How to set up targeted advertising on Vkontakte? Detailed instructions. Targeted advertising "VKontakte": guide, tips, reviews Fundamentals of targeted advertising in VK

Targeted advertising is advertising that is shown only to the audience that the advertiser needs in accordance with the specified targeting settings (geography, demographics, interests, etc.). Without the skills of working in an advertising account, the chances that your ad will be seen by the target audience are almost zero. Therefore, using the example of VKontakte, we will analyze how to set up advertising so that it is effective and the cost per click does not bite.

2. You will see the "VK for business" page. There will also be a link to your advertising account on the right. Select the "Targeted Ads" tab and click the "Create Ad" button.

Advertisements in the news feed- records that are displayed directly in the VKontakte news feed, alternating with the publications of friends and groups that users are subscribed to. Ads will be shown on computers, mobile phones and tablets.

Advertisements on site pages- these are text-graphic ads that are displayed on VKontakte on the left under the menu, they look like small images with text, they are visible only on the desktop version of the site.

After you have decided on the type of advertisement, you can proceed to the advertising settings. Regardless of the chosen placement format, the targeting settings are almost identical. Therefore, further we will analyze how to create ads using the example of the “Record with a button” format.

4. Select Post With Button and click Create Post (you can also select an existing post and run an ad).

6. In the window that appears, write the text (no more than 220 characters and no more than 2 hyphens), upload a picture or video. Then add a button (in this case, it is to join the community) and click "Create".

8. Write down the target audience settings.

On the right side of the page there is a counter that shows the potential audience coverage - the number of registered VKontakte users who will be able to see your ad, depending on the selected targeting settings.

Each new setting will decrease or increase the potential reach. And in this case, it is important to determine the portrait of your potential buyer as accurately as possible using the functionality of the advertising account.

Specify the geography of residence of the users targeted by the advertising campaign.

This can be the whole of Russia, 5 cities in which there are branches of the company, or, for example, certain metro stations in St. Petersburg.

It is important to select a country, the rest of the settings depend only on the size and specifics of the business: you can include or exclude the region and city at your discretion.

Please note that the IP address is not used as the primary source of user location information. The system primarily analyzes the data that users indicate on their pages, including their geolocation.

Indicate the gender, age, birthday, marital status of the audience.

It is important to remember the specifics of the business here. If you sell, for example, universal products, there is no point in specifying the gender. The age of users also needs to be specified depending on who your target audience is.

It is better not to pay attention to the “Marital status” column, as it may not be filled out or filled out incorrectly. But for those who have a birthday soon, you can offer a special discount. Also, this setting will be useful if you have, for example, a gift shop or balloons.

Specify the interests of the users you want to target ads.

Consider in detail each column to fill out:

• "Interests and Behavior". Interest data is automatically collected and analyzed based on user interaction with VKontakte content and advertising, visits to thematic communities and websites. Categories are constantly updated and remain relevant in accordance with the preferences of the audience. As a result, you can show ads to users who are interested in a particular topic.
• "Communities". Most users are subscribed to various communities. In this setting, you can simultaneously select up to 100 communities whose members you want to target.
• "With the exception of". Allows you to exclude communities whose subscribers you don't want to show ads to. For example, your own, since the goal is to attract new users.
• Community Activism. Allows you to show ads to those who recently joined a group, joined it, or commented on community posts.
• "Apps and Sites". Allows you to target ads to those who play a particular application or have recently installed a game.
• "Travelers". It allows you to reach people who have been abroad at least twice in the past six months and have gone out to the social network from there. It can be both tourists and businessmen who fly on business trips abroad.

9. Specify education and positions of users (if necessary).

You can choose a specific university or school and the year of their graduation. Moreover, the graduation year can be not only current, but also future. This setting is suitable if your company, for example, has an open day and you want to invite graduates and undergraduates. In addition, you can set up ads for people who have certain positions listed in their personal data on the page. However, keep in mind that the position may be indicated incorrectly or not indicated at all. Then ads will be shown to non-target users.

10. Specify additional options (if necessary).

Let's take a closer look at the settings from this category:

• Retargeting Audiences. Allows you to target ads to users who have given you their contact details (email address, phone number) or have previously visited your site, as well as to an audience similar to your community subscribers in terms of preferences and behavior. With these settings, you can set the degree of matching, how much the new audience should be similar to yours.
• "With the exception of". Allows you to exclude the retargeting audience from the overall reach of the advertising campaign.
• "Devices". Allows you to target users of specific mobile devices. Use this targeting if you sell only Apple accessories, for example.
• "OS". Allows you to target people using certain operating systems installed on computers.
• "Internet browsers". Allows you to target people using certain browsers.

11. Specify audience retention settings.

You can save the audience of users who, for example, viewed your post, shared it on your page, followed the link, etc., as well as set up retargeting for them.

With this setting, you can show your ads at specific times, such as during the opening hours of the advertised establishment or when users are most receptive to it: only at lunchtime or in the evening.

