Last time . Today we will continue to look at formats advertisements. And let's look at social networks. Advertising in in social networks may also look very different, let's figure it out.

In contact with

Image and text

Small format advertisements that appear on the left under the main menu. An option is possible with a small picture, title and text, or with a large picture and only the title. From such advertisements, a link can lead to any of your resources.

Community promotion

Special

Advertising Community Posts

You create a post in your community, run an ad on it, and this post appears in users’ feeds among posts from the communities they are subscribed to. It looks like a regular community post, but it’s not immediately clear that this is an advertisement. This type of advertising is also called native.

Advertising in communities

If you are interested in the audience of one specific community, then this format for posting a post is just for you. Large picture and detailed description allow you to attract the attention of the target audience.

Classmates

Multi-format placement

Teaser 90x75

Carousel

This is a “scrolling” tape of 3-6 slides. Each slide is a picture and a caption. Slides can be anything, but most often any product offers are placed in this format. They are displayed on both the mobile version of the site and the desktop version.

Pre-roll in video

The pre-roll is shown before the start of the main video on social networks and on Mail.Ru Group projects.

Video notes (OK)

A small video fragment that starts automatically in the user’s event feed.

Notes (OK)

Banner 240x400

A static or animated banner that is displayed on several social networks and on Mail.Ru Group projects.

Facebook

Photo

Simple and convenient, one might say, a “classic” advertising format. Your ad post is an image and a short description. Shown in different places on the site depending on the device from which the user logged in.

Video

Circular gallery

An analogue of the Odnoklassniki carousel.

Slide show

Selection

Unusual advertising format. The advertising post is complemented by a selection of products in the form of separate images. After watching general information about the advertised product, the user can go to products from product line or related products.

Messenger

Instagram

Square

Scenery

Vertical format

Circular gallery

When using the carousel format, your Instagram ad will appear in a square format. Users can click the arrows to the left and right of an image to see more images.

Instagram Stories

I hope you found the material interesting. - is no longer a novelty, but a necessity for modern business. Think about it: shouldn’t you connect a couple of additional advertising formats?

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Newbie

Targeted advertising on VKontakte: overview of formats

VKontakte audience, according to data social network, is 97 million unique users, 77% of whom come from mobile devices. Advertising can be displayed in mobile and desktop versions of the social network, as well as in VKontakte applications.

Using targeted ads, you can advertise several types of objects: communities and applications on VKontakte, external sites and community posts.

Text-graphic block: advertisements on VKontakte pages

This format allows you to promote an application, community or external site. Specific ad formats are available for each advertised property. Ads are shown only in the desktop version of the site on the left side of the page.

A text-graphic block can include up to three advertising entries on each VKontakte page. Payment is made per click (CPC) or per impression (CPM). Ads support behavioral and targeted targeting, as well as pixel or CRM retargeting.

The main task of text-graphic block ads is to generate traffic. However, with the help of such advertisements, a company can also increase awareness, attract new users, and announce promotions.

In this format, the main thing is the visual component, not the text. It is the picture that attracts attention, so it is important to choose a catchy illustration that will not lose quality due to its small size. A high-quality image in an ad ensures a high CTR. Creatives must be relevant to the interests of the target audience and evoke emotions.

The text and image ad block can display four formats:

1. Image and text. The ad consists of a title (up to 33 characters), a picture measuring 145x85 pixels and a description (up to 70 characters).
   

   To motivate the user to take the target action, you need to include a CTA in the description text, for example, “learn more”, “read on the site”, “buy”. The length of the description line allows you to tell a little more about the offer:

   • inform customers about promotions and discounts;
   • describe competitive advantages product;
   • indicate the price in order to cut off the audience for whom it may be high.
2. Large image. The ad does not have a description, but there is a title (up to 33 characters) and an image measuring 145x165 pixels. The link can lead to a site, community, or application.
   

   The main focus is a large image, thanks to which the ad attracts the user’s attention and encourages them to click on the ad. detailed information about a product or service. You can place catchy and easy-to-read text on the image, for example, the main benefit, selling triggers, brand name or CTA.

3. Promotion of communities. Includes the following elements: header, 145x145 pixel square image, CTA buttons “Join”, “Follow” for groups and public pages or “I’m going” for events, and information about the number of members or friends in the community.

