Video advertising is perhaps the most effective method promotion on the Internet. The brighter and more informative the video, the higher the probability of success. How to approach shooting a selling video wisely? Going through everything possible options, you will surely come to the conclusion - no one will do better than yourself. Only you know your product well enough to present it in the best possible light. With a good idea, equipment and reliable video editing software, you can easily master this difficult task. From the article you will learn how to do ads without the help of professional video makers.
Tips from the pros: 5 tricks for a successful video
- Advertising - dialogue
When creating advertising, professionals seek to evoke an emotional outburst in the viewer. That's why there are so many videos with the problem-solution scheme. The viewer associates what is happening on the screen with himself. When developing the concept of your video, take into account the characteristics of your audience, do not be afraid to address it directly.
- Advertising - mini-movie
There are endless ways to present advertising material in an original way. It can be a story from the first person, linking to the cultural baggage of the viewer (using references and references), introducing shock elements, such as humanizing objects, or playing with contrast (for everyone this way, but for us it’s different). Make up several versions of the scenario with different concepts, and then choose the appropriate one.
- Let others praise
Do not praise yourself! To do this, professional advertisers often introduce a character into the script, a kind of "independent expert". This may be a specialist in the field or a consumer with a unique history.
- Monotony is boring
No one will look at the "talking head" for more than 10 seconds. Video is primarily a visual impact. Use this advantage! Combine video, illustrations and infographics in one frame.
- 5 seconds is everything
You have a maximum of 2 minutes to describe the product, and only 5 seconds to keep the viewer. Start right away with a problematic issue or try to hook it with an unusual, bright shot.
Follow these cherished rules, and you will definitely hit the target. Now let's go through the technical side of the issue step by step.
Prepare material carefully
Decide on the main concept of the video. Gather an initiative group, arrange a brainstorming session. Write a detailed script - prepare voice-over and storyboard. This is followed by shooting the material - you can do it yourself or ask for help from professional operators. Ask designers to prepare infographics and illustrative material.
Launch the video editor and add content
There can be a lot of good material, but only the editing will turn the video into a real marketing masterpiece. You don’t need to rack your brains over the selection of software - that’s all key instruments eat in "VideoSHOW". and install it on your computer, then run the utility and create "New project".
In chapter "Clips" define the path to the folder with the files for the video and add them to the project. To trim the "extra" fragments, click "Edit Slide". In the tab "Properties" press the button "Trim video" and mark the desired section of the video with black markers.
Create a creative opening screensaver
Choose a template in the section "Credits" or create your own splash screen. To do this, use the keyboard shortcut Ctrl+Ins. An empty slide will appear on the scale below, place it at the very beginning and go to the editor.
The possibilities of designing a slide from scratch are not limited by anything - the background can be a solid color, a gradient, any image from the collection of the editor or your PC. Click Add Layer > Lettering to place the intro text. To change the font, color and style of letters, open the tab "Properties".
Voice the project
For a full-fledged dialogue with the viewer, add voice comments to the video. WITH "VideoSHOW" you do not need additional software - you will record voice-over text directly in the editor window. In chapter "Music" go to tab "Sound Recordings" and press "Record from microphone". To make the audio recording immediately appear on the audio track, click "Add to Project".
Great, you can safely save the result and proceed to converting! Now you know that there is nothing impossible, you can definitely make a commercial yourself. With such a convenient and advanced editor as "VideoSHOW", your content will always be effective, high-quality and professional.
For a modern entrepreneur, the problem of "how to produce" has long given way to another - "how to sell" the product of his production. Here it is worth remembering the common phrase: "Advertising is the engine of trade."
But just more often we see the opposite - low-quality advertising causes negative, or does not attract attention at all. What's happened effective advertising? First of all, it is the one that leads you to the intended goal. Many will think that this goal is profit. But advertising may not be aimed at making a profit. For example, are you going to change the assortment or close the business?
Then the purpose of your advertising will be the sale of goods in as soon as possible even with a small profit. Or, for example, image-advertising. It advertises the company as a whole, not the product, and sets long-term goals. But, first of all, you need to determine to whom you will sell your product. You need to take into account all factors: age, gender, nationality, education, income level and much more. Thus, the circle of interests is more precisely outlined. target audience, which must be taken into account when creating advertising.
