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How to advertise on telegram


2 Best Ways to Advertise on Telegram in 2022

Find Top Telegram Channels, Create Ad campaigns and run them.

Today we will talk about how you can find and advertise your product or service on different Telegram Channels or Groups.

Summary

  • Telegram offers three ways with which you can advertise: manually, Telega, and Telegram ads platform.
  • Find Top Telegram Channels with different niches using Telega

What is Telegram?

Launched in 2013, Telegram fully encrypted cloud messaging service and the most famous alternative to Whatsapp. It is currently ranked second in the social networking category in the App Store.

There are currently 500 million active users of Telegram messenger worldwide. Asia is where Telegram is more prominent, but its popularity is growing worldwide.

What are the different ways to advertise on Telegram?

  • Manual: You can put up your advertisements. You must identify active channels free of telegram advertisement bots to accomplish this. Growth of the channel and post coverage are the primary criteria.
  • Exchange: It is the most convenient way of advertising. The exchange has pre-moderated channels. The channel owner submits an application for moderation; they review it and determine whether it fits their catalog. The catalog adds about 30% of all applied channels. Since it has gathered active channels, it quickens the process.
  • Official: This is a built-in Telegram advertising account in which you must deposit a certain balance to get started.

Also Read: 10 Best Telegram Channels to learn Coding

How to Find the best Telegram channels and run Ads?

You can sign up for Telega if you run a Telegram channel and begin running ads there. In order to have your advertisement broadcast on Telegram channels or bot, you can submit it to Telega. io.

This platform provides a tool, the Telegram Ad platform, which creates sponsored messages in public one-to-many channels with more than 1000 subscribers.

Besides, it allows you to manage your ads and budgets easily, choose where your ads will be displayed, and monitor their performance.

How to set up an advertising campaign on Telegram?

  • Next, you need to identify your target personas and market to reach your target audience.
  • Interests: Telegram does not offer geotargeting, but all channels and bots are divided by topics.
  • Languages: You can concentrate on your audience by channeling language alongside interests.
  • Geolocation: Segmenting users based on their location is practically impossible. Instead, there is a search by city name as a quick life hack. Some channel owners use city names in the titles of their channels.
  • Integrating advertisements into a channel’s content uniquely makes them more engaging to the audience. Three categories of native advertisements exist:

1 . Advertising post: Advertising posts are formed by three main components: text, picture, and Link.

2. Native post: This type of post mixes relevant information for readers with a mention of the sponsor. Its benefit is that it is information that is still valuable even if the sponsor isn’t mentioned. Its educational value makes users more devoted to this type, including telegram-free advertising channels.

3. Forwards: The news or video must initially be posted on the “parent” channel. This post gets reposted by other channels to increase viewership.

  • Budgets for testing are varied for each campaign. Consider starting with a sum that you are willing to take a risk.

Furthermore, you can use specialized services like Telemetr to examine the Telegram audience.

How to choose Telegram channels?

The services of Telega allow you to choose channels with an understanding of your target audience based on the following two main parameters.

  • Subscribers: is defined as the current total number of members of a group/bot/channel.
  • Engagement rate(ER): The percentage of the audience that interacts with the channel’s content is shown by the engagement rate (ER) statistic.

ER is calculated as follows: Total Impressions / Total Subscribers * 100%

Also Read: 10 Best Cryptocurrency Bots on Telegram [Get Now]

How to create an effective advertising post on Telegram?

  • As mentioned above, an advertising post consists of three parts: text, image, and Link.
  • Advertising text can also be further subdivided into 3 parts: an attractive Heading, the Main body that explains your product’s benefits, and Calls to action, which is the final part that encourages users to go and check your channel.
  • Advertising posts are limited to one image or gif no larger than 5 MB. Channel owners do not welcome more visuals.
  • You can add more than one Link in your post. If you link to an external source, don’t forget to add UTM tags. You can keep track of analytics with it.
  • In addition, If you want to promote a Telegram channel, use the Invite Link. Thanks to it, every channel or bot can track subscribers effectively.
  • Recently, the platform has released new advertising formats, including video and audio messages.
  • You can use tools like Bit.ly, Google Analytics, etc., a URL shortener service that enables users to trim webpage links and track and analyze your campaign performance.
  • Furthermore, these tools allow you to make data-driven decisions and check engagement metrics on your content’s organic shares.
  • With the help of these tools, you can analyze the content that resonates with your audience through clicks, geographic data, and top referring channels.

Telega Fees Review

Telega advertising cost is as follows: it presents a wide range of packages for its users.

  • All the packages offer a manual selection of channels and the development of distinctive strategies and notification of the ads posted.
  • As the cost of the packages increases, the number of features provided also increases.
  • The costlier packages Professional and corporation, provide a detailed report.

