A complete description of the rules for advertising on VKontakte. What is forbidden to advertise in social networks and in the context? Pros and Cons of Compliance with VK Rules

Dmitry Kovalev

The article will be useful to those who want to promote goods, services or communities using VKontakte publics, but do not know where to start. After reading, you will learn how to select groups with a target audience and compose posts that help achieve maximum conversion.

Audience Revealing

Before looking for communities, find out who your potential buyer is and make a portrait of him.

Identify Needs. Find out what need your product or service satisfies. It should be one thing that brings the target audience together. Polls and forums will help you figure out what customers want.

Learn about interests. Find out about the interests of your audience to determine the topic of the group.

For this task, the Cerebro Target audience search tool is suitable. It allows you to analyze the interests of potential customers of the selected community.

In the "User Analysis" section, insert a link to the group in which, in your opinion, the target audience is a member.

Cerebro will well complement another tool located in the Facebook advertising account - audience_insights. It shows the marital status, position, as well as the top favorite sites of your audience. And if you are studying the market in the USA, then in addition to the above, the level of salaries will also be available to you.

Determine gender and age. Firstly, these parameters will help you select groups with the right audience. Second, make the message in your post more personal. The service from Mail.Ru will help to find them out.

Community Selection

After compiling an avatar of the audience members, collect as many pages as possible that potential customers can subscribe to. For this:

1. Use the "Community Search" "VKontakte".

1. Find groups through " Market platform» in your account.

1. Use third-party tools for working with VK groups, such as Pabler. In order to start the selection, go to the "Publics / profiles" section, subsection - "VKontakte publics".

Community analysis

When you have a decent list of groups on the same subject, check each of them against five criteria.

Presence of target audience

To find out if your potential customers are in the community, check the gender, age and geography of its members. These data can be viewed in the "Statistics" tab.

By gender, age and geo, check the presence of an audience in the group

Member activity

If there are people of the right age and gender in the group, we check it for involvement. This indicator is denoted by the abbreviation ER (engagement rate) and is calculated using the ratio of actions to coverage.

To understand whether ER is normal in a group, compare it with the indicators of leading communities in this topic.

Bots

You can find out the percentage of bots through the VKontakte application: Search for "dead" members and subscribers". To do this, go to the application, paste the link to the community and click "Scan".

The presence of bots is also shown by Pabler.

Usually there are 10–20% of bots in groups. Anything more is cheating

Another way to check the community for "dead souls" is to look at the outflow of subscribers. To do this, in the statistics of the page, look at the number of unsubscribes. A high spike in the unsubscribe graph is a clear sign of a high number of bots.

Coverage

Reach refers to the number of times a post has been viewed in the news feed or community wall. This metric only counts unique users. Moreover, VKontakte does not count the fast scrolling of the entry in the tape. The person must keep their attention on the text or image. You can also see this indicator in the group statistics.

The normal reach rate is 10-20% of the total number of subscribers. If a million people subscribe to the group, the reach should be 100,000 - 200,000.

Advertising entries

If competitors posted only 1-3 times, most likely their advertising did not bring results. It is worth checking it for professional suitability (read about this in the “Composing a post” block).

If advertising posts of competitors are published regularly, then most likely the group has the audience you need. And to get a piece of it, stand apart from the competition with creatives and unique selling propositions.

Accommodation

Through administrator

To post directly:

1. Find the administrator's contacts on the page. If there are none, write your offer in a message or in a suggestion on the wall.

1. Agree on the price, time and conditions of placement. By purchasing a package of accommodations at once, you can agree on a discount. But you should buy more than one advertising space at once only in already verified communities.
2. Choose the time of posting based on the activity of subscribers. If the seats are only available for a low activity period, ask the administrator to reduce the price a little. You can view the activity in the "Pabler" in the "Detailed statistics" tab.

1. Submit your post for approval. Please note that you may need to make changes. Therefore, it is better to send the entry in advance so as not to redo it five minutes before publication.

Through the exchange "VK"

Publication through the VK advertising exchange is 10-15% more expensive. Suitable for those who do not use third-party community search tools, as the service itself offers accommodation options. And also for those who do not connect third-party metrics to analyze the effectiveness of advertising, because in your account you can see detailed statistics after the campaign.

