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Полный курс по ВК маркетингу для начинающих 1 урок Рекламный кабинет Сообщения Лид-формы Вконтакте — Transcript

by Александр Бурилов - Таргетированная реклама · 3,338 words · 482 segments · language en · Watch on YouTube

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0:00VK Client Course 2026. A completely
0:03free course where I'll cover everything
0:05in 10-15 minutes per lesson, with about
0:07five or six lessons in total. I think I
0:11can fit it into five, and I want to
0:13share essential information that will
0:16be useful for those just starting out
0:18or already making their first steps in
0:20VK promotion, but still have questions
0:23on how to do it more effectively. And
0:26that is exactly what I want to help you
0:28with, because when I was starting, I
0:30remember how hard it was to dive in. My
0:33goal is to make this journey into VK
0:35promotion and reaching profitability
0:37through VK as comfortable as possible
0:39for you. I want to create five lessons.
0:42And our first lesson will be dedicated
0:44to how people actually buy on VK.
0:46Basically, it's an introductory lesson
0:48where you will learn how VK works from
0:50a sales perspective. When we talk about
0:52VK promotion, we use three entities: a
0:55personal page, a VK community, and an
0:57ad account. Let's break down each one
1:00in order. The first is the ad account.
1:02What do we need to understand? We go
1:04directly to the link. We type in "VK
1:06ads" or "VK advertising," and we need
1:08this specific link. I will leave it in
1:10the description, as always. VK Ads, the
1:12platform for your project, right? We go
1:17there, see this page, and click "Go to
1:19account" in the top right corner. After
1:23that, we log in using a personal page
1:25or an email, and then we are directly
1:28inside the ad account. It will look
1:30like this for you. If you have already
1:32set anything up, your ad campaigns will
1:34be listed here at the campaign level.
1:36If you haven't set anything up yet, it
1:38will be empty with a "Create" button.
1:40Okay, we’ve got that sorted. It is
1:42very important to understand that when
1:45you click the "Create" button, there
1:47are quite a few options for how we can
1:50launch, using quick launch or expert
1:52mode. There are a bunch of different
1:54target actions here. There is also
1:56brand awareness and reach. And how do
1:57you tell all of this apart and so on? I
2:00can say that we should first identify
2:03three, or even four, main variations of
2:07where we can drive traffic. The first
2:10is a website, that is, working directly
2:12with a site. We go to the websites
2:15section, click "Add pixel," set up the
2:18email, and then you are given the
2:21option to add the domain of that site.
2:25Connect your site using the VK pixel
2:28and voila. You start tracking various
2:31events occurring on the site. We won't
2:33dwell on this right now. The point is
2:36that you can drive traffic directly
2:38from VK-provided resources—meaning
2:40not just VKontakte, but also
2:42Odnoklassniki and other email services
2:45—to your website, and also use
2:47retargeting to collect visitors who
2:49have already been to the site and show
2:51them additional offers. Also, if your
2:54website has a product catalog, for
2:56instance, you can use dynamic
2:57retargeting. Let’s say a person
3:00viewed a specific product but didn’t
3:02buy it. We can track this using website
3:05advertising and, for example, show them
3:07on VKontakte that they looked at a
3:09certain item and offer a 10%discount
3:11promo code if they buy it right now.
3:13You can use this approach as well. Next
3:16comes a more popular tool—I would
3:18even say one of the most popular—
3:19which is the lead form. It is the
3:23simplest way to promote yourself on
3:25VKontakte and, to some extent, the most
3:27efficient in terms of your time
3:28investment. However, it is not suitable
3:31for everyone. So, what is a lead form?
3:33Here on the left, there is a section
3:34for "Lead forms and surveys." Let me
3:35find one among my clients 'accounts
3:37right now. Here, for example, is one of
3:39my client’s lead forms. Northern
3:40Venice. Price calculation. Don’t
3:42overpay middlemen. Information, contact
3:44details. That includes a phone number
3:46and a link to a social network profile.