For example, advertisements for products and services for the elderly should be conservative, retro-looking, discounted, and no-nonsense. If this advertisement is designed for a youth audience, then an emphasis on the prestige, fashion, and convenience of the product offered is mandatory. But at the same time, it must be borne in mind that faceless boring advertising will not attract anyone. The consumer needs to cause pleasant sensations, captivate him and arouse interest. Effective advertising should immediately attract the attention of the consumer to the product. A clear holistic image of the brand should be created.
In an advertising message, the consumer must know what benefit he will receive from your product. The greatest success will be if you promise the consumer those qualities of the product in which he is most interested, of course, subject to their usefulness and competitiveness. An important point in advertising is quality and its image. When a product embodies a sample of high quality in the eyes of the consumer, the prestige of the product increases. If the advertisement is unattractive, then the consumer, as a rule, thinks that the product is no better.
An important component of advertising is a single advertising message and a single image, which should remain unchanged for years. Thanks to this, the effect of the "snowball" is realized. Large firms for a long time form the lifestyle of a potential consumer by creating legends. A good legend is the basis for the success of such an advertising campaign.
It will not be superfluous to know that in the field of the market there is the Pareto principle: "80% of beer is drunk by 20% of beer lovers." In other words, 80% of a firm's profit comes from 20% of its regular customers. Therefore, in advertising, you need to strive to appeal to a regular active buyer, and not strive for the breadth of audience coverage.
Experienced businessmen know the inevitable fact: sooner or later the number of customers begins to decrease. Under no circumstances should the situation be left to chance. How can you be sure that the money invested in advertising really works for you, and does not enrich the company that produces this advertising? Will help you get oriented practical advice below.
1. Advertising should stand out from the mass of others. If you advertise similar to competitors' ads with the same discounts, conditions and special offers, you lose customers, as they will find it difficult to choose among the same information. The buyer, as a rule, chooses new and unusual, even under not very favorable conditions for the purchase.
2. Habitual phrases and stereotypical sentences like "Quality and inexpensive" have long been tired of the teeth. It is better to specify such promises and provide them with illustrative examples. That is, an advertisement like: “we make furniture in 3 days” will attract more attention than the “fast” that bothers the buyer, plus the presence of several images of goods of different price categories, which also indicate the cost, will be a clear source of information for the buyer about the benefits of your offer .
3. Focus on specifics. Psychologists say that exact numbers act on the human subconscious, inspiring confidence. The more detailed the number your future client sees in the ad, the more believable it will look to him, and the more likely he is to respond to your offer. For example, if you offer 12.87% per annum, the consumer will see you as a more accurate and accurate person. An integer in this case can be taken as formal promises.
4. The advice concerns television advertising. The "picture" of advertising and its sound range must be approached with great attention. Advertising should evoke positive emotions. If your product is featured in a promotional video, then showing it in action has the greatest effect.
sell dishwashers- in your commercial, a charming girl takes clean, sparkling, already washed dishes out of the dishwasher. In any case, the commercial should show how easy and pleasant it is to use your product. Another variant - satisfied with life and themselves consumers. In this case, the advertisement will have the motto: "Buy this and be like us!"
5. Inexperienced and unprofessional advertisers often make advertisements with erotic overtones. In this case, we can say that the customer's money was wasted: there is a fine line between sensual and inappropriate, funny and vulgar. It will take a long time to wait for an increase in sales from such advertising. Beautiful girl can draw attention to the product if your product is clothing, perfume, expensive cars. In most other cases, there will be the opposite effect - just an interesting picture will attract attention and nothing more, your product will go unnoticed.
6. Never forget the identity of the buyer. Make advertising with meaning, with soul, so that you can feel your sincere love for your work. Consider the following example: it happens that people constantly go to a small store in their yard, despite the fact that there is a supermarket nearby.
What can happen if you leave advertising in the background, clearly illustrates a sad example. Until 1998, the Mothercare chain of children's goods operated in Moscow and the Moscow Region. When she ran into financial problems, Mothercare's board cut all types of advertising to almost nothing, leaving only one flagship store in Moscow.
