How best to advertise in VKontakte. Targeted advertising on VKontakte, how to use it effectively and what it is best suited for

Social networks, in addition to their main purpose, have acquired another one - promoting goods and services to the masses. Now everyone can make money from advertising, but there is one problem. To receive income from placement, you must first advertise the group and recruit a sufficient number of participants. For a novice administrator of the VKontakte community, it turns out to be a vicious circle.

In fact, patience will help you promote your own community or public VKontakte page.

How to advertise a group and how much does it cost? To answer these two questions, let’s decide on the method of advertising. There are two types of VKontakte advertising: targeted and regular posts in thematic groups. The location and cost of each method are different.

Targeted advertising of the VKontakte group

Configured for a specific audience is called targeted. When placing targeted advertising, many parameters of the target audience are used: gender, age, location, interests, etc. Efficiency largely depends on the correct settings. Firstly, well-configured targeted advertising will cost several times less, and secondly, the correct parameters will quickly lead the user to the target audience and, accordingly, will quickly promote a young community.

If you have a narrow target audience, be precise in your targeting. This way you will save your budget.

Let's look at placement step by step:

Go to your group and select “Community Advertising” in the drop-down menu under your avatar.
Place an advertisement.
Configure target audience settings.
Specify the price and location of the advertisement.

Advertisers have three ad formats available: image and text, large image and community promotion. To the right of the settings panel, you'll see what your ad looks like after it's published. The best option is the “Image and Text” format because the right words can hook the user no less than a bright photograph.

Setting the parameters of the target audience is carried out based on the focus and theme of the group.

For example, if a group sells products through a social network, then limit the target audience by location based on delivery capabilities.
When a community contains entertaining content and generates advertising revenue, geographic targeting is inappropriate.

The same applies to other parameters. When setting up interests, you should not limit yourself strictly thematic areas. Related topics may also be among the attractive content for potential audiences.
Targeted advertising in the VK news feed.

Next, select a payment method and price. On VKontakte, an advertiser has the right to independently decide what he will pay for: for clicks and for views. Views are much cheaper, but just because a user viewed an ad does not mean that he will subscribe to the community. Paying for clicks, although more expensive, is more effective.

Posts in thematic public pages

Advertising post with a link to the group.

Posts are posted through third-party exchanges, advertising accounts and group administrators. To submit your advertisement officially:

In your advertising account, go to the “Advertising in Communities” section.
Top up your account.
Create an advertisement and send it for moderation.
Select an advertising platform based on traffic and audience coverage.

In the advertising account menu you will find ad statistics, compare available publishing platforms and control your budget. When an advertiser posts a post through their account, group administrators can contact the user themselves and offer to post an advertising post in their community.

You can do without all these manipulations and directly contact the administrator, and, in fact, place an advertisement in his community. They agree on the timing and cost of publication through personal messages, but first you need to request access to public statistics. The fact is that a seemingly promoted group may turn out to be half filled with fake pages, and the activity may be simulated using bots. By advertising a public page in a community, the advertiser will simply lose his money. The price for an advertising post is set based on the fact of its publication. That is, it doesn’t matter whether someone enters the community based on an advertisement or not, you will have to pay in any case.

How to advertise a VKontakte group for free?

In the field of Internet marketing, the word “free” is synonymous with the words “long and difficult.” Subscribers obtained on your own are always more expensive than an attracted audience. There are several ways to community. The most popular ones include:

Sending out invitations

To send out invitations, identify your target audience in two ways: through search and through competitor groups. In the first case, select users by location, age and gender, and then send private messages maximum number people from the list.

If we consider the second method, then this is the banal theft of subscribers from competitors. Find the most popular public page with a similar topic and send invitations containing information about the promoted community. To send out invitations, stock up on fake accounts; if your profile is too active, it will be blocked for spreading spam. You should send approximately 30–40 messages per day from one page.

Competitions and prize draws

Viral marketing tools. The method of attracting traffic is absolutely legal, do not be afraid of temporary blocking. It is worth noting that this method of promotion is not entirely free; you will still have to spend money on prizes. If the group sells goods or services, offer a free item or gift Certificate. Systematic holding of competitions will ensure a constant influx of new subscribers to the contact group, and at minimal cost. The prize in the competition must be related to your product or service, otherwise you will receive untargeted subscribers.

Mutual PR

It implies close cooperation between two or more community administrators. It is difficult to cooperate with competitors; for mutual promotion, it is better to make a list of groups on related topics with a similar number of subscribers and offer them joint publication of advertising. For example, a community that sells cosmetics promotes the services of a makeup artist and vice versa.

Activity in other communities and attracting users from external resources are the weakest methods of advertising, but nonetheless work. Free advertising is placed in the comments under posts of promoted groups and under thematic articles on blogs, information sites, etc. Before leaving comments with links in popular communities, study the group rules, otherwise administrators will ban the user for sending spam.

