A large audience is concentrated on social networks. This creates huge opportunities for entrepreneurs. After all, a properly configured advertising campaign provides a business with customers for a long time. But there is also a downside - even minor errors in the settings lead to a waste of the budget. You need to be able to target VKontakte advertising correctly. Therefore, in this article we consider the key targeting options.

Ad types

Targeting is a tool for finely segmenting the target audience. With its help, you can choose from all the visitors who match our goals. Moreover, the resulting group is subject to additional screening of non-target consumers. This means that only truly interested people see your banner.

On VK pages

Here is the setup of targeted advertising on VKontakte of three types:

1. Application. Suitable for promoting internal games and social network services.
2. Community. Designed for promoting groups and upcoming events.
3. External site. A universal option that provides for placing a link to any page on the Internet.

There are five external display formats for the listed publishing methods. They are not available for all types of targeting. Moreover, each has its own characteristics. For ease of comparison, we summarize the data in a table.

Note! It is not necessary to select the size of the pictures in exact accordance with the data in the table. It specifies the minimum resolution and aspect ratio. The rest is easy to do using standard editing tools in VKontakte.

For each option, you set a title of 33 characters. It appears in bold font.

This is only one way to place targeted advertising on VKontakte; we’ll look at how to set it up below. Let us only note that the effectiveness of such advertisements decreases. This is explained by banner blindness of users. Due to the frequent appearance of irrelevant links, people unconsciously begin to ignore them. Therefore, we developed a radically new way of promotion.

In the news feed

These advertising posts appear when visitors to the social network view news. They merge with the publications of their friends and communities from the subscription. Often, users do not even realize that they are switching to content paid for by the service. There are four types of display:

1. Carousel. It is a horizontal ribbon consisting of product cards. There can be from three to ten. Moreover, for each you can show two prices: old and new. This is how you inform customers about discounts.
2. Record with a button. Looks like a regular post. The only difference is that you add a button at the bottom with a call to action, for example, buy or call. Its functionality is configured separately.
3. Universal module. It fully corresponds to classic VKontakte posts. Supports photos, text descriptions, geotags and much more.
4. Collection of applications. Suitable for selling or educational content. It looks like a form in which visitors enter their contact information: from name and phone number, to country of residence and birthday.

Unlike banners on pages in VKontakte, for publications in the news feed you do not need to enter a photo and title into a rigid website template. Therefore, advertising posts have quite flexible options.

Setting up target audience

We have listed all possible ad types. Now let's look at how to set up targeting in VK using them. As a result of these actions, we will ensure that the selected display type is displayed among users of interest to us. To do this, we segment the target audience according to a number of parameters.

Note! It is better to do a separate project for each segment of potential clients. This helps to quickly adjust work while analyzing promotion effectiveness.

Geography

There are two ways to track social network users:

1. By region.
2. By location on the map.

In the first case, we indicate the country and cities. In the second, the possibilities are much wider. After all, we choose the location with high accuracy. Down to geographic coordinates. There can be up to a hundred such points. For each of them we indicate the range of action. It determines the location of potential customers. The options include both adding and excluding regions.

Moreover, the service determines location not only by IP address. Profile data, Internet connection locations, and frequency of presence in the selected area are taken into account. This means that after setting up targeting in VK for residents of Novokuznetsk, they see ads even if they are temporarily in Moscow or St. Petersburg.

Demography

• Floor. Men are less active, but they buy faster. Women click on links more often, but are less likely to reach the result.
• Age. Directly affects solvency.
• Family status. The status does not always correspond to reality. Moreover, the option increases the budget by an order of magnitude. It is better to use it when absolutely necessary. For example, for a wedding agency or children's animation studio.
• Birthday. Suitable for publications with products dedicated to this holiday.

If possible, it is necessary to lead different categories of people to separate projects. After all, a schoolgirl girl and a married forty-year-old man need different banner designs.

Interests

It is very difficult to tell in general terms how to properly set up targeted advertising on VKontakte using this tool. The problem is that the profile information is rarely filled out completely. However, it does not always correspond to reality.

