Last time . Today we will continue to consider formats advertisements. And look at social media. Advertising in social networks may also look very different, let's figure it out.

In contact with

Image and text

Small ads that appear on the left under the main menu. A variant with a small picture, heading and text is possible, or with a large picture and only the heading. From such ads, a link can lead to any of your resources.

Community promotion

Special

Promoting Community Posts

You create a post in your community, launch ads on it, and this post appears in the user's feed among the posts of the communities to which they are subscribed. It looks like a regular community post, it's not immediately clear that this is an advertisement. This type of advertising is also called native.

Community advertising

If you are interested in the audience of one particular community, then this posting format is just for you. big picture and detailed description to attract the attention of the target audience.

Classmates

Multi-format placement

Teaser 90х75

Carousel

This is a "scrolling" tape of 3-6 slides. Each slide is a picture and a caption. Slides can be any, but most often any product offers are placed in this format. They are displayed on the mobile version of the site and on the desktop version.

Preroll in video

The pre-roll is shown before the start of the main video in social networks and on Mail.Ru Group projects.

Video notes (OK)

A small video clip that starts automatically in the user's event feed.

Notes (OK)

Banner 240x400

A static or animated banner that is displayed on several social networks and on Mail.Ru Group projects.

Facebook

A photo

Simple and convenient, one might say, "classic" advertising format. Your ad post consists of an image and a short description. Appears in different places on the site, depending on the device from which the user is logged in.

Video

ring gallery

An analogue of the Odnoklassniki carousel.

Slide show

Compilation

Unusual advertising format. The promotional post is complemented by a selection of products in the form of individual images. After looking general information about the advertised product, the user can go to products from product line or related products.

Messenger

Instagram

Square

Landscape

Vertical Format

ring gallery

When using the carousel format, your Instagram ad will appear in a square format. Users can click the arrows to the left and right of the image to see more images.

Instagram Stories

I hope the material was interesting for you. is no longer a novelty, but a necessity for modern business. Think about whether you can connect a couple of additional advertising formats?

The social network VKontakte is one of the most recognizable platforms in the world. On average, about 97 million people visit it per month. The coverage of the VKontakte application per month covers 77% of the audience. About 55% visit it daily.

Based on these statistics, most Russian companies turn to the social network for their own advertising and promotions.

1. Entries and publications from the profile.
2. Hidden entries VKontakte.
3. Placement and sale of own products.
4. Publications of texts and images.

This feature allows users to post any type of content and promote it on a social network, even without using the settings of their personal account.

This method allows you to use any type of attachments in a total of up to 10 images, videos, messages, polls.

Pictures:

• The size should start from a resolution of 510x510 pixels.
• If the photo is rectangular then the sides should be 3:2.
• The maximum image resolution is up to 1000x700 pixels.
• It is better to take a picture on the cover of a publication with a size of 510x286 pixels.
• The snippet has an image size with an external link of 537x240 pixels.
• The photo must be compressed to the maximum size of 1280x1024 pixels.
• For pictures, use only JPG or PNG and GIF formats.

• The maximum admissible video size is up to 5 gigabytes.
• Almost all available video codecs are supported.
• It is better to use a video resolution of 1280x720 pixels. Can be higher quality. The main thing is that the volume does not exceed the recommended one.

• Minimize the number of emoticons in a message to 5.
• The post should be no more than 16 thousand characters.

Hidden posts and advertising carousel VKontakte

Two types of settings are available:

1. Carousel.
2. Recording with a button.

There are several objects in the carousel. Each card can contain editable data. For each of the products in the carousel, it is possible to set prices in pairs, for more convenient display of the discount.

• It is better to add up to 10 cards to the carousel at once.
• All photos added to the carousel must be at least 400 pixels wide and square.
• The maximum amount of text is up to 220 characters.
• The title should not exceed 25 characters.
• Almost any price is set. Either all prices in the cards are filled in or none is indicated.

Recording using the Vkontakte button

The difference from a regular post is a call to perform an action by clicking on a button.

• The entry should be no more than two paragraphs with a total number of characters up to 220.
• Title no more than 80 characters.
• The size of the picture should not be less than 537x240 characters.

Placement and sale of own products

• It is better to use a product photo with a size of 1000x1000 pixels.
• Each card must contain 5 photographs.
• The length of the name should not exceed 120 characters.

Publication of texts and images

This type of content is on the left side of the screen. You can view it only by going to your VKontakte profile through a browser on a PC.

Content Customization Tips

• The image must be at least 148X85 pixels in size.
• The maximum title length is 33 characters.
• The description has a maximum length of 70 characters.

