High-quality advertising in social networks. Online advertising in social networks: overview, placement features, types and effectiveness

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In order to correctly distribute the budget allocated for the placement of advertisements in in social networks, and to get the desired effect from the ongoing campaign, it is important for the manager to think through every step of setting up advertising. Specialists of the SocialKey Ads project give several recommendations, thanks to which you can increase the effectiveness of your advertising campaign.

Place your bets gentlemen!

1 . Choose the optimal mode for broadcasting ads in different social networks.

Most social networks offer to choose a mode for broadcasting ads depending on the rate, which affects both the reach of the audience and the likelihood of showing the advertiser's ads to it. The higher the bid, the more often your ad will be shown compared to competitors. When choosing the "optimal" mode, the advertiser can count on the most complete coverage of the audience and low "rivalry" with competitors' ads.

As you can see from the examples, when choosing rates, you need to individual approach to each site.

2. Pay attention to audience reach and predicted results, not recommended prices.

Audience coverage allows the advertiser to evaluate the frequency of showing ads to a particular group of people. On average, a unique user is shown 4-5 times. If the audience coverage exceeds 100,000, then the predicted frequency is 1.5-2 times per person. With a small audience (less than 10,000) - 15-20 times per person.

Social networks show advertisers predicted audience reach and recommended prices based on the selected settings. Therefore, in order to calculate an approximate budget, you need to know the reach of the audience, the average CTR on the social network and the cost per click. The calculation can be made according to the formula:

Audience Reach*Frequency*Average CTR by Social Media Ad Format*CPC=Expected Budget

Met by clothes

By the word "clothing" we mean the format of ads. Users of each social network react differently to different formats, the choice of which determines more than 50% of the success of an advertising campaign. What we see in practice:

In order to reach your target audience, promotion is necessary in all social networks. At the same time, one of the most converting formats is the format posted in the Facebook news feed (average CTR=2.5%).

This is due to the location of the ad in the news feed, the use of a widescreen image, a full description of 90 characters, the presence of additional buttons that call the user to action: “Learn more”, “Get an offer”, etc. Similar ad formats are available on VKontakte and Odnoklassniki (average CTR=0.4% and CTR=0.8%). A noticeable lead in terms of CTR for Facebook is associated with the behavior of the audience (its active consumption of content from the news feed and its loyal attitude towards native advertising).

What is the name of the ship...

Slogans are one of the most important tools for influencing purchasing power. Considering that the ad itself in social networks is an image + a slogan, it becomes clear how the advertiser can attract potential buyers. Let's consider this technique on a specific case.

In the example with the signature "Down payment 3%", the company left potential buyer in thought: is 3% good or bad, a lot or a little? And in general, 3% of what, of what amount? As a result, the click-through rate turned out to be quite low - 0.09%. In the case of the signature "First installment 99,000 rubles." - the company gives a ready answer to the buyer, how much money is needed to purchase an apartment.

The difference in conversion between the two ad options is obvious. The click-through rate in the first example is 4.5 times higher, and the number of completed targeted actions is more than 2 times higher. Therefore, when choosing a slogan or ad headline, we recommend that you come up with and choose one that would remove additional questions from the consumer.

Don't be born beautiful, but creative

When choosing an image for an ad, many advertisers show the product "face" or even use pictures with cartoon characters, beautiful women / men, etc. instead of the product. This does not always have a positive effect on purchasing power. These methods, of course, can have their effect, but before choosing images, you should think about their effectiveness and usefulness for a potential buyer.

For example, for a girl who wants to do a manicure, it is important to see the results of the work of the master, and, by the way, not the founder of the business or any other abstract picture. The results speak for this advertising campaigns below, where the click-through rate differs by 1.5 times.

Cause - time

It is important to take into account several factors:

1. Structuring the selected audience: the difference between age groups should average 5-7 years. Increasing or decreasing the difference results in an increase in the ad bid.

2. Geography: you need to differentiate campaigns by different regions and cities with millions of people. This will significantly reduce costs.

3. Testing different ad formats: It's worth trying different combinations of images and texts, turning off those that are not effective and improving those that bring positive results.

4. Using remarketing: installing a remarketing code on specific pages of the site can significantly reduce advertising costs by showing ads only to users who have ever visited the advertiser's site.

SocialKey Ads specialists are confident that these examples and recommendations will help the manager to reduce the time spent on finding effective ways to set up advertising campaigns in social networks, and thus save the advertising budget.

Text: Oksana Momit, head of mass sales and customer service of the SocialKey Ads project at Digital Society Laboratory

Right now, the 21st century is standing in the yard, the Internet is developing, more and more more people falls here. For the most part because of what it is, what do you think? Correctly! Such a big stir was made by social networks. Every day Vkontakte is visited by 60 million people, just think about this figure! 60 000 000 PEOPLE A DAY! And Facebook does 700 million! This is why internet marketers love social networks so much!