Also Read: 40 Best Telegram Channels For Crypto, Movies, Shows, & Lectures

Telegram ads Platform: Fees

  • In the Telegram Ads platform, you can set a CPM (Cost-Per-Mille) and ad budget for the campaign.
  • The CPM or (Cost-Per-Mille) is defined as the cost for one thousand views of your ad. A sponsored message’s minimum CPM is €2.
  • Your ad budget is the fund you allocate for a particular sponsored message. The sponsored message will keep appearing until it reaches this budget.
  • You can increase or decrease an ad budget as per your wish.

Telega.io vs Telegram ad platform

  • It finds the list of desired channels on Google or in Catalogs.
  • It ensures to look out for fraudulent subscribers on channels.
  • Write to the channel owners to inquire about the cost of publication.
  • Moreover, it makes separate payments to every owner.
  • It takes off a load of Creating and Publishing advertisements.
  • Further, it sends the advertisement to each owner.
  • Lastly, it controls the posting of an advertisement on each platform.
  • Moreover, you can also collect and analyze post-ad metrics that can help you evaluate how successful your advertising campaign is.

Also Read: 10 Best Crypto Telegram Groups

Advantages of using the Telegram Ad platform

  • On Telegram, sponsored messages are limited to 160 characters and displayed in large public one-to-many channels with more than 1000 subscribers.
  • It ensures that no data is mined and analyzed to show ads and that all users viewing a particular channel sees the same sponsored messages.
  • Advertisers can pick out the language and approximate topics of channels as well as specific channels where the ads will be displayed.
  • Moreover, user privacy is maintained as it does not track the profile of users established on their interactions with sponsored messages or other activities.

Conclusion

We find Telega the best platform to advertise on Telegram. It has a great catalog to search Telegram channels based on your requirements and automate the complete advertisement process. It makes it easy for marketing teams to run ad campaigns on Telegram and check the ROI of their campaigns.

Frequently Asked Questions

Q. What is a telegram app?

Telegram is a famous instant messaging platform that is extensively used because of its enhanced privacy and encryption features, as well as its ability for extensive group chat features.

Q. How to delete a telegram account?

You can delete a Telegram account by following these steps.

  1. Go to the website to deactivate Telegram in your browser once it is open.
  2. Include your country code when entering your phone number.
  3. Enter the code that was sent to the Telegram app.
  4. Go to the following page and select “Delete My Account.”
  5. Click “Yes, delete my account” to affirm your choice.

Q. Is Telegram safe?

Yes, Telegram is a safe platform. Telegram is private, encrypted, secure, and independent, which makes it a superior choice to WhatsApp, which data-harvesting Facebook owns.

Q. What are the best Telegram channels?

You can the best Telegram channels on Telega, they have a whole catalog where you can sort based on subscribers to find the biggest Telegram channels.

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How to Advertise on Telegram: Step-By-Step Guide

In this Guide, I will tell you ‘How to Advertise on Telegram?’ Step-By-Step with infographics.

In this post, there are 2 ways to help you advertise on Telegram.

Table Of Contents

  1. 1. Advertising Using Telega.io
    • How to Advertise Using Telega.io?
    • Pros & Cons of Using Telega.io
  2. 2. Advertising Using Telegram Ads Platform
  3. Telegram Advertising Cost

1. Advertising Using Telega.io

Telega.io is a platform that can help you to publish your advertisement on Telegram Channels. It has 3000+ manually verified category-based channels, that can help you to find your targeted audience. You can also create an Ads campaigns to reach a larger audience.

It is a paid promotion platform for telegram.

How to Advertise Using Telega.io?

1. Sign up on Telega.io

Go to telega.io, On the right upside, you will see a button sign up. Click on that button. This will create your account.

2. Enter your mail to sign up.

When you click on sign up a popup will open, you need to enter your mail. And then click on the ‘Create an account’ button. After that enter basic details. And you will get a confirmation mail. Confirm it by clicking the button. Now, your account is successfully created.

3. Select channels of your need.

Now go to telega.io/catalog, Here you will find all channels you can select channels as your wish. In this given picture I have selected two of my favorite channels. To select a channel click on the button given in the red box in the image. Now click on the ‘Add to Cart’ button.

4. Top Up your Balance

Now, to advertise on these channels you have to pay the charge for it. To do that click on the Balance button given upside. Then you can add funds using cards, crypto, payeer, and many other options.

5. Confirming the order

Now, You need to confirm your order. You can add more channels if you want. On the right side you will see how many channels you are adding, followers, views, price, etc. Now, Click on Continue.

