Telegram Ads case: 0.4 euro per subscriber

Launch mechanics

In Telegram Ads you can send users to a channel or a bot, unlike other social networks where you can send them to a website. We sent users to a channel that already had several thousand subscribers and active posts.

We used a simple approach: attract users, interest them with content, and expect a subscription. Then users received expert content to increase interest and eventually bought a course. Content warming took about two weeks before each launch.

To attract users in Telegram, you need quality content and a clear value for the target audience. For example, expert information, unique content, discounts, or privileges that make people active members of the channel.

Most importantly, you must constantly improve content quality and find new ways to attract and retain the audience. This is the only path to growth in Telegram.

Why we chose Telegram Ads

The main audience had been built through placements in other channels and blogger integrations. That approach has drawbacks:

• No stability. Some channels perform well, others much worse. You cannot predict results.
• Many dishonest channels inflate audiences to make ads look effective. Some even inflate requests and leads to get repeat orders.
• Clean payments are often impossible. Many accept only card transfers or QIWI.
• It takes a lot of time to contact admins, negotiate, and schedule placements.
• Some channels with good audiences do not sell ads.

Pros of Telegram Ads

• Clean payments with closing documents.
• Ads can show on any open channel without admin approval.
• The ad stays visible in the channel and is not missed.
• Low impression cost. On most large channels a bid of 2 euros per 1,000 impressions is enough.
• Low competition due to high entry check.
• Clear, accessible statistics.

Tasks

• Reach audiences we could not reach before.
• Show ads to our own subscribers so competitors do not buy them away.
• Reach a wide audience at low cost.
• Get steady, affordable subscribers daily.

Target audience segments

We selected several segments to see how subscription cost changes by audience:

• Broad segment: people who follow child related channels and psychology channels.
• Author channels: channels run by psychologists.
• Adjacent channels: children events, books, toys.

We collected target channels using Telemetr. We selected channels with activity, clear audience sources, and regular posting.

For example, we selected channel @shamilahmadullin.

The stats show that one third of the audience subscribed in late February 2022. Then the audience did not churn and later started growing. The stats also show active placements in large target channels.

This suggests a live audience that came from Instagram and other channels.

Results

Subscriber cost changed constantly due to new campaigns and budget increases. Telegram also delivers inconsistent subscriber costs.

Below are examples of several launch periods.

For example, on February 26 we spent 47 euros and got 37 subscribers, which is 1.2 euros per subscriber. I spent a small budget in the morning to test performance, saw high cost, and stopped campaigns.

In the next days performance improved and I used a larger budget. On February 1 we spent 124 euros and got 163 people, 0.7 euros per subscriber. On February 2 it was even better: 54 euros budget, 119 people, 0.4 euros per subscriber. On some days cost dropped to 0.3 euros per subscriber.

To find the audience and ads with the best response we created dozens of campaigns with different settings.

In some campaigns we used one or several channels. In others we used 15, 30, or more channels.

We also tested CPM changes. We checked how audience performance changes on large channels with high and low CPM. We also tried small channels with high CPM.

For most campaigns we found CPM values that delivered the needed impressions without overpaying, but only through testing.

After 2 to 3 days of work for most campaigns it was already clear which CPM was workable.

Overall stats at the time of the case: around 2,000 euros spent over several months. On average we now get subscribers around 0.7 euros.

Could subscribers be cheaper?

Yes. We could have delivered subscribers around 0.3 euros if we worked with a bot instead of a channel.

Conclusion

This case shows that Telegram Ads can deliver inexpensive subscribers who stay active and convert.

Over the long run Telegram Ads gives a more stable result than seeding, and the audience quality can be higher and more active.