home Sample documents How to advertise in the VKontakte community. Targeted advertising on VKontakte, how to use it effectively and what it is best suited for

How to advertise in the VKontakte community. Targeted advertising on VKontakte, how to use it effectively and what it is best suited for

Advertising in social network VKontakte, done correctly, works no less effectively than advertising in the media. It’s worth noting right away that any VKontakte advertising is effective thanks to the right approach. Naturally, users who invest their money in advertising do not want to waste it and get the maximum return. Therefore, let’s consider what exactly will bring maximum benefit and features.

In fact, on the social network VKontakte, advertising is made popular by 14 million active users every month. That is why, with a competent approach, you will get the maximum result from targeted advertising. At the same time, spending the minimum amount from your budget.

Thus, targeted advertising on VKontakte is aimed as accurately as possible at a potential client. This method also allows you to save money due to the fact that the targeting is aimed only at those users who will be interested in the advertising offer.

3 secrets of the most effective advertising in VK

Make no mistake when choosing your target audience (TA)

If you make a mistake with the choice of your target audience, then consider that you have wasted your invested money. For example, your main clients are in the age category from 30 to 40, and you decided to simply expand the circle by setting the bar from 20 to forty. In this case, you will not get more clients, but on the contrary, you will reduce the effectiveness of the advertisement. It will not be viewed by the people you need, because there are more people from 20 to 30 years old on VKontakte.

It is also worth reminding about show times. Showing at night or in the morning is useless, even if it gets you clicks. It is best to choose daytime. VKontakte ads shown on weekends, Saturday, and Sunday work great.

Test

Show a fresh new ad with a small limit. To understand whether it works, set a limit of only 100 rubles. In addition, always set limits on spending funds.

Another great trick is to create two or even three different ads that will target the same target audience. They should not compete with each other, let them be similar, on the same topic, in other words. This technique allows you to get more clicks.

In the ad text itself, you can try to communicate only to women or only to men, it all depends on your service or product on VKontakte.

Try to change your ads regularly. The volume of advertising on VKontakte is quite large, so it is optimal to do this 2 times a week. And changing means creating new ones, not editing old ones.

Creativity and geolocation

If you are selling something, target users who are in the same area. This way you will not only increase demand, but also inspire confidence in yourself.

Always experiment. The audience will be drawn to you if you manage to surprise them. Very often, cute kittens and the like do not work in the graphic part of the ad. This is just boring. Classic or simply dark graphics often brought great results. Of course, this depends on the topic of your ad. Everything must fit together, otherwise they simply won’t understand you, and misunderstanding, in turn, often pushes you away.

You can also select the “Advertising” section in the left menu. A page opens before us with four types for launching advertising. If you don't have it yet advertising account, then for the first setup you can select any type and register by filling out all the necessary data by clicking on the “Next” button.

After creating an advertising account in VK, we move on to choosing the format of the future ad and its subsequent configuration. To do this, click on the “Create ad” button. In the window that opens, we need to select the type of advertising based on what we will promote.

The main goal of the course is to help in promotion, so the main focus will be on advertising in contact to get traffic to your site. To do this, you can place an advertisement on VKontakte in three ways:

We use the second promotion method to advertise an external site directly. Select as shown in the image below:

Let's enter the address of our website. Click “Continue”.

Let's go down to creating the advertisement itself and customizing its appearance. This important point: To be successful, you need an ad with a high CTR. These advertisements will be displayed under the left menu on each VKontakte user page.

Let's create a service announcement to show you the basics.

Creating an ad for VKontakte advertising

1. Ad format: select “Image and text”. Both the first type of ad and the second will both be shown under the left menu. However, headline ads are more effective.

2. Heading: Let's write an attractive title for our future ad.

Select an image file with a minimum size of 145 by 85 pixels. If we had chosen the second ad type to advertise on an external site, we would have been able to add an image ranging in size from 145 by 165 pixels. Choose the image that is as clear and eye-catching as possible. Once downloaded, you will have the option to select a specific area on it as shown below:

3. Subject of the ad. Not a particularly important point in this case.

4. Age marking. By default, we don’t select it, but sometimes, when moderating an ad, you may be asked to specify an age limit for display.

Setting up who to show the ad to

1. Geography. We indicate the country and city where the ad is displayed. Add exceptions if necessary.

2. Demography. Important point, please indicate the required values.

3. Age. We also indicate depending on the audience. This item is required to be completed if payment is made for impressions and not for clicks on the ad.