6. Creating your ad to publish.

Now it’s time to create your ad. Enter the image & text for your ad. You can choose a custom style for it. After it, Click on ‘Submit for Review’. It will be reviewed to make sure it is properly set up.

Offer for You!

If you Sign Up in telega.io using this link you can advertise on any channel with 10% off! Here is the link:- Telega.io 10% Offer

That’s all!

Pros & Cons of Using Telega.io

PROSCONS
Manually Verified Best Channels2% System Commission
Channel Statistics–
Channel with hot deals–
Best Engagement & Results –

READ ALSO: The Ultimate Guide to Telegram Marketing!

2.

Advertising Using Telegram Ads Platform

Time needed: 5 minutes.

Here is the step-by-step method to promote your ad using Telegram’s official Ads Platform.

  1. Go to ads.telegram.org & Click on Login.

    Go to the Official website and you will see a login button there click on that button.

  2. Enter Your Mobile No.

    Now enter your mobile number with the country code(e.g +1234567890) and click on next.

  3. Confirm Your Login on the App

    Now open your telegram app & you will receive a message from telegram to confirm your login attempt.

  4. Enter Basic Details

    You will automatically login in website. Now fill in basic details for creating accounts like Name, Email, Phone no, Country, etc.

  5. Click on Create New Ad

    You will see a blue button named ‘Create a new ad’. Click on this button.

  6. Enter Information about your post

    Now, you can add your details about the post that you want to promote to different telegram channels. You can include or exclude different channels, choose categories, language, etc. Now everything is done, you can publish it now.

Telegram Advertising Cost

Reach(Campaign Post Views)CategoryPrice (Approx.)
10kBusiness100$
10kEntertainment80$
10kFinance & Crypto Currency110$
Advertising Cost on Telegram Channels

I have explained everything step-by-step. I hope you get it now. In case there’s any issue please let me know in the comments.

Thank you!

READ ALSO: How to Grow Telegram Channel Subscribers from 0 to 47,000?

types, where to order, how to calculate a budget, how to measure efficiency

Almost any business can be advertised in Telegram: IT companies, legal and design services, recruitment agencies, cosmetics and clothing. But for advertising to work, you need to go from goal setting to performance analysis.

This article explains how to run an ad on Telegram and understand how effective it is.

How advertising works in Telegram

You can't set up targeting in Telegram like in other social networks, because there is no ranking feed. But there are other ways to advertise a business: through an advertising account and placing ads in channels and group chats.

How to set up targeted advertising on Vkontakte

Advertising account in Telegram. In the fall of 2021, Telegram launched an advertising account. There, the user can create an advertisement that Telegram shows in public channels with an audience of more than 1000 people. The ad looks like a regular message, and users see it as the last post in the channel.

Register in the Telegram advertising account

In the example on the screen - channel advertising in Telegram

Advertising in channels and group chats. The bottom line is that you place advertisements in other channels and chats. Such advertising can be free and paid.

Free advertising - when companies with a similar audience advertise each other, this is called mutual PR.

A marketing agency and a channel about business news advertise each other in their Telegram. Both channels receive subscribers and do not pay for advertising.

It is important that the channels do not compete with each other. For example, if two marketing agencies participate in mutual PR, they will compete for potential customers.

Paid advertising - when a business pays for a post in another channel. Next, we will only talk about paid advertising.

How to run ads in channels and group chats

Here is a step-by-step algorithm for how to run ads in channels and group chats:

  1. Decide on your goals.
  2. Analyze the audience.
  3. Find channels and chats to advertise.
  4. Analyze the quality of channels and chats.
  5. Negotiate with the administrator on the placement of advertising.
  6. Prepare an advertisement.
  7. Analyze efficiency.

Next, we will analyze each step in more detail.

Step 1. Set goals

Advertise the product. Let's imagine that a marketing agency advertises its website where you can order services. To interest the audience, the agency needs not only to tell about the site and services, but to give a discount or individual conditions. For example, you can offer new customers a free site audit or launch an advertising campaign at a reduced price. In this case, it is more likely that people will be interested.

To attract buyers, companies offer to buy cosmetics at a discount and with a promotional code

It makes sense to attract subscribers to your channel if content marketing works for you. The bottom line is that at first people subscribe to the channel and read useful information, and over time they become your customers.

A marketing agency in its telegram channel writes about business promotion on the Internet. Entrepreneurs subscribe to the channel to learn how to advertise their products and services. Over time, entrepreneurs begin to trust the agency and order services. The agency has a growing number of clients and income.

Step 2. Analyze the audience

At this stage, it is important to understand who your real and potential customers are: where do these people work, what is their income and what are their interests. Without audience analysis, there is a risk of spending money on advertising, but not getting the desired results.

