Which platform to start online promotion with: Yandex Direct or VK Advertising
Posted: Mon Jan 20, 2025 4:56 am
When choosing a platform for placing your first campaigns, you should consider your business niche and analyze successful cases on various platforms. Some types of businesses can be successful in Yandex Direct and VK Advertising simultaneously, while others can show better results only on one of them.
In this article we talk about the pros and cons of each advertising platform.
Pros of Yandex Direct
One of the key advantages of using Yandex Direct for the what is gcash first launch is its simplicity for testing this channel for attracting customers. To launch an advertising campaign, you do not need to have special knowledge in the field of analytics, various types of campaigns and marketing. All these issues are solved by an automated tool - the Campaign Wizard. It combines the main placement platforms - Search and Yandex Advertising Network. The system itself will guide you through the process of setting up a campaign and ask you to enter the necessary information, such as titles, ad texts, images, videos, business cards, quick links.
Direct will then take care of everything: it will select the target audience based on the ad titles and page content. You won't have to fill in the keywords.
Disadvantages of Yandex Direct
A rather significant disadvantage of Yandex Direct is the high cost of clicks and the overall payback of the service. The Yandex Direct platform has existed for quite a long time and is actively developing. As a result, more and more advertisers prefer to use this platform. This leads to increased competition, higher click costs and an increase in the final cost of the target action.
For an advertiser, a high cost per click means that it will be more difficult to recoup advertising costs, since not every potential customer brought in through a click will make a purchase.
Another significant disadvantage of Yandex Direct is its monopoly on the contextual advertising market. Any monopoly on the market can entail negative consequences. In the case of Yandex Direct, this can lead to the platform artificially inflating prices for clicks, as well as dictating its own terms on the market.
In addition, Yandex Direct can lead to bots. This does not happen all the time, but quite often there are situations when automatic strategies are trained on applications from "dirty" sites in order to comply with the application cost limits. Yes, the results may look favorable, but in reality no customer will make a purchase.
Pros of VK Advertising
One of the significant advantages of VK advertising is the ability to collect narrow and highly targeted audiences based on various criteria:
interests;
key queries;
personal profile information;
activities in communities.
It is also possible to highlight the possibility of creating different user segments, including those who have recently joined competitors' communities. Such flexibility in working with audiences allows you to quickly achieve success at an affordable price per target action.
VK advertising has the ability to integrate with marketplaces via API, which allows you to import products and create full-fledged stores and landings within VK communities. In combination with a variety of forms for collecting leads, this makes it possible to launch a business even without creating a separate landing page, which would require additional funds.
Cons of VK Advertising
One of the main drawbacks of VK Advertising is the incomplete implementation of the new platform account. For example, the ability to create look-alike audiences is only available in the old account, and it is impossible to share this audience. Also, in the new account, it is impossible to create a similar audience based on the community you are promoting. Therefore, you have to use both accounts - VK Advertising and VKontakte PRO, which is very inconvenient.
Another disadvantage is the high percentage of low-quality traffic in many VK Advertising placements. There are four main placements:
advertising on VKontakte;
advertising in Odnoklassniki;
advertising on VK projects;
advertising network.
Also, when launching promotion on small bases (up to 10,000 users), advertising works poorly. When setting a daily limit of up to 1,000 users per day, the system spends only 30-40% of the budget. High efficiency of these audiences is also possible, but it is impossible to scale it.
And a few more disadvantages:
delay of up to 24 hours in transferring data to advertising accounts;
Costs are shown without VAT.
Which platform to choose for promotion
When is it worth placing an ad in Yandex Direct?
If you have a quality landing page and want to attract users from search engines or social networks, then Yandex Direct will be an excellent choice for this purpose. In addition, if you need to promote an application or launch an online store, then Yandex Direct tools are perfect for these tasks. Do not forget about automation in Yandex Direct.
This platform also offers tools for:
media advertising;
launching new products on the market;
implementation of complex funnels;
tracking post-view conversions.
When is it worth placing ads in VK Advertising?
Want to win the attention of your target audience on the VKontakte social network, but don't have your own website? Then advertising on the VK platform is the perfect option for you. This method is perfect for promoting applications and projects in the field of e-commerce.
