Facebook ads in Kenya: The step by step guide (2020 update)

facebook ads in kenya icons close up

Today, I’m going to show you how to set up Facebook ads in Kenya.

In fact, this is the same procedure I use daily.

Before you set-up your facebook ads, you need:

  • A facebook business page
  • Working credit or debit card. I suggest you use debit card (ATM). Almost everyone with a bank account has it. Deposit at least Kshs. 500 Inside. I will show you later how to use it for your ads.
  • Two great images relevant to what you are selling. Don’t just pull anything off the internet. Why two? Well, let’s just say for now you don’t know which one will attract more eyes. So we better test.
  • Customer research. You need to know who you are selling to. Here’s an article I wrote detailing why and how to research your customer before advertising on facebook in Kenya.

Once you tick all of the above boxes, you are ready for the next step

How to set up your ads

If you have executed the above steps seriously, there’s high chance you are going to hit a home-run in this step especially with the customer research step.

Be warned, you will be wasting your money if you don’t know whom you are selling to.

I repeat, do not use facebook ads in Kenya if you don’t know enough about your potential buyer.

otherwise, let us dive right in.

Step 1: Open ads manager

Open your Facebook account and click on CREATE ADS. You’ll then be asked to select a Facebook Page you would like to use to advertise. Choose your business page.

facebook-ads-in-kenya-choose-a-page

But if you have more than one page, pick the most appropriate

Step 2: Choose your advertising objective

Next, you’ll be given the option to choose your goals (which is now called an ‘Objective’).

facebook-ads-in-kenya-choose-objective

You see, Facebook wants you to be all set from the start that is why they are asking you to choose your objective.

To do that, simply answer the following question,

What do you want to achieve by advertsing on facebook in Kenya?

Here are some of the objectives you will be presented with.

  1. Awareness – make people more interested in your business and products
  • Boost your posts
  • Promote your page
  • Reach people near your business
  • Increase brand awareness
  1. Consideration – encourages the customers to search for more information about your business
  • Send people to your website
  • Get installs of your app
  • Raise attendance at your event
  • Get video views
  • Collect leads for your business
  1. Conversion – encourages your target audience to purchase your products.
  • Increase conversions on a website
  • Increase engagement in an app
  • Get people to claim your offer
  • Promote a product catalogue
  • Get people to visit your shops

What objective will you choose for your ad?

If you have a brand new business for instance, it makes more sense to choose awareness objective. Here, you may opt to promote your business to reach more local people, or promote your page to get likes.

It actually depends with the level your customers are as far as your business is concerned.

Truth is, you can’t start a new business today and sell your products using facebook ads immediately.

It won’t work.

Why?

Your target audience does not know who you are, meaning they don’t trust you.

Research shows that people buy from those they are familiar with. So, first familiarize yourself with the audience before selling to them.

Therefore, take a minute and think before choosing a Facebook ads objective.

  • Do the audience know who you are?
  • Do they trust you?
  • Do they need what you are trying to sell?
  • Do they have the money to buy?

If the answer is no, go for the first objectives: awareness.

Step 3: who do you want to see your ad?

The next step is choosing your target audience. These are the people who you want to reach with your ad.

choosing your target audience on Facebook ads manager

If you choose the wrong people to show your ads, you will be wasting your money.

Why?

You are asking the wrong person to do a wrong task, that’s why.

For instance, if you are selling women shoes, you don’t want your ad to be shown to men, do you?

Can you sell a wedding dress to a single guy? The answer is no.

While in town, have you seen those Maasai guys selling their open shoes to men? Why? They understand their target customer.

So if they do, how about you?

Facebook has the answer: targeting option. It enables you sell directly to those people who are more likely to be interested in your product.

fbads detailed targetting

The big question is how do you identify them?

There are three categories of choosing who to target with your ad

  1. Core audience – here you manually choose who you want to target using detailed targeting tool. You choose those people who are more likely to be interested in your product.
  2. Custom audiences – here you upload a customer contact list (emails) and facebook will use the data to see if they are on facebook. If they find a match, you can then go ahead and target them with your ads.
  • Lookalike audience – here is where you use already existing audience to look for others (who look like them) on facebook.

