VK market platform: what kind of advertising is this on VK

What is a market platform

Imagine that you decided to attract new subscribers to your group and wrote a post in your group in which you told how good your group is, how many good things there are in it and that the user will get a lot of benefits if he joins it.

Next, you need this post to be seen by other people who are not subscribers to the group. You go looking for groups that are suitable for the topic, where you can place your ad (repost) for a small amount of money. The group must have real, live subscribers who are interested in your topic, so that they become interested in your post, and then in the group.

After you have found the necessary groups and checked whether there are active subscribers there, you write to the administrators of these groups in a personal message and find out how much it costs to publish, at what time you can do it, what are the conditions.

From this place all the delights of communicating with real people begin: they can be responsible, irresponsible, punctual, goofballs, accommodating and not so much. What am I talking about? And besides, you need to negotiate about advertising in this way. This may take a long time. Some administrators do not read messages, others cannot decide on the time. Someone does not comply with the agreement and remove the advertisement ahead of schedule, and you will not do anything to him, because no one except you two is checking this deal.

Of course, in general, administrators respond quickly and find the right time, because placing advertising posts is the main income of their groups. And the main advantage of advertising through group admins is the price.

All other advantages come from the market platform.

Market platform in VK

The market platform in VK is convenient due to its automation. There is no need to contact the community admin directly. The advertiser can easily select groups with the target audience, select the date and time of publication and book advertising space.

Admins don’t have to do anything at all - the advertising post will be posted in the community at a certain time automatically.

Let's look at the whole process from the very beginning. First from the advertiser's side.

1. First of all, go to the market platform using the link https://vk.com/adsmarket.

2. Next, click on the “Create record” button.

3. Now let's create an advertising entry. Select “Post Type” - a post with text and an attachment (regular post) or a repost of another post (for example, from your community or page).

You can attach up to 10 attachments to an advertising post, and any text and 2 attachments to a repost;
After registering, do not forget to create a new campaign and write a short name;
You can promote a group on VK if you advertise a repost (for example, a competition);

4. As soon as you create an advertising record, it will need to be sent for verification.

The check usually takes from 30 minutes to 2 hours;

5. Has the entry been verified? Then it's time to post it in communities.

6. We select communities that contain your target audience.

We indicate the budget, topic, gender, age, coverage (number of views), if necessary - region, time of publication;
Based on the above data, you will be offered communities to place an advertising entry;
If the community is not suitable, you can exclude it from this list and update to find others that are more suitable;
Finding a specific group in the market platform is difficult (there is no search), so it is better to directly contact the community admins;

Pros and cons of the marketplace platform

pros

The market platform allows you to place advertising posts in groups without communicating with administrators directly;
The platform itself selects groups based on the criteria you specify. You can exclude groups you don't like;
Placing an advertising post in several groups at once with one click;
Money back guarantee if placement conditions are not met by the administrator;

Minuses

The price for posting a post is higher than if you negotiated with the administrator directly;
Not all groups are connected to the market platform; you still have to negotiate with them personally if you really want to advertise with them.
The criteria for selecting groups is still very raw.

Market platform VK - what is it?

The VK market platform is one of 2 sections of the VK advertising account. Using this platform we can buy advertising posts in communities.

Everyone has seen in the feeds of large communities with more than 50 thousand members, there are often advertising posts that have the designation “This is an advertisement.” Usually, they live for 1 day, sometimes 2 days, and it’s even less common when an advertising post remains forever in the community feed.

Every day such an advertising post is moved lower and lower, covered with new publications in the group. Such advertising is not targeted at a specific category of citizens, but it can be shown to readers of the community we need.

For example, if we sell frying pans, and we don’t care where our potential readers live and whether they are married or not, then it is logical to publish our advertisement in a community about recipes or about home, about comfort, etc.

This type of advertising is also interesting if you are developing a community with the goal of selling advertising in it in the future. In this case, we already act as an advertising seller in the same market platform and earn money from our community.