Texts for advertising of the VK group

If choosing a bright and tempting photo for a post takes a few minutes, then writing a good selling text can take more than an hour. When writing advertising text, you should not reinvent the wheel. Effective templates have long been developed that will tell you how to correctly write a selling text. Here are some really catchy options:

Example for sales groups:

“Rejuvenating face mask ****** will not only get rid of wrinkles, but will also give freshness to your image. You can order here: _____"
“Brand watches ***** are back in STOCK! Hurry up to place your order and we will give a discount to the first 10 customers!!!”
"SENSATION! For the first time in our store discounts up to 70%!!! PRESS____"
“Today only, 50% discount on 2nd purchase!!! Terms of the promotion here: ____"
“Don’t know where to find branded items at low prices? Then you should come to us _____. Join and get a 20% discount on your first purchase"

Example for entertainment publics:

“Do you want to have a slim and toned body? Subscribe to the ****** community and achieve your first results in 7 days!”
“Do you like author's photographs? Then ***** is for you here. Here are collected only the TOP professional photographs of 2017 of the year"
"SHOCK!!! A second-grader came home after school, and there... Continued in the source.”
“Do you want to win any argument? Then sign ______.”
“Finally found an awesome group! New memes every day HERE"
“95% of 100 will ignore this post. Hello, my name is Alexey, and I’ll tell you how I made my first million...”

This is only a small part of how users are hooked on VKontakte. The most ambitious and original administrators regularly come up with new ways to attract subscribers. Although ad templates consist of 1-2 working phrases, they are all based on classic psychological techniques. Some of them arouse curiosity, others touch pride. And most importantly – they work!

You can’t rely on one advertisement when promoting a young community. Experiment, try, surprise and subscribers will reach out on their own. Whatever the method of advertising on VKontakte, only the most active and enterprising users manage to promote their group. We read less and do more, then luck will definitely smile.

05.03.2018 Tatiana Chushenko

Users are attracted by the convenient and multifunctional interface. VKontakte is a promising social network for monetization and promotion of goods or services via the Internet. One of the main ways to attract potential clients— advertising. Let's talk about how to organize it and how to make money from it.

Main types of advertising platforms in VK

Let's take a closer look at what each site is.

Personal page

The user himself decides what personal information about him is seen by friends, subscribers and third-party profiles, and also chooses who is allowed to write him private messages, invite him to groups, view and comment on his personal photos, and so on.

Group

The group is created to unite people with similar interests. It can be open or closed. A participant joins an open group of his own free will, but to join a closed group he must submit an application, which is reviewed by the administrator.

The public wall can also be opened or closed for entries. Any of its participants is allowed to invite friends, and only the administrator can remove them from it.

Public page

A public page is almost the same as a group, but there are a number of differences. Only administrators are allowed to post information on the wall. Ordinary users propose news, and the page manager himself decides whether to post it or not.

The public page does not close and everyone can see the information. It is also less intrusive because you cannot invite friends to it.

Event

An event is a community of people who are united by some event. They can be one-time or regular.

A one-time event announces a future event that will occur once. After the event ends, the event becomes irrelevant and the creator closes it.

Regular events provide information about events that will occur multiple times.

The event specifies the date, time and location of the event, as well as the conditions for entering it.

How to place ads on VK - proven methods

Many users here promote their products, services or websites. Let's figure out how to place an ad on VKontakte for free.

Method 1. Make a post on your personal page

Method 2. Create a group or community

The second way is to create a thematic community. You create a group, invite your friends to it and develop it. Your friends won't invite new members if the community is boring. You shouldn't post only promotional posts.

For example, if you are promoting your coaching services, then post Interesting Facts about sports, useful information about nutrition or a training program.

Thus, users will be interested in reading your news, they will invite their friends and the number of potential clients will increase.

Method 3. Post an ad in an existing group

VKontakte is full of groups on any topic. Many of them are popular among users. If the community rules do not stipulate that posting advertisements is paid, then publish your advertising post on the wall of this public or click on the button to offer news. In the second case, the decision on publication will be made by the administrator.

To ensure that the administrator definitely approves your publication, format it correctly. Make sure that your advertising is native, that is, suitable for the group’s content and without intrusive phrases.

How much does it cost

In addition to free methods, VKontakte also has paid advertising. There are two types: a post in a popular community and targeted advertising.

A picture is added to this ad. In the settings you choose its size and format. Make sure the image is clear and bright. In this case, the advertisement will be teaser, that is, it will make you want to look at it.

Contextual advertising is paid in two ways: for the number of impressions or for the number of clicks on the link. When creating an advertisement, the recommended price for one impression or one click is indicated. The customer also has the right to edit it.

How you can make money from advertising on VK - schemes that work

The main way to make money from VKontakte advertising is to have a popular community. Advertisers are willing to pay a lot of money to advertise their product in a group that has more than 10,000 subscribers. So if you want to sell space on your community wall, promote it.

