VKontakte advertising formats. A complete guide to VKontakte advertisements. Publishing texts and images

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

In contact with

Image and text

Small format advertisements that appear on the left below the main menu. The option with a small picture, heading and text, or with a big picture and only heading is possible. From such ads, a link can lead to any of your resources.

Community promotion

Special

Community Post Ads

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

Community Advertising

If you are interested in the audience of one specific community, then this posting format is just for you. Large picture and detailed description allow you to attract the attention of the target audience.

classmates

Multi-format placement

Teaser 90x75

Carousel

This is a “scrolling” ribbon of 3-6 slides. Each slide is a picture and a caption. Slides can be any, but most often any product offers are posted in this format. They are displayed both 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 in several social networks and on Mail.Ru Group projects.

Facebook

Photo

Simple and convenient, one might say, "classic" advertising format. Your ad is an image and small description... It is displayed in different places on the site, depending on the device from which the user is logged in.

Video

Ring gallery

Analogue of the Odnoklassniki carousel.

Slide show

A selection

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

Messenger

Instagram

Square

Landscape

Vertical format

Ring gallery

When using the carousel format, your Instagram ads 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 it, would you like to connect a couple of additional ad formats?

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Newbie

Targeted advertising on VKontakte: an overview of formats

The audience of "VKontakte", according to social network, is 97 million unique users, 77% of which come from mobile devices. Advertising 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 unit: advertisements on VKontakte pages

This format allows you to promote your app, community, or external site. For each advertised item, specific ad formats are available. Ads are shown only in the desktop version of the site on the left side of the page.

The text-graphic block can include up to three advertising entries on each VKontakte page. You pay for clicks (CPC) or impressions (CPM). Ads support behavioral and point targeting as well as pixel or CRM retargeting.

The main task of text-graphic block ads is to generate traffic. However, with the help of such ads, a company can also increase awareness, attract new users, and announce 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. High-quality picture in the ad provides a high CTR. Creatives should match the interests of the target audience and evoke emotions.

In the block of text and image ads, four formats can be displayed:

Image and text. An 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 the targeted action, you need to include a CTA in the description text, for example, “learn more”, “read on the site”, “buy”. The length of the description line allows you to tell a little more about the proposal:
- inform buyers about promotions and discounts;
- describe the competitive advantages of the product;
- specify a price to cut off an audience for which it might be high.
Large image. The ad does not contain a description, but there is a title (up to 33 characters), an image of 145 × 165 pixels. The link can lead to a site, community, or application.
The main focus is a large image, thanks to which the ad grabs the user's attention and pushes to click on the ad for detailed information about a product or service. You can place catchy and easy-to-read text on the picture, for example, main benefit, selling triggers, brand name or CTA.
Community promotion. Includes the following elements: headline, square image 145 x 145 pixels, CTA buttons "Join", "Subscribe" for groups and public pages, or "I'll go" for events, as well as information about the number of members or friends in the community.

Such ads help to increase the number of subscribers to 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.
Square image- a format for promoting applications and games. An image of 145 × 145 pixels (or uploaded by the advertiser), the name of the application, the number of friends in the application and the CTA button "Play" or "Launch" are pulled into the ad.
Special format for app promotion... Ads appear on the App Directory page and in the News Feed. In addition to the application name and image, you can add its rating and genre. As an image, either the cover of the application or a manually uploaded image with a size of 128 × 128 can be displayed.
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 less than in the text-graphic block on the pages of the site. In-feed ads provide brand presence among users' news and posts and increase awareness. On the application catalog page, the ad design 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 targetings, then the likelihood of getting clicks and conversions is very high.

Post Promotion - Sponsored Posts in the News Feed

The format works in the mobile and desktop versions of the site, entries 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 promo post: illustrations, video, survey, map, products, and others.

The advertiser pays for advertising of this format according to the CPM model. Advanced targeting options are available for ads, as well as retargeting. These options allow you to both select and exclude audiences that have already served 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, surveys. Using this format, an advertiser can work with users at different levels of the funnel: target new users and increase brand awareness, talk about the benefits of people who are already familiar with the product, carry out upselling and cross-selling, work with existing customers (advertise limited promotions, provide bonuses etc).

Put on promotion an entry that already exists in the community.
Create a hidden post without posting on the wall and show it only in the news feed of the desired 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 the user's news feed. 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. Important, that the target audience is selected according to the targeting settings specified when setting up an ad.

You can check the effectiveness of a promo post using the "Evaluation of advertising posts" metric (in November 2017). The algorithm takes into account the positive (clicks on links, video views, joining a group) 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 promo post.

Don't choose "Score" as your main metric for campaign performance. The metric is useful for A / B testing and will point to a low-rated entry so that you can check your budget in time.

Try different targeting settings: by interests, communities, similar audiences, remarketing audiences, geolocation, and more.
Test your ad layout:
- attract attention and involve: add videos, gif-animations, bright colors to the ad, but remember that the quality of the ad should not be affected by this;
- focus on the main thing - important details should immediately catch your eye;
- create ads that match the interests of your audience;
- add high-quality and understandable images;
- images can describe the benefits of a product or service, tell about a successful purchase or cooperation experience, demonstrate the most popular product or arrivals of a new collection, collected in one collage.
Track the relevance of your landing pages. The main information is best placed at the top of the landing page, in plain sight.
Alternate ad formats to promote the same product.
Analyze statistics and control changes in a timely manner:
- change your bid if the intensity of impressions or the recommended value has changed;
- set ad-level limits and advertising campaigns to control budget spending;
- study demographics and their impact on performance;
- if necessary, create a separate creative, taking into account the specifics of the audience demographics.