4. Birthday. Effective method offer the purchase of your products at a promotion to future birthday people.

5. Family status. You can indicate if you have a good enough idea of the portrait of your consumer.

6.Interests. This point can be skipped, since in the future we will not rely on the correctness of filling out VKontakte profiles and its algorithms.

7. Communities. We choose those in which, in your opinion, the target audience for the advertised product or service is concentrated. For example, let’s choose the “VKontakte for Business” community. The approximate number of audiences to which the ad will be shown is immediately displayed at the top right:

You can specify multiple communities. The more you choose, the larger the final audience will be: all items are indicated with the “and” condition, but within each of them the “or” condition applies. How to choose the right communities, cut off groups with a large number of bots, and look for exactly those in which your target audience lives - you can study in detail in our article “”.

8. With the exception of. By analogy, you can indicate those communities whose audience should not see your ads.

9. Education and work. Not required unless you're trying to target people with a specific profession.

We indicate the maximum cost per click or 1000 impressions

We are faced with a choice: "". We pay for conversions when we have a large target audience; It is advisable to pay for impressions if there is a narrow target audience. This tactic will help you save your budget and get the traffic you are looking for to your site.

When choosing a value for paying for conversions, indicate the maximum cost per click that you are willing to pay. It is worth paying special attention to the numbers on the right in the corner:

If you choose a value from the recommended price range, you will get 100% coverage, or as close to one hundred percent as possible. For our clients, we recommend starting with a price 2-3 times less than indicated in the “Recommended price” field. The rate is then adjusted depending on the number of clicks. We also work with the ad type itself: images and headline calls are tested.

When paying for impressions for a narrow, selected audience, you can set the minimum possible cost, even if it is 1 ruble. In any case, your ad will be shown to the target audience. When choosing a payment method, it is important to devote enough time to testing advertisements in order to optimize the ratio of costs and targeted traffic to the site as much as possible. The more clicks your ad can generate, the more profitable your ad can be in using pay-per-impression advertising.

In our course, we will use the pay-per-impression setup more often, creating and testing different ads. You can choose the type of payment at your discretion and in accordance with your existing strategy.

In both cases, when setting up, be sure to check the box for “Limit the number of impressions to 100 per person” in order to cover as much as possible most selected target audience. This is especially true for long-lasting advertisements.

Let's get back to the settings. We set the price to one ruble when paying for impressions, select the “Limit to 100 impressions per person” checkbox and title our advertising campaign and click on the “Create ad” button:

Ready! You have just made your first advertising campaign for VKontakte. To see exactly what an ad will look like on a user’s page, click on the “View an example of an ad on a page” button.

We check our entire ad and if you are completely satisfied with it, we send it for moderation:

Check your personal account balance: to start advertising campaign You must have 100 rubles for each ad.

In the next series of articles you can find out more detailed setup advertising on VKontakte: how to create different ad formats and test them in the future, how to set them up and much more.

We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

Let us immediately denote that universal solution there is no way to advertise a group on VK. A good result can only be achieved through systematic, systematic and high-quality work.

Basics

Before moving on to advertising the VKontakte group, let’s establish the basic truths about the creation of the groups themselves. First of all, you need to be sure that the chosen topic/idea of the project is truly relevant and interesting. There is a pattern: the more interesting the topic, the faster the group’s audience grows.

Most likely, there are already groups on the Internet whose concept is similar to yours. Your task: refine the idea, make it wider/narrower, look from the other side, add zest and bells and whistles that your competitors don’t have. The group should help users solve an existing problem (having an interesting pastime, obtaining information about a product/service, communicating with like-minded people, etc.).

We've decided on the profile, now we're choosing a name. There are 2 options: positioning by service/product and by activity. That is, the name should reflect the main area of activity: “Window installation in Moscow”, “Laptop repair in St. Petersburg”, “Wedding limousines in Tomsk”. If there is a ready-made recognizable brand with an impressive number of clients, we simply call the group the same as the company.

Please note that the social network VKontakte is well indexed by search engines, provided that the name is correctly composed. That is, if you make a name in accordance with the most relevant search queries, this will ensure an impressive influx of search users. To create an attractive name, the Yandex tool Wordstat will help.

And last on our list, but far from least important, is content. 3 criteria for quality content: relevance, uniqueness, virality. After reading the material, you should have a desire to repost. If the user finds the information useful, he shares it on his page and it becomes visible to his friends, which provides an additional influx of subscribers to the group. The number of reposts and likes are the best indicators of content quality. If there are few of them, it is necessary to change the direction and/or topic.

