Launching an Advertising Campaign in Telegram Bots

1. Register in the advertiser's personal account

WARNING

If you are already registered as a publisher in AdsGram, you must use the same login for the advertiser account. So we automatically won't show ad that lead to your app inside your app.

2. Creating an Advertising Campaign

Click the Create Campaign button, select Telegram Native and the Message in bot campaign type.

Enter the campaign name.

3. Filling out legal information

WARNING

This section is only relevant for ad campaigns targeting users in Russia.

If you need to include the ERID in your ad, please contact @adsgramsupport or support@adsgram.ai to activate this feature.

IMPORTANT

Be careful when filling out. Service does not generate an ERID and does not validate the token.

4. Filling in targeting

Select the bot language (English / Russian).

If necessary, prevent ads from showing on platforms by adding their unique IDs. For instructions on how to find and use Platform IDs, see the "Campaign Analytics" section.

5. Include or exclude audience

Choose specific segments to focus ads on them or exclude them from the audience to show. The campaign is limited to 10 segments for audience creation.

How to create segments of audience?

6. Fill in the strategy block

Pricing Model and Optimization

Depending on the selected pricing model, different optimization options are available:

CPC

When choosing CPC as the preferred pricing model, you are charged per click. At the same time, the algorithm optimizes ad delivery toward users who are more likely to click.

For CPC, you can select an optimization goal:

• Maximize Clicks - the algorithm optimizes impressions to generate the maximum possible number of clicks;
• Maximize Conversions - the algorithm optimizes impressions toward users who are more likely to convert.

To optimize for conversions, you must first set up conversion tracking in AdsGram and receive at least 10 conversions. For more information on setting up conversion tracking and sending conversions, see API for conversion confirmation.

Target CPA (tCPA)

Target CPA (tCPA) allows you to optimize a campaign for conversions at a specified target cost per conversion. You are charged per 1,000 impressions, while the algorithm optimizes impressions toward audiences that are more likely to convert, so that the actual cost per conversion does not exceed the Target CPA.

To unlock tCPA, you must receive at least 10 conversions after setting up conversion tracking in AdsGram. For more information on setting up conversion tracking and sending conversions, see API for conversion confirmation.

When launching a tCPA campaign, you can select one of three goals: Goal 1, Goal 2, or Goal 3. You cannot select multiple goals simultaneously - the campaign is optimized for one selected goal only.

IMPORTANT

If you use AppsFlyer to track mobile app conversions or Telegram channel subscriber tracking, you can launch a tCPA campaign only with Goal 1, as AppsFlyer installs and Telegram channel subscribers are assigned to Goal 1. When using Adjust, installs are assigned to Goal 2 by default.

IMPORTANT

Every new tCPA campaign goes through a learning phase.

During the learning phase:

• the amount that can be spent on learning will be displayed in the dashboard and depends on the specified tCPA;
• traffic volume may be lower than usual;
• we do not guarantee that the actual CPA will remain within the specified tCPA;
• if no conversions are received during the learning phase, the campaign will be automatically stopped.

For the algorithm to learn successfully, you need to receive conversions for the specific goal selected for the tCPA campaign. For example, if the campaign is launched with Goal 2, you need to receive at least 10 conversions for Goal 2 for the campaign to complete the learning phase.

After collecting enough conversion data, the algorithm will complete the learning phase and begin optimizing impressions more effectively for conversions at the specified tCPA.

Each tCPA campaign has a learning status displayed in the dashboard, indicating whether the learning phase has been completed successfully. If the learning phase is not completed successfully, the interface will also provide recommendations for further actions that may help the campaign complete the learning phase successfully.

IMPORTANT

Any change to the settings of a tCPA campaign, except for changes to the daily budget, will send the campaign back into the learning phase.

Daily Budget

Specify the maximum amount you are willing to spend on advertising per day.

IMPORTANT

Changing the daily budget does not restart the learning phase for a tCPA campaign.

Cost per click

After completing the targeting setup, selecting the pricing model and optimization method, and setting the daily budget, the system will suggest a recommended CPC.

IMPORTANT

The recommended CPC depends on the targeting settings filled out earlier.

Conversion Tracking

Setting up conversion tracking allows you to optimize campaigns for real target actions, rather than clicks alone.

After receiving 10 conversions, the following options become available:

• Maximize Conversions optimization for the CPC strategy;
• Target CPA (tCPA) pricing model.

For more information on setting up conversion tracking and sending conversions to AdsGram, see API for conversion confirmation.

