The VKontakte advertising account allows you to advertise your products and services to users of the social network in different ways. For each method, the budget is replenished separately. How to put money on VKontakte advertising:
- Bank card.
- Payment terminals.
- Electronic payments.
- Vote.
- Cashless payments.
- Services (for example, Active Traffic).
Important: if you decide to use non-cash payments, you will not be able to top up your personal account using other methods. The payment type cannot be changed, so choose wisely.
Payment terminal
The minimum payment amount is 500 rubles. Payment for targeting is possible through the terminals listed on the description page. VKontakte regularly updates its partner database, so always check the website for up-to-date information. To pay, you need to know the ID of your advertising account, which is located in the settings and duplicated in the “Payment Terminal” section.
VKontakte advertising targeting capabilities
To more precisely customize the display of advertisements, there are detailed parameters: geography, demographic data, user interests and retargeting options.
Geography
- Cities and regions. The advertiser selects the desired countries, regions and localities where, in his opinion, the target audience of the post is located.
- Select on the map. The user specifies a point on the map and designates a radius around it ranging from 500 m to 40 km. Next comes the choice of location, the system offers to note the behavior of the potential audience based on the time of appearance on the network: regular presence, work or residence.
Demography
The advertiser is asked to configure the following items:
- gender: any, male or female;
- age: strictly from 13 years;
- birthday: birthday people will be able to receive additional bonuses;
- marital status: from “there is a relationship” to “everything is complicated.”
Interests
The largest section for settings, allowing you to select:
- interests and behavior of the audience, based on actions on the VKontakte network and other sites;
- communities to which intended visitors are subscribed;
- activity in communities, that is, any actions of the audience within these communities, for example, like or comment;
- apps and websites used by the target group;
- “except” option – hides the advertising post from visitors to individual sites or applications;
- education and work of the audience according to the data specified in the profile;
- devices, browsers and operating system for the last 14 days from which the user appeared online.
- travelers, that is, those people who have accessed the Internet at least twice over the past 6 months from addresses in other countries.
VKontakte retargeting and VKontakte retargeting pixel
Retargeting is repeated interaction with users who have already taken some action on an advertising offer, for example, watched a post, visited a website, or left their data.
VKontakte offers the following types of retargeting for verification with accounts and subsequent display to these accounts:
- by file with a list of clients’ email addresses or phone numbers;
- by file with a list of internal user IDs and gadget IDs;
- on interaction with an advertising post;
- by QR code;
- for similar audiences using look-alike development;
- on dynamic changes;
- by the created pixel.
The last point requires special attention. A retargeting pixel is a code for inserting into a website, written in JavaScript. It helps to track all site visitors in order to then show them advertising on VKontakte.
Important. First you need to configure the pixel itself, and then the audience.
Vote
Voices are gradually going out of use, so on the site you can only use them to pay for application advertising, provided that you are the main administrator. To do this, select “VKontakte Application” and select the desired item.
Once the ad starts running, votes will start to be wasted. Money from your personal account will only be used if the votes run out completely. You can replenish the budget at any time, but in the absence of votes, it is much more profitable to replenish the advertising budget rather than them.
Promo posts
Sponsored posts are promoted posts of products, services or communities that users see in their news feed, regardless of whether they are subscribed to the community or not. This type of promotion has a number of advantages:
- are not blocked by spam blockers;
- the user does not immediately understand that this is an advertisement, and therefore has time to read the entry;
- can be configured separately for both PC and mobile, allowing you to reach a specific audience segment.
A nice addition was the addition of a link in the “button” format. It can be changed at your discretion.
Such posts are suitable not only for promoting promotions, competitions, but even articles or websites. Use all available media tools: pictures, audio recordings, video content, text. To create a promotional post, you must be a community administrator. Next, follow these steps:
- Post a post on the public wall;
- Click the “advertise” button, the system will automatically redirect you to your personal account;
- Set up options: cost, number of impressions;
- Submit your entry for moderation;
- Follow the results.