How to advertise a group in contact: effective ways

As you know, Russian people are terrible at improvisation; various limits and restrictions are a challenge for us. Therefore, there is a workaround for this mechanism: we buy fake pages and add people as friends who meet the criteria of the target audience (TA) of the group. Next, we send them an invitation to join the group. In this case, the user receives an invitation from a friend, which increases the level of trust.

It is logical that, due to the existing limitation, you will need not just 1-2 pages, but dozens and even hundreds. Services and programs will help with this, for example, SmmLaba. Price: 350 rubles for the purchase of pages (50 pieces for 7 rubles) + 1500 rubles for the purchase of a proxy for each fake (50 pieces for 30 rubles) + 700 rubles/month for the software.

Targeted advertising. These are those annoying messages that appear on the side and in the news feed. Understanding the intricacies of targeted advertising is an independent science. Let us describe only the essence of this advertising for VK public pages: advertising posts and offers are displayed only to the target audience, which you can specify by gender, age, interests, and place of residence. Looking for young mothers aged 25 to 30 living in the Moscow region? The system itself will find them and show you your offer, which they cannot refuse. To independently set up targeted advertising, the Getuniq service will be useful.

Texts for advertising a group on VK: standard templates

The most common is direct advertising. Posts like this drive home the proposal head-on. The effectiveness of the message in this case directly depends on the art, talent and level of professionalism of the copywriter. There is only one rule here: the text should be as selling as possible and minimal in size.

Direct advertising is effective both for increasing the group’s audience and for sales. You need to list the advantages of the product/service, convince the subscriber of the need to purchase, interest and attract them to the group/website, etc.

An example of an advertisement for a group on VK: “The object of desire for fashionistas from all over the world.” favorable price! UGG boots from UGG for only 4,000 rubles! Group subscribers receive an additional 10% discount. Hurry! The promotion is valid for a limited time: from May 1 to June 1, 2018.” An advertising post provides room for imagination, don’t be afraid to experiment.

If you are trying to increase the number of subscribers, your post should describe the benefits of joining the group. The group must be clearly positioned according to interests, then people will join more willingly.

For example: “Developing Logic” - these are new logic problems every day, these are lively debates and discussions, these are effective methods and techniques for developing intelligence, these are interviews with experts in the field and much more.”

The second type of post is a post with a cliff. The point is what you post interesting text, or rather its beginning. And to read the continuation, the user must follow the link to the group.

The full version of the text is displayed in a group, above the wall, so that every visitor sees it first. If you don't pin the text, you can't avoid the sea negative reviews and comments, and this will not increase subscribers. When used correctly, a “torn” post can gain thousands of new subscribers. According to statistics, if the content is really interesting + the post is posted in a high-quality thematic community (with a real, not fake audience), every fifth visitor will remain in the group and subscribe.

And the last type is a wiki post. These are thoughtful, informative posts, formatted as Wikipedia articles. The better and more relevant the material provided in the Vivic post, the more users will join the group. For highly specialized professional groups, this is just the thing.

How to set up advertising on VK for a group

Specialized services will help with this:

http://oliveaclub.ru/. Here you can keep track of advertising campaigns and manage them, monitor the number of new subscribers from advertising, the number of clicks from a post, etc.
http://allsocial.ru/. The service itself searches for optimal communities for posting advertising posts and monitors group statistics.
http://borgi.ru/. It also looks for groups to place advertisements, analyzes competing groups, and monitors trends in partner programs.

Let's take a closer look at how to set up targeting. First of all, open the VK market platform and create a profile here. To create an ad, open the “Targeting” section and select its type: “Community”, enter the name of our group, as shown in the figure: Finally, we determine how we will pay for advertising: for clicks or for impressions. And click “create ad”. That's it, targeting has started.

Advertising a group on VK: the cost you will have to pay

We figured out how to advertise a VKontakte group. Now let's talk about how much it will cost. Again, there is no universal figure or pricing scale. Price advertising company groups can be up to 1000 -2000 rubles, and may exceed 20,000 rubles. The most important thing is to actually start doing something.

If you attract 10,000 subscribers, then it will be much easier, since the mechanism has already been launched. Bring your audience to 20 thousand, then 30 thousand, 40 thousand. And don’t slow down, continue promotion, the cost will be lower and the effect will be greater. But you already need to come up with original posts and unique offers, something new and original.

