The advertising format in the VKontakte news feed was conceived to promote your business through the social network. For those who have opened and run their own groups, it is possible to set up the display of posts from them to a wider audience using targeting, that is, in essence, this is the same target vk. The difference is that here you can promote only posts published in your group, or create new ones, but only if you have administrator rights.

Features of advertising in the VK news feed.

• Advertising posts can be shown in the news of any users without spam, legally.
• The news hangs for as long as you like, unwinding happens slowly.
• Low cost per click with precise targeting settings.
• You can create a new message directly in your advertising account and disable its display to group subscribers, so as not to waste your budget.
• Likes and reposts are given, that is, if your proposal is interesting, you can expect it to go viral.

You should know that you are allowed to create one ad per post in the community, no more. Therefore, most often such advertising is used to attract attention to new discounts, promotions or events. Also this effective way increasing awareness of your brand or some promoted product.

Entries from closed groups are not accepted for posting on the VKontakte news feed, which is quite logical, that’s why they are closed.

The format is very expanded - in addition to text, pictures, videos, surveys, maps are added, that is, there are practically no restrictions. This makes it possible to catch the user’s attention with creative offers, but do not forget that the ads are moderated by VK, which, as usual, is very strict.

How to make and place advertising in the VKontakte news feed.

Everything here is the same as in setting up a targeted campaign - go to “advertising-targeting-create ad”, click “community post” and enter a link to the page with the post.

If you do not want the ad to be shown in the subscribers’ feed and in the group itself, which is quite logical - its members can already familiarize themselves with all the offers in the community, we create the so-called “hidden” advertising.

To do this, click “create record”. To write a new post, you are asked to indicate the community on behalf of which it is being written.

Let's continue

Pay attention to the explanations at the bottom of the window - community members are excluded from the display, and money from advertising budget they will not spend money on them. To familiarize your subscribers with your offer, if necessary, you can create a new message in the group itself and it will not cost you a penny.

Now turn on your imagination, peek, write text and upload what you need - pictures, videos, audio, surveys or maps. You can insert a button with a link to a community or external site, as well as a phone number for contact (ordering).

Campaign settings in the feed.

There are some differences from the usual settings. For example, when creating a new entry in targeting, your group is excluded from impressions

When choosing a price, there is no payment for clicks, there is only a payment “for 1000 impressions”, and limiting the display of a post is allowed up to 1 impression per person (in this screenshot, targeting is not configured, the coverage is “for everyone”, hence the cost).

That's it, wait for moderation, and after approval the ad will start rolling out automatically.

Yes, it’s simple - open a new community, even a fake one. Here it should be said that VK will not allow you to launch a campaign if it is not formalized - there is no logo in the avatar, name and information about the company, or any contact information.

If you use the group purely for advertising purposes on various topics, you can call it neutrally, like Virt-Cap (whatever came to mind). And from it, send advertising posts for various offers to the news feed. It is created simply: in your VK account, go to “groups - create a community” and further along the list.

All about VKontakte advertisements

We continue the series of articles devoted to promotion using targeted advertising on VKontakte. You can find out what targeted advertising is and how it is used in our article - link.

Two types of VKontakte ads

Moreover, each type has several formats that are created for a specific type of advertising. To select the one you need, log into your advertising account, go to the “ Targeting» - « Create an ad».

Advertising posts in the news feed

As you can see, it differs from a regular entry only in the small signature in the upper corner “ Advertising entry».

Advantages:

This view is displayed directly in the news feed, which increases the number of views. Accordingly, a large coverage of subscribers.

Displayed as in full version site, and in mobile applications And mobile version.

VKontakte offers a choice of three types of ads for the news feed

Let's look at each of them in more detail.

Carousel- a type of advertisement that is suitable for promoting services or goods. You can use from three to 10 links in your ad. In this case, each link will be a product or service card. Such a record looks like this:

Requirements for advertisements:

- The number of product or service cards must be from 3 to 10

- Heading length for each card from 3 to 25 characters with spaces

- Image at least 400 px in width. Animations are not supported.

- The price of the service is from 0 to 10 billion rubles. In this case, the price is indicated either for all cards or for none.