But, when the time of the crisis passed, it turned out that the corresponding direction of the market was already occupied by other companies. Thus, the Mothercare brand was forced out by competitors. Always remember the importance of advertising. The manufacturer must be able to be one step ahead of events, predict changes in demand for goods, use advertising to form the priorities and habits of the consumer, and not follow his lead.
How to make advertising so that it arouses interest? How to create the most effective advertising for your product or service? It is important to understand that "working" advertising always consists of the same elements, the presence of which is a guarantee of the success of advertising.
No matter how creative you are, if the required key elements are not used when creating an advertisement, the advertisement will be ineffective.
1. Title.
2. "Buttons".
3. Pictures.
4. The value of the service.
5. Availability.
"Buttons". A button is what causes a desired reaction in a person. For example, quite often on product packaging you can see the inscriptions “Does not contain preservatives and dyes!” or "100% quality!".
To find out the "buttons", you can conduct a survey among the buyers of your products (services), in order to find out what they are not satisfied with in similar products from other manufacturers, or, on the contrary, what they would like to see most in these products.
In other words, it is necessary to find out both the negative factors that impede sales, and the positive ones that "cling" the client to the quick and increase demand. Both positive and negative factors can be effectively used in advertising. It is only important to think in advance: what kind of reaction do you want to get from your advertising? Do you want to hurt the client for a "sore spot" or, on the contrary, cause him a slight euphoria with a reminder of his innermost dream?
For example, it may be the disagreement of buyers with the fact that, in general, the products on store shelves are not natural. Or, if we advertise holidays in hot countries, then the reaction may be such that a person wants to “turn off and get into a fairy tale for at least a week.”
The main thing is that the “buttons” should be located as close as possible to the heading, that is, be at the beginning of the advertisement in order to immediately catch the eye.
The quickest and easiest way to identify "buttons" is to survey a few dozen of your customers. For example, you are going to produce sausage. Questions will sound like this:
1. What quality of sausage do you value the most?
2. What do you dislike the most about the purchased sausage?
3. What would you pay attention to first of all when choosing a sausage?
Images. Surprisingly, but all people love pictures, regardless of age. It is no coincidence that there is a saying: “It is better to see once than hear a hundred times.” It is easier for a person to form an idea about an object when he sees it than when he reads about how this object looks. If the picture is used in conjunction with the "button", then the "button" itself will work twice as powerful.
Image selection is difficult. marketing work when each picture conveys a certain idea, message, causes a reaction, emotion and works in harmony with all other elements.
Service value. At this stage, we are faced with the goal of showing the client all the possible value of the product / service. And here it is important to talk about what will really make sense for your client (surveys will also help with this). This point shows the client what he will get if he buys, how his life will change after that, what benefits he will gain, and in general how important it is to buy your product / service after all.
Here you must show that your company offers a "solution to his problems." Note that in the buttons you could show that the client has problems in some area, but here you show that you have solutions to these problems.
You can also use catchy phrases and pictures to convey to the client the full value of the proposed product. If we consider the example of the promotion of sausage on the market, then opposite the advantages of the advertised sausage - "Without the addition of dyes, flavors and harmful preservatives" and "Nutritious for the whole family", we could place a picture of a happy family with children having lunch.
Attention! To show the value of your services, it is imperative to constantly collect and then demonstrate in advertising companies testimonials from satisfied customers, testimonials and letters of recommendation.
Availability product or service. Up to this point, the customer should already WANT TO BUY. Therefore, on this stage you must show how easy it is for the customer to purchase your product.
These can be addresses that show that the product is sold in any store in the network, or that you just need to make a phone call and the goods will be delivered. If the price of a good (service) is also publicly available, then it is worth highlighting it.
This could be a location map to your office, an indication that orders can be placed around the clock, or a note about free shipping products to any part of the city. Here, your main goal is to show the customer that the product is EASY to get.
In conclusion, we can only repeat that effective advertising should include not a couple of the listed elements, but all five - only then it will give the expected result.
Advertising is a way of promotion that allows you to sell more goods faster. Its distinctive feature is that advertising is not addressed to anyone personally, but is designed simultaneously for millions of people. It allows you to inform the target audience about the qualities of the product, convince them to give preference to one or another manufacturer and make them act instantly. This method of promotion is effective with the use of funds mass media. And since in Lately Internet has become the most influential and widespread media, then good publicity on the World Wide Web will certainly ensure success. So, how to create that it was justified? There are many nuances here.