13. Specify the payment method and the location of the advertisement.

In this category of settings, specify the placement of the advertisement depending on its format. You can also choose one of two payment methods (you can change it only at the stage of creating an ad):

• for transitions (if the goal is transitions to a page, to a group);
• for impressions (if the goal is reach, engagement).

If you are running an ad for the first time, be guided by the recommended price. Sometimes, for example, it is divided by 3 and further adjusted depending on the speed of unscrewing the advertising budget. If it unscrews quickly, you can reduce the price even more. If, on the contrary, it is slowly or not unscrewed at all, try increasing the cost.

14. Click Create Ad.

After that, you will be able to see how your ad will look in the user's feed, as well as see all the campaign settings that were selected during the creation of the ad.

15. Write down the final parameters.

• Specify the limit (restriction) of the budget. Please note that with a daily limit, you yourself set the amount that will be debited daily, and with an ad limit, the system automatically determines how much to spend per day. After the limit is used up, the ads will automatically stop. To resume it, simply top up your budget and restart your ad.
• Change the ad status to "Starting".

If the icon next to the ad changes from hourglass to play, then the ad has already started showing to the audience.

Now your task is to monitor it and, if necessary, change the targeting settings. Using this step-by-step instruction, you can easily run ads on VKontakte ads. Good luck!

Dmitry Dementy

You say that VKontakte advertising does not work well: some schoolchildren click on ads, the entire budget is spent overnight, but there is no result? This happens if you choose the wrong target audience. In this article, you will learn how to properly target Vkontakte in order to show ads to the right people.

How VKontakte targeting works

Imagine that you are advertising auto repair services in Smolensk. You can display ads in the most popular VKontakte communities and wait for a response. If the ad says "Car repair in Smolensk", customers will surely turn to you. The problem is that you will pay for ad impressions to residents of Penza, Irkutsk and Vladivostok. In addition, you will spend money on showing ads to users from Smolensk and other cities who do not have a car. Moreover, you are pumping money into advertising services for people who drive expensive non-breaking foreign cars. And you specialize in the repair of domestic cars, and you have direct deliveries of spare parts from AvtoVAZ.

In order to spend money efficiently and make deals, you should show ads only to Smolensk residents who have a car. It is desirable that the ads be seen by people with not very new cars, which are suitable for spare parts from AvtoVAZ. This problem can be solved by targeting the target audience.

With the help of targeting, you practically exclude inappropriate ad impressions. For example, don't spend money advertising a Pattaya holiday to schoolchildren who are still interested in football and puppets, and not walks along Walking Street. Targeting ads brings the following benefits:

• Increase response: clicks and deals.
• Cost reduction.
• Reducing the cost of customer acquisition.
• Preventing negative user reactions to inappropriate advertising.
• Show ads to audiences of competitors.

With the help of this guide, you will learn how to target an audience on VKontakte.

How to properly target Vkontakte

Choose an ad format: Image & Text, Large Image, Promote Communities.

Enter a title and text, upload an image, select a theme. If necessary, you can set an age limit for impressions. At this stage, do not spend a lot of time on these actions. The task is to move on to audience targeting.

To use targeting effectively, you need to know your audience. To collect user data, research the market, survey real customers, use the buyer persona method. You can also read about it.

For the experiment, imagine that the company operates in the Krasnoyarsk Territory. You serve clients in all cities of the region, except for Zheleznogorsk. It is known that you are most often contacted by female office managers between the ages of 20 and 50 years. Another group of clients are IT specialists of large companies, 70% of whom are men. Their age also ranges from 20 to 50 years.

How to set up geographic targeting

Target the audience groups suggested above. First, select the geography of ad impressions. Set the target to Krasnoyarsk Krai and exclude Zheleznogorsk.

How to set up demographic targeting

As mentioned above, your potential clients include women who work as office managers, as well as men and women who work in IT departments. Therefore, in the "Gender" section, leave the default value. Choose male or female only if you are selling a clearly male or female product, such as spinning rods or color cosmetics. Keep in mind that in this case, too, you cut off potential customers, for example, women who are fond of fishing.

Specify the age of the audience. Under the terms of the experiment, we agreed to target customers aged 20 to 50 years. This is a wide age range, so specify it unchanged in the settings. If the age of most customers is in a narrow range, such as 25-30 years old, try expanding your target group. Specify the age from 22 to 33 years old and evaluate the results of the campaign.

If necessary, limit the audience of impressions to birthday people.

Skip the "Marital Status" menu. Use it only in exceptional cases, for example, if you sell gifts for Valentine's Day.

When and how to use interest and interest category targeting

In interest targeting, you can select audience segments. These are users who are currently interested in a particular product and are ready to buy it. For example, an advertiser may show ads to people who frequently shop online, look after a car, or are interested in financial services. VKontakte classifies users into audience segments based on their activity on the social network and on external sites.

