Ads in Telegram channels^β

Telegram channels^β are a new way to place your ads. Relevant ads are served in public Telegram channels of Yandex Advertising Network partners.

1. What an ad looks like
2. How to create a campaign
3. Highlights
4. Telegram channel owners

What an ad looks like

An ad looks like a regular post on a channel and contains:

1. Image or video.
2. Clickable title and a link to the advertised site.
3. Link to the advertised site.
4. Ad text.
5. “Ad” label.
6. Link to advertiser information. Additional elements may be added: an age label or a notice.

Example of an ad in the Telegram interface

How to create a campaign

You can only create new campaigns for ads in Telegram channels. In existing campaigns, you can't change the ad placement to a Telegram channel.

Step 1. Go to the campaign creation page and make settings.

Click Add → Campaign. Select Expert mode → Unified performance campaign.

Under Ad placements, select Telegram channels^β. After you save the campaign settings, you will not be able to change the placement.

The only strategy available for ads in Telegram channels is Maximum number of clicks. You can't change it to a different one. Specify the mandatory parameters: weekly budget and maximum CPC. The maximum CPC can be from 30 to 300 rubles.

Please note that unified performance campaigns with ad impressions on Telegram channels and other campaigns with different placements selected can't be combined into a portfolio strategy.

Step 3. Create an ad group. Select the channel geography and categories

1. Under Telegram channel geography, choose which Russian regions you want to target. Channels for the placement will be selected based on the contents of your ads in the context of the selected regions.

   • For maximum reach, we recommend selecting all of Russia to ensure that your ads will also be served in channels not related to specific regions.

   • To stop serving ads in the channels of specific regions, we recommend selecting all Russia and adding exceptions.

   Channels are mostly not linked to regions. Selecting specific regions might significantly decrease the number of ad impressions, because it will exclude most channels.

   For example, your advertising is related to cars:

   • If you select Russia and disable impressions in Moscow, your ad will be placed in the “All about cars” Telegram channel, but will not appear in the “All about Cars Moscow” channel.

   • If you select Moscow as the display region, your ads will show up in the “All about Cars Moscow” channel, but will not be placed in the “All about Cars” channel. This will bring you the minimum number of impressions.

   • If you select Russia as a display region, your ads will be placed both in the “All about Cars” and “All about Cars Moscow” channels. This will bring you the maximum number of impressions.

2. By default, Telegram channel category is configured to serve ads in channels of all categories. This way, your ads reach the widest audience. If necessary, select “Set up manually” and exclude the categories of Telegram channels where you don't want to serve ad posts from the list. Make sure you leave at least 3 categories. It's best not to narrow the audience and leave all categories selected.

   The category is selected by the channel owner when they register in the Yandex Advertising Network. Some categories combine multiple topics to cover broader interests.

   List of categories

   Business and marketing	Careers	Sales, promos, discounts
   Blogs	Cryptocurrencies	Travel and nature
   Videos and movies	Medicine	Family and children
   Design and technology	Fashion and beauty	Transportation
   Food and cooking	Yandex Music	Hobbies and self-development
   Health, fitness, sports	News and media	Economics and law
   Games	Education	Humor and entertainment
   Interior design and construction	Politics

   Business and marketing	Careers	Sales, promos, discounts
   Blogs	Cryptocurrencies	Travel and nature
   Videos and movies	Medicine	Family and children
   Design and technology	Fashion and beauty	Transportation
   Food and cooking	Yandex Music	Hobbies and self-development
   Health, fitness, sports	News and media	Economics and law
   Games	Education	Humor and entertainment
   Interior design and construction	Politics

3. Calculate the audience forecast in the section to the right of the settings. This will help evaluate how your geotargeting and channel topic settings impact the campaign's reach. The forecast will show these parameters:

   • Subscriber reach: An estimated number of unique users who are channel subscribers and meet the given settings for geography and categories.
   • Channel reach: The percentage of channels that match the specified geography and category settings out of the total number of channels.
4. Click Continue.

Step 3. Customize your ad and its layout.

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 the text fragment or hover over the appropriate position 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.

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

Example of an ad

To make your ad more appealing and improve its CTR, add an image.

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.

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

Highlights

Payment

Rather than paying for ad impressions, you only pay for clicks on your ad within the first 48 hours after it has been placed in a Telegram channel. After this period, the ad post is automatically deleted from the channel.

For example, suppose you launched a campaign on Monday at 9:00. On Tuesday, at 11:40, the ad post is placed in a relevant Telegram channel. You will pay for all clicks on your post that occurred between 11:40 on Tuesday and 11:40 on Thursday. After this period, the post is deleted.

Ad impressions

• Impressions start

  Due to the specifics of ad placement in Telegram channels, it may take longer from the launch of a campaign to the start of impressions as compared to placing regular ads on networks.

• Impressions end

  If you set a campaign end date under “Campaign dates”, new post publications stop 48 hours before that date. The existing posts will continue to generate impressions for 48 hours after their publication.

  For example, suppose you set the campaign dates from January 1 to January 14. Starting from midnight January 13, no new posts with your ads will be published in Telegram channels. This ensures that your advertising expenses end before the specified campaign end date.

Ad labeling

Yandex automatically adds a link to the “About advertiser” page to an ad, which allows you not to add any labeling information to the ad itself and place it on this page instead.

Restricted topics

For Telegram channels, we don't accept ads for delicate (personal) topics, magic, military topics, items structurally similar to weapons, including accessories for such items or for actual weapons, and loans.

Statistics

Any statistics for your ad placement will be available in the Report Wizard.

Disable impressions

If necessary, you can disable ad impressions after creating a campaign on certain Telegram channels. To do this, add their addresses to the appropriate field in the campaign settings in https://t.me/name format.

If your channel is monetized in an advertising network, add it to the list.

Telegram channel owners

Telegram channel owners can also earn money by placing ads. Learn more about monetizing Telegram channels.