- You can attach a button with a call to action (“go”, “open”, “order”, etc.) to each card. All cards or none should have buttons.

- You cannot attach other attachments to the post

- The statistics display the total transitions for all cards. To get statistics for a specific card, you can use UTM tags.

2) You must select the community on whose behalf the entry will be posted. If you don’t have a community, you need to create it and fill it with content.

3) Now you need to create ad text and add product cards.

4) Fill out the page of this card.

- Upload an image that must be at least 400 pixels

- Enter the title

- Add the old price (if there is a discount on the product)

- Add the price of the product

- Add a button

5) After this, create at least 2 more cards by selecting “ Add a card».

6) Proceed to setting up your target audience. Set the parameters you need and you can send the entry for moderation.

Universal recording

Universal recording - a type of VKontakte advertisement that is used to promote any product, product, application, community, record, etc. By selecting this format, You can use all the possibilities social network: attach a photo, video, survey, etc.

2) Now you need to create a new entry for advertising, or select an existing one.

When creating a new post, you must specify the community on whose behalf it will be posted. If you don’t have it, then create it and fill it with content.

After that, click on the “ Create».

4) Set up your target audience and launch your advertisement.

This type of ad may contain a button with a call to action (Buy, Download, Order, etc.). It is worth noting that when choosing this type, only payment for ad impressions will be available.

3) You need to set up your ad.

- Upload an image

- Create a title (from 3 to 80 characters)

- Select a button to record. It is worth noting that when advertising different products (site, group, etc.), the names of the buttons will be different. You can also remove the button by clicking on the cross next to it.

4) Save the recording and configure target audience. After that, you can run your ad.

This type of ad is suitable for promoting third-party sites, applications and VKontakte communities. The main disadvantage is that posts are shown only in the full version of the site. An example of such advertising is shown in the screenshot below.

VKontakte offers 3 types of advertisements on site pages.

External site

2) Select " External site».

Image and text

Large image

5) Set up the target audience and send the ad for moderation.

Community

3) Select one of the available ad options

Image and text

Large image

Community promotion

4) Set up your target audience and launch your ad

Application

Suitable for promoting games and applications hosted on a social network. If you are an application administrator, you can pay for its advertising using VKontakte votes.

Square image

Image and text

Large image

Special

Application Showcase

4) Set up your target audience and launch your ad

Just so you know, this article will be accompanied (with pictures and quotes) by the film “Pulp Fiction.” Why? Yes, because for me advertising on the Internet is like a Tarantino film - all parts of the plot are divided, mixed up and shown in the “wrong” order. Why then am I writing about this? To prove: if I figured it out, anyone can do it.

I really can't stand introductions in articles. It is often difficult to start somehow normally, without all these “Well, well. Let's move from theory to practice."

Mia: Do you hate it too?

Vincent: Hate what?

Mia: Awkward silence. Why do people have to say some nonsense just to feel at ease?

Vincent: I don't know. Good question.

(c) “Pulp Fiction”

First, briefly for those who like to read only the beginning of the article

Imagine, now you can get money with your advertising not only using Direct and Adwords. Now (after reading this article) you can spam any posts of your users in the news feed. Any users. A! What an idea!

When creating your advertising posts, you can take advantage of all the hospitality of VK: attach songs, polls and anything else. You can also customize your target audience in the best traditions of online advertising: select users by interests, city of residence, age, etc. You can also parse the audience from communities of interest using special services (for example, Cerebro): find the specific people you need, and even get their friends.

Relatively cheap, easy to make, suitable for any (except elite) business. All in all. gotta take it!

But that's it in short :)

There is no need to “think” about anything. Need to know. (p.) “Pulp Fiction”

1. Your ad will hang in the feed of your target audience until they are blue in the face (well, or whatever you want). Well, or until the user does something with it (clicks, hides, etc.).
2. There’s also this cool thing: you can embed additional pixel codes, which can then be used to track cross-channel marketing campaigns.
3. You can also add a VK retargeting pixel and watch how the number of people who see your post grows (or does not grow).