Large aspect ratio setting

• The photo size starts from 145x65 pixels.
• The file size should not exceed 5 megabytes.
• Almost all graphic formats are available.
• Title up to 33 characters.

When promoting a Vkontakte group

• The picture is at least 145x145 pixels.
• The file is not larger than 5 megabytes.
• Title text up to 33 characters.

If a square image is used

• The resolution in the picture is at least 145x145 pixels.
• Up to 5 megabytes in size.
• Any graphic extension type.
• Title text up to 33 characters.

Special advertising content VKontakte

• Image sizes from 256X256 pixels.
• Up to 5 megabytes in size.
• Any graphic extension type.
• Title text up to 33 characters.

When using the application showcase

• The number of characters in the title is 33, and in the description up to 70.
• Image size starting from 560x315 pixels.
• Up to 5 megabytes in total size.
• All available graphic extensions.

Newbie

Targeted advertising on VKontakte: overview of formats

The audience of VKontakte, according to social network, is 97 million unique users, 77% of whom come from mobile devices. Ads can be shown in mobile and desktop versions of the social network, as well as in VKontakte applications.

With the help of targeted ads, you can advertise several types of objects: communities and applications on VKontakte, external sites and community posts.

Text-graphic block: advertisements on the pages of VKontakte

This format allows you to promote an app, community, or external site. Certain ad formats are available for each advertised property. Ads are shown only on the desktop version of the site on the left side of the page.

A text-graphic block can include up to three advertisements on each page of VKontakte. You pay per click (CPC) or per impression (CPM). Ads support behavioral and point targeting, as well as retargeting by pixel or CRM.

The main task of text-graphic block ads is to generate traffic. However, with the help of such ads, the company can also increase awareness, attract new users, and inform about promotions.

In this format, the main thing is the visual component, not the text. It is the picture that attracts attention, so it is important to choose a catchy illustration that will not lose quality due to its small size. A high-quality image in the ad ensures a high CTR. Creatives should match the interests of the target audience and evoke emotions.

Four formats can be displayed in a block of text and image ads:

1. Image and text. The ad consists of a title (up to 33 characters), a 145×85 pixel image and a description (up to 70 characters).
   

   To motivate the user to take a targeted action, the description text should include a CTA, for example, “learn more”, “read on the site”, “buy”. The length of the description line allows you to tell a little more about the offer:

   • inform customers about promotions and discounts;
   • describe competitive advantages product;
   • specify a price to cut off the audience for which it may be high.
2. Large image. There is no description in the ad, but there is a title (up to 33 characters), an image sized 145x165 pixels. The link can lead to a website, community, or app.
   

   The main focus is a large image, thanks to which the ad attracts the user's attention and encourages them to click on the ad for detailed information about a product or service. You can put catchy and easy-to-read text on the picture, for example, the main advantage, selling triggers, brand name or CTA.

3. Community promotion. Includes the following elements: a title, a 145x145 pixel square image, a "Join", "Subscribe" CTA button for groups and public pages, or "I'm going" for events, and information about the number of members or friends in the community.

   

   Such ads help to increase the number of subscribers of the VKontakte community. An active CTA button allows you to join a group or take part in an event without going to the community page. The format works well for well-known and popular brands.

4. square image- a format for promoting applications and games. A 145×145 pixel image is pulled into the ad (or uploaded by the advertiser), the name of the application, the number of friends in the application, and the Play or Launch CTA button.
   
5. Special format for app promotion. Announcements appear on the app catalog page and in the news feed. In addition to the application name and image, you can add its rating and genre. The image can be either the application's cover art or a manually uploaded 128x128 image.
   

   Special ads do not participate in the general auction. They compete in a separate auction with competitive ads of the same format.

   In the feed, the coverage is much smaller than in the text-graphic block on the site pages. Feed ads provide brand presence in user news and posts and increase awareness. On the application catalog page, the design of ads does not differ from the list of other games and applications. If the user is shown relevant ads here, taking into account interests and other targeting, then the probability of getting clicks and transitions is very high.

Promoting Posts - Sponsored Posts in the News Feed

The format works in the mobile and desktop versions of the site, posts are shown in the news feed of users and on the walls of other communities. As with any post, you can add up to ten attachments to a promotional post: illustrations, video, survey, map, products, and others.

The advertiser pays for advertising in this format according to the CPM model. Advanced targeting options are available for ads, as well as retargeting. These options allow you to either match or exclude an audience that has already shown your ad.

The format supports the installation of counters from third-party traffic audit systems, such as AdRiver and Weborama. To start independent tracking of statistics, you need to connect a pixel of one of the systems.

