Advertising in Telegram Ads and how it works
Advertising in Telegram Ads and how it works
Official advertising on Telegram Ads possesses several key features::
- Ads are displayed in channels boasting a minimum of 1000 subscribers; they do not appear in group chats or private conversations.
- Advertising posts are positioned at the bottom of the feed to prevent accidental skipping by users.
- Each ad is labeled as "Sponsored," and the description must not exceed 160 characters, a format deemed most user-friendly by the system.
- While photos or videos cannot be included, emojis are permitted.
Placement on Telegram Ads is typically accessible to advertisers with substantial budgets, starting from an initial 2 million euros, with a required deposit of 1 million euros. However, by utilizing NAS Digital, advertisers can initiate Telegram Ads with a lower starting budget of only 1,550 euros.
Creating a Telegram Ads account via NAS Digital typically takes just one day. Once the account is set up, users can log in to the advertising system and access their account dashboard.
Launching a Telegram campaign is a straightforward process, with only a few settings to adjust during the ad creation phase. Let's delve into each stage of launching advertising on Telegram in detail.
In the Telegram Ads account, select an organization, and then in the window that appears, click Create a new ads
A window opens with all the settings.
Specify the name of the ad, only you can see it. We recommend making the name short so that it is easier to search for it in the general list of companies. For example, you can specify an offer or the targeting used in the ad in the title.
Add the text of the ad. Let us remind you: there cannot be more than 160 characters.
- Avoid Inappropriate Language: Refrain from using profanity, insults, or vulgarity in your ad content.
- Capitalization and Spacing: Do not write words in all capital letters, and ensure that letters within words are separated by spaces.
- Moderate Symbol and Emoji Usage: Avoid excessive use of symbols, exclamation marks, and emojis. You may include one standard or custom emoji, static or animated, to enhance engagement.
- Avoid Imperative Mood: Do not use imperative language, such as "Subscribe" or "Buy," in your ad text.
- Audience Inclusivity: Do not discriminate or target specific segments of the audience in your ad copy. For instance, avoid phrases like "Channel for girls."
- Grammatical Accuracy: Ensure that the ad text adheres to grammatical rules and accurately reflects the content of the landing page.
- Compliance with Policies: Ads must promote products and topics that comply with Telegram Ads' advertising policies and guidelines.
Additionally, ensure that you have added a valid URL to the landing page in the settings to avoid encountering an "URL invalid" error during the ad text filling stage.
These guidelines will help maintain professionalism and adherence to standards when creating ads for Telegram ADS.
Link in the ad and preview
An ad can direct users to various destinations such as a website, a public Telegram channel, a chatbot, an app, or a post in an open channel. The specific link must be added to the URL you want to promote field.
Additionally, you have the option to include UTM tags in the link leading to the website. In this scenario, the domain of the website will automatically be included in the ad title, although the accompanying text can be customized as desired. It's important to note that shortening the link or sharing it on social networks is not permitted within Telegram Ads.
Additionally, you have the option to include UTM tags in the link leading to the website. In this scenario, the domain of the website will automatically be included in the ad title, although the accompanying text can be customized as desired. It's important to note that shortening the link or sharing it on social networks is not permitted within Telegram Ads.
If you check the show website picture checkbox, you can pull up an image from the site in the ad or replace it with your own. And in this case, the CPM will automatically increase by 30%.
After adding the link, a Preview Ad link will appear above the text to preview the ad — by clicking on it you can see how the post will look in the channels
The CTA button is not editable, the text is set by Telegram itself, depending on where the link leads:
if in the channel — "View channel";
in the chatbot — "View bot";
to a post in a channel or bot — "View message";
and if to the site, then by default "Follow the link", but this text can be changed: more than 10 options are available, among which — Buy, Sign Up, Order, Leave a Request and others.
Please note that you cannot misinform users, for example, advertise one thing, but lead to a channel with a different topic.
if in the channel — "View channel";
in the chatbot — "View bot";
to a post in a channel or bot — "View message";
and if to the site, then by default "Follow the link", but this text can be changed: more than 10 options are available, among which — Buy, Sign Up, Order, Leave a Request and others.
Please note that you cannot misinform users, for example, advertise one thing, but lead to a channel with a different topic.
Telegram Ads: CPM, budget planning, general and daily budget
Advertising in Telegram Ads is paid according to the CPM (Cost Per Mille) model, that is, the rate is assigned and deducted for 1000 impressions.
The minimum price in Telegram Ads per thousand impressions is 1.5 € in all subjects except Politics & Incidents — here the cost of a thousand impressions is now 0.75 €. Advertisers participate in an automatic auction: whose bid is higher is shown.
We recommend starting with a minimum CPM, but if you notice that an ad has few impressions or a competitor is advertised in channels with the right topic, then it is better to raise the bids in the next campaign.
