What is VKontakte targeting. Targeted advertising Vkontakte: setting (42 screenshots). Ways to highlight the target audience
Below you will learn everything about how to properly set up targeted advertising in VK. The algorithm will be considered in full - we will begin to analyze the target audience and finish with the launch advertising campaign.
Target audience analysis
The main task is to find out to whom to offer the product according to the main parameters:
- age
- gender;
- income
- social status, etc.
You can also use the character method.
You need to answer yourself and a number of questions that will help to draw up a portrait of the target audience. Let's get started:
- When can a client use your services?
If there is no understanding of where to aim, then with the help of this question you can find your target audience. Let's take sports supplements as an example. When are they bought? Could advise a nutritionist or trainer. Others saw shares in sports shops. Still others go on a diet, but at the same time they want to sometimes allow themselves low-calorie sweets. The more options, the better.
- What hobbies of the client will help him become interested in the service?
Find overlapping interests - GYM's, swimming pools, work that requires staying in shape. So you will understand where your target audience is. It is recommended to use parsers. For example, Cerebro Target and Target Hunter are suitable.
- What product do your customers need?
Thanks to this question, you will be able to find your competitors.
- What else is the client interested in?
If a person has previously been looking for home exercise equipment, clothes for training, then he will most likely take a sports drink.
- What should a person have to become your client.
If we talk about the above example, then a person should have a positive attitude towards sports nutrition.
- What problem can your product solve?
For example:
- Adjust your diet.
- Lose weight.
- Make healthy sleep.
- Does your client look up to someone?
In this case, it can be famous people from fitness.
Transfer the answers to your questions for clarity in MindMap. Example:
Test the received segments in without fail. Find out if all customers like your product. Will every person who runs in the morning eat low-calorie food. Most likely no.
You can also order SMM settings from a specialist and not delve into all these tricks.
Parsing the target audience
Now we need to do audience parsing. Cerebro Target is the most popular service for working with VKontakte advertising. He can:
- highlight active users;
- search for similar audiences;
- look for people who interacted with certain posts;
- find thematic communities, etc.
You can also use Target Hunter. Both services are functionally similar.
You don't need all the people, you just need a certain audience. You can narrow it down by:
- geography;
- social features;
- interests;
- work and education;
- various additional options.
VKontakte targeting can analyze user profiles and show where these people are most often.
Setting up targeted advertising on Vkontakte
Click on this button:
- Decide what you will promote: public posts, some website, application or public. Choose the right ad format:
- Make an announcement:
- Set up the target audience according to certain parameters:
- Specify the payment methods and the price you will pay for the transitions:
The cost is based on:
- target settings;
- the number of ads that target the right users;
- ad price.
When paying for impressions, the auction principle will work: than more money the more people will notice the ad. You pay for each individual ad impression.
- Next, you need to name the company and click on the “Create ad” button.
- Replenish the budget - for 1 ad at least 10 rubles.
- Wait for the ad to be moderated.
It is forbidden to advertise tobacco, alcohol and drugs, politics, gambling, etc. look help VKontakte to learn more about the rules.
When moderation passes, the impressions will start automatically. You can see the statistics:
If the ad is rejected, they will definitely indicate what is recommended to be corrected:
If necessary, you can change:
- the cost of 1000 impressions / transitions;
- decor;
- settings.
Choose a format
Advertising carousel
Then select the public from which you are creating the entry:
You need to write the text without links and create up to 10 cards. In each it is allowed to add:
- title up to 25 characters;
- illustration;
- link to go;
- price;
- button.
Using this format, you can promote products from online stores or a line of a particular brand.
Universal notation
You need to select the community in the same way, and then add text and content:
In this format they are moving forward:
- advertising posts;
- posts on the wall of the public.
Recording with a button
Similarly, select a community and write no more than 220 characters of text:
In the snippet, you can upload an illustration and make a different title. There are also several options for the button:
- to another site
- to the community;
- to the application;
- phone number dialing.
Button+Video
Instead of an illustration in this format, you can add a video:
It helps:
- view browsing statistics;
- set up different targeting;
- adjust to a certain internet speed.
Promotional post with an active link to the portal
Now with its help you can attract target audience to the site:
Advertising on the portal pages
Each object has its own format:
“Text and image” includes a title, object type, picture and text with a description:
In the “Big Image” everything is the same, except for the description:
In “Community Promotion” there is a name of the public, the number of participants or friends, a logo and several possible buttons:
“Square Images” contains a name, number of friends or members, a logo and two button options:
This format has a square cover in certain sizes, a title, a game rating, and a genre.
