The "VK post, video or clip” media format allows you to promote content from VKontakte authors and communities: posts, videos and clips. Advertisements are placed in the clip feed and the VKontakte feed.
Posts, videos, clips from communities to which you have rights, as well as videos and clips from your personal page are available for promotion. The payment model is CPM, i.e. payment is made for each 1000 impressions.
Campaign creation
Step 1: Setting up a campaign
1. To create a new campaign, in the Campaigns section click Create.
2. Switch to the Awareness and coverage tab and select VK post, video or clip.
3. Select which format you want to promote:
- Post
- Clips
- Videos and broadcasts
4. Select the object of promotion: community or profile.
5. You can select only one targeted action - ad impressions.
6. Campaign budget optimization will allocate the budget between your ads so that you get more targeted actions. An algorithm determines which ads perform better and allocates a larger share of the daily campaign budget to them. Read more about budget optimization
7. Choose a campaign bid strategy. Several options are available:
- Maximum impressions (recommended) - the display price varies between -50% and +100% of the selected bid if the algorithms consider the auction to be effective. Will help you get maximum reach within your budget.
- Fixed bid - the bid in auctions is the same and does not depend on competitors' bids. Will help to accurately predict the cost of engagement.
- Limit price - you specify the maximum price of the target action and participate in the auction with the lowest possible bid. This strategy optimises the cost of displays, but narrows the audience. That's why you should specify the maximum price with a reserve.
8. Specify the price per 1000 impressions.
9. Budget. The setting limits the amount you can spend per day or for the entire duration of the campaign. More information about the budget
10. Distribution. Set budget distribution at the step of creating a campaign or ad group to control the speed of ad impressions.
- Fast distribution - maximum number of impressions. Use if you want to reach all available users in a minimum amount of time.
- Even distribution - the optimal intensity that takes into account the amount of available audience, run period and campaign budget.
Even distribution of the total budget works when the campaign period is set.
Even distribution of daily budget works when the daily campaign budget is set.
11. Dates. The period of campaign running. This setting applies to all ads in the campaign. It is mandatory to specify only when selecting the “all time” budget.
If you want to set different dates for different groups, do not use this setting, but set the dates in step 2. Set up an ad group.
12. Frequency of impressions for the campaign (optional). Enable this setting if you want to determine how many times one user can see your ads. The limit can be set per day, week, or month.
Step 2: Setting up a group of adverts
One group can include one or several adverts united by common settings - period of operation and schedule, targeting, setting the frequency of display.
Specify сampaign dates, budget and budget distribution. There will be no selection of budget and distribution if you have already specified them at the step of creating an ad campaign.
Set the necessary targeting: display regions, user gender and age, interests and behaviour, user audiences. If necessary, set up UTM tags.
In the Placements block you can choose where you want your ads to be shown. We recommend that you use Automatically select placements so that your ads can be broadcast on all available sites and placements. If necessary, you can disable this setting and select placements manually, but keep in mind that this may narrow your audience and affect your reach.
If you want to set the maximum display frequency for multiple ads in a group, go to the “Advanced settings” block and enable “Group frequency settings”. The setting will be available if you have not set the display frequency at the campaign level.
To use a third-party event counter for ad campaigns, configure the audit-pixel - you can do this in the “Advanced settings” block. The audit pixel will work for the whole group and count total statistics. If you want to track events for each banner, create a separate group for each ad and configure the audit pixel.
Step 3: Setting an ad
After setting up your groups, proceed to creating your ad. This step will vary depending on what you choose to advertise.
- Post
- Select the post you want to promote.
- You can select a post from the list or search for it by clicking on the magnifying glass icon on the right above the list and entering a link to the post or a few words from the text.
- The post should not be marked as a promotion (“Promotion by author”). Posts that are already marked as advertisements cannot be promoted. To run an ad, create or select another post.
- The post must comply with the Rules.
- If you are authorized via VK ID, posts with emoji or text written in capital letters will be marked with a separate icon. When you select such a post, a warning will appear that the post needs to be edited. If you are authorized in VK Advertising in another way, such posts will be available for promotion, but they will not be able to pass moderation. Edit the post before running the promotion.
- In a post with a survey, there should be no more than 5 answer options and 1 attachment (for example, a post with a survey and 1 picture or a survey and 1 track).
- Clips
- Select a clip to promote from the list.
- The clip description cannot be edited if the clip is promoted.
- Only clips that are not locked with privacy settings can be promoted.
- There should be no emoji in the description.
- The description text and video must follow the Rules.
- How often to show the clip to the user will be determined automatically, so that the clip will not get boring. The frequency of display will depend on the rules of the site, and also on how actively users interact with the clip.
- Video and broadcasts
Select the video you want to promote from the list.
Add a short description (up to 90 characters) - this is the text of your ad. Make sure the text and video comply with the Ad Placement Rules. Here are a few important points:
- The video should not mislead the user.
- The video must not contain images of buttons or other elements that duplicate services.
- The video cannot contain visible artifacts, distortion of proportions and other errors.
- Low-quality and highly compressed videos are not accepted.
- The description text must not contain emoji.
How to evaluate the result
Campaign results are displayed in the statistics table. Media ad metrics (at the ad group level) and clip metrics (at all levels) are available for tracking.
- Media advertising metrics
To enable the display of media advertising metrics:
- Open the statistics table and find your campaign in the list. Hover over the campaign row and click on the Statistics icon.
- Go to the group level (click on the group name in the menu on the left).
- Scroll down to the table with the ad results.
- Click Settings → Customize Columns.
- In the list in the Media Metrics block, Check the desired metrics in the Videos → Clips blocks. The metrics available for tracking are:
- Frequency at the end of the period
- Coverage growth
- Coverage at the end of the period
- Click Apply.
- Clip advertising metrics
To enable the display of clip metrics:
- Open the statistics table and find your campaign in the list. Hover over the campaign row and click on the Statistics icon.
- Scroll down to the table with the ad results.
- Click Settings → Customize Columns.
- In the list in the Videos → Clips block, check the desired metrics. The metrics available for tracking are:
- Likes
- Comments
- Shared
- Bookmarks
- Click Apply.