Until recently, you could only advertise your channels, posts and bots in Telegram Ads, i.e. exclusively the internal resources of the messenger. Now there is an opportunity to promote links to external sites or landing pages. In this article, we will consider the features of such advertising and its advantages. You can read about how to use the new function and launch a campaign on the site a separate article.

Advantages of the innovation

The ability to advertise external links has launched in test mode. It will provide many advantages, given the popularity of the messenger and the activity of its users.

• Now you can promote Telegram without actively maintaining your own channel. Thanks to this, it will be possible to save on content creation. It is enough just to write an ad.

• You will be able to analyze your ad campaign in terms of conversion rates, audience reach and overall interest in the product.

• You will be able to run cross-platform advertising campaigns. In this case, Telegram will work together with the rest of the channels and increase the effectiveness of promotion.

• Thanks to the innovation, you will be able to use game and interactive mechanics in your advertising campaigns. There is also an opportunity to build multi-channel sales surges.

If you have an account on the click.ru service, you can too use this innovation. At the same time, the conditions for starting will be much simpler than if you run advertising directly through Telegram Ads. You don’t have to spend millions of euros to make a deposit, and part of the spent budget will be fine return thanks to the partner program.

What you need to know about the moderation of such ads

If you decide to launch an advertising campaign in Telegram Ads on your site, consider several features of the system.

• You cannot use services to shorten links, but such a function should appear in the future. In this regard, it is temporarily impossible to use UTM tags (the links are too long).

• The landing page and the site in general have the following requirements: no emojis, caps and boldface, competent texts in terms of spelling and punctuation.

• The site has a number of technical requirements: no redirects to other resources, serviceability and high page loading speed, absence of a large number of pop-up windows.

• Moderation of the Telegram site is governed by the same rules that apply to channels and bots.

• It is impossible to advertise the site if you do not have your own Telegram channel. To run a promotion, you need to create a channel and link to it when you set up your ad.

How to analyze transitions from external links

As of August 2023, Telegram Ads does not provide any statistics on engagement with external links. The platform currently does not provide the appropriate functionality. However, you can independently analyze the transitions from Telegram using Yandex Metrics or any other counters. Since it is not possible to use UTM tags yet, this process can be complicated.