How to analyze the target audience

❌ No ✅ Yes

↓

People with different interests subscribe to news channels. The probability that someone needs a metal tile is small, so there is a risk of spending money and not getting results.

↓

These channels are subscribed by people who are interested in construction and repair. Most likely, advertising will work and the company will increase the number of customers

An advertising agency is engaged in content marketing and wants to attract subscribers to its channel. To do this, the agency places ads in the channel about interior design.

↓

An interior design channel is unlikely to have the right audience, so the agency risks spending money and not getting the desired number of subscribers

An advertising agency is engaged in content marketing and wants to attract subscribers to its channel. To do this, it places ads in marketing channels.

↓

Most likely, the marketing channels have the right audience and the agency will be able to attract subscribers to its channel

Step 3. Find channels and chats for advertising

Channels and chats can be searched by recommendations, keywords and with the help of special services.

As recommended. The easiest way is to ask entrepreneurs you know where they advertise their business. If they have a similar direction and the audience suits you, you can contact already verified channels.

Key words. Let's say an advertising agency plans to advertise in marketing channels. To search for such channels, you can use keywords, such as "marketing", "advertising", "business promotion".

To find thematic channels and chats, write a keyword in the search bar, for example "marketing"

With the help of special services. One of the popular services is TGStat. Here you can view selections by topic and major cities and select channels suitable for advertising.

Search for channels and chats through TGStat

Each collection shows how many channels the service offers. For example, 552 channels were found in the English language topic, and 98 channels were found in the Russian language topic. So you can evaluate the effectiveness of the promotion. Gradually, you can increase their number and simultaneously place ads in several channels.

Step 4. Analyze the quality of channels and chats

When you select channels for advertising, you need to make sure that subscribers are not cheated and read posts. Special services will help with this, for example, in the same TGStat. It shows how the number of channel subscribers changes and the reach of posts.

How the number of subscribers changes. It happens that channels wind up subscribers - these can be non-target users or bots. For example, if a channel grew from 100 to 10,000 subscribers in a day, this is most likely a scam, and running ads in such a channel is inefficient. The service shows how the number of subscribers is growing or decreasing and whether there are sharp spikes.

The graph shows that the growth of subscribers is smooth. Most likely, the audience of the channel is not cheated

Post reach shows the percentage of users who usually read posts. For example, if a channel has 1,000 subscribers and typically 300 people read posts, then the average reach is 30%.

“A coverage of 30% is considered normal. If the average coverage of a publication is more than 50%, we immediately buy ads in that channel. This is a good indicator, which can be seen infrequently.”

Maxim Avdeev

Head of design studio MAX

If a channel has a lot of subscribers and a small reach, this may indicate cheating. If you advertise in such a channel, there is a risk of spending money and not getting the desired result.

Step 5. Negotiate with the administrators on the placement of advertisements

When you have analyzed the channels and selected the appropriate ones, you can agree with the administrators on the terms of placement. Contacts are usually listed in the channel description.

The channel description usually indicates how to contact the administrator and where to find out about the conditions for advertising.

You need to discuss the cost and time of advertising with administrators.

The cost of advertising depends on the subject and quality of the channel, the number of subscribers and personal ambitions of the administrator. The run-up is large - for example, the cost of posting one post can be both 500 ₽ and 300,000 ₽. If you are just starting to advertise a business on Telegram, we advise you to start with a small budget - up to 10,000 ₽ per post. So you can place ads in several channels at once, and then compare the effectiveness of each of them.

Advertisement placement time. On weekends, people read Telegram less, so the effectiveness of advertising is usually lower. At the start, we advise you to discuss with the administrators the publication on weekdays and at the time when people most often scroll through the channels, for example, in the morning at breakfast, at lunchtime or after work.

Step 6. Prepare an advertisement

At this stage, you need to think about how to interest the audience and how to prepare for the analysis of advertising effectiveness.

Engage the audience. In most cases, people do not pay attention to advertising, so you need to think about what interesting things you can offer them. For example, if an advertising agency sells services, you can offer a discount, and if you attract subscribers to your channel, you can promise a checklist for promoting your business on the Internet.

“We promote the studio's channel in the design communities because designers often recommend our studio to their clients.

In order for designers to subscribe to our channel, we provide a link to a free bot that shows how the studio works from the inside. This is how designers subscribe to the channel and then recommend us to their clients.

Another purpose of such advertising is to look for designers who will work in our studio. They subscribe to our channel, and when we post a vacancy, we get 1,000 responses. There we pump the HR brand and can choose among hundreds of specialists. ”

Maxim Avdeev

Head of design studio MAX

It is important to understand what will be interesting for your audience and meet your goals. For example, if an advertising agency sells services directly, it makes no sense to offer a checklist for online promotion. In this case, a discount will work better.