If the post has not passed the site administration’s review, then it’s worth working on the group’s content. It should be interesting, and most importantly original. Or edit the post itself.
In your post, please include a link to the official website or VK community. Process each entry depending on its purpose: foreign language courses, clothing store or vacation abroad. Everyone needs a different approach and mechanisms of influence.
Cashless payment
The non-cash method is available only to legal entities. You will receive an invoice for VKontakte advertising if you provide your company details. You cannot link more than one TIN to an account.
Through services
For example, through the Active Traffic service. Here you can replenish your advertising account budget, track the effectiveness of its spending, automate advertising campaigns, and get ad statistics: number of impressions, conversion, etc.
Features of advertising in VK groups
This also has its own nuances and subtleties; the advertiser will have to analyze two important aspects: the choice of a specific community and the method of submitting an ad to it. You can submit ads through the market platform or directly in agreement with the public administrators.
How to choose a suitable public
The group must be active: users like, comment and repost posts.
Pay attention to the number of views per post (the “eye” icon and the number in the lower right corner of the post).
Use third-party services that allow you to obtain data on interactions with subscribers for any community for a specific period.
How to advertise in a specific community
Option 1: through the administration. The advertiser writes his offer directly to the group messages, or finds administrators or moderators in the community contact lists and writes them a request via private messages.
Option 2: through the market. The advertiser determines the topic of this community and the exact number of participants. Next, it places this data on the market and sets a budget. In the list of groups that appears, select the desired community, reject the rest and place an application.
Questions and answers
– Is it possible to return the funds?
No, before you pay for VKontakte advertising, make sure you are using the right funds. You can top up your budget at any time, so it's best to start small and control your expenses.
– Why show ads on VKontakte if there is contextual advertising?
Marketing is a complex task that must be solved using different methods. VKontakte has many different tools: attaching videos, photos with text, posts with buttons, geolocation, which increase the CTR of ads (Click-Through Rate, click-through rate). It is possible that it is VK advertising that will bring you the most clients.
Types of advertising on VKontakte
The largest social network in Russia and the CIS countries offers its users two types of promotion:
- Advertising in communities. This option is for posting paid posts in communities and public pages.
- Targeting. This is a type of advertising in which the ad is shown to a pre-selected target group of people.
Both methods are effective, but targeted advertising allows for more precise tuning of the parameters of the target audience. Advertising in communities gives only an approximate orientation based on the topic of the public.
Analysis of statistics for the Republic of Kazakhstan
Basic statistics on ads are available in the “advertising records” section. At the bottom of the page a list of active ads and basic statistics on them are displayed:
- Spent - the total amount of money spent on the ad.
- Impressions - the number of unique impressions of the ad.
- Transitions - the number of unique clicks on an ad.
- CTR - ad effectiveness (number of views ÷ number of clicks).
- eCPC - average cost per click.
- Reach - the number of unique users who saw the ad.
Click on the “detailed statistics” link to see additional information. On the page that opens you can see the number of hides and complaints, as well as all the information about the ad. The information is displayed in the form of a graph for the selected time period.
In the detailed statistics of an advertising entry in the news feed, you can see specific data for this type of advertising:
- Subscriber reach is the number of unique ad impressions to subscribers of the community on whose behalf the ad was published.
- Non-subscriber reach is the number of unique ad impressions to users who are not subscribed to the community on behalf of which the ad was published.
- Free reach - users who saw an advertising post from reposts (such impressions are not paid).
Also, the record statistics display the number of entries, transitions to the group, card and link. On the right is the evaluation of the advertising campaign by the VK algorithm. The tag is calculated based on the ad's performance compared to other ads of a similar topic. Ratings help you measure the effectiveness of individual ads.
Market platform on VKontakte
A market platform is a way to submit an advertising post through communities and publics that have expressed their desire to participate in the exchange. The advertiser will have to choose the topic of the community, the number of participants and, based on the nature of his ad, choose the right one.