However, advertisers love social networks not only for the number of people visiting them, but also for precise targeting. Remember yourself when you registered Vkontakte. You, for sure, indicated there gender, age, favorite books, films, games, and the like. And the groups you subscribe to will tell you about your interests. All this gives the advertiser the opportunity to properly target their audience and get more profit, and even save money.

SMM (social media marketing) is the process of attracting traffic through social networks through targeted advertising.

The word "target" in translation from English means a goal, a target. That is, targeted advertising is aimed precisely at a specific audience. In general, any advertising on the Internet is targeted, but this is especially often called advertising on social networks.

How to advertise on social networks?

So we smoothly approached the issue of advertising in social networks. The most important thing you need to have in order to place ads is an account. And money, of course. Nothing more is needed. Targeted advertising works like YAN, at least the principle is the same.

You can advertise both your site and a group or a public page. Can be used different ways: advertising banners or launch viral content (videos, various contests). The essence of all SMM is to make people share information about your product themselves. Well, that's ideal, really.

Advertising in social networks is placed using special advertising services that social networks have. For example, the built-in ad placement service will help, but to place ads on Odnoklassniki, you need to use the [email protected] service. I will tell you more about how to work with all services in the next lessons. And we will probably start with everyone's favorite social network Vkontakte. Therefore, subscribe to blog updates and receive SMM lessons directly to your email for free!

Good day to you, dear friends! Today we continue with you the topic of attracting Internet advertising from various channels.

As you remember, in the last article we talked about some of the secrets and subtleties of this effective promotional tool. I am sure you have learned a lot of interesting and useful information that you can successfully put into practice.

The theme of our today's inclusion " High quality social media advertising».

I decided to share this topic into 2 parts. She's too big. Therefore, today's speech more will go about what lies behind the concept of "Quality advertising in social networks" and about the main advantages and disadvantages of promoting affiliate programs in social networks. Why earn money on affiliate programs? I think you have not forgotten what exactly our mailing list "" is dedicated to.

I will not say banal things like:

“Social networks have gained immense popularity today and can be a great tool for affiliate marketing and every self-respecting moneymaker should know how to drive social traffic to your own or someone else's site as an affiliate.”

Etc. This is a no-brainer. I am sure you have heard these phrases more than once. Just watch a short video below and you will be horrified by what social networks have become today:

Since we have decided to touch on this topical topic, such as high-quality advertising in social networks, then I think you should know ...

What is social media advertising?

In fact, there are 2 abbreviations that help to understand what lies behind the concept of advertising on social networks. Let's take a look at them.

SMM (Social media marketing) is the process of attracting visitors and attention to a brand or product through social networks.

In other words, it is a set of measures to use social networks as channels for promotion various companies and solving other business problems.

I am sure that you have met official tapes and groups of famous Russian and world brands on the open spaces of various social networks. This is just an example of SMM promotion.

SMO (eng. Social media optimization, SMO)- optimization of the site for social networks or, in other words, a set of measures that are aimed at attracting visitors to the site from social media sources: social networks, blogs, etc.

Here, however, things are a little different. The main task of SMO promotion is to form a community of interests within the site itself, to which visitors come from social networks. It is not the brand, not the name of the company or product that plays a big role here. Here is the basis of everything - quality content, which attracts visitors to the site and turns them into repeat visitors.

But what does this have to do with promoting affiliate programs and making money from them? - you ask. The most direct and we, if desired and able, as partners of any product or service, can use both SMO and SMM promotion for this.

And if we create high-quality content (video, audio, article), post it on social networks and people go from the content to the page of our site where our affiliate link is located or directly to the official website of our affiliate product or service, then this is already an example SMO marketing.

Most Popular Social Networks

In fact, there are many social networks. Hundreds. Maybe thousands. But we don't know about all of them. And we know, as a rule, only about those that are heard and those that we ourselves use. To promote affiliate programs, 3 social networks are most suitable. I am sure you are familiar with all three:

1) Pretty simple for the user

2) Includes moneymaker tools

3) Well visited (to put it mildly)

4) Traffic of various social levels (the ability to find targeted traffic)

Biggest rookie mistake

Many times I have heard:

“Here I registered in one affiliate program. Posted links on social media. Already 30 transitions and NOT A SINGLE ORDER.

That's funny. It's ridiculous to think that 30 social media clicks will get you a sale. Especially if you recommend it to your friends who have no idea what you are promoting and how this product or service can help them. For social media advertising NEED TARGET AUDIENCE. Even if 2,000 people who are not interested in your affiliate product or service go, the result will most likely be zero.

