3 стратегии которые экономят десятки тысяч рублей в месяц Аналитика и оптимизация VK Реклама Таргет — Transcript

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1. 0:00Hello everyone. In this video, I'll
2. 0:01share three tips that, firstly, save me
3. 0:04tens of thousands and even hundreds of
4. 0:07thousands of rubles over months of
5. 0:09management. And, secondly, of course,
6. 0:11they give me more opportunities, a
7. 0:14better understanding of what works and
8. 0:16what doesn't, and, naturally, more
9. 0:18profit in your business. Let's get
10. 0:20started. So, as a marketer, I naturally
11. 0:23work with an advertising account, a
12. 0:26community, and various chatbot tools,
13. 0:29and each has its own analytical data
14. 0:32that needs to be properly interpreted
15. 0:35and used for specific purposes. So,
16. 0:38let's say we have an advertising
17. 0:40account. We have 1,000 results, but
18. 0:42they have different goals. Some are
19. 0:44subscriptions, others are ad
20. 0:46impressions, right? And how do we even
21. 0:48understand how many results we had, for
22. 0:51example, yesterday, on July 12th? So,
23. 0:53the advertising account itself shows,
24. 0:55let's say, 59. And to do that, we need
25. 0:57to go directly to the community. Here,
26. 0:59we definitely need to go to the
27. 1:01statistics section. Then, our task here
28. 1:03, among all these points, is to select,
29. 1:06well, in general, we've already set a
30. 1:09period that will be more or less
31. 1:12suitable, right? So, there's our date,
32. 1:15and then we go down. And our main
33. 1:17target action is the message itself. So
34. 1:21we find it. Here's the message. And
35. 1:24here is the number of messages, but
36. 1:26we're specifically interested in
37. 1:28looking at the users. So, here we can,
38. 1:30firstly, select, say, by hour, by day,
39. 1:33yes, how many people wrote, and again
40. 1:35by user. Users means how many unique
41. 1:38users wrote on a given day. If we set a
42. 1:41slightly longer period, we can
43. 1:42specifically do it by week. So, for
44. 1:44example, when I create such large
45. 1:46reports, I usually select users here,
46. 1:49yes, and set them by week like this.
47. 1:51And you can see that last week, for
48. 1:54example, 454 people wrote for the first
49. 1:57time, and 365 already wrote in total.
50. 2:00By the way, I wonder why there's such a
51. 2:03discrepancy? Okay. We need to sort by
52. 2:05day here, and we're specifically
53. 2:07interested in July 12th. And you can
54. 2:10see that 55 users wrote for the first
55. 2:13time, while in the advertising account
56. 2:16we see 59. So, naturally, we understand
57. 2:19that 55 of our results are real. That
58. 2:22is, most likely, some people clicked
59. 2:25twice on our desired objective, namely,
60. 2:27subscribing to the newsletter. The next
61. 2:30point is very suitable if you're
62. 2:31promoting some content from the
63. 2:33community, that is, for example, clips
64. 2:35you've uploaded to the community or
65. 2:37posts. For example, we go to our
66. 2:39advertising account and see that an
67. 2:41advertising campaign for clips is
68. 2:43currently activated. Here, we have ads
69. 2:45running. And, therefore, the goal isn't
70. 2:48being met, simply because the goal here
71. 2:50is to display ads, and that's what it
72. 2:52will a priori display. But how can we
73. 2:54even verify the effectiveness of what's
74. 2:56happening? So, we can look at the
75. 2:58groups separately, and yes, we can look
76. 3:01at the ads. And to see this, we need to
77. 3:05add the columns here on the gear wheel
78. 3:10and add various parameters. What should
79. 3:14we add first? ECPM, of course. Then, we
80. 3:18definitely need to scroll down a little
81. 3:21, and in my case, since clips are being
82. 3:24promoted, here you can find clips
83. 3:26directly and add all this. After that,
84. 3:30you can zoom in on the parameter you
85. 3:33just added. I already have likes,
86. 3:36comments shared, and bookmarks added. I
87. 3:39zoomed in a little. You most likely
88. 3:42don't have this, so be sure to add it.
89. 3:44And also, be sure to add subscriptions
90. 3:46and messages here for the community,
91. 3:49too, to see the full statistics. Apply
92. 3:52it. And now we can drag to the right,
93. 3:57right? and see how many subscriptions
94. 4:00there were for each clip. So, how many
95. 4:02messages were there, right? So, here
96. 4:04you can see that everything is zero.
97. 4:06That is, no one wrote for this amount.
