We started paying for advertising in Telegram Ads through OneSpot in mid-August 2022. The main traffic was directed to the bot to share benefits and motivate people to leave requests. We also used channel advertising , where lead generation was slower, through warming up. We started with minimal CPM: 2–2.5 euros, and then raised the rate depending on the cost of the lead.
But first things first.
Step by step it looked like this:
We made a selection of thematic channels and formulated an advertising offer for each one.
The first step of promotion in Telegram Ads is preparing several offers and selecting channels
We evaluated the results and found the most effective ads macedonia phone number data and topics (the most effective for us were psychology, child rearing, and medicine). We compared the cost of a lead from a specific ad and sales from it. Through end-to-end analytics, we understood the channel's profitability.
To see the results of Telegram advertising in end-to-end analytics, we added UTM tags to the links inside the bot.
The second step is to evaluate the results and find the most effective ads and topics
In effective campaigns, we increased the CPM to get more traffic. The maximum budget that we reached during the promotion was 100-150 thousand rubles per day. Yes, the traffic became more expensive, but we adjusted the rate based on the cost of sale, primarily focusing on the cost of the lead. We try to maintain the CPM at a level of 2 to 4 euros, depending on the targeting topic.
The third step of advertising in Telegram Ads is scaling successful mechanics
Observation: it is worth focusing not on the primary interaction indicator (the cost of a channel subscription or bot activation ), but on the result. The cost of a lead and then the cost of a sale are important (depending on your funnel). The subscription itself may be cheap, but in the future these users will convert poorly into clients. For some audiences, the opposite is true. In general, the cost of a subscriber does not always indicate the success of a campaign.
We have special mechanics to promote the bot. We direct traffic like this: from the ad, the user gets to the bot, which sends useful material on the topic of children's education. Then the bot invites you to a webinar. After participating, potential clients leave requests for training.