The Power of Telegram Ad Format: Conversions x18 and CTR Boost [Case Study]

We are back with a fresh case study, and this time, it involves our new ad format – Telegram Ads, your opportunity to buy converting and highly-engaged traffic from Telegram mini apps. Our partners, who have created a Telegram app (in Finance vertical), sought to expand its reach and increase conversions. As such, the team turned to us for our innovative advertising solutions.

We’re delighted to share their success story. So, read on to find out more!

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The Offer: What Was It?

As we said, their product is a Telegram mini app aka mini game. It offers a gamified experience where users plant and harvest crops to earn virtual in-game tokens. Our partners used a creative similar to this one:

This concept introduced users to entertainment + reward opportunities, making the product ideal for traffic engagement. As such, the team’s objective became clear: to increase conversions via our top ad formats — In-page push and Telegram Ads format.

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Campaign Setup: Launch Details

Our partners started their first campaign using PropellerAds’ In-page push ad format, which directs traffic to their TG mini app. While this method showed promise, it didn’t provide the scalability they desired. So, a new format was advised, and you’ll love where this is going!

This ad format complemented the In-page push traffic and elevated the campaign’s performance by a significant margin. While our partners insisted we should be “hush-hush” about their ROI, we’ll soon compare the two separate campaigns and evaluate their impact — one without and one with Telegram Ads format. 

1. Campaign setup

Here’s how both campaigns were set up:

• Budget: Each campaign was allocated over $200 daily.
• Pricing Model: CPA Goal.

2. Targeting

With the budget and pricing in place, our partners made specific plans for their targeting:

• Language: English.
• Platforms: Android, iOS, Windows, Linux, MacOS (each platform targeted separately).
• Device Targeting: Minimal. This was intentional, as the team wanted to evaluate overall traffic performance first.

OS	Impressions	Conversions
Android	11 899 655	23 717
iOS	1 131 026	1 482
Windows	1 129 063	30
Linux	69 241	145
Mac OS	99 506	38

3. Multi-GEO Targeting

Both campaigns targeted multiple geographical regions (GEOs), with cost-per-action (CPA) rates adjusted per location. The table below shares their rates:

GEO	Campaign 1 (without Telegram Ads) rates	Campaign 2 (with Telegram Ads) rates
NG	$0.04	$0.05
BD	$0.04	$0.05
PK	$0.03	$0.05
IN	$0.03	$0.03
ID	$0.03	$0.05

As seen above, the advertiser increased rates for Campaign 2 to attract more traffic, especially in Nigeria (NG), Bangladesh (BD), Pakistan (PK), and Indonesia (ID).

4. Conversion Tracking and Budget Optimization

Our internal conversion tracker was integral to our partner’s success. Accurate conversion tracking ensured the correct functioning of the CPA pricing model, which, in turn, performed automatic budget optimization. This ensured that our advertiser could receive the best traffic staying within the planned budget.

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Execution and Performance: Comparing the Campaign Results

Both campaigns ran side by side from September 20 to October 19, 2024. This allowed our partner to compare the performance of both campaigns easily. 

Now, let’s break down the results to note the impact of Telegram Ads format on the advertiser’s campaign:

Campaigns	Impressions	Conversions	CPM	CTR
Telegram Ads 1	9 080 458	18 921	0.11	2.77
Telegram Ads 2	830 873	4 272	0.429	5.204

• The Click-Through Rates (CTR) were significantly higher than other traffic sources.
• Conversions saw a notable spike thanks to new app users and subscribers.
• Cost Per Mille (CPM) was incredibly low while scaling traffic.

So, can we conclude that Telegram Ads improved things? Not yet! The image below shows the results when we excluded the new traffic source.

Campaigns	Impressions	Conversions	CPM	CTR
Campaign 1	2 003 229	1 524	0.045	2.387
Campaign 2	2 612 741	679	0.021	2.544

From the image, the campaign’s performance dropped noticeably in terms of Click-Through Rates and conversions. Indeed, this underscores the value Telegram Ads brought to our partner.

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GEO Insights

The campaign results wouldn’t be complete without mentioning its success with targeted GEOs. Let’s check the image below to see how these regions panned out throughout the campaigns.

GEO	Impressions	Conversions	CPM	CTR
NG	12 207 842	24 021	0.121	2.886
IN	1 323 554	348	0.013	2.634
PK	399 895	5	0.05	2.529
ID	232 001	8	0.003	1.184
BD	38 834	3	0.011	1.439

As seen above, the majority of traffic came from Nigeria (NG) — a whopping 12 million impressions. It’s no wonder our advertiser increased rates for this GEO to capitalize on its success. There were 400,000 clicks in this region, with over 25,000 conversions.

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Why Telegram Ads Worked?

This ad campaign showcases how robust and powerful our new traffic source, Telegram Ads, can be. What started as a bold experiment (thanks to our account manager’s suggestion) has turned into a profitable venture for our partners.

Here are some reasons why this new product worked so well:

1. Engaging format

Telegram Ads blend into the user experience on the messaging platform so well. Thus, they become less intrusive and are more likely to drive engagement.

2. Niche Audience

The Telegram audience loves mini apps, so our partner’s product and this traffic were a match made in heaven.

3. Scalable Traffic

By leveraging multi-GEO targeting and optimized rates, the campaigns effectively extended to all audiences, regardless of location.

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Partner with PropellerAds Today and Enjoy Our New Traffic Source

You’d agree that this case study is packed with insights, reinforcing Telegram mini apps’ potential as a robust source of well-converting traffic. It works!

This proved true with our partner’s offer, which achieved remarkable results in one month. Here are a few takeaways:

• Telegram Ads format delivers high CTR and conversions at a low cost.
• Multi-GEO campaigns with adjustable rates maximize traffic potential.
• Integrating new ad formats can significantly boost campaign scalability and ROI.

If you’re considering exploring the Telegram Ads format for your next campaign, this success story has revealed its potential. Don’t hesitate to join us today to get started!