98. 4:10But again, we're promoting a clip here
99. 4:12that links to Ozoone. So, the click is
100. 4:15more important to us, yes, that is, how
101. 4:17much the click itself costs. You can
102. 4:18see that this is the most expensive one
103. 4:20. But at the same time, we spent 1,260
104. 4:23rubles here. But there were six
105. 4:25subscriptions. Here, for example, on
106. 4:27Jeluzy, we spent 1,700, there were also
107. 4:29six subscriptions, twice as many clicks
108. 4:31, but here you can see exactly what's
109. 4:34doing better in terms of subscription
110. 4:36conversion. We also go a little further
111. 4:39and find likes, comments, and bookmarks
112. 4:43. So, we see that two people bookmarked
113. 4:47our content, and some people also liked
114. 4:51it. I also promoted some clips there,
115. 4:54and people also wrote comments, and
116. 4:56this way you can calculate how much
117. 4:58each action on a given clip costs. But
118. 5:01again, first of all, we also look at
119. 5:04the cost per click, how much it costs
120. 5:06us, and then what all those clicks
121. 5:09translate into. Because here you can
122. 5:11see that we only had three clicks for
123. 5:142,000 impressions, which isn't much,
124. 5:17really, there were practically no
125. 5:19expenses. So, most likely, this is an
126. 5:22audience that, based on keywords, had
127. 5:25one subscription, which makes sense,
128. 5:27for 156 rubles. And there was no
129. 5:30reaction to the content either. I'll
130. 5:33leave it for now, because the small
131. 5:35budget was more effective, but I'm kind
132. 5:38of doubtful, because 50 rubles per
133. 5:40click is quite a lot. And I think I'll
134. 5:42still be able to use up some more of
135. 5:45the budget, probably another 1.2
136. 5:47impressions, I'll see. If the situation
137. 5:49doesn't change, I'll turn it off. The
138. 5:51next important point, also within the
139. 5:53advertising account, is the ability to
140. 5:55edit. There's a pencil here, and
141. 5:57there's also the ability to access the
142. 5:59analytics block. So, there's this
143. 6:01analytics tag right here. Click on it,
144. 6:05and here we have, firstly, information
145. 6:08by date, right? So, we launched this
146. 6:11advertising campaign on the 7th. And
147. 6:14you can see the results and clicks.
148. 6:16This is where we had the most clicks.
149. 6:18The result. The cost per result was 52
150. 6:20rubles. Then it started to deteriorate.
151. 6:25Well, now it's trying to learn
152. 6:27optimally, right? Again, we're only
153. 6:29running it for the first week, so we're
154. 6:31analyzing what we have here. And then
155. 6:34there's a tab called demographics. And
156. 6:36we can see that the budget here was
157. 6:39mostly spent on men. Although we have
158. 6:42both men and women listed here. Why was
159. 6:44this done? Simply because here you can
160. 6:47see that there was a result for men,
161. 6:50and its average value was 127 rubles,
162. 6:52but for women, there was no result at
163. 6:54all. And so, realizing that there were
164. 6:57no results for women, he stops showing
165. 7:00them. And it was only 15%. So, what
166. 7:02would I do here? I'd remove the women
167. 7:05ads altogether. That is, I'd go into
168. 7:07editing, remove women, and then, using
169. 7:10the same settings, I'd simply set up
170. 7:12different offers specifically for them,
171. 7:15right? So, say, there's a girl from
172. 7:17Sarapul, and they say, "Yeah, we'll
173. 7:19give you a tattoo." You can also view
174. 7:21them by geography here, but in my case,
175. 7:23it's just a highlighted syrup, and
176. 7:25that's where the results come from. And
177. 7:27another important point is that you can
178. 7:30analyze keywords. You can see that
179. 7:32there were six results for the keyword
180. 7:34"tattoo," yes, and this allows you, for
181. 7:37example, not to waste your budget on
182. 7:39unnecessary keywords. That's how it
183. 7:41works. Three important features in the
184. 7:43advertising account. I believe this is
185. 7:44the foundation and basis. And as a
186. 7:46reminder, this was the fifth lesson of
187. 7:48my mini-course on promotion on
188. 7:49VKontakte. Here, I tried to convey as
189. 7:52much information as possible in a short
190. 7:55course, specifically for beginners. But
191. 7:59if you want to learn more, progress in
192. 8:01this field, become a targeting
193. 8:03specialist or an entrepreneur who
194. 8:05understands technical data well,
195. 8:07understands the overall marketing
196. 8:09strategy of their business, and how to
197. 8:12generate good profits using VK, then
198. 8:14you can click the button below. I
199. 8:16invite you to my main training. It has
200. 8:1914 modules on key topics. You can study
201. 8:21each module as you wish, review them,
202. 8:23and cover what you need to know. Again,
203. 8:26there's a separate module about
204. 8:28analytics, where I covered a ton, right
205. 8:30? Those were just the basics, yes, and
206. 8:33there I went into more depth about
207. 8:36setup and how to package a community,
208. 8:39so you can do it yourself effectively.
209. 8:42I also published real-world
210. 8:44combinations that work for clients.
211. 8:46This is also very important. The format
212. 8:48of this training is that you pay 9,990
213. 8:51rubles and receive all the lessons
214. 8:53right away, and you can study them. I
215. 8:55will be glad to see you and see you
216. 8:57later.