A few years ago, we did not even suspect how firmly social networks would enter our lives. They have already ceased to be just a "talker" for teenagers. Increasingly, well-known companies, owners of large businesses, online stores and simply private entrepreneurs create pages and communities on the network to promote their products and services.
To attract there subscribers - potential customers - there are various tools. We will talk about one of these methods in this article.
Targeted VKontakte Advertising: General Information
What is it? What is it for? Maybe it's just a waste of money?
For a long time there was an opinion that VKontakte is a network for schoolchildren. But recent studies have 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 various goods and services and make purchases. These people need help with getting this information. But since the main thing is still relaxation and entertainment, the proposal should not be too intrusive. What makes targeted advertising "VKontakte" successful. What it is?
If we talk about the external component - these are small ads located on the left of your page in the social network. Surely everyone paid attention to them, but not everyone knows how they appear and why.
In fact, VKontakte targeted advertising is a technology that allows you to attract the right (potential) consumers to certain information.
The ad includes a headline, picture, and a short description. As a rule, no more than two or three pieces will be visible at a time. To view others, you need to click on the button "All ads". 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, since the human factor intervenes.
Targeted VKontakte ads require a very thorough approach. Advice on its preparation and launch will not be superfluous.
If you do not stick to them, you can easily "drain" the entire planned budget and not achieve any results.
Not every product or service sells well through 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. Poorly sold everything related to medicine. Only consumer goods are suitable for targeting.
Before you start advertising, prepare and place in your group, on the site or on the platform where the user will switch the advertisement post (landing page). It is necessary that a person not only comes, but also becomes interested in information, pauses, wants to study it in more detail, signs up or joins a group, and ideally - makes an order.
The announcement itself also requires a careful approach. A high-quality photograph or graphic, clear and bright. The task is to attract attention. Play on the emotions of people. The text is concise and concise. It must precisely hit the target, be written in the language of the target audience (target audience) on which the stake is being made. Familiarity and rudeness are unacceptable. No calls to "you"! You can not go through moderation.
Before a full-fledged show, you should first test the ad by spending no more than 100 rubles in expenses. It’s best to make several announcements on the same topic, but with different pictures, headings and explanations. And from them, during the test, choose the best option.
Set up targeted ads on VKontakte
We will analyze the detailed operation algorithm.
The preliminary stage is the analysis and collection of information. Browse pages of users, their search queries, identify interests. Based on the data received, a portrait of the target audience is compiled, which will have to work with 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 you have a community (group), you can act through it. It will turn out faster. Under the avatar there is a line “advertise community”.
With the first option, you will have to make two transitions before you start creating an ad. And the second directly leads to where the targeted VKontakte advertisement is placed. How to configure further work, the network itself will tell.
First, download the prepared in advance announcement (text + picture). They should be of a certain size, both in the number of words and in the length / width of the image.
Then we proceed to the settings for different parameters of our CA: age, gender, place of residence, interests, marital status and so on. There can be 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 office will appear in which you can track how the advertising campaign is going.
Another dimension when targeting.
Testing the advertisements mentioned above helps to choose it.
Setting up targeted ads on VKontakte involves two payment methods: for impressions and for clicks. It is best to first do the first option, and later switch to the second. Pay per click is most often used to reach a very large audience. For transitions - cheaper and easier.
Targeting concepts and terms
Reach is the number of people who saw your ad at least once.
Transition - measured in numbers. How many times went on offer. The user who made the transition will no longer be shown the second time.
Impressions - the number of times your VKontakte ad has been shown.
CPC (cost per click) - an indicator of the cost of one transition.
CPM - (cost per mille) - cost per 1000 impressions.
CTR (click-through rate) - this concept shows the effectiveness of the ad and is calculated as the number of views by the number of clicks multiplied by 100%.
These numbers appear in your personal account when conducting a campaign. By adjusting your targeting settings, you can control some metrics.
The more complete all the columns are, the more effective the targeted VKontakte ads will work. Cases (real-life examples) will be reviewed right now.
The online store of goods for children decided to conduct an advertising campaign. The target audience was determined - women aged 20-30 years, married, have children. Delivery of goods from this store was carried out only in the city of X. All these parameters were entered. The payment method is for conversions. The recommended price is four rubles. Reaching an audience of 10,000.
The advertising campaign lasted two weeks. The result is 300,000 impressions and 700 clicks. CTR was 0.222%. Not a very high rate.
If the store worked with delivery to all of Russia, the numbers would be different. And in the settings all cities would be indicated, which would definitely increase the coverage area.
Group (community) or site: where the ad should lead from
Targeted VKontakte advertising (the guidance on the use of which was given above) and the practice of its use show that at a fairly low price and some specific type of product (service), it is better to send the client to a correctly composed one-page page. Where can he immediately make an order.
With a large assortment of, 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, sales and flower delivery, and much more.
Recently, an interesting addition has appeared - retargeting, expanding the initial opportunities for advertising products.
It allows you to show ads to users you are already familiar with.
This is possible by downloading in the advertising office email addresses, phone numbers of those people you know. Data can also be taken by putting a special reading code on the site.
Targeted advertising "VKontakte" allows you to very accurately identify and indicate the portrait of the target audience. Many netizens love to talk about themselves, give detailed information about hobbies, place of residence, age and so on. Thus, it will not be difficult among millions of subscribers to find “their own” by the necessary signs and offer exactly those goods and services that will be of interest to them.
The accuracy of the choice of the target audience allows you to achieve a situation where the ad and offer itself finds a client, and not vice versa.
Thus, if you want to increase sales, talk about a new product or service - targeted advertising "VKontakte" will help. Reviews of many business owners indicate the effectiveness of this kind of promotion. But only with a properly configured and conducted campaign.