Using the Daily views limit per user option, you can limit the number of impressions per user per day to a maximum of four. Important: the impressions are not unique. The system counts a new impression every time a user sees an ad.
Initial budget is the money that the advertiser is willing to spend on a specific Ads for the entire time of his work. The ad will be displayed until the entire budget is spent. There is no minimum limit, but at first it is better to set a budget for only 2-3 days so that it is easy to track spending. After the ad is launched, it can be adjusted, so it is called the initial one.
Daily budget will help you control impressions for the right time, as well as protect against sudden overspending.
Daily budget will help you control impressions for the right time, as well as protect against sudden overspending.
Show schedule
Next, choose whether the campaign should start working immediately after it passes the moderation check, or should wait for the launch by a specialist. In the first case, you can set the completion date, and in the second case, you can also set the launch date.
Next, set the schedule of impressions, to do this, check the box in the Ad Schedule.
And then set up a work schedule. The days of the week are arranged vertically in the table, and the hours are arranged horizontally. And at the bottom, when targeting users, you can set what time the system should focus on: the user's time zone or the one you set.
Setting up targeting
Telegram Ads has two targeting groups: for users (Target Users) and for channels (Target Channels). You can switch between them in the upper right corner.
For a single ad, you can target only channels or users. In addition, if you target channels in one ad and users in another ad, they will be able to compete for impressions in channels that match the parameters in both targeting groups.
Targeting users
This group of parameters includes the choice of the target location, the language of the Telegram application, user interests, and audience segments. You can also exclude interests and segments here.
Geotargeting
Target Countries and Target Locations — this is targeting by country, area, or specific city of the user. Ads will be seen by people whose IP is associated with the selected location right now. Ads can appear on any channel, regardless of the subject.
If a person uses a VPN or leaves the target city for a short time, they will not see the advertisement.
To set up geotargeting, you need to first select a country, and then a city
If a person uses a VPN or leaves the target city for a short time, they will not see the advertisement.
To set up geotargeting, you need to first select a country, and then a city
To select cities, start typing the name of the city or district.
Important! There is no user counter in the ads account, so if you are targeting cities and areas with a small population, make sure that your ad gets enough impressions.
Important! There is no user counter in the ads account, so if you are targeting cities and areas with a small population, make sure that your ad gets enough impressions.
Target user language
Target user Languages - this is targeting by the language of the Telegram application. This parameter allows you to more accurately determine which language is preferable for the user.
You can select a language from the drop-down list. To find the right one faster, start typing its name
Channel targeting has a similar parameter, but it determines the language in which the content in the channel is released.
Target topics (or interests)
This is an analogue of targeting by user interests. They are determined by the subject of the large public channels to which a person is subscribed.
How it works: if a user subscribes to large channels from the Real Estate theme (the channel theme is determined automatically by the content of publications), the system concludes that the person is interested in real estate. By selecting the Real Estate theme in the Target Topics field, we will show ads to this person in any channels that he reads, for example, in company blogs or celebrities.
If you check the box with topics, the system will search for users who are interested in all the specified topics.
If you check the box with topics, the system will search for users who are interested in all the specified topics.
Target channel audiences
This type of targeting allows you to reach subscribers of the added channels throughout Telegram. They will see ads in other public channels.
Target device type
This parameter allows you to segment the advertising audience by device type. There are five options available: All devices, iOS, Android, Desktop and Mobile.
Exclusions of topics, channel audience and political channels
Here you can exclude users with certain interests, subscribers of selected channels, and prohibit ads from being shown in channels about politics and incidents.
Target Channels
Target channel languages defines the language in which content is published in channels.
Important: the language and subject of the channels must be combined. That is, if you plan to show ads in channels on a specific topic, you need to choose the language of the channels. But the "language + specific channels" bundle cannot be used, since with such settings, the ad will be shown in all existing channels in this language, and in addition in selected channels.
The recommended number of addresses of the target channels to be added is less than 10, in order to properly analyse the performance
Exclusion of topics and channels
Here you can set topics and channels in which you do not need to display ads.
Here you can set topics and channels in which you do not need to display ads.
4 Ideas for Effective Channel Targeting
- Target Your Own Channel: Utilize your own channel to display ads, effectively displacing competitors' ads from reaching your audience. This ensures that your audience is exposed to your content rather than that of competitors.
- Target Competitors' Channels: Target channels belonging to your competitors to attract their subscribers. By strategically placing your ads in these channels, you can entice users who are already interested in similar content or products.
- Target Channels in Your Niche: Direct your ads towards channels that align with your niche or industry. For instance, if you sell clothing, target fashion blogs, shopping mall channels, and other relevant platforms where your target audience is likely to engage.
- Target Related Topics: Identify channels related to topics that may interest your target audience, even if they are not directly related to your product or service. For example, if you offer drawing courses for children, consider targeting channels about parenting, education, or child psychology. Understanding your potential customers' interests allows you to effectively reach them through relevant channels.
