Last time . Today we will continue to look at ad formats. And look at social media. Advertising on social networks can also look very different, let's figure it out.
Small ads that appear on the left under the main menu. A variant with a small picture, heading and text is possible, or with a large picture and only the heading. From such ads, a link can lead to any of your resources.
You create a post in your community, launch ads on it, and this post appears in the user's feed among the posts of the communities to which they are subscribed. It looks like a regular community post, it's not immediately clear that this is an advertisement. This type of advertising is also called native.
If you are interested in the audience of one particular community, then this posting format is just for you. A large picture and a detailed description help to attract the attention of the target audience.
This is a "scrolling" tape of 3-6 slides. Each slide is a picture and a caption. Slides can be any, but most often any product offers are placed in this format. They are displayed on the mobile version of the site and on the desktop version.
The pre-roll is shown before the start of the main video in social networks and on Mail.Ru Group projects.
A small video clip that starts automatically in the user's event feed.
A static or animated banner that is displayed on several social networks and on Mail.Ru Group projects.
Simple and convenient, one might say, "classic" advertising format. Your ad post consists of an image and a short description. Appears in different places on the site, depending on the device from which the user is logged in.
An analogue of the Odnoklassniki carousel.
Unusual advertising format. The promotional post is complemented by a selection of products in the form of individual images. After viewing the general information about the advertised product, the user can go to products from the product line or to related products.
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 the image to see more images.
I hope the material was interesting for you. is no longer a novelty, but a necessity for modern business. Think about whether you can connect a couple of additional advertising formats?
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The audience of VKontakte, according to social network, is 97 million unique users, 77% of whom come from mobile devices. Ads can be shown in mobile and desktop versions of the social network, as well as in VKontakte applications.
With the help of targeted ads, you can advertise several types of objects: communities and applications on VKontakte, external sites and community posts.
This format allows you to promote an app, community, or external site. Certain ad formats are available for each advertised property. Ads are shown only on the desktop version of the site on the left side of the page.
A text-graphic block can include up to three advertisements on each page of VKontakte. You pay per click (CPC) or per impression (CPM). Ads support behavioral and point targeting, as well as retargeting by pixel or CRM.
The main task of text-graphic block ads is to generate traffic. However, with the help of such ads, the company can also increase awareness, attract new users, and inform about 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 the ad ensures a high CTR. Creatives should match the interests of the target audience and evoke emotions.
Four formats can be displayed in a block of text and image ads:
To motivate the user to take a targeted action, the description text should include a CTA, 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:
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 for detailed information about the product or service. You can put catchy and easy-to-read text on the picture, for example, the main advantage, selling triggers, brand name or CTA.
Such ads help to increase the number of subscribers of 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.
Special ads do not participate in the general auction. They compete in a separate auction with competitive ads of the same format.
In the feed, the coverage is much smaller than in the text-graphic block on the site pages. Feed ads provide brand presence in user news and posts and increase awareness. On the application catalog page, the design of ads does not differ from the list of other games and applications. If the user is shown relevant ads here, taking into account interests and other targeting, then the probability of getting clicks and transitions is very high.
The format works in the mobile and desktop versions of the site, posts are shown in the news feed of users and on the walls of other communities. As with any post, you can add up to ten attachments to a promotional post: illustrations, video, survey, map, products, and others.
The advertiser pays for advertising of this format according to the CPM model. Advanced targeting options are available for ads, as well as retargeting. These options allow you to either match or exclude an audience that has already shown your ad.
The format supports the installation of counters from third-party traffic audit systems, such as AdRiver and Weborama. To start independent tracking of statistics, you need to connect a pixel of one of the systems.
Promotional posts are suitable for promoting publications with information about the company's services, contests and events, and surveys. Using this format, an advertiser can work with users at different levels of the funnel: target new users and increase brand awareness, tell people who are already familiar with the product about the benefits, perform upselling and cross-selling, work with existing customers (advertise limited promotions, provide bonuses etc).
By default, advertisements are shown in users' news feeds. However, it is possible to show promotional posts in the advertising network - popular communities that monetize by placing ads on the wall and in the subscribers' news feed. It is important that the target audience is selected according to the targeting settings specified when setting up the ad.
You can check the effectiveness of a promotional post using the metric "Assessment of advertising records" (in November 2017). The algorithm takes into account positive (link clicks, video views, group joins) and negative (complaints, hiding from the feed) user interactions with the publication and compares them with competitors' ads within the same format. The rating starts to be displayed after 2000 impressions of the promotional post.
Don't choose "Score" as your primary campaign performance metric. The metric is useful for A / B testing and will indicate a record with a low rating in order to control the budget in time.
Unlike promo posts, this format has a button with a call to action and the inability to attach any attachments. A post with a button has text (up to 220 characters), a snippet where you can change the title and manually add an image (537×240 pixels).
A link in an ad with a button can lead to a community page or website, to a community app, VKontakte app, directly to a dialogue with the community, or generate calls. There can only be one link per ad. Payment for placement - according to CPM or CPC models.
According to VKontakte, the effectiveness of publications with a button is higher than without a button. Ads get 30% more clicks, CTR is 1.5 times higher, CPC is 32% lower.
One variation of the CTA button is the call button. It is shown in ads in the VKontakte mobile applications and in the mobile version of the site. Such ads allow the user to directly contact the office or call center of the company.
Using the application
If you are one of those people who think that VKontakte advertising does not work, that you will spend 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 are the settings and functions.
The audience of VKontakte is 90 million people, of which more than 68 million are active users. From this it can be understood that this social the network provides an excellent opportunity to find the audience you need.
