Written by.

Darina Shamanskaya

Date published

January 5, 2025

The cost of advertising in Telegram is determined by the promotion tools chosen, the specifics of your niche and the goals of the campaign. In this article, we will look at different types of advertising in messenger, explain how the price is formed, and help you estimate the necessary budget for launching an advertising campaign.

How to determine the cost of advertising in Telegram?

There are three main types of ads on Telegram.

Telegram Ads

Telegram Ads are the official advertising platform of the messenger. Ads appear as text posts up to 160 characters long with an icon and a button for a targeted action. You can advertise links to websites, Telegram channels (or specific posts), bots, as well as to your personal profile and business account in Telegram. Ads are shown in channels with an audience of over 1,000 subscribers to all non-premium users.

Paid placement in channels or groups

Such advertisements are publications posted by owners or administrators of Telegram channels and groups, as well as bloggers. These advertising posts do not differ from regular publications in terms of technical requirements: they can include text (up to 4,096 characters), images and videos (up to 10), emoji and links to channels, bots or landing pages. Channel administrators may also impose additional requirements for promotional content to match the channel's style.

Free placement in channels or groups

Sometimes administrators of third-party channels post posts for free if they find them interesting to their audience. Such arrangements can be made directly by offering mutual PR.

Thus, to calculate the cost of advertising in Telegram, it is important to take into account the selected type of advertising and the relevant requirements and conditions of placement.

Payment Model

Telegram Ads uses a pay per thousand impressions (CPM) model. Advertisers pay for every 1,000 impressions of an ad. When setting up your ads, you need to specify the amount you are willing to pay per 1,000 impressions to your target audience. The minimum CPM is €1.5 and for the Politics and Incidents category it is €0.75.

Once launched, ads participate in an auction where they compete with other ads for the right to be displayed. The ad with the highest bid wins.

Setting a minimum bid may result in no ads being shown and therefore no results. On the other hand, too high a bid can lead to inefficient budget spending, making the promotion too expensive. Therefore, it is important to monitor the number of impressions and adjust the bid if necessary.

Telegram Ads benchmarks by industry

To advertise effectively in Telegram Ads, it's important to understand the estimated bids in your niche. This will help you more quickly determine the optimal CPM at which your ads will get enough impressions.

We analyzed metrics from real advertising offices and calculated median benchmarks for different niches. The table below shows examples of such benchmarks.

Knowing these benchmarks will allow you to fine-tune your ad campaigns and optimize your budget, ensuring you have enough impressions to reach your goals.

Cost of advertising in groups

Advertising in Telegram groups can be placed in two ways:

1. Directly:
• The advertiser independently selects channels or bloggers, negotiates with administrators, makes payment (usually a fixed amount for a certain number of advertising placements), solves issues with labeling and closing documents.
2. Through intermediary services:
• For example, the Perfluence exchange. These platforms simplify work with bloggers by offering options for selecting channels by target audience and different payment models: per click, per action (new client or order), per post or percentage of sales. Interaction with channel administrators is carried out through the service.

Formation of the cost of crops

The cost of advertising in channels depends on several factors:

• Number of subscribers.
• Channel Topics.
• Audience activity and quality (ER and ERR scores via TGStat).
• Individual approach of administrators to pricing. The prices of channels with the same parameters can differ significantly, so it is recommended to request terms individually.

On average, the cost of placements can vary from a few thousand to hundreds of thousands of roubles. The results in terms of views and CPM can vary greatly depending on the channel, so you should not focus only on average values.

Read more: Telegram Ads for each stage of the funnel: from brand awareness to sales

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