home Accounting Why is there no advertising section in VK. We work in the VK advertising account: detailed instructions for beginners and not so

Why is there no advertising section in VK. We work in the VK advertising account: detailed instructions for beginners and not so

The social network is a powerful tool for promoting any kind of products and services. VKontakte advertising cabinet has been developed, with its help you can manage the created advertising. As you know, there are official and unofficial ways to promote the VK group. An advertising account is an official way that allows you to promote your public for a fee and advertise products.

The advertising account on VKontakte is your center for managing advertisements. Everything is simple in it. Via personal account you can set correct settings advertisement. If everything is set up correctly, then advertising will be shown to the maximum number of users. And you can save.

How to activate an advertising account on VKontakte?

The advertising account is available to every user of the social network VK, activate specifically it is not necessary, as well as to look for a corresponding link to it. To get into it, you need to open your personal profile, go down under the main menu and see the “advertising” item there, highlighted in gray.

targeted ads;
promoting records;
promotional posts in communities;
special offers in games.

The two types of tools most in demand are targeting and advertising in groups.

Creating an advertising account VKontakte: step by step instructions

In principle, the question: how to create an advertising account on VKontakte is not entirely correct. After all, any user, having opened the "advertising" tab, automatically gets into it, and it is already created by default. You just need to activate this tool and get an individual ID.

To do this, you need:

Open the "Advertising" tab.
Create your first ad.
Confirm the creation by clicking the "create ad" button.
After that, set up such parameters as the type of advertising (maybe an application, an external site), the graphic component, the text content of the publication in the target setting, determine the cost, top up the balance and launch.

The most difficult step in this procedure is targeting. This is the selection of people to whom the advertising publication will be shown.

To do this, you can set parameters: their gender, age, take into account geography and location, interests, marital status, income level, and much more.

Therefore, it is first necessary to study the chosen topic, determine target audience or entrust this task to a professional.

It is also difficult to choose pay rates at first. VK has the ability to independently determine the size of investments in this advertising method. The higher the rate, the higher the costs. But at the same time, the lower they are, the less likely it is that your advertising post will overtake competitors' ads. Therefore, it is also important to connect a profile to this process or learn how to maintain balance on your own.

all existing ads, of which you can create an unlimited number;
the amount with or without a bonus that is available, i.e. the promotional deposit;
separation into active and inactive ads, that is, those that users can currently see and which are not shown;
detailed statistics of each advertising post, including the number of views, the number of completed targeted actions.

How to replenish an account in the VKontakte advertising account: step by step instructions

To activate this or that ad, launch an advertising campaign, it is necessary to replenish the account in advertising office. Step-by-step instruction:

You need to go to the advertising account using the method described above.
Open the "advertising in communities" or "targeted ads" tab, depending on the type and the goal pursued.
Go to the "budget" tab in the main menu on the left. This page will show users up-to-date information about the remaining funds and bonuses on the account. Information such as the remaining budget, blocked funds, spent today and spent yesterday are available. Below is the statistics on transfers to the budget.
Next to the first line "remaining budget" there is an active "top up" button.
After clicking, a selection of the available payment type will open: the order of enrollment through bank cards, terminals or other payment systems, as well as by bank transfer for legal entities. The minimum deposit amount is 500 rubles.

How to withdraw money from the VKontakte advertising account: step by step instructions

It is very important to pay attention to the fact that targeting and advertising in communities have different budgets before replenishing the account. You need to decide in advance what you need. The advertising account is thought out for spending money and is not intended for their accumulation and withdrawal. The administration is extremely negative about such operations. Therefore, it can often permanently block the user's advertising account. However, if such an urgent need exists, you need to contact technical support with detailed description the whole problem. The administration will be able to meet halfway and return the funds contributed.

However, if there is no need to use the advertising account in the future, you can use one of the two available methods:

for residents of the Russian Federation, you can withdraw money to a bank card of any bank or receive votes in VK;
for non-residents, funds can be exchanged exclusively for votes in the ratio of 5 rubles - 1 vote. Also, for non-residents who have never used the contributed budget, the money is withdrawn back to the card from which they were deposited into the account.

How to delete an advertising account VKontakte

Just like creating, it is impossible to delete a VK advertising account. The site administration can only block it for inappropriate content, action or withdrawal of funds from it. In the absence of the need to use it, you can simply not touch it. To remove it, you need to contact technical support with a willingness to indicate the reasons for the removal.

Possible problems when working in the advertising account

Account blocking is a common reason for violating the rules of the VK social network - you need to contact the VK support service, find out the reason, and try to eliminate the violations;
VKontakte advertising does not start - perhaps there are not enough funds on the account. The show stops for the same reason when the funds run out;
When replenishing the account, funds were debited from the card, but they were not credited to the account - you need to contact technical support or wait 1 hour, during which the funds are transferred, for a cashless payment, the transfer lasts up to 3 working days;
the advertisement is not published through the personal account (rejection) – it is necessary to check compliance technical requirements as well as content.