Which format is suitable for a start-up or small business
Specialists in traffic and setting up targeted advertising on VKontakte - recommends looking at the budget and the number of the segment.
Suppose you have many different target audiences, but the budget is 5000 rubles. Then you should start with teasers. You can create multiple variations of ads.
After that, the campaign can be scaled up - launch promo posts for certain effective segments. The sample should be increased to at least 50,000.
Launching a test campaign in VK
SMM specialists advise testing all audiences at the same time if the budget allows. 100 rubles - the minimum amount for each ad. Moreover:
- once every 60 minutes you need to adjust the rate;
- Disable ads with CTRs below 0.7 when they hit 1,000 impressions.
- further conclusions can be drawn upon reaching the bar of 5,000 impressions.
Before disabling ads, look at Yandex.Metrica. Sometimes it happens that low-converting ads suddenly start selling.
We create creatives for advertising on Vkontakte
The first situation - you are selling products that are understandable to the client. He can choose from several brands. To increase clickability
- you need to focus on the price if the product costs less than others:
- if the product is expensive, then show the main advantages;
- for consumer goods, use the words “Do you want?” or “Finished?”:
If these methods do not work, then there are two more effective options.
association method
Suitable if the product is sold in a complex niche, it has a narrow audience and a special theme. An example is the CrossFit blog.
The keywords will look like this:
- endurance;
- force;
- horizontal bar, etc.
You can use Yandex Wordstat to select associations. Then you know what your target audience is looking for.
Audience pain as an advantage
It helps when competition is high, and the product is massive.
First, write down all the possible “pains” of your client. Suppose he fears that the goods will be damaged during shipment. Or it won't come at all. Ideally, there should be up to 50 such “pains”.
After that, the client's fears need to be covered with benefits. For example, tell the person about reliable packaging if he is afraid that the goods will be broken during shipment.
Prohibited Methods
VK cannot:
- use inappropriate or intimidating imagery;
- advertise drugs, tobacco or alcohol;
- refer to age, persuade or address by name.
Two facts. First: VKontakte is the most popular social network in Runet. Secondly, there are a lot of anti-cases on the Internet about VKontakte advertising - about how ineffective it is.
A simple conclusion suggests itself: not everyone can competently set up a targeted campaign from scratch. In this post, I tried to reveal all the nuances and features of the VKontakte advertising account, so that even a beginner can set up effective targeting.
If you want to save time on targeting and quickly recoup your investment in advertising, order advertising from specialists:
Decide on the target audience
Take the relevant data from Yandex.Metrica or Google Analytics (Audience tab in the left menu). If there is no information about the target audience, you need to build a hypothesis about who your potential buyer might be.
When you have decided on the target audience, select the options for placing ads. Will you advertise your VKontakte community, or attract users to the site to make a conversion.
Next, form the overall budget for the advertising campaign. Also, be sure to set a test budget, as you cannot launch a campaign without a test. First you need to check the audiences, banners and all settings. Remember that testing takes at least 2-3 days.
How to calculate the budget?
To calculate, you need to know the formulas and indicators that are used in targeted advertising:
- CPC - pay per click;
- CTR - click through rate, defined as the ratio of the number of clicks to the number of impressions, measured as a percentage;
- CPM - payment for impressions (VKontakte pays for 1000 impressions);
- CR is the conversion rate.
Two formulas can be used to calculate the budget, depending on what type of payment you will be using:
- Budget = Cost Per 1000 Impressions (CPM) / 1000 x Impressions.
- Budget = cost per click (CPC) x number of clicks.
Where can I get the necessary CTR to calculate? If this is your first campaign, use the average value for VKontakte (0.03% for teasers, slightly higher for the feed). In the future, take the arithmetic average of the campaigns carried out.
You can also use these formulas for calculations:
- Impressions = Clicks / CTR.
- CTR = clicks / impressions.
- Clicks = Impressions x CTR.
- Cost per 1000 impressions (CPM) = budget / number of impressions x 1000.
- Cost per click (CPC) = budget / number of clicks.
- CR (conversion rate) = number of conversions / number of clicks.
Consider an example:
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. More often famous companies, owners big businesses, online stores and just private entrepreneurs create pages and communities on the network 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, image, and 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. Cases ( real examples) let's look at it 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.
