Telegram ads case: Mini App owner’s request
A Telegram mini app owner approached RichAds and wanted to quickly purchase a good audience.
Initially, he had no understanding of which countries he needed or which formats he wanted to use – he was ready to test various formats to assess the effectiveness specifically for his app. As a result, the client and manager chose 3 case study Telegram ad formats: push-style, interstitial banner, and video.
Telegram Ads case start: all about the app
- App theme: a game, character life simulator
- Goal: growing the audience and acquiring active users
- Conversion: app launch
- Initial audience: 3,622 users
- Case period: one week
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Telegram Mini App advertising strategy
It is important to note that the advertising campaign strategy and setup for all three best performing Telegram ads formats were identical to make the test as objective as possible.
Ad campaign setup for all Telegram ads formats:
- GEOs for testing: CIS, Asia, USA
- Impressions: 2 times per day per user
- Whitelists: yes, selected by manager (only top sources)
- Bids: minimum for the regions
- Creatives: free localized creatives for each GEO and format from RichAds managers
Three formats were used, as mentioned earlier: push-style, interstitial, and video. Below you can see how the ads look in each of them.
- Push-style.
Reminiscent of a classic push notification without a banner. It includes an icon, short headline, and description. Thanks to its native style and resemblance to a regular notification, this Telegram format gives a high CTR. You can launch starting from $0.015 per click, and when monetizing with RichAds, the minimum bid is $0.01!
- Interstitial.
This is a full-screen static banner with a headline, text, and button. The format works well without pressuring the user, and the bid starts from $1.5 per thousand impressions.
- Video.
Full-screen video with text and a button. It can be closed after a few seconds, but the video has time to engage. The minimum bid starts from $3 CPM, and with RichAds monetization, it’s cheaper — $1.5 CPM.
Below we’ll talk about the results of each format in each region, show how it looks (without real examples of creatives to avoid disclosing the client’s strategy).
Region #1. Test and results for CIS
Let’s examine what the advertiser received in the Telegram advertising case specifically in the CIS region. For each format, the following GEOs were tested – Russia, Ukraine, Kazakhstan, and Uzbekistan.
Push-style Telegram ads for CIS
When launching in CIS, push-style advertising had quite a high (spoiler: but not the highest) winrate (a metric that determines the success of a bid compared to other ads and allows you to get traffic) and CTR, even though the bid was minimal for each country — on average $0.01 per click.
Most conversions came from Russia and Ukraine, 7.8k users for each GEO. By conversion — Uzbekistan was the most profitable direction, with a CR of 17% and the lowest cost per lead — $0.056. The most expensive GEO was Russia, cost per lead $0.08, and CR — 12%.
Average results for CIS for push-style advertising:
- Average cost per user: $0.065
- Click-to-conversion rate: 15.29%
- Impression-to-conversion rate: 7.02%
- Active users: 21.3% (tracked on the app side)
- Cost of an active, returning user: $0.305
Important: active users in this case are users who, according to the app owner, actively interacted in the app and generated revenue either through ad views or in-game purchases.
Video ads on Telegram for CIS
This ad type also worked great in the CIS region, with a high winrate, but a higher cost per lead, minimum cost in Russia and Ukraine — $0.017 per user. Conversion was lower than push-style notifications, with the highest being in Kazakhstan — 5%.
Average results for CIS for video advertising:
- Average cost per user: $0.184
- Click-to-conversion rate: 4.62%
- Impression-to-conversion rate: 0.81%
- Active users: 39.7%, tracked on the app side
- Cost of an active, returning user: $0.463
Thus, according to RichAds’ team observations in this case, video has a lower conversion rate, higher cost per user, but the audience is more active and interested in the app. The video lasts 10 seconds — during this time, the app manages to interest the user and attract exactly the relevant audience for the mini app!
Interstitial ads in Telegram for CIS
This format showed the highest winrate and the lowest cost per click — $0.005. The highest conversion rate was in Ukraine — 6%, and the lowest cost per lead in Kazakhstan — $0.08. In terms of conversions, Russia led with 1,053, but they turned out to be the most expensive — $0.1 per lead.
Average results for CIS for interstitial advertising:
- Average cost per user: $0.097
- Click-to-conversion rate: 5.93%
- Impression-to-conversion rate: 1.54%
- Active users: 27.2%, tracked on the app side
- Cost of an active, returning user: $0.357
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Results in CIS for all formats
The cheapest and highest-converting format for the CIS region is definitely push-style, with an average lead cost of $0.06, and click-to-conversion rate of 15%. In terms of cost per active user, interstitial ads are almost the same as push-style, with an average of $0.3 per user.
The video format is slightly more expensive, but it leads in terms of the percentage of active, engaged audience with a rate of 39%.
Average results for all formats for CIS:
Average cost per user: $0.076
Click-to-conversion rate: 11.73%
Impression-to-conversion rate: 3.8%
Region #2. Test and results in the USA
The next region for testing belongs to Tier 1 and is one of the most expensive for launching any format but is famous for the quality and purchasing power of its audience, which is why the mini app owner chose it for the Telegram ads case!
Push-style ads in Telegram for the USA
The format definitely showed the highest CTR at 40%, while maintaining a fairly low cost per lead — $0.06. Among all formats, push-style also had the highest CR in the USA — 15%, with more than 30k clicks. The client’s spend was also quite high compared to other formats — $312.
