Как запустить рекламу в Max с нуля. Пошаговая настройка таргета на max — Transcript

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1. 0:00Hi. In this video, I will explain and
2. 0:02show you how to set up ads in Max. A
3. 0:03step-by-step guide with no fluff. Let's
4. 0:06go. And the first thing we need when
5. 0:08talking about setting up ads for Max is
6. 0:11to understand where we are going to
7. 0:13drive the traffic. It could be our
8. 0:15channel. For example, top cars. The Max
9. 0:18channel. There is a link, so we must
10. 0:20copy it. We can also drive traffic to a
11. 0:22specific post instead of the channel.
12. 0:25And we will need to copy the post link.
13. 0:27And we can also drive traffic to Max
14. 0:29bots. To make this guide comprehensive,
15. 0:31I will show how to set up ads for the
16. 0:33channel itself.
17. 0:35And on another project, I'll show how to
18. 0:37set up ads for a chatbot and where that
19. 0:39chatbot is created.
20. 0:41Let's go. So, the first thing we do is
21. 0:43set up ads for the Max channel.
22. 0:46I definitely set it up specifically for
23. 0:47subscriptions, because it is the most
24. 0:49conversion-focused action we currently
25. 0:50have. Let's go. To set up our ads, we go
26. 0:54to our ad account, the VK Ads cabinet.
27. 0:59To set up ads for this channel, we click
28. 1:01"Create."
29. 1:02The blue button. This window will open
30. 1:04up. Currently, as you can see, there is
31. 1:06even a label for advertising Max
32. 1:08channels and sites directly in the
33. 1:10messenger. But keep in mind, it will
34. 1:12likely disappear later, so I'll show you
35. 1:15the direct path instead.
36. 1:17We select VKontakte here, yes, then
37. 1:19channels, after which we can choose a
38. 1:21channel. I don't have anything here yet
39. 1:24, so I am pasting the link. It will now
40. 1:26analyze it and confirm that this channel
41. 1:29exists and can be directly used for
42. 1:31advertising. You can also open it in a
43. 1:34new tab. There. And verify that it is
44. 1:37the channel we need. What do we have
45. 1:40here? We have a target action.
46. 1:42And right here is where we can choose:
47. 1:44when you select "channel subscription,"
48. 1:46this one at the bottom, you will be
49. 1:48driving traffic from VKontakte to Max.
50. 1:51Naturally, there is a checkbox to show
51. 1:53ads only to those who have Max installed
52. 1:55. This is to avoid unnecessary clicks.
53. 1:58But in our case, we will be analyzing
54. 2:01the setup within Max itself.
55. 2:03Meaning, when a person sees an ad in Max
56. 2:06itself for a channel or enters a chatbot
57. 2:09.
58. 2:10And what we are interested in is the
59. 2:11subscription to the Max channel.
60. 2:13If you want to learn how to set up ads
61. 2:16from VKontakte to a Max channel or a bot
62. 2:18, then check out my previous video.
63. 2:21I explained everything in detail there,
64. 2:24including this specific goal. Let's go.
65. 2:26We select "subscription to a channel in
66. 2:28Max." And here we have the strategy:
67. 2:30maximize conversions, average cost per
68. 2:31conversion, maximize profit. For now,
69. 2:33I'm using maximize conversions
70. 2:35everywhere, because traffic in Max
71. 2:37appeared relatively recently.
72. 2:39It hasn't taken root yet, so make sure
73. 2:41to subscribe and, by the way, like this
74. 2:43video, yes, to keep up with the news.
75. 2:47And as soon as I, for example, find out
76. 2:49which strategy works better—this will be
77. 2:51especially relevant when additional
78. 2:53targeting options are added and the
79. 2:55ability to target other channels is
80. 2:57introduced, meaning we can choose the
81. 2:59audiences of specific channels to target
82. 3:01.
83. 3:02In that case, this could play a very
84. 3:04significant role in the cost per
85. 3:05subscriber later on.
86. 3:08Of course, we can set an average, say,
87. 3:10conversion price there, yeah, set it
88. 3:11here so that we want it for, like, 100
89. 3:13rubles.
90. 3:14per subscriber. But, honestly, I don't
91. 3:16quite believe in it, because when we
92. 3:18choose maximize conversions, it will
93. 3:20still try to focus specifically on
94. 3:21subscriptions. So the most important
95. 3:23thing here is to choose subscriptions,
96. 3:24not clicks. Therefore, we'll leave it as
97. 3:26maximize conversions. Let it figure
98. 3:27things out on its own, and then, if
99. 3:28anything, we'll adjust it. Yes, we have
100. 3:30a budget either for the week or for the
101. 3:32lifetime.
102. 3:34If you want a lifetime budget, you will
103. 3:35need to specify exactly when this time
104. 3:37will end, like on what date.
105. 3:39Since I want it to never end—meaning
106. 3:41only if I realize it's time to stop this
107. 3:44ad campaign, and I will stop it myself—
108. 3:46then I choose a weekly budget. And if we
109. 3:49want to run, say, 500 rubles. per day,
110. 3:52then we need 3,500.
111. 3:54Let's set that, shall we?
