Telegram Ads Introduces Major Feature Updates

Telegram Ads has announced a series of significant updates aimed at enhancing user experience and expanding opportunities for advertisers.

New Feature: Ads in Telegram Search Results

One of the most notable innovations is the ability to place advertisements directly in Telegram’s search results. Advertisers can now display ads to users entering specific keywords in Telegram’s search bar. This mechanism closely resembles contextual advertising, allowing businesses to target highly engaged audiences within the messenger. The new placement is available across all Telegram Ads accounts — Euro, TON, and Stars.

Technical Highlights

• Minimum CPM (Cost Per Thousand Impressions): €1

• Eligible Promotions: Only Telegram channels and chatbots are eligible. Use of invite links or the “start” parameter is currently unsupported. Website advertising is not allowed.

• Keyword Targeting: Up to 10 keywords can be set per campaign, with each keyword ranging from 4 to 32 characters. Advert titles are also customizable.

Key Benefits

• High-Intent Audience: Ads are shown to users actively searching for topics related to your product or service. For example, a person searching for real estate might immediately encounter your ad.

• Low Competition: As this update is still new, the number of advertisers utilizing the feature is minimal. This creates an early-mover advantage.

• Opportunity for New Niches: Projects in underrepresented niches within Telegram can more easily reach their target audience through this new placement strategy.

Target Users Update: Politics & Incidents Category

Telegram Ads has also enhanced its "Target Users" section with a new option: Show only in channels related to Politics & Incidents. When enabled, your ads will appear exclusively in news channels covering political events and current incidents. The minimum CPM for this placement is just €0.5.

This refinement allows advertisers to more accurately reach users who follow political and breaking news.

Improved Interface for Advertisers

Another important change is the updated ad interface. Advertisers can now preview their ads directly on the campaign creation page without opening a separate tab. This streamlined workflow saves time for media buyers and targeting specialists.