Promotional Entries With 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 in which 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 application, VKontakte application, directly to a dialogue with the community, or generate calls. There can be only one link per ad. Accommodation payment - by 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 in;
sign up;
contact;
join;
register;
write;
in more detail.

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

Using the app

Alexey Ofitserov

Salute to the TexTerra blog readers! At first I wanted to tell you how cops work in advertising, but then I decided that this was of little use to business owners. Only 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 these ads often work 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 performed well in food delivery, but not very well in another product.

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

The text of the main record is not more than 220 characters. The carousel holds 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, tuned to different target audiences:

Universal recording

This is the standard post you see on the news. Go to your news feed and see - 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 picture sizes.

Universal writing allows you to write great storytelling, which fits quite well in some niches. Plus you describe all the benefits in detail. I believe this format is underestimated and needs to be tested across all niches.

The maximum number of characters in a universal notation is 16,384 together with punctuation marks and spaces.

Record with 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 as well. Despite the 220-character text limit, writing with a button is a great option. Promotions and short offers are going with a bang. Use it.

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

Collection of applications

Relatively new format- lead form. Provides the ability to collect applications for events, consultations, participation in promotions. That is, we are pouring traffic from ads to the lead form. We create and fill in the form ourselves. When creating, you will need a link to your privacy policy. If not, take in the contact just paste the link into the appropriate section:

Quote from VKontakte:

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

Watch a 2-minute video on how to create a lead form:

How to create a lead form

Collecting applications works well in promoting through a free lesson. For example, to a language school.

Interesting observation:

If you put a link to a lead form in a button, analytics advertising cabinet calculates CPL (lead price). 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.

Website advertising

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

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

Features of the format:

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

Teasers (side advertisement)

Teasers are rectangular advertising that looms on the left on the computer version of VKontakte. There were times when only 1000 rubles. the targeting specialist 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 take a look at the pros and cons of such advertising.

Pros:

Teaser ads are cheaper than promotional posts.
Only teasers are configured on a personal page.
Teasers catch users who don't scroll through the feed (I wonder if there are any?).

Minuses:

Teasers are visible only in the web version, so 80% of the audience will not see them, because people are using mobile devices.
Limiting the amount of text reduces the message, and as a result, you get less conscious clicks. Hence the problem: there are a lot of clicks, but the conversion is low.
If a user has Adblock or other blocking extensions, he will not see your teasers even from a computer.
Sometimes the show is cut, like this:

Hope it didn't scare you too much and you haven't changed your mind about using teasers yet. Let's take a closer look at them.

There are three types of teasers:

Application.
Community.
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 in the image if it occupies less than 50% of the image area.

Community Promotion

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

Large image

An image with a format of 145x165 pixels with a title, but without a description block.

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

My favorite format because it's the easiest to get creative with. For example, making "caricatures" is a great option for promoting a personality with a customization for your subscribers. These are contrasting and funny images that do not go unnoticed, even if the audience is not familiar with you.

Speaking of headers ...

How to write teaser titles

Let's start with the foundation. How does a person perceive advertising? I am not a psychologist, so I will tell you without terminology, if anything, correct it.

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

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 it, you are distracted from work without noticing it. The autopilot scans the surrounding area using the senses in search of satisfaction of current needs.

All images that we see and texts that we read first come into the field of view of the autopilot. Therefore, the most best lyrics and the images affect precisely the “zone of automatisms”.

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

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

Pain motivation

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

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

Motivation from pain is the strongest, so it is much easier to promote niches where there is pain. Unfortunately, you cannot always work from 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. Will fit here profitable offer, promotions and clear benefits that a person receives.

And here is the statistics for a can 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 "One More 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 gaze attract attention perfectly. 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: Whenever possible, use the same visuals in advertising and on the site where you drive traffic.

A person clicks on an ad and on the site sees a form with the same visual, this is less stressful for the brain and quicker introduces. Consider autopilot, which is influenced by advertising. Let the audience brain save energy - get more applications.

The structure of the working promo post

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

Headline with pain training, benefit or offer.
Brief essence of the proposal.
Benefits, benefits, closure of objections.
A clear call to action.

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

A simple photo on a smartphone or a review screen

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

The posts of our friends in the feed are ordinary photos taken on the phone. And our internal "ad filter" takes these posts for "our own", turns off banner blindness.

Direct look

Want to draw attention to your creatives? Use your eyes. A person sees a direct gaze best of all, including peripheral vision. When someone looks at us intently, we notice it. The reason comes from antiquity. A man had to notice a saber-toothed tiger lurking in the jungle before he rushed into the attack. The world has changed - the reflex has remained. Use it.

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 monthly coverage of the VKontakte application covers 77% of the audience. About 55% visit it daily.

Based on such statistics, the majority Russian companies turn to a social network for their own advertising and promotions.

Posts and posts from the profile.
Hidden VKontakte records.
Placement and sale of our own products.
Publishing texts and images.

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

This method allows you to use any type of attachment in the total 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 limiting picture resolution is up to 1000X700 pixels.
It is better to take a picture for 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 should be compressed as much as possible to 1280x1024 pixels.
For pictures, use only JPG or PNG and GIF formats.

Extremely allowable size video up to 5 Gigabytes.
Almost all available video format codecs are supported.
Better to use a video resolution of 1280X720 pixels. Higher quality is possible. 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 VKontakte advertising carousel

There are two types of settings available:

Carousel.
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 a more convenient display of the discount.

It is better to add up to 10 cards to the carousel right away.
All photos added to the carousel must be at least 400 pixels wide and square.
The maximum text size is up to 220 characters.
The title should be no more than 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 take an action by clicking on a button.

The entry should contain no more than two paragraphs with a total number of characters up to 220.
The title is 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 of 1000X1000 pixels.
Each card must contain 5 photographs.
The name must be no longer than 120 characters.

Publishing texts and images

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