[{"data":1,"prerenderedAt":307},["ShallowReactive",2],{"blog-post-telegram-ads-examples-how-to-assess-the-text-and-the-offer":3},{"id":4,"title":5,"author":6,"body":8,"date":294,"description":14,"extension":295,"image":296,"meta":297,"navigation":298,"path":300,"seo":301,"sitemap":302,"stem":305,"__hash__":306},"blog_en_posts\u002Fblog\u002Ftelegram-ads-examples-how-to-assess-the-text-and-the-offer.md","Telegram Ads examples: how to assess the text and the offer",{"name":7},"Brandon Ngyen",{"type":9,"value":10,"toc":280},"minimark",[11,15,20,34,55,59,62,65,84,87,91,94,97,100,104,107,119,128,137,146,150,164,167,170,174,183,219,222,227,232,235,240,249,254,257,261],[12,13,14],"p",{},"A Telegram ad is a text and a button, and behind the button sits a page. The text decides whether the button gets tapped; the page decides what happens next. So the two are read together. We start with what an ad is made of and where to find live ones. Then four texts are taken apart element by element. The last part is what to check in your own ad and its page.",[16,17,19],"h2",{"id":18},"what-a-telegram-ad-consists-of","What a Telegram ad consists of",[12,21,22,23,33],{},"The official ",[24,25,32],"a",{"href":26,"rel":27,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines",[28,29,30],"nofollow","noopener","noreferrer","_blank","guidelines"," describe an ad as a text and a button that opens a link to the advertised product, and they limit the text to 160 characters including spaces. The link from the URL field is what the button under the ad opens; the table below summarises the format and link requirements. Image and video formats were added in September 2024, according to market reports.",[12,35,36,37,42,43,48,49,54],{},"ElementHow it worksWhere it is writtenTextCapped length, spaces counted; no line breaks, bullet points or numbered lists; no gimmicky capitalisation, spacing or symbols; no excessive emojiGuidelines, sections ",[24,38,41],{"href":39,"rel":40,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#1-ad-format",[28,29,30],"1"," and ",[24,44,47],{"href":45,"rel":46,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#2-editorial-requirements",[28,29,30],"2","ButtonOpens the link from the URL field. For website ads the label comes from a preset list: Open Website, Learn More, Buy, Order, Try, Leave a Request and a few more; the account shows which are availableGetting-started page (button and URL field); the label list is in the accountLink in the textOne optional link written as @link, t.me\u002Flink or t.me\u002Flink\u002F123, leading to the same destination as the button; bot links may carry a start parameter; no shorteners and no IP addressesGuidelines, section ",[24,50,53],{"href":51,"rel":52,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#3-link-format",[28,29,30],"3","MediaImage or video; the specifications are set by the accountThe account settingsDestinationWebsite, channel or bot from a corporate account opened through a reseller or an agency; channel or bot only from the pared-down account opened by phone loginAccount settings; getting-started page",[16,56,58],{"id":57},"where-to-see-real-telegram-ad-examples","Where to see real Telegram ad examples",[12,60,61],{},"Start with the ads already running in large public channels relevant to your niche; Telegram calls these ads sponsored messages. The developer documentation places an ad after all ordinary posts, or between posts, with a minimum number of messages required between two ads. Scroll to the end of the feed, record the ads you come across, and revisit the channel at different times.",[12,63,64],{},"For each ad, note five things:",[66,67,68,72,75,78,81],"ul",{},[69,70,71],"li",{},"the first words, where the reader decides whether to keep going;",[69,73,74],{},"the one detail that makes the offer concrete: a date, a price or a place;",[69,76,77],{},"the button label, which names the action the advertiser expects;",[69,79,80],{},"the destination type: channel, bot or website;",[69,82,83],{},"whether an image or a logo is used.",[12,85,86],{},"Telegram publishes no list of the ads that are running. Tools sold as an ad library or an ads spy collect such ads for you. None of them publish the size or the freshness of their archive, so check by hand: enter your own niche and see how many ads come back and what dates they carry.",[16,88,90],{"id":89},"how-adstat-collects-other-advertisers-ads-and-compares-your-own","How Adstat collects other advertisers' ads and compares your own",[12,92,93],{},"Adstat is a service for day-to-day work with Telegram Ads, and the company describes its spy service as a competitor-ad insights area. For each collected ad it shows the ad text, whether a logo is used, the run period and advertiser details, plus the dates and volume of impressions and the channels where the ad was placed. This covers most of the items listed in the previous section; check the button