3:47This all populates automatically. Plus
3:50a couple of questions. The person
3:52clicks submit, after which these
3:54details are sent to the sales
3:56department. Then the sales department
3:58can process them. Or, if there is just
4:01one owner, it gets sent directly to
4:03that owner. For most projects that
4:06don't yet have a personal page or a
4:07VKontakte community, this is a great
4:09method. I am currently editing the
4:12video and realize that at this point,
4:14it would be really cool to insert a
4:16lesson on how to properly create a lead
4:18form. So, let me do that. I will insert
4:21a lesson from my paid course. It’s
4:24just about 10-15 minutes long. And for
4:27the continuation of what I was filming
4:29for the free course, please watch the
4:31second part of the first lesson. To set
4:34up our first ad campaign for these lead
4:37forms, we first need to create the lead
4:39forms and then configure the
4:40advertising for them. Therefore, we go
4:43to the "Lead forms and surveys" section
4:45. It is located right here. I already
4:47have two lead forms created here, but I
4:49will create a new one from scratch to
4:50use for the ad campaign we are about to
4:52set up. So, I click on "Create lead
4:55form." This blue button right here. And
4:57this window opens up. Let’s see what
5:00we have here. Let's start with the fact
5:03that here on the left side of this
5:05window, we see all the settings that we
5:08can adjust. And our settings will
5:10consist of four stages. The first is
5:12design, then come the questions, and
5:14next is the result. And the fourth is
5:16settings. On the right, we have the
5:18live preview. And at each of these
5:20stages, we will see a preview of that
5:22specific stage. So let's take a look at
5:24what we have here. The preview includes
5:26a light theme, a dark theme, as well as
5:29mobile and desktop versions. We will
5:32focus on the light mobile version, as
5:34it is the most popular, but we can also
5:37check how it looks in other formats
5:39just in case. Alright. And let's start
5:43with the setup. First, we name the lead
5:45form. Since I already created the first
5:48two, I will call this one lead form 3.
5:51Next, we have the item: create a
5:53landing page. Landing page. Let's click
5:56here and go to edit. And right here,
6:00you can create various image blocks,
6:03add, for example, some images, enter "
6:06kitchens," and add another block. Here
6:09is a text block, you can also add a
6:13block, for instance, with a video,
6:15upload a video here, and so on. So, our
6:18landing page ID in this case is the
6:20ability to place quite a lot of
6:22information. That is, to make a kind of
6:25website, but this is the specific site
6:27that stands before the lead form itself
6:29. In this instance, I just showed that
6:31you can fill in this information. And
6:34when a person clicks on our ad that
6:36they see, they will go to this
6:38mini-landing page, scroll down, and
6:40click the button to submit an
6:42application. And after that, the lead
6:46form will open up directly. In our case
6:50, a mini-landing page is not needed,
6:52but I have shown that there is an
6:54option to fill it with photos, text,
6:56and video quite effectively. So, if
6:59your niche or field requires, well, a
7:01detailed explanation of what exactly
7:03you want to provide to the person and
7:05address their objections, you can
7:07create such a mini-landing page before
7:09they move on to the lead form. And
7:12let's move on to the lead form itself.
7:14I will close this, close it, and turn
7:16off the mini-landing page. Or rather,
7:18the landing page as it's called here.
7:20And here we have the first screen of
7:22the form. I usually recommend putting
7:25more text or a lead magnet here. A lead
7:27magnet. It differs in that there will
7:31be this kind of bonus image here, which
7:34will provide a bonus discount, let's
7:36say, in percentages, like a 500%
7:38discount, or a bonus of, I don't know,
7:4110,100 rubles. It looks like this. But
7:45again, it is better to say "discount"
7:47here, because this is how rubles and
7:49percentages are added. It looks more
7:51visually appealing. However, I always
7:53put in more text. Why? Because when we
7:56use a Lead Magnet, we have one problem.
7:59Yes, we do have this bonus and discount
8:01, but the company name is limited to 30
8:04characters. So, right here, let me
8:06paste it in. And we also have a
8:08headline. Custom kitchens in Saint
8:10Petersburg with a 20%discount. Yes, we
8:13could remove the "with a discount" part
8:15like this. Actually, no, even then it
8:18won't be clear. Therefore, in this case
8:21, it will look like this. And that's it
8:23. We cannot fill in any more
8:25information. And yes, we could expand
8:28on our offer here on the landing page,
8:30justify it, or describe it, but by
8:32doing so, we lengthen the user's path.
8:35That is, a person needs to click on the
8:38ad, then go to this landing page, then
8:40click a button, then end up here. And
8:42only here can they leave their contact
8:43details. So, it gets significantly
8:45longer. That is why I don't recommend
8:46getting carried away with these landing
8:47pages. That is only if you don't have
8:49enough information right here. And to
8:52include as much information as possible
8:54here, I recommend using more text. As a
8:56rule, I use this exact format. Why?
8:58Because you can simply take and insert
9:00this kind of text here. You can
9:02separate it with spaces. This way, when
9:04a person lands here, they can study
9:06various pieces of information. In 350
9:08characters, you can fit quite a lot of
9:11information. For example, "15 years of
9:13crafting reliable custom kitchens in
9:14St. Petersburg." We've already provided
9:16a lot of information in just this one
9:17line. "In February 2025, there is a 20%
9:19discount on kitchen manufacturing."