The specifics of online advertising
Before creating ads on the World Wide Web, you need to understand distinctive features publications of this type. The Internet as a mass media has a completely different specificity. IN modern world can not imagine successful project without its promotion with the help of electronic resources. The advantage of this direction is that it allows you to reach the largest possible audience. And this is a very difficult task.
A successful impact on customers is already an achievement, but no one will refuse to attract customers with different psychotypes. After all, this allows you to popularize your business among absolutely opposite circles, that is, to get a big profit. It is quite difficult to achieve such a result, but by using various means of mass persuasion, you can choose the most successful option.
Any tutorial on how to create an ad the right way starts with choosing how to achieve the goal. In Internet marketing, this list is quite wide:
- Media. It is presented in the form of colorful bright banners that beckon to buy something. Goods are presented, as a rule, in the form of images. If the idea is well thought out, then it is perfectly remembered by users, because it has a greater influence on them.
- Contextual. This type of advertising is more highly specialized, it is aimed at a specific buyer. Such advertising is fully consistent with the interests of the person and is placed in the appropriate places: and ads that are issued by search engines depending on the user's request.
- Viral. This is the advertisement, the distributors of which are the users themselves. That is, investments from the supplier, manufacturer or SEO specialist are minimal, since the dissemination of information is provided by the clients themselves. These are interesting and unusual ideas that you want to show others.
- Placement in online games. More often than not, the product being promoted is somehow related to the game itself. Perhaps it is created specifically for a specific scenario. Such advertising is also aimed at its target audience.
The effectiveness of online advertising is measured by how it catches the eye and stimulates the purchase of goods. The advantages of this method of promotion are its targeted message (personalization), relatively low cost, instant access to information, and interactivity. The popularity of advertising on the World Wide Web is due, among other things, to a fairly high purchasing power of the audience.
AKAR classification
How to create advertising on the Internet, many organizations are thinking. Some of them even identified their classification features, according to which different methods are divided. For example, the IAB Bureau divides Internet advertising into two subspecies - branding and performance.
But more widely recognized and widespread is the division of promotion methods on the Web according to the method of the Association of Communication Agencies of Russia. According to ACAR, Internet marketing techniques can be divided into search advertising and display advertising. Their place in the market share is approximately the same. The latter has a slightly greater advantage.
The first admission segment has increased by sixteen percent over the past year. In total, this brought the creators about sixty billion rubles. However, it is worth noting that there has been a reduction in traffic from paid advertisements. This situation is typical not only for the Russian, but also for the foreign market. The difference between the domestic one is that, in fact, two companies are monopolists in the field of search advertising. largest companies- "Yandex" and "Google".
Display advertising is everything that the user sees in applications. The exception is ads in search results and classifieds, which are placed on a paid basis. The Association has identified three main subgroups of display advertising. These are video, banners and text-graphic blocks.
Free advertising option
How to create ads? There are two main ways that differ not only in the method of execution, but also in the material basis. The advantage of the paid method is that for money there is a high probability of getting a really good result. The free basis is justified only when the advertising is well done. After all, even what is done with your own hands (albeit by a non-professional) can bring a good income.
In order to popularize the product, advertising is primarily used. Organizing an advertising campaign on your own is quite realistic thanks to the placement of certain content on your own electronic resource, various blogs and pages on social networks. Of course, the finances spent in this case will be equal to zero. But the effectiveness depends only on the successful semantic content.
Forums, videos, message boards, Q&A services, and social media data are other forms of such marketing.
The main rule is that it is necessary to give due time and think carefully about the plan. advertising campaign. You can’t write a poor-quality text and hope for a positive result.
If it is possible to work on the basis affiliate programs, then this should not be neglected. By advertising other people's links on your electronic resources, you can help others a lot. Moreover, partners will then gladly respond to such a request.
Also, when registering on the forums through which you would like to promote the project, it is better to indicate the real location of the company or seller. Since if false data is found out at the IP address, then the profile may be blocked.
For a harmonious and appropriate description of your products, it is better to use discussions and contacts.
