If you run advertising campaigns on VKontakte and use targeted ads, it will be useful for you to learn how to do this more effectively. After reading the article, you will be able reduce advertising costs and increase the required indicators.

In February 2014, VKontakte launched a new retargeting tool. Find him You can do it in your VK advertising account.

To begin with, what is VKontakte retargeting?

Retargeting VKontakte- this is a mechanism thanks to which it is possible to show ads only to those users who have completed specific action(they came from a search for a query to a specific page of the site, “liked” a post in a VKontakte group, published a post with a keyword, phrase or hashtag on their wall).

Eg: you have a website on which you sell pet products, you can place VKontakte retargeting codes on the necessary sections of the site. Name the retargeting group data accordingly and collect databases really interested of people. Then use these groups when setting up targeted advertising on VKontakte, directing your advertising to users who were interested in the service. And you will have real user bases who have pets! With the right approach, the efficiency will be significantly higher than the usual targeting settings.

As statistics show in many cases, one visit by a potential “client” is not enough to complete the necessary action. Whether it be purchasing, subscribing, entering your personal data. And this way you will always have your contact databases “at hand” very potential buyers. Okay, first things first. In fact, there are many more possibilities!

• How to add a VKontakte retargeting code to a website and create retargeting groups (users who hit the site or a specific page of the site)
• New A few words about the retargeting database exchange.
• How to create retargeting groups for VKontakte users who “liked” a specific post in a group
• How exclude from display advertising VKontakte group members
• How to create retargeting groups of users who in a certain period of time posted a post on your wall with a keyword, phrase or hashtag
• Tips for setting up VKontakte targeting
• results

Let's start with the basic functionality of VKontakte.

How to add a VKontakte retargeting code to a website

Why this is necessary I gave in the example above, let's begin. Go to the VK advertising account, select “ Retargeting ads". Click “Create group” at the top right.

Select “Install code on the site”, enter the site domain (url address), choose whether to Auto-Delete users and receive a code that needs to be inserted into the site or on a specific page.

It's better to create different retargeting groups on different pages to understand more accurately, what kind of audience will they be in?. We paste the code onto the desired page in the “Code” mode or into a widget if you need to collect the general audience of the site.

From the comments I see that I didn’t describe this moment very clearly. So I recorded a short video:

And now your group will be filled with visitors who visited your site:

Over time, when there is a sufficient number of audience in the group, after creating a targeted ad, you will need to select the desired retargeting group:

And the ads will only be shown to the audience you have gathered. You also need to understand for which group to create which ad.

There really are people here restrictions . You can create up to 100 retargeting groups, and there is no way to download the created databases to your computer.

Update. Just the other day, a new service started operating https://targetp.ru. This retargeting database exchange VC. With its help, you can order the collection of retargeting databases on selected sites on the required topic. That is, you can gather a hot and targeted audience.

Creating a retargeting group for VK users who “liked” a specific post

Why is this? For example, you saw a post in a popular community with video tutorials on design, which received a large number of “ I like". Do you also offer design services or sell your courses? If you have a base of these users and set up retargeting for them, the conversion can be significantly higher. Here you need your imagination and understanding, as how to apply.

To collect such a database, we will need to use the shmakovtarget.ru service (unfortunately the service is not working now, you can use the available capabilities of the vk.barkov.net service). This costs some money, depending on the size of the bases. At first, enough balance is given to test and understand well.

Side view:

We go to the service shmakovtarget.ru (unfortunately the service is not working now, you can use the available capabilities of the vk.barkov.net service), click “Log in via VKontakte” (it is better to be already authorized on VK). In the “Groups” tab, enter the id of the group in which the desired post is located. That is, http://vk.com/ javdele- only this part if the digital address is http://vk.com/ public43486232- that's it.

Click “Collect statistics”. And we get a table like this:

Now we look at the date and time of the post in the group itself, the number of “likes”, find it in the table and click “Download”. Here is the same post in the group:

So we will have VKontakte user ID database(in .csv format, which must be uploaded to retargeting group) who clicked “Like” on a post in the group. Then everything is simple.

You need to create a retargeting group in your VKontakte advertising account by clicking “ Load from file" and select it on your computer. Next, after creating a targeted ad, select your retargeting group in “Advanced options”. And advertising will only be shown to users from this group.