If the task is to quickly promote another group, promote a brand, talk about a new project to the maximum audience coverage at a fairly low cost, cooperation through a market platform is superior to targeting.
Pay for impressions or clicks: what to choose?
When setting up advertisements on website pages, two types of payment are available: for impressions and transitions.
In case of payment for transitions, funds from the budget are debited for each click on the advertising banner. The more clicks a banner gets, the lower the cost per click.
When choosing the transition cost, the system sets its own amount. Feel free to divide it by ten and gradually increase it if necessary.
Paying for clicks is suitable for advertising third-party sites, online stores, and CPA products.
Pay per impression allows you to pay for every thousand impressions of a teaser. Don't forget to check the box next to "Limit to 100 impressions per person." This is necessary to save money - it is better to show the ad regularly, especially if you pay for impressions
Five cases when it is profitable to pay for clicks
Let's list a few points:
- When you buy clicks for someone and agree on exactly how many people should click through the ad to the page.
- You are satisfied with the prices and do not want to experiment with the effectiveness of impressions. Just pay and get money for one transition.
- If the ads are shown to a huge audience, then VKontakte will quickly show your ad and exhaust your budget. Even the meager cost of display will not save you.
- In competitive niches with a wide audience.
- If the goal is to make as many impressions as possible for a specific audience. Place the minimum bet per transition. If you targeted a small city, plus indicated the age of the audience. By the way, you will have a lot of impressions in this case; if you charged for impressions, it would cost you an incredible amount.
Now let's summarize the advantages:
- You can predict exactly what budget you need and how many people will go to your page;
- There is no need to monitor the effectiveness of impressions.
Flaws:
- Not shown at low cost;
- The system recommends a bid that is 5 times > impression rates.
Four situations when it is more effective to invest in impressions
When it might be:
- If you are sure that you can choose the right target audience, leave only those who are active and suitable for the conditions.
- When an ad needs to be shown to more people in the shortest possible time.
- When you work with a retargeting base and target it.
- When the cost per click is very high.
Let's summarize the advantages:
- 4 times cheaper than paying for impressions;
- If you study your audience and choose the right ad display options, you can get a lot more visitors (compared to paying for conversions), and for little money;
- Faster audience reach.
Flaws:
- It is impossible to predict the number of transitions;
- You need to monitor the effectiveness of your advertisements. There is a chance that your ads will show and you will get fewer clicks as if you were paying for the click.
If you have problems selecting the optimal option, you can order advertising setup from professional targetologists.
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Registration in the GetUniq service
Next, the GetUniq service registration window opens (see screenshot 2),
where we fill in the following fields:
- indicate your email;
- come up with and write down a password;
- repeat the password;
- write captcha;
- Click on the green “Register” button.
If you entered everything correctly, a new window will open to activate your account. Of course, you can enter your e-mail and password there, but it is better to go to the previously specified email and click on the received link from the service. You are taken to a page where all the services that Get uniq works with are listed. In our case, there should be payment for advertising in Contact, we select this social network, click on the plus sign (see screenshot).
A window opens showing the rules for working with the GetUniq service, read them, now press the green + button, a new window opens showing the rules for placing ads in Contact. If you have read these rules before, you can skip them; they are taken exactly from the VK social network. If you have not read these rules, then you should read them carefully. The fact is that it is not so easy to undergo moderation of advertisements; you must strictly follow the rules. We agree with the rules, check the box, click the “Agree” button and move on.
Analysis of the results of an advertising campaign in VK
“Personal Account” allows you to see current statistics in real time. But it is convenient to collect data in other formats, for example, Excel or Google Sheets. With their help, they track the effectiveness of various advertising tools.
Rules for advertising campaign analytics
There are approximate indicators by which the success of a campaign is assessed:
- Availability of the target audience: whether the group was chosen correctly and what parameters were set.
- Participants' activity: what actions the advertiser received from users.
- Presence of bots: how many empty accounts that are not potential clients were involved.
- Reach: the total number of the entire audience.
- Advertising posts: which type of advertising gave the best results.