Paid advertising option
This method is more efficient, but only if the financial costs were justified. Of course, if the company has enough funds, then why not use the services of professionals who can competently and correctly fulfill all wishes.
As a rule, "freelance artists" perform Internet promotion of goods very competently. The main implementation tools are inscribing keywords describing properties into useful and interesting content for potential buyers. The main goal is to attract the attention of potential buyers. It will not be difficult for a person with imagination to describe a product or service, but only professionals in their field can competently formulate their thoughts into contextual advertising.
How to create an advertisement for a product and get crazy revenue for it is probably known to specialized advertising agencies. Recently, in connection with the active introduction of Internet technologies in such organizations, entire divisions have appeared that specialize in marketing techniques on the World Wide Web.
Such companies will help to use the budget allocated for product promotion in the most rational and productive way. A whole team of relevant specialists will study the features of the business, the prospects of the industry, and apply the most effective marketing techniques.
Increasingly, firms with a request to create an advertisement for a product began to turn to such agencies. Many understand the expediency and justification of professional advancement. In this regard, many Internet organizations have appeared that provide such an opportunity.
Specialized Services
Increasingly, people want to know how to create ads in Yandex.Direct or Google Awords. This is not surprising, because these services are the most popular for solving problems of this nature. They belong to paid services, but in the future the money spent will pay off.
In the event that you don’t want to figure it out yourself, you can contact a person who specializes in contextual advertising. A directologist will help you make your productivity as high as possible with minimal investment.
Another way is automated system promotion. An example is the Click service. This platform helps you save money and work independently with contextual advertising and Yandex.Direct, and Google Awords. The advantage of the system is also the protection of beginners from mistakes, thereby improving the result of work.
Advertising in social networks
How to create an advertisement "VKontakte" or any other social network? Why advance through these electronic resources is so popular? main reason of this is the prevalence of social networks in society. Now there is practically no person who does not have an account at least in one social network. This is confirmed by the fact that about ninety percent of the Internet audience have personal pages on Facebook, Odnoklassniki, VKontakte or Instagram. Such conditions of the advertising campaign, of course, are attractive. In addition, you do not need special knowledge to promote, because creating a group and an account is not difficult.
Advertising in social networks is called targeted. Its advantages over other types of promotion are the familiar interface for users, which helps to create a comfortable environment and more effective perception of advertising. It also has the advantage of being able to communicate with potential buyers. This makes it possible to understand the shortcomings of the product and draw new ideas.
To showcase a product, all you need to do is upload a photo or video. The ease of use of such an option is undoubtedly important.
To get information and access to the user, you do not need to force him to go through an additional registration procedure. It is enough for a person to simply join the community.
Advertising in "VK"
How to create an advertisement in "VK"? Since "VKontakte" is one of the most popular networks, the question is quite logical. To legally promote products using this social network, two methods can be used. The first is the VKontakte network itself, and the second is the Sociate service. The principle of operation of both methods is very similar.
Promotion through groups guarantees a constant and extensive audience. Advertising, which is not difficult to create yourself, can recommend another community, site or company to users. It is placed only for a certain period, during which it will occupy various positions in the feed. You can agree that the ad will stay in the first place for several hours, after which the group administrator can supplement the wall with other posts. The user only selects the hours and days in which the advertisement will be placed. It is not necessary to personally communicate with community administrators, as the system works automatically. The exchange also provides a report on how many views, reposts and likes a particular post has received.
Experts recommend placing ads in thematic groups. It is also worth checking subscribers, because the community can be large, but there are very few real people. Therefore, it is better to initially be placed in inexpensive groups and analyze the result. Advertising will be most effective where there are fewer bots.
Targeted ads are a more expensive option, but also more effective. It is more suitable for instant customer search. Such ads are displayed to people of a certain category only. And the social network will help sort the right users.
Ads in the news feed appeared in 2016. However, it is still quite a crude development. This type of advertising campaign allows you to promote only the record, but not the group or other electronic resource.
A similar service has already been implemented by the Sosiate service. By the way, its advantage over Vkontakte is that a separate platform has more informative statistics and provides convenient reports. Also, in some cases, the network takes a smaller commission from groups, so promotion through it can be cheaper. For long and productive work it is better to choose this service. In addition, it is perfectly integrated with other social networks such as Instagram and Odnoklassniki.
