Targeted advertising VKontakte: a step-by-step guide for beginners

VKontakte targeting is the selection of an audience for a specific advertising campaign. The name comes from the English target – target, goal. Targeting is a mechanism for selecting the audience for which a particular advertisement is generated.

The main tasks of targeting:

Who specifically will benefit from this type of advertising in the open spaces of VK?

What kind of business is targeting not suitable for?

Block 1. Format and design of the ad

VK advertising

Advertisements in the news feed They are displayed in the VKontakte news feed, next to other publications that people see from computers, tablets and mobile phones.

Text-graphic block (TGB) They are displayed on VKontakte on the left under the main menu in the form of short blocks with an image and text. Advertising messages are placed only in the full version of the site and are not shown on mobile devices.

Formats of advertisements in the news feed:

There are only 5 of them:

1. Carousel

Peculiarities:

2. Universal notation

In this format, you can add one or more banners (each of them will form a separate advertising post), GIF and video.

Peculiarities:

3. Recording with a button

Peculiarities:

4. Collection of applications

You can collect all the necessary customer data, namely:

* The pixel collects users who opened the form.

5. Site advertising

In this format, you can also add a title, logo, description and a large image, indicate the site. The announcement does not require binding to the VKontakte community, and the transition is carried out by clicking on any of its areas.

Formats of advertisements on site pages (TGB)

1. Application

Target with the goal that the user installs an application or game hosted by VKontakte “Play” / “Run” buttons are available.

2. Community

A brief description and an image that will help attract subscribers to the VKontakte community.

3. External site

A brief description and image to help drive subscribers to an external site through TGB.

3.1. Image and text

Title – from 3 to 33 characters, description – from 3 to 70 characters.

The minimum image size is 145×85px.

3.2. big image

Title – from 3 to 33 characters, including punctuation marks and spaces.

The minimum image size is 145×165px.

3.3. Community promotion

The title of the advertised community is automatically substituted in the title.

Minimum image size: 145×145px.

Block 2. Setting up the target audience

Interest groups are configured only for a particular topic.

For example:

You can target subscribers of competitor communities or communities with related topics. You can select up to 100 communities. You can also exclude groups whose subscribers should not see your ads.

You can show ads to people who have recently been active in certain communities – for example, those who recently joined or visited, exchanged messages, left comments on the wall or in discussions, and performed other actions (which actions the user directly performed on VK cannot be selected).

You can select up to 100 open communities per ad.

You can show ads to users who have installed the application or play VKontakte games. You can also exclude apps and games whose subscribers should not see ads.

Show ads to users who have visited VKontakte from other countries at least twice in the last six months.

You can also target people who study at a specific school, graduated from a specific university in a specific year, and/or occupy a specific position.

VK, we can also catch up with the audience with retargeting.

This social network has 5 ways:

1. Retargeting by file (phones, e-mail, id)
2. Retargeting by pixel (including by events)
3. Retargeting for interaction with an advertising post.
4. Similar audiences (look-alike)
5. Dynamic Retargeting

We can also exclude specific audiences that we don’t want to show ads to.

With this targeting, you can show ads to users of specific devices

The user falls into the target audience if he visited VKontakte several times in the last 14 days from this device.

The user falls into the target audience if he visited VKontakte several times in the last 14 days from this device.

The same goes for operating systems and Internet browsers.

What else do you need to know?

The minimum size of the target audience required to launch an ad is 100 users.

The system automatically estimates the volume of the audience, taking into account the selected targetings, and immediately shows the recommended price for these users.

Block 3. Setting the time, price and location

In the table, you can select hours and days of the week so that ads are shown only at a convenient time for you.

When creating an ad, you can choose the ad spaces where users will see your ad:

For advertisements:

1. Full version of the site (only desktop version of the site)
2. Mobile site and applications (users of the VKontakte mobile applications for iOS and Android and the m.vk.com site will see.)
3. Community Wall Advertising

For ads in TGB format:

1. Advertising on VKontakte and on partner sites
2. Only VKontakte

Targeted advertising on VKontakte works on the principle of an auction, which allows you to optimize costs. You yourself determine how much you want to spend on VKontakte advertising. You can start placing by depositing only 500 rubles into your account. At the same time, the higher the advertising budget, the wider audience you can reach.

After selecting the target audience, you will see the recommended price for it. The recommended price depends on the number of advertisers who currently want to show their ads to the same audience as you.

Cost per impression (CPM) (Cost Per Mille) – payment for every 1000 impressions.

+/- we ourselves regulate how often and how many users will see our ads by changing its budget in the conditions of the auction.

Pay per impression (CPM) is worth choosing if you don’t expect users to click through to your site or otherwise interact with your ad. For example, if you need to tell that you have a sale or a new collection in an offline store.

When paying for clicks (CPC) – pay for each click

The auction takes into account not only the bid, but also the CTR – a parameter that characterizes how often your ad is clicked.

The CPC pay-per-click model is worth choosing when your main goal is to get clicks to your landing page.

Therefore, by applying pay per click, you will only pay for the activity of interested users.

We can also set an impression limit from 1 to 20.

Block 4. Useful information

Goods and services, advertising of which is prohibited

More details can be found here – https://vk.com/faq10060

Goods and services for which advertising is allowed with restrictions

More details can be found here – https://vk.com/faq10060