What can not be advertised in contact. What is forbidden to advertise in social networks and in context? Advertising announcement design

Advertising in VKontakte - one of the most common species SMM Promotion. People have long understood that it is profitable and convenient to advertise on social networks. But, like on any other platform, there are its own rules here, which is mandatory, otherwise your ads will simply be moderation.

It is about the rules and requirements of advertising VK We will talk today.

What are the rules caused?

Each advertiser should know or at least familiarize himself with the rules and requirements, in order, in the future, he did not have any questions, for some reason or another declaration was rejected, why certain penalties were applied to it, etc. If a

In addition to the legislation of the Russian Federation, the policy of the site itself is also the basis of the policy, which we write in paragraph 1: "The advertisement must comply with the rules for using the website of VKontakte, the rules of contests."

It is important to understand that these rules are regularly adjusted in accordance with the changes in the legislation of the Russian Federation, the site policy or for other reasons.

The site reserves the right to make changes without the consent of users and not notify them about the work done. Therefore, be always per check, and constantly monitor the current set of rules.

Rules for posting advertising VK

What will happen if not to comply with the official rules of advertising in VKontakte?

To open the current rules for posting advertisements and posts, you need to go to your personal advertising office ( https://vk.com/ads?Act\u003dOffice.), and then on the left to click on the "Rules" tab.

Let's consider all points in more detail:

Claim 1 - Terms of use by the site VK and advertisements

We have already touched this item. It says that advertisements should not violate and must comply with legislation.

Clause 2 - Text Length and Image Format

All ads must comply with specifications. You can get acquainted in more detail with them by clicking on the link. There are no "pitfalls". Mainly, these requirements include the format and size of images, text length, etc.

Clause 2.1 - ads must be competent

The text of your advertisements must comply with the norms of the Russian language. It must be competently written, do not contain grammatical, spelling and punctuation errors. Unless the error is part of the marketing stroke.

According to this item, you will not be able to allocate words in the text due to the use of capital letters (for example, discounts) or by punctuation and special characters (for example, ++ !!! ATTENTION !!! ++). Ads with such text will not pass moderation.

Clause 2.2 - On the requirements for images in advertisements VKontakte

This item speaks of images. They must be clear, that is high Quality. There should not contain "frank, frightening or aesthetically unacceptable images", as well as alcoholic and tobacco products in the process of their use.

If you use the text, it must be well readable and not exceed 50% of the entire image.

Well, among other things, it is impossible to use logos and other attributes of your competitors.

P.2.3 - page content, text and advertising image

This item states that the contents of the site must correspond to what you advertise.

Such ads will not be moderation.

VKontakte carefully checks advertised sites and imposes penalties on sites for violating this item. Therefore, you do not need to deceive anyone. If someone now has the idea of \u200b\u200bthe substitution of the contents of the site, immediately read item 5.

Clause 2.4 Topics of an object for advertising

It says that when creating ads, it is necessary to indicate correct themes. Or such an ad may not pass moderation.

P.2.5 What is prohibited in advertisements in VKontakte?

This item prohibits the use of abnormative vocabulary and references to tragic events. We think with this item and so everything is clear. Unnecessary comments are not needed.

P.2.6 - Imitation of interface elements is prohibited

This item prohibits imitating interface elements. That is, for example, you can not use a picture where the "buy" button will be drawn, although in fact it is not there.

It is important to understand that the word "buy" itself (or any other word) is not prohibited. You can place it in the image to attract the attention of people or make them click on the ad. The main thing is that it is not made in the form of a non-existent button.

P.2.7 - We show respect for competitors

Do not compare your goods with the goods of your competitors. The targeted accuracy of the qualities of similar competitive products can lead to the fact that you will not be moderated. In some individual cases, this can work, but not always.

P.2.8 - Personal data and VKontakte

In the ads it is forbidden to use personal user data and access them using personal characteristics (for example, name, age, etc.).

For example, the headlines "Alexander, this is exactly what you need!" Or "You 30?" Moderation will not pass.

Clause 3 - What is forbidden to advertise on VKontakte website?

Point number 3 of this Regulation lists objects that are forbidden to advertise.

Sometimes it happens when your ads fall under one of the above items, although you did not try to advertise something forbidden. Sometimes in such situations it helps re-sending to moderation, sometimes it is necessary to completely redo the ad. Be ready for it.

Similarly, moderation sometimes pass products from the "black list". The same announcement was rejected today, and tomorrow they can accept.

P.4 - Restrictions on advertising for some goods and services

This paragraph refers to the individual types of goods / services, where additional restrictions apply.

It is entitled at any time to request documentation for any product / service. Therefore, be prepared to provide.