How to target community members

The idea is very simple: if you show ads to members of thematic communities, the response will be higher. For example, you can show ink cartridge refill ads to members of all related communities in the selected region.

To find suitable communities, use the VKontakte search. You can change the search criteria using the filter.

Also use the allsocial.ru service, with which you can search and rate communities. Be sure to exclude members of your community from your audience. Most likely, they will see the publication anyway.

Show ads to users of specific apps and sites

This task is solved using the "Apps and Sites" filter. Enter the name of the site of interest and save the options suggested by the system. At this stage, you can evaluate the potential reach and the feasibility of targeting the audience according to the selected attribute.

If necessary, block any sites or applications from being shown to users using the "Exclude" filter. Check the "Travelers" box if you want to show ads to users who visit VKontakte while traveling abroad.

What to do with targeting by education and position

Look for the target audience by education only if you are interested in graduates of specific educational institutions. You can also target users who have recently graduated from an educational institution.

Use position targeting as a last resort and very carefully. This method of targeting can greatly narrow the audience or add untargeted people to it. First, not all users indicate the position. Secondly, the target audience can be people who indicate all the places of work on the page.

For example, filter the audience by position if you want to show ads to specific professionals. For example, use this type of targeting if you sell dental equipment. Keep in mind that ads will not be seen by dentists who have not indicated their profession in their profile.

How to use retargeting

Users who are familiar with your business, product, website or VKontakte public respond to ads many times more often than a cold audience. This is a great reason to use retargeting.

To use retargeting, go to the appropriate menu in the VKontakte advertising account. Click the Create Audience button.

You can create an audience using a retargeting pixel or data from a file.

Upload a file with a database of email addresses, phone numbers or user profile ids. Check out requirements for uploaded information or use these suggestions:

• Use a CSV or TXT file.
• Write to one address, id or phone number per line. You can also write data to a string separated by commas or semicolons. You can find out the user id using applications.
• Specify the phone number in the following formats: +71111111111, 71111111111, 8-111-111-11-11.

You can also install a retargeting code on the site. In the "Pixels" menu, generate a pixel.

Copy the code and paste it on the site.

If the site is powered by WordPress, it is convenient to insert the code using the Head, Footer and Post Injections plugin.

Use the Edit menu to add/remove an audience or get the retargeting code again.

After populating your retargeting audience, create ads and launch your ad campaign.

What services increase the effectiveness of Vkontakte targeting

With the help of external services, you can improve the accuracy of target audience targeting and make advertising more effective. Pay attention to the following sites:

To increase the effectiveness of advertising, it is necessary to collect data on different segments of the target audience using one or more services. Save the received data in CSV or TXT format, and then create the appropriate retargeting groups.

Audience targeting is available in ad automation services such as Aori , Plarin , Sociate.Targeting . Targeting capabilities are standard here, but automation systems provide advertisers with the ability to simultaneously manage advertising campaigns on several sites.

How targeting increases the effectiveness of Vkontakte advertising

In this section, you will find successful and unsuccessful examples of targeting the target audience of VKontakte. Check out the big

A few years ago, we did not even suspect how firmly social networks would enter our lives. They have ceased to be just a "chatterbox" for teenagers. Increasingly, well-known companies, owners of large businesses, online stores and just private entrepreneurs create pages and communities on the web to promote their products and services.

To attract subscribers there - potential customers - there are various tools. We will talk about one of these methods in this article.

Targeted advertising "VKontakte": general information

What is this? What is it for? Maybe it's just a waste of money?

For a long time there was an opinion that VKontakte was a network for schoolchildren. But recent research has shown that the situation is changing. Now in the popular Russian social network there is a large number of solvent audience, ready to learn about different goods and services and make purchases. These people should be helped to obtain such information. But since the main thing is still rest and entertainment, the offer should not be too intrusive. What does targeted advertising on VKontakte successfully do? What it is?

If we talk about the external component, these are small ads located on the left side of your page on the social network. Surely everyone paid attention to them, but not everyone knows how they appear and why.

The ad includes a title, an image, and a short description. As a rule, no more than two or three pieces will be visible at the same time. To view others, you need to click on the "All ads" button. Ideally, each of them should correspond to the interests of the person on whose VKontakte page it is located. After all, these ads are customized specifically for each user.

But practice sometimes deviates from the ideal, because the human factor intervenes.

Targeted advertising on VKontakte requires a very careful approach. Tips for its preparation and launch will not be superfluous.

If you do not stick to them, you can easily "drain" the entire planned budget and not achieve any results.

Not every product or service sells well with targeting. If these are some rare items, seasonal, not for everyone, or too expensive, it is better to look for other methods of promoting them. Everything related to medicine is sold poorly. Only consumer goods are suitable for targeting.

Before launching an advertisement, prepare and place an advertising post in your group, on the website or on the platform where the user will go or joined a group, and ideally - made an order.