My tricky way to advertise on Twitter

But… it was a very cunning scheme. Let me tell you a little about how I did it ...

I created a twitter account. I found accounts of well-known infobusinessmen and added to the followers of people who read this same infobusinessman. That is, these were people who were really interested in the topic of the information business.

In a couple of days I could add a couple of hundred such people. A certain percentage was added to me as a reader. This is called mutual following.

In this way I could add several thousand people, several hundred of whom read me. Well, if you didn’t read it, then at least you saw some of my posts in the general feed.

Then I wrote various messages. They could lead both to free courses, trainings, and to selling pages. But the goods at the same time were inexpensive - 300-900 rubles. And of course - my messages were more or less enticing. That is, a very large part of the readers followed my links. And there were sales. There were few of them - 5-7 per month, but they were.

I don't know how this method works today. But I'm sure it can be used. Therefore, wind on your mustache.

Social Media Ads: Key Benefits

First of all, of course, I would like to touch on the advantages of this type of advertising:

In many social networks, advertisers can show their ads strictly targeted to the target audience. Such advertising is also called targeted, when you can assign gender, age, profession, place of residence, marital status, hobbies of the visitor. This makes it possible to show your ads only to those who will be interested in the goods and services you advertise.

In many social networks, you have the opportunity to quite deeply analyze the process of conducting an advertising campaign, evaluate the effectiveness of an advertising campaign in many ways, and, based on this analysis, adjust the course of your advertising campaign to achieve the best result.

3) Large audience

As you know, social networks are visited by millions of users every day, which gives a huge potential for an advertiser. No tool can bring as many visitors to your website, affiliate product or service as effective quality social media advertising. If you use social networks and advertising tools correctly, you can get tens of thousands of visits and hundreds of affiliate sales per day. Here, clearly, it will not do without special knowledge and a hefty advertising budget.

Cons of social media advertising

In fact, there are a lot of minuses, as well as pluses:

- It is very difficult to filter quality traffic

— There is no clear forecast of the result of the launched advertising campaign

- Lack of knowledge of tools for effective advertising

But many disadvantages can be minimized if you know how to use advertising tools effectively and learn how to do it. It really is. Many failures when launching advertising campaigns occur precisely because a person does not know how to properly use advertising tools, test advertisements and then correct them.

What is the best way to advertise on social media?

Eternal question. And in many respects it is determined by what social networks are created for in general - for communication and entertainment. Therefore, entertainment goods or general consumer goods are more often sold. That is, what is interesting to the majority. Generally. For example, now, in the summer, T-shirt advertising will go well 🙂

Again, the product or service to advertise on social media should be chosen based on exactly how you will advertise and what you will advertise. For example, on VKontakte, you can advertise goods and services using your own groups and publics, other people's publics and groups, as well as through the social advertising network itself. Depending on the choice of advertising channel within the social network itself, the advertised goods and services will differ. We will talk about this in more detail in our next inclusion.

• Shoes
• Loans
• Online Games
• dating services
• Cell Phones
• Tourist services
• Etc.

In the next issue...

And in the end, I just want to cheer you up and show you this funny video. Check out how the General Secretary lights up 🙂

Friends! I look forward to your comments and additions! And, of course, I will be glad to your "likes".

Happy summer mood and Happy Independence Day!

Sincerely, Your friend and assistant Bulat Makseev

It took radio 38 years to reach 50 million people, TV 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have social media accounts and use them for (at least) two hours a day. Russia ranks first in Europe in terms of the popularity of social networks.

There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote the project through social networks, then get acquainted with four effective ways promotion.

Content is the main promotion factor

Any SMM specialist will confirm that promotion tools are useless without quality content. If the page of your brand is boring, you should not count on the growth of the audience and its loyalty.

Three ingredients of good content:

1. Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between the company's blog and its page on the social network.
2. Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, two or three updates will be enough for people from the business environment, and this is clearly not enough for the beauty community. It is necessary to adhere to the chosen content strategy, regardless of the number of subscribers.
3. Virality. Publications should be lively, causing an emotional response in the form of a burning desire to tell friends about them. Avoid overt promotional posts.

Facebook in Russia- "social sphere is not for everyone." It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complicated interface”, but in their area of ​​interest are gadgets, the Internet, travel, education, books and business in all its manifestations. They willingly like and share materials on these topics, as well as motivating articles that set you up for positive. Most of active Facebook audience enjoys mobile application- posts are recommended to be illustrated with pictures sized 800 × 600.

"In contact with"- the largest social network of Runet (more than 230 million registered users). Her audience is younger; the focus of users' interests is mainly entertainment (communication, games, music, films, etc.). VK users do not like text content (it is desirable that the length of the post does not exceed 500 characters), but they love photos and videos.

