How to run advertising in communities through the VKontakte exchange?

Elvina Amirkhanova EXPERT

Editor of the portal Otzyvmarketing.ru. I have been working in the field of internet marketing since 2010.

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Article last updated: 06/15/2020

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VKontakte advertising exchanges help advertisers find thematic communities where they can post advertising materials and promote their products and services.

Such exchanges are convenient because from a large list of communities you can choose the most suitable ones by topic, price, placement conditions, number of subscribers and audience coverage.

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Administrators of groups and public pages can only process incoming applications and receive money for advertising. So, we invite you to get acquainted with the best VKontakte advertising exchanges today.

VK Advertising Account

We will begin our selection of the best services for advertising on VK, of course, with the official exchange of this social network. The built-in advertising account allows you to fine-tune ad displays and target your advertising exclusively to the target audience using many parameters.

Let us immediately warn you that it is better to entrust setting up a VK advertising campaign to an experienced specialist, especially if you have not previously encountered promoting your goods and services using built-in social network tools. There are a lot of nuances to this type of RK setup, especially when it comes to targeting.

Unlike most third-party exchanges that offer advertising on VKontakte, the built-in account allows you to find the target audience not only in thematic communities. You can use different ad unit formats: in the left column under the menu or in the news feed of users who are your target audience.

Rice. 1. An example of placing an advertising block from another “successful freelancer” in the news feed of VK users.​

After launching an ad in VK, you will see detailed statistics on impressions, transitions, geography and geolocation down to a specific street, age, gender, education, profession, interests and many other parameters in your advertising account. You can even select those users who are members of competitor communities.

Advice: try to customize your advertising as precisely as possible, reducing the audience to a minimum. This way you will not only save on advertising costs, but will also ultimately receive more dividends from your target audience.

The built-in VK tool for advertisers is also good because you pay only for the result: either for every thousand impressions, or for a certain number of clicks on the ad. In this case, you set the price yourself, and the system only shows recommended rates. You can set budget limits, and the advertising campaign will stop automatically if this limit is reached.

Experiment with ad formats to get the most out of your ad campaign.

Rice. 2. Examples of different VK advertising formats that users will see in their news feed.

VKontakte advertising works like an auction. The lower the cost per impression or click you set, the slower your ads will appear, and the fewer potential customers will see them. We recommend setting a price 2-4 times lower than the recommended VC; usually this is enough for effective promotion. When advertising urgent events, the price can be raised a little.

To achieve maximum effect at minimal cost, always set up advertising according to the following scheme: choose the right target audience → divide it into subcategories to check the effectiveness of each → create a good ad with a catchy picture and text → analyze the results to identify the best advertising units.

To run an advertising campaign in your VK account, you can appoint third-party performers who can fully set up and conduct advertising campaigns without gaining access to your account. They won’t even be able to see the budget allocated for advertising, so there’s no need to worry about security.

Tip: To understand which ad is the most effective, use split tests, changing some elements in blocks, and see which ad gets the best clicks.

And don’t forget about such a useful feature as retargeting. If a user who visited your site did not order anything, next time you can show him another ad, for example, with a very favorable discount. All users who visited your website or community can be collected in a separate database and ads tailored specifically for them can be shown.

Exchange Subscribers.Pro

The VKontakte effective advertising exchange allows advertisers to independently set the price for each person who joins the group or goes to the site. They can attract live subscribers to their communities and rent out groups, receiving a stable profit for this.

There are 2 modes of advertising in groups: automatic and manual. In the first case, the service itself selects orders based on the topic, location and age characteristics of subscribers. The community administrator only manually configures the number of posts per day and the time of their publication. The manual posting mode differs in that the community administrator himself selects posts based on the desired topic and the time of their publication. Thus, profits increase on average by 18-30%, since experienced administrators select advertising better than an automated system and take into account the needs of the target audience.

Placement is carried out as follows: after registration, in the specially displayed field, enter the address of the VKontakte group or resource that you are going to promote. Using filters, you set targeted settings: region, age, gender.

Then you create several advertising posts, complementing them with visual images to attract the attention of users. In order not to waste time creating a record yourself, you can use ready-made templates provided by the service. Next, indicate the price per person or per click. The higher the cost, the more willingly public administrators will take on your order for advertising. The last stage is replenishing your balance. After this, expect an increase in activity for several days. In your personal account, you can view detailed statistics of publications, as every click is recorded.

How to make money through the VK exchange

We have considered all the nuances of creating advertising. Now let’s plunge into the stock exchange from the other side, that is, consider earnings.

