How to pass moderation of advertising on VKontakte

rabiarahi

VKontakte has become the leading social network in Russia by the number of users. In July 2023, it was 87.6 million people (according to the Monthly Active Users metric).

An important component of a successful presence on the social network is conducting advertising campaigns. To launch advertising of goods and services on VKontakte, you need to pass moderation. We will tell you more about this in this article, which was prepared for us by the guys from the ROMI center - a service that helps transfer data on expenses to Yandex.Metrica and Google Analytics, analyze advertising indicators and increase business profitability through effective advertising.
What is the essence of moderation?
Moderation is checking an advertisement for compliance with certain rules. It is necessary to exclude low-quality content, materials of an aggressive nature, inciting violence or violating the law. VKontakte cares social media marketing service about its reputation and is attentive to the opinions of its audience. Therefore, moderators carefully check each advertising post and do not allow texts with a low level of literacy, poor quality images, or obvious offers from scammers.
How is the check carried out?
Moderation is not performed by robots, but by real people — technical support specialists. This allows for more accurate verification: a person, unlike a bot, is able to recognize the tricky tricks that scammers use.

To send a text for moderation, you need to do the following:

press the "start" button;
wait for the technical staff's decision: the ad will be approved or rejected.

When the moderator makes a positive decision, the ad is activated and the ad is launched.

Before sending the text for review, you should complete all the advertising settings: select the target audience, set the geolocation, set up the display schedule, campaign start date, retargeting. It will be very difficult to change anything in the settings after successfully passing moderation. In addition, this increases the risk of wasting the budget.



An ad is rejected when violations are detected. A typical example of incorrect content is text and visual materials that do not correspond to the content of the site. The reviewers indicate the reason for the rejection. Having eliminated the existing errors and violations, the edited ad can be re-submitted for moderation.

If the user does not understand what error is contained in his text, you need to click the "I need help" button, after which the help section will launch with a detailed description of the violation.

On the Internet, there are often services that supposedly help place an ad on VKontakte without moderation. They should be avoided, as these are fraudulent programs that extort money and send viruses.
How long does it take to moderate?
Checking an advertisement takes from one hour to a day. This range is due to the workload of technical workers. On weekends and holidays, moderation takes longer. Products and services that require a license are checked longer than those that do not require a license.

Some advertisements are moderated out of turn. This VIP status is enjoyed by representatives of large businesses, VKontakte partners, and special clients.
What rules must ads comply with?
All elements of an advertising campaign - text, visual material, video, resources where advertising is directed - must comply with certain canons.
Images
The rules for the visual series are as follows:
good quality, clarity, high resolution;
absence of explicit, horrific and prohibited images (erotica, blood, alcohol, cigarettes);
use of permitted visuals borrowed from open sources;
no imitations of interfaces, competitors' logos, inappropriately bright backgrounds and provocative titles;
well-written text on the image that does not overwhelm it with its size.
Text content
Requirements for the text part of the ad:
no grammatical errors, typos, jargon, profanity, words written in Caps Lock, underscored, etc.;
moderate use of emoticons;
no comparisons with competitors, false and tragic information, or incorrect addresses (by name, informally).
Additional elements
When mentioning famous people who purchased the advertised products, demonstrating images of any people, using intellectual property, it is necessary to issue special permitting documents: consents, letters of guarantee, etc.