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Как не слить бюджет Гайд реклама канала Max в VK Реклама. Таргет на макс — Transcript

by Александр Бурилов - Таргетированная реклама · 2,399 words · 355 segments · language en · Watch on YouTube

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0:00Hello everyone. Welcome to my channel.
0:02In this video, I will set up ads for a
0:05Max channel, both from VKontakte and
0:07directly inside Max itself. Let's get
0:10started. The first thing we need to
0:12determine is where we will be driving
0:13traffic. I will be leading it to a Max
0:16channel. And there is a pinned post
0:18here that we will also need. Here it is
0:21. So let's go in order. The first thing
0:24we'll start with is advertising the Max
0:26channel itself. Moving on to the ad
0:28cabinet. We have moved to the VK Ads
0:30cabinet. It is from here that we will
0:33set up our ads for Max. And to do this,
0:35we click on the "Create" button. By the
0:38way, a banner has appeared right here,
0:40stating that new campaigns for
0:42promoting Max channels will focus on
0:44attracting subscribers rather than ad
0:46clicks. This is very interesting. We
0:48can click "Learn more" and go to an
0:51article, as I understand it. It talks
0:53about this there, and you can read it
0:55in general. But I will show and tell
0:57you everything in this video. The first
0:59thing we do is click the "Create"
1:01button. After that, we move to
1:05VKontakte, channels. And here I am
1:09directly entering my link. It was
1:12already saved here previously. We can
1:15also check if it redirects correctly.
1:18Open in browser. Everything opens
1:20perfectly. Okay. A very important point
1:24is that now we have Max channel
1:25subscription, Max messenger impressions
1:28, Max ad clicks, Max messenger clicks,
1:30and channel subscription here. Look,
1:33when we choose "Max channel
1:35subscription," the ads will be shown
1:39within Max itself. "Max ad clicks"—
1:42again, the ads will be shown within Max
1:44itself. But if you choose "channel
1:47subscription," your ads will be shown
1:49directly inside VKontakte. And people
1:51will see your ads on VKontakte and
1:53navigate to the Max channel.
1:55Furthermore, the ads will only be shown
1:57to people who have Max installed. This
2:00is a very important aspect. And we will
2:03set up both the channel subscription
2:05and the Max channel subscription that
2:07will appear in the messenger. So the
2:10video will consist of two parts. Let's
2:13go. Each setting has its own nuances.
2:17And we will talk about the main
2:19differences in this video, because
2:21since the time this was initially added
2:23and updated, I have managed to set up
2:26ads for dozens of channels and chatbots
2:28in Max. Let's get started. I usually
2:31remove the budget at the campaign level
2:33. Moving on. For the bidding strategy,
2:37we can set it to minimal. If we set a
2:39limit, it will focus on a specific cost
2:42per channel subscription. If you are
2:44just starting to learn about
2:45advertising, I recommend setting it to
2:47minimal. So let's just set it that way.
2:50Let's say I set a budget of 300 rubles.
2:51per day, after which I choose the
2:53region for display. In my case, it will
2:57be Abakan, and you know, the Republic
3:01of Khakassia. So, the Republic of
3:06Khakassia. Okay. It includes Abakan,
3:09the city I need. Our next task is to
3:13select gender and age; since my topic
3:15is motorists, let's say from 22. And
3:20overall, up to about 60, I think, we
3:23can show ads. On the right here is a
3:26predictor that gives us some rough
3:29estimates. But the most important thing
3:31we need to look at is the audience.
3:34Right now, the audience volume we've
3:36selected is 227,000 people. I generally
3:38recommend using an audience from 30,000
3:41to about 300,000 people for VK ads.
3:43This is optimal for the ad account to
3:45learn properly. But if you suddenly
3:48have less or more, that's not a big
3:50deal, there are just some nuances. If
3:52we still want to set up, for example, a
3:55maximum bid strategy, I recommend
3:57setting a maximum price only where the
3:59audience is at least 30 to 50,000
4:02people. These are the kinds of nuances
4:04there are. Again, if you want to
4:06delegate the setup to an experienced
4:07specialist, you can write to me. All
4:10links are in the description. And we
4:12continue. You can choose various
4:15audience settings here. That is, in our
4:18case, if we're talking about cars, we
4:20should choose, for example, searching
4:22or buying a new car. Here we have an
4:25interest in buying a car. Premium,
4:27mid-range, economy class. We'll take
4:29them. Great. Our audience has narrowed
4:32significantly, so now it's only 1,400
4:34people. And in such a case, of course,
4:37we should also take, for instance, the
4:39interest in cars. Now it's 16,000
4:42people, which is already a generally
4:44normal number. Again, we are leading to
4:47max, and we need to understand that we
4:49are setting a small budget. Also, as a
4:52rule, beginner advertisers and
4:54targetologists have questions regarding
4:57the budget, what budget to set at all.