P.5 - Subtitution of the contents of the page and advertising VK

It says about the very substitution of the contents of the site. If you are suspected in this activity, then wait for the ban. Best case scenario. At worst, you may be fined 100 thousand rubles.

P.6 - Agreement on the instructions of the VK advertising services

P.7 - Links VKontakte is prohibited

P.8 - Competing Services, Sites, Trademarks and Rules

Here we are talking about what it is impossible to mention in one form or another of its competitors. This is a good marketing technique, but the administration of VKontakte does not welcome it.

P.9-10 - Causes to deviate ads on the network

With paragraphs 9 and 10, everything is extremely clear. One leaves the right for the administration of the VC to reject ads, if they contradict their views. The second - distributes the current requirements and regulations on advertising posted through mobile services.

Pros and cons of compliance with the rules of VK

Outcome

The current set of rules and requirements for advertising in VKontakte for someone may seem too large and complex. A bunch of points, a bunch of sub-clauses forbidding this or that action. In fact, everything is much easier. If you do not try to deceive someone, all your ads will easily be moderated.

If you do not see any violations, but the declaration is rejected, then try to replace some words or characters in it (do any minimum changes) and send it to check again. Often it works.

Advertising in "VC" the most common among SMM specialists. People engaged in the promotion of their own and someone else's business, have long understood that this is the most the best way Sell \u200b\u200byour goods and services. But, like everywhere, there are its own rules that must be followed. If this is not done, then publications will not be able to pass moderation. Now we will consider which the rules for posting advertising VKontakte, we learn that it is forbidden, and what punishments can follow.

Rules for posting advertising "VKontakte"

There is a certain list of rules when placing advertising posts in VC, which must be fulfilled. Consider them in more detail.

Fundamental rules

First of all, you need to take into account that the rules are regularly updated, you need to follow. If you do not edit your publication so that it meets the new rules, it will not be able to moderation. You must read the VKontakte social network rules. If you place the advertising content with their violation, then the site administration will not be placed. After that, read the advertising legislation. If at least one point of this document is not met, you will be denied accommodation.

This requires learning technical requirements for advertising posts. Select the image format that suits you, as well as text. Pictures must be large and high quality. Need a unique format to promote a group and applications (the image must be square). The picture either a photo should not be more than 5 MB. Also consider which formats are supported: JPG, PNG, BMP, TIFF or GIF.

Advertising announcement design

If you decide to create an ad, then consider that the text in it needs to be written only in Russian. It is also necessary to keep punctuation. It is forbidden in the text obscene to express. You can not write about events that are able to cause negative emotions from a person. For example: about death, murders, funeral, catastrophes. The advertiser cannot be prescribed by the advertisement: phone numbers, addresses information. Also prohibited in the text or photo comparative analysis its products with competing goods.

It is impossible to directly prescribe: "Goods for 18 year olds" or "Alexander - this service only for you." This is considered the characteristics of the identity of users. Also consider the pictures you can not put low quality, only high. Their subject can not be with a sexy bias or frightening. You can not advertise alcohol, smoking, drugs. All this applies not only to pictures, but also to videos.

That it is forbidden to promote in VK

Be sure to remember that it is impossible to promote in the social network "VKontakte":

Personal data collection services, if there are no explanations, for what reason similar actions are carried out.
You can not engage in the cheating of likes, subscribers, votes, using special services.
You can not advertise a pornographic material, trainings that teach to seduce the opposite sex.
It is forbidden to promote various mixtures for smoking, as well as substances that are psychotropic.
The administration does not allow promoting alcohol and tobacco.
Provision of services with medical institutions or private persons on abortion.
Steroid preparations for muscle increase.
Weapons and military orientation technique.
Gambling.
Applications or resources that provoke users to make illegal actions.
Materials that are political.

These requirements of the administration "VKontakte" are mandatory for implementation. All of the listed on this list is prohibited to promote.

Where to read a clear set of rules

So that you can get acquainted with all important rulesYou need to click on the tab called "Advertising", and after pressing the "Rules" key. Next, you will see a list in which the rules are clearly painted. For successful promotion, you must be adhered to them, do not be scared that their large number.

Punishment for placing prohibited advertising

If you use forbidden ways of advertising in VC, such sanctions may follow from the site administration:

Lock your ad. This type of punishment can be called the most harmless of all.
Domain will be blocked you. This means that promotional materials from the domain on which the "Advertising Account" is located, all will be removed. Even the advertising that has been created with this domain will be blocked.
You will block an account. Your account will be completely removed.
Financial sanctions. If the "VC" page, where the publication is maintained, will be submitted, the administration of the resource may be fined to be fined in the amount of 100 thousand rubles.