Let's look at the approximate prices of the main types of advertising:

The price of targeted advertising depends on the clickability of the ad being served and the competition for the specified target audience. On average, 1 click in Moscow and St. Petersburg costs 25-30 rubles, 1 click costs 5 rubles. An adult subscriber costs from 10 rubles. In the Russian Federation and from 25 rubles. in St. Petersburg and Moscow.
An advertising post in the community costs between 500-3500 rubles/day, depending on the audience.
The price of an expert opinion post is as agreed, even barter for a product/service is possible.

So, how to advertise a VK group? The answer is simple: it varies. Try all methods, conduct analytics and track which method gave results and what you need to abandon. Only A complex approach and comprehensive coverage will produce results.

Thank you subscribers and creative inspiration!

Today, to place an advertisement, it is not at all necessary to contact a print publication and pay money for publication, because you just need to use a social network. In this article, you will learn how to place an ad and make your ad as effective as possible.

What is "In Contact"?

The VKontakte social network was created 9 years ago to communicate and find old friends and acquaintances. Today the site is the largest portal on the RuNet, without which many simply cannot imagine their life. After all, on the resource you can not only correspond, but also listen to audio recordings, watch the latest movies, and even post advertisements and run your own business.

If you are interested in the question of how to place an advertisement on VKontakte, then you just need to go through the registration procedure. To do this you will need a number mobile phone and a strong password. After registration, the user must fill out his personal profile, indicating his date of birth, hobbies, place and time of study. In addition, you should upload several personal photos so that other users have a complete picture of you.

Methods of advertising on VKontakte

There are several ways to post ads on a well-known social network:

Make a post on your personal VKontakte page. However, this method will only be effective if you have big list friends who will see the posted ad in their news feed.
Create a group or community where you can advertise your services or the sale of something. In this case, you will also need a large number of people, whom you can invite absolutely free of charge.
Post your ad for free in an existing group. This method is suitable for thematic projects on a non-commercial basis. In order to post your message, just select the “Suggest news” link on the group wall.
Pay the organizer of a large and visited community to place an ad on the main page. This method is the most effective for advertising online stores or services of a company. However, only its administrator can answer the question of how much VKontakte advertising costs in a particular community.

Creating an ad

The ad text and its design play perhaps the most important role. After all, any potential client first of all perceives advertising visually and only after a few seconds begins to grasp the essence. This is why many people ask the question, “In contact”.

Use colorful and unusual images that directly reflect the content of the message. If finances allow, order advertising banner from a professional designer who will carry it out in compliance with all marketing rules.

When selling a product, provide as much detailed information as possible. Potential buyers should not have any unnecessary questions regarding the quality and condition of your product.

The ad text should also attract the attention of users and encourage them to buy or use your services. Offers about promotions, discounts or discount cards always attract more customers than uninformative and uninteresting text. Therefore, when answering the question of how to place an advertisement on VKontakte, it is important to understand that its effectiveness will depend on how you do it.

Searching for a page to place an advertisement

Publishing in groups is the most effective. That is why it is worth paying special attention to finding a page for her before placing an advertisement on VKontakte. For example, if you offer services travel agency, then pay attention to communities for travelers. And selling youth clothing or paraphernalia will look natural in an entertainment or music group.

Choose communities with the highest number of subscribers. Groups with between 200 and 500 people will likely not be profitable. But communities with a population of millions will help get your business off the ground.

How much does VKontakte advertising cost?

It is quite difficult to give a definite answer to this question, since the cost of posting ads will depend on the organizers and administrators of the group.

On average, advertising in “Vkontakte” groups on the community’s main page varies from 500 to 3,000 rubles per day. Many communities provide the opportunity to post ads for up to a week, offering discounts for advertisers. Therefore, before “In Contact”, it is worth weighing the pros and cons of all placement methods.

Free advertising "VKontakte"

Placing free advertising will not affect your wallet, but it will require time and effort. Create own group It’s not difficult, but it’s much more difficult to gain a large number of subscribers who will actively use your services. To recruit people in communities, there are special paid services, which are advisable to use if you plan to develop your business on a social network.

Very rarely, groups with a large number of subscribers provide the opportunity to advertise for free. That is why you can advertise freely only in small communities, where there is a chance to find potential clients not tall.

Today, the social network VKontakte is not only a platform for communication, but also a resource that combines the capabilities of video hosting and a search engine. It is convenient and beneficial for business representatives and consumers of their results entrepreneurial activity. The service allows you to place offers and select the appropriate solution to problems in the form of purchasing goods, products or services.

