Creation and setup

To advertise in Telegram channels, you need to create new campaigns. You can't change the ad placement to a Telegram channel in existing campaigns.

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

1. Click Add → Campaign.

2. Select Expert mode -> Unified performance campaign.

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

4. 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 2. 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:

   • Choosing Russia and disabling Moscow: The ad will be served in the “All about cars” channel, but not in “All about cars in Moscow”.

   • Choosing only Moscow: The ad will be served in “All about cars in Moscow”, but not in “All about cars”.

   • Choosing Russia: The ad will be served in both channels, bringing the maximum number of impressions.

   Some Telegram channels where we offer advertising have no regional focus, for example, those about economy or cinema news. However, some channels have a regional focus. Sometimes, it’s crucial for advertisers to address a local audience.

   Yandex Direct's algorithms use statistical data about user clicks to check which regions the channel's target audience is from. This helps increase the effectiveness of ads targeted towards local users.

   For example, you have created an ad campaign for your car showroom in Moscow and have set the display region as Moscow. Your ad would be shown not only in channels associated with Moscow by name, but also in those where the majority of members are from Moscow.

   As a result, ads will be shown only to the audience that can benefit from your ad promotion. This is because most of the channel's subscribers match the selected geotargeting settings, ensuring your target audience sees the ad.

   The regular location is determined by the Crypta technology based on clicks by the channel's subscribers.

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

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. Under Adjustments, select the Telegram channel audience characteristics that you want to affect the CPC. This will optimize your ad impressions by increasing or decreasing the CPC based on audience parameters such as gender, age, and income level. For more information, see Bid adjustments.

5. Click Continue.

Step 3. 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.

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

   Example of an ad

   

3. 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.

4. 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.

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

6. 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?

Warning

You can view an ad only for 48 hours after publication. Search for it in channels where it has been published in the last 48 hours — older posts are no longer 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.

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 link to the channel.

Questions?