Pros

• No need to worry about the type of ad. Thanks to VK, your posts will look equally great both on a tablet and on a big screen.
• By the way, about different platforms. It’s very cool that users of different gadgets will see one ad.
• There are more chances to get into the halo of attention of a person who rarely hangs out in your community.
• You don't hit the nail on the head with your advertising. Advertising posts fit very nicely and neatly into the user’s feed. Plus, they also alternate with regular ones: VK will show ads no more often than once every 25 posts.
• If you set your target correctly, the click will be impressively cheap.

In what cases can it be used (usually others use it)

Creating and setting up an ad

I think when this whole mess is over, you will understand. You will understand that everything is fine. And you will fucking smile at yourself from the mirror. (c) “Pulp Fiction”

Important!

1. You can only promote posts that are published by the community. That is, no personal advertisements about “Garage for sale.”
2. It’s logical (I’ll say it just in case) that you can’t promote recordings of closed groups and events in the news feed. Because they are closed :)
3. One entry = one ad. And it won’t even work with anyone else. There is also important point: if you have archived your account, you will not be able to create a new ad on an already used one. Don't be lazy.
4. You can only promote posts from communities for which you have admin rights. By the way, in the near future VK was going to be generous with special advertiser rights.

Requirements for communities

• The business description should include the brand/company name and general information.
• Logo in the community avatar.
• Contacts: phone, website, mail, office address, or at least one of the above.

How to start promoting community posts on VK

Let's start together, hand in hand.promoting your community posts on VK.

Not so difficult, would you agree?

I’ll explain it for those who are especially smart. I'm not here to ask for anything. I'm here to tell you what to do. And, if the instinct of self-preservation is not alien to you, go ahead and start running. I'm here to help. But, if my help is not appreciated, I wish you good luck, gentlemen.

(p.) Woolf “Pulp Fiction”

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Hurray... We've waited!

July 1, 2015 VKontakte launched a new advertising format for public access Post promotion.

To give you an idea of ​​why I'm so excited about this news, here's an example of how post promotion works on my Facebook page:

Those. users don't perceive It’s like an advertisement, people like it with pleasure and share it with friends.

It grows accordingly organic reach audience who sees your advertisement.

(On Facebook, the interaction of network users with advertising is several times higher reduces its cost. But more on that another time...)

Who can take advantage of the new advertising format?

All advertisers who meet a number of conditions can launch and try out the capabilities of the new format:

• have at least ten thousand rubles,
• manage the community from five thousand people.

What else do you need to know before running advertising?

• On one entry can only be created in the system one ad.
• You can only advertise posts from communities in which you have rights administrator.

(In the future they promise to add advertiser rights…)

• On at the moment Advertising posts are only shown in the full version of the site vk.com. (But they will be added in the mobile version of m.vk.com and in mobile applications.)
• To promote community posts Only payment method available for impressions. You should set the cost per 1000 impressions (uCPM).

(In the future, other payment methods are expected: for clicks (CPC), for video views (CPV).)

• The cost per 1000 impressions should be indicated in the range recommended values. If the price is less than the minimum recommended value, the ad may not be shown to anyone.

You can read more about promoting posts in Help for targeted advertising on VKontakte.

If you are satisfied with everything you read above, and there are more than 5,000 people in your community, you can proceed to setting up advertising.

How to set up VKontakte Post Promotion

#1 Top up your account balance

Your first step is top up your balance advertising account up to 10,000 rubles.

#2 Create a new post on your community wall

In the future, tests and statistics will show which publication format is more effective...

Create a new post on your community wall

Create a new post on your community wall and publish it.

Click on the posted publication to copy its link:

To do this, go to your advertising account and select ad format Post in the community:

Clue: Take a look at your community statistics and look at the demographics of your active members: gender and age. Why pay to display ads to non-target audiences?

Be sure to segment your advertising audience by interests:

Be sure to segment your advertising audience by interests

(You’ll have to rack your brains here; many requests are simply not in the VKontakte advertising database.)

2 — Indicate the amount you are willing to pay for 1000 impressions of your ad.

4 - Before you click Create an ad, read carefully

Dmitry Kovalev

The article will be useful to those who want to promote goods, services or communities using VKontakte public pages, but do not know where to start. After reading, you will learn how to select groups with your target audience and create posts that help achieve maximum conversion.