Another option for earning money that doesn’t require large number friends and subscribers - connect a special service. Advertisers publish tasks on them, and performers complete them and receive a profit for it.

Usually the creators of groups act as advertisers, and the essence of the order is to subscribe, like or repost. To work on such an exchange, you need to register on the appropriate website or download the application to your gadget.

Popular platforms for making money on advertising in VK - review of the TOP 3 exchanges

As mentioned above, there are a lot of services that will pay you for using social networks.

I have selected 3 of the most popular projects for you.

Plibber

The Plibber service is designed to promote social networks. The advertiser places his orders here, which are carried out by users called “agents of influence.”

To become an influencer, your page must meet the following requirements:

at least 5 personal photographs;
number of friends 80 or more;
the number of posts on the wall is at least 45;
the profile is open and does not look like a fake page.

If you are going to make money with your group, then make sure that it meets the specified criteria:

More than 950 subscribers.
The community is open.
There are at least 90 posts on the wall, which only the administrator is allowed to leave.
A minimum of 70% of participants must be genuine.

To withdraw your earned money, you will need an e-wallet. Payment is received within two to five days. The minimum withdrawal amount is 100 rubles.

VKTarget

The VK Target exchange is also aimed at promoting social networks. All users who need to promote a group or profile post a task in the project with the requirement to like, repost, write a review or join the community. For each of these actions the performer will receive money.

The average cost of one such task is 50 kopecks. The amount is small, but if you devote at least an hour a day to the project, then the payment will be mobile communications you will earn money without much effort.

The funds received here are also withdrawn to an electronic wallet or balance mobile phone. The minimum amount for withdrawal is 25 rubles.

Sociate

The Sociate service is the official VK advertising exchange. Only popular public pages make money here. To be included in the list of performers, the number of subscribers must be at least 1000. Advertisers are ready to buy a publication on the community wall of their advertising post. The more participants there are in the public, the higher the cost of advertising will be.

Hello friends! In this post I will tell you how to create effective advertisements for contextual advertising on VKontakte. I have mentioned this tool more than once in my articles, so it’s time to talk about the principle of working with it.

You are probably used to hearing that only search engines have contextual advertising, but recently social networks have also acquired such a function, which, by the way, works well. Contextual advertising on VKontakte allows you to promote both external sites and groups, meetings, and public pages. The coolest thing about this tool is the targeting. The settings are very flexible; you can customize the display precisely to the street, interests, and even browsers. Also with such large audience(80,000,000 people per day), the price for advertising is relatively low, and you can start a campaign with an amount of 100 rubles. Here's what the ad units look like on the contact pages themselves:

Agree, it looks more like teasers than context. And the picture plays an important role here. Another significant advantage is that you can pay for ads both for impressions and for clicks. By the way, it turns out to be much more profitable for showings; I’ll explain why later.

The disadvantages of the contact context are the small number of characters in the title (it’s very difficult, you know, to hook a person using only 25 characters). I also think the moderation of pictures is too strict (sometimes it’s very difficult to push the desired picture, which will certainly bring more clicks). Well, in general, everything is pretty good, and working in this direction definitely makes sense. Okay, enough theory, let's start creating an advertising campaign.

We create an advertising campaign. We decide on payment, create advertising headlines and images

Let's move on to the targeted advertising page and click “create ad”:

On the next page you will see the settings for the new ad; first of all, you need to select the payment type:

Pay per click – You pay for every actual human click. By choosing this payment type, you can add a 25-character title, a 60-character description, and a 90x65 pixel image to your ad:

Payment for impressions– here everything is much more interesting. Payment is made for every 1000 impressions, and the ad can be shown several times to the same user. In this case, everything depends on your imagination, creativity, as well as correctly configured targeting. My experience working with contact ads has shown that when you pay for impressions, you can get more clicks for a lower price. However, in any case, I advise you to test 2 campaigns - with impressions and clicks. By choosing this payment type, you can add a 25-character title to your ad, as well as a 90x120 pixel image:

Promoting communities for transitions– this function appeared recently, and to be honest, I didn’t use it. This method payment is intended for advertising groups, meetings, public pages and applications. You pay for each unique user transition. When choosing this payment type, you can add a 25-character title and a 90x90 pixel image to your ad:

So, I choose to pay per impression, but the tips below can be used for all types of advertising. Now our main task is to create a headline in combination with a picture that will attract the attention of users and encourage them to click.

Let me remind you that the headline must consist of 25 characters, which means we need to briefly convince a person to click on the ad. The simplest technique is a call to action. Let's say we are advertising an online game about dragons, then the headline could be: “Fight the dragon!”, “Crush the dragon!”, “Defeat the dragon!”. I hope you get the point.

You can also use headlines like the following: “The best game of 2013!”, “It’s better than Skyrim!”, “The most cool game 2013!” etc. In general, you are limited only by your imagination.