   

   Such advertisements help increase the number of subscribers in the VKontakte community. An active CTA button allows you to join a group or take part in an event without going to the community page. The format works well for well-known and popular brands.

4. Square image— a format for promoting applications and games. The ad includes a 145x145 pixel image (or uploaded by the advertiser), the name of the application, the number of friends in the application, and the CTA button “Play” or “Launch”.
   
5. Special format for app promotion. Ads appear on the app catalog page and in the news feed. In addition to the app name and image, you can add its rating and genre. The image can be either the app cover or a manually uploaded 128x128 image.
   

   Special listings do not participate in the general auction. They compete in a separate auction with competing ads of the same format.

   The coverage in the feed is much less than in the text and graphic block on the site pages. In-feed ads provide brand presence among news and user posts and increase awareness. On the application catalog page, the design of advertisements does not differ from the list of other games and applications. If the user is shown relevant advertising here, taking into account interests and other targeting, then the probability of receiving clicks and transitions is very high.

Post promotion - advertising posts in the news feed

The format works in mobile and desktop versions of the site; entries are shown in the users’ news feed and on the walls of other communities. As with any post, you can add up to ten attachments to a promo post: illustrations, videos, surveys, maps, products, and others.

The advertiser pays for advertising in this format using the CPM model. Advanced targeting settings are available for ads, as well as retargeting. These options allow you to either select or exclude audiences that have already seen your ad.

The format supports the installation of counters from third-party traffic audit systems, such as AdRiver and Weborama. To run independent statistics tracking, you must connect a pixel from one of the systems.

Promo posts are suitable for promoting publications with information about the company’s services, competitions and events, and surveys. Using this format, an advertiser can work with users on different levels funnels: target new users and increase brand awareness, tell people already familiar with the product about the benefits, carry out upsells and cross-sells, work with existing customers (advertise limited promotions, provide bonuses, etc.).

1. Promote an existing entry in the community.
2. Create a hidden post without posting on the wall and show it only in the news feed of the desired audience. With the help of hidden promotional posts, it is convenient to attract new users to the community and conduct A/B testing of creatives or targeting.

By default, advertising posts are shown in users' news feeds. However, it is possible to show promotional posts in advertising network— popular communities that are monetized by placing advertisements on the wall and in the news feed of subscribers. It is important that the target audience is selected based on the targeting settings specified when setting up the ad.

You can check the effectiveness of a promotional post using the “Evaluation of advertising posts” metric (in November 2017). The algorithm takes into account positive (following links, watching videos, joining a group) and negative (complaints, hiding from the feed) user interactions with a publication and compares them with competitors’ ads within the same format. The rating begins to be displayed after 2000 impressions of the promotional post.

You should not choose “Score” as the main indicator of campaign effectiveness. The metric is useful for A/B testing and will indicate a post with a low rating in order to control the budget in a timely manner.

1. Try different targeting settings: by interests, communities, similar audiences, remarketing audiences, geolocation, etc.
2. Test ad design:
   • attract attention and engage: add videos, GIF animations, bright colors to your ad, but remember that the quality of the ad should not suffer from this;
   • focus on the main thing - important details should immediately catch the eye;
   • Create ads that match your audience's interests;
   • add high-quality and clear images;
   • images can describe the benefits of a product or service, talk about a successful purchase or cooperation experience, demonstrate the most popular product or arrival new collection, collected in one collage.
3. Make sure your landing pages are relevant. It is better to place the main information at the top of the landing page, in plain sight.
4. Alternate ad formats to promote the same product.
5. Analyze statistics and promptly control changes:
   • change the bid if the intensity of impressions or the recommended value has changed;
   • set limits at the level of ads and advertising campaigns to control budget expenditure;
   • examine demographics and their impact on performance;
   • If necessary, create a separate creative taking into account the specific demographics of the audience.

Advertising posts with a button

Unlike promotional posts, this format has a button with a call to action and does not allow you to attach any attachments. The post with the button contains text (up to 220 characters), a snippet in which you can change the title and manually add an image (537x240 pixels).

