For the past three years, VK Ads has been refining its tools and features to enhance the effectiveness of business promotion. The platform has now upgraded its algorithms to improve ad targeting towards interested users. This technology helps advertisers identify relevant audiences more accurately by leveraging the system’s insights about business’s existing customers, thereby increasing the likelihood of conversions.
The “Expand with Lookalike Audiences” tool is available to direct advertisers and agency clients. The platform update enables:
- use of more precise algorithms to find potential customers by specifying their level of similarity to the business’s current audience and their typical decision-making window for purchasing a product or service;
- generation of audiences based on diverse sources: user lists (from 1,000 people), ad events (from 3,000 clicks), in-app events (within the last 60 days), and VK Ads Pixel events on websites.
The system will analyze the uploaded data and match it with its own insights about the business’s target audience. When searching for potential customers, VK Ads algorithms also consider gender, age, interests, community subscriptions, and other characteristics of users who have previously completed target actions.
Important: to begin building an expanded audience, you must have at least 1,000 recognized users. If there is insufficient data, the system will notify you.
How to expand your advertising audience using the updated tool
Go to the VK Ads account and click "Audience" in the left-hand menu. Click “Create Audience” or select an existing one with a suitable source, such as “User List”, “Website Events”, “Events in my ads”, or “In-App Events”.
Click the edit icon next to your chosen source and at the bottom of the page select “Expand with Lookalike Audiences”. Specify the level of audience similarity and the conversion window, and choose whether to include or exclude new users. Once configured, save your settings and use the new audience in your campaigns.