To place a post through the exchange:

1. Create an ad and submit it for moderation.

When the post passes the test, it will appear in the "Active" tab - it can be posted. If it doesn't pass - "Rejected". In this case, the moderators will definitely indicate the reason, after correcting which, the ad can be sent back for moderation.

1. Based on the given parameters, find groups to place. You can search for them based on topics, budget, coverage, number of participants, etc. However, you won’t be able to find a specific community by name - the service itself will offer options.

1. Submit a placement request. Your ad will be automatically placed within the time range you specified.

Compiling a post

After you have agreed on the publication, prepare an advertising post.

1. In the ad, take into account the needs of the audience, tell how your product will solve their problem.

1. Analyze competitor ads, if any. Then come up with a unique offer and post style to make your creatives stand out from the crowd.

1. Examine the content of the public in which you plan to post. By learning which ones are the most popular, you will better understand the interests of subscribers. This will help make a more interesting and less promotional post.

1. Fill the text with emoticons to make it more noticeable and focus on the main thing. Just do not overdo it, the post should look natural, and the emoticons should fit the meaning.

1. Shorten long links in the text with vk.cc or Google URL Shortener. So the record will take up less space, look neater and, most importantly, inspire more confidence.

1. The image should be catchy to get your post noticed in the feed, but still relevant to the offer.

1. Write a catchy headline. To do this, make it the main benefit. If it does not interest the target audience, then no one will read your text, even the most useful and selling one.

Working with comments

Negative. After the publication of the entry, comments will be left under it, and not always positive. Therefore, try to work out all the negativity.

Informational. Also, people can ask questions: “how to order”, “how much does it cost”, “what is the advantage of the product”, etc. They also need to be answered in time.

Outsiders. Any off-topic remarks can be asked to remove the administrator.

Evaluation of results

To make it convenient to keep statistics and analyze the results, create a table in Google Sheets or Excel with the following fields:

• name and link to the community,
• advertising post,
• placement cost,
• date and time of posting,
• administrator contacts,
• number of transitions
• the number of applications
• ER group,
• profit.

See data on transitions and applications in Yandex.Metrica. And to distinguish between your sponsored posts and the communities you host, add UTM tags to your links. Dmitry Dementy opened this topic in more detail in the article: "".

If placed through the VK exchange, in the advertiser's personal account after the RC you can see:

• the total number of users who viewed the advertisement, and their distribution by gender and age;
• the number of unique users who clicked on at least one link in the post;
• the number of users who shared, commented on, or liked the post;
• the number of subscribed users, if the community was advertised;
• number of applications per group.

To open detailed statistics, click on the corresponding icon in the section of the corresponding advertising campaign.

If you sent an application directly, but there is no way to connect the metric, ask the administrator for the statistics of the post before deleting it. She shows:

• overall reach and subscriber reach;
• likes, reposts and comments;
• the number of users who have hidden a post from their newsfeed;
• the number of complaints about the publication;
• The number of people who clicked on the link in the post.

Re-placements

If your first few community posts were successful, keep posting. But keep in mind that over time, ad conversion will decrease. Most members will notice your ad after a few placements, so next time they will ignore it. To overcome banner blindness, update your post every few placements.

• Test the new header.
• Change emoticons.
• Change the structure of the text.
• Post with a different image.

Give your post a new look and people will start noticing your post again.

For example, I posted several times in the community with this announcement:

The first placement brought ten leads, the second - eight, after the third placement only two applications came, after the fourth - three.

I changed the photo, came up with a new headline, added different emoticons, and the next day I posted in the same group.

Re-placements with a new post brought eight, and the second time - seven applications. Despite the fact that the text of the ad remained the same, only its visual part and title have changed.

Search for new communities

To increase coverage, you need to constantly look for new groups to place. To find similar communities, use an audience intersection tool such as Cerebro Target. In it, you can follow the link to the public in which you have already successfully advertised, find similar ones, where part of the same subscribers will consist. To do this, go to the "Audience search" section, the "Groups with target audience" subsection and insert a link to the desired page.

Groups can be filtered by the parameters you need and download links to them in a text document or in Excel.