The ad itself also requires a careful approach. High-quality photo or graphic image, clear and bright. The goal is to get attention. Play on people's emotions. The text is short and concise. It must accurately hit the target, be written in the language of the target audience (target audience) on which the bet is made. Familiarity and rudeness are unacceptable. No appeals to "you"! You can not pass moderation.

Before a full-fledged display, you should first test the ad, laying no more than 100 rubles in expenses. It is best to make several ads on the same topic, but with different pictures, headings and explanations. And from them already in the course of the test to choose the best option.

Setting up targeted advertising "VKontakte"

Let's analyze the detailed algorithm of work.

Preliminary stage - analysis and User pages are viewed, their search queries are identified, interests are identified. Based on the data obtained, a portrait of the target audience is compiled, with which you will have to work during the advertising campaign.

There are several ways to get started:

2. If there is a community (group), you can act through it. That will make it faster. Under the avatar there is a line "advertise the community".

With the first option, you will have to make two transitions before you start creating an ad. And the second one leads directly to where the targeted VKontakte ad is placed. How to set up further work, the network itself will tell you.

First, we load a pre-prepared ad (text + image). They should be of a certain size, both in terms of the number of words and the length/width of the image.

Then we proceed to the settings for various parameters of our target audience: age, gender, place of residence, interests, marital status, and so on. There can be quite a lot of such indicators. Which one to take depends on the specific situation. Below is an example of targeting.

After filling in all the fields and creating the first ad, a personal advertising account will appear, where you can track how the advertising campaign is going.

Payment Methods

Another option for targeting.

Setting up targeted advertising on VKontakte involves two per impressions and per clicks. It is best to do the first option first, and later switch to the second. most often used when reaching a very large audience. For transitions - cheaper and easier.

Basic concepts and terms of targeting

Reach is the number of people who saw your ad at least once.

Transition is measured in numbers. How many times the offer was passed. The user who made the transition will not be shown the ad a second time.

Impressions - how many times your ad was shown on VKontakte.

CPC (cost per click) - an indicator of the cost of one click.

CPM - (cost per mille) - price per 1000 impressions.

CTR (click-through rate) - this concept shows the effectiveness of an ad and is calculated as the number of views per the number of clicks multiplied by 100%.

Examples

The more detailed you fill in all the columns, the more effective the targeted advertising on VKontakte will work. We will consider cases (real examples) right now.

An online store of goods for children decided to conduct an advertising campaign. The target audience was defined - women aged 20-30, married, have children. Delivery of goods from this store was carried out only in the city of X. All these parameters were entered. Payment method - for transitions. The recommended price is four rubles. Audience coverage - 10,000 people.

If the store worked with delivery throughout Russia, the numbers would be different. And in the settings all cities would be indicated, which would definitely increase the coverage area.

Group (community) or site: where should the transition from the ad lead

Targeted advertising "VKontakte" (guidelines for the use of which were given above) and the practice of its use show that with a fairly low price and a certain type of product (service), it is better to send the client to a well-designed one-page. Where can he place an order?

With a large assortment, for example, online stores, the transition should lead to a group. In this case, the goal is not just a one-time purchase, but long-term cooperation and constant sales. This applies to various pizzerias, fitness clubs, the sale and delivery of flowers, and much more.

New opportunities

Recently, an interesting addition has appeared - retargeting, which expands the initial possibilities of advertising products.

It allows you to show ads to people you already know.

Benefits of targeting

Allows you to very accurately define and point to the portrait of the target audience. Many netizens like to talk about themselves, give detailed information about hobbies, place of residence, age, and so on. Thus, it will not be difficult to find “their own” among millions of subscribers according to the necessary criteria and offer exactly those goods and services that will be of interest to them.

The accuracy of the choice of the target audience allows you to achieve a situation where the ad and the offer itself finds the client, and not vice versa.

Conclusion

Thus, if you want to increase sales, talk about a new product or service, targeted advertising on VKontakte will help. Feedback from many business owners speaks of the effectiveness of this kind of promotion. But only with a well-configured and conducted campaign.

Social media targeting is an opportunity to advertise a brand only to those who are interested in the product and to attract potential customers. An ad can send a user to a VK page, website, video or app. But where is your target audience concentrated: on VKontakte, Facebook or Instagram? Depending on this, the features of setting up targeted advertising also change.

We will show you how to create ads on different social networks. We list the most popular parameters on VKontakte, Facebook and Instagram and explain how they should be configured.

To create an ad in VK, you need to click on the "Advertise" button. It is located below the menu.

For targeting on VKontakte, a standard advertisement is used with an image, text, sometimes a button or a carousel that includes several products. It is displayed on the left under the menu or in the news feed.

Item targeting settings

Pros and cons of targeting on VKontakte

Advantages:

VKontakte has more than 20 parameters by which you can search for the target audience. There are interesting non-standard settings, such as showing ads to those who have a birthday coming up.

Advertising can be launched in an hour. It is enough to transfer funds and send the ad for moderation. After approval, the advertisement is placed. Please note that some topics are moderated longer, as documents and licenses are required.

