Telegram channel advertising

Campaign Wizard will help you promote posts in Telegram channels using Yandex Direct technologies. The system will analyze the channel, create ads, choose effective targetings, and display the creatives in search results and in ad networks in available formats.

When the user clicks the ad, they're redirected to your promo page. This page is generated from the advertised post and helps the user see if they are actually interested in the post and channel. If the user is interested, they click a link on the promo page to open the Telegram channel. This is called engaged clicks. If the user subscribes to the channel, the Yandex Direct's bot will track their subscription.

You can choose a convenient payment method: per ad click or per engaged click.

You can analyze your ad effectiveness by looking at statistics on your campaign page and a special Yandex Direct's bot.

Create a campaign

Click Add → Campaign. In Campaign Wizard, select Telegram channel promotion. Enter the link to the channel you want to advertise. The channel should be public. You cannot create ads for private channels.

Step 1. Configure your ad layout

1. Based on the posts in the Telegram channel, we'll create 10 ads. Edit the ads if needed: click the three-dot icon next to the required ad and select Edit from the menu. Change the image, title, or text.

   You can also select and add up to 50 advertising posts to your campaign.

Step 2. Define your audience

1. Set your display region.

   Ads will be served for extended geotargeting:

   • In search results, based on search queries or the user's regular region.

   • In ad networks, based on the user's frequent location, regardless of their current location.

   You can't disable extended geotargeting in the Campaign Wizard. It's best to revise your related queries so that they account for extended geotargeting. For more information, see How does geotargeting work?

2. Select the impression time. How to set up time targeting.

3. Select your retargeting method:

   • automatic — Yandex Direct will select relevant settings based on ad texts and the advertised page.

   • manual: You can set:

     • Autotargeting categories. You can't disable autotargeting for targeted queries.

     • Related terms: List the keywords your audience might use to search for you. We'll select interested users based on these keywords. Yandex Direct will select interested users based on these keywords. You can use characters and operators.

       When launching a campaign, avoid narrowing down the coverage with negative keywords. First of all, look up the search keywords that triggered your ad in the search query statistics. Then add irrelevant queries as negative keywords.

     • Targeting parameters by user profile: gender, age, and device type.

   When you switch from manual targeting to autotargeting, your settings are reset: all autotargeting categories are enabled, related terms with negative keywords are removed, serving on all devices is enabled, the gender is changed to any, and the age is changed to 18 years or older.

4. Specify interests and habits of the audience you want to serve ads for.

Step 3. Enable ad effectiveness tracking

Add the bot yandex_advert_bot to your Telegram channel and grant it administrator rights.

Step 4. Specify the campaign budget and cap the cost per engaged click

1. Define the weekly budget. Yandex Direct will spend money within the specified amount. The campaign will run as long as there's money in your account.

   Placements are selected automatically to ensure optimal achievement of the campaign goals for the specified budget. You can't select placements and add blocked sites in the Campaign Wizard.

2. Choose the payment method and cap the cost per engaged click:

   • Average for the week: Pay per ad click. The average cost per engaged click for the calendar week won't exceed the cap amount.

   • Fixed: You specify the cost you are willing to pay per engaged click. Clicks on ads are free. You are only charged for engaged clicks. However, if you set a too low cost per click, your campaign might get stopped.

   • No limit: Pay per ad click. In this case, the system will serve ads to bring you the maximum number of engaged clicks for the specified weekly budget.

To send your campaign to moderation, click Create campaign.

To edit the campaign later, click Save as draft.

As an advertising data operator, Yandex assigns each creative a unique identifier (token) when creating campaigns. It uses this token to aggregate all your placement data and send it to the Unified Register of Online Advertising (ERIR). Learn more about ad labeling.

Moderation, payment, and launch

After you create your campaign, our moderators check it for compliance with the advertising requirements.

You'll receive the moderation results at the email that you used to register in Yandex Direct.

Some campaign elements are moderated separately (for example, images). If one or more elements fail moderation, the campaign starts without them. The moderation status and comments are shown on the campaign page. You can delete or edit elements that failed moderation. The edited elements are re-submitted for moderation and added to the campaign if they pass.

Your ads start to be served as soon as Yandex receives your payment.

When you launch a campaign, its page shows basic information about its settings. To edit an active campaign, click the parameter that you want to change. You cannot edit some of the parameters, for example, the Link to your Telegram channel. Edited parameters have to be moderated again.

Campaign statistics

Statistics are available on the campaign page. Information about subscriptions is available in the statistics or Telegram channel settings.

On the campaign page, under the settings section, you can find your campaign statistics overview. Below, you can find a more detailed statistics about individual parameters.

The campaign's statistics overview includes data on impressions, clicks, conversions (engaged clicks), CPA (cost per engaged click), and expenses.

Charts show statistics for the following parameters:

• Gender and age of the audience that saw your ad.

• Display regions.

• Device type.

• Most popular keywords used to find you.

  As well as your keywords, the How users find you section shows statistics for the Automatic targeting based on your ad parameter. In real time, Yandex Direct selects users whose queries and interests match your ad text. This helps you reach more potential customers.

The section with statistics on autotargeting categories lists the search queries for which your ad was served.

Conversion tracking

To track the number of subscribers who came after they saw your ad, choose one of the methods:

1. Add the bot yandex_advert_bot to your Telegram channel. Grant it admin rights. To do that, open the channel settings, click Add Administrator, and select the bot. In the administrator list, enable the rights to Change channel info and Add members. The bot will automatically generate an invitation link. Only the channel owner can track the number of subscribers through this link.
2. Create an invitation link manually and add it as a link to the Telegram channel when creating a campaign.

Track the number of subscribers in the Telegram channel settings, not in the Yandex Direct interface. The list of invitation links shows how many people joined the channel through each link.

Questions?

 

A tool to select part of the available audience that satisfies specific criteria, and serve ads specifically to that part of the audience. Targeting by hours of the day or days of the week is time targeting. Targeting by location is geographic targeting or geotargeting.