A link in an ad with a button can lead to a community page or website, a community application, a VKontakte application, directly to a dialogue with the community, or generate calls. There can only be one link per ad. Payment for placement is based on CPM or CPC models.

According to VKontakte, the effectiveness of publications with a button is higher than without a button. Ads receive 30% more clicks, CTR is 1.5 times higher, CPC is 32% lower.

• go;
• open;
• buy;
• to buy a ticket;
• fill in;
• sign up;
• contact;
• join;
• register;
• write;
• more details.

One option for a CTA button is the “Call” button. It appears in ads in mobile applications“VKontakte” and in the mobile version of the site. Such advertisements allow the user to directly contact the company's office or call center.

Using the app

If you are one of those people who think that VKontakte advertising does not work, that you will waste a lot of money and get nothing, then this article is for you.
In this article you will learn: how to create a VKontakte advertisement, what settings and functions are available.

The VKontakte audience is 90 million people, of which more than 68 million are active users. From this we can understand that this social. the network provides an excellent opportunity to find the audience you need.

Types of advertising on VKontakte

Targeted advertising on VKontakte

Creating an advertisement on VKontakte

After that, click on the “Create ad” button. This is where the fun begins :)

Creating an advertisement begins with choosing the format that suits you.
Let's look at what they are and what purposes they serve.

• Text-graphic block (TGB)

Located on the left under the main menu in the form of short blocks with images and text.

Advantages of TGB (Objectives):

• a lot of transitions
• low SRS
• placement - desktop only

TGB includes advertising of communities, external sites and applications or VK games.

Technical requirements for advertising formats:

TT for these formats are approximately the same: the ad title can contain from 3 to 33 characters, including punctuation marks and spaces. Description - from 3 to 70 characters. Image weight up to 5 MB, formats: JPG, PNG, BMP, TIF or GIF (without animation). The text in the image should occupy no more than 50% of the total area of ​​the photo.

2. Cross-device formats

Cross-device formats are formats that are displayed in the news feed on all platforms: desktop and mobile versions website, as well as in all official VKontakte mobile applications.

• Advertising entry

Announcements are published in the news feed or on community walls.
An advertising post can be called a native format that fits into the user’s news feed and does not cause rejection.
Users see them along with the usual content they subscribe to and posts from friends.

Let's look at each of them separately.

You can add a name to each card, short description, an image, a button, a link, and two prices, for example, to show a discount.

This format is suitable for selling goods or services, for example, online stores.

Advantages of the Carousel format:

• Multitasking
  - Attracting users to the site to make a purchase or other targeted action;
  - Increasing brand awareness;
  - Attracting new subscribers to the community.
• Cross-device
  
• Comfortable
  Payment for the format is available for both transitions and impressions.

- one or more images, GIF animation or video.

Using a universal post, you can promote posts that allow you to reach 90% of RuNet users as in full version website and on mobile devices.

Advantages of the “Universal Record” format:

• Native
  Brand content automatically adapts to the advertising format.
• Spot
  All targeting settings are available, as well as retargeting.
• Honest
  You can connect third-party pixels to track statistics.
• Cross-device
  Advertising is displayed on all available user devices.
• Accurate
  The frequency of ad serving per person, not per device.

- a great tool for generating traffic. The button encourages you to take some action, for example, going to a website or community.

Peculiarities:

• visually noticeable;
• contains a call to action;
• intuitive for users;
• leads to a specific page specified by the advertiser;
• You can select the button text depending on the advertising objective.

is an application for collecting contacts of those who left you a request.

The application allows you to:

• create convenient application forms in the VKontakte interface;
• Auto-filling of user data works in the fields of the questionnaire, thereby increasing the level of conversion of completed data.

Questionnaires can be flexibly customized so that users share exactly the information you need.

Technical requirements for advertising recording formats:

• You can add from 3 to 10 cards containing information about products and services to the carousel.
• Entry text can contain no more than 220 characters, including punctuation marks and spaces. The text should not contain links, hashtags or mentions.
• The card title must contain from 3 to 25 characters.
• The image size in the carousel must be at least 400x400 px.
• Supported image formats are JPG, PNG or GIF (without animation).
• The text in the image should occupy no more than 50% of the total area of ​​the photo.