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 electoral nature is their common feature, these types of promotion of goods and sites function differently.
Firstly, the choice of Vkontakte users occurs according to a different scheme. Contextual ads link to the user's last queries in 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;
- alcohol promotion, tobacco products and goods for adults;
- 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 full list 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 announcement from there mall in my city.
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 cheap 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's better to choose 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.
Hello, dear readers of the blog site. In the article "", we considered a number of options for attracting interested visitors (buyers) to our resource.
It is clear that without this, any project becomes meaningless, so everyone is trying to use these available funds to the maximum. We have already begun to talk in detail about, as well as about. In fact, these are wonderful tools that, with the right approach, can provide you with a good start.
But to complete the picture, it will still be necessary to use social networks. They often open up completely new horizons and allow you to reach the audience interested in your products, which cannot be covered by traditional means. We have already started talking about and. However, the largest and most popular in Runet remained not covered by our attention.
What is Vkontakte targeting?
Many mistakenly consider the audience of the social network Vkontakte to be poorly convertible, because there, allegedly, mainly. Actually, yes, there is indeed a higher percentage of shkolota on Vkontakte than on Facebook, because there are many free goodies. But this does not mean at all that there is no solvent audience there - it is simply more blurred than in such social networks as Facebook, Google Plus or Linkedin.
However, the advertising targeting methods available on Vkontakte (setting only to the audience you need) and the relatively recent retargeting easily allow you to weed out network users who are not targeted for your offer. Let me explain a little about retargeting. It, in fact, makes it possible to show ads in Contact to users already familiar to you, whom you upload to your advertising account using a list of Email addresses, or phones, or IDs, or by collecting information about them on your site by setting a special code .
After the advent of retargeting in the settings of the Vkontakte advertising account, many even stopped using regular targeting. Moreover, how and where you collected a list of these Emails, phones or IDs is not important, but looking ahead I will say that for this purpose you can use scripts, online services and even applications for Contact. Everything works great, and you don't even need to. A little lower I will give examples of using retargeting, which will maximize the conversion of traffic from Contact and reduce the cost of an advertising campaign.
Actually, for those who do not know, blocks with targeted ads are displayed in the left column on the Contact pages (usually the ad consists of a title and an image, and in some cases a description may also be added to them):
Under them there is a button "All Ads", by clicking on which you can view the entire range of advertising topics that are offered to you. In theory, all of them should correspond to your interests and aspirations, but in practice this is far from always the case. In this and subsequent articles, we will just deal with minimizing the display of our ads to users who are not interested in them, as well as making them as interesting as possible for them in order to increase their click-through rate (CTR).
CTR (the ratio of views to the number of clicks multiplied by one hundred percent) in targeted advertising, as well as in contextual advertising, is used to evaluate the effectiveness of ads, and the higher it is, the less you will pay per click. Although, on Vkontakte you can choose between two types of payment:
- Per clicks
- For impressions
To understand which payment method will be the most profitable for you, you need to conduct experiments (test an advertising campaign with a modest budget - at least 100 rubles), by the way, in ninety percent of cases it will be more profitable to use the “per impressions” payment option, and only when trying to reach a huge according to the size of the audience, pay-per-clicks may be preferable. Below we will talk about this in a little more detail.
The “Per impressions” option will give you a lot of traffic for relatively small amounts, but with the proper skill. In the “Per clicks” option, it is quite difficult to achieve a low cost per click (you need a good CPA of ads), and it will be difficult to get a large number of clicks with this approach. Therefore, it is easier and, in most cases, it is cheaper to use the Vkontakte advertising option when paying for "Per impressions".
Let's quickly go over how to get yourself an advertising account on Vkontakte (by default, it is not active for you) and start creating an ad. Well, along the way, we'll talk about what you should pay attention to. Special attention, and what you can not bother with, because it does not greatly affect the success of an advertising campaign. So, at the bottom of any Contact page, you will find a button "Advertising". By clicking on it, you will be taken to the page for choosing which tool you want to use:
Here, by the way, the second sentence “Promotional posts in communities” is interesting. The fact is that Vkontakte could always be used for advertising purposes in two ways: either set up targeting in your official advertising account, or look for popular publics that suit your topics and offer their owners to publish yours. advertising post. In the latter case, Contact remained, as it were, out of business, which is why they stirred up such a thing (essentially, an exchange for placing records in public).