Next you need to choose a picture that will attract people. Since we are advertising a game about dragons, you can take pictures from the game Skyrim (who doesn’t know, can google this topic) or just pick beautiful picture with a dragon. It is advisable to give preference to light-colored pictures. So, here's what I got:

After we've written the headline and selected the image, it's time to move on to the most important part of the advertising campaign - targeting. Before doing this, do not forget to select the type of advertising (site, group, application):

Setting up targeting for VKontakte advertising

Correct targeting (specifying the target audience) is the key to the success of the entire advertising campaign, so this matter must be taken very seriously. To begin with, I would like to show with examples how advertising budgets are wasted due to an incorrectly selected target audience. Here are a few ads that are running on my page:

The page is real, it shows only real data, a real place of residence, and now we will look at the main problems of these two ads (they all come with pay-per-click).

The first announcement is by photographer Mikhail Bolotov, wedding photos, family photo sessions, south of Russia. The group is advertised. The funny thing is that I live in Ukraine, and not in Russia, and I’m also 17 years old and it’s still a little early for me to get married... Plus, it seems to me that the title of the ad is very strange - “photographer Mikhail Bolotov”, I’ve never heard of such a thing heard…

Second advertisement - Apartment renovation in Moscow and the region. An external site is advertised. Again, I’m a 17-year-old boy, why the hell did I have to renovate an apartment, and even in Moscow (I live in Ukraine)?! When I go to the site, I discover that it is built on the Ucoz engine in a slanted, crooked style, as long as it’s lively...

Those. We see that ads are shown to the wrong audience, which means money is wasted.

Now let's move on to setting up targeting. As an example, we will advertise the online game “Dragons”. On the ad settings page we find the “geography” section:

Here we select the country and cities in which we want to broadcast ads. For the game “Dragons” I choose the country Russia. I leave the “cities and regions” field empty, since it doesn’t matter to me from which city the registration will be carried out.

I choose male gender, because I think that games are mainly a male hobby. Age is also an important parameter. Here you need to start from what exactly you will advertise. For example, if it is advertised Commercial offer, then you need to understand that you shouldn’t expect much from audiences under 18 years old, since they are insolvent. If entertainment is advertised (as in our case), then the audience under 18-20 years old is more suitable, since mostly young people like to have fun. In our case, I set the age from 12 to 20 years, since the online game is advertised. The fields “birthday” and “marital status” are not so important.

The next columns that I would like to pay attention to are interests, groups, applications and sites:

First, you need to probe your audience’s interests as much as possible. To advertise the game, I put the interests of the game, Online Games, dragons (since we are advertising the game of the same name), Skyrim (since this game is related to dragons) and for the experiment I prescribed the cartoon “How to Train Your Dragon”. For your advertisements, you also try to probe the audience as much as possible. For example, if SEO services are advertised, then your interests can include website promotion, blogging, website creation, SEO, etc. I hope you get the point.

Next come the “group categories” and “communities” columns, with the help of which you can attract additional audiences from the contact’s groups and publics. Just select groups similar in topic to your proposal. The same goes for websites and applications; for our game I chose the following applications:

If you are going to advertise for recruiting employees (for example, in Moscow), then you may find the “extended geography” section useful, where you can specify areas, metro stations or streets.

I also advise you to look at the “advanced settings” tab and select the most popular browsers there:

Here I advise you to leave Firefox, Opera, Chrome and Safari. We weed out phones and Internet Explorer, because no one sitting on a phone will click on your ad, and Internet Explorer, in my opinion, is used only by those who have recently acquired a computer and do not understand anything about it.

The last step is to set the price per click or 1000 impressions; it can be reduced to 30% of the recommended one:

I also advise you to check the box next to “limit” to 100 impressions per person.”

Hello, dear readers of the blog site. In the article “” we looked at a number of options for attracting interested visitors (buyers) to your resource.

It is clear that without this any project becomes meaningless, so everyone tries to use these available funds to the maximum. We have already begun to talk in detail about, as well as about. In fact, these are wonderful tools that, with the right approach, can provide you with a good start.

But to complete the picture, it will still be necessary to use social networks. They often open up completely new horizons and allow you to reach the audience interested in your products. traditional means It’s impossible to cover. We have already started talking about and. However, the largest and most popular in RuNet remained unattracted by our attention.

What is VKontakte targeting?

Many people mistakenly consider the audience of the social network VKontakte to be poorly convertible, because it is supposedly mostly . Actually, yes, on Vkontatka there really is a higher percentage of shkolota than on Facebook, because there are a lot of free goodies. But this does not mean that there is no solvent audience there - it is simply more diffuse than in such social networks as Facebook, Google Plus or LinkedIn.