Total

The VKontakte advertising account is a very convenient tool. which can be mastered and used even by beginners. The platform provides ample opportunities for advertising goods and services to users of the social network. She introduces the detailed rules, provides assistance and technical support around the clock. You can also analyze statistics and take into account changes in key indicators.

To promote and promote groups and communities in social networks, there are a lot of free ways. Some of them are very effective, but they all require time and effort. Therefore, one day there comes a moment when you realize that in addition to all the available methods, it would be good to add one more, paid method - targeted ads. And if earlier there was no experience of submitting advertising, for example, in such a social network as VKontakte, then the next question arises quite quickly: how to make VKontakte advertising on your own, without asking for help from specialists.

In fact, there is nothing complicated. I think that with the help of my screenshots, you will be able to repeat all the steps, make an advertisement on VKontakte, and analyze the results.

Starting the first advertising campaign

The first thing to start with is to follow this link. to the VKontakte advertising page. We are interested in the first tab "Targeted Ads". I must say right away that targeted ads are a key feature of VKontakte advertising, and they imply the availability of tools with which you can customize the display of an ad according to various parameters.

Gender, age, marital status, country and city of residence.
University, faculty, school, year of higher education.
Positions, districts, metro stations and even streets.
Interests, hobbies, favorite movies, books, games, etc.

That is, we can customize our ad in such a way that the ad is shown to the target audience. If your target audience does not include schoolchildren, then you can independently set the desired age of the audience, and exclude ad impressions from the field of view of schoolchildren.

Click on the “Targeted Ads” tab and read carefully about the benefits of placing ads on VKontakte. Feel free to click "Create Ad". On the next page, we are asked what we want to advertise: our community (group, public or meetings), the VKontakte application, a video with a link to the advertiser's website or an external website. Community advertising is the most popular, so we choose this option as an example if it suits you.

Here, on this page, you will need to select your community, and you will find yourself on the ad placement page. Task: choose the accommodation option that you like best.

Title 25 characters + image 90x120px with pay-per-view
Headline 25 characters + image 90x65px + ad text 60 characters with pay per click
Promoting communities - the group logo is automatically shown.

In my opinion, the most difficult thing is to correctly write a 25-character title. In my case, it would be better to correct the title with two words “Tips box”.

Scroll down and you will see the targeting settings. You can select a country, city, gender, indicate interests and education. If you see fit and check the necessary items, then in this way you will narrow your audience to the target audience, interested in your products and services.

The most important thing left is to set the cost of the advertising price. And for this, it is important to determine what you want to pay for - for impressions or clicks.

Here is how VKontakte describes the differences between ads for impressions and clicks:

“Pay-per-impression ads are a more static format than pay-per-click ads. They are suitable for advertisers who are interested in generating demand for a product or service of a particular brand or in image advertising. The main component of pay-per-impression ads is the image.
When paying for impressions, for each 1000 impressions, the amount that you set yourself is deducted from your budget (for example, 1 ruble = 1000 impressions).

When paying for clicks, only unique clicks on your ad are counted. If a VKontakte user has already clicked on this ad (from any computer), the click will not be counted. You also set the price for the transition yourself (for example, 1 transition = 1 ruble).»

It is worth considering only the fact that when paying for impressions, the image is noticeably larger due to the lack of ad text and, most importantly, there is no CTR in the CPM formula.

Since the effectiveness of advertising can only be determined through testing, I prefer to listen to the advice of more experienced people, and set the payment for clicks. That is, I will pay only for those people who clicked on my ad and clicked on it. For the first time, I recommend starting with a small cost of the transition - 3 rubles, even though VKontakte recommends paying me from 22 to 31 rubles per transition.

As an example, here are my results:

Having set the cost of the transition to 3 rubles, I replenished my account by 300 rubles. For 3 days, 36 transitions were made, and 5 of them became subscribers of the group. small results, but to get the best, I need this experience today. As a result, 108 rubles out of 300 rubles were spent in 3 days. The cost of one subscriber was 21.6 rubles. Expensive to say the least. We still have to work on reducing the cost of a subscriber. It is difficult to achieve what you want the first time. This means that I have to test the increase in the cost of the transition, since the higher I set the bid, the more often my ad will be shown.

With experience, an understanding of the chips will come, which seem to lie on the surface, but the first time they are not amenable to awareness. Experimenting with the selection of target groups and improving the advertisement, you can achieve a smaller number of target audience and a smaller, but more optimal cost of the transition.