Audience identification

Before looking for communities, find out who yours is potential buyer and make his portrait.

Identify needs. Find out what need your product or service satisfies. It should be one thing that unites the target audience. Surveys and forums will help you figure out what customers want.

Find out about interests. Find out about the interests of your audience to decide on the topic of the group.

The Cerebro Target audience search tool is suitable for this task. It allows you to analyze the interests of potential clients of the selected community.

In the “User Analysis” section, insert a link to the group in which you assume your target audience belongs.

“Cerebro” will well complement another tool located in the Facebook advertising account − Audience_insights. It shows the marital status, position, and top favorite sites of your audience members. And if you are studying the market in the USA, then in addition to the above, you will also have access to the salary level.

Determine gender and age. First, these parameters will help you choose groups with the right audience. Secondly, make the message in your post more personal. The service from Mail.Ru will help you find them out.

Selection of communities

After compiling an avatar of audience representatives, collect as large a list of pages as possible to which potential clients can subscribe. To do this:

1. Use the Community Search on VKontakte.

1. Find groups through " Market platform" V personal account.

1. Use third-party tools to work with VK groups, such as “Publer”. To start the selection, go to the “Publics/Profiles” section, subsection - “VKontakte Publics”.

Community Analysis

When you have a decent list of groups on the same topic, check each of them according to five criteria.

Availability of target audience

To find out whether your potential clients are members of a community, check the gender, age and geography of its members. This data can be viewed in the “Statistics” tab.

Check the presence of an audience in the group by gender, age and geo

Participants' activity

If there are people of the right age and gender in the group, we check it for involvement. This indicator is abbreviated ER (engagement rate) and is calculated using the ratio of actions to coverage.

To understand whether ER is normal in a group, compare it with the indicators of leading communities in this topic.

Bots

You can find out the percentage of bots through the VKontakte application: “ Searching for “dead” members and subscribers" To do this, go to the application, paste the link to the community and click “Scan”.

The presence of bots is also shown by Pubbler.

Typically, groups have 10–20% bots. Anything more is a scam

Another way to check a community for “dead souls” is to look at the outflow of subscribers. To do this, look at the number of unsubscribes in the page statistics. A high jump in the graph of unsubscribers is a clear sign of a large number of bots.

Coverage

Reach indicates the number of views of a post in a news feed or on a community wall. Only unique users are taken into account when calculating this metric. Moreover, VKontakte does not count fast forwarding of an entry in the feed. A person must pay attention to the text or image. You can also see this indicator in the group statistics.

The normal reach rate is 10–20% of the total number of subscribers. If a million people subscribe to the group, the reach should be 100,000 - 200,000.

Advertising entries

If competitors placed only 1-3 times, most likely their advertising did not bring results. It is worth checking her for professional suitability (read about this in the “Writing a post” block).

If competitors’ advertising posts are published regularly, most likely the group has the audience you need. And to get a part of it, distance yourself from competitors with the help of creatives and unique selling propositions.

Accommodation

Via administrator

To place directly:

1. Find the administrator's contacts on the page. If they are not there, write your proposal in a message or in a sentence on the wall.

1. Agree on the price, time and conditions of accommodation. By purchasing a package of accommodations at once, you can negotiate a discount. But buy more than one at once advertising space should only be done in already verified communities.
2. Choose the posting time based on subscriber activity. If the seats are only available for a period of low activity, ask the administrator to reduce the price a little. You can view the activity in Pubbler in the “Detailed Statistics” tab.

1. Submit the post for approval. Please note that edits may need to be made. Therefore, it is better to send the recording in advance so as not to redo it five minutes before publication.

Through the VK exchange

Publishing through the VK advertising exchange is 10-15% more expensive. Suitable for those who do not use third-party tools to search for communities, since the service itself offers accommodation options. And also for those who do not connect third-party metrics to analyze the effectiveness of advertising, because in your personal account you can see detailed statistics after the campaign.

To post through the exchange:

1. Create an ad and submit it for moderation.

When is the post will be tested, it will appear in the “Active” tab - you can place it. If it doesn’t work – “Rejected”. In this case, the moderators will definitely indicate the reason, after correcting which the ad can be sent back for moderation.