The disadvantages are the high cost of clicking on an ad - about 20-30 rubles, depending on the subject of the client's company. The b2b segment, top brands, jewelry, designer goods, etc. will cost more. Cheaper - hardware stores, lighting, middle-class clothing. If we compare this method with promotion in other ways, then the cost is really high, especially if you need to increase the number of subscribers in the group. An increase in the audience can cost 2–5 times more.

Proper setting up targeted advertising on Facebook

Facebook strictly moderates content, so it's worth researching first. rules advertising activities. In this social network, you can start a campaign from your profile page in quick creation mode. It's easy and takes 5 minutes. But the ad delivery setting is not deep enough and precise enough, so the advertising campaign is less likely to succeed.

To start, it is better to use a special tool - Ads Manager. It helps to accurately target the target audience and find interested users.

There is an even more advanced tool for professionals - Power Editor. It is complex and not really suitable for beginners. But it allows you to make the most precise settings and manage large-scale campaigns.

What to consider to set up detailed targeting?

Advanced Feature: Create a Custom Audience

How to set up targeted ads on Instagram?

What can be done to target the audience of an advertising campaign in detail?

We indicate the country, city, region of the target audience, as well as its age, gender, language.

We determine the investment and duration of the campaign up to a minute. To properly set the ideal budget, it is worth picking it up in 5-10% increments and watching how coverage increases. The percentage of funds spent should not exceed coverage.

Create an ad in one of the following formats:

• image - the most common way to advertise;
• video up to 60 seconds - it demonstrates the best efficiency;
• slideshow up to 50 seconds - no more than 10 images can be used;
• ring gallery.

We write the text, indicate the call to action and the link to go. Facebook makes sure that the text is no more than 20%. For those who break the rule, coverage is reduced to 30% of what is claimed. In the URL column, enter the address where the user will go when they click on the ad.

After all the settings and verification, the product can be advertised. To do this, click "Place order".

Useful 2

For more than 7 years I have been working closely with targeted advertising on Vkontakte, Facebook and Instagram. I started in those days when all VK advertising placements consisted of 2 small banners on the left side of the desktop screen, and the Facebook advertising account was so buggy that it was scary to link a card there. During this time, I have been in all the roles of this process and can give an assessment from the outside.

The Internet is full of materials on targeting, chips and the like for specialists. However, I do not see a complete and normal business guide. It's time for him to show up. The material is personal experience and facts.

What is targeted advertising?

Audiences are formed based on the data available from social networks or can be collected by separate tools. The English word target - means a goal, aim

In simple words about targeted advertising on Vkontakte

There are hundreds of settings options and thousands of combinations of them, limited only by the imagination and competence of a targeting specialist, which are supplemented and updated with enviable regularity.

If you are reading this material, then its value is already clear to you, so it makes no sense to paint tons of water on this topic here. Let's go to the point.

How does targeted advertising on Vkontakte work?

Let's take it easy with a couple of simple examples.

Example 1

1. I have two stalls with shawarma. We create a post with a promotion in our community. Everyone who says that he came from Vkontakte will receive fruit drink as a gift.
2. I set my addresses with a radius of 500 meters in the geo-location settings, in the same place I set “work” in the type of users - these users work or study nearby and may want to come to my action.
3. I segment the targeting audience by age, I make different “creatives” for those who work nearby and for students.
4. I set the time frame for showing ads to the time when people are most hungry - in the morning, before lunch and right after work.
5. I am launching the work of the VK target and will soon be waiting for guests. If it is like in the picture, it would be necessary to reduce the volume of impressions :)

Example 2

1. I sell hoverboards. I analyze the list of “live” competitors on Vkontakte and decide that their audience is the best to work with
2. I'm compiling a list
3. I make an interesting promotion and tune in to a hot audience of competitors
4. I broadcast my offer to this audience and receive applications from clients.

The examples are greatly simplified, easy to sound, difficult to do.

Attention! These are examples, not a guide to action. Do not rush to open a shawarma stall, open with burgers.

The bottom line is this

The possibilities of searching and working with targeted advertising with audiences are so wide that even ten volumes are not enough to describe all the possible combinations for all niches.

Two specialists with a high degree of probability will set up the VK target in completely different ways.

This is the main difference between contextual advertising and targeted advertising. Advertising on Yandex and Google search works with an already formed request. The principles of competent settings are more outlined here, and the logic of work is reinforced concrete: a person asks for a search, advertising answers the request.

In the VK target, everything is different. You must first find your target audience, identify the needs, pains of the audience, approaches to it, and then delicately drive up to it with one, two, three proposals.

What does targeted advertising look like on Vkontakte?

Let's dwell on the main visual examples.

Text-graphic block (TGB)

The so-called teasers. They work only in desktop formats (this is everything except mobile and tablet).
The oldest format of targeted advertising Vkontakte. Until the advent of promotional posts a few years ago, it was also the only type of official advertising. That is from 2006 to 2015. Just since 2015, there has been a powerful leap in the development of advertising tools for all social networks, which has not bypassed Vkontakte either.

