Как настроить VK Рекламу сейчас правильно? Разбираем на реальных примерах. Выбор целевого действия — Transcript

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1. 0:00How do you set up VK advertising
2. 0:01correctly? A huge number of people come
3. 0:04with this question. Many even write
4. 0:06angry comments in the official
5. 0:08VKontakte community, saying that their
6. 0:09budget was wasted, and so on. And
7. 0:12indeed, VK advertising is a rather
8. 0:14complex and turbulent tool right now;
9. 0:16one month one setting may work better,
10. 0:18and another month a different setting
11. 0:20works better. But there is one thing
12. 0:24that I have started to notice very
13. 0:25often with my clients, the ones I am
14. 0:27managing now. It is that you might have
15. 0:31perfectly correct settings, meaning the
16. 0:33right audience with clear offers and a
17. 0:35clear funnel. That is, a person sees
18. 0:38the ad itself, it catches their
19. 0:40attention, they get engaged, and they
20. 0:43have the emotion: "Wow, I want this."
21. 0:46After that, they move forward. And it
22. 0:48is precisely at the stage of moving
23. 0:50forward that something can break. And
24. 0:52that is what we will talk about today.
25. 0:54So, this will be more of a theoretical
26. 0:55video rather than a practical one. But
27. 0:57at the same time, what I am about to
28. 0:59say will need to be applied in practice
29. 1:01so that you can improve your metrics.
30. 1:03This changed my approach quite
31. 1:05significantly when I started
32. 1:07introducing it. Well, with almost every
33. 1:09one of my clients. Let's go. And the
34. 1:11first thing you need to start with is
35. 1:14understanding where we are directing
36. 1:16the ads, because the settings will
37. 1:18follow from that. The first place we
38. 1:20can direct ads to is, as a rule, our
39. 1:22VKontakte community. And yet, when we
40. 1:24direct people to a VKontakte community,
41. 1:26in reality, we have many target actions
42. 1:27. The first and most important thing
43. 1:29you should try at all is to direct them
44. 1:31to a message. So, what is meant by this
45. 1:33? When we click on message, the
46. 1:35messenger opens, right, and we are met
47. 1:37with a welcome message here. And then
48. 1:40we can directly start interacting with
49. 1:42this community. So, if the welcome
50. 1:45message encourages the person to write
51. 1:47further, then they enter into a
52. 1:48dialogue with us, and we can
53. 1:50communicate with them. We can also, for
54. 1:53example, direct them to subscribe. But
55. 1:56with a subscription, the person just
56. 1:57subscribes, right, and there is not
57. 1:59much point in that, because it is more
58. 2:01effective, of course, to bring the
59. 2:03person into some kind of contact with
60. 2:04us: like having them leave a phone
61. 2:06number or starting a dialogue with us.
62. 2:09And here is another approach that
63. 2:11allows you to lead a person, for
64. 2:13example, into a dialogue with you—
65. 2:16that is to lead them to a subscription
66. 2:18page. What do I mean by that? Right
67. 2:20here, for example, I have a "get a
68. 2:21checklist" option. If we open this page
69. 2:23, this kind of subscription page
70. 2:26appears. If I click "get" here, I will
71. 2:29immediately move to a dialogue. That is
72. 2:33, a notification will pop up, I'll
73. 2:35click allow, and then the dialogue will
74. 2:37start with me directly. I also have a
75. 2:39subscription page for training on
76. 2:41targeted advertising, right? So, here
77. 2:43is the information about my course.
78. 2:45Find out more. Then the person goes
79. 2:47directly into a dialogue, where the bot
80. 2:49warms them up. And now let's move to
81. 2:51the advertising account, and I will
82. 2:53show how it looks in practice. Here is
83. 2:55an example from the advertising account
84. 2:57. I launched it just recently. Here we
85. 3:01already have some ad campaign
86. 3:02impressions, you can see several
87. 3:04different ones, and here you can see in
88. 3:06the names that it's for messages,
89. 3:08messages, messages, and I also launched
90. 3:10one for Senler. So, let's go a little
91. 3:14bit lower. Here is the budget that was
92. 3:16spent on a lead form. Look, many have
93. 3:18probably already guessed that we will
94. 3:21be talking about a target action. That
95. 3:24is, when we lead to a message, here,
96. 3:26for example, I go into the settings, we
97. 3:28have our community here, and I will
98. 3:30lead directly to a dialogue with this
99. 3:32community. There. So we see a welcome
100. 3:35message and then the dialogue follows.