• Entry text can contain a maximum of 16,384 characters, including punctuation and spaces.
• You are allowed to use no more than 6 emoji in the text of the entry.

for image

• You can add up to 10 images to your entry in JPG, GIF, TIF or PNG format.
• The text on the image in the advertising post should occupy no more than 50% of the total area of ​​the photo.

for GIF animation

• The GIF animation must be attached as a document.
• The weight of a GIF animation file can be no more than 50 MB. Autoplay of GIF animation works for files weighing no more than 10–12 MB.
• Each side of the GIF image should be no more than 1000 px.
• The GIF image must contain more than 1 frame, the interval between frames from 0.01 to 1 second.

for video

• The maximum allowed video file size is 2 GB.
• Supported video formats: AVI, MP4, 3GP, MPEG, MOV, FLV, F4V, WMV, MKV, WEBM, VOB, RM, RMVB, M4V, MPG, OGV, TS, M2TS, MTS.
• The maximum video recording resolution is 1080p.
• Horizontal, square and vertical videos are supported.
• It is possible to embed videos from other video hosting sites (Youtube, Rutube, Vimeo, etc.).

• The text of the entry can contain no more than 220 characters, including punctuation marks and spaces, no more than two line breaks (the use of links, including hashtags, in the text is not allowed).
• You are allowed to use no more than 6 emoji in the text of the entry.
• The image in the snippet next to the button must be at least 537x240px.
• The text on the image in the snippet should occupy no more than 50% of the total area of ​​the photo.
• Supported image formats: JPG, PNG or GIF (no animation).
• The snippet text next to the button can contain no more than 80 characters, including punctuation marks and spaces.
• The label for the button can be selected from the list provided. The list of available captions depends on the ad's landing page.

Settings and targeting

After you have chosen the form you need, move on to the targeting settings.
Let me immediately note that the target audience and recommended price will change depending on your settings.

SO

Select the subject of the ad and age labeling, if necessary.
You can find out more about the rules for placing advertisements. 2. Geography

You can select a country, cities, regions, and also exclude those you don’t need.

In addition, there is a convenient function for placing points on the map. Using the “Place Type” setting, you can choose which users to show ads to - those who regularly visit, live, study, work or are in the specified location right now.

Great for businesses whose target audience should be located near the office.

3. Demographics

Gender, age, marital status - understandable.

But the “Birthday” function is well suited for a promotion in the style of “Happy Birthday! Only for you...".

Birthday information is updated daily, so you only need to set up your ad once and your ad campaign will remain relevant. This is especially convenient when you have a permanent discount for birthday people.

4. Interests

Interests are a very important section of your settings.

Here you select a group of users who are interested in a particular topic. VKontakte classifies users into audience segments based on their activity on social media. network and on external sites.

5. Education and work

This section does not work entirely correctly, since many users do not indicate their place of study or work in their profile.

It is better to target users by education only if you are interested in graduates of specific educational institutions or recently graduated from an educational institution.

Targeting by job title is best for equipment advertising, such as dentists. Of course, there will be few people, the information may not always be up to date, but sometimes it’s at least something.

6. Additional parameters, or retargeting

Retargeting is simple and effective method increase the number of customers and repeat orders.
You can show ads to users who have already shown their interest in your brand - they visited your website, added something to their cart, made a purchase, or simply saw your ad.

You can also exclude audiences, such as users who opened a form and submitted a request, so that you don't show your ad to them again.

To select a retargeting audience in the settings, we first need to create it, or, more precisely, install a pixel on your website.

Setting up a retargeting pixel

First, you need to create a retargeting pixel. To do this, go to the “Retargeting” section on the left in the menu. Next, click “Pixels” and then “Create Pixel.”

A window will appear where you will need to write the name, allowed domain and select the theme of the site.


After this, a window will appear with the code that will need to be placed on the site, and an explanation of how to do it.

When you install the code on the site, you will need to check whether it works or not.
You can do this there in the pixel settings.

Now that you have a working pixel, you can create an audience.
To do this, click on the “Audiences” tab and the “Create Audience” button.

A window will appear where you can choose the most convenient option for creating an audience: using a pixel or from a file.

The "Load from file" option assumes that you have your own customer base contacts. Creating such an audience will be a plus, since you will be able to exclude your customers from the ad audience so as not to spend your advertising budget on them.