However, the advertising targeting methods available on Vkontakte (targeting only the segment of the audience you need) and which appeared relatively recently retargeting Easily allow you to weed out network users who are not targeted for your offer. Let me explain a little about retargeting. It, in essence, makes it possible to show ads in Contact to users you already know, whom you load into your advertising account using a list of Email addresses, or phone numbers, or IDs, or by collecting information about them on your website by installing a special code .

After the appearance of retargeting in the VKontakte advertising account settings, many even stopped using regular targeting. Moreover, how and where you collected the list of these Emails, phones or IDs is not important, but looking ahead I will say that for this purpose you can use scripts, online services and even applications for Contact. Everything works great and you don’t even need it. Below I will give examples of using retargeting that will maximize the conversion of traffic from Contact and reduce the cost advertising campaign.

Actually, for those who don't know, blocks with targeted advertising are shown in the left column on Contact pages (usually the ad consists of a title and an image, and in some cases a description may also be added to them):

Below them there is a button “All advertisements”, by clicking on which you can view the entire range of advertising topics that are offered to you. In theory, they should all correspond to your interests and aspirations, but in practice this is not always the case. In this and subsequent articles, we will focus on minimizing the display of our ads to users who are not interested in them, as well as making them as interesting as possible for them in order to increase their click-through rate (CTR).

CTR (the ratio of the number of views to the number of clicks multiplied by one hundred percent) in targeted advertising, as well as in contextual advertising, is used to evaluate the effectiveness of ads, and the higher it is, the less you will pay per click. Although, on VKontakte you can choose between two types of payment:

Per clicks
For impressions

To understand which payment method will be most profitable for you, you need to conduct experiments (test an advertising campaign with a modest budget - at least 100 rubles), by the way, in ninety percent of cases it will be more profitable to use the payment option “per impressions”, and only when trying to reach a huge Based on the size of the audience, paying for clicks may be preferable. Below we will talk about this in a little more detail.

The “For impressions” option will give you a lot of traffic for relatively small amounts, but with the proper skill. In the “For conversions” option, achieving a low cost per click is quite difficult (you need a good page page of ads), and it will be difficult to get a large number of clicks with this approach. Therefore, it is easier and, in most cases, It’s cheaper to use the VKontakte advertising option when paying “For impressions”.

Let's quickly go over how to create an advertising account on VKontakte (it is not active by default) and start creating an ad. Well, along the way we’ll talk about what you should pay attention to Special attention, and what you don’t have to bother with, because it doesn’t greatly affect the success of the advertising campaign. So, at the bottom of any Contact page you will find a button "Advertising". Clicking on it will take you to a page for choosing which tool you want to use:

Here, by the way, the second sentence “Advertising posts in communities” is interesting. The fact is that VKontakte could always be used for advertising purposes in two ways: either set up targeting in your official advertising account, or search for popular public pages that suit your topics and invite their owners to publish your advertising post. In the latter case, Contact remained seemingly out of business, which is why they started this thing (essentially, an exchange for posting entries in public pages).

But we’ll talk about it later, because today we are exclusively interested in targeted advertising and retargeting in particular. So let's click on the button "Targeted Ads". In the window that opens, you will be briefly introduced to the features of the target, after which all you have to do is click on the “Create ad” button. A form will open with a lot of different fields (we'll talk about them a little later).

You can fill them out at random for now to create a test ad. Together with it will be created your advertising account on VKontakte. After this, you will have an “Advertising” tab in the left menu, through which you can quickly enter this very account.

What is the difference between VKontakte targeted advertising and other types of advertising?

We will return to creating an ad, but for now I want to explain to you, How is targeted advertising different? from media or contextual advertising, and what its trick is.

When using media advertising (banners, etc.), you pay to display your ad to an audience that may include your target users. Their percentage, as a rule, will be very different from a hundred (very similar to the not very strong hit of television advertising to the audience). In this regard, targeting is significantly more selective. By fine-tuning, you can ensure that you pay only for the users you need (targeted and motivated, who are potentially interested in your offer).
In the case of using contextual advertising, a link is made to search queries, entered by the user in the search bar (advertising in the search results), or linking to his recent interests (again determined by previously entered queries) or to the content of the page on which the ad is displayed (advertising on partner sites). Targeted advertising is tied to data that the system (in our case VKontakte) knows about the user - his geographical position, socio-demographic status, interests and much more.

But this is not the main thing. Basics difference between contextual advertising and targeted advertising lies in the degree of readiness of the potential client to buy - is he ready to buy initially or do you have to encourage him to do so.

