“You need to go to Telegram Ads now, while the audience is cheap and you don’t need a big budget,” 4 cases from targeting experts and an overview of 5 services
Telegram Ads have become more accessible. Gone are the days when you had to make a deposit of €2 million to create an advertising account. Already in 2021, it was possible to set up advertising with only 150,000 rubles, but for many, it was still expensive.
In August 2022, many services made it possible to launch advertising with a balance of 10,000 rubles or more — this has already become a more attractive option: affiliates, marketers, targetologists, and channel owners rushed to buy advertising. You could even meet complaints that the cost per click has risen several times due to the influx of applicants.
At the end of August, the minimum amount of the advertising budget was set at €3,000, and it was almost impossible to find cases of successful or unsuccessful promotion.
In this article, we will look at the main services that make it possible to run ads on Telegram. We will also share the experience of a targetologist who bought advertising for his channel, and three speaker cases from the CPA Life conference.
Audience in Telegram
In June 2022, the number of Telegram users reached 700 million. 50 million of them are Russian users.
In 2021, Telegram entered the TOP 5 most popular applications. According to statistics from Sensor Tower, in the first quarter of 2021 alone, the messenger was installed 100 million times. Only WhatsApp, TikTok, Instagram, and Facebook* have more.
For 2021, the main audience of Telegram is men over 18 and under 34 years old. More than half have a salary of 997 $ a month and hold leadership positions.
The Telegram audience is interested in:
news channels — 82%;
industry news - 43%;
entertainment channels — 59%;
educational channels — 55%;
political channels - 59%;
channels of bloggers and stars - 27%;
company channels — 11%;
channels with goods and discounts — 16%;
channels with vacancies — 15%;
darknet channels — 8%;
personal channels of friends — 27%;
internal channels of companies - 13%.
Telegram is prohibited from advertising sexual and shocking content, pirated content, weapons, gambling, tobacco and alcohol, illegal substances, political advertising, and fast food. Caps, imperative mood, Unicode and ASCII encodings, and bulleted lists cannot be used in creatives. The full list of bans can be viewed on the official Telegram website.
Through which services you can run ads in Telegram Ads
Now there are five services on the market that allow you to run ads with an investment of €1,000 or more. These are Eprofit, Elama, Aitarget.one, Click.ru, and Centra. But immediately get ready for the fact that in addition to the amount that you need to put on the balance, you will need at least 35% of this amount on top.
Eprofit offers advertising cabinets Telegram Ads, VKontakte, MyTarget, and TikTok. The minimum budget for work is €1,000. Connecting to the advertising account through an application and communicating with the manager will check the channel for compliance with the Telegram rules.
You can contact me via Telegram or mail - ans@eprofit.me. You can replenish the balance only with a bank card - a commission of 3.5%. The maximum amount per transaction is 3322 $, and per day - is 9967 $. 20% commission is taken by the platform for work + 20% VAT. But this is the only way to start with €1,000 and not with €3,000.
Click.ru
The minimum amount for Telegram Ads in Click.ru is €3,000. To connect to the advertising account, you need to go through moderation, while the money on the balance is reserved immediately. You will also need to provide information about the advertiser: last name, first name, patronymic, mail, phone number, and country.
A commission is charged for replenishment, 15% for the operation of the service, and VAT (20%). For example, at the time of writing the article, the number of commissions exceeded 1246$ (one-third of the replenishment amount).
You can contact support by mail — at support@click.ru, by phone at +7 (495) 989-97-00, or by asking a question to a personal manager who will be assigned to you immediately after registration.
Elama
The minimum deposit amount in Elama is €3,000, but it is possible to use the service for €1,000. This option is available upon the first deposit and you will not be given access to your account but will run ads themselves - according to your instructions until you make a second deposit. This service is available only for legal entities and individual entrepreneurs.
Individuals get access through an application on the Elama website, replenishing the deposit by €3,000 + 15% for the service and 20% VAT.
You can contact support through your personal account or by calling numbers:
+7 (499) 270‒27‒90 — Moscow.
+7 (812) 318‒40‒54 — St. Petersburg.
+7 (800) 500‒31‒90 — all-Russian.
You can replenish the balance using a card (commission 3.4%), through YuMoney (3.8% commission), in cash through the terminal (4% commission), or through a Qiwi wallet (6% commission). For individual entrepreneurs and legal entities, it is possible to issue an invoice.
Aitarget
One Access to an account from €3,000. Using the promo code 40BE15B1, you can get 10% of the first payment, which is immediately available for work. Connection occurs through an application, and 1 advertising account is equal to 1 channel in Telegram. It will not be possible to connect an office and run ads on several different channels.
There is a cashback of up to 5% if you spend more than 10 million on advertising per quarter, as well as a permanent manager who will help with the launch and answer all questions.
By the way, unlike other platforms, Aitarget gives a year from the date of payment, and not until the end of the calendar year. When replenishing, 3% for acquiring and 20% for VAT are charged, and Aitarget One commission is 15%. Only a card is available for replenishment. To communicate with support, there is a chat on the site and tickets in your personal account.
Advertising agency Centra. The minimum amount for connection is 600,000 rubles before VAT, but it is possible to reduce the amount on individual terms. You can get information on the conditions, tariffs, interests, and other information only through personal communication with the manager. It is possible to request a demo version to get acquainted with the capabilities of the site. You can contact support via mail — at hello@centra.ai or by phone at +7 (495) 286 81 88.
