Telegram Ads: A Review of the Telegram Advertising Platform

Contents:

• What is Telegram Ads
• How to launch advertising in Telegram Ads
• How analytics works in Telegram Ads
• The main thing about Telegram Ads in three points
• How to learn more about promotion in Telegram

What is Telegram Ads

Telegram Ads is an advertising platform built into the Telegram messenger. The primary interface language of this platform is English. Telegram Ads allows users to create and manage advertising campaigns, targeting their audience with high precision. The platform offers various ad formats and tools for analyzing the effectiveness of promotions, which helps optimize marketing strategies.

With Telegram Ads, you can advertise to users who do not have a Telegram Premium subscription. Ads are displayed in public channels where the number of subscribers exceeds 1,000. This allows you to effectively reach a wide audience and draw attention to your products or services. Telegram Ads offers targeting capabilities, allowing you to precisely target specific user segments. Ads are available in both the mobile and desktop versions of the messenger. They are placed at the bottom of the post feed. Currently, only one ad format is available: text with a button. Clicking the button will redirect the user to a channel, bot, or Telegram post, depending on the ad settings. External links, such as website links, are currently unavailable.

Minimum advertising budget in Telegram Ads significantly exceeds those of other advertising platforms. A minimum of €2 million is required to apply directly to Telegram. Of this amount, €1 million will be retained as a deposit, and the other €1 million can be used to launch advertising campaigns. The deposit is refunded provided that at least €10 million is spent on advertising annually. Telegram Ads is a powerful promotional tool, and the high entry bar is due to its potential reach and effectiveness.

To get started with the Telegram Ad Platform, you need to log in with your phone number. After logging in, the system will prompt you to enter your organization's information. Once this process is complete, you can apply to connect to the platform.

Advertising on Telegram can be launched both directly and through third-party services. For example, with OneSpot, the minimum budget for advertising on Telegram Ads is €1,500, excluding commissions and VAT. This approach allows for effective promotion of products and services using the capabilities of one of the most popular messaging apps.

Telegram advertising primarily attracts large and medium-sized businesses due to the high entry barrier. However, small businesses are also beginning to use the platform, as the minimal budget can be spread over an entire year. This allows small companies to effectively promote their products and services, even with limited financial resources.

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How to launch advertising in Telegram Ads

To launch advertising in Telegram Ads, you need to prepare the ad text, set the bid, and select the appropriate channels for placement. It is important to create an attractive and informative text that will effectively convey the message to the target audience. Setting the optimal bid will help achieve maximum reach. The choice of channels also plays a key role in the success of an advertising campaign, as it determines how effectively the advertisement will be perceived by users.

An ad includes three key elements: a headline, body text, and a button. The headline should attract attention and contain keywords that reflect the essence of the offer. The body text provides detailed information about the product or service, emphasizing the benefits and unique features. The button should be noticeable and encourage action, for example, "Find out more" or "Buy now". Correct design of these elements helps increase click-through rate and the effectiveness of the ad.

• Headline - the name of the channel with an active link to it.
• The text can be up to 160 characters long.
• The button can lead to a channel, a bot, or a message in the channel.

When placing ads, the use of emojis can significantly increase their attractiveness. However, it's important to remember that attaching images, GIFs, and videos is prohibited. Pay attention to the text content to make your ad more informative and interesting for potential customers. Emojis can help highlight key points and attract attention, but the main focus should be on a high-quality description of the product or service. Make sure the text is optimized for search queries to increase your ad's visibility online.

Telegram Ads has certain rules that must be followed. In particular, numbered lists and excessive emoji are prohibited in ad texts, as this may lead to ad rejection during moderation. Compliance with these requirements is important for the successful publication of your advertising materials on the Telegram platform.

Advertising in Telegram Ads is carried out using the CPM model, which means payment is per 1,000 impressions. When setting up an advertising campaign, it is important to specify a bid, that is, the amount you are willing to pay for 1,000 impressions. The minimum bid for advertising is 2 euros. This model allows you to effectively manage your advertising budget and optimize your promotion costs on Telegram.

Our platform uses an automatic first-price auction. This means advertisers compete to have their ads displayed. The higher the bid, the more likely your ad will be shown to the target audience. This approach optimizes advertising costs and improves campaign effectiveness, while ensuring competitive conditions for all participants.