How to exclude group members from displaying VKontakte advertising

To begin with, why do this? I can assume that you also had cases when you observed that VKontakte showed you targeted advertising with an offer to join a group, although you are already a member. So, in the following way you can reduce costs for advertising, simply by creating a user base that will not be shown your ad.

Again, we need to use the service shmakovtarget.ru ( Attention. While this service is not working, you can use this service for VK retargeting). We go to the service, enter only the group id (the rest of the address, after vk.com/) and click “Create database”:

Once the group's user base is created, it can be updated or downloaded. Download it (in .csv format) and we can create retargeting group In contact with. Create a group and upload this file. Now, when we create a targeted ad, in the Additional parameters we select “Except”. And we include our group as an exception.

Now targeted VKontakte ads will not be displayed to those who are already members of the community.

How to create groups of retargeting users who, during a certain period of time, published a post on their wall with a keyword, phrase or hashtag

Again, how can this be used? It all depends on your needs and imagination 😉 It’s very good to use for various kinds of events. For example, in April there was an iForum 2014 conference in Kyiv. The event hashtag was #iForum2014. It can be assumed that people who published something with this hashtag somehow related to internet activities. And their contacts (id) can be very easily collected into a retargeting database and targeted with advertising on them.

You can enter the phrase “bought a car” and collect a database of people who have published posts with such keywords on their wall. It can be assumed, that might be of interest these people and where to send them, or what services to provide.

How it's done? We go to the serviceshmakovtarget.ru (unfortunately the service is not working now, you can use the available capabilities of the vk.barkov.net service). Select the “Tags” section. And in the “Tags” field, enter a hashtag, word, words (separated by commas) or phrase. In the field below, select the period for which you want to collect data.

are you on VK limitation — one request is given no more than 1000 id, but if necessary, you can change the search period to collect a larger database. This is if it was not possible to collect everyone at once (more than 1000 ids). After we have collected the user base, select the required “Tag” (base) and click “Save”. Now you have a VKontakte user ID database on your computer in .csv format. Let's go to

Greetings, dear readers! I propose to continue mastering the basics of targeting on VK. We have already managed to find out that this method of attracting clients to the project really works, and most importantly fast and simple. In addition, we have revealed the main secrets effective use of targeting. Therefore, it seems to me that it’s time to consider one of the most useful tools for setting up a target audience, the use of which on VKontakte became possible relatively recently. We are now talking about VK retargeting - a very tricky tool, but it allows you to show advertising on the social network to certain users. We'll try to figure out how it works and how to configure it right now.

What is retargeting?

First of all, according to the already established tradition, I want to talk about the boring, but so necessary theories. So tell me, what is retargeting? If the question causes you difficulties, then my excursion will be appropriate. With the help of this tool, you and I can, with pinpoint precision, filter users VKontakte to find among them those who would be interested in our product and subsequently advertise it this particular category of users.

This category may include both users of your site, whom you pre-select based on a number of criteria, and users from your client or subscription base. In addition, with the help of special scripts VKontakte retargeting will help you gather users according to literally any parameters.

Usage example

Suppose you need to collect a database consisting of the most active users of specific communities, or create a directory with the names of social network users who are subscribed to certain groups, and then launch . Alternatively, you can send advertisements only to users who are part of your target audience, who are 24 years old or whose name is Sergey.

Special scripts will help you find those users who entered certain keywords in the VKontakte news search, or find relatives of those users who are planning to celebrate a birthday in the coming days.

You can find people who have children, are group administrators, or work in the same organization. In other words, retargeting in contact gives us the opportunity work only with a high-quality audience of clients who are truly interested in our products and services. As a result, we get excellent ad click-through rates, low conversion costs and high conversion project visitors into buyers or customers. I note that the width of your ads will depend solely on the traffic to your project, or on the size of your client base.

It's impossible to deny that the future of targeted advertising It’s simply impossible without retargeting. After all, this tool is not only cheaper, but also the conversion from it is higher, since retargeting creates ready target audience with minimal impurity. It will be almost impossible to achieve these results using exclusively the classical targeting tools described above.

How to use retargeting?

I cannot give you a definite answer to this question for lack of one. The fact is that retargeting can be used in different ways. However, I want to draw your attention to its possibilities.