label, the destination and the image yourself. Repeated appearances help shortlist copy to study and say nothing about its performance.",[12,95,96],{},"The second half of the job starts after your own versions go live. The statistics table in the same account shows the creative text and the button text as columns next to spend, impressions, clicks, click-through rate, conversion rate, CPM, cost per click and cost per action.",[12,98,99],{},"It supports 5-minute intervals for the last five days, up to two days per request, plus daily date selection from 1 January 2022, with export to Excel and CSV. Two versions of a text can then be compared over the same window against the same objective before the budget goes up.",[16,101,103],{"id":102},"telegram-ad-examples-four-templates-taken-apart","Telegram ad examples: four templates taken apart",[12,105,106],{},"The four texts below were written for this article as illustrations; they are not live campaigns and have no results to show. Each example presents an offer and explains what readers should find after the click. Character counts include spaces.",[12,108,109,113,114,118],{},[110,111,112],"strong",{},"Template 1, a channel, 134 characters."," ",[115,116,117],"em",{},"Exam speaking practice in English, small online groups, three evenings a week. First session free. The next group starts on 5 October."," The opening names the activity: speaking practice for an exam. Group size and schedule give readers concrete details to assess, and the free session with a date is the next step, kept in the channel's pinned post.",[12,120,121,113,124,127],{},[110,122,123],{},"Template 2, a channel, 129 characters.",[115,125,126],{},"Remote marketing vacancies in Egypt, checked by an editor and posted every morning. Salary shown whenever the employer states it."," The copy states the posting rhythm and the editorial check, which is what a job channel offers. The salary sentence makes clear that some listings come without one, so the channel promises no more than it publishes.",[12,129,130,113,133,136],{},[110,131,132],{},"Template 3, a website, 115 characters.",[115,134,135],{},"Ethiopian coffee roasted in Kuala Lumpur and delivered within two days of roasting. Choose your grind and bag size."," Place and time make the offer checkable, and the second sentence describes the page the button opens. If the shop cannot deliver in two days everywhere it targets, drop the number.",[12,138,139,113,142,145],{},[110,140,141],{},"Template 4, a bot, 140 characters.",[115,143,144],{},"A bot that turns voice notes into text in Arabic and English. Forward a note, get the text back in the same chat. First 20 minutes are free."," The middle sentence is the instruction the bot repeats after the start command, so the ad and the destination say the same thing. The free allowance sets a limit, and a start parameter in the link can carry a source marker if the bot reads and stores it.",[16,147,149],{"id":148},"telegram-ad-copy-risky-wording-and-clearer-alternatives","Telegram ad copy: risky wording and clearer alternatives",[12,151,152,153,157,158,163],{},"The examples below concern two sections of the guidelines. ",[24,154,156],{"href":45,"rel":155,"target":31},[28,29,30],"Section 2"," covers style and is summarised in the first table. ",[24,159,162],{"href":160,"rel":161,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#5-4-deceptive-misleading-or-predatory-advertising",[28,29,30],"Section 5.4"," covers deceptive and misleading advertising: clickbait, exaggerated comparisons and absolute claims, questions that highlight a reader's personal characteristics, and lines that imply a bad outcome for the viewer. Each row pairs a typical draft with a version that keeps the offer while avoiding risky wording.",[12,165,166],{},"Instead ofWriteWhat changedBEST coffee in KL!!! Click NOWEthiopian coffee roasted in Kuala Lumpur, delivered within two days of roastingThe clickbait call to action, the unsupported superlative and the emphatic formatting are removed (sections 2 and 5.4); a place and a time make the claim checkableTired of living paycheck to paycheck?Remote marketing vacancies in Egypt, posted every morningA question about the reader's financial status is the case the guidelines illustrate themselves (\"Looking to pay off high debt?