101. 3:38And I can also set it up to subscribe
102. 3:40to a newsletter. That is, in our case,
103. 3:44it will be a subscription, so it is
104. 3:46very important to select "subscribe" as
105. 3:48the target action here. So we will
106. 3:51track specifically the subscriptions to
107. 3:53our subscription page. In our case,
108. 3:56Senler. The subscription page will look
109. 3:59like this. And as soon as a person
110. 4:01clicks on it in the ad, they
111. 4:03immediately get this notification
112. 4:05asking if they want to receive messages
113. 4:07. Even if they decline here, they can
114. 4:10still read this form and click to find
115. 4:12out more about the course and then
116. 4:14agree later. So this acts as a kind of
117. 4:18warm-up page to get a person into a
118. 4:21dialogue. That is, you can get a person
119. 4:25into a dialogue using a message setting
120. 4:27, or you can also do it using a
121. 4:29subscription page directly. And this
122. 4:32actually changes everything. Why?
123. 4:34Because you can set up advertising for
124. 4:36the same audience. For example, we have
125. 4:3850,000 of our target audience there.
126. 4:40The point is that within this audience,
127. 4:43some people prefer sending messages to
128. 4:45communities, others subscribe more
129. 4:48often, some just leave likes or repost,
130. 4:50while others subscribe to mailing lists
131. 4:53, which is important, and some might
132. 4:55prefer filling out lead forms. But in a
133. 4:58lead form, you have to leave your phone
134. 5:00number right away, whereas with a
135. 5:01mailing list subscription, it is
136. 5:03usually requested within the dialogue,
137. 5:04where we can actually interact with the
138. 5:06person. And this is exactly what I’m
139. 5:09getting at: here, for example, I
140. 5:11launched a campaign for messages, and
141. 5:13we can see a specific cost per target
142. 5:15action, right. Meaning one audience has
143. 5:19one result, another audience has a
144. 5:21different one, but at the same time—
145. 5:23and I just launched this yesterday—we
146. 5:25are starting to see some actions, some
147. 5:27results appearing here. And we’ll be
148. 5:30monitoring this. But at the same time,
149. 5:31for a lead form, for example, for the
150. 5:32same 2,000 rubles. Here there were two
151. 5:34messages, here for 1,000 there were
152. 5:36messages, right, but there was nothing
153. 5:37there. And this shows that it’s good
154. 5:40I launched campaigns for messages,
155. 5:42subscriptions, and lead forms, because
156. 5:44if I had only launched lead forms, we
157. 5:45would be sitting at zero right now,
158. 5:47hypothetically speaking. This way, you
159. 5:50are targeting the same audience with
160. 5:52several different target actions. And
161. 5:54as a result, this client has already
162. 5:56had one purchase worth 50,000 rubles.
163. 5:58And here we spent eight. But again, we
164. 6:01are just testing things out for now.
165. 6:03Let’s move on to another advertising
166. 6:04account. And here is another ad account
167. 6:07as an example. You can see right away
168. 6:10what was for messages. An advertising
169. 6:12campaign. This one, I believe, I
170. 6:14decided to stop immediately, not even
171. 6:16to launch it. And also three
172. 6:18advertising campaigns for the mailing
173. 6:20list. Why is that? Because when I
174. 6:22launched directly for messages, I saw
175. 6:24that the target action was performing
176. 6:25very poorly. That is, for 135,000
177. 6:28impressions, we received only 30 target
178. 6:31actions. Plus, they were also quite
179. 6:33expensive. But at the same time, here
180. 6:36we can see 117 target actions. These
181. 6:38are specifically subscriptions to the
182. 6:40newsletter. So, people are still
183. 6:42entering into a dialogue with us, but
184. 6:44here there are over 100 of them, right?
185. 6:46So, even if we divide it by two, or say
186. 6:492.5, we still see that our target
187. 6:51action is significantly, well, just one
188. 6:53and a half times cheaper, right, even
189. 6:55though the conversion is the same, and
190. 6:58the difference lies specifically in the
191. 7:00fact that we have different target
192. 7:02actions and different settings. This
193. 7:05means we are reaching different
194. 7:06audiences. So, for example, here you
195. 7:09can see the highest click-through rate,
196. 7:11also for subscriptions, when we use
197. 7:13images. And again, when you create ads
198. 7:16with images versus when you create them
199. 7:18with video, there might be different
200. 7:20settings, right? So, with the video, we
201. 7:23even had more impressions, right, and
202. 7:25got a few more clicks with those
203. 7:26impressions. This is also a very
204. 7:28important point, but at the same time,
205. 7:30the conversion here is quite
206. 7:32significantly higher, right, by one and
207. 7:34a half times or even a bit more, yes.