To find audience intersections, you can also use free analogues, for example, the application "

From the article you will learn:

• what are the topics of advertisements under the taboo VK;
• a practical case on promoting Vkontakte site for the sale of gaming property;
• the price of traffic to the site from VK advertisements.

And is it worth launching campaigns on prohibited topics.

What are the topics of advertisements under the taboo VKontakte

“NO to low-grade advertisements in the open spaces of VK!” – said the developers of the social network. And since December 2016, moderators have been paying special attention to the content of targeted ads. The official administration community has published a list with explanations of what cannot be advertised In contact with.

Taboo topics have complicated the work of SMM specialists in promotion. But to say that they made it impossible is impossible. Let's see how this happened in practice.

Case: Traffic to a site selling gaming property – World of Tanks

Task: attracting users to the site selling accounts, game gold, equipment for the World of Tanks online game.

The average price of the property is 1200 rubles.

The cost per click was set within 5 rubles, and for the conversion - no more than 200 rubles.

What we did:

1. Target audience analysis.

At the first stage, we analyzed the target audience and divided it into 2 segments:

• competing groups;
• interest groups.

Active databases of groups were manually collected for each segment.

1. Running ads with different targeting in order to identify the "leading ad" and run split testing for each segment separately.

Cost per click - 3.5 rubles.

The following ads proved to be effective for launching split testing:

Cost per click - 3 rubles.

1. Running split tests with leading ads for each segment separately (for competitor groups and interest groups).

After split-testing, the ineffective groups were weeded out, and the most active user bases were collected from the effective ones using the TargetHunter service.

1. Launch advertising campaigns in full force with different options for teasers and advertising texts. Below is the analytics.

The average cost per click is 2.15 rubles.

Interest groups:

The average cost per click is 1.7 rubles.

Despite the fact that the topics for promotion on VKontakte are prohibited, we managed to launch ads in this format:

And the promo posts looked like this:

The average cost per visit to the site is 1.2 rubles.

Eventually

As a result, promo posts worked best. But the group, which was specially created to launch them, was quickly blocked. Again, because of the theme.

Total: the average cost per click was 1.7 rubles. (instead of the planned 5 rubles)

The client independently tracked conversions. According to him, the average cost per purchase is 100-150 rubles. (instead of the planned 200 rubles)

The advantage in this case will be an increase in the recognition of the site (its goods and services) among users of the social network, since there is a lot of competition in this market segment.

5 (100%) 1 vote

Advertising on VKontakte is one of the most common types of SMM promotion. People have long understood that advertising on social networks is profitable and convenient. But, like any other site, it has its own rules, which must be observed, otherwise your ads simply will not pass moderation.

It is about the rules and requirements for placing VK advertising that we will talk today.

What are the rules for?

Each advertiser should know or at least familiarize himself with the rules and requirements, so that in the future he does not have questions about why this or that ad was rejected, why certain penalties were applied to it, etc. If

In addition to the legislation of the Russian Federation, the policy of the site itself is also the basis of the rules, which is what they write to us in clause 1: “The advertisement must comply with the Rules for Using the VKontakte Site, the Rules of Contests.”

It is important to understand that these rules are regularly adjusted in accordance with changes in the legislation of the Russian Federation, site policy or for other reasons.

The site reserves the right to make changes without the consent of users and not notify them of the work done. Therefore, always be on the alert, and constantly monitor the current set of rules.

VK advertising rules

What happens if you do not follow the official rules of advertising VKontakte?

To open the current rules for placing advertisements and posts, you need to go to your personal advertising account ( https://vk.com/ads?act=office), and then on the left click on the "Rules" tab.

Let's take a closer look at all the points:

Clause 1 - Terms of use of the VK website and advertisements

We have already touched on this point. It states that advertisements must not violate and must comply with the law.

P.2 - Text length and image format

All ads must comply with technical requirements. You can learn more about them by clicking on the link. There are no "pitfalls" here. Basically, these requirements include the format and size of images, the length of texts, etc.

P.2.1 - Announcements must be literate

The text of your advertisements must comply with the norms of the Russian language. It must be well-written, free of grammatical, spelling and punctuation errors. Unless the error is part of a marketing ploy.