Advertising in Odnoklassniki
How to create an advertisement in Odnoklassniki? This can be done in two ways - free of charge and with certain financial costs. The essence of the latter lies in the choice of the service with which the ad is compiled. After that, you need to come up with a semantic content, select targeting settings and send the campaign for moderation. After that, you should pay the invoice and start the campaign.
The main services for such promotion include:
To manage on your own and not spend a dime, you need certain time. First you need to register and add as many people as possible as friends. Next, you need to establish contact with everyone and ask for an announcement of a site, product or service, indicating a link to them. In this way, you can create an advertisement for the store. Of course, it is better to motivate people. Over time, it is worth highlighting buyers and forming a subscription list. This will enable simplification in order to periodically offer products. If this social network manages to popularize the whole community, then a permanent audience will be provided.
Facebook advertising
How to create It is enough to follow according to the following points:
- While in your account, go to "Ads Manager". There you can see a special window for creating an advertising campaign. In response, the "Manager" will ask you to choose the goal of the promotion.
- Next, you need to segment the market according to geographical, demographic and psychological characteristics. If you do not know how best to create an advertisement, pay special attention to this point.
- Select ad placement. This means that you need to decide where to advertise. There are two tuning modes - automatic and manual.
- At this point, it is worth deciding on the financial part. The display schedule will also depend on it, that is, how much and when the ad will be shown.
- Optimization and selection of rates.
- The choice of design, from which memorability will directly depend.
- Supplement with images or videos.
- Attach title, text and links.
Advertising on Instagram
First you need to create an account on Facebook. The second step is to create your own public page and link a bank card. There is another option for promotion through a regular account, but it is used only to promote local services. On this moment It is possible to create three types of promotional posts:
- square and rectangular photos with text;
- square and rectangular videos with text;
- a series of photographs in the form of a gallery.
The difference between advertising through the Facebook service and bloggers is that the former takes its percentage only from the result. And celebrity promotion is equal to a fixed amount that must be paid regardless of the success of the advertisement.
How to create advertising, determines the method of implementation. The first way to create an advertising campaign is "Direct". It is not included in the official Facebook services, but it can be used to send only targeted audiences.
The second way is the most popular - it's video. That is, the user cannot view the content he needs without advertising. There is a chance that a person will be interested and even follow the link provided.
There are many free ways to promote and promote groups and communities on social networks. Some of them are very effective, but they all require time and effort. Therefore, one day there comes a moment when you realize that in addition to all the available methods, it would be good to add one more, paid method - targeted ads. And if earlier there was no experience of submitting advertising, for example, in such a social network as VKontakte, then the next question arises quite quickly: how to make VKontakte advertising on your own, without asking for help from specialists.
In fact, there is nothing complicated. I think that with the help of my screenshots, you will be able to repeat all the steps, make an advertisement on VKontakte, and analyze the results.
Starting the first advertising campaign
The first thing to start with is to follow this link. to the VKontakte advertising page. We are interested in the first tab "Targeted Ads". I must say right away that targeted ads are a key feature of VKontakte advertising, and they imply the presence of tools with which you can customize the display of an ad according to various parameters.
- gender, age, Family status, country and city of residence.
- University, faculty, school, year of higher education.
- Positions, districts, metro stations and even streets.
- Interests, hobbies, favorite movies, books, games, etc.
That is, we can customize our ad in such a way that the ad is shown to the target audience. If your target audience does not include schoolchildren, then you can independently set the desired age of the audience, and exclude ad impressions from the field of view of schoolchildren.
Click on the “Targeted Ads” tab and read carefully about the benefits of placing ads on VKontakte. Feel free to click "Create Ad". On the next page, we are asked what we want to advertise: our community (group, public or meetings), the VKontakte application, a video with a link to the advertiser's website or an external website. Community advertising is the most popular, so we choose this option as an example if it suits you.
Here, on this page, you will need to select your community, and you will find yourself on the ad placement page. Task: choose the accommodation option that you like best.
- Title 25 characters + image 90x120px with pay-per-view
- Headline 25 characters + image 90x65px + ad text 60 characters with pay per click
- Promoting communities - the group logo is automatically shown.
