How to Reduce Lead Cost in VK Ads — A Practical Guide

[ashammi228]

Pavel Belchenko, founder of SMM agency Tesla Target.

Hi! I'm Pavel Belchenko, and our agency Tesla Target specializes in telegram brazil amateur comprehensive business promotion on social networks. After the initial advertising setup, clients are most often interested in how to get more requests for the same budget. I'm sharing my proven tactics that will help make the lead cheaper and the advertising more effective. So, here are our 3 favorite methods for the social network "VKontakte".

Method #1 - Connecting retargeting
Content
Method #1 - Connecting retargeting
Method #2 - change the payment method
Method #3 - Use a quiz
Project : Sale of car mats

Average click price: RUB 8.58.

Price per click after optimization: 5.65 RUB.

What was done:

Primary optimization of an advertising campaign involves working on the cost per click on specific ads. In this project, we first used a standard interest setting: users in two and five groups on car mats. The ads saved audiences that interacted with the group and the ad. At the same time, a pixel was installed on the site - a specific code that collected user data from the client's site. This allowed us to first introduce users to the company, and then remind them of it again.

How to do
1. In the advertising account, go to the “Retargeting” section.


2. Find the "Pixels" tab and click "Create pixel". Next, the code will be generated and you will be given a detailed description of how to insert it into the site.


3. Once the pixel is installed, create a retargeting audience. Wait until it reaches at least 100 people, but more is better.


Here you need to select "Get using pixel".


4. When creating an advertisement, in the additional parameters, add the audience you created to “Retargeting audiences”.


This way you will be able to show advertisements to your website visitors.

Another way is to save the audience within the social network "VKontakte". How to do it?

When creating an ad for the first touch with the user, select the necessary reactions. As a rule, we are interested in positive reactions here, as well as users who clicked on the ad and viewed the recording. You can configure these audiences as described above in paragraph 4. But if you want to avoid wasting your budget on non-targeted traffic, you should also configure the "Except" field there. And select a saved audience with negative reactions. This also affects the reduction of the cost per click.


Method #2 - change the payment method
Project: Clinical Research Blog for Doctors

Subscriber cost before optimization: 16 rubles.

Cost per subscriber after optimization: 9 rubles.

What was done:

The cost per subscriber has decreased as a result of ad optimization. According to our theory, VKontakte shows the ad to those who are more likely to respond to it. That's why we changed CPM (cost per impression) to CPC (cost per click). This is the easiest method to try to make changes - you only need to change the payment method.

It is best to use this method on ads that already have a good result (or average), but you want to improve it. Sometimes it even happens that with the pay-per-impression model, the ad gives a very expensive click and application, and when changing to pay-per-click, the results improve.