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Пошаговая настройка рекламы в VK ads 3 урок | Клипы и другие цели ВКонтакте Таргет VK реклама — Transcript

by Александр Бурилов - Таргетированная реклама · 2,573 words · 378 segments · language en · Watch on YouTube

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0:00Hello everyone. And this is the third
0:02lesson of my mini-course on how to
0:04promote correctly on VKontakte. And
0:07today we will set up ads. This is quite
0:10an important topic, so let's not waste
0:13a second, let's go. First of all, we
0:15need to go to the advertising account.
0:18I talked about how to get here in the
0:20first lesson, and touched on some of
0:23its elements. And we are interested in
0:26this "Campaigns" tab, right? So, we
0:28click on it. After that, our task is,
0:31let me expand to full screen, to click
0:33the "Create" button. Yes, we are
0:35creating it. And here we have quite a
0:37lot of target actions. Again, I talked
0:39about target actions in the first
0:40lesson. The main ones are the website
0:44and the VKontakte form. There is also a
0:47section that I haven't mentioned yet.
0:49It is "Brand Awareness and Reach." And
0:51here we can promote various information
0:53that we post in our community. And let
0:56me set it up right now. I need to set
0:58up promotion for a clip for a client.
1:00Therefore, in my case, under "Awareness
1:03and Reach," I choose "Clip." The way
1:06the setup looks in VKontakte is more or
1:08less the same everywhere, so now I will
1:11set up ads for a VKontakte clip and
1:13then talk about the nuances that arise
1:15when setting up ads for a lead form,
1:17messages, or a subscription page. So
1:20stay tuned. I think we will finish in
1:2310-15 minutes and break down each of
1:25the main goals. So, when we promote a
1:28post, video, or clip, we first select "
1:31Clip" here. In my case, I need the
1:33advertised object. In my case, it's a
1:36community, you can also go to it and
1:38check. The target action, when we work
1:42with reach promotion, is ad impressions
1:45; for other goals, where the number of
1:47messages, subscribers, or submitted
1:50leads is important to us. There we
1:53choose a different target action. We
1:55will talk about this at the end of the
1:56video. Next, budgets and display dates.
1:59In our case, we can generally turn this
2:01off, I try to set the budget at the
2:03group level everywhere, so you can
2:04safely turn off this toggle. Next, we
2:07will see how the setup goes. As soon as
2:10we turned off the toggle, the bidding
2:12strategy naturally moves to the group
2:13level. VKontakte has a three-level
2:16system, like a pyramid. First, there is
2:19a campaign, then there can be several
2:21groups in the campaign, and each group
2:23can have several ads. Bidding strategy.
2:26Here you can choose "Maximum
2:27Impressions,""Maximum Price," or "Fixed
2:29Bid." Actually, these are all more or
2:31less the same, so there is no point in
2:33choosing here. The price per 1,000
2:35impressions is minimal. Currently, it's
2:3670 rubles for us. I set it a bit higher
2:39than the minimum just to outbid those
2:41who set the minimum. So, we can show
2:44ads to more people from an auction
2:46perspective, right? When we talk about
2:49this cost, it's primarily about the
2:51auction. Next, the budget. Here we can
2:54allocate a budget. Let's set it to 500
2:56rubles, for instance. for the day.
2:58Budget distribution: even or
2:59accelerated. If you select accelerated,
3:02it will try to show ads as quickly as
3:04possible if the audience allows.
3:06Unfortunately, there's no way to limit
3:08the number of impressions per person
3:11here. The only thing we can do is
3:14spread our budget over the maximum
3:17amount of time. This is really
3:20important. Next, display regions. Here
3:22we can select the necessary cities or
3:24point them out on a map, right? For
3:26example, if we are interested in a
3:28specific district, right? If we are
3:31promoting a local business, we can
3:32choose a specific point within up to
3:34500 meters. The maximum is perhaps 50
3:38km, which is, of course, a large area.
3:40I need to select several cities, so
3:43I'll go ahead and do that now. I will
3:46choose several cities needed for this
3:49project. And for me, these will be
3:53Arkhangelsk, Arkhangelsk, Volgograd.
4:02You can select either a city or the
4:04entire region, which will also include
4:06smaller towns. Next is demographics,
4:10where we choose gender and age. In my
4:15case, I'm interested in the female
4:16gender. Most likely, somewhere from 27
4:23up to, well, you don't really have to
4:25limit it, but since we are primarily
4:27promoting a site and a marketplace, I
4:30think we can set it up to 58. Age
4:33labeling is only if, for example, you
4:34are promoting something like medicine.
4:36In general, where you need 18+, a
4:38license, and so on. We don't touch
4:40social advertising. And next is the
4:43section with various audience options.
4:47These are interests by topic. Then
4:49social characteristics. There is also
4:52one of the strongest audiences in VK.
4:55These are keyword queries. The keywords
4:58we enter here will determine the
5:01audience that we will reach. There are
5:05also community subscribers, but be
5:07careful if you enter community
5:08subscribers here. There will be this
5:12note that those who look like them,
5:14like posts and share them. This is an
5:17important point, that it will not just
5:19be subscribers of these communities,
5:20and the spread is quite significant.
