VK Ads: new account, formats, audiences

VK Ads is no longer “the old MyTarget with a new interface”, but a full-fledged auto-targeting system with a fundamentally different operating logic. In 2025 VK finally transferred all advertisers from MyTarget to a single account ads.vk.com, rolled out universal placement and sewed ML optimization algorithms under the hood. This chapter — about how to work with the new system and where it really beats Direct.

vk ads vs old mytarget: what has changed

The old MyTarget worked according to the logic “you tell who to show it to, we show it to you.” New VK Ads works the other way around: “you tell us who you want to get, we’ll find it ourselves.” who to show." This is a global shift - from manual targeting to declarative targeting. On in practice, this means that broad manual targeting loses almost everywhere automatic: the algorithm sees more data than any marketer can comprehend.

Account structure: advertising account → project (goal) → ad group → announcement. At the project level, we select a goal (traffic to the site, leads, installations applications, reach, video views). At the group level - targeting and budget. At the level advertisements - creative and texts.

universal placement vs spot formats

Universal placement (UR) is a format where you upload one or two creatives, and the algorithm itself selects platforms: VKontakte feed, Odnoklassniki feed, Zen, Yulu, VK music player, advertising in groups. This is the "gold standard" of 2026 - UR works better than spot placements in 80% of cases if you have 30 or more conversions per week.

Point formats (VK only, feed only, reelz only) make sense in three scenarios:

1. A very narrow audience that does not exist on other platforms (for example, professional communities).
2. Creative that does not physically work on some sites (vertical video for player - does not fit).
3. Test of a single site to understand the contribution to overall metrics.

In all other cases, UR with a correctly described goal gives the best conversion cost, than point targeting.

targeting: what works in 2026

The VK Ads paradox: the less manual targeting, the better the algorithm works. Basic set for UR campaign:

• Geo. City or region. Without it, the algorithm will pour traffic into regions with cheap clicks, and CPA will increase.
• Age. Do not narrow unnecessarily. If your product is for 25–45, set 22–50: the algorithm will find the kernel itself.
• Paul. Only if there is a clear gender link to the product. Otherwise both.
• Interests and behavior. We use 3–5 broad categories, not 20 narrow The algorithm works better on a wide input.
• Look-alike. The best target in 2026. Loading CRM with customers via VK Pixel or CSV, we get a similar audience with an accuracy of 1, 2, 3 (1 is the most similar, 3 - wide). See chapter 8.

look-alike in VK: the main advantage

VK Ads LAL works noticeably more accurately than Direct audiences - because VK has huge behavioral profile for each user (subscriptions, friends, music, video, group activity). For a base of 1,000 customers, VK is building LAL with accuracy at the level of Facebook 2019.

The minimum database size for LAL is 300 users, the recommended size is from 1,000. If there is less in CRM, it is better to use pixel segments (cart visitors, product view) to build LAL. Accuracy 1 - for cold entry, accuracy 2-3 - for scaling.

vk pixel: install on day one

Without VK Pixel, advertising in VK Ads is “blind shooting”. Pixel gives algorithm data about behavior on the site: visits, shopping cart, payment. Based on this data LAL, retargeting and event optimization are being built.

Minimum event markup: view, add_to_cart, purchase, lead. To optimize conversion campaigns you need at least 50 events per week - otherwise the algorithm does not have time to learn. Up to this threshold We optimize for clicks or micro-conversions (for example, scroll 75%).

where vk beats direct

VK Ads gives better results than Direct in several scenarios:

• Impulse goods up to 5,000 ₽. Cosmetics, accessories, gadgets, clothes. The VK audience historically converts well to impulse.
• Mobile applications. Target cost of installation in VK is 30–50% lower than in Direct, with comparable user quality.
• Information products for a wide audience. Courses, marathons, trainings. VK gives cheap registration for a free webinar.
• Local business with an offline point. Geo-targeting within a radius 1-5 km plus look-alike for existing clients.
• Brands with a large organic presence on VK. If you have 100k+ community subscribers - advertising works for a “hot” segment with a different CPA.

where vk loses to direct

No need to drag VK to where it doesn't work. Goes badly:

• B2B services with a long transaction cycle.
• Narrow professional niches (dentists, tax lawyers).
• Products for audiences under 22 years old (youth on Telegram, not VK).
• A high check of 100,000+ ₽ with a long decision-making process.
• Imported luxury and premium segment.

In these niches, the focus is on Direct + Telegram channel placements from specialized channels.

starting account structure for e-com

1. Project 1: “Cold traffic / UR” - broad targeting + LAL accuracy 2.
2. Project 2: “Retargeting / UR” - site visitors 30 days without making a purchase.
3. Project 3: “Abandoned cart” – cart visitors 7 days without payment.
4. Project 4: “Reactivation” - customers who have not purchased for 90+ days.

We distribute budgets: 50% cold, 25% retargeting, 15% shopping cart, 10% reactivation. After a month, we redistribute according to actual ROAS. ROAS Calculator will help you calculate the target figure for a specific margin.

in the next chapter

Chapter 6 - Telegram Ads. Official account with €2M threshold, channel placements through Telega.in and analogues, ORD and ERID markings, and how to calculate the effectiveness of a Telegram channel.