To publish someone's advertisement, you only need to indicate the amount you will receive for “renting space” on your page. After this, you will be contacted with offers, and you will decide which entry you will place on your page.

Please note that the rules of the VKontakte social network prohibit placing more than 5 advertising banners per day.

Exchange Sociate

Sociate is one of the most popular systems for automatically posting advertising materials on social networks. This service offers advertising on the three largest social networks at once. In addition to VKontakte, your advertising can also be broadcast on Odnoklassniki and Instagram. This increases the reach of the target audience and saves time on preparing advertising campaigns and selecting sites.

You don't need to communicate with administrators, arrange placements, or mess around with audience targeting. Simply select the groups you need using a convenient filter, selecting suitable topics, specifying the keywords of your advertising campaign, price range and other search parameters as desired, and then submit a request for placement.

Rice. 3. In Sociate, you can view the statistics of any site before submitting a request for placement.

After your applications are approved by community administrators, Sociate automatically tracks all posted posts and generates detailed reports online with screenshots of postings and graphs. Reports can be uploaded to a CSV table.

Money is debited from the advertiser’s account only after the system verifies that advertising has been placed in the selected communities and only after a specified period has passed, so you don’t have to worry about the security of your budget. In all VKontakte advertising exchanges, campaigns work according to the following scheme:

1. The advertiser replenishes the balance;
2. Creates an ad that does not violate the rules of the social network;
3. Selects sites for advertising;
4. Sends applications to selected communities;
5. Receives detailed reports with statistics of placed advertising posts.

Community administrators themselves set the cost of advertising, so prices can vary greatly even among statistically similar communities.

Tip: before posting, look at the current statistics of the selected site. Pay special attention to reach indicators and the number of views per day. These charts will help you track the dynamics in the group throughout the day and decide on the time of placement.

Always pay attention to the quality, frequency of content updates in communities and the activity of subscribers, so as not to waste your budget on “dead” groups.

The Sociate advertising exchange differs from many of its competitors in that it provides detailed reporting “live” immediately after the launch of an advertising campaign, which allows you to make the necessary adjustments in a timely manner to both current and new advertising units.

Detailed reports in the form of graphs and tables show the advertiser such indicators as CPC, CPM, engagement rate, clicks on external links and the socio-demographic portrait of users, as well as automatic screenshots of placed advertisements.

The application may be rejected automatically if the community admin does not have time to accept it before the specified time. This situation can be avoided by checking the box next to “Exclude “Sleepyhead”” when searching for sites.

Rice. 4. A convenient advanced filter of the Sociate service helps advertisers very quickly find suitable advertising platforms in VK.

To save time, creating large-scale advertising campaigns in Sociate can be entrusted to the service manager. Select sites in one of two ways: either find them using a filter and send proposals to administrators selectively, or create a task with a list of requirements for communities, and the administrators who are interested in it will respond to it themselves.

If for some reason you have not spent your advertising budget and want to withdraw the remaining funds, write to the service’s technical support and the money will be returned to you.

To increase security on the Sociate advertising exchange, we recommend enabling two-factor authentication using a mobile device; this can be done in the “Security” section.

The Sociate exchange has a small drawback: the service does not always correctly display clicks on links within VK and screenshots of closed communities are not displayed in reports.

Choosing a site

How not to make a mistake in choosing a site if you have not yet figured out all the intricacies. There are some tips:

• The total number of subscribers in a community is not so important as its attendance. Please pay attention to this when viewing community statistics.
• Join the group and read the comments. This will help to better understand not only the activity of users, but also their cultural level.
• If you have a product or service for a narrow circle of people, then the public should have a narrow focus. As a rule, advertising there is more expensive, but more effective.
• Place your ad for a couple of days so that you can adjust it if there is a poor response. If everything is fine, then you can place it for a longer period.
• Follow the statistics. It is specially created for your convenience and to increase the effectiveness of your campaign.

Is it possible to get by?

Whether to use the VK exchange or not is up to you. Of course you can do without it. What then are the ways of advancement?

• Search for suitable public pages manually and personally negotiate with administrators. But this takes a long time and is not particularly effective.
• Contact the professionals. But this is expensive and they, in turn, will work through the exchange.
• Try to promote your own group and attract as many users as possible. Long and tiring, to say the least.
• Provide a very cool service or sell a very necessary product, for which people themselves will come to you. But does this happen?

Of course, you are an adult and can decide for yourself what is best for your business. But what is the pleasure of doing business if it takes up a lot of your personal time? And services such as the VK advertising exchange are created solely for your convenience, so you should not neglect them.

Exchange Plibber

Another quite popular service for advertising on VKontakte is Plibber. One of the most significant differences between Plibber and other exchanges is the ability to place advertisements not only in communities, but also in the accounts of popular social network users.