5:22Well, based on my experience. You can
5:24also target listeners or musicians. So
5:27if you are promoting a brand tied to a
5:30specific music genre or artist, you can
5:34use that too. And before choosing who
5:36to show it to, we need to decide what
5:38we are going to show. So we won't
5:41select anything here for now. We also
5:44have the option to select an audience
5:46that we added here beforehand. These
5:48could be keywords or the same
5:50communities. So here you will find the
5:53phrases I’ve set up in the past.
5:56There is also an option to collect an
5:58audience of those who interacted with
6:01the clip. For instance, we can take
6:05everyone who reacted to the ad and save
6:08them as a positive audience. Let’s do
6:14exactly that; we’ll collect these
6:16people and later show them a new ad.
6:19Now, let’s scroll down a bit. We have
6:22the option to target specific device
6:25types, but unfortunately, we can't
6:27separate desktop and mobile. So, I
6:31usually leave it as it is. That’s
6:34because very few people watch clips on
6:36a computer, so we'll keep tablets and
6:38smartphones. Meaning we will target the
6:41widest possible audience. URL
6:43parameters are not important in our
6:45case. Placements, i.e., where your ad
6:48will be shown. Since we are promoting
6:51clips, it will be shown in clips, right
6:52? Additional pixel audit settings can
6:54also be configured, but we don’t need
6:56that. Moving on. And up next is
6:58selecting the clip. I need to promote
7:01two clips. They have just been uploaded
7:04. They haven't gathered many reactions
7:08yet. So for the ad, let’s name it
7:11this way. Ad one. And ad two is—let's
7:15do this. This one will be number one.
7:19We will duplicate it and name it ad two
7:23. This one will be about the greenhouse
7:25. I’ve already watched these clips,
7:30and my task now is to launch them under
7:33one group. Now we know we’ll be
7:37promoting garden pegs and the
7:38greenhouse. And consequently, we need
7:41to find an audience interested in this.
7:45I have prepared an audience based on
7:46keywords in advance. These include
7:50trimmers, plants, seeds, and seedlings,
7:51for example—we can use those. Or we
7:54can create one from scratch. Let me
7:56show you how it's done. When we talk
7:59specifically about keywords, our task
8:02is to find and insert the key phrases
8:04that our potential customers might use.
8:08Yes. In our case, if we are promoting
8:11these kinds of gardening supplies, we
8:14should start with direct queries.
8:16I’ve prepared some here. So, these
8:18are direct ones: tomato stakes,
8:20supports for tomatoes—everything that
8:23people interested in this would
8:26actually type in. There can also be key
8:28phrases based on specific crops. That
8:31is also important to understand. You
8:34can split the key phrases into several
8:35groups, but I’ve decided to add
8:37everything to one list for now, and we
8:39can sort it out later if needed. You
8:42can run all the analytics on these
8:44keywords later. Once we’ve entered
8:46all these keywords, we might also be
8:48interested in the search period. There
8:51are also negative keywords. For example
8:52, there are garden stakes. But if there
8:56was any overlap—like with furniture,
8:58which happens often, where you have "
9:00custom kitchens" and you exclude "
9:02French" or "Italian" because that could
9:04refer to food delivery. In our case,
9:07everything is pretty straightforward.
9:09So, if we write "supports for
9:11vegetables," there is a clear, direct
9:13association without any ambiguity.
9:15That’s good. So we’ll leave it as
9:17is. Later on, we will analyze and see
9:20how it works. The next important point
9:22is the search period. This refers to
9:25how recently people typed in these
9:27keywords or how many days ago they did.
9:30If we leave it at 12 days, it will
9:33target people who entered any of the
9:36keywords we’ve added within the last
9:3912 days. This means it could be someone
9:43who searched yesterday or someone who
9:44searched 12 days ago. Therefore, I
9:46would limit it to about 5 days.
9:49Generally, if a person showed interest
9:51within the last 5 days, we can still
9:53catch some hot demand. Right. The fewer
9:57days you set, the hotter the audience
9:59you will reach. Since I have quite a
10:02lot of cities here, I think a decent
10:04audience volume will be captured. Once
10:07you create it—let me click on "create
10:09audience"—this audience is saved and
10:11sent to custom audiences, just like I
10:14showed you earlier. It will be
10:16calculating for a little while,
10:17actually. Let's go ahead and name the
10:19group now. So, the group is our setting
10:22, right? That is, who we are going to
10:24show it to. I'll leave it as keyword
10:26queries for now. Maximum reach.
10:28Everything is great. Set it up here.
10:29We’ve done all this. Next, we have
10:32two ads for each of the audiences.