Advertising in communities is of interest to arbitrageurs - these are people who buy advertising at their own expense to help sell someone else’s product for an affiliate fee.

I talk more about this in this article.

Not all people view the News feed or do so very rarely. On the other hand, they like to read publications in a group on topics that are interesting to them, and that’s where they see the advertisements that were placed through the market platform.

How convenient is the VK market platform?

Guarantee that we will not be scammed
The ability to build a two-story post and thereby interest the user even more (although it is possible to make a two-story post without going through the market platform, read below)
There is no need to communicate directly with anyone, everything happens automatically, indirectly through this platform.

Let's look at these points in more detail:

It is also possible to purchase advertising in communities directly. We can simply write to the admin of a community that is interesting to us and agree on paid advertising for a particular day and time. But, as you yourself understand, the admin can cheat, there is no guarantee. I've encountered this myself a couple of times. The market platform is convenient because it acts as a guarantor of the transaction.

We select the group, time and day of publication. The required amount is debited from our account in the advertising account (indicated in the price tag for advertising in this group), but this amount does not go to the account of the admin or owner of the group until our advertisement is published and hangs in the group for a day or sometimes two. If all conditions are met, VK will credit our money to the account of the group owner.

Regarding the two-story post: Indeed, if you just want to buy advertising directly from the group admin, technically you can only make a regular post - text + picture or several pictures; text + video or gif, or even just ask for a repost from our group.

How can you make a two-story post bypassing the market platform, you ask?

Here's how: Write to the admin of the group suitable for your advertisement, ask him to repost a certain post from your group, and when he does this repost, he will have the opportunity to attribute something on his own behalf, including attaching any photo. You can send him this photo in advance so that he can download it to his computer and then he will simply upload it to your advertising post along with an advertising repost from your group.

True, there is a small drawback here - the group admin will not be able to make such a two-story repost delayed, that is, put it on a timer; it will have to be done exactly at the moment when it should be published.

This is what a two-story post looks like (This is my creativity and I must say that in the same groups I published both this two-story and a regular one, but from the two-story one the return was 2 times greater):

Read about how to do it through the market platform in this article.

What are the disadvantages of the market platform?

It’s very difficult to find exactly the group you need on the market platform (but I know one way, I’ll talk about it below)
If you want to buy a lot of advertising at once in different groups and at different specified times, then you will have to sit and manually set each individual group and time. If you select several groups at once and set the publication time to the same for all (short range) - then yes, you can buy in bulk at a time that interests you. But if you want to do it at different times, you will have to make a separate purchase of advertising for each separate time. Or forget about it and agree to the time that VK will give you after pressing the “post” button.
If, for example, you set a budget for the VK market platform of 1000 rubles, then in the list of proposed groups for advertising you will see only 4-5 communities.

You, of course, can add a zero to the “budget” column so that 50 communities are displayed at once, but then, when you select the groups you need to buy advertising for your 1000 rubles, you will need to very cleverly remove the extra zero from the “budget” and quickly click to "Place".

This is one of the technical shortcomings of the VK RK (advertising account in contact).

How to buy advertising in the market platform step by step

go to RK VK
click market platform
replenish the budget (min 500 rubles)
click “records”

A general window has opened in front of us in which we see what campaigns we have (if we worked before) and what specific “advertising entries were created” - we need to create an advertising entry, which we will then post in groups.

I described the entire further path in the article: How to advertise on VK in a group

So, we have created a post, successfully passed moderation, now we must select suitable platforms for advertising.

If you want to find a specific group in the market platform quickly, go to this article - here I described this simple method simply and clearly.

Now we just have to choose the group that suits us. Don’t forget that we pay not for the number of group members (a group can be a million-strong but dead or maybe a hundred thousand strong but alive) but for the number of views - i.e. coverage. Post coverage is also displayed in this list. About how to choose the right group, what else to look at, how not to make a mistake, what advertising creative to choose, which group has a more lively audience, etc. read this article.