9:21It's already interesting. Half of
9:23February is already over, at the
9:25current moment, so the person will be
9:27interested. And further on, they read
9:29that kitchens are made for any size and
9:31preference at prices below the market
9:32average. Compare and see for yourself.
9:34So, there is already some kind of call
9:35to action. And then comes a clear call
9:37to action. Click send to view our work.
9:40In this case, the name and phone number
9:42will be pulled in automatically, but we
9:44will talk about that a little later.
9:47That will be during the questions stage
9:48. Now we have filled in this
9:50information. We also need to place the
9:52logo. This red asterisk indicates that
9:54this field must be completed. Let's go
9:56ahead and do that. Click on upload logo
9:58. And here everything will depend on
10:00whether you have worked with this ad
10:02account before or not. If not, then you
10:04upload your photos and videos to the
10:06Media Library here. I already have the
10:08logo uploaded, so I will select it.
10:09There, I've selected the logo. You can
10:11also crop it here if necessary. The
10:13logo should be, I believe, 256 pixels
10:17at a minimum. Or just any square image.
10:20All right, we're done here. And since
10:22we will be asking for a WhatsApp number
10:24, we are primarily referencing WhatsApp
10:26, so let's make it green. There is also
10:28an option here to use the eyedropper to
10:30pick a style, if you happen to want one
10:32. And also to select a cover image from
10:34the media library. You can either
10:36upload it or choose one from the
10:38library. So, for example, let's take
10:40this kitchen one. Let me highlight it
10:43like this. Again, this isn't strictly
10:45critical. You can make a cover with an
10:48interesting offer so that information
10:50is displayed right here. It will look
10:52fine in night mode, too. It also looks
10:55good on desktop. Well, that's it, we've
10:57taken a look here. Okay, the first
10:58window looks quite interesting. Let's
11:00move on. Next, we have questions. And
11:03under questions, we have two items. The
11:06first is contact information, so to
11:08speak—these are mandatory questions
11:10where we can add those fields that will
11:12be pulled from the user's profile. So,
11:15for example, I can also add a link to a
11:17social network here. And this way, I
11:19will pull the person's name, phone
11:21number, and social network link. And
11:24most importantly, I recommend always
11:26including these three. Why? Because it
11:28speeds things up. The person won't have
11:31any issues if they happen to leave
11:33their social media link. Well, yes,
11:35there is a nuance with phone numbers,
11:37but this is a lead form. Phone numbers
11:39are implied here. And even if a person
11:41sends us an incorrect number, we will
11:43still be able to reach them via social
11:45media. Therefore, definitely, even if
11:47you don't think it's important, still
11:48select the social network link, because
11:50just in case, you'll be able to reach
11:52out to this person later and write to
11:54them directly. Right, we understand
11:56this part. And there is also an option
11:57to add an additional question. For
11:59example, it could be a question: "Enter
12:01your phone number to receive everything
12:03on WhatsApp." And here we can select a
12:05custom answer format. Why do we do this
12:07? We do this so that the person
12:09manually enters their phone number here
12:11. Alternatively, we can ask the
12:13question: is the phone number entered
12:16correctly? So, here is the name. Next
12:19comes the phone number, which is
12:20automatically pulled here from the
12:22social network. And there is also a
12:23link to the social media profile. But
12:25at the end, we also ask if the phone
12:27number was entered correctly. And we
12:29offer a choice of one of the answers.
12:31We add "yes" and we add "no". "I am
12:33entering the correct one now." Why is
12:34that? I recommend doing it. Because if
12:36we leave only this window, everything
12:38will be pulled automatically, and the
12:40person might accidentally click submit.
12:43But if we add an element like this,
12:45they will specifically click on the "
12:47yes" or "no" button. "I am entering the
12:49correct one now." We can draw their
12:51attention to the fact that they are
12:52leaving their phone number. In case
12:54anything happens, they can also adjust
12:56it. And then the submission of the
12:57application will be more intentional.
12:59And this way, the leads will be of
13:01higher quality. Good. Let's move on.
13:03Next, we have the results section. What
13:06does "result" mean? A person has
13:07submitted the lead form, after which
13:10this page opens for them. "Thank you
13:12for your answers, the application has
13:13been submitted." And here you can enter
13:15up to 160 characters of information.
13:18And also, for example, add a phone
13:19number. We can add a promo code, we can
13:22add a website, for example, a link to
13:24our community if there is no website,
13:27or, for example, a direct link to our
13:29WhatsApp. This is necessary so that
13:31when a person has submitted the lead
13:33form, they can already reach out to you
13:36somehow, or call you directly and get
13:38in touch. That is, we are adding
13:40additional touchpoints with them. Or,
13:42you can choose to leave nothing here.