This service also has a convenient filter, which, in addition to setting standard parameters, allows you to exclude from the search admins of communities that do not respond to requests for a long time, or show a selection of only new groups and public VK pages.

Rice. 5. The Plibber exchange, like Sociate, also has a convenient filter where you can specify, in addition to everything else, the percentage of the mobile audience for displaying advertisements.

Selected sites in Plibber can be combined into convenient groups, and the intersection of audiences can be assessed in different communities. The service allows you to track conversions and user behavior. Plibber has very similar functionality to the Sociate exchange with some minor exceptions.

Among the shortcomings, it is worth noting the lack of a function for publishing reposts and not the most detailed statistics in the reports.

Exchange LabelUp.ru

The LabelUp service is designed for collaboration between brands and influencers. The former create projects and post them on the resource page, and the latter respond and complete the necessary task. The platform helps brands attract new consumers to their products through advertising with bloggers. Any influencer over 18 years of age who has more than 3,000 followers and more than 15 posts on their profile can advertise a product. For public pages, the minimum audience is 10,000 subscribers. In addition, to work, you need to transfer your profile to a “business account”, linking it to Facebook.

Offers from all brands are not published on the platform, as the platform strictly moderates what is allowed to be advertised. Advertising products must be interesting and understandable to the audience. The work is carried out either through the LabelUp application, or through your personal account in the service’s browser page.

After registering in the system, you must confirm your contact information. Then go to the “Accounts” section, where you need to add a social network account. Most often, the service is used for advertising on Instagram. After you have filled out your profile, it is sent for moderation, which lasts from 1 to 3 days. If everything is good, you can start collaborating with brands.

New advertising campaigns are available in the "Available Campaigns" and "My Campaigns" sections - the latter is intended for personal advertising. After the task has received the “In Progress” status, you send the content to the advertiser and wait for approval. Amendments may be made on their part. Having agreed on the publication time and approved the picture and text, you can upload a new post. Next, you need to attach a task report, which the advertiser will check within 1-5 days.

It is worth noting that it is prohibited to change comments on old advertising photos or pass them off as a new post. In addition, using a photo that has already been published in the feed and publishing it with a different caption is also prohibited.

The brand must have on its balance the amount that it intends to spend on an advertising campaign with the influencer - the platform will freeze this amount after confirmation of cooperation with the blogger. The influencer, in turn, can request payment to a bank card, QIWI wallet or legal entity account every Monday until 12:00. The money is credited to the account from 1 to 6 days from the date of the request.

How to advertise your VK community

Your advertising post will probably be noticed by many people - after all, within an hour after publishing it in a group or public, it is technically impossible to publish another news. After this, your advertisement will move down in the community feed, but it will still hang there for more than a day - otherwise, VKontakte will not charge you money for advertising.

In order to create an entry, go to the “Advertising” section - a link to it is at the bottom of each page

Select “Advertising posts in communities.”

Click “Create an entry” in the upper right corner

Before you start making an entry, you should read and carefully familiarize yourself with the “Rules for posting advertising entries in communities.”

1. In the “Post Type” window we can choose whether to create a new post or repost any other advertisement. There is no restriction, but it is recommended to write no more than 280 characters for easier comprehension of the text. The technical limit is up to 16 thousand characters

1. In the post itself, you can add links to external or internal sites. For links within the VKontakte network, you can use short addresses.

1. You can add only up to 10 attachments to each entry - photos, audio recordings, videos, etc. This action can be performed using the “Attach” button, but no more than two attachments are attached to the repost.

1. The created post needs to be posted. Click on the “Create record” button.

After selecting a group, click on the “Submit for review” button, indicate the time period for posting your entry and wait for approval.

1. When managers react, your status will change:

• Approved
• Active
• Completed
• Rejected
• Expired

1. If the status is “Sent” or “Approved”, you can withdraw the application, but if the status is “Active”, this will no longer be possible. An advertising entry can be edited only if it does not have the status “Approved” or “Active”. Records that you do not need temporarily can be archived and returned at the right time.
2. The last step is statistics. Thanks to it, you will be able to monitor in detail the number of views of your advertisement and the number of “likes”, as well as the gender and age of people viewing the advertisement.

Exchange EPICSTARS.com

On this platform, advertisers can find influencers to promote their product and increase brand traffic on the social network, and bloggers have the opportunity to earn money by advertising. By working on the exchange, you can monetize services such as Youtube, Instagram, Facebook, VKontakte and the Telegram messenger. To be a blogger who advertises a product, it is enough to have at least 1000 subscribers on your blog. It is worth noting that there are over 2,500 advertisers on the site who are willing to pay for advertising their products.