By implementing these targeting strategies, you can optimize your ad placements to reach the right audience and maximize your campaign's effectiveness.
The final step in creating a campaign
When all the targeting is set up, accept the terms of use of the platform and click "Create an ad".
When all the targeting is set up, accept the terms of use of the platform and click "Create an ad".
Please note that you will not be able to change the targeting after that. But you can copy the text using the Create a similar ad link next to the name of the ad. This is useful if you need to create multiple ads with different targeting.
What’s next
The ad may have the following statuses:
- Stopped: The ad is shown for all new ads without a budget and in situations where the allocated funds have been depleted.
- In Review: Indicates that the ad is currently under moderation and its approval status is pending.
- Declined: The ad has been rejected. To view the reason for rejection, you need to open the ad.
- Active: The ad is running smoothly and is currently active, reaching its intended audience.
- On Hold: The ad's display has been paused temporarily, but it can be resumed later if desired.
Understanding these statuses can help advertisers monitor and manage their ads effectively on the Telegram Ads platform.
To submit an ad for moderation, you need to top up your advertising account. To do this, click the Budget field on the main page.
In the field that appears, you need to specify the amount in euros that you are ready to spend — after launching the campaign, the money will be debited from your balance.
In the same section, you can edit the CPM — increase or decrease the price per thousand impressions. To do this, click on the CPM value.
In the field that appears, you need to specify the amount in euros that you are ready to spend — after launching the campaign, the money will be debited from your balance.
In the same section, you can edit the CPM — increase or decrease the price per thousand impressions. To do this, click on the CPM value.
After the ad is launched, you can reduce or increase your budget. To do this, you need to click the ad itself and go to the Budget tab.
Also on the ads tab, you can view the transaction history, ad expenses, and any budget adjustments.
Also on the ads tab, you can view the transaction history, ad expenses, and any budget adjustments.
Ad statistics
We have figured out how to run ads in Telegram Ads. It's time to talk about evaluating the effectiveness of campaigns.
The main campaign metrics are available in the table on the main screen: views, clicks on an ad or a button in it, number of subscribers or bot launches (Joined), CTR, CPM, CPC, cost of subscribing or launching a bot, expense, budget, targeting, etc.
On the Statistics tab, you will see an overview of the campaign, such as the date the ad was created, the price per thousand impressions, the budget and the number of views.
Common reasons for ad rejection
Understanding and addressing these common reasons for ad rejection can help improve the chances of successful moderation on Telegram Ads.
- Imperative Mood: Ads using imperative language, such as commanding users to "Subscribe" or "Buy," are commonly rejected to maintain the natural flow and non-intrusiveness of advertising on Telegram Ads.
- Excessive Emoji Usage: While ads with one emoji are typically acceptable, those with multiple emojis may face rejection. Limiting the use of emojis can increase the likelihood of passing moderation.
- Excessive Exclamation Marks: Including more than one exclamation mark in an ad may lead to rejection. Consider replacing additional exclamation marks with periods for a more balanced tone.
- Exaggerated Claims: Ads containing exaggerated claims like "the best" or promises of life-changing outcomes may be rejected. It's important to maintain a realistic and credible tone in advertising content.
- Non-Functional Bots: Ads directing users to non-functional bots, or bots that fail to respond correctly to the /start command or lack essential information, are likely to be rejected. Ensure that bots are properly configured and able to interact with users as expected.
Understanding and addressing these common reasons for ad rejection can help improve the chances of successful moderation on Telegram Ads.
4 reasons why it is easier and more profitable to run Telegram Ads with NAS Digital
1.Proven expertise with Telegram Ads system and delivering results for a large portfolio of worldwide clients across many industries
2.Step by step support with launching first campaign, passing moderation and producing results
3.Competitive commission rate
4.For agencies or freelancers, a reward of up to 5% of customer turnover each month
2.Step by step support with launching first campaign, passing moderation and producing results
3.Competitive commission rate
4.For agencies or freelancers, a reward of up to 5% of customer turnover each month
Any other questions? Contact us and we will help you launch advertising on Telegram
- Moderation Features: Understand the criteria and process involved in ad moderation.
- Post-Launch Actions: Once the campaign is live, take necessary follow-up actions.
- Submission for Moderation: Submit your ad for review and approval.
- Setting Up Targeting: Define your target audience and specify the criteria for your ad's reach.
- Budget Planning: Determine and allocate your budget accordingly.
- Creating an Ad: Initiate th e ad creation process.
Feel free to contact us:
NAS Digital Limited
Registration No.742098
Dublin, Ireland
Working hours:
Monday - Friday 9 a.m. to 6 p.m. Dublin timeThis website uses cookies to ensure you get the best experience
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