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Эффективное Рекламное Объявление Показываю На Реальных Кейсах В Таргетированной Рекламе 4 урок — Transcript

by Александр Бурилов - Таргетированная реклама · 2,501 words · 370 segments · language en · Watch on YouTube

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0:00How to create an effective advertising
0:01post. This post can be hidden within an
0:04advertising account or on a community
0:07page, which you can then promote in
0:09other communities and repost. Yes, this
0:12is a very important topic, so we're
0:15making a separate video about it. And
0:18to understand the best way to do it,
0:20you need to divide your post into
0:22several components. The first component
0:25—the most important—is the image or
0:27video itself. It can also be several
0:29images, several videos, yes, a collage,
0:32yes, and then the person clicks on what
0:34opens directly. But, as a rule, this
0:37visual element is our foundation; it's
0:40what attracts clients. Targeting
0:42specialists even had a trick at one
0:45point of testing only text without any
0:48graphic elements, but it ultimately
0:51didn't work well. That is, at first,
0:53there was hype about just text, and
0:55that somehow attracted people. But then
0:58it quickly faded, as if from view, and
1:01began to work even worse. Here, in this
1:04video, I'll cover the main features, so
1:06be sure to watch it to the end. I'll
1:08also use real-world examples. And then
1:10let's move on to the advertising
1:12account itself to take a closer look
1:15and show you the options. And before
1:17that, let's remind you that this is the
1:19fourth lesson of our course, a
1:20mini-course on VKontakte, absolutely
1:22free. You can watch each lesson for
1:24free, immerse yourself in the
1:26atmosphere of promotion on VKontakte,
1:28understand the basics, and then use
1:31these basics to move forward. If you
1:33need the full training, all the links
1:35are in the description. Also, if you
1:37get lost and want to see all the free
1:39lessons, the link is also in the
1:41description. Okay. Let's move on. Go to
1:43the advertising account. The first
1:45thing you need to understand is that we
1:48have ads on video. I always try to
1:51separate them. And we have photo ads.
1:54That is, here you can always upload
1:56various photos in a universal format.
1:58There could be four options here, right
2:00? So it also offers 1080 by 607, right?
2:03And 607 by 1080 is for the story format
2:07. I usually use square and 4x5 formats
2:11for images, right? So 1080 by 1.350.
2:15For me, that's what people like best.
2:18Yes, but again, you can test different
2:20formats, and I test videos separately,
2:22because why would I show an image in
2:25the 9x by 16 format, that is, in the
2:27clips and stories format, if I can
2:29upload a video there that will attract
2:31more attention, people will be less
2:33likely to suspect it's an ad, and the
2:36conversion rate will be higher. In my
2:38experience, that's exactly how it works
2:40. That's why I test videos separately,
2:42and photos separately. You can even
2:44split the groups, create a group for
2:46different videos and a group for photos
2:48. But in this case, I uploaded
2:50everything into one. Next, what do we
2:53have? We have a logo. We can always
2:55change it here. So, we specifically
2:58pulled it from the community, but we
3:00can change it. Just click the "Replace"
3:02button here. Next comes the title. We
3:05can always add our own title. So, for
3:07example, when I promote the services of
3:09certain specialists, certain
3:10professionals, or, yes, where my
3:12personal brand is somehow involved, I
3:13always write "top professional
3:15such-and-such in such-and-such a city,"
3:17right? I really try to emphasize the
3:20titles because it stands out, with dark
3:23text, and it's the first thing a person
3:27sees after this avatar. You can also,
3:30for example, upload recognizable
3:32elements inside the avatar, such as
3:34logos of recognizable brands, yes, but
3:37be careful here because your ad might
3:39be rejected because of this, so be
3:41careful too. Okay, fine, we get it. We
3:44try to add something recognizable in
3:46the title, some basic information
3:49that's quickly readable and can engage
3:51people further. And, naturally, the
3:54main information is right here, which
3:57attracts attention. In our case, we're
4:00creating a guide for beginners. Here,
4:02we have a bunch of different elements
4:04about cookware. Yes, this is again
4:06generated using a neural network, but
4:09you can also upload any image you deem
4:11necessary, because, frankly, visuals
4:14aren't always the most important thing
4:17on VKontakte. The most important thing
4:19is to somehow connect with the audience
4:21. Sometimes, even something as simple
4:23as a farmstead can catch their eye. For
4:25example, in furniture, in kitchens—
4:27where budgets in this business run into
4:29the millions—sometimes simple
4:31collages of various kitchens, which
4:33aren't even considered mid-range, are
4:35effective. Even simple ones can be a
4:38hit. And then comes the description,
4:41which can be used for many purposes. So
4:43, in our case, the goal here is a
4:45subscription to a mini-app, but for
4:47some goals, there may be a short or
4:49long description. If you see both a
4:52short and a long description, the short
4:54one is used in all placements except
4:56the VKontakte and Odnoklassniki feeds.
