Promoting VK and MAX channels

VK and MAX channels are a convenient format for regular publications on behalf of a brand or author and direct contact with the audience.

The VKontakte channel is an additional way to interact with the audience within the community. It publishes individual posts that subscribers can read in the "Channels" folder in Messenger.

The MAX channel also helps maintain contact with subscribers and quickly convey important information — from announcements and useful collections to product launches and events.

Channel advertising helps you find your audience faster: show your channel to people who are potentially interested in its topic. Users see relevant recommendations in their familiar feed, can immediately go to the channel, view the content, and optionally subscribe to stay up-to-date with new posts.

You can advertise your channel using the "VK, OK, Mini Apps, Dzen, MAX" promotion object → "Channels"

To advertise a MAX channel, it must be public. Private channels cannot be advertised.

Creating a public channel in MAX is available to legal entities and sole proprietors who have joined the MAX platform for partners and passed verification.

You can also create and advertise a public channel in MAX if you have A+-rated resources on other platforms (VK, OK, Dzen, or Telegram).

1. In the "Campaigns" section, on the "Campaigns" tab, click "Create."

2. In the "Targeted Actions" tab, select the ad object "VK, OK, Dzen, Mini Apps, MAX" → “Channels”.

3. In the "Advertised Channel" field, paste the link to your VK or MAX channel.

To get a link to a VKontakte channel, click on its name → the channel link will be displayed below. Click the copy icon. Learn more about channel links
To get a link to a MAX channel, open the channel → click "Share." Copy the resulting link.

4. Target action.

The target action "Join the channel" is currently available for channel advertising on VK. You can optimize your campaign to get more channel subscriptions.

One target action is available for channel advertising in MAX: "Clicks on ads"

5. Optimization of the campaign budget. Allows you to distribute the budget between your ads so that you get more targeted actions.

The algorithm determines which ads work best and allocates them a larger share of the daily campaign budget. Thanks to this, the campaign shows better results. Learn more about budget optimization

6. If you have enabled optimization, set your betting strategy and budget.:

Campaign Betting Strategy — you can choose a "Min price" or "Limit price" strategy. Learn more about strategies
Budget. The setting limits the amount you want to spend per day or for the entire duration of the campaign.

7. The maximum cost per ckick (when choosing the "Limit price" strategy). For a pay-per-click (CPC) channel: the cost per 1 click on an ad.

Depending on the segment, area, budget, and goals of the advertising campaign, you can change the cost yourself to achieve the best result.

8. Dates — the campaign period. This setting applies to all ads in the campaign. It is mandatory to specify only when choosing an "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. Setting up the ad Group.

One group can include one or more ads combined by common settings such as opening hours, schedules, and targeting.

At this step, set the following settings:  

1. Betting strategy. If you have not enabled optimization at the campaign level, choose a strategy: "Min price" or "Limit price". The recommended strategy is the "Limit price" because it allows you to limit the maximum bid.

2. Budget — specify the amount you want to spend per day or for the entire duration of the campaign. There will be no budget and allocation selection if you have already specified them at the step of creating an advertising campaign.

3. Dates — the period of the announcement group. This setting applies to all ads within the group. It may differ for different ad groups.

If you want to set a single period for the entire campaign, go back to the previous step and set the period there.

4. Show time. To specify a schedule, click "Set up show time" under the group dates setting.

5. Display regions are the geography settings where users will see your ad. We advise you not to narrow this setting and rely on the forecast values. 

6. In the "Demographics" section, you can configure the gender and age of your target audience. 

7. Audience expansion. You can use it to find and attract new customers who are similar to your target audience. 

8. If necessary, specify the age marking.

9. Social Advertising check box. It is needed for non-commercial advertising, for example, charities.

10. Interests and behavior. Select the categories that may be of interest to your target audience. You can use targeting based on interests, social characteristics, search queries, community subscribers, and listeners of musicians.

For MAX channels, targeting is available for users who have MAX installed on their device.

11. Placement locations. You can choose the platforms where your ads will be broadcast. The VKontakte feed is available for channel advertising.

We recommend using "Automatic placement selection" — this way your ads will be able to be broadcast on all available sites and placements. You can disable this setting and select the placements manually, however, keep in mind that this may narrow the audience and affect the reach.

At this step, add text and advertising creatives.

By default, the ad is created in the universal post.

In the preview on the right, you'll see what your ad will look like. The ad itself is generated automatically and adjusts the format to the place where the ad is placed.

When clicking on any other part of the ad, the user who sees the ad will switch to the advertised channel.

When everything is ready, click "Publish". The ad will be sent for review.

To evaluate the results, use the table with statistics (dashboard). In this table, you can select the metrics that are important for analyzing your advertising campaign. Learn more about working with statistics

When promoting channels in VKontakte, the number of channel entries will be displayed in the "Result" column.

When channels are promoted to MAX, 0 will be displayed in the "Result" column, since payment is based on the CPC model, that is, for clicks.