According to this paragraph, you will not be able to highlight words in the text by using capital letters (for example, DISCOUNTS) or due to punctuation marks and special characters (for example, ++!!!Attention!!!++). Ads with such text will not pass moderation.

Clause 2.2 - on the requirements for images in VKontakte advertisements

This paragraph is about images. They must be clear, that is, of high quality. Must not contain “explicit, frightening or aesthetically unacceptable images”, as well as alcohol and tobacco products in the course of their use.

If you use text, it should be legible and not exceed 50% of the entire image.

Well, among other things, you can not use logos and other attributes of your competitors.

P.2.3 - Content of the page, text and image of the advertisement

This paragraph states that the content of the site must correspond to what you are advertising.

Such ads will not pass moderation.

VKontakte carefully checks advertised sites and imposes penalties on sites for violating this clause. Therefore, there is no need to deceive anyone. If someone now has the idea of ​​​​changing the content of the site, immediately read paragraph 5.

A.2.4 The subject of the object for advertising

It says that when creating ads, you must specify the correct topic. Or such an ad may not pass moderation.

P.2.5 What is prohibited in VKontakte advertisements?

This paragraph prohibits the use of profanity and references to tragic events. We think everything is clear with this paragraph. No extra comments needed.

A.2.6 - Imitation of interface elements is prohibited

This item prohibits simulating interface elements. That is, for example, you cannot use a picture where the Buy button will be drawn, although in fact it is not there.

It is important to understand here that the word “buy” itself (or any other word) is not prohibited. You can place it on an image to grab people's attention or get them to click on your ad. The main thing is that it should not be designed as a non-existent button.

A.2.7 - Show respect for competitors

Don't compare your product to your competitors' products. Purposefully belittling the qualities of similar competitive products may lead to the fact that you will not pass moderation. This may work in some individual cases, but not always.

Clause 2.8 - Personal data and VKontakte

It is forbidden to use personal data of users in ads and refer to them using personal characteristics (for example, name, age, etc.).

For example, the headlines “Alexander, this is exactly what you need!” or "Are you 30?" will not be moderated.

P.3 - What is forbidden to advertise on the VKontakte website?

Paragraph number 3 of these rules lists objects that are prohibited from advertising.

Sometimes it happens when your ads fall under one of the above points, although you did not try to advertise something prohibited. Sometimes in such situations, re-submitting for moderation helps, sometimes it is necessary to completely redo the ad. Be prepared for this.

Similarly, goods from the "black list" sometimes pass moderation. The same ad was rejected today and may be accepted tomorrow.

P.4 - Advertising restrictions for certain products and services

This paragraph refers to certain types of goods/services where additional restrictions apply.

The right at any time to request documentation for a particular product / service. Therefore, be prepared to provide one.

P.5 - Substitution of page content and VK advertising

Here we are talking about the very substitution of the content of the site. If you are suspected of this activity, then wait for the ban. Best case scenario. At worst, you can be fined 100 thousand rubles.

Clause 6 - Agreement on the indication of advertising services of VK

Clause 7 - Links to VKontakte are prohibited

Clause 8 - Competing Services, Sites, Trademarks and Rules

Here we are talking about the fact that you cannot mention your competitors in one form or another. This is a good marketing technique, but the VKontakte administration does not welcome it.

P.9-10 - Reasons for rejecting an ad on the network

With points 9 and 10, everything is very clear. One leaves the right for the VK administration to reject ads if they contradict their views. The second one extends the current requirements and rules to advertising placed through mobile services.

Pros and Cons of Compliance with VK Rules

Outcome

The current set of rules and requirements for advertising on VKontakte may seem too large and complicated for some. A lot of points, a lot of sub-points prohibiting this or that action. In fact, everything is much simpler. If you do not try to deceive someone, then all your ads will be moderated without any problems.

If you do not see any violations, but the ad was rejected, then try replacing some words or characters in it (make any minimal changes) and submit it for review again. It often works.

Let us immediately denote that there is no universal solution on how to advertise a group in VK. A good result can only be achieved through systematic, systematic and high-quality work.

Basics

Before moving on to advertising the Vkontakte group, we will consolidate the common truths about the creation of the groups themselves. First of all, you need to be sure that the chosen topic/idea of ​​the project is really relevant and interesting. There is a pattern: the more interesting the topic, the faster the audience of the group grows.

Most likely, there are already groups on the network whose concept is similar to yours. Your task is to finalize the idea, make it wider / narrower, look from the other side, add zest and goodies that competitors do not have. The group should help users solve an existing problem (an interesting pastime, obtaining information about a product / service, communicating with like-minded people, etc.).

We decided on the profile, now we select the name. There are 2 options: positioning by service/product and by activity. That is, the name should reflect the main field of activity: “Window installation in Moscow”, “Laptop repair in St. Petersburg”, “Wedding limousines in Tomsk”. If there is a ready-made recognizable brand that has an impressive number of customers, we simply call the group the same as the company.

Please note that the social network VKontakte is perfectly indexed by search engines, provided that the name is correctly composed. That is, if you make the name in accordance with the most relevant search queries, this will provide an impressive influx of users from the search. To compile an attractive name, the Yandex Wordstat tool will help.

And last but not least on our list is content. 3 criteria for quality content: relevance, uniqueness, virality. After reading the material, there should be a desire to repost. If the user found the information useful, he shares it on his page and it becomes visible to his friends, which provides an additional influx of subscribers to the group. The number of reposts and likes are the best indicators of content quality. If there are few of them, it is necessary to change the direction and / or topic.

How to advertise a group in contact: effective ways

As you know, Russian people are terrible in improvisation, various limits and restrictions are a challenge for us. Therefore, there is a workaround for this mechanism: we buy fake pages and add friends to people who meet the criteria of the target audience (TA) of the group. Next, send them an invitation to join the group. In this case, the user receives an invitation from a friend, which increases the level of trust.

It is logical that, due to the existing limitation, you will need not 1-2 pages, but tens and even hundreds. Services and programs, for example, SmmLaba, will help with this. Issue price: 350 rubles for the purchase of pages (50 pieces for 7 rubles) + 1500 rubles for the purchase of proxies for each fake (50 pieces for 30 rubles) + 700 rubles / month for software.

Targeted advertising. These are the same annoying messages that appear on the side and in the news feed. Knowledge of the intricacies of targeted advertising is an independent science. We will only describe the essence of this advertisement of VK publics: advertising posts and offers are displayed only to the target audience, which you can set by gender, age, interests, place of residence. Do you need young mothers from 25 to 30 years old living in the Moscow region? The system itself will find them and show your offer, which they cannot refuse. To set up targeted advertising on your own, the Getuniq service will be useful.

1. Advertising public Vkontakte through posts in other publics. This method is as old as the social network itself. The principle is obscenely simple: you get posts in promoted groups and communities, from where the user can follow the link to go to your site. An advertising post is placed for a certain time, the time of publication and deletion is agreed in advance. The most commonly used scheme is 1/23: the post stays in the first place for an hour, and then 23 hours in the feed and gradually lowers as other posts are published. To facilitate the process of selecting a "promoted" group, control over the time of publication and payment, special services allow, we will talk about them below. You can negotiate directly with administrators. The cost of the post will be 10-20% lower, but there are practically no guarantees.
2. Inviting. The method is suitable for the promotion of a specific meeting / event. You create an event, mark the beginning and end, provide an organizer and invite guests. The difference from the first method is that invitations are sent out by other groups in which your target audience is. Scrolling through the community feed with jokes, you probably saw invitations to webinars, master classes or trainings. This is inviting in its purest form.
3. Contests. Today, there is no more effective way to advertise a group in VK than to hold contests. In order to take part in the contest, the user needs to perform an action that is useful for your group - repost, comment, subscribe, and so on. Where to post posts that you are running a contest if the advertised group has few subscribers yet? Communities like “Competitions (city name”, “Freebie in “city name”, “Promotions (city name)” will come to the rescue, they already have an audience ready to perform certain actions.
4. Mutual PR. That is, you advertise the post of another group / organization, and they post your post. There are a number of nuances here: the number of subscribers should be approximately the same, the content and topics should be similar, the owner / administrator should be adequate in order to be able to accept the offer and not throw out surprises.
5. Expert opinions. This is a promotional post with a link to a group ordered from a celebrity/blogger/expert. For example, you sell sportswear through a group. You can order a post from a famous person that he chooses your online store for sports.

