How to create an ad in the Telegram Ads Euro Cabinet

Written by.

Darina Shamanskaya

Date published

January 15, 2025

To create an ad in Telegram, you need a Telegram Ads account. You can create it via AdHand. In AdHand, you will be able to choose which ad account you want to create: in euros or in TON. The process takes up to 1 business day. When the account is ready, you will receive a notification to your email. After that, simply log in to the ad system and go to your personal account.

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The customization options in the advertising cabinets in euro and in TON are different. The current instruction refers to creating an ad in the advertising cabinet in euro.

Launching an advertising campaign in Telegram is easy. The ad settings are similar to other advertising platforms. Let's go through the steps of launching an advertisement in Telegram.

Creating the first ad

Launching an advertising campaign

Log in to your Telegram Ads account and select the cabinet where you will create your ad. Click the "Create a new ad" button.

Starting an advertising campaign in Telegram Ads

A window with the parameters of your future ad will open. You will be able to customize them based on your goals.

window with the parameters of your future Telegram ads

Enter the title of your ad. Only you will be able to see it. We recommend making the title short but informative, so that it would be easier to find it in the general list of campaigns and then use it for analytics. For example, you can specify:

what you're selling in the ad
target
offer or targeting used in the ad.

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Example: TG_Ads_apartments3_interests

TG_Ads - is responsible for the channel and will help you to compare the results of RC with other sites.

apartments3 - the ad contains information about apartments of a certain type with the symbol "3".

interests - the ad is shown based on the selected interests.

Writing the text of the ad

Let's move on to creating the ad itself. Add the text of the ad. Please note that the number of characters cannot exceed 160.

❗ Observe the requirements for style, spelling and punctuation in Telegram ads, similar to the rules of other advertising systems.

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View basic requirements

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If a 'URL invalid' error occurs when filling in the ad text, it may be because you have not yet added a landing page link in the settings below the ad text. Make sure you have entered the landing page URL correctly in the appropriate field to make the error notification disappear.

Add a link and evaluate the appearance of the ad

When creating an ad, it's important to set up the link and preview correctly to maximize effectiveness. Here are some tips 👇

In the 'URL you want to promote' field, add a link that can lead to:

site
public Telegram channel
chatbot
specific post in the public channel
personal profile, business profile, links to chats with business profile
mini-app.

If your link leads to a website (external page), you can add UTM tags. Note that you can change the text in the ad title, but you cannot shorten the link or lead to a social network.
By checking the 'Show website picture' checkbox, you can pull up an image from the website or upload your own image to the ad. This will make the ad more visible and attractive, but the bid will automatically increase by 30%.
If you advertise a public channel, use an invitation link. Such a link will allow you to track the effectiveness of advertising and attract subscribers.
After adding the link, you will see a 'Preview Ad' link where you can preview the ad and see how it will look in the channels.

UTM

add a site preview

check the display

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The text on the CTA button is not editable and is set automatically by Telegram depending on the type of link.

CTA options in Telegram Ads

Where does the ad lead?	channel	chatbot	channel or bot post	site
Available CTAs on the button	Go to the channel	Go to bot	Go to message	Buy, Sign Up, Order, Leave a Request and 6 more options.

Set budget: CPM, total and daily budget

Advertising in Telegram Ads works according to the CPM (Cost Per Millennium) model. That is, the advertiser sets the price he is willing to pay for 1,000 impressions of his ad.

The minimum CPM in Telegram Ads in January 2025 is €1 in all channel topics. In Politics & Incidents channels, ads can be purchased at a slightly cheaper rate of 0.75€. The higher the advertiser's bid, the more chances he has to win the ad auction.

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If you are launching Telegram Ads for the first time, we recommend making your first run with a minimum bid. If you see that your ad is not showing well, it's likely that there is a lot of competition in this topic. Then increase the bid in the next ad run.

Additional budget customizations:

Daily views limit per user - helps to limit the number of views per user per day. Views are not unique. If a user sees your ad repeatedly, the system will count it as a separate unique display.

Initial Budget - determines the maximum you are willing to spend on the ad for the entire time it is running. For the first time, set the budget for 2-3 days to control spending. Once the ad is running, the budget can be adjusted.
Daily budget (Daily budget) - allows you to control shows for the right time and protect against sudden overspending.

Customizing the show schedule

If you choose the first option, the campaign will start immediately after moderation, allowing you to set a completion date. However, if you choose the second option, the campaign will be launched by a specialist, and you will be able to set not only the end date, but also the launch date.

customize the schedule of displays in Telegram ads

After selecting the option, you can customize the display schedule by checking the 'Ad Schedule' checkbox. Then customize the schedule with days of the week on the vertical and hours on the horizontal. When targeting users (Target Users), you can also set what time the system should focus on: the user's time zone or the time zone you set.

setting up a schedule for telegram ads display schedule

schedule for displaying ads in Telegram ads

Customizing audiences

There are 2 types of targeting in Telegram Ads: Target Users and Target Channels. You can't target on both parameters at once. Each type of targeting has a set of parameters to be set 👇

Targeting users	Channel targeting
Geotargeting (countries and locations)	Channel language
Application language	Channel topic
Topics (or interests)	Targeted channels
Audience of channels	Exclusion of topics and channels
Types of devices
Exclusions of interests, channel subscribers and political channels

Target Users

Geotargeting

Target users from specific countries and cities.

Application language

Show ads to users who prefer a specific language (who know and understand it). That is, if you select Russian, ads will be shown only to users who have Russian selected in the app.

Topics

Target users by their interests. Telegram identifies interests based on the topics of large public channels to which the user is subscribed.

Customize the location, language and subject of your Telegram Ads ad

Customize for location, language and themes

Audience of channels

Target subscribers of a specific channel/s. Ads will be shown to this audience in all channels they are subscribed to.

setting up ad impressions in certain channels in Telegram

Types of devices

Segment your ad audience by device type. Five options are available: All Devices, iOS, Android, Desktop and Mobile.

Exceptions

You can exclude users:

vested interests
subscribers of selected channels
prohibit advertising on channels about politics and incidents.

Target Channels (Target Channels )

Channel language

Choose the language of content publishing in the channels your target audience potentially reads.

Channel topic

You can narrow down the audiences a little bit by channel topics.

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When setting up ads in Telegram Ads, you need to choose not only the topic of channels, but also the language. If you want your ads to be shown in channels on a certain topic, specify the language of channels as well.

This helps to show ads in the right channels and in the right language.

Targeted channels

Target specific Telegram channels. Add up to 100 unique addresses of target channels in this format: adhandapp, without @ and https.

targeting format for specific Telegram channels

Exclusion of topics and channels

Mark the topics and channels where ads should not be shown.

Read more: How to create an ad in TON cabinet Telegram Ads

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