\"); naming the vacancies is enoughCheaper than any other roaster in MalaysiaEthiopian coffee in 250 g bags. Roast date on every label; prices on the pageComparing with other brands is banned; specifics replace the comparisonDo not let weak English hold you backExam speaking practice in English, small online groups, three evenings a weekImplying a negative outcome for the viewer is listed there too; the situation becomes an offer",[12,168,169],{},"One more check comes from outside the guidelines: read the text without the button. If the reader cannot tell what they get, name the product and say what the click leads to.",[16,171,173],{"id":172},"the-offer-behind-the-button-matching-the-destination-to-the-text","The offer behind the button: matching the destination to the text",[12,175,176,177,182],{},"The review does not stop at the text. ",[24,178,181],{"href":179,"rel":180,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#4-3-irrelevant-destinations",[28,29,30],"Section 4.3"," of the guidelines requires the destination to match the ad text; the example in the rules is a cat food ad that links to an online clothing store. Before launch:",[184,185,186,189,198],"ol",{},[69,187,188],{},"Make the advertised offer easy to find on the landing page or in the pinned post: the guidelines require the destination to match the ad text.",[69,190,191,192,197],{},"Check that the website opens from the target country without logging in, or that the bot responds to commands on mobile and desktop (",[24,193,196],{"href":194,"rel":195,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#4-2-destination-functionality",[28,29,30],"4.2",").",[69,199,200,201,206,207,212,213,218],{},"For a channel, check the profile image and description (",[24,202,205],{"href":203,"rel":204,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#4-1-profile-details",[28,29,30],"4.1",") and the recent posts (",[24,208,211],{"href":209,"rel":210,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#4-5-empty-destinations",[28,29,30],"4.5","). Check the language separately: under ",[24,214,217],{"href":215,"rel":216,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#4-7-language-mismatch",[28,29,30],"4.7"," it has to match across the destination, the ad and the channels where it runs.",[12,220,221],{},"When an ad is declined, the reason is shown inside the ad with a link to the relevant guidelines. In reseller accounts, editing the ad text or the link returns the ad to In Review, and it is not shown until approved, so change the destination and the text in one pass.",[223,224,226],"h3",{"id":225},"questions-and-answers","Questions and answers",[12,228,229],{},[110,230,231],{},"Do spaces and emoji count toward the character limit?",[12,233,234],{},"Yes. The guidelines state the limit with spaces included, and emoji also count toward the limit. The rules do not ban emoji; they ban intrusive, excessive or gimmicky use, and every emoji takes up room a concrete word could otherwise fill. Count the final text with spaces before submitting.",[12,236,237],{},[110,238,239],{},"Can I reuse a competitor's text that has run for months?",[12,241,242,243,248],{},"No. ",[24,244,247],{"href":245,"rel":246,"target":31},"https:\u002F\u002Fads.telegram.org\u002Fguidelines#5-3-third-party-rights",[28,29,30],"Section 5.3"," of the guidelines covers third-party rights, including plagiarism and impersonating brands, and your wording still has to match your own offer and destination under section 4.3. Copy the structure instead: the detail they chose, the promise after the click, the button.",[12,250,251],{},[110,252,253],{},"Does the button label count toward the character limit?",[12,255,256],{},"No. The limit in the guidelines applies to the ad text, and the button is a separate element. Spend the characters on the offer and let the button name the action.",[16,258,260],{"id":259},"what-to-do-first","What to do first",[184,262,263,266,277],{},[69,264,265],{},"Open five large channels in your niche and note the ads at the end of the feed: first words, the concrete detail, the button label, the destination type.",[69,267,268,269,42,272,276],{},"Write the text around one concrete detail, say what the click leads to, count it with spaces, and read it against sections ",[24,270,47],{"href":45,"rel":271,"target":31},[28,29,30],[24,273,275],{"href":160,"rel":274,"target":31},[28,29,30],"5.4"," of the guidelines. Then open the destination as a stranger from the target country and cut from the ad text anything that is not there.",[69,278,279],{},"Launch two versions with the same targeting and CPM and compare them against the same objective before increasing the budget.",{"title":281,"searchDepth":282,"depth":282,"links":283},"",2,[284,285,286,287,288,289,293],{"id":18,"depth":282,"text":19},{"id":57,"depth":282,"text":58},{"id":89,"depth":282,"text":90},{"id":102,"depth":282,"text":103},{"id":148,"depth":282,"text":149},{"id":172,"depth":282,"text":173,"children":290},[291],{"id":225,"depth":292,"text":226},3,{"id":259,"depth":282,"text":260},"2026-09-22","md",null,{},{"title":5,"description":299}," What to ask before you buy Telegram members, how to examine the evidence a provider offers, and which ways of growing a channel can be measured.","\u002Fblog\u002Ftelegram-ads-examples-how-to-assess-the-text-and-the-offer",{"title":5,"description":299},{"loc":300,"videos":303,"images":304},[],[],"blog\u002Ftelegram-ads-examples-how-to-assess-the-text-and-the-offer","1i7MAUHo7H6xfwXmxKCP3rmjU_Xy3Oh3eiKL3ku0NHs",1790257278994]