Prepare for advertising effectiveness analysis. We'll talk more about advertising performance analysis later, but for now it's important to make sure you can track the number of subscribers or buyers from a particular ad.

If you are selling a product, you can place a promo code in your ad that will give buyers a discount. For example, if you advertise in five channels at once, come up with different promotional codes for each of them.

If you are attracting subscribers to your channel, create unique links for each ad that users will follow to your channel. To do this, open Telegram on your computer, click on the header of your channel, in the upper right corner click "Edit" → "Invitation links" → "Create a new link". For each link, you can come up with any name that only you will see, for example, "Ad 1". This is convenient if you place ads in several channels at once.

Now you can track which ad performed best, more on that later.

In the Telegram application on a computer, you can create as many unique links to your channel as you like

Step 7. Analyze the effectiveness

To understand how effectively an advertisement worked, it is important to evaluate its results. Metrics are different, but we recommend that a beginner pay attention to the number of subscribers or buyers and their cost.

Number of subscribers or buyers. The number of buyers can be tracked by promotional codes that people call when buying.

The number of subscribers can be checked using the analysis of unique links, we talked about them above. To do this, open Telegram on your computer, click on the header of your channel, in the upper right corner click "Edit" → "Invitation Links". In the "Additional links" section, you can see how many people subscribed to the channel for each of the links.

The screenshot shows that most of the subscribers came from the link "Advertising 2"

Subscriber or customer value. Even if you got a lot of subscribers or buyers from one ad, it's too early to talk about the effectiveness of advertising. Now you need to analyze their cost:

For example, you spent 10,000 rubles on advertising, after which 200 people subscribed to you. Subscriber cost: 10000 / 200 = 50 ₽.

Each niche has a different cost of a subscriber and a buyer, so you have to test.

“Usually, the cost of a subscriber is 80-100 ₽. But once we held a contest - we gave away MacBooks for subscribers. Then we got the cost of a subscriber - 20 rubles, in our niche it's inexpensive.

Maxim Avdeev

Head of design studio MAX

If you see that the cost of a subscriber or a buyer is too high, most likely this channel is not suitable for you to advertise.

Main

  1. Business can advertise in thematic channels and chats.
  2. Before launching an ad, it is important to define your goals, analyze your audience, and find the right channels and chats.
  3. The advertisement must interest the audience. For example, you can offer a discount on a product.
  4. It is important to analyze the effectiveness of each advertisement. The main metrics are the number and cost of subscribers or buyers.
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how to set up and run ads

In Business Secrets, we tried to promote our telegram channel through targeted advertising. We like the result: we managed to get subscribers for 150 ₽. This is two times cheaper than the cost of subscribers through crops in Telegram channels. There, the average cost reached 340 ₽.

65 million

So many Russian users in Telegram — Mediascope, May 2022

You can also launch a target in Telegram and optimize your advertising budget. In this article, we will tell you what you need to launch and how to set up advertising so that it pays off.

Are you ready for promotion in Telegram?

To prevent wasted money, we advise you to prepare:

  1. Set a clear goal.
  2. Calculate budget for promotion.
  3. Study the audience.
  4. Map segments.
  5. Consider communication for all segments.
  6. Think over the funnel.
  7. Create creatives for all segments.
  8. Prepare site for traffic.
  9. Prepare to process applications.

How to prepare for an advertising campaign.

Why buy targeted advertising from Telegram

There are two options for advertising a business on Telegram: through crops and through targeted advertising.

Crops in Telegram - advertising in Telegram channels through their owners. You choose a channel that has a target audience for your product and negotiate with the channel administrator to place ads.

How to advertise a business in Telegram through crops

Target in Telegram is an advertisement that is shown by messenger algorithms in thematic channels. The business connects the Telegram advertising account through an agency or advertising payment service and chooses where to show the message.

Crops and target solve different problems and suit different businesses. For example, the target is not suitable for entrepreneurs who do not have 3,000 € per year for promotion in Telegram. At the exchange rate for November 2022, 3,000 € is 185,000 ₽. This is the minimum budget, without which there will be no access to the advertising account.

Gathered in a table the main differences between advertising formats in Telegram.