Don't forget about the possibility of using chatbots in VKontakte, which are capable of effectively interacting with users within this social network.
In this article we talk about the pros and cons of each advertising platform.
Pros of Yandex Direct
One of the key advantages of using Yandex Direct for the what is gcash first launch is its simplicity for testing this channel for attracting customers. To launch an advertising campaign, you do not need to have special knowledge in the field of analytics, various types of campaigns and marketing. All these issues are solved by an automated tool - the Campaign Wizard. It combines the main placement platforms - Search and Yandex Advertising Network. The system itself will guide you through the process of setting up a campaign and ask you to enter the necessary information, such as titles, ad texts, images, videos, business cards, quick links.
Direct will then take care of everything: it will select the target audience based on the ad titles and page content. You won't have to fill in the keywords.
Disadvantages of Yandex Direct
A rather significant disadvantage of Yandex Direct is the high cost of clicks and the overall payback of the service. The Yandex Direct platform has existed for quite a long time and is actively developing. As a result, more and more advertisers prefer to use this platform. This leads to increased competition, higher click costs and an increase in the final cost of the target action.
For an advertiser, a high cost per click means that it will be more difficult to recoup advertising costs, since not every potential customer brought in through a click will make a purchase.
Another significant disadvantage of Yandex Direct is its monopoly on the contextual advertising market. Any monopoly on the market can entail negative consequences. In the case of Yandex Direct, this can lead to the platform artificially inflating prices for clicks, as well as dictating its own terms on the market.
In addition, Yandex Direct can lead to bots. This does not happen all the time, but quite often there are situations when automatic strategies are trained on applications from "dirty" sites in order to comply with the application cost limits. Yes, the results may look favorable, but in reality no customer will make a purchase.
Pros of VK Advertising
One of the significant advantages of VK advertising is the ability to collect narrow and highly targeted audiences based on various criteria:
interests;
key queries;
personal profile information;
activities in communities.
It is also possible to highlight the possibility of creating different user segments, including those who have recently joined competitors' communities. Such flexibility in working with audiences allows you to quickly achieve success at an affordable price per target action.
VK advertising has the ability to integrate with marketplaces via API, which allows you to import products and create full-fledged stores and landings within VK communities. In combination with a variety of forms for collecting leads, this makes it possible to launch a business even without creating a separate landing page, which would require additional funds.
Cons of VK Advertising
One of the main drawbacks of VK Advertising is the incomplete implementation of the new platform account. For example, the ability to create look-alike audiences is only available in the old account, and it is impossible to share this audience. Also, in the new account, it is impossible to create a similar audience based on the community you are promoting. Therefore, you have to use both accounts - VK Advertising and VKontakte PRO, which is very inconvenient.
Another disadvantage is the high percentage of low-quality traffic in many VK Advertising placements. There are four main placements:
advertising on VKontakte;
advertising in Odnoklassniki;
advertising on VK projects;
advertising network.
Also, when launching promotion on small bases (up to 10,000 users), advertising works poorly. When setting a daily limit of up to 1,000 users per day, the system spends only 30-40% of the budget. High efficiency of these audiences is also possible, but it is impossible to scale it.
And a few more disadvantages:
delay of up to 24 hours in transferring data to advertising accounts;
Costs are shown without VAT.
Which platform to choose for promotion
When is it worth placing an ad in Yandex Direct?
If you have a quality landing page and want to attract users from search engines or social networks, then Yandex Direct will be an excellent choice for this purpose. In addition, if you need to promote an application or launch an online store, then Yandex Direct tools are perfect for these tasks. Do not forget about automation in Yandex Direct.
This platform also offers tools for:
media advertising;
launching new products on the market;
implementation of complex funnels;
tracking post-view conversions.
When is it worth placing ads in VK Advertising?
Want to win the attention of your target audience on the VKontakte social network, but don't have your own website? Then advertising on the VK platform is the perfect option for you. This method is perfect for promoting applications and projects in the field of e-commerce.
Don't forget about the possibility of using chatbots in VKontakte, which are capable of effectively interacting with users within this social network.