Using a retargeting code

Owners of websites with a target audience can install a retargeting code on their projects and use the collected data to:

• sales
• upsells
• repeat sales
• promotion of groups and communities

Working with an existing database

If you have a thematic database of e-mail addresses or phone numbers, you can import add this data to the retargeting database and start advertising your projects, products or services.

Collection of customer data

In the future, users will receive your promotional offers.

I would like to immediately draw your attention to the fact that if you decide to use retargeting to promote public pages or communities, you will need to first take care of quality content project. You must understand that if you do not know which one your target audience will like, then no amount of advertising will make your group successful and popular.

We bring advertising focus

Well, since we have found out what kind of fish this is - retargeting, I think that no one has any doubts about its usefulness. That is why I am going to move on to the practical part of my review and begin analyzing the instructions for using this wonderful tool. First of all, I want to tell you that before you start creating your first ad and create your own VKontakte advertising account, you will not be able to select a retargeting group for the simple reason that it simply will not be created.

In order to correct such an unpleasant misunderstanding, we will have to work hard to create test ad. This will automatically create your personal advertising account and allow you to continue the retargeting procedure. To do this, you will need to click on the “ Create an audience».

Alternatively, you can do this in your advertising account by going to the tab located in the left corner of the page " Advertising", and then selecting " Retargeting», « Create an audience»

We create a retargeting group based on the client base

At the very beginning of creating a retargeting group, you have to decide type of retargeting, which you will use later.

There are two options here:

• Loading an existing client base
• Setting up a retargeting code ( creating a pixel) on your website or landing page

I propose to talk about each of these methods in more detail.

Loading a ready-made database

In this case, you and I will be able to use three types of data at once:

• e-mail addresses
• VKontakte user id
• mobile phone numbers

All this data must be listed in a column or separated by commas. The file in which the data will be collected must certainly be saved in the format txt or csv. By the way, the list must have the size no more than 20 MB. Otherwise, such a database simply will not load.

Data can be safely placed in arbitrary sequence. VKontakte is a fairly smart system, and therefore will sort out the contents of your file and show advertising exclusively to those users whose id (mobile number, e-mail) will be declared in your database. This way, your retargeting group will gradually fill with an audience. Groups that are filled using a data file can also work with code. This allows us to continue filling them with project visitors.

Types of databases

The database can be yours or collected using special programs and services. If you choose the second option, the sorting occurs according to the criteria you selected. I don’t see the need to dwell on this point, since in the previous article the issue of selecting the target audience that should see your ads was already raised. If you read it carefully, then you know what programs and services can be used to create such a database. If this information has passed you by, I strongly recommend filling in the gaps in knowledge. I am sure that the options I described will be useful not only to owners of selling websites and landing pages, but also to those involved in business. By the way, I would advise the latter to also make friends with, which I talked about in one of my previous articles.

Program options for collecting VKontakte IDs

• pepper ninja
• VKParser

Gather your target audience for your business with Pepper.ninja

Install the code on the site

It is quite possible that the lack of a ready-made database will force you to use an already ready-made script to create it. In this case, the VK retargeting group will be launched automatically. To do this, you just need to select the item “ Get with pixel» and set the domain name of your website or landing page.

As soon as you click on the " Create", a window will open in front of you, where in the line " Embed code» you will have to copy the generated counter code. There can be several such codes at once. It is clear that the more VKontakte users visit your site, the faster the database will be filled.

Most likely, most of you now have a completely logical question - what about configure padding bases? To do this, you simply need to paste the received code onto the page of your website whose visitors will subsequently receive VKontakte advertisements. I’ll say right away that different retargeting groups can be created with different codes, which will subsequently be posted on various pages of the site. For example, if you have your own content project with a section dedicated to banks, and you want to further advertise banking products to the target audience you have collected, you can specify it to generate the code. Next, paste the resulting code onto the desired page. This will gather the entire audience registered in VK, who visited the section you need and were interested in the goods you want to sell.

The retargeting group will gradually be replenished with more and more new social network users who switched to your website or landing page from the same browser in which they logged into VKontakte.

How to work with retargeting groups?

Well, now let’s get to the most interesting, in my opinion, part of today’s review - practical application retargeting code for collection in VK loyal audience of consumers your product or service. To find users on a social network who will not only be interested in your offers, but will also decide to take advantage of it, you need to place the codes received in the first retargeting group on the main page of your website and on pages with a list of goods and services that you want to sell. In turn, the code that you receive in the second group will need to be sent to the page where users will find themselves after a successful purchase.