How to properly set up and use the market platform

Go to the Advertising menu item in the left panel on your VK page or follow the link https://vk.com/adsmarket

Login to the VK advertising account
Go to the Market Platform section and click Create an entry.

We create an advertising entry in the market platform
In the window for creating a new post, select the type of advertising post. There are two types: Post with text and attachments and repost of another post.
Post with text and attachments
You can add up to 10 attachments to a post with text and write up to 16 thousand characters. You can attach as attachments: photo, video, audio recording, document, map, graffiti, product, survey. Read about all these types in the article “Simple instructions on how to make a post in a group.”
In the Entry text , you need to write the text that users will see.
Short Title field is not displayed anywhere; only you will see it in the list of your advertising posts to distinguish them.
Advertising campaign - if you are creating it for the first time, and not the first time, then it is better to immediately create a new one. An advertising campaign is like a folder in an advertising account where all advertisements on a certain topic will be grouped. For example, if you are promoting several groups, then it makes sense to create several advertising campaigns to avoid confusion.

Selecting an ad post type
Repost another post
Here it is assumed that your advertising post has already been made and published, and you only need to provide a link to it. You can also add text to it, and attach no more than 2 attachments: photo, video, audio. The remaining points are the same as for the entry with text and attachments.
After you have filled out everything, click “create record”.
The recording window will close and general information on this advertising post will open. In this window, click “Submit for review.” This is a standard check for all sorts of prohibited things, things that cannot be advertised: hookah bars, weapons, drugs, in general, the full list is on the Rules tab. Lasts from 20 minutes to several hours.
Now, while the check is in progress, replenish your advertising account on the Budget tab. Here you need to remember that where you enter money from for the first time is how you will need to enter it later. If you paid from a card, you will pay from a card; if from a bank account, then only from it. And yet, although the market platform and targeted advertising are on adjacent tabs, they have different budgets. You need to top up each bookmark separately; you cannot transfer money.
When the verification is completed, you can select the groups where you will publish the advertising post. To do this, click Post a post.

Post a post
A window with settings will open where you can specify the criteria for selecting communities for advertising in them. These are: budget, community topic, daily coverage - the number of views of posts per day, number of participants, region, gender, age, post coverage, posting time range.

Settings window
After specifying the criteria, the market platform will select suitable groups, you can check them and exclude those that you do not like. Then click Post and you're done. You can withdraw your application before it has been published, then the money will be returned to you in full. If the entry has already been published, the transaction cannot be canceled.

VK market platform

What is the VK market platform ? It is the official advertising exchange on the VKontakte social network, with the help of which an advertiser submits an application for advertising in other communities connected to this market platform.

This type of advertising is well suited for those who want to reach as large an audience as possible without targeting them according to narrow parameters. Ideal for promoting entertainment communities and niches where there is no clear portrait of the target audience.

Creating an advertising entry in the market platform

You can get to the advertising account of the VK market platform through the “advertising”

Or you can follow the link and click “enter your advertising account”

Here we are in the personal account of the market platform. Now let’s create the first advertising post, to do this, click “create post”

Two types of recording are available:

Post with text and attachments
Repost another post

I recommend choosing to repost another post. First of all, such a post can be made “two-story” , which means that it will be more informative and you will be able to convey more important information to your audience

How to make a hyperlink to a group on VK

You can put a direct link to your community in the text of the post in the format vk.com/link_to_your_community . First of all, it will not look very aesthetically pleasing, but you can make a hyperlink - this is a piece of text that, by clicking on it, you can go to your community.

To make a hyperlink to a group on VK:

Copy the address of your group (without https://vk.com at the beginning - for example, 1234567)
Place it before the @ symbol (example - @1234567)
Add text in brackets. For example - @1234567 (Flowers wholesale)

Submitting the entry for moderation

After creating an entry, we top up your personal account with at least 150 rubles and send the entry for verification. Be sure to read the posting rules, as there are a number of requirements and restrictions for an advertising product or service.