Therefore, the only setting that deserves attention in this section is display in communities. Here we indicate the groups in which our target audience is presumably located. Moreover, both adding and excluding publics is available.

Education and work

This section is noteworthy only as an additional option. People often leave this part of their profile blank. And if they are filled, then the same position may be indicated in several variations. Therefore, a thorough analysis of target audience pages is required.

The advantage of this method is that you can literally prepare a personal appeal to the person in the ad.

Extra options

For some businesses, it is important not so much to use “internal” VKontakte targeting as the ability to set up retargeting for visitors to your own website. This provides for the connection of audience groups collected in the database using special scripts.

A gradation of visitors is available by browser type, operating system and device from which they access the social network. Using these settings, we further segment the solvency of potential clients. The feature is also useful for game and application developers.

Setting the price of advertisements

There are two options:

• CPM – payment for impressions. The amount is set for every 1000 views of your post. Moreover, using a limit, the number of demonstrations to one person is limited. This allows you to exclude inappropriate views.
• CPC – cost per click. The cost of this option is several times higher. But you get a guaranteed click on your link.

If you are just starting to figure out how to run targeted advertising on VKontakte, it is better to choose CPC first. As a rule, this method is cheaper.

When setting up a target in your VK personal account, the recommended cost of placement is indicated. It is often overpriced. In test mode, it is enough to set half of its value and watch the result.

What’s important here is the click-through rate (CTR) – the ratio of the number of clicks to impressions. A low score indicates that the audience is not interested in your offer. There are two reasons for this: the target audience was chosen incorrectly or the appearance of the banner does not stimulate the transition. This means that the campaign needs to be adjusted.

As soon as we achieve a CTR indicator at which views are cheaper than clicks, we can change the price to CPM.

Analysis of advertising campaign statistics

Without this tool, it is impossible to effectively set up targeted advertising in VK. There is a high probability of wasting the allocated budget. Therefore, we be sure to analyze the diagrams on the main page of your personal account. There are four options available:

• transitions;
• shows;
• expenses.

All of them are displayed on the timeline. Therefore, it is possible to view information for any period. Sharp fluctuations in the schedule are a reason for a detailed study of the changes. By clicking on the project name, we see detailed reports.

When promoting a community, additional statistical data is available in its control panel on the “referral sources” tab. When advertising a website, a web analyst helps you draw the right conclusions. To do this, you need to first put down UTM tags.

It is important to remember: the purpose of studying statistics is to determine which changes give positive dynamics. It is the multiplication of the “right” actions and the elimination of the “wrong” ones that makes it possible to minimize the cost of each advertising transition.

In the article, we examined in detail how to make targeted advertising on VKontakte. We studied the basic tools and principles of their selection. Now you can independently advertise your community on social networks and minimize your budget.

Targeted advertising is advertising that is shown only to the audience needed by the advertiser in accordance with the specified targeting settings (geography of residence, demographics, interests, etc.). Without the skills to work in an advertising account, the chances that your ad will be seen by the target audience are almost zero. Therefore, using VKontakte as an example, we will look at how to set up advertising so that it is effective and the cost per click does not bite.

2. The “VK for business” page will open. There will be a link to your advertising account on the right. Select the “Targeted Advertising” tab and click the “Create Ad” button.

Advertising posts in the news feed- entries that are displayed directly in the VKontakte news feed, alternating with publications from friends and groups to which users are subscribed. Ads will be shown on computers, mobile phones and tablets.

Advertisements on website pages- these are text and graphic ads that are displayed on VKontakte on the left under the menu, they look like small images with text, and are visible only on the desktop version of the site.

Once you have decided on the type of advertisement, you can proceed to the advertising settings. Regardless of the chosen placement format, the targeting settings are almost identical. Therefore, next we will look at how to create ads using the “Post with Button” format as an example.

4. Select “Post with Button” and click “Create Post” (you can also select an existing post and run an ad).

6. In the window that appears, write text (no more than 220 characters and no more than 2 hyphens), upload a picture or video. Then add a button (in this case, join the community) and click “Create”.