Case for promoting a targetologist’s channel through Telegram Ads
Finding cases was not as easy as it seemed to us at first glance. Indeed, there were a lot of advertisements, but the channel owners ignored our requests for an interview. We managed to find one case after all. If you want to share your experience with Telegram Ads with us, please contact our editors:
Telegram bot for feedback;
Private messages to the VKontakte group;
Direct on Instagram (a social network banned in the Russian Federation);
To the editor's mail: a.pankin@partnerkin.com ;
In Telegram editor. We will promptly supplement the article with your case.
“I think that you need to go to Telegram Ads now until the CPM has grown and the audience has had enough of advertising,” Natalya, owner of the Smart Targetologist channel.
Hi, tell me, what is the theme of your channel? How many subscribers did you have before the launch of the ad and how many now?
The topic of the channel is marketing. Before the launch of advertising in Telegram Ads, there were about 43,900 subscribers. Now there are 44,970 members. Advertising works for three weeks, but during this period there were purchases on other major channels. But Telegram has statistics showing ad reach and how many subscribers from which creative joined.
Have you bought advertising in thematic channels before?
Now it’s cheaper to buy in Telegram Ads, but it’s easier to make purchases directly on the channels. Because you have to monitor bids every day, raise and lower them, turn off ineffective creatives, and think about new ones. In general, as in any other advertising platform.
Through which service do you buy ads?
If not a secret, with what budget? How much did a subscriber cost? I buy advertising through Eprofit. In July they had an entry threshold of €3,000 + 20% commission + 20% VAT. Now, on average, a subscriber costs €0.4. So far we have spent €500 - we could not disperse ads without losing quality. Initially, a subscriber cost about €0.2.
Were there any problems with moderation?
All creatives had to be redone. They removed calls to action like “Subscribe”, and “Read”, and changed them to “I tell here”. This is all imperative mood according to moderation. Also, they did not like the word “target”, they replaced it with “targeting”. In general, moderation is stricter than on other advertising platforms.
Do you think it will be possible to somehow promote prohibited topics? Have you seen similar cases before?
I have seen such cases. They make a harmless channel-laying, where they then indicate that the main channel is a link. And there [on the main channel] is already a scam. But I heard that they will add the ability to complain about such ads.
What advice can you give to those who will promote their channels in TG? Maybe there are life hacks or nuances that you need to know. I think that you need to go to Telegram Ads now until the CPM has grown and the audience has not had enough of advertising. If in July CPM was at €2, now in some topics the rate needs to be raised to €3-€4.
It is more convenient to work with broad interests since with traffic to certain channels, advertising is slower and more expensive to unscrew.
You need to be able to clearly convey the main idea and message in 160 characters. Be ready for a long moderation, and with any change, for example, in the channel name or avatar, everything is sent back for moderation.
Report by Maria Dorvey: “Telegram Ads Master Class. Theory, practice, cases»
In August, a festival was held where representatives of Eprofit and Maria Dorvey shared their cases through some channels. We will give only the main figures that may be of interest to you.
Channel about investments and finance Budget — €5,399.05;
Views - 2 548 861;
Joined - 19,249 people;
The average price of a subscriber is €0.28;
CPM - €2.09.
Over 19,000 subscribers were received within 20 days. The guys collected more than 200 channels with similar topics and launched targeting them. At first, targeting was launched on the topic of "investment" - this strategy gave 500 subscribers per day with a minimum CPM. Then "Business" and "Finance" were added.
Examples of creatives used:
“ How to develop a business? Where can I find funds to start my own business? Let's talk on the channel”.
" 10 Business Thinking Books You Should Start Applying Today”.
" How to save up for an apartment in a year? Which banks are not worth working with and where is it better to invest? Channel responses”.
These creatives made it possible to get subscribers at a cost of €0.32.
A channel about cryptocurrency selling access to a VIP group
Budget — €3,964.34;
Views - 1,628,192;
Joined - 12,412 people;
The average price of a subscriber is €0.32;
CPM - €2.43.
About 900 crypto-related channels were collected, and launching a target on these channels brought about 250 subscribers per day. Also, channels on the topic "Cryptocurrency" and "Investments" were added - this gave an additional 250 subscribers per day. 18 advertising campaigns were launched to fit all the collected channels under the target.
Examples of creatives used:
What you need to know about the cryptocurrency market. The author of the channel will share tips and useful tips .”
Should I buy bitcoin now or later? What coins are worth paying attention to? How to start earning, we tell on the channel.
These creatives made it possible to get subscribers at a cost of €0.32.
Fitness blogger's channel sells courses on fitness and proper nutrition
Budget — €2,619.10;
Views - 1,274,874;
Joined - 13,472 people;
The average price of a subscriber is €0.19;
CPM - €2.05.
12 creatives were created in three blocks: proper nutrition, video training, and weight loss. Each creative was launched on 6 topics with a budget of €20. There are 12 campaigns in total. As a result, 1 creative was left for each block. The cheapest subscriber managed in the topics "Fitness" and "Health". The most expensive subscriber cost in the "Sports" theme.
Examples of creatives used:
« Free home workouts on the @name channel. Just 20 minutes of exercise for a healthy and toned body.”
Healthy eating hacks. Recipes for those who want to get a slim figure on the @name channel.
These creatives made it possible to get subscribers at a cost of €0.20.
Outcome
Now advertising through Telegram Ads is quite cheap, the audience is not inundated with advertising and has a positive attitude towards it. Subscribers are very cheap compared to other sites. It is quite possible to try to promote some gray channels, but you need to understand that if you are caught doing this, then you will lose your budget.
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