Carousel

Technical features of "Carousel":

• Cards: from 3 to 10 in one ad
• Cards can be moved around while editing a post
• Where can you go:
  • to an external site
  • to the community
  • in the application (not mobile),
  • in addition, you can sew in a phone number

Promo post with image and text

A classic user experience. Universal option.

Promotional post with image, text and link

Do you really want to take people to a third-party site or attract them to a separate page of your offer inside Vkontakte? You can do so.

Promo post with short text and action button

Text length up to 220 characters. Suitable for a clear, short advertising message with the ability to quickly make a decision. And everything where marketing meanings will reach.

"Click the button and get a list of offers from the best experts in targeted advertising by mail"

“I’ll read the instructions now and set up these targets or your accountant myself”

Reader, I conjure you, if you are a business owner, do business. If you are a marketer, do marketing. To qualitatively build the logic of a targeted advertising campaign, optimize it and produce intelligible results - only a targetologist can do it.

With the increasing level of complexity and competition, this area has become available to the amateur only on the most basic needs. In 9 out of 10 cases, you will be disappointed, you better not try.

If you decide to do it yourself, then you will get GOOD results. Do not be conceited, otherwise you will get the initial stage of the Dunning-Kruger effect and lose a normal assessment of reality.

Someone who spends hundreds of hours honing their skills, sees dozens of new projects a year, is always better at it.

To do it normally from scratch, you need to spend more than a dozen hours of time, if there is no technical base, then from the very beginning, and this is already closer to a hundred. Or take high-quality expensive courses and hone your skills for a year or two. But why?

I'll give you an illustration. You can also cut out your own appendicitis, there are a million medical volumes in the public domain, take it and cut it out, one guy even did it once. But why do it yourself when there is a doctor? Also with a chance to die.

Spend time improving the service, improving the quality of the service, focus on your unique selling proposition. Know your competitors. And delegate these tasks as much as possible. Your time is priceless.

So to speak, to watch the operation, but to climb into the process as little as possible, only when they ask and need help.

But, if you have a very, very small business and a lot of time. You can delve into it yourself, having spent a couple of tens of hours on the basics, I won’t argue.

Prices for advertising services Vkontakte

See how not indicative the survey turned out in the profile group. In the very essence of the issue, there are already difficulties in the perception of commentators.

I take averages from experience.

Freelance targetologist

With IP or without IP, from 5,000 rubles. up to 30 000 rubles / month

If someone takes up to 5,000 rubles for setting up or running a VK advertising campaign, this is either not a pro, or a beginner, or an altruist from a related profile.

Beginners with a good theoretical base take from 5,000 to 10,000 rubles. for a month's work on the project. They can already correctly assess the amount of work, so they will not engage in charity work.

Good targetologists, whom I could trust, are cheaper than 10,000 rubles. I have not met. I am ready to pay for an average project from 10,000 to 20,000 rubles. per month depending on the agreements. These figures normally fit the marginality of the work of a specialist.

Services of an agency or other company team

Under Jur. Face from 10 000 rubles. up to 70 000 rubles / month

There are a couple of nuances here. You can get on streamers who make 10 new settings per month for two, they have a crazy mess in their head.

The price of the Vkontakte target will tend to the cost of a good targetologist, but the level of those specialists with whom you will work may differ from the stated one due to staff turnover.

They can take on more serious tasks and manage them normally.
They often have their own designers and copywriters on staff, who also improve and speed up the work.

Agencies use third-party developments to optimize and scale advertising campaigns (Aitarget, Kairos), the use of which is not always within the reach of other market players due to complexity and high cost.

Working with large agencies and firms is reasonable when:

• A large project with a multi-million dollar budget and a large amount of work
• We need to show all costs for advertising services (they are subject to VAT, and it can be returned)

Hiring a full-time targetologist
From 30 000 rubles. up to 80,000 rubles / month

You can monitor the supply market yourself. Let me just say that an experienced target specialist will not go to work for a rate below 50,000 rubles / month if he can earn the same amount from home.

One freelance targetologist can cover up to 80% of all possible commercial projects with one. With a greater degree of probability, you will be looking for a freelancer, so I will share my logic for choosing a specialist.

What do we pay a Vkontakte targetologist for?

Standard types of work in the project

1. Competitive Analysis
2. Working out the logic of an advertising campaign: how, how many times and how to touch the audience
3. Identification of target audiences (TA), their pains and ways of influencing them with advertising
4. Collection of target audience databases according to search algorithms through special parser services.
5. Preparation of graphics, videos, gifs, texts
6. Creating and setting up Vkontakte advertising campaigns
7. Launching and collecting the results of a test advertising campaign
8. Correction of hypotheses
9. Rate Management
10. Elaboration of new hypotheses, target audiences and testing them.
11. Basic Automations
12. Analytics and reports

Advanced Jobs

1. Connecting smart algorithms for optimizing VK advertising campaigns (Kairos, Aitarget)
2. Complex graphics and video creatives
3. Complex automation
4. Changes in the design of groups, setting up widgets, creating tests and other forms of interaction with the target audience
5. Dynamic Retargeting

At the start, the work is more difficult, working out the campaign logic, collecting bases and the first launches take the most time. Analytics and adjustments are less, what comes next is less.