112. 3:57A very important point is that, at the
113. 3:59moment, we can only set the budget at
114. 4:02the campaign level; we cannot do it at
115. 4:04the group level yet.
116. 4:06And we can also set when and at what
117. 4:08time the ads will be shown.
118. 4:11Overall, since we are targeting
119. 4:12specifically for subscriptions, this
120. 4:14isn't very important to us.
121. 4:16All right.
122. 4:18Maximize conversions, budget 3,500.
123. 4:20Okay, everything is fine. Continue.
124. 4:24Recommended budget. We'll stick with our
125. 4:27budget. It will, of course, offer us
126. 4:29various options. The regions for display
127. 4:31in my case are all of Russia. And next,
128. 4:33let's see what settings are here.
129. 4:35Demographics. Well, obviously, gender:
130. 4:37male, female. In my case, the audience
131. 4:40isn't entirely critical, although cars
132. 4:42are, of course, more about men, but in
133. 4:44our case...actually, let's go ahead and
134. 4:46decompose it. What does "decompose" mean
135. 4:48?
136. 4:48It means to separate, yes, so that we
137. 4:50can look at the statistics separately
138. 4:51for both men and women to see it clearly
139. 4:53.
140. 4:53Let's make it male, yes, and we are
141. 4:56generally interested in an audience from
142. 4:5918 to 54.
143. 5:00Solvency. Here you can even select the
144. 5:04top 1%, top 5%, top 10%of people.
145. 5:08But that is not entirely important to us
146. 5:10at the moment.
147. 5:11And when you choose this setting, you
148. 5:13also need to understand what the ad
149. 5:15account is basing this on. Is this data
150. 5:18really reliable? Personally, I believe
151. 5:20that this data is not entirely reliable
152. 5:22. And everything depends very heavily on
153. 5:24the product. If the product really falls
154. 5:26into the luxury category, then, of
155. 5:29course, you can safely try this. I have
156. 5:32tested these different settings on
157. 5:34various projects. I can say that it is
158. 5:37much more interesting to work not with
159. 5:39solvency, but here with the section on
160. 5:42interest in topics. For now, this is the
161. 5:45only way to target here, right?
162. 5:48That is, we can automatically create an
163. 5:50audience based on interests, or we can
164. 5:52choose from a list what a person is
165. 5:54interested in.
166. 5:56Let's leave this ad group automatic for
167. 5:59now, let it be, because we will create
168. 6:01duplicates of these groups and do it in
169. 6:03other groups.
170. 6:05What do I mean by groups? By groups, I
171. 6:08mean the configuration. We generally
172. 6:10have a three-level system. The first
173. 6:13level is the campaign. This is our
174. 6:14advertising campaign. Here we choose
175. 6:16where we are driving traffic to, what
176. 6:18the goal of the ad is, and what the
177. 6:20budget is.
178. 6:21The group is where we choose who we show
179. 6:23this ad to and where; where refers to
180. 6:26placement locations, but since we are
181. 6:28targeting specifically in Max, we only
182. 6:30have one placement here, which is
183. 6:32Messenger Max.
184. 6:34Therefore, we don't have many settings
185. 6:35here for now. Click continue.
186. 6:38This age rating is relevant if you are
187. 6:40promoting something medical, for
188. 6:43instance.
189. 6:44Or perhaps concerts with performers who
190. 6:46, say, use foul language; why not set it
191. 6:49to 16+, for example? Okay. Moving on,
192. 6:51continue.
193. 6:53Now we have the ad stage.
194. 6:55And the ad stage is directly what we are
195. 6:58showing. So, we chose where we are
196. 7:00driving traffic, we chose who we are
197. 7:02showing it to, and now we choose what we
198. 7:04will show.
199. 7:05So, for example, I have created an ad
200. 7:07and now I can directly do something.
201. 7:10We have a group, let's call it auto.
202. 7:14interests.
203. 7:17And this will be ad one. Let it be like
204. 7:20this. Our campaign is on Max.
205. 7:23Excellent. And now what can we do? We
206. 7:26can duplicate this group. Click
207. 7:29duplicate.
208. 7:31And now, all the settings we made, along
209. 7:33with the ad, have been copied over.
210. 7:37Now we can remove the word "copy" and,
211. 7:40for example, change the interest
212. 7:43settings here. We can disable the
213. 7:46automatic audience and set it to a
214. 7:49specific topic. For example, a purchase
215. 7:52interest, like buying a car.
216. 7:55We select this interest; there should be
217. 7:57a predictor here that estimates the
218. 7:59audience size.
219. 8:01But since we are showing ads across all
220. 8:03of Russia, I think the volume will be
221. 8:05quite large.
222. 8:06We'll name this interest "Auto" so we
223. 8:09know what this setting is later. Now we
224. 8:12can click "Continue" and "Publish." And
225. 8:15our ad campaign on Max is now ready.
226. 8:19Where is it? There it is, scheduled,
227. 8:21right? Since I'm launching it right at
228. 8:23the end of the day, it will start soon.
229. 8:27You also need to understand that the ad
230. 8:30campaign with our groups will undergo
231. 8:33moderation; its status is currently "
232. 8:35under review."
233. 8:38Once it passes moderation, provided
234. 8:41you've followed all the rules, it will
235. 8:44go live.
236. 8:46It is important that the budget you set
237. 8:48is topped up in your ad account so it
238. 8:50can start spending. And then the
239. 8:53impressions, clicks, and actual
240. 8:54subscriptions will begin.
241. 8:56to your Max channel. Now, let's start
242. 8:58setting up an ad within Max specifically
243. 9:01for a chatbot. Let's go. The first thing
244. 9:04we need to do is create the chatbot
245. 9:05itself. To create it, follow this link—
246. 9:08I'll leave it in the description and
247. 9:11comments—biznesmax.ru.
248. 9:14Go there, click "Log in to platform,"
249. 9:17and register.
250. 9:19I think it's pretty quick to do using a
251. 9:21phone number, and you can create the
252. 9:23chatbot right there.
253. 9:26I personally already have a chatbot.
254. 9:27Here it is. I copy the link just like I
255. 9:30did with the channel. Then I go into the
256. 9:33ad account itself. I click "Create" just
257. 9:35the same. Here I select VK, Minaps, or
258. 9:38Zenmax. If the interface has changed for
259. 9:41you, look for the "Max" tab specifically
260. 9:44.
261. 9:45Channels. We paste our bot link here.
262. 9:49Enter. It should recognize it, right?
263. 9:52And the target action. Subscription. See
264. 9:55?
265. 9:55You can't do a subscription directly,
266. 9:58because it's a chatbot.
267. 10:00We will only have clicks here. Therefore
268. 10:03, we check the conversion rate within
269. 10:06the bot itself. What strategy can we use
270. 10:08here? "Maximum clicks" strategy and "
271. 10:10Average cost per click." If we want to
272. 10:12optimize an ad campaign for a specific
273. 10:15cost, for example, we want a click to
274. 10:18cost 11 rubles. We can set that. But
275. 10:20first, I recommend testing "maximum
276. 10:23clicks." Why?
277. 10:25Because we need to understand what our
278. 10:27average click cost comes out to be, and
279. 10:30then try to make it a little lower, for
280. 10:33example, and see how that performs,
281. 10:35because cheaper clicks don't always
282. 10:38bring better results, as cheaper clicks
283. 10:40might possibly attract a less solvent
284. 10:43audience.
285. 10:45I mean, that happens sometimes too.
286. 10:46Therefore, we first test "maximum clicks
287. 10:49," which is a more or less automatic
288. 10:52setting, and then we can optimize for an
289. 10:54average price. Alright, we've selected
290. 10:57the settings here. We press continue,
291. 11:00just the same.
292. 11:02After that, I already know that I will
293. 11:05have a separate audience, roughly like
294. 11:08this, for men.
295. 11:11Solvency isn't important to me. What's
296. 11:14important to me is the interest related
297. 11:16to job searching. We select it.
298. 11:18Whoops. Our placements here remain the
299. 11:21same. Max. We select Russia. Okay. We
300. 11:25press continue. After that, we move on
301. 11:27to the advertisement itself. When
302. 11:29packing the ad, it is very important to
303. 11:31fill out the very first thing, which is
304. 11:33the headline. Why? Because here we are
305. 11:35given a full 72 characters. Yes,
306. 11:37understood. If I start typing another
307. 11:39word here, for instance, it will
308. 11:41disappear with an ellipsis like this.
309. 11:44But overall, I still have a certain
310. 11:46number of characters here that can fit.
311. 11:49We also have a short description like
312. 11:51this, but honestly, it doesn't stand out
313. 11:53as much, and it's still important to
314. 11:55focus here. We invite everyone
315. 11:57interested to work on a rotational basis
316. 11:59. But right here, I showed what is going
317. 12:02to happen. Well, rather, I identified
318. 12:04the target audience. Like this. And
319. 12:07right here, click "learn more" to find
320. 12:09out the list of current vacancies. I
321. 12:11explained what will happen and created a
322. 12:13call to action. Here is this "learn more
323. 12:15" button.
324. 12:16We can also select a button for your
325. 12:18specific situation.
326. 12:19Also, be sure to add an image. It will
327. 12:22be horizontal for us. I cropped it like
328. 12:25this. Be sure to add it, because there
329. 12:27is this format, right, with a logo. By
330. 12:29the way, we can also put some
331. 12:31information into the logo, maybe make an
332. 12:34image that attracts attention.
333. 12:37And just like that with an image that
334. 12:39can also attract attention, and then the
335. 12:42person will read and click "learn more.
336. 12:44"
337. 12:45And, of course, we also provide the
338. 12:47advertiser information. Enter your last
339. 12:49name, first name, and patronymic, or
340. 12:51your company's legal details if
341. 12:53applicable, and click publish.
342. 12:56After that, our chatbot ad campaign is
343. 12:59ready and will start working right now.
344. 13:02And that's about it. If you have any
345. 13:03more questions, be sure to write them in
346. 13:05the comments. If you need help with the
347. 13:07setup, send me a private message. And
348. 13:09I'll see you in the next videos.