Also in the “Retargeting” section there is a “Similar Audiences” or look-alike tab.
Here you can find VKontakte users whose behavior is similar to your clients.

You can use any initial retargeting audience with at least 1,000 users.
To create a LAL audience, click on the “Find Similar Audience” button.

Next, in the window that appears, select the desired audience from the list for which you will create a similar one.

The search can take anywhere from 30 minutes to several hours, so check back periodically to check the status.

Once you've finished creating your audiences, go back to creating your ad and select your audience from the list.

7. Audience saving settings

Here you can collect the audience that interacted with your ad. And also select the events on which she interacted: they watched the post, went to the community, hid the post from the news, and so on.
You can add multiple audiences.

8. Price and location settings

In this section, you can select the sites where advertising will run, the payment method - per click (CPC) and per impression (CPM), as well as limiting impressions per user and advertising campaign.

Cost of targeted advertising

Targeted advertising on VKontakte works on the principle of an auction, which allows you to optimize costs. You decide how much you want to spend on advertising.
But let me immediately note that if you greatly underestimate the recommended price, the ad will be shown, but will reach a small share of the audience, or will not be shown at all.

CPM (cost per mille) is a payment model in which you pay per 1000 impressions of your ad.
CPC (cost per click) is a payment model in which you only pay when users click on your ad.

Auction VKontakte

1. The principle of formation of the transition cost

When paying for transitions (CPC):

• The bid is affected by the creative (CTR of the ad).

When paying using the CPC model, the cost of transitions is inversely proportional to the CTR of the ad: the lower the CTR, the higher the CPC.

The minimum transfer cost is 5 rubles. (technically minimum value rates) when paying using the CPC model.

2. The principle of cost formation per 1000 impressions

When paying per 1000 impressions (CPM):

• the rate is affected by the number of advertisers for a given target audience at auction;
• the bid is NOT affected by the creative (CTR of the ad).

When paying using the CPM model, the cost of transition does not depend on the CTR of the ad.

The minimum transfer cost is 30 rubles.

• Advertising campaigns
  This section displays a list of advertising campaigns and advertisements within them. This is your main working interface, here you can perform any actions related to creating and managing advertising.

  You can see the remaining budget, how much was spent today and yesterday, as well as some statistics on advertising campaigns.

  Be sure to set limits!
  Otherwise, VK can “eat up” your budget for the month in a day.

Clicking on the campaign name will take you to the Ads section, and then clicking on the ad name will take you to the ad itself.

Here you can see all the information about the ad: what it looks like, how many clicks, complaints, etc. was.

• Budget
  Here you can view and top up your advertising account balance.

How to top up your VKontakte balance?

Go to the “Budget” section and click on the “Top up” button.

You will be asked to select a payment type.

If you decide to make a payment convenient for individuals. persons, then you then select a payment method, indicate the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal persons - just enter your bank details.

Setting up and creating a VKontakte advertisement

With its help you can automatic mode negotiate with the administration of communities that suit you about placing your ads in them.
There are no more complicated processes of coordinating a post with the community administration; it is enough to indicate the budget and dates of the campaign - the system itself will offer the optimal list of groups with maximum coverage within the budget.

1. Create an advertising post and submit it for moderation.
2. Specify your budget and placement period.
3. Explore the list of communities selected by the platform.
4. Confirm placement.

Let's look at each step in more detail.

In a pop-up window, you will be asked to select the type of post - a post with text and attachments or a repost of another post - write the text, a short name, and also select an advertising campaign.

“A post with text and attachments” can be called a “regular post” on a community wall, while a “repost of another post” is more suitable for promoting your community or VK page.
Up to 10 attachments can be added to each new entry: photos, videos, audio recordings, etc. Only one attachment can be attached to a “repost”.

In the “Short title” field you can write a name that will be used to identify the entry in personal account and SMS notifications. No one but you will see it.

2. Specify your budget and placement period
Click on the “Post Entry” button and select the parameters you need to search for suitable communities.

3. Study the list of communities selected by the platform
Based on the above data, the market platform will offer you a list of those communities that meet the stated criteria.