8. Write down the target audience settings.

On the right side of the page there is a counter that shows the potential audience reach - the number of registered VKontakte users who will be able to see your ad depending on the selected targeting settings.

Each new setting will decrease or increase the potential reach. And in this case, it is important to determine the portrait of your potential buyer as accurately as possible using the functionality of the advertising account.

Indicate the geography of residence of the users to whom the advertising campaign is targeted.

This could be all of Russia, 5 cities in which the company has branches, or, for example, certain metro stations in St. Petersburg.

It is important to select a country; other settings depend only on the size and specifics of the business: you can include or exclude a region and city at your discretion.

Please note that the IP address is not used as the primary source of user location information. The system primarily analyzes the data that users provide on their pages, including their geolocation.

Indicate the gender, age, birthday, marital status of the audience.

It is important to remember the specifics of the business. If you sell, for example, generic products, there is no point in indicating gender. The age of users also needs to be specified depending on who your target audience is.

It is better not to pay attention to the “Marital status” column, as it may not be filled out or filled out incorrectly. But for those who have a birthday soon, you can offer a special discount. This setting will also be useful if, for example, you have a gift or balloon store.

Specify the interests of the users you want to target with advertising.

Let's consider in detail each column to fill out:

• "Interests and behavior." Interest data is automatically collected and analyzed based on user interaction with VKontakte content and advertising, visits to thematic communities and websites. Categories are constantly updated and remain relevant in accordance with audience preferences. As a result, you can show ads to users who are interested in a particular topic.
• "Communities". Most users are subscribed to various communities. In this setting, you can simultaneously select up to 100 communities whose members you want to target.
• "With the exception of". Allows you to exclude communities whose subscribers you do not want to show advertising to. For example, your own, since the goal is to attract new users.
• "Activity in communities." Allows you to show ads to those who have recently visited a group, joined it, or commented on community posts.
• "Applications and websites." Allows you to target ads to those who play in a specific application or have recently installed a game.
• "Travelers". Allows you to reach people who have been abroad at least twice in the last six months and accessed the social network from there. These can be both tourists and businessmen who fly on business trips abroad.

9. Indicate the education and positions of users (if necessary).

You can select a specific university or school and the year of graduation. Moreover, the year of graduation can be not only current, but also future. This setting is suitable if, for example, your company is having an open day and you want to invite graduates and senior students. In addition, you can target ads to people who have certain positions listed in their personal information on their page. However, please be aware that the position may be listed incorrectly or not listed at all. Then advertising will be shown to non-target users.

10. Specify additional parameters (if necessary).

Let's take a closer look at the settings from this category:

• "Retargeting Audiences" Allows you to set up advertising for users who have provided you with their contact information (email address, phone number) or have previously visited your website, as well as for an audience similar to your community subscribers in terms of preferences and behavior. With these settings, you can set the degree of match, how similar the new audience should be to yours.
• "With the exception of". Allows you to exclude the retargeting audience from the overall reach of the advertising campaign.
• "Devices". Allows you to target users of specific mobile devices. Use this targeting if you sell, for example, accessories only for Apple.
• "OS". Allows you to target people using specific operating systems installed on their computers.
• "Internet browsers". Allows you to target people using specific browsers.

11. Specify audience saving settings.

You can save an audience of users who, for example, viewed your post, shared it on their page, followed a link, etc., and also set up retargeting for them.

Thanks to this setting, you can show ads at certain times, for example, during the opening hours of the advertised establishment or when users are most receptive to it: only at lunchtime or in the evening.

13. Specify the payment method and location of the advertisement.

In this settings category, specify the location of the advertisement depending on its format. You can also choose one of two payment methods (you can change it only at the ad creation stage):

• for transitions (if the goal is transitions to a page or group);
• for impressions (if the goal is coverage, involvement).

If you are running advertising for the first time, focus on the recommended price. Sometimes, for example, it is divided by 3 and subsequently adjusted depending on the speed of the advertising budget. If it unscrews quickly, you can further reduce the price. If, on the contrary, it unscrews slowly or does not unscrew at all, try increasing the cost.