In contextual advertising, there are mainly so-called “warm clients”. They go into the search, already having the goal of buying something (even if not on the first site they come across, but in general), enter their request, conduct research on quality and price, after which they come from an advertisement to your site and become your customers .
(they came to VKontakte in no case to buy, but to communicate), i.e. We display advertisements to users in order to arouse their interest. Next they need to be “warmed up”.
1. For this purpose, they are used in the case of goods that are not very expensive (when it is quite easy for a visitor to make a purchasing decision). Such sales can be compared to trade in transport, when passengers decide to quickly purchase only not very expensive goods. In relation to Contact, anything that costs less than a couple of thousand rubles can be classified as spontaneous purchases (clothing may be somewhat out of this price category).
2. Or you can direct potential customers to Contact () communities, in the case of expensive or complex goods (services), when people need time to think about it. Secondly, you “process” visitors in the community, turning “cold” clients into “warm” ones. These are the so-called “long purchases” (expensive goods, complex services, events, etc.) that require reflection. It is in the community that you explain to him the importance of your offer, its features, uniqueness, advantages, so that he is convinced of the need of this purchase. It won’t be difficult for him to join the community (if this topic is at least somehow interesting to him), after which he will start receiving your newsletter. It is possible that the process of “warming” (maturing) users may take weeks or even months, but with the right approach everything will work out.

Where to send clients from advertising - to the website or to the community?

Let's fix it once again - when to send a user from VKontakte advertising to an external site, and when to the community?

If the advertised product costs less than 2000 rubles. In this case, it makes sense to lead the client to a landing page (or one-page page)
If the landing page itself has enough information to persuade the client to buy (read about)
If the user does not need to pay - games, promotional sites, etc.

If you have a large online store, or famous brand. In this case, your need will most likely not be limited to one purchase - you need constant sales. In the community you post interesting content, which you dilute with sales posts about new products, offers or promotions. It will be much more convenient, forward-thinking and practical.
If you have a local business (for example, a restaurant, fitness club or cafe). A person joins a community where you can communicate with him, find out his opinion about your service, read his reviews and try to take them into account. Well, of course, with a good community, this client can become a regular one for you.
If you sell complex or expensive products or services. In this case, with the help of the community, you can explain to the user why this product costs so much money, why it is good and what its advantage is over its competitors.

Who is targeting suitable for (advertising on VKontakte)?

If you have an offer suitable for a wide range of users (consumer goods). Things that are interesting to many. The wider your potential target audience, the better it will go in social networks.
If you have your own thematic community on VKontakte, then targeting can serve as a very good way to attract users and subscribers to it.
If you have an online store, then it is quite possible to successfully build sales through social networks. VKontakte will give you new clients, new sales and additional profit compared to all other methods of attracting clients.
Games go well through targeting and mobile applications, because it is very easy to set up advertising to those who have mobile devices, or those who play on social networks.
Cafes, restaurants, fitness, clubs and other local businesses almost always have their presence on social networks, and attracting visitors from there using targeting would be a logical continuation of cooperation.
If you want to attract users to some events, concerts, parties and other events that are aimed at a wide audience, then VKontakte is perfect for you.
Also on social networks you can perfectly advertise various information products, seminars, conferences, coaching, etc. things.
To summarize, we can say that VKontakte advertising works well for customer-oriented businesses (and not business to business).

For whom is VKontakte advertising not suitable?

There are a number of service sectors and businesses that are quite expensive and not particularly effective to promote using targeting in VKontakte(context may be preferable in this case). Basically, the problem lies in the difficulty of selecting the right audience, although with the advent of retargeting (we will talk about it in great detail in subsequent articles), this problem in some cases has become completely solvable. The second problem is that most often people on social networks are not interested in these topics.

Business to business (B2B) It’s very difficult to promote VKontakte (perhaps with the exception of Internet marketing). Those. targeting is not very suitable for B2B outside the Internet (sales of building materials, video surveillance systems, office supplies and everything else that is configured to work with businesses that are not related to the Internet).

Firstly, it is difficult to target suppliers for the right business, and even if you get to the right network user, it is not a fact that he will want to change the supplier he already has. Secondly, suppliers are people too, and they go to Contact to take a break from work, and not continue to do it. If he needs your service, he will go to Yandex or Google and find everything there. Internet marketers actually work on social networks, so landing pages, etc. You can advertise things on VKontakte with success.

They walk hard complex highly specialized services(data protection, alarm systems, etc.), which are incomprehensible to most VKontakte users. It will be quite difficult to find a target audience that will be interested in this. The more complex the service, the more difficult it is to find an audience on a social network. Although, again, with the advent of retargeting it has become possible to allocate an audience for highly specialized offers, some difficulties still remain.
Difficult to promote with targeting medical services , because there are a lot of nuances for each of their types, related primarily to the passage of moderation (you need to collect and send certificates about your activities and coordinate such advertisements in every possible way). In addition, the cost of attracting a client may be higher than in the context, which is not good. Secondly, it is again difficult to target (select) the target audience, although you can focus on some thematic medical communities. But again, users of these communities are already “hooked” on the services of that medical center, which this community created and maintains. There must be a good reason for users to change their guidelines (for example, if your offer has a significantly lower price). Services in cosmetology medicine (plastic surgery, etc.) are being promoted a little better, because this is more interesting to the people.
Quite often they try to promote with targeting real estate, but this is not always effective, because finding a buyer for an apartment using targeted advertising on VKontakte is incredibly difficult. You will need to reach a huge audience to have a chance at even one sale. Moreover, nothing much can be done other than adjusting to megacities and paying age. A more promising method for selling real estate would be to create a thematic community or conduct seminars (for example, about mortgages, or how to buy an apartment), but this will require a lot of work and will add more work to you. Things are better with the delivery and rental of apartments through targeting.