But we will talk about it later, because today we are only interested in targeted advertising and retargeting in particular. So we click on the button "Targeted Ads". In the window that opens, you will be briefly introduced to the features of the target, after which you just have to click on the "Create ad" button. A form will open with a lot of different fields (we'll talk about them a little later).
You can fill them out at random for now to create a test ad. Together with him will be created and your advertising account Vkontakte. After that, the "Advertising" tab will appear in your left menu, by which you can quickly enter this very office.
What is the difference between targeted advertising Vkontakte?
We will return to creating an ad, but for now I want to explain to you, How is targeted advertising different? from media or contextual advertising, and what is its feature.
- In the case of using media advertising (banners, etc.), you pay for showing the ad to an audience that may include your target users. Their percentage, as a rule, will be very different from a hundred (much like a not very strong hit of television advertising in the audience). In this regard, targeting is much more selective. By fine-tuning, you can ensure that you pay only for the users you need (targeted and motivated, who are potentially interested in your offer).
- In the case of using contextual advertising, it is linked to search queries entered by the user in the search line (advertising in the issue), or linked to his recent interests (again, determined by previously entered queries) or to the content of the page on which the ad is shown (advertising on websites). partners). Targeted advertising is tied to data that the system (in our case, Vkontakte) knows about the user - his geographical location, socio-demographic position, interests, and much more.
But this is not the main thing. Main the difference between contextual advertising and targeted advertising lies in the degree of readiness of a potential client to buy - whether he is ready to buy initially or you should encourage him to do so.
- IN contextual advertising there are mainly so-called "warm clients". They enter the search, already having the goal of buying something (albeit not on the first site they come across, but in general), enter their request, conduct quality and price studies, and then get from advertising to your site and become your customers .
- (they came to Vkontakte in no case to buy, but to communicate), i.e. We show ads to users in order to arouse their interest. Then they need to be "warmed up".
- For this purpose, they are used, in the case of goods that are not very expensive (when it is quite simple for a visitor to make a purchase decision). Such sales can be compared to trade in transport, when passengers decide to quickly buy only not very expensive goods. With regard to Contact, in the category spontaneous purchases you can include everything that costs less than a couple of thousand rubles (clothing can be somewhat out of this price category).
- Or you can send potential customers to the Contact communities (), in the case of expensive or complex goods (services), when people need time to think. In the second case, you "process" visitors in the community, turning "cold" customers into "warm" ones. These are the so-called "long purchases" (expensive goods, complex services, events, etc.) that require reflection. It is in the community that you explain to him the importance of your offer, its features, uniqueness, merits, so that he is convinced of the need this purchase. It will not be difficult for him to join the community (if this topic is at least somehow interesting to him), after which he will start receiving your newsletter. It is possible that the process of "warming" (maturation) of users may take weeks or even months, but with the proper approach, everything will work out.
Where to send customers from advertising - to the site or to the community?
Once again we will fix - when to send the user from Vkontakte advertising to an external site, and when to the community?
- If the advertised product costs less than 2000 rubles. In this case, it makes sense to lead the client to a landing (or one-pager)
- If there is enough information on the landing page itself to persuade the client to buy (read about)
- If the user does not need to pay - games, promo sites, etc.
- If you have a large online store, or famous brand. In this case, your need, most likely, will not be limited to one purchase - you need constant sales. In the community, you post interesting content that you dilute with selling posts about new products, offers or promotions. It will be much more convenient, far-sighted and practical.
- If you have a local business (for example, a restaurant, fitness club or cafe). A person joins a community where you can communicate with him, find out his opinion about your service, read his reviews and try to take them into account. Well, of course, with a good community, this client can become a permanent one for you.
- If you are selling complex or expensive products or services. In this case, with the help of the community, you will be able to explain to the user why this product costs so much money, why it is good and what is its advantage over competitors.
For whom is targeting suitable (advertising in VKontakte)?
- If you have an offer suitable for a wide range of users (consumer goods). Things that are of interest to many. The wider your potential target audience, the better it will go on social media.
- If you have your own thematic community on Vkontakte, then targeting can be a very good way to attract users and subscribers to it.
- If you have an online store, then through social networks it is quite possible to successfully build sales. Vkontakte will give you new customers, new sales and additional profit compared to all other ways to attract customers.
- Games go well through targeting and mobile applications, because it is very easy to set up ads for those who have mobile devices, or those who play in social networks.
- Cafes, restaurants, fitness, clubs and other local businesses almost always have their own representation in social networks, and attracting visitors from there using targeting would be a logical continuation of cooperation.
