Just a few years ago, we had no idea how firmly social networks would enter our lives. They have ceased to be just a "chatterbox" for teenagers. Increasingly, well-known companies, owners of large businesses, online stores and just private entrepreneurs create pages and communities on the web to promote their products and services.
To attract subscribers - potential customers - there are various tools. We will talk about one of these methods in this article.
Targeted advertising "VKontakte": general information
What is this? What is it for? Maybe it's just a waste of money?
For a long time there was an opinion that VKontakte was a network for schoolchildren. But recent research has shown that the situation is changing. Now in the popular Russian social network there is a large number of solvent audience, ready to learn about different goods and services and make purchases. These people should be helped to obtain such information. But since the main thing isremains rest and entertainment, then the offer should not be too intrusive. What does targeted advertising on VKontakte successfully do? What is it?
If we talk about the external component, these are small ads located on the left side of your page on the social network. Surely everyone paid attention to them, but not everyone knows how they appear and why.
In fact, targeted advertising on VKontakte is a technology that allows you to attract the right (potential) consumers to certain information.
The ad includes a title, picture and a short description. As a rule, no more than two or three pieces will be visible at the same time. To view others, you need to click on the "All ads" button. Ideally, each of them should correspond to the interests of the person on whose VKontakte page it is located. After all, these ads are customized specifically for each user.
But practice sometimes deviates from the ideal as the human factor intervenes.
Valuable recommendations
VKontakte targeted advertising requires a very careful approach. Tips for its preparation and launch will not be superfluous.
If you don't stick to them, you can easily "drain" the entire planned budget and not achieve any results.
Not every product or service sells well with targeting. If these are some rare items, seasonal, not for everyone, or too expensive, it is better to look for other methods of promoting them. Everything related to medicine is sold poorly. Only consumer goods are eligible for targeting.
Before launching an ad, prepare and place in your group, on the site or on the platform where the user will go, an advertising post (landing page). It is necessary that a person not only come, but also become interested in the information, linger, want to study it in more detail, register or join a group, and ideally, place an order.
The announcement itself also requires a careful approach. High-quality photo or graphic image, clear and bright. The goal is to get attention. Play on people's emotions. The text is short and concise. It must accurately hit the target, be written in the language of the target audience (target audience) on which the bet is made. Familiarity and rudeness are unacceptable. No appeals to "you"! You can not pass moderation.
Before a full-fledged display, you should first test the ad, laying no more than 100 rubles in expenses. It is best to make several ads on the same topic, but with different pictures, headings and explanations. And from them, during the test, choose the best option.
Setting up targeted advertising "VKontakte"
Let's analyze the detailed algorithm of work.
The preliminary stage is the analysis and collection of information. User pages are viewed, their search queries are identified, interests are identified. Based on receiveddata, a portrait of the target audience is compiled, with which you will have to work during the advertising campaign.
There are several ways to get started:
1. Click on the word "advertising" at the bottom of your VKontakte page.
2. If there is a community (group), you can act through it. That will make it faster. Under the avatar there is a line "advertise the community".
The first option will require you to make two transitions before you start creating your ad. And the second one leads directly to where the targeted VKontakte ad is placed. The network itself will tell you how to set up further work.
First, we load the pre-prepared ad (text+image). They must be of certain sizes, both in terms of the number of words and the length/width of the image.
Then we proceed to the settings for various parameters of our target audience: age, gender, place of residence, interests, marital status, and so on. There can be quite a lot of such indicators. Which one to take depends on the specific situation. Below is an example of targeting.
After filling in all the fields and creating the first ad, a personal advertising account will appear, where you can track how the advertising campaign is going.
Payment Methods
Another targeting option.
Testing ads mentioned above helps to choose it.
Setting up targeted advertising on VKontakte involves two payment methods: forimpressions and clicks. It is best to do the first option first, and later switch to the second. Pay per click is most often used when reaching a very large audience. For conversions - cheaper and easier.
Basic concepts and terms of targeting
Reach is the number of people who saw your ad at least once.
Transition - measured in numbers. How many times the offer was passed. The user who made the transition will not be shown the ad a second time.
Impressions - how many times your ad was shown on VKontakte.
CPC (cost per click) - an indicator of the cost of one click.
CPM - (cost per mille) – cost per 1000 impressions.
CTR (click-through rate) - this concept shows the effectiveness of an ad and is calculated as the number of views per the number of clicks multiplied by 100%.
These figures appear in the personal advertising account when running a campaign. You can control some metrics by changing your targeting settings.
Examples
The more details you fill in all the columns, the more effective the targeted advertising on VKontakte will work. We will consider cases (real examples) right now.
An online store of goods for children decided to launch an advertising campaign. The target audience was defined - women aged 20-30, married, have children. Delivery of goods from this store was carried out only in the city of X. All these parameters were entered. Payment method - for transitions. Recommended price -four rubles. Audience coverage - 10,000 people.
The advertising campaign lasted two weeks. The result is 300,000 impressions and 700 clicks. The CTR was 0.222%. Not very high.
If the store worked with delivery to all of Russia, the numbers would be different. And all cities would be specified in the settings, which would definitely increase the coverage area.
Group (community) or site: where should the transition from the ad lead to
Targeted advertising "VKontakte" (guidelines for the use of which was given above) and the practice of its use show that with a fairly low price and a certain type of product (service), it is better to send the client to a well-designed one-page. Where can he immediately place an order.
With a large assortment, for example, online stores, the transition should lead to a group. In this case, the goal is not just a one-time purchase, but long-term cooperation and constant sales. This applies to various restaurants, cafes, pizzerias, fitness clubs, flower sales and delivery, and much more.
New Features
An interesting addition has recently appeared - retargeting, which expands the initial possibilities of advertising products.
It allows you to show ads to people you already know.
This is possible by uploading email addresses, phone numbers of those people you know in the advertising account. Data can also be taken by placing a special reader on the site.code.
Pros of targeting
Targeted advertising "VKontakte" allows you to very accurately define and point to the portrait of the target audience. Many netizens like to talk about themselves, give detailed information about hobbies, place of residence, age, and so on. Thus, it will not be difficult to find “their” among millions of subscribers according to the necessary criteria and offer exactly those goods and services that will be of interest to them.
The accuracy of the target audience selection allows to achieve a situation where the ad and the offer itself finds the client, and not vice versa.
Conclusion
Thus, if you want to increase sales, talk about a new product or service, targeted advertising on VKontakte will help. Feedback from many business owners speaks of the effectiveness of this kind of promotion. But only with a well-configured and conducted campaign.