4:58The long description is used
5:00specifically in the VKontakte and
5:02Odnoklassniki feeds. That's it. But
5:04since our goal here is directly for the
5:07subscription page, we have one
5:09description, which we can directly use
5:12and add a huge number of characters.
5:15Honestly, I don't even know what the
5:16limits are here because I've never
5:18filled out that much. I always try to
5:20keep the information as close to the
5:23top as possible, and any additional
5:25information, if it's directly necessary
5:28for the client, appears below, or
5:31doesn't appear at all, to maximally
5:33entice the user and encourage them to
5:36click through. We can also add text
5:38next to the button if needed, but since
5:40it looks fine in the preview even
5:42without the text, I leave it there. If
5:45you suddenly need to do this, that is,
5:47if there's a red star like this, then,
5:49of course, fill out one of them, that
5:52is, get a guide, let's say, yes, right
5:54now you can add "get a guide right now.
5:56" Why not, actually? Next, we select,
5:59of course, the button text, in our case
6:01, "get." And here we have a huge number
6:04of options we can choose depending on
6:06what you're directly advertising, right
6:08? That is, if, for example, you have a
6:10price calculator, then here you can
6:12find out, yes, get, yes, that is, for
6:15example, get a cost estimate. And we
6:17write this right in the offer. That is,
6:19when you're working with creative, you
6:20need to hit the pain point as much as
6:22possible in the first line. First.
6:24Second, offer a solution. And third,
6:27directly lead the person to action.
6:30Because here you can see that lines 1,
6:322, 3, 4, 5, and 6 are shown, yes, but
6:35even the sixth one isn't completely
6:38finished. And here, depending on how
6:40you distribute the text, the user's
6:43engagement will depend. There's also a
6:45rule that an image can't contain more
6:48than 20%text, but because so many
6:50people are using neural networks these
6:52days, they're generally starting to
6:54skip even images completely filled with
6:56text. So, keep an eye on that, too. But
6:58if they don't skip it, don't be
7:00surprised, because there really is a
7:02rule that says you can't have too much.
7:04For example, I tested this option in
7:06different formats, yes, that is,
7:08perhaps something would have worked
7:10better with practically no text. So,
7:12this is just a guide for beginners, but
7:15we have our various brand logos here.
7:18Also, when we work within VKontakte—
7:20let me show you something now. We
7:23naturally have the images themselves,
7:25that is, yes, that is, we can create
7:28some kind of collage there, yes, we can
7:30add all this here, or we can make a
7:32collage. Here, we have a feature like
7:35adding a slide carousel format, a media
7:37gallery. And we can directly create a
7:39collage—I added this collage here—
7:42with media files for the collage. You
7:44upload various photos here. You create
7:47a collage that takes up a lot of space,
7:50and it even breaks records there.
7:53Although, again, the text isn't even
7:55fully visible here, but it's very
7:57eye-catching, so we left it in. So,
7:59again, the idea that people are
8:01sometimes captivated by even these
8:04kinds of things is something we keep in
8:06mind within VKontakte. Well, naturally,
8:08the description, the button caption—
8:10we have everything here. And we
8:12transmit this information. Also, among
8:15the formats here, in addition to the
8:17media gallery, that is, this collage,
8:20we also have a slide carousel. And it
8:23looks like this. We fill each slide
8:26with a photo, a title, and then we
8:32scroll through it all like this. So, we
8:33can add our own descriptions directly
8:37to a specific goal or photo. And the
8:40contact button will be there no matter
8:42what, the one you set. It will be the
8:46same as the goal here. On the last
8:48slide, I usually use "Contact us right
8:50now," a direct offer. And as for the
8:52text, it's not displayed exactly as it
8:55actually appears, right? Regarding the
8:58text, you'll still only see the first
9:00few lines, most likely six, so be aware
9:02of that and use it here too. It's also
9:05very important in video creatives—let
9:07me reveal something we have here. It's
9:09crucial not to add too much information
9:13at all. So, like the title "Neural
9:16Network Sharks." We're making an offer
9:18right away, right? What's happening
9:19here is that we immediately understand
9:21that it's about neural networks and
9:23learning. Watch the video and
9:25understand how to generate additional
9:27income thanks to a completely new
9:28earning system using "Click to Watch."
9:30There's a call to action right away,
9:32nothing extra. The text next to the
9:34button is a video analysis of the
9:35system, a link, and a "Watch" button.