Promotional posts are suitable for promoting publications with information about the company's services, contests and events, and surveys. Using this format, an advertiser can work with users at different levels of the funnel: target new users and increase brand awareness, tell people who are already familiar with the product about the benefits, carry out upselling and cross-selling, work with existing clients(advertise limited promotions, provide bonuses, etc.).

1. Put an existing post in the community up for promotion.
2. Create a hidden post without posting on the wall and show it only in the news feed of the right audience. With the help of hidden promo posts, it is convenient to attract new users to the community and conduct A / B testing of creatives or targeting.

By default, advertisements are shown in users' news feeds. However, it is possible to show promo posts in advertising network— popular communities that monetize by placing ads on the wall and in the news feed of subscribers. It is important that the target audience is selected according to the targeting settings specified when setting up the ad.

You can check the effectiveness of a promotional post using the metric "Assessment of advertising records" (in November 2017). The algorithm takes into account positive (link clicks, video views, group joins) and negative (complaints, hiding from the feed) user interactions with the publication and compares them with competitors' ads within the same format. The rating starts to be displayed after 2000 impressions of the promotional post.

Don't choose "Score" as your primary campaign performance metric. The metric is useful for A / B testing and will indicate a record with a low rating in order to control the budget in time.

1. Try different targeting options: by interests, communities, similar audiences, remarketing audiences, geolocation, etc.
2. Test ad design:
   • attract attention and engage: add video, gif-animations, bright colors to the ad, but remember that the quality of the ad should not suffer from this;
   • focus on the main thing - important details should immediately catch your eye;
   • create ads that match the interests of the audience;
   • add high-quality and understandable images;
   • images can describe the benefits of a product or service, talk about a successful purchase or cooperation experience, demonstrate the most popular item or arrivals of a new collection, collected in one collage.
3. Keep your landing pages relevant. Main information it is better to place it at the top of the landing page, in plain sight.
4. Alternate ad formats to promote the same product.
5. Analyze statistics and control changes in a timely manner:
   • change the bid if the intensity of impressions or the recommended value has changed;
   • set limits at the level of ads and advertising campaigns to control budget spending;
   • study demographics and their impact on performance;
   • if necessary, create a separate creative based on the demographics of the audience.

Promotional posts with a button

Unlike promo posts, this format has a button with a call to action and the inability to attach any attachments. A post with a button has text (up to 220 characters), a snippet where you can change the title and manually add an image (537×240 pixels).

A link in an ad with a button can lead to a community page or website, to a community app, VKontakte app, directly to a dialogue with the community, or generate calls. There can only be one link per ad. Payment for placement - according to CPM or CPC models.

According to VKontakte, the effectiveness of publications with a button is higher than without a button. Ads get 30% more clicks, CTR is 1.5 times higher, CPC is 32% lower.

• go;
• open;
• buy;
• to buy a ticket;
• fill;
• enroll;
• contact;
• join;
• register;
• write;
• more.

One variation of the CTA button is the call button. It appears in ads in mobile applications"VKontakte" and in the mobile version of the site. Such ads allow the user to directly contact the office or call center of the company.

Using the application

If you are one of those people who think that VKontakte advertising does not work, that you will spend a lot of money and get nothing, then this article is for you.
In this article, you will learn: how to create a VKontakte advertisement, what are the settings and functions.

The audience of VKontakte is 90 million people, of which more than 68 million are active users. From this it can be understood that this social the network provides an excellent opportunity to find the audience you need.

Types of advertising VKontakte

Creating an advertisement begins with choosing the format that suits you.
Let's take a look at what they are and what goals they serve.

• Text-graphic block (TGB)

Benefits of TGB (Goals):

• many transitions
• low CPC
• placement - desktop only

Technical requirements for ad formats:

2. Cross-device formats

Cross-device formats are formats displayed in the news feed on all platforms: in the desktop and mobile versions of the site, as well as in all official VK mobile applications.

• Advertising entry

Let's analyze each of them separately.

You can add a title to each card short description, image, button, link, as well as two prices, for example, to show a discount.

This format is suitable for selling goods or services, for example, online stores.

Advantages of the Carousel format:

• multitasking
  - Attracting users to the site to make a purchase or other targeted action;
  - Increasing brand awareness;
  - Attracting new subscribers to the community.
• Cross-device
  
• Convenient
  Payment for the format is available both for clicks and for impressions.

With the help of a universal record, you can promote records that allow you to cover 90% of Runet users, as in full version website and on mobile devices.

Benefits of the Universal Record format:

• Native
  Brand content automatically adapts to the advertising format.
• dotted
  All targeting settings are available, as well as retargeting.
• Fair
  You can connect third-party pixels for tracking statistics.
• Cross-device
  Ads are displayed on all available devices of users.
• Accurate
  Ad frequency per person, not per device.