Texts for group advertising in VK: standard templates

The most common is direct advertising. Such posts convey the proposal in the forehead. The effectiveness of the message in this case directly depends on the art, talent and level of professionalism of the copywriter. There is only one rule here: the text should be maximally selling and minimal in size.

Direct advertising is effective both for increasing the audience of the group and for sales. You need to list the benefits of the product / service, convince the subscriber of the need to purchase, interest and attract to the group / site, etc.

An example of advertising a group in VK: “The object of desire of fashionistas from all over the world at a bargain price! Ugg boots from UGG for only 4000 rubles! Group members receive an additional 10% discount. Hurry up! The duration of the promotion is limited: from May 1 to June 1, 2018. An advertising post provides room for imagination, do not be afraid to experiment.

If you're looking to increase your following, the post should describe the benefits of joining a group. The group must be clearly positioned according to interests, then people are more willing to join.

For example: "We develop logic" - these are new tasks for logic every day, these are lively disputes and discussions, these are effective methods and techniques for developing intelligence, these are interviews with experts in the field and much more.

The second type of post is a post with a break. The bottom line is that you place an interesting text, or rather its beginning. And to read the continuation, the user must follow the link to the group.

The full version of the text is displayed in a group, above the wall, so that each visitor sees it first. If you do not fix the text, you cannot avoid the sea of ​​negative reviews and comments, and this will not add subscribers. When used correctly, a broken post can generate thousands of new followers. According to statistics, if the content is really interesting + the post is posted in a high-quality thematic community (with a real, not a cheated audience), every fifth visitor will remain in the group and subscribe.

And the last view is the wiki post. These are meaningful, informative posts designed as articles from Wikipedia. The better and more relevant the material provided in the Vivik post, the more users will join the group. For highly specialized professional groups - this is it.

How to set up advertising in VK for a group

Specialized services will help with this:

1. http://oliveaclub.ru/. Here you can keep track of advertising campaigns and manage them, monitor the number of new subscribers from advertising, the number of transitions from a post, etc.
2. http://allsocial.ru/. The service itself is looking for the best communities to place advertising posts, monitor the statistics of the group.
3. http://borgi.ru/. It also searches for groups for advertising, makes an analysis of competing groups, monitors trends in partner programs.

Let's take a closer look at how to set up targeting. First of all, we open the VK market platform and create a profile here. To create an ad, open the “Targeting” section and select its type: “Community”, enter the name of our group, as shown in the figure: Finally, we determine how we will pay for advertising: for clicks or for impressions. And click "Create Ad". Everything, targeting is started.

Advertising a group in VK: the cost that you have to pay

We figured out how to advertise a Vkontakte group. Now let's talk about how much it will cost. Again, there is no universal figure or price scale. The cost of the advertising company of the group can be up to 1000-2000 rubles, and may exceed 20,000 rubles. The most important thing is to actually start doing something.

If you attract 10,000 subscribers, then it will be much easier, since the mechanism has already been launched. Bring the audience to 20 thousand, then 30 thousand, 40 thousand. And do not slow down, continue promotion, its cost will be lower, and the effect will be greater. But you already need to come up with original posts and unique offers, something new and original.

Let's analyze the approximate prices of the main types of advertising:

1. The price of targeted advertising depends on the clickability of the submitted ad and the competition for the specified target audience. On average, 1 click in Moscow and St. Petersburg costs 25-30 rubles, 1 click - 5 rubles. An adult subscriber who joins costs from 10 rubles. In the Russian Federation and from 25 rubles. in St. Petersburg and Moscow.
2. An advertising post in the community costs between 500-3500 rubles per day, depending on the audience.
3. The price of the post-opinion of an expert - as you agree, even barter for a product / service is possible.

So, how to advertise a VK group? The answer is simple: in different ways. Try all the methods, conduct analytics and track which method worked and which should be abandoned. Only an integrated approach and comprehensive coverage will give results.

Thank you subscribers and creative inspiration!