13:44The only thing that is very important
13:47to write is: "We will write to you on
13:50WhatsApp soon." That is why we must do
13:54this. So that the person understands
13:57what will happen, because we already
13:59mentioned WhatsApp there, saying that
14:01we would contact them and send
14:02everything. Just in case, it should be
14:05reinforced so that they are definitely
14:06expecting it. Because if you start
14:08calling them, for instance, they might
14:10get scared and not understand why you
14:11are calling them at all. You mentioned
14:12WhatsApp. Therefore, what we write here
14:14in the lead form is what we must carry
14:16out. If the person doesn't answer on
14:18WhatsApp, then, of course, you need to
14:19call. If the person doesn't answer the
14:21call either, then you need to write
14:24directly to their personal page. But
14:26that is already a matter of sales.
14:29Those are questions for the sales
14:30department. As marketers, we establish
14:33the maximum number of interaction
14:36points here and do so as organically as
14:38possible, so that there are no
14:40mismatches later between the client and
14:43the sales department. Or, if you are an
14:46entrepreneur, so there are no
14:48mismatches or negativity with you later
14:50, so that it’s all purely positive.
14:52Moving on. And next, we have the
14:54settings. Click continue. And what do
14:56we have here? Here we configure several
14:58elements. The first is consent to the
15:00processing of personal data. Here you
15:02enter various legal information
15:04directly related to this ad, to this
15:07lead form. And there are also
15:09notifications. Notify about new leads
15:11via email. Here you can enter your
15:12email, or multiple emails separated by
15:14commas, where the leads will be sent
15:16directly. If you have created a
15:19personal page, there will also be an
15:21option here to send leads to your
15:22personal page. And there is also a
15:25checkbox here for mandatory questions.
15:28What does this do? Let's click it, yes.
15:31And when we are here at the questions
15:32stage, clicking back and forth, this
15:34question about whether the phone number
15:35is entered correctly becomes mandatory.
15:38So this will be mandatory, and it is
15:40automatically pulled, but it is
15:42mandatory in any case. And this
15:43question here can be optional, and a
15:46person could skip it. Or we make it, as
15:48you can see here, it says optional in
15:50parentheses, but now because we checked
15:52the box, it will also be mandatory.
15:55Meaning they won't be able to submit
15:56the lead if they don't answer that
15:58question. Something like that. Click
16:00save. That's it, we now have our lead
16:02form 3. And the most important thing is
16:04what we can do with it now. We can
16:06click edit. And even when your ad has
16:09been launched and we are driving
16:10traffic to this lead form, we can still
16:12go into this lead form and, for example
16:14, change the text. By the way, I
16:16haven't mentioned that you can add
16:18emojis to the lead form. There are no
16:20issues with moderation, right? So, you
16:22can't add emojis to the ad that a
16:23person sees in their feed, but you can
16:25add them here. This way, you can break
16:28up the text with more colorful elements
16:30so that it's better and more
16:32comfortable for the person to read.
16:34Good. And then you can change whatever
16:37you want, the result, and so on. This
16:40is in case you want to make adjustments
16:42, because once you create a lead form
16:44ad campaign, you won't be able to
16:46change it there. So, the lead form you
16:49set up is the one that the ads will run
16:51for. And then we also have the option
16:53to click the three dots here and
16:55duplicate it. So, 3. Why is this
16:58necessary? For instance, we have
17:00already built a lead form, but we're
17:02wondering what the effectiveness would
17:04be if we added, say, a 10%discount here
17:06, right? Meaning we won't promise a 20%
17:09discount there, but 10%instead. This
17:12way, we can create lead form 4 and see
17:14if there is any difference at all. Yes,
17:17this is just an example for now. As a
17:19rule, we change the images, maybe
17:21change the text, for example, ask our
17:22neural network to change the text to
17:24something more comfortable, right, and
17:26then compare the two versions. But in
17:30any case, we now have 3 or 4 lead forms
17:32here that are generally the same, but
17:33with different aspects. In our case,
17:36only the discount is different for the
17:38sake of example. Okay, we’ve got that
17:39part. And now let’s move on directly
17:42and try to set up our advertising
17:43campaign.

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This page contains the full transcript of Полный курс по ВК маркетингу для начинающих 1 урок Рекламный кабинет Сообщения Лид-формы Вконтакте by Александр Бурилов - Таргетированная реклама, generated from the public captions YouTube serves with the video. The transcript has 3,338 words across 482 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

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