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How to set up VK ads correctly

VKontakte is one of the most popular social networks in the CIS. This resource is visited by over 38 million people a day. On average, each user spends about 3 hours every day to check messages, read news, go to their favorite public or listen to music. Targeted VKontakte ads can be effective for almost any business. But for this you need to know your audience, otherwise the money will be wasted.

Frankly, I did not work with large budgets of thousands of dollars. But I can say that with a small budget you can get the maximum result with the correct targeting. This article is about how to advertise on VKontakte if you have never done so before.

how to set up VKontakte ads

Concepts with which we will work
Targeting is a tool with which you can select a target audience from all users that matches the necessary criteria (gender, age, geographic data, interests, etc.) and display ads only to it.

CTR – clickthrough rate, defined as the ratio of clicks to impressions, measured as a percentage. This is a key indicator of the success of your ad.
The formula is: CTR = clicks / impressions.

CPM – cost per 1000 impressions. When you choose a pay-per-impression method of payment, this amount is deducted from your advertising budget for every 1000 ad impressions.

How to create an advertising account
All ads are created in your account. If you don’t have one yet, go to “My Settings” – “General” and click “Customize the display of menu items”. Find “Advertising” and check the box.

VKontakte menu

In the left menu, you will see the item “Advertising” – this is your advertising account.

How to make an advertisement in VK
The advertising budget can be replenished using a bank card, electronic money or payment terminals (the latter option is only in Russia). Then you can run your ad. Click “Create Ad.” Now you need to choose what you want to advertise. I will talk about three accommodation options:

community advertising
community post advertisement
external site advertising
We will not configure application advertising in this article.

advertising in contact

Choose the option of what you will advertise.

Community Advertising
VKontakte community advertising was created in order to attract subscribers to your group or event. To create such an advertisement, you need to have the rights of a community administrator.

A community is any group, public page or meeting. Select the one you need from the list and click “continue”.

VKontakte group advertisement

There are 4 options for ad design:

image and text
large image
community promotion
special format
Image and text
145×85 pixels image
Header up to 33 characters
Description up to 70 characters

This option is used when the picture does not convey the essence of the product and you need to tell the text in more detail. This is the only type of community advertising to which you can add a description. In the description, I recommend using calls to action. For example: “Join us and be inspired every day!” Or “Subscribe to keep abreast of the latest IT developments.”

VK community ads

Large Image Ads
Image size 145×168 pixels
Header up to 24 characters

I use this format when I need to focus on the picture. If necessary, you can add text to it, but see that it is readable.

VK advertisement with a big picture

Community Promotion
Image size 145×145 pixels

The title is pulled from the community and you can’t change it. There is a button “Subscribe”, when you click on which the user immediately becomes a member of the community.

community promotion vk

Special format
256 × 256 pixels image

The title will also be pulled from the community and you can’t change it.

A special format is the promotion of communities that VKontakte sets aside in a separate auction. Such ads will compete for impressions only with other ads of this format.

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