Conventionally, only the collection of bases and the development of audiences can take up to 20 hours of pure working time.

Usually, specialists do not refuse many of the advanced services, but not everyone has experience in them. If you haven't done it before, you can master it.

Are they required to do so? I’ll say that it’s more likely not, but in fact, what people don’t do additionally, working as targetologists. As you agree, so be it.

Vkontakte targetologist search algorithm

There are a dozen key profile groups where you can find a targetologist. I use them, and have long formed a personal white list for myself, which I turn to if necessary.

From time to time I try something new.

My algorithm for selecting a targetologist for a project

When choosing, I focus on "Cases". They can be filtered by search on the walls of specialized communities from the list below.

First, I look for relevant cases in a similar topic, and then I fall into reading for an hour.
In them you can also find contacts of a targetologist or company.

If what I see in the case satisfies me, I turn to the price offers from the creator and proceed to the dialogue.

Reviews and recommendations are of interest to me to a lesser extent. First of all, I pay attention to the logic of a specialist, what tools he uses, how he analyzes the process and what he comes to. I see great value in this for the future project.

If there are no cases on similar topics, I will turn to specialists from neighboring cases, whose approaches and conclusions seem to me the most intelligible, and the results are transparent.

Where else can you find a Vkontakte targetologist?

1. In discussions of topics with a job search
2. By requests in the general search by groups "target, smm, targetologist". Both private traders and firms are based there.

Where you definitely don’t need to look for a targetologist is on sites with freelance services, the level of services there, ahem, is very special, not for the faint of heart. But there is a safe deal, the only plus.

Targetologists also sit in specialized SMM communities.

CommunitiesSMM services

And, of course, look in cases.

The official database of SMM-specialists and targetologists Vkontakte

The new contractor search tool has been available to everyone since September 2018. All contractors are certified by Vkontakte and only then get into it. This guarantees, at a minimum, knowledge of the theoretical and practical nuances of targeted advertising. The test is complex and changes, so it is problematic to find answers now, so for now this base is objective. I am sure that it will help many people find good targetologists.

The service is fresh, I have not worked with it yet, but I will definitely get involved and check it out.

The list includes both private specialists and agencies - https://vk.com/biz/partners

Choose a professional targetologist or a beginner?

Beginners

Often they approach the matter more responsibly and scrupulously, cost less money. Of the minuses: little experience can lead to wrong decisions and lack of results.

Professionals

They know what they are doing, they clearly form goals, they can better prepare the site for commercial traffic and even “tighten the screws” in business processes, while simultaneously issuing intelligible reports.

They often work not only in targeted advertising on Vkontakte, but can also solve problems on Facebook, Instagram and MyTarget (Odnoklassniki and the Mail.ru affiliate network)

Of the minuses: they cost a lot of money, they may not have a flexible approach to work, they can also make mistakes.

Mistakes when choosing a contractor for Vkontakte targeting

Hoping for a low cost specialist

Low-skilled personnel (and low cost is them) few people make good results in such a high-tech field as SMM.
Skills here need to be updated and updated every few months, the one who does this knows the value of his work.

Overpay for a name

It is hardly worth inviting them to promote the Romashka cafe or a regional online store. Leave them to big brands and projects. Look for the golden mean.

“I have a familiar SMM-schik, let's give a contact” - is a targetologist recommended to you? We still need to separate these concepts, because there are also content managers, copywriters, designers, and all of them can be SMMs. Check with the recommended specific profile of his work. It is difficult to assess professionalism here. A sort of cat in a bag.

Another thing is when: “I have been working with this targetologist for 4 months already, excellent results in profile N, everyone is happy” - it is worth taking a closer look.

Do not specify the work process and the form of interaction before payment

These points need to be clarified in advance:

1. What is included in the work and what additional expenses from his wages he assumes.
2. Does he own photoshop, does he design his advertising posts himself? Maybe he knows how to work only with the existing content, but it may not exist.
3. Does he know how to write texts for posts or does he still attract copywriters? Is this included in the cost of targeted advertising on Vkontakte?
4. Whose advertising cabinet will be at work

After all, you don’t want a situation that already in the course of work that the targetologist simply cannot make banners himself, because he doesn’t know how, but you were counting on it.

Or can't write a long post-story when you were waiting for this genre.
It is advisable to consider the skills of a specialist a little closer before hiring

Interaction of the customer with the targetologist

Useful facts:
1. Individual entrepreneurs have at most 30% of private performers.
2. A contract with an individual is not a very convenient thing. Do I remember correctly that the employer will pay a horse percentage up from him and withhold 13% of income?

