Survey form Advertising

Surveys are a tool for conducting quantitative research. They can be used to test a hypothesis about a product, decide on the launch of new features, better understand user needs, or evaluate the impact of an advertising campaign on brand awareness.

Surveys assume anonymous responses. Use lead forms to collect contacts.

Survey advertising can be placed in the feeds of VKontakte and Odnoklassniki social networks, VK Clips and other VK projects.

Go to “Lead forms and surveys” → “Surveys” tab and click “Create a survey”. There are several steps to setting up a survey. All changes will be displayed on the right side of the preview. 

In this step, you can customise the appearance and text of the survey.

• Survey Name - the name under which the form will appear in your account, up to 200 characters.
• Logo - a picture logo of your company. Required field.
• Company Name - your company name, up to 30 characters.
• Survey Title - the title that users will see on the main screen of the form. Required field, up to 50 characters.
• Survey Description - the text that users will see on the main screen of the form. Required field, up to 350 characters.
• Styles - the color of the form's backing.

When you're done, click the “Questions” button at the bottom of the screen.

In this step you can add questions for users. To do this, click “+Add a question”. Select the type of answer:

• only one answer from the list
• several answers from the list
• free form answer
• numeric scale (0 to X)

Then add answer choices to the question.

When you create a survey, all questions are added sequentially by default. So users will see all the questions one by one. But you can use non-linear survey logic. Then, depending on the answer selected, you can show a different question next.

For example, if a user selected Answer 1 in Question 1, then show them Question 2 next, and if a user selected Answer 2, then show them Question 3 next:

Question 1

Answer 1 → Question 2
Answer 2 → Question 3

To use non-linear survey logic, when creating a question, click on the branching icon and specify the desired question and answer (“Show this question if <necessary question> was answered with <necessary answer>").

To weed out users you're not interested in, you can add a stop screen. Then if a user chooses an answer that is irrelevant to you, the survey will end and the user will be taken to a stop screen. The discounts and bonuses for taking the survey will no longer be available to the user.

How to add a stop screen:

1. Click “Add stop screen”.
2. Select the question you will be screening users on.
3. Select the answer choice that will result in the completion of the survey.
4. Enter the screen title that users will see on the final screen.
5. In the Description field, enter the text that users will see on the final screen.

When you're done, click the “Result” button at the bottom. 

This is the screen that the user will see after taking the survey. Here you can, for example, leave a link to a page with a promo code, bonus, or additional content.

To track where users are coming from, you can add UTM tags to the link.

Once filled out, click “Launch the survey” → Save. The survey will appear in the list under “Lead forms and surveys” → “Surveys” tab and can be used when you launch your campaign.

If necessary, you can edit the survey by hovering over its name and clicking “Edit”.

Unwanted surveys can be moved to the archive: tick them in the list and select Actions → Archive.

1. To create a new campaign, in the “Campaigns” section, on the “Campaigns” tab, click “Create”.
2. Select the “Lead forms and surveys” ad object.
3. In the “Ad object” field, select “Survey”. 
4. In the “Survey form” field, select the desired survey from the drop-down list.
5. Target Action - only one target action is available for surveys — “Fill out the Survey”.
6. Number of respondents - how many completed questionnaires you want to receive. Once the desired number of questionnaires are received, the campaign will stop.
7. Budget - the budget for the study. We recommend assuming an estimated cost per questionnaire of 100 ₽: to calculate the budget, multiply the desired number of questionnaires by the estimated cost: for example, 30 questionnaires * 100 ₽ = budget of 3000 ₽.
8. Survey dates - the start and end dates of the campaign, a mandatory field.

An ad group is one or more ads with a common budget and settings: display schedule, targeting, audience, etc.

Select display regions, set other targeting or customize your audience, specify placement.

Then click “Continue”.

• Logo - ad icon, minimum 250x250px, jpeg, png format.
• Headline - the title of the advert, up to 40 characters.
• Short description - text of the advert, up to 90 symbols.
• Text next to button - text next to the call to action button, up to 30 characters.
• Long description - the text of the advert that is displayed in the feeds of social networks (VKontakte and Odnoklassniki). Up to 220 characters.
• Button caption - caption on the call to action button. Can be selected only from a given list.
• Media files - these are images and videos that are used in the advert. We recommend uploading files with all available aspect ratios: for images - 1:1, 4:5, 16:9, for videos - 4:5, 9:16, 16:9. Full technical requirements for files
• Advertiser data - if you sell goods remotely, you must fill in the advertiser's legal information.

Statistics are available in the VK Advertising cabinet on the dashboard: find the desired campaign in the list, hover over it and click “Statistics”. A window with data will open. You can customize the display of statistics: which metrics to display and in what order. Learn more about working with metrics

To see how many completed questionnaires you've collected, go to “Lead forms and surveys” → the “Surveys” tab.