Lifehack. Replenish your account on the VKontakte market platform through the Getuniq , and receive a 10% bonus from the amount of replenishment of the advertising budget.

Placing advertising posts

After your post has been moderated, you will have access to a choice of sites for posting. Communities will be selected automatically according to the specified filters:

Total budget for accommodation
Community topics
Gender of participants
Time range of placement
Post coverage and so on

Which is better: marketing platform or targeting?

Characteristic	Market platform	Targeting
Possibility of fine-tuning the audience: geo-targeting, device from which they are using VK, interests, etc.	No	Yes
Easy to set up	Yes	No
Efficiency	Yes and no	Yes and no

In this super-short comparison, I wanted to make one point: if you are good at targeted advertising, then it will most likely be more effective for you, since you can select a very hot target audience that will buy a lot.

If, on the contrary, you are not very smart about this, then ordering advertising through the market platform will be more profitable, especially if you guess with the group. There is no subtle selection; the entire audience of the group will see the post.

So, a market platform is better for beginners, but pros are unlikely to read this article)

If you don’t rummage around at all, and don’t even know which groups to place advertising posts in, spend your money much more profitably - recruit participants. So at least they are guaranteed to be there.

How to use the VKontakte market platform

7. After clicking on the “Post” button, a place for your entry will be automatically reserved in the selected communities.

The entry will wait for publication in the selected time range. If suddenly the community admin doesn’t like the advertisement, he will cancel it, but you can always find another group. If you are not satisfied with the publication time, you can also cancel your request.

8. As soon as the post is published in communities, you will receive a notification by e-mail and mobile phone linked to your account (you can change notifications in the platform settings).

You can analyze advertising post statistics.

You can look at detailed statistics for all posts, or at the statistics of a single post in a separate community;
Here you can find out the number of clicks on the link and the number of entries into the community if you are promoting it;

The general opinion about the market platform from the advertiser’s : the platform is still crude and does not allow promoting advertising posts as efficiently as possible. For those who are not familiar with SMM, it will be very difficult, since identifying your target audience and finding the communities where they live is not so easy. Especially when you consider that there are now a huge number of shitty public pages of low-quality communities connected.

Beginners have a 90% chance of wasting their entire budget and receiving low-quality traffic. But, if you want to expand your audience, then you can safely add subscribers to a group on VK with a minimal budget.

That seems to be all that concerns the market platform for advertisers. Now let’s look at the market platform as a tool for making money on communities.

How to get to the VK market platform as a group admin

If your group has 20,000 members or more, then you are already big and you can connect to the market platform.

I’ll give you a hint: the market platform accepts participants of any quality. If only there were 20,000. And this means that you can simply increase them. Quickly and hassle-free on VK target, 1 subscriber will cost 1 ruble. If it’s more complicated, but cheaper, then you can create a subscription task on a SEO sprint. A subscriber can go there for 25 kopecks. Or order on quark: there are tasks for 500 rubles per 1000 subscribers.

Go to group management and check if you have the Monetization section. If there is, then OK and read on, if not, then you still have less than 20,000 participants, you still need to grow, but for now you can register on VKtarget and post advertising posts for money from there.

Monetization section
Change the status to Applications are accepted. Specify the price for which you agree to publish advertising posts of other communities (it’s better to do it as recommended). Indicate the topic of your community and, if you want, a comment for the advertiser. So that they don’t offer any bullshit))

Setting up monetization
That's it, your community is now connected to monetization. If someone wants to advertise with you, you will receive a notification.
You can study which particular post they want to advertise from you in the Monetization section - Applications from advertisers .
You can post no more than 5 advertising posts per day. The published post must remain on your feed for 24 hours, only after which money for posting will be credited. Then you can delete the entry.

Moderation of advertising posts on the VK market platform

The content of advertising entries on the market platform is subject to the same rules as advertising: compliance with the rules of the Russian language, prohibition of insults and profanity, as well as vocabulary related to tragic events. It is prohibited to use images of alcohol or tobacco products, provocatively dressed people, or attempts to deceive users using elements of the social network interface.