To order advertising from the most suitable opinion leader, you need to add a task, indicating the type and format of advertising, as well as briefly indicating what exactly the blogger will need to do. You also need to top up your balance with the amount you allocate for the advertising campaign (the service will freeze this money to pay the blogger). After moderation in the “search for bloggers”, you can independently begin to search for people who will agree to advertise your product.

Bloggers start working on the exchange in the following way: after registration, they need to add an Internet platform and log in to it. When the “Site Information” field opens, you need to describe your blog in an interesting way - this way you will be able to attract the attention of more advertisers. We indicate the topic, prices of our work, restrictions on offers and the location of your stay, and click “Save”. Next, the blogger will receive offers from advertisers in the task feed.

There are several advertising formats on the exchange. A person can mention a product in a video, publish a post with a photo, create a promotional video, make a full review, organize a contest with a product giveaway, or insert native advertising into their post. On average, advertising with an influencer will cost about 1,000 rubles - for this amount you can order from 4 to 10 thousand views, depending on the popularity of the site. The service recommends collaborating with several bloggers at the same time to increase the effectiveness of your advertising campaign.

VK Publer advertising monitoring service

Publer is one of the most powerful services for working with advertising posts and teasers on VKontakte. This exchange is paid, only 10 requests are available in the trial version. However, you can pay for such functionality.

Rice. 6. In Publer you will find tools and audience settings for every taste.

Here are some of the useful tools of this “monster”:

• search by advertising posts: by text, links, redirects and other criteria;
• search for VK teasers, which takes into account the gender, age and geography of the target audience.
• search by communities even according to criteria that are hidden from prying eyes in the statistics of these publics;
• analysis of communities showing the most detailed information about them, including the dynamics of the number of subscribers, popular posts, activity over different time periods (from an hour to several months).

Business owners using the Publer service will be able to track how and where their competitors are advertising. Publer also allows you to monitor current trends, products and services that are in greatest demand. Publer's capabilities go far beyond the standard exchange and offer extensive tools for running advertising campaigns on VKontakte, Odnoklassniki, and Instagram.

Data is updated here online, and posts on all VK groups are updated within approximately 10 hours. This is enough for maximum coverage of advertising materials, since posts usually last 24 hours before being deleted from public pages.

Withdrawing funds from the exchange

The cost of advertising will be credited to the community if the advertising post was published and was on the wall of the group or public for at least 24 hours.

Money earned from advertising can be kept indefinitely. Withdrawal of funds is possible at any time - it occurs through the SocialCentrum

. with a minimum commission. Funds can be transferred to YandexMoney or WebMoney wallets, and for legal entities it is possible to make a non-cash bank transfer.

To withdraw funds, go to the “Advertising Exchange”. There you will see the “Community Advertising” option, your balance and the “Withdraw Funds” button. By clicking on it, you will submit a request to withdraw funds - all you have to do is indicate the address of your wallet.

As for the size of the commission, it is indicated in the community interface and depends on the size of the community. For small communities with a coverage of 10-20 thousand people, the commission will be 20%, and for large communities (500 thousand people or more) the VKontakte commission will be maximum - 45%.

If you have any questions, you can always contact the Advertising Support technical service.

Want to know more about making money online? Here you go: 50 best ways to make money online

Summary

There are not many good advertising exchanges in VK today, but those that exist definitely cope with their task. It is better to entrust setting up an advertising campaign to attract the target audience from VKontakte to an experienced specialist who can more accurately determine the target audience and save your time and money. As practice shows, newbie advertisers very often spend their budget inappropriately and at the same time do not achieve the desired conversion.

Without audience segmentation, split tests, retargeting settings and detailed analysis of advertising campaign statistics while it is still running, it will be very difficult for an inexperienced advertiser to achieve the desired results.

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How to connect the VKontakte advertising network

If your community is connected to the advertising exchange and meets the requirements of the RSVC, the “Monetization” item will appear in the management menu.

In order to connect your public or group to the VK advertising network, do the following:

• Go to the “Monetization” section;
• Click the “Connect” button;

• You will be taken to the SocialCentrum website. Log in to it using your VK account;
• Go to the “Advertising Network” section;
• Opposite your community there will be a button “Connect to RSVC”. Click on it.
  Read also:  VKontakte discussions - creating and setting them up in the community

After this, the connection application will be sent for verification. Officially, moderation takes up to seven days. In reality, the process can take a month.

Experience shows that if a community has been undergoing verification for a long time, the process can be speeded up by sending a letter to technical support (proof).