208. 7:37That’s why we test photos separately,
209. 7:39videos separately, and audiences
210. 7:41separately, and also test different
211. 7:42target actions. You can try lead forms,
212. 7:46you can try messages, you can try
213. 7:48subscriptions. Always choose "subscribe
214. 7:52" right here when testing, this is very
215. 7:55important, and it’s also advisable to
216. 7:59choose a cost cap, that is, the maximum
217. 8:02you are willing to pay for a specific
218. 8:05subscription. And this way, you are
219. 8:08telling the ad account that if you
220. 8:10don't find, say, for 645 rubles, a
221. 8:12subscriber, right—and we always set
222. 8:14it at about two to three times higher
223. 8:16than the actual average cost we get,
224. 8:18right? Why? So that the ad account has
225. 8:22some breathing room to hook onto the
226. 8:24right audience. And so we set it at 645
227. 8:29rubles. It understands, "Oh, great, I
228. 8:32will look for them at this price." As a
229. 8:34result, it finds them for 200, 300
230. 8:36rubles. And this way, it continues to
231. 8:39optimize specifically for those people
232. 8:41who will start a dialogue with you,
233. 8:43that is, for those people who are
234. 8:44interested. This is such an important
235. 8:47algorithm. We optimize for different
236. 8:50target actions, we set a cost cap, but
237. 8:52sometimes you can use a minimum bid as
238. 8:54well. Look, even like this. If your
239. 8:56audience is less than 30,000 people, or
240. 8:58less than 50,000 people, then, in
241. 9:00general, you can set a minimum bid. If
242. 9:03it's larger, be sure to set a cost cap,
243. 9:05right, and inflate your price per
244. 9:07result by about two to three times so
245. 9:09that you have good delivery. This can
246. 9:12really help you get higher-quality
247. 9:15results. Here is another very important
248. 9:18example. Let's say we have an ad
249. 9:20running for furniture in a small town.
250. 9:24Here I have campaigns for lead forms, I
251. 9:26have ad campaigns for messages, and I
252. 9:28have them for subscribers. There are
253. 9:30different audiences, meaning there are
254. 9:32keys—that is, key phrases. There is
255. 9:34super-geo. In our case, these are
256. 9:36interests, but across the entire city,
257. 9:39yes. As a rule, these interests don't
258. 9:41work everywhere, but they can still
259. 9:44work well in some places. We also have
260. 9:48three similar audiences for messages.
261. 9:51There is also, by the way, an
262. 9:53additional list. What is meant here?
263. 9:55This is a scraped audience. That is, I
264. 9:57took competitors, took those people who
265. 9:59recently subscribed or showed some
266. 10:01activity, and scraped them. In some
267. 10:04projects, I create an auto-audience
268. 10:06that constantly scrapes this audience,
269. 10:08uploads it to a list, and this list
270. 10:10immediately starts working in the ad
271. 10:12cabinet. That is, they start being
272. 10:14shown to these people. automatically,
273. 10:16promotional posts. And also on Senler.
274. 10:19I just launched it recently. And you
275. 10:22can already see that, for example,
276. 10:24Senler keys aren't working and can be
277. 10:25turned off, while, for example, message
278. 10:27keys have the best result. That is, at
279. 10:30615 rubles each. Well, by "best," I
280. 10:32mean there are as many as 11 of them.
281. 10:34And what's interesting is that there is
282. 10:36a fairly high click-through rate here,
283. 10:38almost the maximum, yes, and good
284. 10:40conversion. This means this is
285. 10:41precisely our target audience that is
286. 10:43interested. Well, you can also see it
287. 10:45by the list, but our list isn't as
288. 10:47click-friendly. That is, most likely,
289. 10:50there is a miss with the target
290. 10:52audience somewhere, and we need to
291. 10:55check if everyone on this list is
292. 10:57really our target audience. Yes.
293. 11:00Because so far it is coming out quite
294. 11:02expensive. But I hope that they will
295. 11:03reach the point of purchase. For lead
296. 11:06forms, for example, 3,400 rubles on
297. 11:08keys. was spent. So that is also a
298. 11:11point. I also ran this campaign, yes,
299. 11:13so I have different settings there,
300. 11:15different videos, collages, and
301. 11:17creatives, yes. I won't show what's
302. 11:20inside it, but an important point is
303. 11:21that I also hoped that the keys would
304. 11:23work out, because, well, there are good
305. 11:25results here for messages, but not very
306. 11:27good for the lead form. On Senler, as
307. 11:30it turned out, not either. And imagine
308. 11:32if we had launched only the lead form
309. 11:33and Senler, and hadn't launched for
310. 11:35messages at all, for example. And we
311. 11:37wouldn't even know that we could have
312. 11:39leads there at 615 rubles. leads, and
313. 11:41this would have been the most
314. 11:43successful campaign in terms of
315. 11:45audience volume, yes. That's why we
316. 11:47then focus on dialogues, looking, yes,
317. 11:50at how targeted the people coming in
318. 11:52are. Well, the point is precisely that
319. 11:55this strategy allows us to find the
320. 11:58combinations that are most likely to
321. 12:00take off. That is, we test video
322. 12:03creatives, collages, and photo
323. 12:04creatives, yes, and with different
324. 12:07target actions. I believe this really
325. 12:11allows every project to find its peak
326. 12:14point of effectiveness right now.
327. 12:18That’s a theoretical, technical task
328. 12:21based on real practice. I hope it was
329. 12:24useful. If you need setup, you can
330. 12:26reach out to me in my Telegram
331. 12:28community. I will answer everything and
332. 12:30help you with the setup. See you later.