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Promote Zen articles with VK Ads

VK Ads has added Zen as a new ad object, enabling businesses and authors to promote articles from Zen channels

26 September 2023
Продвигайте статьи в Дзене через VK Рекламу – Новости VK Рекламы
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VK Ads offers integrated promotion opportunities across all VK projects. The platform now has a tool for advertising articles posted on Zen. With the help of VK Ads, businesses and Zen authors will be able to promote their Zen articles, increase content reach, and attract potential customers.

Zen enables content creators to reach interested users through smart algorithms that take into account user interests and recommend content they will likely enjoy. Over 10,000 brands are already using Zen to address their marketing goals: they run their own channels and leverage integrations with the platform's bloggers. Promoting through VK Ads will provide even more opportunities for businesses.

Available formats

Currently, VK Ads offers the promotion of articles as the only supported Zen content format. It is important to avoid using emojis or special characters within the articles, and the headline length is limited to 70 characters, including spaces. 

The content must comply with Zen guidelines, while the ad campaign must be in line with VK Ads moderation rules.

Articles in Zen

Ad placements

The article ads will appear in the following sections of both the mobile and desktop versions of dzen.ru: 

  • Zen’s home page 
  • Recommendations alongside articles and videos
  • Tabs organized by format

Advantages of Zen promotion

  • Zen articles are a great opportunity to provide detailed information about your product or service, using various multimedia formats. This helps you introduce your audience to the product and seamlessly guide them towards making a purchase.
  • You have the flexibility to choose between payment models based on impressions or clicks. Opt for the former to raise brand awareness, or the latter to drive potential customers to click and engage with your article.
  • Use the Scroll2site technology to increase the number of potential conversions by directing users to your brand’s website or your Zen channel.

How to start advertising on Zen

Launching your ad campaign on Zen requires having both a Zen channel and a VK Ads account. To begin promoting your content, connect your VK Ads account to the Zen Studio by adding your advertiser account ID in the For advertisers section of the studio.

Next, go back to VK Ads and follow these steps: 

1. Create an ad campaign by selecting the Zen ad object and the channel you want to promote. Set the campaign's running dates. 

Settings of ad campaign

2. At the ad group level:

  • Choose between payment models based on impressions or clicks. 
  • Set a budget for the campaign starting from RUB 10,000 and configure the ad display schedule.
  • Configure targeting options based on geography and demographics. The Ad placements section will automatically feature all available ad placement spots on Zen.

3. Create your ads by choosing the desired articles from the list. You can promote multiple articles with a single campaign. Use the Preview section on the right side to see what your ad will look like when displayed.

See more information about creating Zen ads and the accompanying requirements here.

Try out Zen article ads
Start advertising