1. Using the specified parameters, find groups for placement. You can search for them based on topic, budget, coverage, number of participants, etc. However, you won’t be able to find a specific community by name - the service itself will offer options.

1. Submit a request for accommodation. Your ad will be automatically placed within the time range you specify.

Composing a post

Once you have agreed on publication, prepare advertising post.

1. In your ad, take into account the audience’s needs and tell them how your product will solve their problem.

1. Analyze competitors' advertising, if any. Then come up with unique offer and post design so that your creatives stand out from the general background.

1. Study the content of the public in which you plan to post. Finding out which ones are the most popular will help you better understand your followers' interests. This will help make a more interesting and less promotional post.

1. Fill the text with emoticons to make it more noticeable and focus attention on the main thing. Just don’t overdo it, the post should look natural, and the emoticons should be meaningful.

1. Shorten long links in the text using vk.cc or Google URL Shortener. This way the recording will take up less space, look neater and, most importantly, inspire more confidence.

1. The image should be catchy so that your post is noticed in the feed, but at the same time relevant to the offer.

1. Write a catchy title. To do this, bring the main benefit to it. If it does not interest the target audience, then no one will read your text, even the most useful and selling one.

Working with comments

Negative. After publishing a post, people will leave comments under it, and not always positive ones. Therefore, try to work off all the negativity.

Informational. People can also ask questions: “how to order”, “how much does it cost”, “what is the advantage of the product”, etc. They also need to be answered in a timely manner.

By outsiders. Any off-topic comments can be asked to be deleted by the administrator.

Evaluation of results

To make it convenient to keep statistics and analyze the results, create a table in Google Sheets or Excel with the following fields:

• name and link to the community,
• advertising post,
• accommodation cost,
• date and time of posting,
• administrator contacts,
• number of transitions,
• number of applications,
• ER groups,
• profit.

For data on transitions and applications, see Yandex.Metrica. And to distinguish your advertising posts and the communities in which you are posted, add UTM tags to your links. This topic was discussed in more detail by Dmitry Dementy in the article: “”.

If you were placed through the VK exchange, in the advertiser’s personal account after the advertising campaign you will be able to see:

• the total number of users who viewed the advertisement and their distribution by gender and age;
• the number of unique users who followed at least one link in the post;
• number of users who shared, commented or liked the post;
• the number of subscribed users, if the community was advertised;
• number of applications per group.

To open detailed statistics, click on the corresponding icon in the section of the corresponding advertising campaign.

If you sent a request directly, but there is no way to connect the metric, ask the administrator for post statistics before deleting it. She shows:

• overall reach and subscriber reach;
• likes, reposts and comments;
• the number of users who have hidden a post from their news feed;
• number of complaints about the publication;
• the number of people who clicked on the link in the post.

Repeated placements

If your first few posts in the community are successful, continue posting. But keep in mind that the ad conversion rate will decrease over time. Most members will notice your ad after a few placements, so they will ignore it next time. To overcome banner blindness, update your post every few placements.

• Test the new header.
• Change emoticons.
• Change the structure of the text.
• Post with a different image.

Give your post a new look and users will start noticing your post again.

For example, I posted several times in the community with the following announcement:

The first placement brought ten leads, the second - eight, after the third there were only two applications, after the fourth - three.

I changed the photo, came up with a new title, added different emoticons, and the next day I posted in the same group.

Repeated postings with a new post brought eight, and the second time - seven applications. Despite the fact that the text of the ad remained the same, only its visual part and the title changed.

Search for new communities

To increase your reach, you need to constantly look for new groups to post. In order to find similar communities, use a tool to find the intersection of audiences, for example, such as Cerebro Target. In it, you can follow a link to a public page in which you have already successfully advertised and find similar ones, which will contain some of the same subscribers. To do this, go to the “Audience search” section, the “Groups with target audience” subsection and paste the link to the desired page.

Groups can be filtered by the parameters you need and download links to them as a text document or in Excel.

To find audience overlaps, you can use and free analogues, for example, the application "