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Target audience settings (targeting)
The efficiency and success of advertising largely depend on target audience settings for advertising. The advertisement may be attractive by itself, but it will be fruitless if not seen by those it is aimed at. VKontakte provides a lot of targeting options, using which you can select the necessary target audience among millions of users.
Demography settings allow you to select users of certain age, sex and marital status
The age range is inclusive, i.e. if you set your ads for people aged 14 to 24, it will be displayed to people aged 14 and 24, among others. Sex and age restrictions allow you to weed out the users who are unlikely to become your customers. For example, ads of expensive women's shoes will hardly be interesting for young men.
Interest categories are groups of users sharing interests in certain subjects. Interest data are collected automatically and analyzed based on interactions of users with VKontakte contents and ads, their visiting topic-based communities and external websites. The categories are constantly updated and remain relevant as per the preferences of the audience.
For example, if you select the �Buy online� category, your ads will be displayed to users who have lately made purchases in online stores.
VKontakte offers more than 50 categories of interests to choose � from outdoor activities and cars to real estate and online shopping.
You can display ads to subscribers of certain communities and events. You can choose up to 100 communities per advertisement. Moreover, you can exclude groups, whose subscribers you do not want to see your ad. Long-haul truck drivers, lovers of rare cat breeds and prize-winning commercials � VKontakte has hundreds of thousands of communities dedicated to various topics. This targeting will allow you to find users who do not fit into broader categories of interests.
You can advertise to people who have recently been active in certain communities � for example, those who have recently joined or logged in, exchanged messages, left comments on the wall or in the forum or performed other actions.
You can choose up to 100 open communities per advertisement.
You can display ads to users who have installed a certain app or play VKontakte games. You can also exclude apps and games whose subscribers you do not want to see your ad.
Find a suitable audience by educational institutions, vocations and jobs. You can choose the level of education (secondary or higher) and set the year of graduation.
Targeting by education can help identify, for example, cadets and graduates of Suvorov Military School or civil engineers, linguistics specialists or historians. VKontakte has a comprehensive base of higher education institutions.
As a rule, users are proud of where they studied and willingly share this information in their profiles, so this setting can give you access to an audience that is difficult to find in other ways.
Please note that a university can be selected only by specifying a particular city in the "Geography" box.
Advertise to users who have already shown their interest in your brand by visiting your website, putting some items in the cart, making an order, or simply saw your ad.
A separate Help section is dedicated to retargeting. It�s a must-see, as retargeting is a simple and effective way to boost the number of customers and repeat orders.
You can specify target and excluded audiences for retargeting
With retargeting, you can display ads to users of certain devices. In ad settings, it is possible to target owners of iPhone models and Android devices in three price segments. A user belongs to the target audience, if he or she logged in to Vkontakte a few times in the last 14 days from a certain device.
Do you often create ads for the same audience? You can use targeting templates. Learn how to create and use templates in this publication.
The size of the target audience selected can be seen in the right box on the advertisement settings page.
The minimum size of the target audience required to run the ad is 100 users.
The system automatically estimates the audience size in line with the selected targeting settings, and immediately shows the recommended price for such users. Read more about how the recommended price is set.
Please note that some technical restrictions apply when customizing the target audience settings.
Geography
Using geography settings, you can show your ads to people living in certain countries, regions, cities and even streets.
Cities and regions. You can choose users from a certain country, region, district or municipality to see your advertising. Location information is obtained from users� personal data. In settings, you can also exclude cities whose residents are not supposed to see your ads, e.g. when you choose Ivanovo Region but want to exclude the region center � Ivanovo. Please note that you cannot specify more than one country per ad.
Choose on the map. Targeting allows you to show ads to people who are within a certain area with a radius of 500 m to 40 km. Using the �Location type� setting, you can choose which users should see the ad � those who regularly visit, live, study, work or is located in a specified place right now. For the �Regularly visits�, �Home� and �Work� settings, VKontakte analyzes data about where and at what time the user is online � in this way algorithms choose popular places and determine the home and work locations. Data is updated daily.
The �Now at location� setting is available to display ads on mobile devices only.
Cities and regions. You can choose users from a certain country, region, district or municipality to see your advertising. Location information is obtained from users� personal data. In settings, you can also exclude cities whose residents are not supposed to see your ads, e.g. when you choose Ivanovo Region but want to exclude the region center � Ivanovo. Please note that you cannot specify more than one country per ad.