Immediately after this, we will need to exclude the audience that was collected by the second counter from the first one.

As a result, we will receive those project users who may be interested in your offer and who have already been to your website, but for some reason did not make a purchase. To spend excluding one retargeting audience from another, you need to perform several steps at the stage of creating an advertisement. So, in the section “

Hello, dear readers of the blog site. We continue the topic of life hacks for advertising in . Basically, it is a very fast and easy way to attract a huge number of visitors to sell products or services.

It works quite simply - it finds users who have either left a specific entry on their Contact page, on their friends’ page, or in comments or discussions. Let's say you are interested in those who want to rent or rent out an apartment. It is quite logical that such people can write about this on the Internet, and by typing in the appropriate query (for example, “rent an apartment”) you will find them:

After that, download the database with users and add it to the retargeting section. This way you can show advertising to Contact users who need your services right now (in our example,). There are some nuances to using the service:

1. The more search queries you enter into the window of this service, the larger the audience will be.
2. It should be taken into account that requests must be formulated as if you yourself had written on your page, if you had a need for this service or product.
3. If the query is enclosed in quotes, then the search will be carried out based on the occurrence of the entire phrase, and if without quotes, then on the presence of any of the query words.

Search in Contact (as well as) is still far from Google or Yandex and therefore there will probably be an extra audience in your database, but still the accuracy is quite sufficient for effective work with advertising. In addition, the database collected using such online services will need to be periodically updated, because the interests of users change over time. Therefore, the process of collecting it and loading it into the retargeting section (there is an opportunity to add a database to an existing one) will sometimes have to be repeated (for the same requests).

There are also more sophisticated online services that, for example, allow you to gather an active audience from certain communities or an audience with the same hobbies and interests as the users of your community. There are those who can collect a database based on the friends of a certain person. You will just need to spend time searching and testing them, because with retargeting you get your target audience directly, which greatly reduces the cost of the process and greatly increases conversion (sales).

Collecting a retargeting database by installing a code on the website

Code on the site. In this case, when creating a retargeting group on VKontakte, you will need to check the “Install code on the site” box and indicate the domain name of your resource (this code will not work on another domain):

After clicking on the “Create Group” button, you will have the opportunity to copy the counter code.

There may be several codes. The more users from Contact visit your website (from the same browser where they are logged in to this social network), the faster your base will grow.

An obvious question arises: where should we put this code? It should be inserted on the website page to whose visitors you want to show VKontakte advertising in the future. For different retargeting groups, you can create different codes and place them on different pages of your site (you can create no more than one hundred groups in total).

All users who access this page from a browser will be added to the retargeting group you fill. Here, however, it all depends on what tasks you set for retargeting. For example, you can install it on the home page of your site or a specific purchase page. You are free to use many tracking codes on one site, which will collect different audiences for retargeting. Moreover, the higher the traffic to your site, the faster the collected database will grow.

Working with retargeting groups for advertising on VKontakte

Let's see how you can use this retargeting code to build an audience loyal to your offer, which we will. To do this, we place the code received in one retargeting group on the main page and on pages with products (services). And we put the code from the second group on the page that the user lands on after making a purchase.

After this, we exclude the audience collected by the second counter from the first audience and get the output of those users of your site who were interested in your offer (visited the site), but for some reason did not make a purchase. A how to exclude one retargeting audience from another? Quite simple. When creating an ad, you will have two fields in the “Additional Materials” area:

1. — here you can add one or more groups you have created in advance (according to the principle described just above).
2. — here you can add one or more groups whose audience will need to be excluded so that your ad does not appear on them.

Using the method described above, we will identify the target audience to whom we can offer our product or service and who will most likely be interested in such an offer.

Using the codes received in the retargeting settings area, you will be able to do additional sales. For this:

1. We put the code on the page of a specific product on your website
2. We show everyone who visited the page of this product on VKontakte (or a product from the same or a related category). The client is clearly interested in this topic and your suggestions may seem suitable and appropriate to him.