Ads can be placed in channels selected both automatically and manually. This allows you to effectively target your ads to your channel's subscribers or users based on their interests. Additionally, you can set up exclusions by specifying topics or channels in which ads should not be displayed. This is how the targeting process works, which helps improve the relevance and effectiveness of advertising campaigns.

• With automatic setup, you need to specify a topic—for example, travel, technology, or marketing. The platform will select channels automatically. You won't be able to view the list of channels on the platform itself.
• With manual setup, you can select placements—provide links to the channels where you want your ad to appear. You can specify a maximum of 100 channels for a single ad, including exceptions.
• When targeting by user interests, you can specify a country (currently only Russia), region, or city, as well as the interests themselves—the platform determines these based on user subscriptions.

When targeting ads by channels and topics, it's important to keep in mind that ads will only appear in channels with more than 1,000 subscribers. If the number of subscribers in any channel falls below this mark during the advertising campaign, ad serving in that channel will automatically stop. This requirement ensures the effectiveness of advertising placements, ensuring your ads are visible to a wide audience.

Ads are often placed in channels without the knowledge of their creators, resulting in them receiving no financial compensation. Your channel may also be affected by third-party advertising. To prevent this, you can customize your channel's advertising and set a competitive bid. This will allow you to outbid other advertisers and protect your content from unwanted advertising. Properly setting and managing bids will help you maintain control over your channel's advertising space.

How Analytics Works in Telegram Ads

The analytics section is organized intuitively and conveniently. Users can track ad performance both at the account level and for each individual ad. This allows you to analyze the effectiveness of your advertising campaigns in detail and make adjustments to improve their performance.

The account section provides general statistics, including 10 key metrics for each ad. Users can track the current status, launch date, number of views and subscriptions, as well as budget spent, and other important metrics. All campaigns launched in your account are available here, including those that are no longer active. However, it should be noted that this section does not include data visualizations or the ability to download a report.

You can view a graph displaying the number of views and subscriptions to your channel as a result of your advertising campaign. This graph is available in the "Budget Management" section on the "Statistics" tab. The data is presented for the last month, allowing you to track your advertising effectiveness.

Statistics can be viewed by day and for the last 5 minutes. In addition, the report is available for download in CSV format.

At the ad level, the results can be viewed in In the "Information" section. This displays the same metrics as the general graph, including the number of views and subscriptions. You can also download the report for further analysis.

Telegram Ads does not provide data on subscribers, such as their interests, location, and marital status. This limitation makes it difficult to analyze the audience that saw your ads and prevents you from tracking who exactly clicked on them. Without this information, advertisers cannot effectively target their campaigns and tailor content to their audience, which can negatively impact advertising results.

To get an audience profile, you can contact the owners of the channels where you plan to advertise. You can also find general information about Telegram users on the resources of research companies such as TGStat and Mediascope. This data will help you better understand your target audience and tailor your advertising materials for maximum effectiveness.

The main thing about Telegram Ads in three points

• Telegram Ads is Telegram's advertising platform. It allows you to set up ad delivery in Telegram channels. To launch advertising directly, you need a deposit of at least 2 million euros and an advertising budget of at least 10 million euros. However, you can launch advertising through third-party services - you will need at least 1,500 euros.
• To place an ad in Telegram Ads, you need to write the ad text, set bids, select the channels for placement, or characterize the audience that will see the ad.
• You can track the results in the analytics section. Statistics are available at the account level, at the individual ad level, and at the overall statistics for all ads.

How to learn more about promotion on Telegram

• One of the advertising methods on Telegram is seeding: placing posts in other channels for money. Skillbox Media has a guide to advertising on Telegram, in which we cover seeding in detail.
• Results in the messenger are influenced by many factors, from the channel's topic to user engagement. Read the article on creating and promoting a Telegram channel to understand how to get started on this platform.
• You might also be interested in articles on social media promotion strategy and a content plan. After reading them, you'll understand why these documents are needed and how to create them.
• If you want to make money from social media promotion, take a look at Skillbox's "SMM Specialist Profession" course. It teaches you how to create content, set up advertising, develop SMM strategies, collaborate with bloggers, and analyze promotion results. After completing the course, you can take on freelance projects or become a full-time employee.

Explore additional materials from Skillbox Media on social media promotion. We offer valuable resources and tips to help you effectively promote your business across various social platforms. Learn about modern methods, strategies, and tools for achieving successful SMM results. Develop your skills and increase your brand's visibility with our materials.

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