9:37Then the user moves on. There's an
9:39automatic subscription to the chatbot,
9:41and the chatbot directly sends the
9:43necessary information, and the user
9:45warms up within it, and you can also
9:47contact it. Also, when we upload a post
9:50within our community, we click "Create
9:53Post" here, right? And here we have a
9:55whole constructor of what we can
9:57actually upload here. That is, firstly,
10:00we can add a photo from VK, a video
10:02from VK to the visual part, or we can
10:04just enter it here. Let me think of
10:06something that could be entered. Let's
10:09say I want to share what comment
10:11someone left for me. By the way, be
10:13sure to leave comments on what you
10:15think of this video, so you can also
10:17talk about the posts themselves, yes,
10:19your experience, which is important.
10:22And in my case, I just want to share
10:24that people are watching me. Yes,
10:26success in your business. I'll say that
10:32I wrote a short post here, right? So,
10:34we're creating some kind of image, and
10:37also creating some text. We can also
10:40add emoji, but I haven't used them
10:42lately. Why? Because as soon as I want
10:44to promote this post somehow with
10:46advertising, they won't let me through
10:48because of the emoji. And again, let me
10:51remind you that a post can be edited
10:53for, I think, five days from the moment
10:55we publish it, right? And as soon as
10:58those five days pass, the ability to
11:00edit and then send the post for
11:02advertising disappears too. So, if we
11:04want to promote this post later, we
11:07don't use it. Next, right here we have
11:11a "Next" button. We click it. And there
11:14are a huge number of options for what
11:16we can add, for example, a location.
11:18Why not? I'm in Moscow right now, so
11:23I'll just add Moscow here. We also have
11:26an action button. We can add it there,
11:28write to the community, why not, so
11:31they can contact us. We can also pin a
11:34product, right? So, let's say I click a
11:37dot and want to pin a product here
11:39that's among my products. By the way,
11:42right now, my product is being pulled
11:44up here, and then services are here.
11:46And, for example, I could add settings
11:50and advertising here. Why not? Yeah,
11:54let's do it. Although, I probably would
11:57add it here. Okay, done. Music, we can
12:01add a survey. Also, if we want to
12:03interact with our audience somehow, we
12:06can add a file, like a guide on
12:07something, right? We can also
12:09immediately tick the box and publish it
12:11in the story so it shows up in the
12:13story and gets additional reach, right.
12:15And, of course, some additional
12:17elements. We can remove comments from
12:20the post, unless you don't want this
12:22topic to somehow lose some feedback. A
12:25notification for subscribers, of course
12:27, yes, for those who turned on the poll
12:28. Here you choose what specifically to
12:31add, and you can either schedule it for
12:33a certain period or add it directly to
12:36the queue. For example, I want to
12:38publish now, so I'll click publish. We
12:42can also save a draft. This will work
12:44without any scheduled action. We click
12:47publish. And voila, we have a post. Yes
12:50, we can immediately like it, we can
12:52send it somewhere. There's also
12:55something called statistics here. We
12:57can view them. We can also pin it. If
12:59we suddenly want to show something,
13:01tell something, that is, bring it to
13:04the very top, we can pin it. Well,
13:06basically, that's it. In this case, our
13:08post is up. Here, for example, we can
13:11attach it and see that 193 views have
13:13been seen. Here in the statistics, we
13:15can analyze who exactly has viewed it.
13:17So, here I have 191 subscribers and 10
13:20unsubscribers. So, there were some
13:23viral reach, right? Again, I published
13:25this yesterday evening, and it hasn't
13:28generated any additional views yet, but
13:30there are already three views here, so
13:32that's a decent amount. Although, for
13:34example, I didn't use advertising. You
13:36can see that it landed on some viral
13:39platform. And some people even wrote to
13:41me afterwards saying something like
13:43this and that. You see, even three
13:45subscribers to the community happened.
13:47That's it. Although, 12 people hid it.
13:49But again, I have a clearly commercial
13:52block. You also need to understand that
13:54with advertising, there will always be
13:56more hidden ones than subscriptions.
13:58But again, if your topic is
14:00specifically one that requires people
14:03to subscribe through viral content,
14:05then it can work very well. Again, a
14:08commercial block like this can be
14:10transformed into something more lively.
14:12So, here again, you choose why you need
14:15it. If you want to boost your reach
14:17through virality, you should create
14:20more relatable content. This means we
14:23have posts you can promote. We also
14:26have clips you can promote, as well as
14:28hidden posts within the advertising
14:30account, which I've already mentioned,
14:32and I've also highlighted some tricks.
14:34So, be sure to take advantage of all
14:36this and watch the following videos on
14:38how to promote yourself on VKontakte.

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This page contains the full transcript of Эффективное Рекламное Объявление Показываю На Реальных Кейсах В Таргетированной Рекламе 4 урок by Александр Бурилов - Таргетированная реклама, generated from the public captions YouTube serves with the video. The transcript has 2,501 words across 370 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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