Telegram Ads Advertising: Sale of a Land Plot

The client came with the task — to find buyers for a land plot of 2 hectares. The task was to find new marketing channels that had not been used before, because previous tools did not yield results. They decided to test the Telegram Ads channel, targeting specific channels where potentially interested users might be. Namely, channels related to agribusiness and business. The testing budget was 500 eur.

What types of targeting can be used in Telegram Ads:

• By specific topic or exclusion — sports, food, beauty & health, business, news, etc. At the time of writing this article, there are 41 topics available.
  
• By the language of the channels being targeted (the number of languages is not limited).
  
• By users’ phone number (any number with +380 code, subscriber located in Ukraine).
  
• By the audience of a specific channel, you can choose any public channel.
  
• By a specific list of channels or excluding them (up to 100). All channels except closed ones.
  
• By regions of Ukraine (determined by IP address).
  
• By type of user device (iOS, Android, Desktop).
  
• By the language of the messenger interface of your desired user.
  

Registration of the account through the official representative in Ukraine (all taxes are paid in Ukraine) took 5 days. Campaign preparation took another 2 days. After 7 days in total, the campaigns were launched.

The traffic was directed straight to the manager’s account, who could provide information about the land plot.

Where can you direct traffic in Telegram Ads?

• Website. The ad contains an external link to the website, leading the user directly to the page you need.
  
• Telegram channel. The ad embeds a link to an open channel, which immediately redirects the user to it. Then, it’s up to your content and USP.
  
• Telegram bot. The ad post leads to your specified bot, which continues communication with the client or provides necessary product information.
  
• Mobile apps. The option to promote almost any mobile app and track effectiveness. The system is able to distinguish between iOS and Android.
  
• Accounts and business profiles.
  

The Spilno Agency team created 5 advertising campaigns with various targeting.

Image: List of Telegram Ads campaigns

Payment in Telegram Ads is made on a CPM model — per 1,000 impressions. Currently, the minimum price per 1,000 impressions is 0.5 euro cents. But the price may be higher, depending on campaign settings.

The ad settings interface looks like this:

Image: Ad settings page in Telegram Ads

During the ad campaigns, the specialist monitored campaign spending and reallocated budget to more effective ones.

In our case, the primary metric of campaign effectiveness was inquiries to the manager.

Results of the Telegram Ads campaign

• Budget: 500 eur.
  
• Clicks: 1,387.
  
• Total inquiries: 18.
  
• Quality inquiries: 11.
  
• Cost per click: 0.36 eur.
  
• Cost per inquiry: 27.7 eur.
  
• Cost per quality inquiry: 45.4 eur.
  

P.S. The digital marketing agency Spilno Agency provides Telegram Ads services, so you can submit a request for consultation on this page or on the company’s page.