As you can understand, nothing good will come out if you violate the rules of the VKontakte community.

Pros and disadvantages of compliance with the rules "VK"

If you do not violate the rules of the VC community, then the publications you created will never block. Plus to all, moderators will start much faster to check your advertisements. You can work normally and earn. Also, no one will impose penalties. The minuses, subject to the rules, "Vkontakte" there is absolutely no.

Features

Despite the fact that medical services or goods are prohibited to advertise if you attach disclaimer "There are contraindications. Need a consultation of the doctor "Your advertisement can skip. It is also worth knowing that the representatives of the AC administration have the right to request your document on a specific product or service. This needs to be remembered so that there are no problems. You must understand that any of the publication sent by you to moderation is not taking robots, but people. Therefore, take into account the human factor.

From the article you will learn:

what are the subjects of advertising ads under Taba VK;
practical Case to promote VKontakte site for the sale of gaming property;
the price of traffic to the site from VK advertising ads.

And whether it is worth run campaigns for prohibited topics.

What are the subject of advertisements under Taba Vkontakte

"No low-grade advertisements on expanses VK!" - stated the developers of the social network. And since December 2016, moderators pay special attention to the content of targeted advertising. In the official administration community, the list with explanations is published that it is impossible to advertise In contact with.

Tabu-topic complicated the work of SMM-flaps to promote. But to say that it was impossible impossible. Let's see how it happened in practice.

Case: Traffic to Game Property Sale - World of Tanks

Task: Attracting users to the site for the sale of accounts, game gold, technology for the online game "World of Tanks".

The average price of property - 1200 rubles.

The price per click was established within 5 rubles, and for conversion - no more than 200 rubles.

What we did:

Analysis of the target audience.

At the first stage, we analyzed CA and divided it into 2 segments:

group competitions;
interest Groups.

For each segment manually assembled active groups of groups.

Starting ads with different targeting to identify "announcement-leader" and run split testing for each segment separately.

Price per click - 3.5 rubles.

An ads were effective to start split testing:

Price per click - 3 rubles.

The launch of split tests with the leaders ads for each segment separately (on competitors and interest groups).

After split testing, the inefficient groups dropped, and with effective - the bases of the most active users were collected using the TargetHunter service.

Running advertising campaigns in full force with different variants of teasers and advertising texts. Below are analytics.

The average cost per click - 2.15 rubles.

Interest Groups:

The average cost per click - 1.7 rubles.

Despite the fact that the subject to promote in VKontakte is prohibited, we managed to launch ads of this format:

And promotional posts looked like this:

The average cost for going to the site - 1.2 rubles.

Eventually

As a result, promotional posts worked. But a group that was specifically created for their launch was quickly blocked. Again because of the theme.

Total: the average cost per click was 1.7 rubles. (instead of planned 5 rubles.)

The client independently tracked the conversion. According to him, the average cost for the purchase - 100 - 150 rubles. (instead of planned 200 rubles.)

Plus, in this case, there will be an increase in the recognition of the site (its goods and services) among the social network users, since in this segment in the market the competition is large.

5 (100%) 1 Voice

Dmitry Kovalev

The article will be useful for those who want to promote goods, services or communities using VKontakte public messages, but does not know where to start. After reading, you will learn to select groups with the target audience and make posts to help achieve maximum conversion.

Detection of audience

Before you search for communities, find out who is your potential buyer and make up his portrait.

Remit needs. Find out what the need to satisfies your product or service. It should be one thing that unites target audience. Clear what customers want, surveys and forums will help.

Learn about the interests. Learn about the interests of your audience to determine the topic of the group.

For this task, a tool for finding the audience "Cerebro Target" will be suitable. It allows you to analyze the interests of potential customers of the chosen community.

In the "Analysis of Users" section, insert a link to the group in which the Central Asian is consisting of.

"Cerebro" will well complement another tool located in the advertising office "Facebook" - Audience_insights. . It shows marital statuse, and also top favorite sites of representatives of your audience. And if you study the market in the United States, in addition to the listed, the level of salaries will be available.

Determine the floor and age. First, these parameters will help choose groups with the desired audience. Secondly, make an appeal in his post more personal. To find out their service from Mail.Ru.

Selection of communities

After drawing up Avatar representatives of the audience, assemble as a larger list of pages that can be signed potential clients. For this:

Take advantage of the "search communities" "VKontakte.

Find groups through " Market platform " in personal Cabinet.

Use third-party tools to work with VC groups, such as Pable. In order to start the selection, go to the "Public / Profiles" section, subsection - "Public VKontakte".