You can do the same organize repeat sales in VKontakte to those customers who have already purchased something from you before. This is an audience that is loyal to you (they have already worked with you, which means they trust you) and it would be a mistake not to try to sell them something else. To do this you need:

1. Place the code on the page where the user lands after placing an order on your website.
2. We throw the database collected in this way into the retargeting section and show the audience of your customers advertisements for your other offers. This is a warmer audience and it will be more loyal to you.

There are a lot of other schemes and methods for installing retargeting code on a website, and here everything depends on your imagination and ingenuity (creativity).

That's all with retargeting. In the next article, we will continue to consider other aspects of targeting the target audience and increasing efficiency when creating an advertising campaign on VKontakte.

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Let's start with what it is - this is an advertising mechanism created to display ads to people who were already interested in the resource before. For example, a person decided to visit a site that provides book products, and there he finds a certain book.

He soon discovers that, while on completely different sites, he is offered that very book, and several more similar ones in addition from the same source. This is retargeting. And the people who are shown new book releases and promotions are the retargeting audience.

How to create a retargeting audience in Yandex.Metrica

You can set up retargeting in Yandex.Direct using segments and audiences of Yandex.Metrica, from which information for retargeting campaigns comes. You need to connect the advertising campaign and analytics.

• Check the presence of a counter on your projects and correctly set goals;
• Skip this step if your login on both services is the same. Go to the metrics page in the Access section -> Individual access -> Add user. Enter the address and indicate only viewing or editing permission. Comment is not required. There is no need to give up your password; the system itself provides temporary permission to use, and then deletes the email and closes access.
• Setting by goals. You can set up to 200 goals for a resource, that is, actions expected from visitors.
• Setting up by segments. If you set up only one segment for everyone, there will be little data to analyze which users are performing specific actions. Types of segments: source type, behavior, technology, history, geography, e-commerce data. In addition, you can specify socio-demographic criteria for selecting users.

How to create VKontakte retargeting audiences and what to write

Advertising for returning guests is often used on social networks.
VKontakte retargeting audiences are social network users for whom advertising is tailored to bring them back to the resource. Audiences are created in two ways. Let's look at each of them in more detail.

Pixel VKontakte

A pixel is a JavaScript code that monitors each user, and if a person visits the promoted resource, he is added to the list of people to whom advertising will be shown.
Pixel retargeting tasks:

1. Visitor research;
2. A call to complete an action started earlier;
3. Tell about new promotions, reminding of the guest’s expressed interest;

Loading from file

Downloading from a prepared file is also available, which includes user data: telephone numbers, ID, device identifier, postal addresses. They won't know they've been added to the list. Place all the data in the file in any order, go to the targeted advertising management account -> Retargeting -> Create an audience. Write a title and upload the document. You can update the database as needed by making changes to the file.

File retargeting tasks:

1. Remind you to take action.
2. Offer a purchase or action in addition to one recently completed.
3. Talk about great deals.
4. Exclude current clients of their future companies.
5. Invite a user to the company community on VKontakte.

VKontakte retargeting is a special type of interaction with the target audience, in which we target our offer to landing page visitors who have an account on the VKontakte social network and have performed a certain action: from simply going to a resource to completing an order or filling out a lead form.

Based on the information received, the marketer can contact this audience with advertising offers to optimize landing page conversion or average check.

In this example, we will divide users into two groups - visitors who did not complete the target action and potential buyers who submitted an application. In our example, the users who completed the target action are potential buyers of a smartphone, to whom we can also offer to buy a headset.

First, we need to install retargeting counters: one on the main landing page, the second on the thank you page.

Installing a counter

6. In the LPgenerator visual editor, open the thank you page and use the Scripts tool to paste the copied code. Set the position to "Inside tag" ».

9. Similar settings must be set on the main page to capture all users. To do this, we go through the entire chain of actions from points 3 to 6 again.

10. After some time, we receive information on the collected visitors. In our case:

A group of potential buyers who submitted an application on the landing page - code placed on the thank you page
The group of all landing page visitors is a code placed on the main page.

We create targeted ads

Now we see two user audiences. Let's put this information into practice and make our own targeted ad for each group. Below we will look at an example of creating advertisements for the sale of headphones.

2. We will make the first announcement for a group of users who completed an order (filled out an application) on our landing page.

Click on the “External Site” icon. Since the resulting retargeting user base can be used for both the current and another landing page, you can use a link to both a separate landing page and the one from which you collected the base: