Many people only know that Telegram is a social platform commonly used by the cryptocurrency community and cross-border users, but it also has great potential in the field of game promotion. Especially in the Southeast Asia, Latin America, and Eastern Europe markets, Telegram has high user activity, low advertising competition, and game advertisements often achieve low cost and high conversion. This article dissects the entire advertising process of a Southeast Asian mobile game on Telegram with a real case, showing how to plan from scratch to finally achieve a CPC of $0.09, a registration conversion rate of 17%, and 23,000+ new registrations in 7 days.
Project background: The game type is MMORPG, targeting markets including the Philippines, Indonesia, Malaysia, and Thailand, aimed at 18-35 year old male active mobile game players. The budget is $2000 for a two-week period, with the goal of acquiring registered users and improving in-game retention.
Why choose Telegram for advertising? The main reasons are low cost, precise targeting, and short conversion paths. Telegram has a high penetration rate in Southeast Asia, little competition for ad slots, and ads directly lead to a Bot, then to game download links or gift pack collection, facilitating rapid conversion.
Pre-launch preparations include three parts: advertising materials, reception structure, and target user locking. Materials focus on combat scenes and BOSS killing images to attract users, with titles and copy emphasizing rare equipment and limited-time rewards; the reception structure guides gift pack collection and channel following through a Bot, and collects country, language, and device information; targeting is directed at the Philippines, Indonesia, Thailand, and Malaysia, ages 18-35, with interests locked on gaming and MMORPG.
The advertising strategy uses a combination of keyword ads and entertainment channel ads. Initial keyword ad bids are $0.5 CPM, retaining high-efficiency words with a CTR>2%, and increasing the budget; channel ads choose active entertainment channels, bid $0.4 CPM, with a readability requirement>20%, and top display of ads.
Actual data shows that keyword ads had 280,000 impressions, a CTR of 4.3%, a CPC of $0.09, and a registration conversion rate of 17%; channel ads had 150,000 impressions, a CTR of 3.1%, a CPC of $0.12, and a registration conversion rate of 15%; totaling 430,000 impressions, a CTR of 3.9%, a CPC of $0.10, and a total of 23,000+ registrations.
The optimization process includes eliminating inefficient keywords during the first 3 days of testing, locking in the Philippine and Indonesian markets on days 4-7, increasing the budget by 30%, retaining 8 high-conversion keywords, and from day 8 onwards, coordinating Bot activities to push limited-time PVP matches and recharge rebates, enhancing second-day retention.
Results highlights: CPC reduced to $0.09, registration conversion rate of 17%, 23,000+ new registrations in 7 days, in-game payment conversion increased by 12%, and high user activity.
Replicable tactics summary: High-click copy + welfare promises attract clicks, Bot reception direct links build trust and collect data, fine-tuning country targeting, continuous keyword review, and activities coordinated with advertising to enhance retention. For mid-to-heavy mobile games going overseas, Telegram is a low-cost customer acquisition channel worth focusing on.