Community Analysis

When a decent list of groups of one subject got, check each of them in five criteria.

Availability

To find out whether you are in the community your potential customers check the floor, age and geography of its participants. This data can be viewed in the Statistics tab.

On the floor, age and geo, check the availability of the audience in the group

Activity of participants

If the group is sitting in the group of desired age and gender, check it on involvement. It is indicated by this indicator of ER abbreviation and is calculated using the coverage ratio.

To understand the Normal Lie in the ER group, compare it with the leader community indicators in this topic.

Bots

You can find out the percentage of bots through the VKontakte application: " Search for "dead" participants and subscribers " To do this, go to the app, insert the link to the community and click Scan.

The presence of bots shows "Pable".

Usually in groups of 10-20% of bots. All that is more - cheat

Another way to check the community to the "Dead Souls" - look at the outflow of subscribers. For this in the statistics of the page, look at the number of unsubsion. The high jump on the chart of unsubscribing is a clear sign of a large number of bots.

Coverage

Coverage speaks of the number of views of the post in the news feed or on the community wall. When calculating this indicator, only unique users are taken into account. And "VKontakte" does not count the rapid wiping of the entry in the tape. A person must delay the text or image. This indicator also look in the group statistics.

Normal coverage indicator - 10-20% of the total number of subscribers. If a million people are signed on the group, coverage must be 100,000-200,000.

Advertising entries

If competitors are located only 1-3 times, most likely their advertising did not bring the result. It is worth checking it on profitiness (read about it in the "Drawing up" block).

If advertising posts of competitors are published regularly - most likely in the group there are an audience you need. And to get it part, remove yourself from competitors with creative and unique trading offers.

Accommodation

Through administrator

To accommodate directly:

Find the Administrator Contacts page. If there is no - write your offer in the message or in the clause on the wall.

Agree about price, time and placement conditions. Buying a package of accommodation at once, you can agree on a discount. But buying at once more than one advertising place follows only in already proven communities.
Select the placement time based on subscribers' activity. If the places remained only for a while with low activity, ask the administrator to reduce the price slightly. You can view activity in Pabler in the "Detailed Statistics" tab.

Send post to match. Note that it is possible to make edits. Therefore, it is better to send an entry in advance so as not to redo it five minutes before the publication.

Through the stock exchange "VK"

Publication through the exchange of advertising "VC" is more expensive by 10-15%. Suitable for those who do not use third-party tools to search for communities, since the service itself offers accommodation options. And yet those who do not connect third-party metrics to analyze the effectiveness of advertising, because in the Personal Account you can see detailed statistics after the campaign.

To post a post across the stock exchange:

Create an ad and send it to moderation.

When the post will be checked, it will appear in the "Active" tab - it can be placed. If it does not pass - "rejected". In this case, the moderators will definitely indicate the cause after the correction of which, the announcement can be sent again to moderation.

For specified parameters, find groups for accommodation. They can be sought based on the subject, budget, coverage, number of participants, etc. However, it will not be possible to find a specific community by the title - the service will offer options.

Submit an application for placement. Your ad will automatically posted in the time range specified you.

Drawing up post

After agreeing on the publication, prepare an advertising post.

In the ad, consider the need to audience, tell us how your product will solve its problem.

Analyze advertising competitors if it is. Then come up with a unique offer and posting the post, so that your creatives stand out on a general background.

Examine the content of the public in which you plan to be placed. Upon learning which of them are most popular, you will better understand the interests of subscribers. This will help make a more interesting and less advertising entry.

Text fill with emoticons to be noticeable and focused on the main thing. Just do not overdo it, the post should look natural, and emoticons are approached by meaning.

Long links in the text reduce with vk.cc. Or Google URL Shortener. So the record will occupy a smaller volume, look careful and most importantly inspire more confidence.

The image must be clinging so that your post is noticed in the tape, but with the relevant offer.

Write a chain title. To do this, put in it the main benefits. If he does not interest Central Asian, no one will read your text, even the most useful and selling.

Work with comments

Negative. After publishing a record, it will be comments and not always positive. So try to work out the whole negative.

Informational. People can also ask questions: "How to order", "how much costs", "what is the advantage of the product", etc. They also need to respond in time.

Outsiders. Any noteworthy comments can be asked to delete administrator.

Assessment of results

To make it convenient to keep statistics and analyze the results, create a nameplate in "Google Tables" or Excel with the following fields:

name and link to the community
advertising post
accommodation cost
date and time placement of post,
administrator contacts,
number of transitions
number of applications
ER Groups
profit.

