Creation and setup

Step 1. Go to the campaign creation page and set it up

1. Click Add → Campaign, then select Expert mode→ Reach campaigns → Post in Telegram channels^β.

2. Enter the campaign name.

3. To select appropriate channels, go to Telegram channels and placement parameters and click Select.

4. In the window that opens, specify the campaign period — from 4 to 15 days. If your campaign runs for a longer period, consider splitting it into several smaller campaigns.

5. Select the Telegram channels where the post will be published:

   • Enter the channel name or its link.

   • Use filters by channel categories, cost, CPV, number of subscribers, or audience gender.

   • To see channels available for the selected placement dates, enable the Available only option.

   Select a channel to view:

   • Number of subscribers.
   • Engagement rate by reach (ERR), a metric that measures audience engagement. This metric is shown as a percentage and calculated using the following formula: Post views / Number of subscribers × 100%.
   • Projected number of views.
   • Average CPV (cost per view).
   • Campaign cost.

   You can download information about ad placement in the selected channels as a report in XLSX format. To do this, click at the bottom of the window.

   Slots are booked in selected channels when your account balance is at least 50% of the calculated budget. Posts are published only if there are enough funds to cover the payment.

   Note

   You're only charged for actual views, and your actual spending won't exceed the forecasted amount. If your ad isn't published in all channels or receives fewer views than projected, the placement cost will be reduced.

6. Connect the Yandex Metrica tag to track goal completion.

7. Enter URL parameters or UTM tags. They're added to all links specified in the ad settings for the campaign.

Step 2. Customize your ad and its layout.

1. Add a link to the landing page. If you're advertising a Telegram channel, create an invite link and add it.

2. Come up with an ad title and text. Describe your offer and what sets it apart from the competition. The maximum text length in an ad is 764 characters. Extra spaces or line breaks might be removed at publication. However, empty paragraphs or spaces between words are not removed.

   When creating an ad text, you can split it into paragraphs, add lists, and use formatting. emphasize and accentuate key fragments and focus user attention. To do this, select a text fragment or place the cursor in the Post text section and select from the options in the top menu:

   • Bold

   • Italics

   • Underline

   • Strikethrough

   • Emojis (supported only in “unified performance campaigns”) listed below:

       ❤️⚡✨  ✅    ⚽️  ‍♂️                
     

     Up to 5 emojis per ad are allowed. Each emoji is unique and may take up from 1 to 5 characters in text. Use the character counter to count their number.

3. You can see what the ad will look like in the preview.

   Example of an ad

   

4. To make the ad more appealing and increase its CTR, add up to 10 images to it. You can crop and rearrange them in the Yandex Direct interface.

   Image requirements

   • When the aspect ratio is from 1 : 1 to 3 : 4 or 4 : 3, image size can range between 450 and 5000 pixels on each side.
   • When the aspect ratio is 16 : 9, image size can range between 1080 × 607 and 5000 × 2812 pixels.
   • The maximum file size is 10 MB.
   • Acceptable formats: JPG, PNG.

5. Under Video, add a file with a video clip or use a video clip from the gallery. To make it more likely that your video plays automatically in a post, add a video of no more than 10 MB.

6. To motivate users to interact with your ad, add an action button.

7. Double check your ad before launching it. To do this, use the preview feature. Click Launch campaign.

Questions and answers

How do I view a published ad?

You can view a published ad in one of the following ways:

• In the Campaigns menu, select the desired campaign and click Campaign statistics. Select By site and specify the period.

• In the Report Wizard, select the Site name cross section and specify the period.

The Site name column in the report displays all Telegram channels that ran your ad. To view the ad, follow the channel link.

Warning

You can view an ad only for 48 hours after publication. Search for it in channels where it's been posted in the last 48 hours. Older posts aren't available. For this reason, you should generate a report for the current day.

If the channel owner deleted the post, you can no longer see it.

Can I track post-view metrics?

There's no such feature at the moment.

What data is used to create cross-sections of audience metrics?

Cross-sections of audience metrics are created based on post-click and Crypta data.

What counts as a view?

A view is a unique display of a post to a user over a 48-hour period. Each user can generate only one view during this period, even if they view the post multiple times.

Views are tracked by a counter (an "eye" icon) under the channel post.

Warning

If the user scrolls through the feed without seeing the post or taps "Read all", the view isn't counted.

Have questions?

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