Darina ShamanskayaDespite the fact that Telegram Ads is a "young" advertising platform, it already has some policies regarding what can be advertised. Thus, when moderating an ad, the platform checks not only the ad itself, but also the content of the content where the ad leads: public channel, chatbot, website. We told you about the restrictions on the content of the ad and the landing page in this article. Now let's learn more about how to customize your ad so that it passes moderation faster.
CTA settings
🚫 External link (e.g. to a website)
For the button, only links to the channel, post (without using abbreviators) and bot (can be with startup parameters like /start or /help) are allowed.
🚫 Shortened link Only full links can be used, you can't run through shorteners.
🚫 Additional attention to the button You can't use special characters and emoji in front of the button, which will be a call to the user to click on it.
✅ Start parameters for the bot You can add any start parameter (such as /start or /help) to the bot reference.
Announcement texts
✅ Up to 160 characters
Including spaces and punctuation.
✅ Text without errors
Use services or built-in text programs. Check for grammatical and spelling errors.
⚠️ Emoji in text. Consider whether the use is justified. If not, it is better to refuse
Emoji are not completely banned, but they should be used in moderation: they should not be used in large quantities and as 👉 excessive accent👈. We recommend putting no more than one emoji in an ad and not using them to attract attention.
⚠️ Words in English Commonly known words will do. Borrowed words understood only by a certain part of the audience (e.g. by profession) and obscene words will not pass.
⚠️ Exclamation marks !!! Do not use exclamation marks in calls to action or multiple exclamation marks in a row. If you put one, but the moderation still rejected your ad, try replacing it with a period. The user is likely to respond to your offer if it is interesting.
⚠️ Special characters Including "/", "\", " " if you are used to using them for separation. Sometimes may be allowed if justified.
🚫 Not enough punctuation marks Punctuation rules are just as important to follow when writing for Telegram Ads as grammar and spelling rules. Telegram Ads, as well as grammar and spelling rules. Use services or built-in functions in text programs to check them.
🚫 Link in ad text
It is not allowed to use links (e.g. to a website) in the text of the ad. It is only allowed to mention the advertised channel. Tip: save characters and do not use a link in the format https://t.me/ channel. Links to the channel work without https://, which is as much as 8 characters of the ad.
🚫 Addressing a user as "You" Excessive familiarity is discouraged - speak to your audience respectfully, in "You".
🚫 Words and sentences in capital letters The exception is your brand spelling, which is used in advertising all the time.
🚫 Unknown abbreviations and acronyms They can be misleading, and Telegram needs to communicate with users in a language they understand. Commonly known and understandable abbreviations and acronyms (USD, university) are acceptable.
🚫 Extra characters between letters to attract attention For example, p r o b e l y or z,a,p,i,t,y,e, or something like that.
🚫 Misleading wording Clickbait to attract attention that has no real facts behind it should not be used. For example: "You have won a prize", "Congratulations, you have become the 1000th subscriber".
🚫 Unfinished wording with an urge to click Phishing ad and teaser network style wording will not work. For example: "Becoming a millionaire is easy. You only need to..." - and the rest is available at the click of a button; "Our clients scale their business and double their income using ... KNOW WHAT."
🚫 The content of the ad does not match the content of the channel What was promised to the user in the ad, they should see in the channel/bot as well. Ads with false promises will not go through.
🚫 Superlative of adverbs and adjectives If they create unsubstantiated claims, make promises, guarantees.
For example: "Our unique product", "Exclusive terms for you", "Best of its kind", "Will change lives forever", "Will never be redundant", "Highest returns", "Best company".
🚫 Repeating the same words and phrases multiple times Once again: multiple repetition of the same words and phrases is prohibited.
🚫 The imperative mood The verbs in the imperative mood ("subscribe", "go to", "buy", etc.), which are common for CTAs, are not suitable for Telegram ads.
🚫 Common expressions, jargonisms They may be confusing and misleading to some of the audience.
🚫 *** vocabulary, foul language, profanity, swearing Hiding with asterisks won't help - swearing in any form or language is forbidden.
🚫 The meaning of the text is either difficult or impossible to understand If the ad has 2-3 unrelated sentences and it's not clear what is being advertised. This happens if the ad was written by an artificial intelligence. For example: takeaway and delivery. Support chat is available 24/7. New discounts every day.
🚫 Extra spaces Check to see if double spaces have crept in by mistake.
🚫 Dashes instead of hyphens The hyphen ("-") is used to separate in words (carpet-airplane). The punctuation mark in sentences is a dash ("-").
For example: in the post "What car to buy in 2022 - tell us in @channel" "-" should be replaced with "-".
🚫 Encoded characters Whether Unicode or ASCI, encodings cannot be used.
🚫 Marked lists, line breaks, numbering Need to fit in 160 characters without special separations
🚫 Focus on traumatic and significant events
Things that could potentially hurt the user (divorce, end of a relationship, illness, death, military conflicts, crises, disasters) should not be used to attract attention.
Image and video standards for Telegram Ads
- Images
- Format: JPEG or PNG.
- Maximum size: up to 5 MB.
- Aspect ratio: 16:9.
- Minimum width: 640 px.
- Video
- Format: MP4.
- Maximum size: up to 20 MB.
- Aspect ratio: 16:9.
- Minimum width: 640 px.
- Duration: 3 to 60 seconds.
Budget and SRM
🚫 SRM less than 1.15 EUR
The SRM starts at 1.15 EUR. At the start we recommend to use a bid higher than this value by at least 1-2 cents to be more likely to win the auction.
Targeting settings
🚫 All targeting parameters at once You can't use language, channels and topics at the same time.
⚠️ Topics + Channels If you choose a topic for targeting, you cannot add channels to it as well. But you can exclude certain channels from the topic.
⚠️ Language + channels When selecting a language, channels cannot be added - the field must be empty. In this case channels can only be added to exceptions.
✅ Language + topics You can specify language and topics for targeting (to show only in certain niches). You can specify a language and exclude a few undesirable topics from displaying - then targeting will be as broad and inclusive as possible.
✅ Channels only Specific channels you have already selected or competitor channels with 1000 subscribers or more. You can use targeting on your own channel to buy placement from a competitor.
How to create a good ad in Telegram Ads
- Identify your target audience
- Create compelling visual content
- Write clear and catchy text
- Use the right schedule for displaying advertisements
Before launching an ad campaign, it's important to understand who your target audience is. Use geo, interest, and language targeting to tailor your ad to the most relevant users.
Use high quality images and videos. Images should be bright, clear and relevant to your brand, while videos should be interesting and short (up to 60 seconds). It is important to adhere to file size and format standards (e.g. JPEG/PNG for images and MP4 for videos).
The ad text should be clear, concise and motivate the user to take action.
Customize your ads to display at the most effective times based on your audience's time zone. You can adjust the schedule by hour and day of the week to optimize costs and increase response.
Read more: How to create an ad in the Telegram Ads euro cabinet
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