Peculiarities:

• visually noticeable;
• contains a call to action;
• intuitive to users;
• leads to a specific page specified by the advertiser;
• you can choose the text of the button depending on the task of advertising.

The application allows:

• create convenient forms for applications in the VKontakte interface;
• in the fields of the questionnaire, auto-completion of user data works, due to which the level of conversion of the completed data increases.

Questionnaires can be flexibly configured so that users share exactly the information that you need.

Technical requirements for formats of advertising records:

• From 3 to 10 cards containing information about goods and services can be added to the carousel.
• The body of the entry can be up to 220 characters long, including punctuation and spaces. The text should not contain links, hashtags and mentions.
• The title of the card must contain from 3 to 25 characters.
• The size of the image in the carousel must be at least 400x400 px.
• Supported image formats are JPG, PNG, or GIF (no animation).
• The text on the image should occupy no more than 50% of the total area of ​​the photo.

• The text of an entry can be up to 16,384 characters long, including punctuation and spaces.
• You are allowed to use no more than 6 emojis in the text of the entry.

• Up to 10 JPG, GIF, TIF, or PNG images can be added to a recording.
• The text on the image in the advertising post should occupy no more than 50% of the total area of ​​the photo.

• GIF animation must be attached as a document.
• GIF file size can be no more than 50 MB. Autoplay GIF animation works for files with a weight of no more than 10-12 MB.
• Each side of the GIF must be no larger than 1000px.
• GIF-image must contain more than 1 frame, the interval between frames is from 0.01 to 1 second.

• The maximum allowed video file size is 2 GB.
• Supported video formats: AVI, MP4, 3GP, MPEG, MOV, FLV, F4V, WMV, MKV, WEBM, VOB, RM, RMVB, M4V, MPG, OGV, TS, M2TS, MTS.
• The maximum video resolution is 1080p.
• Horizontal, square and vertical video recordings are supported.
• The ability to embed videos from other video hosting sites (Youtube, Rutube, Vimeo, etc.) is available.

• The entry text can contain no more than 220 characters, including punctuation marks and spaces, no more than two line breaks (using links in the text, including hashtags, is not allowed).
• You are allowed to use no more than 6 emojis in the text of the entry.
• The image in the snippet next to the button must be at least 537x240px.
• The text on the image in the snippet should occupy no more than 50% of the total area of ​​the photo.
• Supported image formats: JPG, PNG or GIF (no animation).
• The snippet text next to the button can be up to 80 characters long, including punctuation and spaces.
• The caption for the button can be selected from the proposed list. The list of available labels depends on the landing page of the ad.

Settings and targeting

After you have chosen the form you need, go to the targeting settings.
I’ll note right away that the target audience and the recommended price will change depending on your settings.

SO

In addition, there is a convenient function of setting points on the map. Using the "Place Type" setting, you can choose which users to show ads to - those who visit regularly, live, study, work, or are in the specified location right now.

Great for businesses where the target audience should be close to the office.

gender, age, marital status- It's clear.

But the “Birthday” function is well suited for a promotion in the style of “Congratulations on your birthday! Only for you...".

Birthday information is updated daily, so you only need to set up an ad once and your ad campaign will stay relevant. This is especially convenient when you have a permanent birthday discount.

4. Interests

Interests is a very important section of your settings.

Here you select a group of users who are interested in this or that topic. VKontakte classifies users into audience segments based on their social activity. networks and external sites.

This section does not work correctly, as many users do not indicate their place of study or work in their profile.

It is better to target users by education only if you are interested in graduates of specific educational institutions or recent graduates.

Position targeting works best for equipment ads, such as dentists. Of course, there will be few people, the information may not always be fresh, but sometimes it is at least something.

Retargeting is a simple and effective way to increase leads and repeat orders.
You can show ads to users who have already shown their interest in your brand - they visited your site, put something in their cart, made a purchase, or simply saw your ad.

You can also exclude audiences, such as users who opened a form and submitted a ticket, in order to no longer show them an ad.

To select a retargeting audience in the settings, we first need to create it, or to be more precise, install a pixel on your site.

Setting up a retargeting pixel

First you need to create a retargeting pixel. To do this, go to the "Retargeting" section on the left in the menu. Next, click "Pixels" and then "Create Pixel".

A window will appear where you will need to write the name, the allowed domain and select the theme of the site.


After that, a window will appear with the code that will need to be put on the site, and an explanation of how to do it.

When you install the code on the site, you will need to check whether it works or not.
You can do this in the same place in the pixel settings.

