Transition to VK Ads: What to Prepare for?
Posted: Sat Feb 22, 2025 9:16 am
As it was before: let's imagine that you have a campaign with three ad groups. You spend 1000 rubles on each ad group. It does not take into account which ad group brings the best results.
With the optimizer, the system itself redistributes the budget depending on the results. By the way, this point also affects the number of hours the targetologist works, since previously we manually tracked the efficiency, disabled ad groups and redistributed the budget.
Three-level structure of advertising campaigns. Now, within one qatar cell phone number list campaign, you can create ad groups and test hypotheses.
Efficiency. During testing, VK advertising showed great results. For example, one of our clients saw the subscriber cost drop 10 times! But it is important to note that during testing, the competition within the account was much lower. Most likely, VK Advertising will be more effective, but not with such cosmic results as during the test.
The new account has many more new functions, but this article is not aimed at showing you the functionality. We just want to tell you about what was and what has become, as well as the risks of the transition. And now about the disadvantages:
Lack of some formats. For example, the new account does not have the TGB format. Let's skip the debate about the effectiveness of TGB, and just accept it as a fact: there are clients who care about the numbers in their media plans. And there are many such clients. When making offers to such clients, agencies sew a small budget for TGB into the calculation. After switching to VK Advertising, agencies will have to renegotiate with clients. And we understand that such renegotiations may not be painless. By removing this format, VK added problems to those who buy advertising from it. But it is a monopolist, it can do it.
Cashback from VK. It won't be a surprise to anyone, but many agencies receive cashback from VK depending on their advertising budget. How it worked before:
With the optimizer, the system itself redistributes the budget depending on the results. By the way, this point also affects the number of hours the targetologist works, since previously we manually tracked the efficiency, disabled ad groups and redistributed the budget.
Three-level structure of advertising campaigns. Now, within one qatar cell phone number list campaign, you can create ad groups and test hypotheses.
Efficiency. During testing, VK advertising showed great results. For example, one of our clients saw the subscriber cost drop 10 times! But it is important to note that during testing, the competition within the account was much lower. Most likely, VK Advertising will be more effective, but not with such cosmic results as during the test.
The new account has many more new functions, but this article is not aimed at showing you the functionality. We just want to tell you about what was and what has become, as well as the risks of the transition. And now about the disadvantages:
Lack of some formats. For example, the new account does not have the TGB format. Let's skip the debate about the effectiveness of TGB, and just accept it as a fact: there are clients who care about the numbers in their media plans. And there are many such clients. When making offers to such clients, agencies sew a small budget for TGB into the calculation. After switching to VK Advertising, agencies will have to renegotiate with clients. And we understand that such renegotiations may not be painless. By removing this format, VK added problems to those who buy advertising from it. But it is a monopolist, it can do it.
Cashback from VK. It won't be a surprise to anyone, but many agencies receive cashback from VK depending on their advertising budget. How it worked before: