The option will allow to visually assess the effectiveness of advertising campaigns and determine how to optimize them to improve performance.
The analysis of ad performance is based on a comparison of three metrics: CTR, CPA, CR. Advertisers will be able to see how their ad looks against the median figures in the business category. When an ad gains enough impressions for analysis, the user will have access to ad statistics and recommendations from the platform on how to improve performance.
The system will also provide the user with an overall assessment of the ad's effectiveness. More detailed results for each of the three metrics will be reflected on colored scales, showing how much the ad outperforms or underperforms competitors.
Irina Sovik, Chief Operating Officer of "VK Ads", explained:
The functionality will be useful for both experienced "VK Ads" users and beginners. Comparison with competitors will not only clearly explain how good or bad the indicators are, but also give clear guidelines for improving advertising campaigns: it will identify weaknesses, show possible points of growth. Advertising optimization will become clearer and will allow using competitive analysis to achieve better results with each launch.
