carousel;
record with button;
universal recording;
advertising in clips and videos;
advertising in stories;
website advertising;
advertising a personal page or blog;
text and graphic block;
collection of applications.
You can decide on the format that advertising database suits you best by trial and error. Try launching several options and evaluate the audience response you get in return.
The volume of text characters also needs to be selected individually. In some places, a short and concise text will work best, while in other places it is better to describe everything in as much detail as possible.
Select the design
In this point, VKontakte does not limit you: you can use photos, animation, video or any other image. Some believe that using short videos is better at attracting buyers, but in your situation they may not work. It is best to make several options with video and photos and test them.
Design of the advert
Where to look for visuals:
select photos yourself;
order pictures from a designer according to your specifications;
make simple collages and videos yourself in simple applications.
How to evaluate the effectiveness of an advertisement and optimize it
You can evaluate the effectiveness of your first and subsequent ad placements using the following metrics:
Metric name What does it show? How to understand that the indicator is good
CTR Click-through rate: What percentage of people who saw an ad clicked on it. The more users click on the ad, the higher the CTR. A high CTR means that the ad is interesting to the audience.
CPC Cost per click: how much we pay on average for a click on an ad. The lower the CPC, the higher the effectiveness of the ad.
CR Conversion rate: how many users completed the target action after clicking on the ad. The more often users convert, the higher the CR.
SPL Cost per lead: how much we pay for one person to leave their contact information. The lower the CPL, the higher the advertising effectiveness: it brings in clients for minimal money.
DRR Advertising Spend Ratio: What is the ratio of advertising spend to revenue generated? The lower the CRR, the more effective the advertising is: it brings in much more money than is spent on it.
Here are the main metrics that will help you evaluate the effectiveness of launching a particular ad. However, know that much depends on the type of advertising, the location where the ads are located, etc. For example, if you work in complex niches (real estate, cars), the winning numbers will be one, and with simpler ads, completely different values will help you fly to the top. For example, viewing a lead also has a different cost in each individual case: when selling an apartment, 800 rubles per lead will be a good cost, but for advertising handmade candles it is very expensive.
Before strictly assessing the effectiveness of your own advertising, try to analyze all the ads in this market niche, look at competitors, make a summary table. This will help you navigate the data better.
You can evaluate the effectiveness of an advertisement based on the following points:
KPI . Successful ads in terms of KPI will be able to cover all other audience engagement indicators. For example, you initially set a price in the ad that cuts off part of the target audience. This will lead to the CTR decreasing with an increased number of purchases and traffic growing.
CTR . Increasing click-through rate can lower your CPC. To avoid this, you should test new ads.
Secondary metrics . These include view depth, click-through rate, bounce rate, and other parameters. In general, their values are not that important, but if the values are significantly distorted from the average, the situation may be a wake-up call for the company: something is wrong with the ad. For example, high bounce rates may indicate a mismatch with the landing page.
After a deep analysis of the efficiency, try to optimize the company's work by performing the following steps:
Identify which ads are considered ineffective or not effective at all. Either improve them or remove them completely;
The most effective ads should be promoted, allocating