7. Adding an Advertisement

• Specify the advertising identifier (ERID) after registering the ad subject to labeling in the Unified Register of Online Advertising (ERIR).
• Enter the link to the advertised resource.
• Upload an image (recommended format: vertical, 1280×1280, up to 5MB, supports GIFs and static images).
• Fill in the headline (between 3 and 56 characters, emojis allowed).
• Write the ad text (between 10 and 764 characters).
• Add a brand name (between 1 and 40 characters).
• Specify the button text (e.g., Go!).
• Click "Add Ad" if you need to create additional advertisements.

8. Launching the Campaign

• Review all campaign settings.
• Click "Create Campaign and Launch".
• The campaign will be set to "Draft" status until it passes moderation.

🎉 Congratulations on launching your campaign!

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• Once approved, the campaign status changes to "Ready to start".
• After launching, the campaign will start displaying ads to network users if the balance is positive.
• How to top up your balance?
• Shortly after the campaign starts, performance analytics will become available.

9. Campaign Monitoring and Optimization

After launching a campaign, regularly analyze its performance and adjust the settings when necessary. For more information about the campaign statistics and metrics available in the AdsGram dashboard, see Campaign Analytics.

• The advertiser dashboard provides key performance metrics:
  • Impressions
  • Clicks
  • Spend (USD₮)
  • CPM (Cost per 1000 impressions)
  • CPC (Cost per click)
  • CTR (%)
  • Conversions
  • CR (%)
  • CPA (Cost per conversion)
• You can edit, duplicate, or resume a campaign.
• Data can be exported to CSV.

Here are the main recommendations for campaign optimization:

Distribute traffic across creatives

If you use multiple creatives, add them to the same campaign with the same targeting instead of creating a separate campaign for each creative.

Multiple campaigns with the same targeting compete with each other for the same audience. Combining creatives into a single campaign helps avoid this competition and ensures more even traffic distribution across creatives.

This also allows the algorithm to learn from data within a single campaign and optimize ad delivery more effectively.

Optimize targeting

Try to match the creative language to the audience language. Using multiple interface languages when the creative is available in only one language may reduce engagement and increase the cost per conversion. At a minimum, we recommend targeting the language that matches the language of the advertising creative.

Exclude users who are already familiar with your product

To avoid spending your budget on users who are already familiar with your product, create an audience segment based on your bot's audience or previous campaigns and exclude it from active campaigns.

This will help reduce repeated impressions and direct your budget toward acquiring new users.

For more information about creating and using audiences, see Audience.

Exclude underperforming platforms

Analyze platform performance and pay attention to platforms that receive a large number of impressions but generate few or no clicks or conversions.

You can exclude such platforms from the campaign to redistribute your budget to more effective traffic sources.

To exclude platforms from ad delivery, open the campaign settings and, in the Targeting section, click Exclude impressions on some platforms.

In the field that appears, enter the platform ID you want to exclude and click the "+" icon. Add all required platforms and save the campaign changes.

Use conversions and tCPA

Setting up conversion tracking allows you to optimize campaigns not only for clicks but also for actual target user actions.

After receiving 10 conversions, tCPC optimization for maximum conversions and the tCPA (Target CPA) pricing model become available.

For more information about setting up conversion tracking, see API for conversion confirmation.

Quickly launch a tCPA campaign

Once the tCPA model becomes available in the dashboard, you can quickly create a tCPA campaign based on an existing CPM or tCPC campaign:

1. Copy the existing campaign - a new draft will be created with all of its settings.

2. Go to the campaign settings and, in the Strategy section:
   • select the Target CPA pricing model;
   • select the optimization goal - Goal 1, Goal 2, or Goal 3;
   • enter the target CPA value.

3. Save and launch the campaign.

Increase the volume of impressions

If the impression volume in a CPC campaign is lower than expected, check whether the CPC is set below the recommended value shown on the campaign settings page.

For tCPA campaigns, low traffic volume during the learning phase is normal. If the impression volume remains low after the learning phase is complete, try increasing the tCPA. At the current value, the algorithm may not be able to find enough traffic to generate conversions at the specified cost.

10. Modifying Campaign Parameters

After analyzing statistics, you can adjust campaign settings:

• Changing banner settings sends the campaign back to moderation.
• Adjusting strategy and targeting parameters does not require additional moderation.
• Any change to a tCPA campaign's settings, except for changes to the daily budget, will send the campaign back into the learning phase.

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If you have any questions, contact AdsGram Support.