Consumers have the opportunity to get acquainted with the opinions and recommendations of existing clients, and business representatives constantly monitor the demand for their offers and accurately determine the target audience, whose representatives are more likely to need to purchase the proposed service. Competently composed and designed advertising on a social network is much more effective than its classic version, but in order for it to work, you need to choose the right strategy for attracting customers. How to advertise in a VK group so that it is effective?

Types of advertising on a social network

Visually, advertising on a social network can be placed in the news feed in the form of posts available to users when viewing news, as well as in the left corner of the site in the form of advertisements. Each type has several formats used for a specific type of advertising.

On VKontakte, a business entity can advertise itself and the product of its work in groups and through targeted advertising. Targeted advertising is usually designed in the form of a small teaser containing a picture and short text. It is located on the user’s personal page, in the lower left corner, under the menu section. Information in communities is carried out by posting information in them intended to attract potential customers.

Target or group?

The advertiser negotiates with the community administrator about the parameters of advertising and the time of its placement. To publish it, you do not need to wait for moderation, since the text part of the ad is agreed upon in advance with the creator of the group and, if necessary, adjusted. Right choice community is a guarantee of large-scale coverage of the target audience.

Targeted advertising is subject to strict moderation of the displayed information. It does not allow headlines or images of a provocative nature. The text size and image format are limited. The advertiser is not allowed to provide a different advertising strategy than provided by the standards.

Statistical information

Group for advertising, how to choose?

When choosing a group for advertising, you need to configure the search filter in such a way as to find users who best meet the parameters of the target audience. The community should be active, and its pages should be regularly updated with new members and posts. Before contacting the group administrator, you need to make sure that the service is not scammed. To do this you should evaluate:

ratio of real and fake users;
frequency of unique visitors;
community activity and renewal;
presence of likes and comments.

When choosing a community, you should focus on the statistics of key indicators. In active, constantly growing groups of up to 20,000 participants, each publication must receive more than 100 likes. For a group with cheating, the number of post likes rarely exceeds 10, which indicates its unpopularity.

Read also: Job responsibilities purchasing manager

Where to begin?

To do this, you will have to analyze more than one VKontakte group. To simplify the procedure, analytical exchanges are convenient. The services Sociate and Hollypast are popular.

Sociate allows you to quickly find platforms for advertising at an appropriate price, which, after publication, will become available to all community members, most of whom can be classified as an active target audience. To advertise in a VKontakte group, you need to select a text message suitable for the advertising campaign and a picture to complement it. The prepared elements should be transferred to a special resource field and a task should be created. The second way to design it is to manually select the target audience site for the designed advertisement. To implement the task, a search filter with settings is used.

When placing an order for advertising, it is important to additionally monitor community members in the area of their age, gender and activity. To gain access to extended group statistics, you need to install the SMM Assistant service. It will help identify the number of banned participants and compile statistical information on individual parameters. Advertising is possible after creating an advertiser block, which displays data on the number of selected communities, the number of unique subscribers and the amount of payment for the service of providing space for publication.

An alternative service is Hollypasta. Using its convenient tools, you can select groups of a suitable category through the community search option. To do this, you need to fill in the appropriate fields with information identifying the characteristics of potential clients. They are determined by age, gender and geolocation parameters. The system allows you to estimate the number of participants in the community and their activity, expressed in the number of likes, reposts and comments. To save time on searching, groups that match the parameters can be added to the “favorites” section.

How to advertise in the VKontakte news feed

Advertising in the news feed of a social network is used to inform the user about current promotions and discounts on products or services. It is also used in situations where you need to remind readers about a brand or notify them about a new product release or event.

The advantages of this type of advertising lie in reaching an audience that does not visit groups to read its news publications. Advertising posts fit harmoniously into the user feed, diluted with ordinary entertainment-type publications, since the marketing department of the social network controls the topic of publications and displays advertising information no more often than once every 25 posts.

When creating an ad, you don't have to worry about adapting it to different devices. Software The social network is configured in such a way that posts are interpreted equally on a computer device, as well as on a tablet and smartphone.

Community owners can configure the display of posts not only to group members, but also to users outside of it. Using targeting allows you to promote only published posts and create new posts, provided you have administrator rights.

To place an advertisement in the news feed, you need to go to the advertising menu and select the “create ad” option. The link to the post that needs to be promoted is placed in the “post in the community” section. When you select a publishing group, it becomes available information about the size of the target audience and the cost of the service. It may be charged for clicks or impressions.