict the number of transitions;
- Careful monitoring of the course of the advertising campaign and constant adjustments are necessary.

Now you know how to properly target VKontakte

As you can see, the basic settings are not so complicated, and anyone can figure them out. It is enough just to arm yourself with patience and trial and error to find the optimal solution to the problem. But you can do otherwise - turn to specialists who will quickly and, most importantly, correctly set up targeting so that you can quickly get targeted users and increase your profits.

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