You need to be prepared for the fact that the effectiveness of your ad will have to be constantly monitored, if you are not satisfied with the results, then there is always the opportunity to edit the ad and make changes to the settings.

Running ad

After you agree with the advertising policy of VKontakte, the ad must be launched in your personal account. Now that you have created your first advertising campaign, on the right side of the page you will see the link "advertisement", follow it at any time, and you will find yourself in your advertising account.

Replenishment of the budget

At the top, enter the amount of the total limit and the daily limit. That is, how much money would you spend on advertising per day, and for all time. Of course, beforehand, you need to replenish the balance of your personal account and transfer money in any way convenient for you: Visa and Master Card bank cards, using electronic payment systems Yandex.Money, WebMoney and Qiwi wallet. You can also replenish your account using a fairly large list of payment terminals .

After the money appears on the account of your personal account, you need to set the daily and total limit at the top of the page and in the table, and launch an ad in the "status" section. After that, your ad is sent for moderation for about 2-3 hours. The moderation of VKontakte ads is serious: you can’t address the audience with “you” in an advertisement, indicate phone numbers in the text and in the image, you can’t advertise drugs, pornography, tobacco products, etc.

Should know! There must be at least 100 rubles left on the campaign account, otherwise you will see a warning:

"Could not run ad. For each ad you run, you must have at least $100 in your budget. You can replenish the budget or stop the ad. "

Don't be afraid while running advertising campaign make changes to the ad settings if you see that the result does not suit you. In some advertising campaigns, it will be more profitable to use payment for impressions, rather than for clicks. But you have to experience it for yourself.

Pay attention to the ads that are showing on your page right now. Evaluate whether the advertiser correctly took into account your interests, or preferred to waste the advertising budget. For example, if you are a mother in maternity leave, and you are shown an advertisement for the Elektrostal plant, then this is a clear sign that the advertiser has incorrectly set up his ad, so the effectiveness of his advertising campaign will be low.

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, in Vkontakte really more percentage shkoloty 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 allow you to 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 not 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 right 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 special attention to, 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 search for popular publics that suit your topics and offer their owners to publish your 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 sites 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.

AT 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 research on quality and price, after which they 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".
1. 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 Kontakt, everything that costs less than a couple of thousand rubles can be attributed to the category of spontaneous purchases (clothing can be somewhat out of this price category).
2. Or you can direct potential clients in the Contact community (), 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 a well-known 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 on 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.

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

If you pay attention, you will notice that when you visit the VKontakte social network, advertising banners. Many users do not like this, and they are looking for a solution that would help them remove ads in contact.

There is one more option. You could have caught an adware virus (see). Now when you visit a social network, intrusive windows pop up in different parts of the browser.

Let's figure it out how to remove or disable VKontakte ads.

Who advertises on the social network

Now the contact is a large-scale advertising platform. Anyone can start posting their ads. Similarly, any user will see ads in the left block. The exception is the case when you do not fall under the filters specified by the advertiser. But this is unlikely to save you from ads. In any case, there are suitable options for you.

Disable or remove ad extensions

Each time you install programs, you should pay attention to the fact that suspicious browser add-ons or extensions are not installed with them. Surely you noticed that during the installation of a new program, a suggestion appears to install the amigo browser, mail, etc. Very often, advertising modules come with them. It is necessary to control this process, and prohibit the installation of additional things.

If such an extension has already got to your computer, then when browsing various sites, annoying advertising banners may pop up. Including when you get in touch.

To solve the problem, you need to remove these extensions.

Consider the process on the example of Google Chrome. Open the menu, and go to the section "Settings".

Here we open the tab "Extensions". We check that there are no suspicious extensions. If there are, we delete them.

Install the Adblock plugin to block VKontakte ads

On the this moment, the most reliable option is to install the Adblock plugin in your browser. It is designed to hide ads. This applies both to official networks (Yandex, Google, etc.) and to frankly spam options. It should be noted that the plugin is distributed free of charge.

We go to the official page, and select the version for your browser.

https://adblockplus.org/ru/

Run the installation. It will run as normal.

After that, restart your browser and try to go to social network. Ads must be blocked.

Conclusion

It is worth paying attention to the fact that on "white" sites, as a rule, the owners place ad units of normal networks. And the advertisement itself is in such places so as not to disturb visitors.

In the event that you observe suspicious pop-up windows, new links in the menu on sites that did not exist before, then with a probability of 99%, you have picked up a virus. In this case, use an antivirus utility.

As for disabling VKontakte advertising, the easiest way here is to use the option with installing the Adblock plugin. At the same time, you can turn it off at any time, or add the necessary sites to the list of exceptions in order to resume displaying ad units on them.

Questions?

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