An Illustration of Promoted Posts on the Russian Social Network Odnoklassniki
Choose the Targeted Audience for Your Advertisements:
During campaign setup, it is essential to choose the specific audience you wish to reach. MyTarget offers a range of parameters that define the audience, such as socio-demographic, technical, and economic traits. It is highly recommended to provide a detailed description of your target audience as it will enhance the visibility of your promoted posts within their news feed.
When selecting the age range for your target audience, you have the option to include users who exhibit similar behavioral characteristics, whether they are younger or older. Additionally, it is important to comply with Russian legislation and specify age restrictions when advertising information products.
The user interests provided during target setup are not solely based on actions within the social network but also consider online behavior, including websites visited. It is worth mentioning that group managers can effectively target audiences for groups that share a similar subject to the advertising post by simply adding relevant groups in the “Audience” section.
The Appearance of an Advertising Post:
A promotional post appears identical to other regular posts.
Advertisements can take various formats, such as a note with an attached survey, music track, photo, or image gallery. They can effectively target the desired audience that advertisers are interested in. This versatile tool empowers group owners to expand the reach of specific posts, whether it’s a competition, an image-based message, research, or achieving e-commerce objectives while promoting a group.
The placement of ads offers several advantages:
Increased Post Visibility: By gaining additional impressions within the social network, the coverage of a post significantly expands. Users who are not part of a particular group or do not have friends within the group can now see, like, comment, or share the publication. Notably, users outside the group will also have access to a “Subscribe” button, leading to a growth in the number of subscribers.
Comprehensive Targeting: When advertising is placed through the MyTarget system, targeting is based on user data, considering their activities across all Mail.Ru Group resources. This includes factors such as income, TV viewing habits, search queries, and more. Remarketing capabilities and targeting for other relevant thematic groups are also available for promotional posts.
You have the flexibility to create your own audience based on data from groups, user lists, applications, and games for promotional posts. Furthermore, you have the option to disable paid promotional posts for members within your own group.
The cost for this new format is relatively low, with approximately 30 rubles per thousand impressions (CPM). The cost per click (CPC) is around 0.6 rubles, while the cost per click on inbound links is 4.5 rubles (at a CTR of 0.7%).
Leading brands such as Nutella, Peugeot, Visa, and KFC have already tested this innovative tool, showcasing its effectiveness.
Facebook has been utilizing this tool since 2012; however, there are distinctions in its application on Facebook compared to “Odnoklassniki.”
1)Temporary restriction on promotional posts.
On Facebook, posts are consistently promoted for a duration of only 3 days, with the expenditure of funds gradually distributed throughout the entire period. Conversely, the campaign duration on “Odnoklassniki” is not limited to three days.
2)Running advertising posts
To advertise on Facebook, you must already be registered as an advertiser on the platform. On the other hand, on “Odnoklassniki,” you have the option to register as an individual or an entity and specify your status as an agency, advertiser, or partner.
3)Minimum budget
For a campaign on Facebook, the minimum budget is $5, whereas on “Odnoklassniki,” it is 500 rubles.
In May 2015, the social network “VKontakte,” which is also owned by Mail.ru Group, introduced promoted posts. The click-through rate (CTR) on links was also 0.7% (although the CTR of posts on “Odnoklassniki” is higher), with an average cost-per-click (CPC) of 6.7 rubles compared to 4.5 rubles on “Odnoklassniki.” Additionally, the cost per thousand impressions (CPM) on “VKontakte” is lower as well.
The distinctions between promotional posts on “Odnoklassniki” and a similar tool on “VKontakte” can be summarized as follows:
- Cost: The cost for this new format on “Odnoklassniki” is relatively low, approximately 30 rubles per thousand impressions.
- Targeting: Since promo posts on “Odnoklassniki” are placed through the MyTarget system, targeting is based on comprehensive user data, considering their activity across all Mail.Ru Group resources. This includes targeting based on factors such as income, TV viewing habits, search queries, and more.
- Remarketing and Extended Targeting: This format on “Odnoklassniki” allows for remarketing capabilities and targeting specific thematic groups, expanding the reach and relevance of the promotional campaigns.
According to Igor Alferov, the Product Director of MyTarget, publishing high-quality content in promotional posts can generate substantial organic reach through likes and shares. He further explains that their new advertising format, promo posts on the social network Odnoklassniki within the MyTarget platform, offers increased advertising effectiveness compared to traditional formats. This is primarily due to the added virtual traffic, which the advertiser doesn’t have to pay for.
Source: sostav.ru