The last two audiences are very powerful and profitable. Here’s an article showing you how to leverage them.

For now, I want to show you how to use option (i)

(Top Secret) How to sell to those who are interested in your product/service (facebook ads in Kenya)

The answer to the above riddle is to answer this question,

  • Who is your ideal (perfect) customer?
  • What do they like (interests)?
  • Age?
  • Gender?
  • Location?
  • What are some of the challenges (pain) he/she experiences daily?

The secret is to answering the above questions is to perform an in-depth customer research.

That is right.

And the right tool for the job is this animal right here, Facebook Insights Tool. One of my best customer research tools that I use to help me better understand my customers.

I wrote a detailed article on how to use facebook audience insights tool and I suggest you go read it first before you continue.

Here’s what I’d do

Now, to show you how to use the information you got after using the insights tool, let’s assume I’m selling Blenders in Kenya.

So, first I’d go to insights tool and research about the people in Kenya who like Blenders.

And this is what I found;

  1. There are 70k people who like blenders in Kenya

showing the number of people who like blenders facebook in kenya

  1. Mostly women
  • Aged between 25 and 34

facebook-ads-in-kenya-blender-demographics

  1. Most of them work in management positions

facebook-ads-in-kenya-blenders-users-job titles

  1. And they like other pages such as Nairobi Home Appliances, Appliances Kenya, TNL Homes & Gifts among others

facebook-ads-in-kenya-blenders-users-top-page-categories

  1. Most of them like clicking ads, commenting and liking posts

facebook-ads-in-kenya-frequency-activity

Their pains?

  • Blenders not lasting long. I got that by reading authority blogs about blenders. So I will use it in the ad copy
  • They want modern blenders

The information above is enough for me to set up a very effective ad that will capture their attention and motivate them to buy.

When it comes to targeting, I already know who I want to reach

  • Location: Kenya
  • Only women
  • Aged bracket 25-34
  • Interested in Blenders, Nairobi Home Appliances, and Appliances Kenya among others.

As for the ad copy, look at step 6.

Step 4: where will your ad appear?

After choosing who you want to see your ad, the next thing is to decide where you want to run the ad.

facebook ads placement

Facebook has a number of options (under edit placements) of showing your ads

  • Mobile (newsfeed, messenger, and Instagram)
  • Desktop (right column and newsfeed)
  • Other facebook owned properties and mobile apps (Facebook audience Networks)

What you choose here depends on who you want to target. For instance, if most of your target audience uses mobile phones, then choosing Instagram and messenger might deliver the best results as compared to desktop.

If you don’t know what to do in this step, just leave it at AUTOMATIC. Facebook will choose the best placements that will most likely deliver the best results.

Finally, you can also decide whether you want your advert to show immediately, or to show during set dates.

Step 5: how much will this ad cost you?

It is now time to set your budget. This is the point where you set the cost of running your facebook campaigns in Kenya.

facebook-ads-in-kenya-budget

The cost can be defined by the overall amount you want to spend or by the cost of each result you get from the ads.

Facebook has two ways of charging you. Based on

  • Impressions – 1000 views or
  • Per result – example per page like, per link click

To determine the cost of all of these, facebook holds an auction. But wait a minute; it is not the auction you are used to where the highest bidder takes it all, nope.

With facebook auction system, the highest bidder doesn’t necessarily win. There are some other factors to consider. Fortunately for you, I wrote an article diving deeper into the cost of advertising on facebook in Kenya and how this auction works.

Read more here.

The bidding competition depends on your target audience and their interests.

Simply put, if there are other businesses trying to reach the same audience as you, the auction will decide who gets them (the audience).

To avoid any errors and complications, I suggest you leave auction bidding in AUTOMATIC. Facebook themselves will choose for you the appropriate bid that enables you to win the auction.

When it comes to cost of advertising on facebook in Kenya, I sometimes find myself exceeding my budget. And to avoid this, I set limitations to my campaigns.

Actually, there are two rules available for budgets

  • Daily budgets – choose this to instruct facebook to stop the campaign once this amount is reached. For instance, you can set your daily budget at kshs. 300 per day
  • Lifetime budget – here is where you tell facebook to run your ad till all these amount of money is exhausted. E.g if I’m running my facebook campaign for 10 days, I can either use the daily budget Kshs. 300 or lifetime budget of kshs. 3000.

