Cost of retargeting VKontakte

[Reddi2]

There are 2 payment models: CPC (cost per click) and CPM (cost per impression). The bid can also be set in two ways: automatically or manually.

With automatic settings, you only need to set a daily limit and a maximum CPM rate. For example, we set a condition that a certain audience volume is purchased for a maximum of 200 rubles, and then the price will be formed depending on the competition at the auction. There is also an automatic rate for leads and subscriptions - in this case, you select a payment method (oCPM, CPM, CPC) and specify the cost of the application through the slider. There is no price guarantee, but the system will strive for the set figure.

You need to set the price manually yourself.

It is also necessary to take into account that the rate affects the size of the audience that will see the advertising message for this amount. At the same time, there is a difference in placements. For example, teasers have a smaller audience than the feed, because they are shown only in the desktop version of VKontakte.

Why Audience Crossing Isn't Effective
If the audiences overlap, people may see the same ads advantages of using our skype database over and over again, which is usually annoying. To avoid negativity, the "Exclude" option is available in the retargeting settings. It will help "clean" the traffic and show ads only to the relevant audience. In the same way, you can exclude communities, audiences, segment databases and test different options.

Recommendations for effective retargeting
Update your databases to keep them current.
You can create chains of user interactions with ads inside the advertising account. For example, you sell bagels and launched targeting. The subscriber did not buy anything, you caught up with him with retargeting after 3 days with an announcement that now you can buy your bagels near your home. Then after 7 days with a different message - free delivery when ordering bagels, and after 30 days you offered a huge discount - three packages for the price of one.
There is no ideal retargeting period, you need to test time parameters and study how much time a user needs to make a purchase. For example, for building materials, a month may be normal, because repairs take a long time and suitable materials are hard to find. But for simpler products, like cat food, you need less time to think about a purchase. Therefore, test or focus on the deal cycle in your business.
Users behave differently on different pages of a site, so this factor should also be taken into account when collecting an audience. For example, people stay longer on product pages and perform more interactions (click, enlarge a product photo, read specifications), while news pages are usually scrolled quickly.
Be sure to exclude those who have converted from your database so as not to show ads again.