Crops Target
You can place a post with a link that leads to your website or another social network You can only place an ad with a link that leads somewhere in Telegram: to a chatbot, to a post or to a channel. External resources are not allowed
For each advertising campaign, you need to look for suitable bloggers and negotiate with them about placement You need to figure out all the rules once and connect an advertising account, and then just select specific channels or topics
We need to ensure that all posts come out within Advertising itself appears when the announcement is moderation
We need to request statistics from bloggers Classes with statistics
, so the budget depends on what price tags are called - maybe 1000 ₽, or maybe 100,000 ₽ Budget from 3000 € per year. With a smaller budget, the advertising account will not be connected
You can write a long text and put a picture or video to hook a potential client You can leave one message for 160 characters with spaces without pictures, lists and divisions into paragraphs
You need a separate manager who will deal with crops You can set everything up yourself in an hour or two
Advertising for some time at the end of the message feed in the most visible place. In a day or a couple of hours, it can be deleted or other posts released Advertising is always at the end of the message feed in the most visible place
Each blogger has his own moderation rules. For example, they often rewrite the text to fit their style One set of advertising system rules

What can not be advertised in Telegram

Not everyone will be able to use targeted advertising in Telegram. Even if the company has enough budget, it can sell a product that cannot be advertised in the messenger, or violate other messenger rules.

Let's give the most non-obvious examples. Can't advertise:

  • newly created channels and channels that rarely post;
  • products or services that do not match the topic of the promoted channel. For example, you have a channel about online education, and you decide to promote a post about highchairs for children - this will not pass moderation;
  • fast food and fast food chains;
  • fireworks and petards;
  • lotteries, casinos, gambling;
  • programs for cheating and hacking.

Still not allowed to advertise alcohol, tobacco and many other things. Read the full list of restrictions on the Telegram website in English or translated by Aitarget One. But keep in mind that the examples there are not exhaustive: if your specific case is not in the examples, this does not mean that you will definitely pass moderation.

What can not be advertised in Telegram

How to connect the Telegram advertising account

You can connect on your own, but this is only suitable for large companies. To do this, you need to register on the website of the Telegram advertising platform and fill out an application there. And when it is approved, two million euros will be deposited into the account of the advertising office. One will go to advertising, and the second as a deposit. The deposit will be returned only if you spend 10 million euros per year.

If there are no free two million euros, you can use the help of an agency or service that has access to the site. In October 2022, they are doing this: Aitarget One, eLama, Click.ru.

The cost of connection for all contractors is approximately the same - 4140 € - this is about 260,000 ₽. This amount includes the agency commission, VAT and the advertising budget itself - 3000 €. That's how much they pay for a year, and you can spend at least 5 € a week, at least all 3,000 € at once - as you wish.

We will describe the process using the example of the Aitarget One service. What do we have to do:

How to connect the Telegram advertising account

  1. Register in the service.
  2. Leave a link to your telegram channel or chat bot, as well as the channel language and topics you want to use for advertising.
  3. Next, your data will be checked in Aitarget One to understand whether the business, telegram channel or bot fits the rules of the advertising account. If something is wrong, they will tell you right away.
  4. Specify advertising budget: from 3000 €.
  5. Write the TIN of a company, entrepreneur, self-employed person or individual to immediately receive an invoice for payment with these details.
  6. Specify the method of receiving closing documents: through electronic document management, mail or courier.
  7. Specify the Telegram profiles of those who will be engaged in targeted advertising and make them public: if a person cannot be found through the search and invited to the channel and group, nothing will come of it.
  8. Enable two-factor authentication for everyone who targets in Telegram and do not log in anywhere through the messenger profile.

After you have connected access to the advertising account, you can set up advertising. For this you need:

  • make an announcement;
  • specify where to take the user from the ad;
  • set the rate and budget;
  • select in which channels to show ads.

In the following sections, we will analyze each step in more detail.

In October 2022, the advertising account interface is only available in English, but it is simple and short

How to create an ad

The ad format in Telegram is text with no more than 160 characters, no pictures, videos, lists and line breaks.

To make it effective, we advise:

  • do not violate the Telegram requirements for the text, otherwise the moderator will not let the ad pass;
  • place one thought in one ad;
  • Emphasize how your offer solves a potential client's problems.

Telegram requirements for text. We will give the most non-obvious examples of requirements. A detailed list can be found on the Aitarget One blog or on the Telegram website if you speak English.

What not to write in Telegram ads

Restrictions in text formatting:

  • do not break lines and use lists;
  • text no longer than 160 characters with spaces;
  • do not capitalize words, for example, THIS IS SO;
  • don't use emoji to draw attention to something, like pointing finger emoji 👉 at a button;
  • do not overuse exclamation marks and emojis: for example, more than two exclamation marks or emoticons may not be allowed.

What not to write:

  • imperative: "Subscribe", "Play with me", "Break the fence";
  • appeal to you: “Are you sleeping? Subscribe";
  • wording that is misleading: "You have won a prize", "Congratulations", "You have become the 100th subscriber";
  • references to personal preferences and derived pronouns: "We know what you like";
  • repetition of phrases and words several times: “A channel about birds. In the channel about birds, we tell how birds live. There are also tips on how to build a bird feeder in the channel about birds”;
  • grammatical and punctuation errors: "We are developing custom-made websites."