Remember, once the set budget is reached, the ad will stop running.

Step 6: what do you want your ad to look like?

Now, choose a layout for your ad and the content to go with it.

facebook ads format

  • Carousel
  • Single Image
  • Single Video
  • Slideshow

If you select multiple images in a single ad, you will get a carousel. Looks like this

With this kind of layout, it utilizes sliding features to showcase your ad. Doing so gives you more advertising room.

If you don’t want images, you can use a video

But remember, KISS. Keep it short and simple.

You don’t want making things so complicated, considering that you are just getting started. Too many details can bog you down.

But again, if you know what you are doing, be my guest.

For the sake of those who don’t, lets go ahead and start with a single image ad.

Hit ‘select images.’ Either upload your own images or choose from the free stock images. But be warned, you can run into legal trouble if you use other people’s images without their permission. To avoid this, always use your own images.

You do not have to worry whether your image is right or not, facebook will provide some guidelines.

facebook-ads-in-kenya-image-recommentations

One quick note.

Facebook used to have a 20% rule. Here, Facebook wouldn’t approve use of images with text covering more than 20% of the image.

But of late, they have loosened the belt a little bit.

This doesn’t mean that you can get away with it though; you should always stick to the rule. Actually, the less texts on your images, the better on Facebook ads.

Instead of gambling with this 20% rule, go ahead and use wordless images. Such types of images shows what people are going to get.

Or use the ones that convey the emotions that you want your target audience to have (happy, smiling, scared etc)

But if you must use text on the ad image, here is a tool to help you determine if passes the 20% rule.

Also, who said you can’t use your headshot in the ads? That’s right. It is the best option especially if your business is a personal brand.

After cropping the image and formatting it correctly, you can now proceed to writing the copy and choose the CTA.

What to put on the headline

This is the first thing people read when they come across your ad. So make sure it grabs their attention.

How do you achieve that?

Good question. The trick is to tap on the underlying motivations that make people sit up and pay attention. These motivations make them stop what they were doing and pay attention.

Such feelings include:

  • Joy
  • Sorrow
  • Guilt
  • Greed
  • Fear
  • Lust

An average human being experiences some of these emotions in a daily basis. And some of the best headlines tap into these feelings.

For instance, marketing a business is tough and takes time.

What if I said you could market your business easily under 1 week and make money, will I have your attention?

Definitely. This works because I’m taking something you are struggling with and offering to give a shortcut to tackle it.

How about selling? Selling is hard, isn’t it?

What is told you there was an easier of selling anything to anyone, would you be interested?

Below the headline is the ad text: here, you need two things

  • A call to action CTA
  • And some social proof

Here’s a guide on how to write - The aim is to get only the right kinds of people to click!

So that means you need to use a heading that will attract attention only if someone is interested in the product.

You also need to do this while working within some quite strict character limits.

Facebook ads have a headline limit of 25 characters, while the text has a limit of 90 characters.

This is all going to be a little tricky when trying to make your product sound highly compelling but with a little creative thought, you should be able to come up with something.

Here are some tips that will help…

  • Honesty is the best policy in facebook adverting in Kenya. When it comes to getting clicks only from people who are likely to buy from you, the most important thing is to make sure you are upfront and straightforward in describing the product.

Selling watches for kshs. 1000? Then say that it is 1000 right in your advert!

  • Try to eliminate objections and barriers to sale. Barriers to sale are things that prevent people from wanting to click ‘buy’, even though they might theoretically be interested in what it is you’re selling.

For instance, if you’re offering to sell something online, people might feel they’re in too much of a hurry to want to order.

They don’t want to have to put their details in and they don’t want to have to spend a long time reading text.

Thus, a simple line added to your link saying ‘Easy Purchase With One Click!’ can make a huge difference.

  • Think about what it is that your customers want to get out of the product you’re offering. The value proposition describes the way that a product changes someone’s life.

CTA buttons: actually, there a ton of such buttons available. For instance

Dowload vs. Buy Now, Sign Up vs. Learn More.

Luckily, there are a number of studies that has been done to find the best CTA button that converts well.