- If you want to attract users to some events, concerts, parties and other events that are aimed at a wide audience, then Vkontakte is perfect for you.
- Also in social networks, you can perfectly advertise various information products, seminars, conferences, coaching, etc. things.
- To summarize, we can say that Vkontakte advertising works well for a customer-oriented business (and not a business for business).
For whom is Vkontakte advertising not suitable?
There are a number of service industries and businesses that are enough expensive and not very effective to promote using targeting in Vkontakte(context in this case may be preferable). Basically, the problem lies in the difficulty of selecting the right audience, although with the advent of retargeting (we will talk about it in great detail in subsequent articles), this problem has become quite solvable in some cases. The second problem is that most often people on social networks are not interested in these topics.
- Go hard complex highly specialized services(data protection, alarm systems, etc.), which are incomprehensible to most Vkontakte users. It will be quite difficult to find the target audience who will be interested in it. The more complex the service, the more difficult it is to find an audience on the social network. Although, again, with the advent of retargeting, it has become possible to allocate an audience for highly specialized offers, but some difficulties still remain.
- Difficult to promote by targeting medical services , because there are a lot of nuances for each of their types, primarily related to the passage of moderation (you need to collect and send information about your activities and coordinate such announcements in every possible way). In addition, the cost of attracting a client may be higher than in the context, which is not good. Secondly, it is again difficult to target (select) the target audience, although you can focus on some thematic medical communities. But then again, the users of these communities are already "addicted" to the services of that medical center, which this community has created and maintains. There must be a good reason for users to change benchmarks (for example, if your offer will have a significantly lower price). Services in cosmetology medicine (plastic, etc.) are moving a little better, because this is more interesting to the people.
- Quite often they try to promote with targeting real estate, but this is far from always effective, because it is incredibly difficult to find a buyer for an apartment using targeted advertising on Vkontakte. You will need to reach a huge audience to get a chance at at least one sale. Moreover, nothing special can be done except for setting up for megacities and solvent age. A more promising method for selling real estate would be to create a thematic community or conduct seminars (for example, about mortgages, or how to buy an apartment), but this will require a lot of work and add work to you. Things are better with the delivery and rental of apartments through targeting.
It is very difficult to promote Vkontakte (perhaps with the exception of Internet marketing). Those. targeting is not very suitable for B2B outside the Internet (sales of building materials, video surveillance systems, office supplies and everything else that is configured to work with a business that is not related to the Internet).
First, it is difficult to target suppliers for the right business, and even if it hits the right network user, it’s not a fact that he wants to change the supplier he already has. Secondly, suppliers are also people and they go to Contact to take a break from work, and not continue to do it. If he needs your service, he will go to Yandex or Google and find everything there. Internet marketers actually work in the social network, so landing pages, etc. You can advertise things on Vkontakte with success.
The above facts in no way beg the merits of any of the above methods of advertising, they simply illustrate their significant differences. The social network Vkontakte, due to its specificity, aggregates a huge layer of knowledge about the users who are registered and communicate in it. It is thanks to this that, with the proper skill, it is possible only for those network users who, a priori, will be interested in it. Well, with the advent of the possibility of using retargeting, the accuracy of targeting the user has become even higher.
- In VKontakte, goods and services worth up to five to six thousand rubles are sold well. Everything that is more expensive can be tried, but the probability effective sales The audience of this social network is already declining.
- In addition, it is worth saying that it is best to sell consumer goods here. With the advent of retargeting, advertising of highly specialized offers has also become quite possible and effective, but it’s easier to sell consumer goods.
- If a product, service or brand has a community of fans on Vkontakte, then this will be a great help, because targeting by groups works best.
- As a rule, it is better to direct the flow of visitors attracted from targeted advertising to an external site (or your site) than to a group or public in the social network itself. But again, you need to experiment.
- The prices for advertising on Vkontakte are somewhat higher than on Vkontakte, but here you can very quickly (with the right approach) get a decent flow of interested visitors, which will result in dozens of orders for inexpensive goods per day. There is an example when the owner of an online store spends two hundred thousand rubles a month on targeted advertising and is very pleased with the margin extracted from this business.
Ad moderation and basic advertising campaign parameters
In addition, you should know that (for example, alcohol, tobacco and other filth). Well, everything else that is prohibited by Russian law. Actually, all your ads will be moderated and forbidden topics will not be missed, but if you are contracting for someone to attract traffic from Vkontakte, then check out