Creating an advertisement begins with choosing the format that suits you.
Let's take a look at what they are and what goals they serve.
Benefits of TGB (Goals):
Technical requirements for ad formats:
2. Cross-device formats
Cross-device formats are formats displayed in the news feed on all platforms: in the desktop and mobile versions of the site, as well as in all official VKontakte mobile applications.
Let's analyze each of them separately.
You can add a title, a short description, an image, a button, a link, and two prices to each card, for example, to show a discount.
This format is suitable for selling goods or services, for example, online stores.
Advantages of the Carousel format:
With the help of a universal post, you can promote posts that allow you to reach 90% of Runet users both in the full version of the site and on mobile devices.
Benefits of the Universal Record format:
Peculiarities:
The application allows:
Questionnaires can be flexibly configured so that users share exactly the information that you need.
Technical requirements for formats of advertising records:
After you have chosen the form you need, go to the targeting settings.
I’ll note right away that the target audience and the recommended price will change depending on your settings.
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In addition, there is a convenient function of setting points on the map. Using the "Place Type" setting, you can choose which users to show ads to - those who visit regularly, live, study, work, or are in the specified location right now.
Great for businesses where the target audience should be close to the office.
Gender, age, marital status - understandable.
But the “Birthday” function is well suited for a promotion in the style of “Congratulations on your birthday! Only for you...".
Birthday information is updated daily, so you only need to set up an ad once and your ad campaign will stay relevant. This is especially convenient when you have a permanent birthday discount.
4. Interests
Interests is a very important section of your settings.
Here you select a group of users who are interested in this or that topic. VKontakte classifies users into audience segments based on their social activity. networks and external sites.
This section does not work correctly, as many users do not indicate their place of study or work in their profile.
It is only better to target users by education if you are interested in graduates of specific educational institutions or recently graduated from an educational institution.
Position targeting works best for equipment ads, such as dentists. Of course, there will be few people, the information may not always be fresh, but sometimes it is at least something.
6. Additional options, or retargetingRetargeting is a simple and effective way to increase leads and repeat orders.
You can show ads to users who have already shown their interest in your brand - they visited your site, put something in 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 ticket, in order to no longer show them an ad.
To select a retargeting audience in the settings, we first need to create it, or to be more precise, install a pixel on your site.
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, the allowed domain and select the theme of the site.
After that, a window will appear with the code that will need to be put 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 in the same place 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 option of creating an audience that is convenient for you: using a pixel or from a file.
The "Load from file" option implies that you have your own customer contact database. Creating such an audience will be a plus, as you can 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 tab "Similar Audiences", or look-alike.
Here you can find VKontakte users whose behavior is similar to your customers.
You can use any retargeting source audience with a reach of at least 1,000 users.
To create a LAL audience, click on the "Find a similar audience" button.
The search can take anywhere from 30 minutes to several hours, so check back in and check the status from time to time.
Once you've finished creating audiences, go back to creating your ad and select your audience from the list.
7. Audience retention settings
Here you can collect the audience that interacted with your ad. And also choose the events on which she interacted: they watched the entry, went to the community, hid the entry 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 the ad will be shown, 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 I’ll note right away that if you greatly underestimate the recommended price, then the ad will be shown, but will cover an insignificant share of the audience, or will not be shown at all.
CPM (cost per mille) is a payment model where you pay for 1,000 impressions of your ad.
CPC (cost per click) is a payment model where you only pay for user clicks on your ad.
The minimum cost of the transition is 5 rubles. (technically the minimum rate value) when paying using the CPC model.
2. The principle of cost per 1000 impressions
When paying for 1000 impressions (CPM):
The minimum cost of the transition is 30 rubles.
You can see the remaining budget, how much was spent today and yesterday, as well as a small statistics of advertising campaigns.
Be sure to set limits!
Otherwise, VK can "eat" your budget for a month per day.
Here you can see all the information about the ad: what it looks like, how many clicks, complaints, etc. was.
You will be prompted to select a payment type.
If you decide to make payment convenient for physical. persons, then you choose the payment method, specify the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal persons - just enter your bank details.
“A post with text and attachments” can be called a “regular post” on the community wall, and 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 name" field, you can write a name that will be used to identify the entry in your personal account and SMS notifications. No one but you will see it.
2. Specify the budget and placement period
Click on the "Post Post" button and select the options you need to search for suitable communities.
3. Examine 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 some of the communities do not suit you, you can exclude them by clicking on the appropriate button.
4. Confirm placement
After you have completed the selection of communities, click on the "Post" button.
Reservation of a place will happen automatically in the time range that you specified.
Information about your applications will appear in the "Pending publication" section.
Application statuses
You can find out the total reach of users who viewed the advertisement, the number of clicks on the link, the number of group memberships if you are promoting it, and so on.
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 coverage of the VKontakte application per month covers 77% of the audience. About 55% visit it daily.
Based on such statistics, most Russian companies turn to the social network to conduct their own advertising and promotions.
This feature allows users to post any type of content and promote it on a social network, even without using the settings of their personal account.
This method allows you to use any type of attachments in a total of up to 10 images, videos, messages, polls.
Images:
Two types of settings are available:
There are several objects in the carousel. Each card can contain editable data. For each of the products in the carousel, it is possible to set prices in pairs, for more convenient display of the discount.
The difference from a regular post is a call to perform an action by clicking on a button.
This type of content is on the left side of the screen. You can view it only by going to your VKontakte profile through a browser on a PC.
Content Customization Tips