The above facts in no way imply the merits of any of the above methods of advertising, they simply illustrate their significant differences. The VKontakte social network, due to its specifics, aggregates a huge layer of knowledge about the users who are registered and communicate with it. It is thanks to this that, with the proper skill, it is possible only to those network users who, a priori, will be interested in it. Well, with the advent of the possibility of using retargeting, the accuracy of targeting the user has become even higher.

Goods and services worth up to five to six thousand rubles are sold well on VKontakte. You can try anything that is more expensive, but the likelihood of effective sales to the audience of this social network is already decreasing.
In addition, it is worth saying that it is best to sell consumer goods here. With the advent of retargeting, advertising highly specialized offers has also become quite possible and effective, but it’s still easier to sell consumer goods.
If a product, service or brand has a community of fans on VKontakte, then this will be a wonderful help, because targeting by groups works best.
As a rule, it is better to direct the flow of visitors attracted from targeted advertising to an external website (or your website) than to a group or public on the social network itself. But again, you need to experiment.
The prices for advertising on VKontakte are slightly higher than on VKontakte, but here it is very fast (with the right approach) you can get a decent flow of interested visitors, which will result in dozens of orders of inexpensive goods per day. There is an example when the owner of an online store spends two hundred thousand rubles a month on targeted advertising and is very pleased with the margin extracted from this business.

Ad moderation and basic parameters of an advertising campaign

In addition, you should know that (for example, alcohol, tobacco and other nasty things). Well, and everything else that is prohibited by Russian law. Actually, all your ads will be moderated and prohibited topics will not be allowed, but if you are contracting to attract traffic from Vkontakte for someone, then read

VKontakte has long ceased to be just a platform for communication. Today it is a powerful resource that even combines the capabilities of a search engine and video hosting. This is a platform for search and offers, which is especially important for consumers and businesses. Some can collect opinions and recommendations before becoming a client, others can conduct analysis and accurately find the target audience. Advertising in VKontakte groups today is more effective than classical advertising, but it must be presented while observing certain rules. Much depends on the right strategy for attracting customers. Then VKontakte advertising will work.

Advertising in VK and VK-target groups

What to choose: target or group

Targeting is becoming stricter: pictures and provocative headlines will not be allowed through by moderators.
You agree on advertising in the group with its administrator; there is no need to wait for moderation from the VK service.
The size of pictures and text is limited in the target; you will not be able to present a case or another version of the advertising strategy.
If you choose the right group, you will get a large reach of your target audience.
Advertising in VK groups is usually cheaper than targeting.

However, you shouldn’t think that you can sell everything through groups and write whatever you want in an advertising post. This is wrong. Your task is to attract the attention of customers, not law enforcement officers. Don't break the law.

Selecting a group for advertising

In which VK groups is it better to advertise? Advertising in a group will be useful if the users mostly fit the parameters of your target audience, and the group itself is active and updated with posts and participants. What you need to pay attention to if you decide to advertise in a group:

the number of participants and whether it is inflated, what is the ratio of bots and real users;
How often do unique visitors appear?
group activity and renewal;
geolocation - city, region, country must be suitable for the delivery of your goods;
how many likes and comments are there: active groups with up to 18,000-20,000 participants should collect at least 100 likes for each post; if there are only a few views, up to 10, for example, the group is jacked up and is actually unpopular;
daily audience coverage;
cost of placement - the more participants in the group, the higher the cost of placement.

How to start an advertising campaign

Sociate - the service offers a wide variety of affordable platforms and easy tools for finding clients. On the service page, select a suitable advertising campaign, transfer the text of your post to a special field along with a picture and create a task. You can go the other way: select “Find sites”, enter filter categories to search for the target audience for your advertising post, and then analyze the results of the selection. Before placing an order for advertising, check not only the age and gender of the audience, but also the relevance of the activity. If you install the smm-helper service, you will get access to advanced community statistics, as well as the number of group members who were banned. The process of advertising placement is completed by the administrator registering the advertiser block. It will contain data on the number of selected sites, the amount of placement, as well as the number of unique subscribers.
Hollypasta is a free service with a strange name, translated as “holy pasta.” This is an alternative Sociate service, with its own peculiarities of placing an advertiser’s order. True, “holy pasta” is somewhat easier to use. The exchange allows you not only to specify group parameters, but also to analyze competitors’ advertising posts. The service tools are simple. In “Search by Community” you will have the opportunity to choose the one you need from almost a hundred categories. Set a “portrait” of your client: age and gender, and then search parameters. You can explore their activity: how many participants, likes and reposts. Those groups that will be useful in promoting your product and service can be added to “Favorites”. The service allows you to track the parameters of the uniqueness of visitors, the audience in percentage, by gender and age, as well as the geography of group members, devices from which they most often enter the community, and sources of referrals: via direct links, through “My Groups”, “News” or pages users.