If any of the communities are not suitable for you, you can exclude them by clicking on the appropriate button.

4. Confirm placement
After you have finished selecting communities, click on the “Post” button.
Your place will be booked automatically within the time range you specified.
Information about your applications will appear in the “Pending publication” section.

Application statuses

VKontakte advertising campaign statistics

Once your post is published, you can monitor its performance.
You can view detailed statistics for all posts or for a single post in a particular community.

You can find out the total reach of users who viewed the advertising post, the number of clicks on the link, the number of people joining the group if you are promoting it, and so on.

This data will help you analyze the impact of ads placed in different communities and adjust your advertising campaign to get the best results.

Conclusion

Thus, we can conclude that thanks to the simple interface and many settings options, finding the VK target audience you need is easy and simple. In addition, it does not require a large budget.

The social network VKontakte is one of the most recognizable platforms in the world. On average, about 97 million people visit it per month. The monthly coverage of the VKontakte application covers 77% of the audience. About 55% enter it daily.

Based on these statistics, the majority Russian companies turn to the social network to conduct their own advertising and promotions.

1. Posts and publications from the profile.
2. Hidden VKontakte posts.
3. Placing and selling your own products.
4. Publication of texts and images.

This function allows users to post any type of content and promote it on the social network, even without using personal account settings.

This method allows you to use any type of attachment for a total of up to 10 images, videos, messages, surveys.

Images:

• The size should start from a resolution of 510X510 pixels.
• If the photo is rectangular then the sides should be 3:2.
• The maximum image resolution is up to 1000x700 pixels.
• It is better to take a picture for the cover of a publication with a size of 510x286 pixels.
• The snippet has an image size with an external link of 537X240 pixels.
• The photo must be extremely compressed to 1280X1024 pixels.
• For pictures, use only JPG or PNG and GIF formats.

• The maximum permissible video size is up to 5 Gigabytes.
• Almost all available video format codecs are supported.
• It is better to use a video resolution of 1280x720 pixels. The quality can be higher. The main thing is that the volume does not exceed the recommended one.

• Minimize the number of emoticons in a message to 5.
• The post must be no more than 16 thousand characters.

Hidden posts and advertising carousel on VKontakte

Two types of settings are available:

1. Carousel.
2. Record with a button.

There are several objects located in the carousel. Each card can contain editable data. For each product in the carousel, it is possible to set prices in pairs for more convenient display of discounts.

• It is better to add up to 10 cards to the carousel at once.
• All photos added to the carousel must be at least 400 pixels wide and square.
• The maximum text size is up to 220 characters.
• The title should not contain more than 25 characters.
• Almost any price can be set. Either all prices on the cards are filled in or none are indicated.

Record using the VKontakte button

The difference from a regular post is the call to take an action by clicking on a button.

• The entry should contain no more than two paragraphs with a total number of characters up to 220.
• The title should not exceed 80 characters.
• The image size should not be less than 537x240 characters.

Placing and selling your own products

• It is better to use a product photo measuring 1000X1000 pixels.
• Each card must contain 5 photos.
• The name length should not exceed 120 characters.

Publishing texts and images

This type of content is located on the left side of the screen. You can view it only by logging into your VKontakte profile through a browser on your PC.

Tips for customizing content

• The image must be 148x85 pixels in size.
• The maximum header length is 33 characters.
• The description must be no more than 70 characters long.

Adjusting the large aspect ratio

• Photo size starts from 145x65 pixels.
• The file size should not be more than 5 megabytes.
• Almost all graphic formats are available.
• The title has up to 33 characters.

When promoting a VKontakte group

• The image is at least 145X145 pixels.
• The file is no more than 5 megabytes.
• Title text up to 33 characters.

If using a square image

• The resolution of the picture is at least 145X145 pixels.
• Up to 5 megabytes size.
• Any graphic extension type.
• Title text up to 33 characters.

Special advertising content on VKontakte

• Picture sizes from 256x256 pixels.
• Up to 5 megabytes size.
• Any graphic extension type.
• Title text up to 33 characters.

When using the application storefront

• The number of characters in the title is 33, and in the description up to 70.
• Picture size starting from 560x315 pixels.
• Up to 5 megabytes total size.
• All available graphic extensions.