As advertised in public servers "VKontakte". Life hacking by Egor Karpov, AdtoApp
Makradar Technologies / / December 19, 2019
"99% of the content on the Internet on mobile marketing - it's water," - says Yegor Karpov from companies AdtoApp. "MakRadar" Yegor contacted and asked to talk about one of the most effective ways to promote mobile applications - via the Public "VKontakte". Without water and with concrete examples.
Egor Karpov. In mobile marketing since 2011. Since 2013 - manager to work with VIP-clients group Appintop companies. The author of the course "Mobile Marketing without water." Rapporteur of many industry conferences. Author of a series of articles on mobile app promotion. It is engaged in the development and practical application of new technologies in mobile advertising.
How to start promotion in the social network "VKontakte"
Let's start with the fact that mobile marketing - complex thing. If you have a bad icon incorrect description, boring screenshots on your app's page in App Store, then no matter how many clicks through "VKontakte" you may have drawn, on the conversion of the installation will low. We had a case where we just changed the color screens in the application and the conversion of clicks to install doubled.
If we talk specifically about the "VKontakte", then, indeed, a very good tool, because most of the mobile audience is there. But, despite this, to work with "VKontakte" few people know how. In the "VKontakte" Only six months ago created a mobile exchange for mobile advertising. Therefore all is in its infancy here.
I would start with the soft launch. In mobile marketing it is used very often. It is necessary to test the channel "VKontakte", to see how your audience will respond to the application. We run a small campaign to a thousand, five thousand, and see how users are in contact with our banners, text, watch reviews. As we have already realized some banners and text work, we see how the audience reacts, then it is possible to run an advertising campaign.
About the types of advertising on the social network "VKontakte"
My favorite way - is the promotion of public servers in "VKontakte". This greatly underrated method. The public servers concentrated large audience that generates content for social networks. Their advantage is that they are many and they are divided into a plurality of subjects. And it allows very well to target advertising. There are some peculiarities.
firstWhat you should look for - is coverage, not the number of subscribers. Usually the coverage is 15% of the audience group, and this is a good figure. This figure can be viewed on the stock exchange "VKontakte". You should not even be interested in the number of subscribers, because it often is wound.
The first thing you should look for - is coverage, not the number of subscribers.
second - a group activity. Prior to publication, you should look at how actively people laykayut, repost, comment. You only need to be published in the living groups.
third. You need to pay careful attention to the audience of up to 18 years. If you have an application on a business theme, online store, an enterprise application, you need a solvent audience, and mostly people over 18 years.
fourth. Very often the developers ask which is better - to publish the advertisement in the post a few small groups or make a post in a large group. Previously, I would have said that it is better to place the post in several small groups. Practice has shown the opposite - much more and the best effect is achieved by the publication in one big group.
fifth. It is best to negotiate directly with the placement of public administrators. In the "VKontakte" only a few dozen people who own the lion's share of all the Public "VKontakte". Ie one administrator maintains several public servers. Therefore it is possible to agree with the manager directly, and this greatly save money.
sixth. It is best promotion in public servers working for mass market applications. Games, calendars, instant messengers, and so forth. For example, application creators of "traffic fines" by posting a post in a few large groups for 50 thousand rubles, received one million units. That is due to the Public, they soared to the top, and then received a large number of organic plants in the App Store and Google Play.
On the rules of creating advertising posts
He rules a lot, and often have a lot of testing. The basic rules are as follows:
- You must be at least a set of 10 banners, which you will be tested. During the test, you will realize which ones are most effective. Usually it is 1-2 banner. Once we advertised dating-application and could not achieve the desired reaction, we subscribers. We ignored. Then one of our marketers shared his observation of the distributors of flyers at the entrance to the subway. Usually we fended them without notice. But is it worth such a person to ask us a question, such as "it is necessary to Rose?", As we remember. We can say, "Yes, fuck off you and your roses" - or just pass by, but we have already responded, literally or in thought. And then we began to write on banners questions and clickable soared several times.
- There is such a thing as burning audience. When your banner is seen a second or third time, it just did not respond. Therefore, if you re-run an ad to post the same audience, you should change the design of the post.
- The most effective - make a post and banners in accordance with the theme of public "VKontakte". For example, place the Public logo on your banner or enter into communication with subscribers. The more narrow topics will be for the group, the better it will work.
About targeting ads
Here two points. Either we buy advertising on public servers directly, either on the stock exchange "VKontakte" through service "Target Mail.ru». Through the stock exchange, we can adjust any parameters, everything that we need. But we can target through the Public more efficiently. First of all, we need to understand the interests of our audience. Depending on this, select the Public "VKontakte" through the stock exchange, "VKontakte". For example, you are promoting culinary app. Through the stock exchange, "VKontakte" you are looking at the topic of public cooking. Then you allocate the liveliest and most active. And already there are advertising.
On measuring the effectiveness of advertising posts in the public servers
If you advertise through a stock exchange "Target Mail.ru», the Exchange will provide you full stats on clicks, installs, conversion. If we talk about the promotion through the Public "VKontakte", it is better to use the Tracking link. Use the services such as Mobile App Tracking, AppsFlyer. As we mark this link to pablike trekking system, we can see the efficiency of the post in each group. No other way. As a free alternative I can offer the same Google Analytics.