5:00Here there is a label called reach. If
5:02we, for example, set 600 rubles. , it
5:04will grow just a little bit. It feels
5:06like nothing changes, even though we
5:08doubled it. Therefore, as a rule, a lot
5:10of questions arise. Look, we usually
5:13have a cost per thousand impressions;
5:15these are specifically impressions, not
5:16unique users. For one unique user,
5:19there can easily be three or four
5:21impressions, right? So we must also
5:23understand this, but the cost per 1,000
5:25impressions is on average about 250-300
5:28rubles. Sometimes it might be cheaper,
5:30sometimes more expensive, we have to
5:32understand that too, but in any case,
5:34this is what you should aim for.
5:36Therefore, when we set a budget of 300
5:38rubles, per day, we will get
5:39approximately 1,000 impressions. It
5:42could be more, it could be less.
5:44depending, again, on how many people
5:47are in the audience. If there were
5:501,000 people here instead of 300, the
5:52audience would be cheaper. Why? Because
5:54it would be very easy for the ad
5:56manager to find people within this
5:58audience to show these 1,000
5:59impressions to. And consequently, it
6:01would be cheaper in the auction.
6:03Therefore, the broader the audience,
6:04the more likely it is that one
6:06impression will cost you less. But at
6:07the same time, when we narrow it down
6:10to a specific audience—in our case,
6:13interests related to buying cars, to
6:15cars—we come to the realization that
6:18this is a more targeted audience. And
6:20sometimes it’s better to use a more
6:22targeted, more expensive audience than,
6:25for example, just shooting broadly like
6:27firing a shotgun at sparrows. Moving on
6:29. Next, we have this section with
6:32audiences. And we must keep this box
6:36checked. You can also select from the
6:40audiences we've run before; they are
6:42gathered here in the list. And there is
6:45also the option, for example, to
6:46exclude a certain audience. If you used
6:48TargetHunter, an app that lets you
6:50scrape audiences, and you’ve scraped
6:53one, you can add it here and exclude it
6:56. Or if you have a list of people who
6:59have already bought from you and you
7:00don’t want to show them the ad again,
7:02you can upload a list of IDs or phone
7:04numbers and exclude them as well. In my
7:07case, this isn't necessary, so let's
7:09move on. Next, we have placement
7:11options. We can toggle this switch off
7:13to see where our ad will be shown in
7:15general. Since we are using the "
7:18subscribe to channel" goal, we only
7:20have the VK feed here. This is
7:23generally the most effective placement,
7:24so we can't really change anything here
7:26anyway. So, our setup is ready. We
7:31click continue. And then comes the ad
7:35level, where we now need to configure
7:37and launch the ad itself. To create the
7:41ad, we need to fill in the headline. By
7:45the way, you can see it stands out in
7:47bold black, so you can often add an
7:49offer, a proposition, or one of our key
7:51strengths there. The short description
7:55is the description that appears in all
7:58placements except the feed. But since
8:01we only have the feed here, we can
8:02basically leave it almost empty. I mean
8:05, just fill it in quickly so that
8:07something is there, because other
8:09placements might be added in the future
8:10. But the long description is exactly
8:13what gets shown in the feed. And since
8:16we saw at the group level that our ad
8:18will be shown specifically in the feed,
8:20that is what we focus on. Although the
8:23preview will only show this part. But
8:25we aren't really focusing on the
8:27preview right now, because this is an
8:28important point. By the way, just so
8:30you know, when you upload photos, if
8:33they don't fit the size, you can always
8:35adjust and save them. There. And then
8:37it will be cropped exactly how you set
8:40it up. I think I'll remove it, because
8:42it won't look very good in the feed.
8:44I’ll add my own later. That will be
8:46done separately, outside of this video.
8:48My task right now is to show you what
8:50the setup looks like. And that's
8:52basically it. Once we've set this up,
8:56we can click continue, continue, and
8:59publish. And now we have an ad
9:01optimized specifically for
9:03subscriptions. Here it is. Channel
9:06subscription is done. And now this ad
9:08will be shown in the VK feed to people
9:11who have Max installed, and
9:13consequently, people will click on it
9:16and subscribe. Let's move on. And next,
9:19we will be shown inside Max itself. You
9:23can do it by duplicating, for example,
9:25we click duplicate, but here we select,
9:28for instance, Max channel subscription.
9:32Next, we have budgets, display dates,
9:34and a strategy. The settings here are a
9:37little different, so let's talk about
9:39them. Why did I use duplication?
