How to halve the cost of app installation in Telegram Ads: Netpeak’s experience
Telegram Ads is rapidly evolving from an experimental platform to a full-fledged customer acquisition channel. Its main advantage is high quality traffic and native user interaction. But how to turn this advantage into a tangible business result? Our team tested whether the Telegram advertising tool can effectively promote a mobile app using the example of a Ukrainian online insurance service.
Thebusiness objective was to test Telegram Ads as a new channel for promoting the app, further increasing brand awareness.
Strategy: precise targeting and new formats
To achieve the result, we combined several approaches – from classic targeting and a bonus offer to testing a completely new advertising format on Telegram.
Step 1. We focused on two targeting models: advertising in thematic channels (auto, finance, business) and advertising by phone number database. We tried broad/narrow targeting, different channels by topic, for example, Cars & other vehicles, Economy & Finance, Business & Entrepreneurship. This approach allowed us to exclude existing app users from the campaigns and focus exclusively on the new audience.
Step 2. We used a strong offer. Everyone who installed the app received a UAH 200 bonus for car insurance with the promo code TGPES. We emphasized this offer in the visuals with unique premium emojis.
Example of launching a promotional code
Step 3. We tested a new format for Telegram Ads – an ad with a picture. Despite the fact that CPM for image ads was 40.8% higher, this format showed better conversion and lower cost per follower than text ads.
Comparative table of ad placement options
Step 4. We implemented deeplinks and Branch.io analytics to track which campaigns brought in the most installs. The only thing left to do was to constantly optimize creatives, targets, and budgets.
Results
The planned KPI was 150 UAH per installation. The actual result was 74 UAH, which is twice cheaper than the forecast.
Promotion results
In two weeks, the campaign brought almost a million impressions and a CTR of 0.49%. The cost per click was only 10.95 UAH, and the conversion rate from click to install was 14.27%. The conversion rate from a click to a targeted action was even more impressive – 25.43%.
This proved that even in a highly competitive niche, Telegram Ads can deliver performance that exceeds the expectations and results of classic performance channels.
3 key takeaways for marketers from the case study
- Telegram Ads is no longer a test tool, but a competitive channel for mobile marketing. Given the right approach and a favorable offer, it can demonstrate performance comparable to classic performance channels.
- Even in the competitive insurance niche, the value proposition plays a crucial role. A promo code with a bonus provided not only additional motivation but also increased conversion to installation.
- Telegram’s new advertising formats are quickly proving their effectiveness. Visual ads, despite their higher cost per impression, can reduce the overall cost of user acquisition due to greater engagement.