How to link:

  • Only one link can be promoted in a message;
  • you can't use link shorteners;
  • the link can be duplicated only once so that it is in the button and in the text via @.

If you submitted an ad for moderation but broke one of the rules, a notification will appear in the ad message with a link to the rule you violated:

It says that the ad has been rejected and that you should pay attention to the text formatting rules

You can edit the ad and send it for moderation again. Aitarget One has a table with common causes of refusal and their elimination - we advise you to go through it before submitting an ad for verification, or after the first attempt to pass moderation. If you have connected an account in an agency or service, they can help you with moderation there.

How to understand what went wrong during moderation

One message, one thought. You only have a couple of lines to keep the user interested. If you describe more than one thought, a person may get confused or not see the value for himself.

❌ A few thoughts ✅ One thought
Tikhon farm.
We sell meat without harmful additives [1]. We hand over equipment to farmers [2] 		Farm "Tikhon".
We show how to cook chicken so that it is soft and juicy
Donovo agency.
Articles, news, reviews [1]. Analysis of typical mistakes of entrepreneurs that lead to cash gaps and losses [2]. Hosted by Oleg Palych, financial director of a consulting agency [3] 		Donovo agency.
The financial director of a consulting agency shows the mistakes of entrepreneurs that lead to cash gaps

If you cannot fit an advertising message into 160 characters, use the Glavred service. It will highlight where the text is superfluous, and you can shorten it.

Glavred

Show the problem and solution. Your potential customers have some problems: they don’t have enough free time, they can’t accept online payments, they need something to do with their child, they’re bored or something else. To make the ad work, make it clear that you know about the user's problems and show that you can help. We wrote more about this approach in the article about Jobs To Be Done.

How to promote a product with Jobs To Be Done

❌ Showed nothing ✅ Showed the problem and solution
Channel about useful science and boring culture. The intellectual magazine “Want” answers really important questions 		“Want” magazine.
Channel about science and culture without water. Let's tell you why we received the Nobel Prize - 2022 and why everyone loves Timothée Chalamet
Galya box office.
Internet acquiring from Gali. Clear. Technological. Yours 		Galya cash desk.
Internet acquiring for individual entrepreneurs and LLC. You can accept payments even without a website: just send links to customers on social networks

When we promoted the Business Secrets telegram channel through targeted advertising, we tried many messages, but this one worked best:

“Shh, Business Secrets @tinkoffbusiness

News, experiences, ideas and motivation are what we share in our business media. We invite you to our community."

We have a free course on how to write for business. In it, we tell you how to write promotional messages. The author of the course is the famous chief editor and author of books about editing Maxim Ilyakhov.

How to write sales texts

Where to lead a person from advertising

Telegram forbids placing links to the site in advertising. There are only three options for where to lead people:

  1. Chatbot.
  2. For a specific post.
  3. To the telegram channel.

We recommend trying all the options to see what works best.

Chatbot. If you select a chat bot, the advertisement message will have a "Launch Bot" button. By clicking, a person will go to a bot that will ask questions and offer answers. The bot can be used to create a quiz that will help a person see the benefits of your product. We wrote more about this in a separate article.

How to start a chatbot

Specific post. If you select a specific post, the message will have a "Read Post" button. This can be used, for example, to offer one product that will appeal to everyone you show your ad to.

The company has released a new microphone and launched advertising on telegram channels with the topics "Marketing and PR" and "Media". In the post, you can talk about the advantages of the novelty for media professionals: what is the noise-to-signal ratio of the microphone, how does it sound, in what situations it works best, and so on. And at the end of the post - to encourage everyone to leave applications for pre-order in the comments.

Telegram channel. If you select a telegram channel, the message will have an "Open channel" button. You can use this to promote your channel or introduce customers to your products.

If you try this option, prepare a telegram channel.

Promoting the channel → republish the most interesting post or make a selection of posts.

Introducing the products → describe your business in the last post or offer to buy something at a discount.

How to put links in a post, channel and chatbot to pass moderation

If your goal is to collect applications, you might want to leave a link to the landing page in the chatbot or in the channel's latest posts. Links by themselves do not equal a bounce, but whether your message passes moderation depends on the specific case.

Let's say that when there are links in a channel in each post or several times in a post, it usually means that the channel is used only for displaying ads. As a rule, this is true, but it happens differently. To find out what case you have, just go through moderation, and it will be visible there.

What bid and budget to indicate

Let's analyze two fields in the lower left corner of the advertising account: bid and budget

Bid - the amount of money you want to spend per thousand impressions.