9:41Because some settings will remain the
9:44same. So by duplicating, you can simply
9:47save time, which is why we use it. But
9:50at the same time, we must go through
9:52everything now and make sure everything
9:54is clear and understandable, because
9:56when duplicating, some elements might
9:58change or get lost. Look, we have
10:00maximum conversions. This is the
10:02simplest bidding strategy. It’s an
10:06automated strategy that, with our
10:07allocated budget for the week, let’s
10:09say 3,500, meaning 500 rubles. per day,
10:12will try to sign up as many people as
10:15possible within this budget in our case
10:17. If you set it to clicks, it will try
10:20to get as many clicks as possible. But
10:22we are interested in the people who
10:23subscribe; they are the most targeted
10:25audience. Obviously, the most targeted
10:28leads are those who eventually call and
10:31submit requests for importing cars from
10:34abroad. But here, we can track
10:36subscriptions, so we’ll focus on
10:39those. Next, we have the "maximum
10:41conversions" strategy. And by the way,
10:43do you know what’s a very important
10:44point? It’s that right here, we can
10:46copy the link to the post. And when
10:49targeting with Max, or rather, inside
10:51Max, we can select it specifically. And
10:54people will be directed primarily to
10:55that post. Since the post implies that
10:57there are various contacts where one
10:59can message a manager, it will work
11:01more effectively. Okay. Moving on.
11:04We’ll keep our own budget. It will,
11:07of course, suggest we spend as much
11:09money as possible, but we’ll focus on
11:12figures that are comfortable for us and
11:15on the level of audience size. The
11:18audience forecast is currently
11:19unavailable here, so we’ll be acting
11:21somewhat blindly. But we already had
11:24car interests and purchase intent set
11:26up here. There is also an automatic
11:29audience option. Overall, I think it
11:32could be left as is to see, but
11:34separately—for example, to make one
11:36audience with these interests and
11:38another audience using the automatic
11:40selection. I’ll choose the gender
11:44this way, I think. That is, we’ll
11:46simply cut out those under 18 years old
11:49. Gender, again, we leave as any; age
11:53is like this; interests are these. And
11:57right here is where we’ll have
11:59Messenger Max. In general, there are
12:02far fewer settings here, but what we
12:04configured earlier still remains. So,
12:07we click continue. And here, the ad is
12:09a bit different. Our task is to
12:11assemble it correctly. In our case,
12:15there are emojis, but since we can’t
12:17use them, we’ll change everything now
12:20. Another important point is that as
12:23I’m putting together the creative, it
12:25looks like this. Want a car with no
12:27mileage in the Russian Federation? We
12:28import cars from Japan, Korea, and
12:30China. And that’s pretty much it. Yes
12:33, we can add it a bit higher, it will
12:36fit right in here, but we don’t have
12:39that many characters yet. It’s not 90
12:43characters like in a short VK text, but
12:46still, it’s hard to fit a lot of
12:49information in here. Let’s say we
12:51shortened it a bit, we’ll keep "go to
12:53channel." I like that this button will
12:56be quite large. And we can also add
12:58some kind of image here. I’ve just
12:59added the image. And this is how it
13:02will look now, which overall looks
13:04pretty good. And, by the way, an
13:06important point is that we have quite a
13:09lot of characters here now. And this
13:11headline is, in fact, a text block. And
13:15we can generally put quite a lot of
13:18text right here. Cars from Japan, Korea
13:21, and China. Hot prices. It’s not
13:25just about following, we’re kind of
13:27building interest here. Of course, it
13:29would be cool if it were separated
13:32somehow, but unfortunately, there’s
13:35no such option here. That’s why I
13:38would definitely add an indent here. Oh
13:41well, it is what it is. And then here
13:44I’ll just add a call to action. Click
13:48the button. Click the button. There.
13:50Yes, it looks perfect now. Cars from
13:53Japan, Korea, and China. Hot prices and
13:55market offers. This really stands out
13:57the most. You see, there’s a sense of
13:59urgency here, and click the button to
14:01go straight to the channel. It’s
14:03excellent, ready to publish. And
14:05that’s all. If the video was useful,
14:07give it a like and subscribe to the
14:09channel. Also, subscribe to the VK
14:11community and the Telegram group.
14:13That’s where I post information about
14:15the results of my settings and ad
14:17campaigns, well, in general, the
14:19results of my work. There are also many
14:22useful videos there. There. And I’ll
14:25see you in the next videos. See you
14:26soon.

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This page contains the full transcript of Как не слить бюджет Гайд реклама канала Max в VK Реклама. Таргет на макс by Александр Бурилов - Таргетированная реклама, generated from the public captions YouTube serves with the video. The transcript has 2,399 words across 355 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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