Important: admins of highly popular groups cooperate with advertisers mainly through the official advertising exchange "VKontakte". The service receives a percentage of the agreement.

Cost of advertising campaign

How much does advertising in VK in groups cost? There is no clear pricing policy for placements through VK groups and communities. No one has developed a separate price list, but some conditions work behind the scenes to determine the cost of a post, and the admins, of course, honor them.

Therefore, start placing in medium groups with low pay. With the promotion of the product, the growth of popularity and the number of orders, you can move on to expensive and numerous communities.

Placing an advertising post

How to place an advertisement in the VK group? Having prepared a selection of groups with suitable target audience, you can start negotiating with administrators. Review your post carefully again, and then send it to the admin. After his consent, discuss the placement parameters.

The most successful and proven conditions are those in which the advertising post on the “title” is not placed less than an hour, and then goes to the feed. Here it should not be “moved” by other advertising posts for at least a day.

Already in the first hour or two you will be able to understand how successful your chosen strategy and group was.

Pay attention to what time people are most often active in the group. You can collect this data in the “Subscribers” section. By setting up the “Currently on site” filter, you can analyze the number of visitors by time of day or hour.

Next time, such an analysis, if you decide to stay in this group, can “adjust” the post to the most active part of the day.

Creating an advertising post

Advertising in VK groups will be effective if the post is compiled correctly. Regardless of what product you will promote online, there are several universal advertising components that are best used.

Making a “sales” post:

Start with a strong headline.
Break the prepared text into several parts: each block is one thought.
It is better that the post contains the entire advertising text. If this is not possible, the most important and compelling information should be kept open.
Add emoji, but in moderation, otherwise emoticons and signs will create diversity, which will repel the user.
End your post with a call to action: “visit the site,” “find out more,” etc.
Attach only high quality pictures, to each of which add a product description and a link.

And don’t neglect to analyze your competitors’ advertising posts, and also take into account the format of the group in which you post. For example, let's say you sell T-shirts with prints. When posting your post in a group dedicated to the racer Ayrton Senna, attach a photo of T-shirts with the image of the racer.

How to make a post effective

Advertising in VK groups largely depends on the effectiveness of the post. How to make an effective post? Advertising posts with useful information. That is, at the beginning of the text you give a couple of tips on a topic related to your product, and then go directly to advertising. It is important to maintain a balance here so that the offer does not get lost in the usefulness points, and the advice does not seem drawn into a call to buy your products. Advice and your proposal should be in conjunction. For such a post, you will have to think carefully about the title; it should not be flashy, like “If you read it, buy it,” etc.

The advantage of such a text is that thanks to reposts it can spread and be visible for a long time.

Social network opportunities for your advertising

Focus on trends and relevance. For example, you should not miss Kissing Day if you sell cosmetics. Write interesting text, dedicated to kisses, link it to your proposal, add pictures and links.

Focus on the audience: a youth group - you can add a slang word or two, for groups of car mechanics, young coquettes, fishermen, etc. - their own rhetoric, thought out and aimed at these users.

How to make money from advertising in the VK group

Earning money from advertising in VK is possible provided there is a well-promoted platform, large quantity participants and administrator activity. Let’s say, if you don’t have your own group, and you are just thinking about its content, then remember, the more the chosen direction covers interested people, the better for the group as an advertising platform.

It is necessary to think over an interesting design and content. Posts should appear regularly, several times a day. For the initial development of the community, arrange surveys more often and ask for the opinions of subscribers on a particular issue. Don't forget about high quality photos. Browse groups similar topics to understand how to make a page original.

When the group is promoted, make proposals for advertisers. Your contacts or the contacts of the group administrator should be visible. Place advertising conditions: the lower the cost of advertising, the greater the likelihood of a large number of applications.

Another option: place the group on an advertising exchange or affiliate network.

"VKontakte": advertising features

How is advertising on social networks different? VK advertising differs from placement on classic platforms not only in format. On a social network, the advertiser himself does the analytical work: selects an audience, compiles a post to sell, calculates activity indicators, etc. He is included in the process at every stage, which ensures the effectiveness of VK advertising. This is the peculiarity of this advertising platform, and here a “lazy” business will not last. If, when placing on radio and TV, the advertiser waits for the client, then on social networks he goes to his audience, adapts to it and adjusts the offer. This format is flexible and therefore effective. Of course, provided that the advertiser has not neglected any of the rules.