The size of the bid affects the effectiveness of advertising. Let's say you launched an advertising campaign with a bid of 2 €, and the account shows that ads are rarely shown, the budget is spent slowly. This means that another business has now launched ads on the same channels as you, and their rate is higher. To make your ad appear more often, you need to increase your bid.

Be careful with your bet size. The more you bid, the higher the chance that you will not only win the auction, but also overpay. You can run a test ad campaign with a €2 bid. If you see that there are enough impressions and you get what you wanted, then let it be. If ads are rarely shown, you need to raise the bid until you see the desired result.

“On platforms that work by auction, you can use a trick: use a fractional number, for example, not 2 €, but 2.01 €. If you bet at least a cent above the minimum bet, you can outplay those who set the minimum. It is impossible to say exactly how many competitors at the auction will be able to get ahead of, but some will definitely work out. And a couple of cents will not greatly affect the overall budget.”

Julia Beketova

Marketing Lead, Aitarget One

Budget is the amount of money you are willing to spend on the entire advertising campaign. The reserved budget runs out - the advertising campaign ends. It is impossible to set an exact end date, there is no daily budget. If you want to continue the campaign, it is enough to increase the budget.

To find out what budget to specify, you need to set a clear goal and figure out how much the target action or subscriber costs. We wrote how to do this in an article about preparing for an advertising campaign.

How to set a goal and calculate a budget

How to choose in which channels to show ads

In this part of the advertising account, you can set the parameters of the channels where your ads will be placed

In Telegram, you can’t show ads to people of a certain age, gender and location. You can only select criteria for telegram channels in which your message will be played.

There are three main settings:

  • for language;
  • by topic;
  • through specific channels.

Let's analyze each type of settings and how they can be combined.

By language. You can choose Russian. Then your ad will be seen in all channels where posts are written in Russian. Maybe in the future it will be possible to publish ads in other languages.

You can only choose the language if your product is for a wide audience: movies, smartphones, furniture.

You sell smartphones, headphones and other accessories for them, and the assortment has everything for every budget and taste. If a person uses Telegram, it means that he has a smartphone, and advertising can tell him where to buy electronics.

If your product is not designed for a wide audience, you can refine the audience using the rest of the settings.

If you sell car covers, select "cars" in the topics as well, so that the ads will be shown in all Russian-language channels about cars.

Subject. You can specify the topics of the channels in which you want to see ads: business, pets, books, and so on. In total, you can select 50 channels per ad. If you need more, you can run multiple ad campaigns and add 50 other channels to each.

The more topics you specify, the larger the audience will see the advertisement. For example, if you specified "Movies" and "Cryptocurrency", advertising will be in both the channels about movies and the channels about cryptocurrencies.

It is not necessary to list as many topics as possible. Start from the interests of your audience. If you're selling pet food, list only the category "Pets". If you're selling dog bedding for cars, list "Cars" and "Pets." To find out what the audience is interested in, study it - we wrote about this in a separate article.

Where to find information about the target audience

If the categories of topics are too broad for your business, you can exclude topics that do not suit you or specific telegram channels.

If you have an IT product for investments, but it does not work with cryptocurrencies, you can specify the subject "Investments", and exclude "Cryptocurrency". Then in the channels that Telegram algorithms refer to as "Cryptocurrencies", your ads will not be there.

If you are afraid that you will cut off the majority of potential customers in this way, you can exclude specific channels. This is more painstaking work, but the results will be more accurate.

For specific channels. You can specify links to channels in which you want to see ads. If you specify multiple channels, your message will be visible in each of them. A total of 50 channels can be selected.

If you have already promoted through the crops, you can choose the same channels where you advertised. Just keep in mind - it's not a fact that this will definitely work. In Business Secrets, we tried to promote our Telegram on specific six channels, which gave good results in crops, but they worked worse in targeted advertising. Who knows, maybe everything will be different for you.

Suitable channels are searched through special services: tgstat. ru and telemetr.me. In both services, you can find a list of channels broken down by subject and number of subscribers.

telemetr.me

Which settings do not work together. You can select either theme and language, only language, or only channels. The cabinet will tell you if incompatible settings are selected. For example, if you select a language and channels, the office will ask you to remove the language. Here's what the cabinet says:

Showing how you can set up a target in Telegram, and how not to

How to launch a target in Telegram

Checklist:

  1. Get 4140 € and connect an advertising account through an agency or service that you like best.
  2. Decide why you want to advertise, how much you're willing to spend, and how you'll measure results.
  3. Decide where the ad will lead: to a bot, telegram channel or to a specific post. And - how to help the user complete the target action when he gets to your channel or bot.

    Learn more