For transition data and applications, see Yandex.Metric. And to distinguish your advertising records and communities in which you place, add to the links UTM tags. For more information, Dmitry Dementy was revealed in Article: ""

If they were placed through the "VK" exchange, in the personal account of the advertiser after the RK you can see:

the total number of users who viewed the advertisement, and their distribution by sex and age;
number unique usersmoving at least one link in the record;
the number of users who shared, commented or marked the post "I like" by the button;
the number of subscriber users, if they advertised the community;
the number of applications from the group.

To open detailed statistics, click on the corresponding icon in the section of the appropriate advertising campaign.

If you sent a request directly, but it is not possible to connect the metric - ask the administrator the statistics of the post before it is removed. She shows:

general coverage and subscription coverage;
husky, reposit and comments;
number of users who hide an entry from the tape of their news tape;
the number of complaints about the publication;
the number of people who switched on the link in the post.

Repeated placements

If the first few publications in the community were successful, continue to be placed. But note that over time the declaration conversion will decline. Most participants will notice your advertising after several accommodation, so the next time they ignore it. To overcome the banner blindness, update the recording once a few accommodation.

Test a new header.
Change emoticons.
Change text structure.
Publish with a different image.

Make sure that the post looks like a new way, and users will start to notice your publication again.

For example, I placed several times in the community with this announcement:

The first placement brought ten leaders, the second - eight, after the third came only two applications, after the fourth - three.

I changed the photo, I came up with a new headline, put other emoticons and the next day was located in the same group.

Repeated placements with the new post brought eight, and for the second time - seven applications. While the ad text remained the same - only his visual part and the title changed.

Search for new communities

To increase coverage you need to constantly look for new groups for accommodation. In order to find similar communities, use a tool for searching for an audience intersection, for example, such as Cerebro Target. In it, you can link to public in which you have already successfully gave advertising, finding similar to which part of the same subscribers will consist. To do this, go to the "Search for Audience" section, the "Group Search, where there is a Central Asian" and insert the link to the desired page.

Groups can be filtered by the options you need and download links to them. text document or in Excel.

To find the intersection of the audience, you can use both free analogues, such as the application "

Starting advertising on the Internet should carefully examine the rules and restrictions on advertising policies for each context and social network. In general, all restrictions and prohibitions are similar, as advertising systems work in the same legal field. In addition, depending on the country or region, the prohibitions can be completely different.

What can not be advertised?

AdWords rules, Yandex.Direct Rules, rules VKontakte , facebook rules , give a clear idea of \u200b\u200bthe prohibited advertising topics. These include: fortune telling; tobacco products; goods that promote the cult of violence and cruelty; Drugs, psychotropic substances; goods subject to mandatory certification, without this certificate; goods prohibited in the territory of your country; gambling and weapons; pornography.

There are categories that can be advertised in compliance with certain conditions. These include: alcohol, lottery, medicines and bioactive food additives, services for attracting funds to the population, employment services.

Use references with redirect. The advertising system will dismiss such an ad. This is due to the fact that after passing moderation, the finite reference of the redirect may change to another.
Unlock advertising.
Advertising unattainable results, miraculous transfigurations, deception regarding the qualities of the goods itself.
Advertising copies of famous brands, replicas and fakes
Advertising sites on which personal personal data are collected without specifying the causes of such a collection.
Advertising goods with poor-quality or offensive promises. Such advertising can provoke a mass discharge from advertising (clicking on the button "Do not show more this advertising" - and this will in turn lead to punishment account by the advertising system.

How can punish for placing forbidden advertising?

There are several types of punishments for using prohibited methods in advertising or advertising prohibited goods

Blocking an ad. The most harmless punishment from the search engine or social network.
Blocking domain. In this case, all advertising of a specific domain from already existing advertising offices will be removed, created a new advertising with this domain will also be blocked.
Blocking an account. Full removal User Account.
Financial punishment. Vkontakte's social network can recover a fine of up to 100 thousand Russian rubles in the event that the content of the page will be subtracted on which the announcement leads.

Ban on advertising sold shop trade brands

Trademark owners may prohibit search engine Launch advertising stores or repair shops if the title occurs the name of the brand. For example, it is impossible to find an advertisement store, which will be spelled out that it sells Nokia, Toefl, Xerox. Full list prohibited trademarks in common access does not exist.

It is possible to post advertising with such keywords only since the official permission of the owners of the trademark. But at the same time some context and social networks Allow to use trademarks in keywords and do not react to complaints if they appear.

One of the options for bypassing such a restriction is to use Cyrillic translitement brands or dynamic substitution keywords. However, there is a chance that this announcement still will be banned in the end. However, here is an example of a Cyrillic replacement of a brand one (in the headlines of the issuance):