Targeting in Odnoklassniki: pecularities
Odnoklassniki, the second largest Russian social network, is an ideal place to attract an audience to sell goods and services. Unlike the popular social network “VKontakte”, there is no own, built-in system aggregator of advertising requests. All targeted advertising in Odnoklassniki passes through a special service of the company Mail.Ru Group — myTarget.
What is it?
The myTarget platform is a universal tool for creating, editing, and publishing targeted ads in various formats aimed at a specific audience. Practice has shown that it gets a much greater response from users than general advertising.
The myTarget targeting service provides quite extensive opportunities for creating effective advertising campaigns.
As you can see, this is a universal tool that allows you to advertise both sites, games, groups, and much more. The Import Campaign tab allows you to copy settings from another campaign or from a file on your local computer.
Since the service is represented by the official owner of the social networks “VKontakte”, “Odnoklassniki” and “My World”, it allows you to advertise in each of them. You can configure the ad settings later. To begin with, it is better to consider the audience service.
Advertising where it will be effective!
The audience tab allows you to create a new audience and adjust it to the specified parameters, so that you can quickly add it to an existing ad campaign.
This is what the data source selection column looks like. By going to a specific source, you can configure the target audience settings, as well as specify communities and groups whose members will or will not be counted. You can also specify which target action users will perform and when the campaign will be considered successful for this target audience.
The example shows that you can configure the audience by a small number of parameters that relate only to the place where the audience is linked, for example, to a certain group in VKontakte or Odnoklassniki. By selecting the traffic source in the left column, we get different forms for each of them. Setting up an audience will be useful if you want to:
- 1. create several similar advertising campaigns with products from the same segment (for example, automotive products);
- 2. try targeted advertising on social networks;
- 3. reduce the time spent on creating subsequent ads;
- 4. try different advertising formats for the same audience.
What are the targeting controls?
Before you start setting up the target audience controls in Odnoklassniki, you need to decide what is the object of promotion. For example, we chose a site ad. The figure shows how the ad panel looks in a multi-format form, without being linked to a specific social network. A little later, you will be able to link the created target audience to the ad.
It is best to use catchy headlines or a question form. As you can see, we don’t have many characters for this — only 25 in the title and 90 in the text field. Do not forget about the beautiful, bright and, most importantly, thematic picture for the post.
After creating the ad, you can go to the targeting settings.
There are many parameters. There is even a gradation in the level of TV viewing and income. Each of them can be customized. However, unlike, for example, targeting in VKontakte, myTarget does not have the ability to select an audience only for mobile or stationary devices. Everyone is one here.
General tips for setting up targeting
Do not neglect any of the presented runners. Each of them will allow you to segment your audience, which will lead to more accurate ad positioning.
Always set the budget bar for the created ads. In myTarget, the lower limit is at 500 rubles per day. After these funds are spent, you will be able to evaluate the effectiveness of a particular advertising campaign based on the actions set for the audience.
One of the advantages of targeting from Mail.Ru is the automatic setting of UTM tags. This means that the statistics for each specific ad will be as accurate and transparent as possible.
Creating ads is the most important stage of campaign preparation. The main tip: experiment with different images and text, monitor conversions, and remove broken ads. So you will significantly reduce the cost of clicking on them later.
By the way, about the CPC! The myTarget service allows you to configure it with a very simple slider.
The closer the slider is to the end of the green line, the higher the CPC and the greater the intensity, according to the creators of the service. In fact, there is no point in too actively “pushing” the target audience with advertising. Subsequently, after a good start, you can gradually reduce the cost per click and still receive a sufficient number of orders. Remember that it is not the intensity of the impression that makes the conversion, but the good level of the site or application that you are advertising.
As a conclusion
Despite the fairly rich functionality of the myTarget system, it lacks some of the features of targeted advertising for VKontakte, for example, reaching the audience only for specific devices, including those divided by installed operating systems. Advertisers who appreciate advanced settings will not really like the lack of a limit on the number of ad impressions per user.
Nevertheless, the myTarget service remains the only means for targeted advertising in Odnoklassniki. It provides a sufficient number of tools for high-quality and accurate positioning, effective sales of goods and services in this social network.