Results for the USA for push-style ads:
- Average cost per user: $0.065
- Click-to-conversion rate: 15.45%
- Impression-to-conversion rate: 6.24%
- Active users: 18.8%, tracked on the app side
- Cost of an active, returning user: $0.346
Video ads in Telegram for the USA
The video format in the USA stood out with a really low cost per click — $0.005, and a high winrate — 105%. However, the cost per lead was the highest among all formats — $0.14, but the advertiser spent only $41.
Results for the USA for video ads:
- Average cost per user: $0.15
- Click-to-conversion rate: 3.44%
- Impression-to-conversion rate: 1%
- Active users: 34.2%, tracked on the app side
- Cost of an active, returning user: $0.439
Interstitial ads in Telegram for the USA
This format is definitely the cheapest in the USA with a click cost from $0.004 and a total spend of only $31. However, CR was the lowest and there were fewer clicks than in other formats.
Results for the USA for interstitial ads:
- Average cost per user: $0.125
- Click-to-conversion rate: 3.22%
- Impression-to-conversion rate: 1.2%
- Active users: 26.1%, tracked on the app side
- Cost of an active, returning user: $0.479
Results for the USA for all formats
As with CIS, push-style format leads in the USA in terms of the lowest cost per user — $0.065, as well as click-to-conversion and impression-to-conversion. As for active users specifically, the video format wins by percentage — 34%, and interstitial is in second place — 26%.
However, the lowest cost per active, engaged user is still in push-style format — $0.3.
Average results for all formats for the USA:
Average cost per user: $0.072
Click-to-conversion rate: 11.38%
Impression-to-conversion rate: 4.3%
Surprisingly, the USA turned out to be slightly cheaper than CIS in terms of pricing, and the impression-to-conversion rate was even higher!
Region #3. Test and results in Asia
Asia is definitely one of the most contrasting Tier 3 regions, since you can target both expensive Singapore and cheaper India, but in any case, Asia brings a high conversion rate and engaged users. We tried to test different regions to see what exactly works.
Below, let’s see what results our client achieved when purchasing an audience for his Telegram mini app.
Push-style ads in Telegram for Asia
The highest winrate at the minimum push-style bid was in Vietnam — as much as 105%. The lowest cost per lead in this format was in Indonesia — only $0.05, and the highest CR was also there — 18%. The second country in affordability and conversion was again Vietnam, with a cost per lead of $0.06, and CR 16%.
Average results for Asia for push-style ads:
- Average cost per user: $0.0707
- Click-to-conversion rate: 14.14%
- Impression-to-conversion rate: 5.29%
- Active users: 19.1%, tracked on the app side
- Cost of an active, returning user: $0.37
Video ads in Telegram for Asia
In the video format, Singapore brought the highest number of conversions — 252. The cheapest country was Vietnam with a cost per lead of $0.14, and the highest CR was in Indonesia — 4%. As with the previous format, Vietnam is the top GEO in terms of price/CR ratio since the cost per lead is the lowest, and conversion is in second place — 3.8%.
Average results for Asia for video ads:
- Average cost per user: $0.18
- Click-to-conversion rate: 3.63%
- Impression-to-conversion rate: 0.8%
- Active users: 34.9%, tracked on the app side
- Cost of an active, returning user: $0.516
Interstitial ads in Telegram for Asia
Vietnam is the cheapest GEO for interstitial format too, with a price from $0.11 per lead, and the highest CR — 4.4%. In terms of conversion numbers, Singapore leads again — 201 conversions. The second GEO by CR is Hong Kong, and the lowest cost per lead is in Singapore.
Average results for Asia for interstitial ads:
- Average cost per user: $0.172
- Click-to-conversion rate: 3.61%
- Impression-to-conversion rate: 0.9%
- Active users: 26.7%, tracked on the app side
- Cost of an active, returning user: $0.644
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
Results in Asia for all the formats
As in other GEOs, the most cost-effective format per user in Asia was push ads at a price from $0.07. It’s also at the top for click-to-conversion and impression-to-conversion rates. Video advertising is again in first place in terms of active users — 34%, but the price for such a user is quite high, from $0.5. Interstitial ads rank second in engaged users, but the price is even higher — $0.6.
Average results for all formats for Asia:
Average cost per user: $0.076
Click-to-conversion rate: 11.73%
Impression-to-conversion rate: 3.8%
Real results from Telegram ads and mini app owner feedback
Overall, all three formats perform similarly in each region — push-style leads in terms of the lowest cost per lead and conversions from impressions and clicks, video ads lead in engaged users in the app, along with the interstitial format.
By GEO, the USA turned out to be the cheapest country in terms of average cost per user — $0.072 and led in impression-to-conversion rates. CIS and Asia have similar average metrics and are just slightly more expensive than the USA.
According to the case results, the mini app owner increased his audience by as much as 20 times! From 3,622 monthly users, he gained 61,328 active users monthly! According to the client’s feedback — the audience is of high quality, bringing profit from ads and in-game purchases!
Conclusion
These Telegram ads cases across three formats show which format to choose based on price accessibility and depending on your goal in any GEO.
If you’re looking for how to gain a quality audience for your Telegram mini app or bot, we definitely recommend launching ads with RichAds and boosting your MAU by 20 times! Moreover, we’ll provide you with converting whitelists and help you with a strategy specifically tailored to your app.
What is RichAds?
Ad network for telegram ads,
high quality push and popunder ads,
domain redirect, native and display traffic source,
buy push ads at $0.005 (CPC), pop ads at $0.5 (CPM),
domain ads costs start from $1.5 (CPM), native ads — from $0.001 (CPC),
ad network offers large volumes of traffic in more than 200 geos from Tier 3 to Tier 1.
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