Choose on the map. Targeting allows you to show ads to people who are within a certain area with a radius of 500 m to 40 km. Using the �Location type� setting, you can choose which users should see the ad � those who regularly visit, live, study, work or is located in a specified place right now. For the �Regularly visits�, �Home� and �Work� settings, VKontakte analyzes data about where and at what time the user is online � in this way algorithms choose popular places and determine the home and work locations. Data is updated daily.
The �Now at location� setting is available to display ads on mobile devices only.
Demography
Demography settings allow you to select users of certain age, sex and marital status
The age range is inclusive, i.e. if you set your ads for people aged 14 to 24, it will be displayed to people aged 14 and 24, among others. Sex and age restrictions allow you to weed out the users who are unlikely to become your customers. For example, ads of expensive women's shoes will hardly be interesting for young men.
Birthday celebrants and their friends
Using the �Birthday� targeting, you can display ads to those who celebrate birthday today, tomorrow or this week. Birthday information is updated daily, so it is enough to configure the advertisement just once and the advertising campaign will remain relevant. It is especially convenient when you offer permanent birthday discounts. With the �Interest categories� targeting you can choose friends of birthday celebrants. For example, friends of men or women whose birthday is within the next 3 or 7 days. It is important that the ads will be displayed not to all friends of the birthday celebrant, but only to those with whom he or she actively communicates � exchanges messages and �likes�, watches �Stories�, etc.
Interests and behavior
Interest categories are groups of users sharing interests in certain subjects. Interest data are collected automatically and analyzed based on interactions of users with VKontakte contents and ads, their visiting topic-based communities and external websites. The categories are constantly updated and remain relevant as per the preferences of the audience.
For example, if you select the �Buy online� category, your ads will be displayed to users who have lately made purchases in online stores.
VKontakte offers more than 50 categories of interests to choose � from outdoor activities and cars to real estate and online shopping.
Communities
You can display ads to subscribers of certain communities and events. You can choose up to 100 communities per advertisement. Moreover, you can exclude groups, whose subscribers you do not want to see your ad. Long-haul truck drivers, lovers of rare cat breeds and prize-winning commercials � VKontakte has hundreds of thousands of communities dedicated to various topics. This targeting will allow you to find users who do not fit into broader categories of interests.
Activity in communities
You can advertise to people who have recently been active in certain communities � for example, those who have recently joined or logged in, exchanged messages, left comments on the wall or in the forum or performed other actions.
You can choose up to 100 open communities per advertisement.
Apps and websites
You can display ads to users who have installed a certain app or play VKontakte games. You can also exclude apps and games whose subscribers you do not want to see your ad.
Travelers
Advertise to users who have logged in from other countries at least twice in the last six months. Both business people who visit foreign countries for business and those who travel abroad as tourists belong to this category.
Education and job
Find a suitable audience by educational institutions, vocations and jobs. You can choose the level of education (secondary or higher) and set the year of graduation.
Targeting by education can help identify, for example, cadets and graduates of Suvorov Military School or civil engineers, linguistics specialists or historians. VKontakte has a comprehensive base of higher education institutions.
As a rule, users are proud of where they studied and willingly share this information in their profiles, so this setting can give you access to an audience that is difficult to find in other ways.
Please note that a university can be selected only by specifying a particular city in the "Geography" box.
Retargeting
Advertise to users who have already shown their interest in your brand by visiting your website, putting some items in the cart, making an order, or simply saw your ad.
A separate Help section is dedicated to retargeting. It�s a must-see, as retargeting is a simple and effective way to boost the number of customers and repeat orders.
You can specify target and excluded audiences for retargeting
Devices
With retargeting, you can display ads to users of certain devices. In ad settings, it is possible to target owners of iPhone models and Android devices in three price segments. A user belongs to the target audience, if he or she logged in to Vkontakte a few times in the last 14 days from a certain device.
Operating systems
Choose the operating system whose users you want to display ads to. A user belongs to the target audience, if he or she logged in to Vkontakte a few times in the last 14 days from a certain operating system.
Browsers
With such targeting, ads can be displayed in any browser. A user belongs to the target audience, if he or she logged in to Vkontakte a few times in the last 14 days through the browser that you specify as the target.
Do you often create ads for the same audience? You can use targeting templates. Learn how to create and use templates in this publication.
The size of the target audience selected can be seen in the right box on the advertisement settings page.
The minimum size of the target audience required to run the ad is 100 users.
The system automatically estimates the audience size in line with the selected targeting settings, and immediately shows the recommended price for such users. Read more about how the recommended price is set.
Please note that some technical restrictions apply when customizing the target audience settings.
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