Market platform moderators are particularly strict. We recommend that, along with the advertising publication, you send an accompanying message to the moderators, which details the purpose of the product and the advertised object. Also, if the entry is rejected by the moderator, we recommend that you try again on another day.

The composition of the advertising post: text (with the ability to add links, including to VKontakte groups), pictures, videos, and other types of attachments, up to a survey. Please note that the “Short Title” of the entry is displayed only in the advertising account to identify the entry.

The created advertising post must be sent for moderation by clicking the appropriate button (automatic moderation is not provided):

How to withdraw money from the VK market platform

Go to the Monetization section in Community Management and click on Account operations.

How to withdraw money from the VK market platform
The SocialSentrum withdrawal service will open.

Service for withdrawing money from the VK market platform
The minimum amount for withdrawal to electronic wallets is 500 rubles ; To a bank card - 600 rubles ; See the withdrawal commission in the section below “Tariffs and limits”

How to use the VK market platform (for admins)

If you are the owner of a community and want to earn money by advertising in it, you must:

Make sure that your group meets the requirements of MP (group age is more than 1 month, average daily coverage is more than 7.5 thousand).
Go to the community page in the “Management” section.
In the right menu, select the “Monetization” item (if the requirements are not met, this item is missing) and click on the “Connect to the market platform” button.
Change the status to “Applications are accepted” and indicate the cost of posting.
In additional settings, specify the community topic and comment for advertisers (if necessary).

Done, all that remains is to wait for applications. If you (the community owner) do not want to publish a particular post, you can reject it. You can change the topic and comment at any time. Another requirement for admins: the entry is published in 1/24 format. That is, within 1 hour after the release of an advertisement, you cannot publish other posts, and you cannot delete an advertising post within 24 hours. Money for posting is received a day after publication. To stop accepting applications from the market platform, you need to go to the “Monetization” section and change the status to “Application not accepted”.

Reviews about the VK market platform

The reviews are somehow not very good. There are different ones, but out of habit people swear. Basically, I don’t like the groups that VK selects. But I think that they will gradually improve the group proposal algorithm and everything will be better.

Negative review of the marketplace platform.

More negative reviews about the market platform

How to use the VK market platform (for advertisers)

If you are an advertiser and want to advertise in communities quickly, you must:

Go to the advertising account on VKontakte.
Go to the “Market Platform” section (by default you will be taken to the “Targeting” section).
Top up your budget or make sure you have at least 150 rubles in your account. Otherwise, you will not be able to submit the entry for verification.
Click the “Create record” button.
Select the type of publication: a post with text and attachments (you are creating a new post) or a repost of an existing post.
Create a creative - add text and attachments (pictures, images, audio, etc.). Be careful with emoticons. Don't overdo it, as many communities refuse to post such posts.
Or provide a link to an already published post (you can attach additional text and attachments to it).
Give the name of the post (used in the advertising account to designate advertising, available only to you).
Select an advertising campaign or create a new one.
Click the “Create record” button.

After creation, the post must be sent for review. On the main page of the VK market platform in the general table, click the corresponding button opposite the desired entry.

Once the verification is complete, the button will change to “Post Entry.” By clicking on it, you will have to set the criteria for selecting communities. Similar to the targeting parameters in targeted advertising. Only here the selection takes place not among users, but among the communities of the social network.

What parameters can be set:

Budget (cost of posting a post).
Subject.
Daily coverage.
Number of participants.
Region.
Gender and age of community members.
Record coverage.
Date and time of posting (publics with free slots during the specified period will be shown).

The more precise you set your selection criteria, the more effective your impressions will be. There is no point in choosing the Moscow region if you provide services only in Novosibirsk. After you have specified all the parameters, MP will offer you a list of suitable communities. The choice is not limited to one public. You can specify several at once to reach a larger audience. After selecting communities, click “Post”, after which the entry will be accepted for publication. The time is selected automatically from the range you specify.