Among photo hosting sites in Russia, the most popular Instagram. At the same time, while maintaining a brand page on Instagram, it is recommended to adhere to a single style in design (use not only standard filters, but also third-party photo editors), as well as place objects in the photo on 2/3 of the screen (this makes the picture visually more attractive).

Targeting

The possibility of placing targeted advertising is available in almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are companies in B2B that effectively solve business problems through targeted advertising.

Some types of targeting:

• Geographical (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki, Moscow Region. Your targeted ad will be displayed to the residents of this city.
• Socio-demographic - showing ads based on gender, age, marital status and others social criteria. Thus, advertising of children's goods and household goods is recommended to be placed on the pages married women over 25, and advertising for an art store on the pages of designers, architects, decorators.
• Contextual - displaying ads in accordance with the interests of the user. Membership in groups such as "Fashion", Fashion, "Shopping", etc. clearly demonstrates the interests of the user. He will be interested in relevant advertising.
• Behavioral - displaying ads depending on specific user actions (travel routes, favorite places, frequent search queries, etc.). Let's say a person is fond of Latin American dances, goes to a salsa club, looks for relevant videos - it is likely that he will be attracted by an advertisement for a last-minute tour to Cuba.

Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the target audience of the brand. Second, create an ad.

Community advertising

Advertising in communities (in the professional language of SMMs - sowing) is the purchase of posting or reposting in popular communities. In the first case (buying a post), the advertiser's goal is to increase traffic on the company's website; in the second (buying a repost) - attracting users to a company group on a social network. At the same time, the more subscribers the community in which you buy a post has, the more expensive the advertising campaign will cost.

You can negotiate directly with community owners or use the services of a special exchange. In 2013, the VKontakte social network (an office for an advertiser) opened one. Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for a day.

Professional promotion in social media

Services are meant to provide paid services promotion in social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These conditionally include Plibber. Why conditionally? Because the possibilities of this service are much wider.

• register;
• decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize an outrageous advertising campaign);
• prepare an advertising post;
• select the most suitable sites from the target audience and start sowing.

After preliminary moderation, your task will be available, and you can start attracting fans of your brand.

How to get organic loyal traffic? With this question, which is of interest to all advertisers, we turned to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

CEO and ideological inspirer Plibber.ru. Knows everything about social media and even more.

To attract potential fans to your brand, you should:

• use quizzes (quizzes), infographics, illustrations, viral videos, promotional games, etc.;
• place a link within the visible zone of the announcement of the post (first-second lines);
• embed a call to action in the content;
• add a provocative poll;
• work with the associative content format and its adaptation to the brand;
• launch creative, vibrant and unique contests.

If you've managed to find the content your audience is craving, you can count on over 600 clicks per post.

Also, do not forget to analyze the communication of large brands with their subscribers, now a good result is being detected in the community

In this article, we will talk in more detail about advertising on social networks. You will learn about how much it costs, how and where you can buy it. Let's consider questions of efficiency and expediency to advertise the goods and services. Let's start...

Social networks have never been as popular as they are now. Undoubtedly, these are the most visited resources on the Internet. Due to the huge reach of users, social networks allow you to do strict targeting in order to most clearly show ads to target users.

1. Affiliates for advertising in social networks

There are many affiliate programs for advertising on social networks. For money, your ads will be placed almost anywhere. For VKontakte, Odnoklassniki and FaceBook, the following options are possible:

• Post on the user's page (not very effective, because usually the user profiles that post ads are bots)
• Post in a group (much more effective if there are live followers in the group)

With twitter, you pay for a tweet or a retweet. Unfortunately, Twitter has now faded into the background due to the huge flow of advertising in it. But for total maybe it makes sense to use it too.

2. Buying ads directly through the social network

On Facebook is placed in the right column at the bottom:

• For clicks;
• For impressions;

It's hard to say what to choose. I can say for sure that all those who arbitrate traffic to send it to CPA affiliates buy ads only for impressions. Clicks are very expensive and do not pay for themselves.

Advertising in social networks is bought directly through their website. Before the ad starts showing, it will be moderated. By the way, ads are often rejected. Now the requirements for ads have become much tougher, and the adequacy of moderation has fallen.

• age
• interests
• city

2.1. How to order advertising on VKontakte

Or you can open this page directly: https://vk.com/ads. We fall on home page advertising in VK:

• Targeted Ads
• Record promotion
• Promotional Posts in Communities
• Special offers in games

At the very bottom, you can set up payment for impressions or for clicks. 1000 impressions cost 14 rubles, and 1 click costs 51 rubles. In my opinion, it is obvious that buying clicks is quite expensive.

After that, the ad is sent for moderation. And you are offered to pay for future advertising. Everything is very simple and fast. The main thing is to be efficient.