14. Click “Create ad.”

After this, you will be able to see how your ad will look in the users' feed, and you will also see all the campaign settings that were selected at the ad creation stage.

15. Write down the final parameters.

• Specify the budget limit (restriction). Please note that with a daily limit, you yourself set the amount that will be debited daily, and with an ad limit, the system automatically determines how much to spend per day. Once the limit is used up, advertising will automatically stop. To resume it, just top up your budget and restart your ad.
• Change the ad status to “Launch”.

If the icon next to the ad changes from “hourglass” to “play”, then the ad has already begun to show to the audience.

Now your task is to monitor it and change your targeting settings if necessary. Using these step-by-step instructions, you can easily launch an advertisement for a VKontakte ad. Good luck!

Dmitry Dementiy

You say that VKontakte advertising is not working well: some schoolchildren click on the ads, the entire budget is spent overnight, but there is no result? This happens if you choose your target audience incorrectly. From this article you will learn how to properly set up VKontakte targeting in order to show advertising to the right people.

How VKontakte targeting works

Imagine that you are advertising car repair services in Smolensk. You can show ads in the most popular VKontakte communities and wait for a response. If the ad says “Car repair in Smolensk,” clients will probably contact you. The problem is that you will pay for advertising displays to residents of Penza, Irkutsk and Vladivostok. In addition, you will spend money on displaying advertising to users from Smolensk and other cities who do not have a car. Moreover, you are pouring money into advertising services to people who drive expensive, unbreakable foreign cars. And you specialize in the repair of domestic cars, and you have direct supplies of spare parts from AvtoVAZ.

To spend money efficiently and make deals, you must show advertising only to residents of Smolensk who have a car. It is advisable that the advertisements be seen by people with not very new cars that have spare parts from AvtoVAZ. This problem can be solved by targeting the target audience.

With targeting, you virtually eliminate untargeted ad impressions. For example, don’t spend money on advertising holidays in Pattaya to schoolchildren who are still interested in football and dolls, and not walking along Walking Street. Ad targeting provides the following benefits:

• Increased response: conversions and transactions.
• Reducing costs.
• Reducing the cost of customer acquisition.
• Preventing negative user reactions to untargeted advertising.
• Displaying ads to competitors' audiences.

With this guide, you will learn how to target an audience on VKontakte.

How to properly set up VKontakte targeting

Select ad format: “Image and text”, “Large image”, “Community promotion”.

Enter a title and text, upload an image, select a theme. If necessary, you can set an age limit for impressions. At this stage, do not spend a lot of time on these steps. The task is to move on to audience targeting.

To use targeting effectively, you need to know your audience. To collect data about users, research the market, survey real customers, use the buyer persona method. You can read about him also.

For the experiment, imagine that the company operates in the Krasnoyarsk region. You serve clients in all cities of the region except Zheleznogorsk. It is known that you are most often contacted by female office managers between the ages of 20 and 50. Another group of clients are IT specialists of large companies, 70% of whom are men. Their age also ranges from 20 to 50 years.

How to set up geographic targeting

Target the audience groups suggested above. To begin, select the geography for your ad impressions. Specify the Krasnoyarsk Territory as a target and exclude Zheleznogorsk.

How to set up demographic targeting

As stated above, your potential clients include women who work as office managers, as well as men and women who work in IT departments. Therefore, in the “Gender” section, leave the default value. Select male or female only if you are selling a clearly masculine or feminine product, such as spinning rods or makeup. Keep in mind that in this case you are also cutting off potential clients, for example, women who are keen on fishing.

Indicate the age of the audience. According to the terms of the experiment, we agreed to target clients aged from 20 to 50 years. This is a wide age range, so please specify it unchanged in your settings. If the age of most customers is in a narrow range, for example, 25–30 years, try expanding the target group. Indicate your age from 22 to 33 years old and evaluate the results of the campaign.

If necessary, limit the audience of displays to birthday people.

Skip the Marital Status menu. Use it only in exceptional cases, for example, if you are selling gifts for Valentine's Day.

When and how to use interest and interest category targeting

In interest targeting, you can select audience segments. These are users who are currently interested in a particular product and are ready to buy it. For example, an advertiser can show ads to people who often shop in online stores, are looking for a car, or are interested in financial services. VKontakte classifies users into audience segments based on their activity on the social network and on external sites.

How to target community members

The idea is very simple: if you show ads to members of thematic communities, the response will be higher. For example, you can show advertisements about refilling cartridges to members of all communities of the relevant topic related to the selected region.

To find suitable communities, use the VKontakte search. Using the filter you can change the search criteria.

Also use the allsocial.ru service, with which you can search and evaluate communities. Be sure to exclude members of your community from the audience. Most likely, they will see the publications anyway.

How to show ads to users of specific apps and sites

This task is solved using the “Applications and Sites” filter. Enter the name of the site you are interested in and save the options proposed by the system. At this stage, you can assess the potential reach and feasibility of targeting the audience based on the selected criterion.

If necessary, exclude any sites or applications from being shown to users using the "Except" filter. Check the “Travelers” checkbox if you want to show ads to users who visit VKontakte while traveling abroad.

What to do with targeting by education and position

Look for a target audience by education only if you are interested in graduates of specific educational institutions. You can also target users who have recently graduated from an educational institution.

Use position targeting as a last resort and very carefully. This targeting method can greatly narrow your audience or add untargeted people to it. Firstly, not all users indicate a position. Secondly, the target audience may include people who indicate all their places of work on the page.

For example, filter your audience by job title if you want to show ads to specific professionals. For example, use this type of targeting if you sell dental equipment. Please note that advertisements will not be seen by dentists who have not indicated their profession in their profile.

How to use retargeting

Users who are familiar with your business, product, website or VKontakte public respond to ads many times more often than a cold audience. This is a great reason to use retargeting.

To use retargeting, go to the appropriate menu in the VKontakte advertising account. Click the Create Audience button.

You can create an audience using a retargeting pixel or data from a file.

Upload a file with a database of email addresses, phone numbers or user profile IDs. Check out requirements for downloaded information or use the recommendations:

• Use a CSV or TXT file.
• Write one address, id or phone number per line. You can also write data in a string separated by commas or semicolons. You can find out the user id using applications.
• Enter your phone number in the following formats: +71111111111, 71111111111, 8-111-111-11-11.

You can also install a retargeting code on your site. In the Pixels menu, generate a pixel.

Copy the code and paste it onto the site.

If the site runs on WordPress, it is convenient to insert the code using the Head, Footer and Post Injections plugin.

Use the "Edit" menu to add/remove audiences or get the retargeting code again.

After filling your retargeting audience, create ads and launch an advertising campaign.

What services increase the efficiency of VKontakte targeting?

Using external services, you can improve the accuracy of targeting your target audience and make advertising more effective. Pay attention to the following sites:

To increase the effectiveness of advertising, it is necessary to collect data on different segments of the target audience using one or more services. Save the received data in CSV or TXT format, and then create the appropriate retargeting groups.

Audience targeting is available in advertising automation services, for example, Aori, Plarin, Sociate.Targeting. The targeting capabilities here are standard, but automation systems provide advertisers with the ability to simultaneously manage advertising campaigns on multiple platforms.

How targeting increases the effectiveness of VKontakte advertising

In this section you will find successful and unsuccessful examples of targeting the VKontakte target audience. Check out the big

Just a few years ago, we had no idea how firmly social networks would become part of our lives. They have ceased to be just a chat room for teenagers. Increasingly, well-known companies, owners of large businesses, online stores and simply private entrepreneurs are creating pages and communities online to promote their products and services.

To attract subscribers - potential clients - there are various tools. We will talk about one of these methods in this article.

Targeted advertising on VKontakte: general information

What is this? What is it for? Maybe this is just a waste of money?

For a long time there was an opinion that VKontakte was a network for schoolchildren. But recent research has shown that the situation is changing. Nowadays, the popular Russian social network has a large number of solvent audiences who are ready to learn about various goods and services and make purchases. These people need help in obtaining such information. But since the main thing is still rest and entertainment, the offer should not be too intrusive. What does targeted advertising on VKontakte do successfully? What it is?

If we talk about the external component, these are small advertisements located on the left side of your social network page. Surely everyone has paid attention to them, but not everyone knows how they appear and why.

The ad includes a title, a picture and a short description. As a rule, no more than two or three pieces will be visible at the same time. To view others, you need to click on the “All advertisements” button. Ideally, each of them should correspond to the interests of the person on whose VKontakte page it is located. After all, these ads are customized specifically for each user.

But practice sometimes deviates from the ideal because the human factor intervenes.

Targeted advertising on VKontakte requires a very careful approach. Advice on its preparation and launch will not be superfluous.

If you don’t adhere to them, you can easily waste your entire planned budget and not achieve any results.

Not every product or service sells well using targeting. If these are some rare items, seasonal, not for everyone, or too expensive, it is better to look for other methods of promoting them. Everything related to medicine sells poorly. Only consumer goods are suitable for targeting.

Before launching an advertisement, prepare and place an advertising post in your group, on the website or on the platform where the user will go. You need the person not only to come, but also to become interested in the information, stay late, want to study it in more detail, and register or joined a group, and ideally, made an order.

The ad itself also requires a careful approach. A high-quality photograph or graphic image that is clear and bright. The goal is to attract attention. Play on people's emotions. The text is short and concise. It must hit the target exactly, be written in the language of the target audience (target audience) on which the bet is made. Familiarity and rudeness are unacceptable. No addresses on "you"! You may not pass moderation.

Before a full display, you should first test your ad, spending no more than 100 rubles. It is best to make several ads on the same topic, but with different pictures, headings and explanations. And from them, during the test process, select the best option.

Setting up targeted advertising on VKontakte

Let's look at the detailed operating algorithm.

Preliminary stage - analysis and user pages, their search queries are viewed, interests are identified. Based on the data obtained, a portrait of the target audience is drawn up with whom you will have to work during the advertising campaign.

There are several ways to get started:

2. If there is a community (group), you can act through it. It will be faster this way. Under the avatar there is a line “advertise the community”.

With the first option, you will have to make two transitions before you start creating your ad. And the second one leads directly to where the targeted advertising on VKontakte is located. The network itself will tell you how to set up further work.

First, we upload the ad prepared in advance (text + image). They must be of a certain size, both in terms of the number of words and the length/width of the image.

Then we proceed to settings for various parameters of our target audience: age, gender, place of residence, interests, marital status, and so on. There can be quite a lot of such indicators. Which one to take depends on the specific situation. Below is an example of targeting.

After filling out all the fields and creating the first ad, a personal advertising account will appear in which you can track how the advertising campaign is progressing.

Payment Methods

Another parameter for targeting.

Setting up targeted advertising on VKontakte requires two per impressions and two per click. It is best to do the first option first, and later switch to the second. most often used when reaching a very large audience. Transitions are cheaper and easier.

Basic concepts and terms of targeting

Reach - the number of people who saw your ad at least once.

Transition is measured in numbers. How many times did you follow the offer? The user who made the transition will not be shown the ad a second time.

Impressions - how many times your VKontakte ad was shown.

CPC (cost per click) is an indicator of the cost of one transition.

CPM - (cost per mille) - price per 1000 impressions.

CTR (click-through rate) - this concept shows the effectiveness of the ad and is calculated as the number of views times the number of transitions multiplied by 100%.

Examples

The more detailed you fill out all the fields, the more effective targeted advertising on VKontakte will work. Let's look at the cases (real examples) right now.

An online store of goods for children decided to conduct an advertising campaign. The target audience was determined - women aged 20-30 years, married, with children. Delivery of goods from this store was carried out only in city X. All these parameters were entered. Payment method - per transition. The recommended price is four rubles. Audience coverage - 10,000 people.

If the store worked with delivery throughout Russia, the numbers would be different. And all cities would be indicated in the settings, which would definitely increase the coverage area.

Group (community) or website: where should the ad lead to?

Targeted advertising on VKontakte (the instructions for using it were given above) and the practice of its use show that at a fairly low price and a specific type of product (service), it is better to send the client to a well-designed one-page website. Where can he place an order immediately?

With a large assortment, for example, online stores, the transition should lead to a group. In this case, the goal is not just a one-time purchase, but long-term cooperation and ongoing sales. This applies to various pizzerias, fitness clubs, sale and delivery of flowers and much more.

New opportunities

Recently, an interesting addition has appeared - retargeting, which expands the initial possibilities of advertising products.

It allows you to show ads to users you are already familiar with.

Pros of targeting

Allows you to very accurately determine and indicate the portrait of the target audience. Many network users like to talk about themselves, giving detailed information about their hobbies, place of residence, age, and so on. Thus, it will not be difficult to find “yours” among millions of subscribers based on the necessary characteristics and offer exactly those goods and services that will be of interest to them.

The accuracy of choosing the target audience allows us to achieve a situation where the advertisement and offer itself finds the client, and not vice versa.

Conclusion

Thus, if you want to increase sales, talk about a new product or service, targeted advertising on VKontakte will help. Reviews from many business owners indicate the effectiveness of this type of promotion. But only with a properly configured and executed campaign.

Social media targeting is an opportunity to advertise a brand only to those who are interested in the product and attract potential customers. An ad can send the user to a VK page, a website, a video or an application. But where is your target audience concentrated: on VKontakte, Facebook or Instagram? Depending on this, the specifics of setting up targeted advertising also change.

We will tell you how to create ads on different social networks. We will list the most popular parameters on VKontakte, Facebook and Instagram and explain how they should be configured.

To create an ad in VK, you need to click on the “Advertising” button. It is located under the menu.

For targeting on VKontakte, a standard advertisement is used with an image, text, sometimes a button or carousel that includes several products. It appears on the left under the menu or in the news feed.

Item targeting settings

Pros and cons of targeting on VKontakte

Advantages:

VKontakte has more than 20 parameters by which you can search for your target audience. There are interesting non-standard settings, for example, showing ads to those who have a birthday soon.

Advertising can be launched in an hour. All you need to do is transfer the funds and send your ad for moderation. Once approved, the advertisement is posted. Please note that some topics take longer to moderate as documents and licenses are required.

The disadvantages are the high cost of clicking on an ad - about 20–30 rubles, depending on the topic of the client’s company. The b2b segment, top brands, jewelry, designer goods, etc. will be more expensive. Construction stores, lighting, and middle-class clothing will be cheaper. If you compare this method with promotion by other methods, the cost is really high, especially if you need to increase the number of subscribers in the group. Audience growth can cost 2–5 times more.

Correctly setting up targeted advertising on Facebook

Facebook strictly moderates content, so it's worth doing your research first. rules advertising activities. On this social network, you can launch a campaign from your profile page in quick creation mode. It's simple and takes 5 minutes. But the ad display settings are not deep and precise enough, so the advertising campaign has less chance of success.

To launch it, it is better to use a special tool - Ads Manager. It helps you accurately target your target audience and find interested users.

There is an even more advanced tool for professionals - Power Editor. It is complex and not entirely suitable for beginners. But it allows you to make the most precise settings and manage large-scale campaigns.

What to consider to set up detailed targeting?

Advanced Feature: Create a Custom Audience

How to set up targeted advertising on Instagram?

What can you do to target your advertising campaign audience in detail?

We indicate the country, city, region of the target audience, as well as its age, gender, language.

We determine investments and campaign duration down to the minute. To properly set up an ideal budget, you should select it in 5-10% increments and watch how your coverage increases. The percentage of funds spent should not exceed coverage.

Create an ad in one of the following formats:

• image is the most common way to advertise;
• video up to 60 seconds - it demonstrates better efficiency;
• slideshow up to 50 seconds - no more than 10 images can be used;
• ring gallery.

We write the text, indicate a call to action and a link to follow. Facebook ensures that there is no more than 20% text. For those who violate the rule, coverage is reduced to 30% of the declared one. In the URL column, enter the address where users will be directed to when they click on the ad.

After all settings and verification, the product can be advertised. To do this, click “Place an order”.

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