If you want to regulate non-disclosure of information, the absence of a case in the future and other relationships, conclude an agreement. In words, you can promise anything.

Usually 50 to 50 cases come with and without a contract. Half of the customers themselves do not want to work under the contract.

Where do we communicate?

To whom it is more convenient, I prefer personal correspondence on Vkontakte or a conference in the same place for prompt resolution of issues and turnover. Communicate yourself or give to a trusted person.

Terms of creating an advertising campaign

A test advertising campaign within the normal range is created by a targetologist from 3 to 7 working days. And it is conducted from 7 to 14 working days. In it, a person will have the opportunity to test the main primary hypotheses, make the first adjustments, draw the results and draw conclusions.

Reporting

Agree on its form and frequency on the banks. There are many specialists, even more options. I recommend the format - 1 time in 2 weeks. If you are given unloading reports from the advertising account - this is a bad call. Without decoding - this is a filkin's letter.

You are not your audience

Don't judge creatives by yourself. Correct only factual errors in the targetologist's advertising.

One day, a business owner told me: “Denis, I don’t click on this ad and I won’t ask which of my aunt clients - no one clicks, so there is no Vkontakte for my audience.”

Whether to check the work of a targetologist?

Do you pay a targetologist for work? Let him be him and do whatever he sees fit. Freedom and personal responsibility work here better than constant checks. In any case, you will not understand anything in advertising campaigns. In the worst case, change the artist. It's not scary.

You can rate only text and graphics. You will climb and moderate each creative manually, only beginners will work with you, and even those will run away.

The audience and Vkontakte will evaluate the ads.

And only commercial results or their absence will give a real assessment of what is happening.

Specialists can't handle any project

There are a lot of problematic factors, from the non-competitiveness of the offer on the market, to incorrectly selected audiences, hypotheses and settings by a specialist. If everything is fine with the offer, but advertising does not enter in any way, you need to understand the reasons deeper.

I treat these inconsistencies calmly, as part of the workflow. Can't cope? Tries more. It didn't work, another one came.

Or they returned to the stage of finalizing their business to the realities of social networks. In the case of a complex niche, it would be good to start looking for those who already have results in it. There is a higher chance of success.

Taking results from work

This is done differently in different projects. It is much easier to count incoming orders when you sell one product and it is more difficult to estimate indirect growth, in the form of pent-up demand, that have joined the group.

From this, you must initially decide with the targetologist what will be the benchmarks for the effectiveness of the first and next months, so as not to be disappointed in vain.

Calculate return on advertising investment

There are two main formulas for calculating ROI. The first is general, it is quite simple and looks like this:

ROI=(Investment income - investment size) / Investment size *100%

For investors, the formula is clear: subtract the amount of investment from the total income, getting the final profit, and divide the result by the amount of investment. Multiply by 100 to get the result as a percentage. The value can be either positive or negative.

But many are more interested in how to calculate ROI in marketing. For an advertising campaign, the same formula is used in the same way. We subtract the cost of the advertising campaign from the profit from sales of the product sold with the help of an advertising campaign and divide by it.

Without this assessment of the work, you will have to focus on the peephole.

Providing information and access

This should be done promptly and better without unnecessary formalities, if you start working. Required information means needed. The admin panel in the community is required to create advertising, information and content - to design an advertising campaign.

As a result, he will ask: “How are the applications, monsieur?”. And in response to him: “Well, there are some applications”, “Yes, something is not thick lately” - this is a mutual omission.

Whose advertising cabinet should be?

The question is debatable. I have changed my mind about this several times over the years.

It is in your interests to have leverage in the form of having the results of the work of a targetologist in your property.

It is in his interest to protect his intellectual property and also to have his leverage. Many of the good specialists will refuse to work not in their office.

Definitely all moments are regulated only by the contract.

How to start an advertising budget Vkontakte

Individuals

For legal entities

Vkontakte (unlike Facebook) provides closing documents to legal entities. The same can be done by large agencies that have a separate office.

We get the bonus of the Vkontakte agency office without an agency

There is a small but very useful feature that saves money when paying for targeted advertising.
If the targetologist is ready to work in your office, this is a good way to reduce costs.

It works like this: GetUniq is a Vkontakte partner and an advertising agency. Vkontakte gives advertising agencies a 15-25% bonus to account replenishment. The service earns on the difference from these percentages. Everything is simple. By the way, there are not only Vkontakte offices, but also Yandex direct and much more.

There is another passing nuance. Their account can be replenished, both for a legal entity and an individual, which is good, but replenishment from a legal entity should be from 100 thousand rubles. at a time.

In conclusion, I want to say that targeted advertising on Vkontakte is a powerful tool that goes well with businesses of any level and almost all niches. Make up your mind.

Ask questions on the topic in the comments, we will discuss.