Now that you have a working pixel, you can create an audience.
To do this, click on the “Audiences” tab and the “Create Audience” button.

A window will appear where you can choose the option of creating an audience that is convenient for you: using a pixel or from a file.

The "Load from file" option implies that you have your own customer contact database. Creating such an audience will be a plus, as you can exclude your customers from the ad audience so as not to spend your advertising budget on them.

Also in the "Retargeting" section there is a tab "Similar Audiences", or look-alike.
Here you can find VKontakte users whose behavior is similar to your customers.

You can use any retargeting source audience with a reach of at least 1,000 users.
To create a LAL audience, click on the "Find a similar audience" button.

The search can take anywhere from 30 minutes to several hours, so check back in and check the status from time to time.

Once you've finished creating audiences, go back to creating your ad and select your audience from the list.

7. Audience retention settings

Here you can collect the audience that interacted with your ad. And also choose the events on which she interacted: they watched the entry, went to the community, hid the entry from the news, and so on.
You can add multiple audiences.

8. Price and location settings

In this section, you can choose the sites where the ad will be shown, the payment method - per clicks (CPC) and per impressions (CPM), as well as limiting impressions per user and advertising campaign.

Cost of targeted advertising

CPM (cost per mille) is a payment model where you pay for 1,000 impressions of your ad.
CPC (cost per click) is a payment model where you only pay for user clicks on your ad.

Auction Vkontakte

• the bid is affected by the creative (CTR of the ad).

The minimum cost of the transition is 5 rubles. (technically the minimum rate value) when paying using the CPC model.

2. The principle of cost per 1000 impressions

When paying for 1000 impressions (CPM):

• the bid is affected by the number of advertisers for a given target audience in the auction
• the bid is NOT affected by the creative (CTR of the ad).

The minimum cost of the transition is 30 rubles.

• Advertising campaigns
  This section displays a list of advertising campaigns and ads within them. This is your main working interface, here you can carry out any actions related to the creation and management of advertising.

  You can see the remaining budget, how much was spent today and yesterday, as well as a small statistics of advertising campaigns.

  Be sure to set limits!
  Otherwise, VK can "eat" your budget for a month per day.

Here you can see all the information about the ad: what it looks like, how many clicks, complaints, etc. It was.

• Budget
  Here you can view and replenish the balance of the advertising account.

How to replenish the balance of Vkontakte?

You will be prompted to select a payment type.

If you decide to make payment convenient for physical. persons, then you choose the payment method, specify the amount and make the payment. The minimum payment amount is 500 rubles.
If for legal persons - just enter your bank details.

With its help, you can automatically negotiate with the administration of the communities that suit you about placing your ads in them.
There are no more complicated processes for coordinating the post with the community administration, just specify the budget and campaign dates - the system itself will offer the optimal list of groups with maximum coverage within the budget.

1. Create advertising post and send it for moderation.
2. Specify the budget and placement period.
3. Examine the list of communities selected by the platform.
4. Confirm placement.

Let's analyze each step in more detail.

In a pop-up window, you will be prompted to select the type of post - a post with text and attachments or a repost of another post - write a text, a short title, and select an advertising campaign.

“A post with text and attachments” can be called a “regular post” on the community wall, and a “repost of another post” is more suitable for promoting your community or VK page.
Up to 10 attachments can be added to each new entry: photos, videos, audio recordings, etc. Only one attachment can be attached to a "repost".

In the "Short name" field, you can write a name that will be used to identify the entry in personal account and SMS alerts. No one but you will see it.

2. Specify the budget and placement period
Click on the "Post Post" button and select the options you need to search for suitable communities.

3. Examine the list of communities selected by the platform
Based on the above data, the market platform will offer you a list of those communities that meet the stated criteria.

If some of the communities do not suit you, you can exclude them by clicking on the appropriate button.

4. Confirm placement
After you have completed the selection of communities, click on the "Post" button.
Booking a place will happen automatically in the time range that you specified.
Information about your applications will appear in the "Pending publication" section.

Application statuses

Vkontakte advertising campaign statistics

After publishing your entry, you can monitor its performance.
You can view detailed statistics for all posts or for a single post in a particular community.

You can find out the total reach of users who viewed the advertisement, the number of clicks on the link, the number of group memberships if you are promoting it, and so on.

This data will help you analyze how your ads are performing in different communities and adjust your ad campaign for the best results.

Conclusion

Thus, we can conclude that thanks to the simple interface and many settings options, finding the target audience of VK you need is easy and simple. In addition, it does not require a large budget. Content monetization strategy, 100+ offers in stock.

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