To promote websites in VK Ads, use the “Site” ad object and pixel. Advertising will be seen by those who are most likely to go to your site and make a target action.
Tracking actions will be helped by the pixel, which records the actions of site visitors. This data can be used to improve the effectiveness of advertising.
Basic pixel settings allow you to set up optimization for clicks and impressions, and advanced settings allow you to set up optimization for various target events, such as adding to cart, registering on the site or searching the site. About creating and customizing the pixel
Before creating a campaign
Before running ads, make sure that:
- The site is accessible, error free, and the link opens correctly. If the page does not respond or opens incorrectly, placement may be suspended until the problem is fixed.
- There are no pop-ups when clicking on the link.
- There are no HTML frames on the site that present content from other resources.
- The site does not automatically redirect to another site. If you need to use a redirect, whitelist it using these instructions
- If the site collects personal data or contact information, the page should explain the purpose and/or consent to the processing of personal data.
The site you are advertising must comply with the Rules for Placing Advertisements
You will not be able to advertise sites that:
- are dorways, i.e. pages created for the purpose of redirecting visitors to another site
- clone other sites: contain content that fully or significantly copies the content of another resource
- are created only for displaying advertisements
- contain malware
How to create a campaign
1. In the “Campaigns” section, on the “Campaigns” tab, click “Create”.
2. Select the “Site” advertising object.
3. Go to the “Advertised site” block and provide a link to the site or select it from the list.
- If you entered a domain that is not associated with the pixel, you will have optimization available for the “Ad impressions” and “Ad clicks” events. The system will prompt you to create a new pixel for that domain.
- If you selected a domain that is associated with a pixel, you will have access to optimization on the pixel events in addition to impressions and clicks.
4. Select the target action for optimizing for impressions: impressions, clicks, or pixel events — the latter requires additional configuration. When creating ads, you can choose to optimize all categories except content views and custom conversions.
5. Select a campaign bid strategy.
6. Specify the budget and campaign period.
If you are setting up an event-optimized campaign, we recommend specifying a daily budget size that would allow you to reach 5-10 selected events.
7. Go to creating a group of ads: select the necessary targeting.
8. If necessary, add UTM tags to the link to the site.
9. Go to the ad creation step: add ad creatives and write text.
By default, the ad is created in the universal ad format. But you can choose additional formats. Click on the “Add format” button and specify what kind of images / videos you want:
- Slide carousel — a set of cards of several images (3 to 6), with text and a button. The cards can be flipped through.
- Media files gallery — a collage or slider of photos and videos in a post, without text and button. Add files from the media library and define the display format: “Slider” or “Collage”. You can select from 2 to 10 media files of different types.
Fill in the “About the advertiser” field at the step of creating an ad. This is required by the law “On advertising” if you sell goods or services remotely.
- for companies: name, location, Primary State Registration Number
- for individual entrepreneurs (IE): surname, first name, patronymic, Primary State Registration Number of Individual Entrepreneur
- for self-employed: surname, first name, patronymic, TIN.
Information can be specified on the advertising image or video, for the “Carousel” format — on the first slide or on all slides.
If the pixel is set up correctly and there are funds in the account, the campaign will start automatically — immediately after moderation or on the day you choose.
Campaign budget optimization algorithms will start working immediately after the launch and will recalculate their effectiveness every day based on the target events achieved.
How to evaluate the result
Basic campaign statistics will be immediately displayed on the dashboard. To see event statistics, go to the dashboard settings and check the required metrics.