10:35There. And also name the advertising
10:40campaign. And now that everything is
10:44set up here, we can duplicate it. So, I
10:47just clicked on the three dots,
10:49duplicate, and for example, create one
10:51for interests. You can also make one
10:54for other keywords. And this way, each
10:58of these groups will have its own
11:00budget and settings. But since I copied
11:03it, all these settings carry over,
11:05along with everything else I’ve
11:07already configured. Consequently, I
11:09won’t need to set it up again from
11:11scratch. And here I will just change it
11:13, that is, I will remove this audience
11:15based on keywords. And right here are
11:17the social characteristics, right? Here
11:21, for example, there are unemployed
11:22pensioners, right? Uh I was thinking of
11:29finding garden or dacha, but there’s
11:33nothing like that, so social
11:35characteristics don't fit. I thought
11:41about finding a private house out of
11:45town. Purchase. Suburban real estate.
11:52What if we try dacha for home and
11:55garden? Yes, I think we can use the
11:59home and garden interest. The audience
12:01here is 239, but if we go a bit higher,
12:04it’s 20,000. Well, 20,000 is, of
12:06course, not that much. There. So let me
12:10show you how to edit our keyword-based
12:13audience, just in case. Since 20,000 is
12:17a very small audience, we can, for
12:19example, set it to 8 days, increase it
12:21by 3 days, and thereby increase the
12:24audience size as well. Yes. There. Well
12:29, it should recalculate after some time
12:31. And that’s it. We’ve now set up
12:36an interest-based audience, we’ve set
12:39it up for keywords, and later we can
12:41compare the results of each. And we
12:44launch the ad. Once we launch the ad,
12:47it goes to review. If it passes
12:49moderation, it will start running after
12:51a while. First, it will say that data
12:54is being collected, and after that, it
12:57will start showing ads and working
12:59directly. If we happen to be working
13:02with a subscription page, then for the
13:04target action, you select Senler. You
13:07add it there, again, I have a free
13:08lesson on my channel. Also, in my full
13:10training course, there is a complete
13:12lesson on how to set it up for each
13:13goal. So, if needed, check it out there
13:15. But here, briefly, we select Senler,
13:18and we have one specific subscription
13:20page. Unique conditions for purchasing
13:24an apartment. And right here is the "
13:25get" button. After a person clicks "get
13:28," the goal we select here is triggered
13:31. In my case, yes, for some reason,
13:33it's currently showing in English. And
13:36here the budget is set at the ad set
13:39level for each audience. And it's very
13:42important that we have a cost cap set.
13:44There are a lot of different options
13:46right here. There's a cost cap for
13:48impressions, and there's a cost cap for
13:50the bidding strategy. And in our case,
13:54it should be the maximum conversion
13:56cost. Then we will optimize so the ad
13:59account finds those people who will
14:01actually subscribe, right? So right
14:04here our target action is "subscribe,"
14:05that is, a subscription, right? And
14:08here we directly use a cost cap and set
14:10the budget a bit higher than the cost
14:13cap. And then all the other settings
14:15follow. Also, let me show you an
14:17example with messages. For instance,
14:19this campaign here has 132 messages.
14:21Let's go in. Here I was testing city
14:23and location, since the audience is
14:26very small. Here there are 13,000, and
14:28here 18,000. I needed to understand how
14:33the algorithm would differ if I chose
14:36here versus using a pin. So I set the
14:40budget at the campaign level, set it to
14:42550 rubles. It's an optimal budget, and
14:45I set the lowest cost because, overall,
14:47it was already performing very well. If
14:49there were high competition, I would
14:51have set a cost cap. So, that's the
14:53logic. If competition is strong, then a
14:55cost cap. If the audience is large,
14:57then a cost cap. If the audience
15:00happens to be small, then you can use
15:02the lowest cost if, again, we are
15:04confident in the audience, because
15:05reaching this number of people,
15:0713-18,000, costs practically nothing;
15:09it’s pennies. Therefore, we can
15:12safely set the lowest cost here and
15:14work with it. And let's also look at a
15:16lead form, a lead form campaign. Here
15:18we have the keyword queries directly.
15:21So we selected a specific lead form.
15:23You can also select several lead forms
15:25and set up an A/B test. And then it
15:27will distribute traffic evenly to each
15:29one at first, then understand which
15:32lead form works better, and send
15:34traffic specifically to the one that
15:36performs better. I have one audience
15:40here based on key phrases, and I set a
15:42cost cap here quite simply since this
15:44is Moscow. As you can see here, I
15:47clicked all the necessary points, the
15:50maximum conversion cost is 1,500 and
15:53the budget is 16,600, but the cost per
15:55result recently was 700 rubles. So even
15:59if you set a fairly high cost cap, it
16:01doesn't mean it will hit that price
16:03exactly. Meaning, here it turned out to
16:06be twice as cheap. That’s about it.
16:07You can get the full training at the
16:09link in the description. And I’ll see
16:10you in the next videos.

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This page contains the full transcript of Пошаговая настройка рекламы в VK ads 3 урок | Клипы и другие цели ВКонтакте Таргет VK реклама by Александр Бурилов - Таргетированная реклама, generated from the public captions YouTube serves with the video. The transcript has 2,573 words across 378 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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