How to realize an advertising campaign in Vkontacte: main rules
Should you run advertising campaign in VKontacte? Does it work or not? According to survey, it works, but not for everyone, just like any other ad. The result of the promotion depends on the nature of the business, targeting settings, and ad design. So the only way to find out is to try and experiment.
In this article, we will show you a simple example of how to launch an advertising campaign in VKontakte, what settings to experiment with to increase the effectiveness of advertising, and where to look for help if you have any questions.
Step 1. Determine your advertising budget
The minimum amount is 500 rubles, less is technically impossible. We recommend that you first take 4-5 thousand rubles to test the channel. This money will be spent on several ads with different settings that will help you find the right strategy.
The VKontakte payment system is advanced — the budget needs to be replenished in advance, before launching ads. You won’t spend more than you plan to.
Step 2. Learn the rules and recommendations of VKontakte
Before you top up your advertising budget, read the general principles and restrictions. Because it is not easy to return money from the advertising cabinet.
You must find the answers to the questions:
- 1. Will the moderators of VKontakte allow advertising on my topic?
2. Will my landing page (website, landing page) be allowed for advertising?
3. Are the images and texts that I want to use in my ads suitable?
Learn the rules of advertising on VKontakte. There are requirements for the text and image. As well as restrictions imposed by the law — for example, which topics can not be promoted on VKontakte. Make sure to check if your car is there.
Examples of restrictions:
- 1. if you are engaged in network marketing, your ads will not be approved by the moderators;
2. if you want to advertise an online food store, you will be required to submit documents for the products;
3. if your site has an order form, but no information about the use of personal data is issued, you will not be allowed to send advertising to it.
VKontakte moderators check each ad for compliance with all requirements. This takes up to 12 hours maximum, but is usually moderated in 1-2 hours.
Step 3. Select the ad format
Click on the “Create Ad” button in the upper-right corner of the advertising cabinet, you will be taken to a page with ad formats.
VKontakte offers 2 types of advertising for business:
- 1. Advertising entries in the news feed (visible on computers, tablets, and mobile devices).
2. Ads on the site pages, under the menu on the left (visible only on computers).
It is better for an online store to use the first option — advertising in the feed. It is more likely to catch the eye of a potential buyer than small ads under the menu that are not even visible to mobile users.
Of the 6 options for advertising posts in the feed for advertising the store and products, three are better suited:
Carousel
You can add several products to the ad (with the name, photo, price “was-was” and a link to this product). It looks like a mini-shop window, and the ability to scroll through the products attracts attention.
Post with a button
This is a post with text, a picture and a button that works as a call to action — “Buy”, “Go to the store”, “Order”, “Try”, ” Go ” and other options for the label that you can put on the button. Use this post to advertise a promotion or a new product.
Site advertising
It looks almost the same as the previous version. The main feature — you do not need to start a business page on VKontakte to use this version of advertising. The post will be published on behalf of the site (you choose the name yourself), and not from the VKontakte store page. We do not really like this option: if a user is interested in a product, but is not ready to buy it yet, they will no longer be able, for example, to join your group and follow updates.
Step 4. Select target audience settings
Targeting is the main thing that makes VKontakte advertising good and, at the same time, difficult. There are dozens of targeting settings, and at first it is not clear what to choose.
Therefore, you should first decide who your target audience is. Imagine your customer: what age and gender they are, where they live, what they are interested in, and how they spend their time.
Step 7. Decide on the price and display locations
You should disable the advertising network and show ads to users only on VKontakte, and not bother them on other unknown sites.
Cost per click: you can set the value 2-3 times lower than the recommended one. If there are not enough impressions, raise them. And if you don’t, you’ll save your budget.
Step 8. Launch your ads and top up your budget
While the ads are in the “Stopped” status, you can show the configured campaign to an expert, if you have one. You can use the link to assign administrators or observers. For example, an SMM coach or a business partner.
Go to the main page of the advertising cabinet, in the advertising campaigns. Top up your budget at the rate of at least 100 rubles per ad per day by clicking on the link “Top up account ».
Follow the dynamics and analyze the results. You can always stop the campaign, edit any parameters, or create a new ad.