In my opinion, the most difficult thing is to correctly write a 25-character title. In my case, it would be better to correct the title with two words “Tips box”.
Scroll down and you will see the targeting settings. You can select a country, city, gender, indicate interests and education. If you see fit and check the necessary items, then in this way you will narrow your audience to the target audience, interested in your products and services.
The most important thing left is to set the cost of the advertising price. And for this, it is important to determine what you want to pay for - for impressions or clicks.
Here is how VKontakte describes the differences between ads for impressions and clicks:
“Pay-per-impression ads are a more static format than pay-per-click ads. They are suitable for advertisers who are interested in generating demand for a product or service of a particular brand or in image advertising. The main component of pay-per-impression ads is the image.
When paying for impressions, for each 1000 impressions, the amount that you set yourself is deducted from your budget (for example, 1 ruble = 1000 impressions).
When paying for clicks, only unique clicks on your ad are counted. If a VKontakte user has already clicked on this ad (from any computer), the click will not be counted. You also set the price for the transition yourself (for example, 1 transition = 1 ruble).»
It is worth considering only the fact that when paying for impressions, the image is noticeably larger due to the lack of ad text and, most importantly, there is no CTR in the CPM formula.
Since the effectiveness of advertising can only be determined through testing, I prefer to listen to the advice of more experienced people, and set the payment for clicks. That is, I will pay only for those people who clicked on my ad and clicked on it. For the first time, I recommend starting with a small cost of the transition - 3 rubles, even though VKontakte recommends paying me from 22 to 31 rubles per transition.
As an example, here are my results:
Having set the cost of the transition to 3 rubles, I replenished my account by 300 rubles. For 3 days, 36 transitions were made, and 5 of them became subscribers of the group. Small results, but to get the best, I need this experience today. As a result, 108 rubles out of 300 rubles were spent in 3 days. The cost of one subscriber was 21.6 rubles. Expensive to say the least. We still have to work on reducing the cost of a subscriber. It is difficult to achieve what you want the first time. This means that I have to test the increase in the cost of the transition, since the higher I set the bid, the more often my ad will be shown.
With experience, an understanding of the chips will come, which seem to lie on the surface, but the first time they are not amenable to awareness. By experimenting with the selection of target groups and improving the advertisement itself, you can achieve a smaller number of target audiences and a smaller, but more optimal cost per click.
You need to be prepared for the fact that the effectiveness of your ad will have to be constantly monitored, if you are not satisfied with the results, then there is always the opportunity to edit the ad and make changes to the settings.
Running ad
After you agree with the advertising policy of VKontakte, the ad must be launched in your personal account. Now that you have created your first advertising campaign, on the right side of the page you will see the link "advertisement", follow it at any time, and you will find yourself in your advertising account.
Replenishment of the budget
At the top, enter the amount of the total limit and the daily limit. That is, how much money would you spend on advertising per day, and for all time. Of course, first, you need to replenish the balance personal account and transfer money in any way convenient for you: bank cards Visa and Master Card, using electronic payment systems Yandex.Money, WebMoney and qiwi wallet You can also replenish your account using a fairly large list of payment terminals.
After the money appears on the account of your personal account, you need to set the daily and total limit at the top of the page and in the table, and launch an ad in the "status" section. After that, your ad is sent for moderation for about 2-3 hours. The moderation of VKontakte ads is serious: you can’t address the audience in an advertisement with “you”, indicate phone numbers in the text and in the image, you can’t advertise drugs, pornography, tobacco products, etc.
Should know! There must be at least 100 rubles left on the campaign account, otherwise you will see a warning:
"Could not run ad. For each ad you run, you must have at least $100 in your budget. You can replenish the budget or stop the ad. "
Do not be afraid to make changes to the ad settings during a running advertising campaign if you see that the result does not suit you. In some advertising campaigns, it will be more profitable to use payment for impressions, rather than for clicks. But you have to experience it for yourself.
Pay attention to the ads that are showing on your page right now. Evaluate whether the advertiser took into account your interests correctly, or preferred to waste advertising budget. For example, if you are a mother in maternity leave, and you are shown an advertisement for the Elektrostal plant, then this is a clear sign that the advertiser has incorrectly set up his ad, so the effectiveness of his advertising campaign will be low.