One such study is by Adroll, and they found out that using LEARN MORE is more effective since it converts the best.

Here is an example;

Headline: Free ebook now!

Text: the 4-step process I’ve used to generate over 40 leads every month through facebook ads in kenya

News Feed Link Description: get the secret system I use daily to cheap but quality leads so you can too scale your business faster.

When you are done, proceed to

CTA: Learn More (and link it your landing page)

Other formulas to use to write effective facebook ad-copy

  • Problem
  • Solution
  • Benefit

Start by stating the problem/pain you are trying to solve in the headline. Remember to punch those emotional buttons we talked about earlier.

Remember the methods I showed to identify main problems/pain experienced by your target audience? Its time use it.

But if you’ve forgotten, go back to customer research and reread it.

Example:

Frustrated with cashflow in your business?

On the Text section, offer the solution to the stated problem and tie it around the product/service you’re selling

Example:

Find the easiest and proven tool & systems that enable you to sell more with less work. These are the actual blueprints I use myself to generate over 100k every month for my 4 businesses

And as for the call to action (CTA), use Learn More and link it to your landing page. I have already showed you why you should use this button and not the others.

Step 7: Place the order

Preview how your ad.. This where facebook shows you how your ad will look once it’s live.

Facebook ads preview

Go through the headline does it capture attention? How about the image and the text (copy), are they all awesome?

If you like what you see, it is time to Place The Order. So hit that button.

Your ad will be submitted for approval if you’ve already linked your debit card (payment/billing method).

Approval will take at least 15 minutes. And you will get notified if your ad is approved. If it is not, don’t freak out. Facebook will tell you why they turned down your ad.

How to link your billing method for facebook ads in Kenya

As for the payment methods, you can always make changes (add or remove) them from your payment settings inside ads manager.

Before adding the payment method, make sure

  • You are the admin of the ads account. only admins are allowed to make changes in the ads manager
  • Check to see if the payment method you’re trying to add is an accepted payment method by facebook

Steps to follow to add your payment method

  • Log In to your facebook account
  • Tap on  3 dots and then click on Ads Manager

facebook-ads-in-kenya-billing

  • Tap on billing
  • Then on Payment Methods
  • In the Add payment methodsection, select your preferred method (credit, debit or paypal)

facebook-ads-in-kenya-add-payment

  • Enter full information

facebook-ads-in-kenya-fill-in-infor

  • Tap on save to confirm the information

Congratulations, you just added your payment method for facebook ads in Kenya.

Next

Step 8: Split testing

What is it, and do you need it?

Well, split testing is the process of trying to figure out what works and what doesn’t in your campaigns.

The truth is, whenever I set up facebook campaigns, I have to freaking idea if it will bring the results I project or not.

Actually, no does.

So, what do you do?

You guessed right. You do testing. You test change some few aspects (parts) of your ads and compare results to see which one is the best.

To succeed with testing facebook ads (split testing), duplicate the main ad and change 1 thing.

For instance, you can change the

  • Ad copy or
  • Image or
  • Call to action button
  • Or the interests (targeting).

Once you do that, leave the two ads to run for at least 24 hours and then review the results.

Here’s what I’d do

If I’m running a campaign with maybe 4 interests, I will target each interest with a single ad.

Sit tight for 24 hours.

Then compare results and drop the poor ones.

Then what?

Time to scale your facebook ads

Scaling campaigns is like adding more petrol into a fire.

That’s right. You take what’s already working and give it all you got. At the end of testing, you should have the following data

  • Best image
  • Best headline
  • Best ad-copy
  • Best CTA
  • Best audience

And when I say best, I mean they are converting very well.

Now when it comes to scaling, you take the above proven parts of the ad and pump more money into it.

Or just simply create another ad with the best parts (image, copy, audience, headline, and cta). And increase the budget since you now know that what is working.

Rinse and repeat

By now you know how to create Facebook ads in Kenya, you know how to research your target audience and how to target them.

I also just showed you how to split-test and scale the ads. So it’s your turn. Go and take action.

Will you get it right at first try? Probably not.

Will you learn? Yes.

Unless of course you’re a fool. Fools are those people who repeat the same actions and expect different results.

That kind of person who never learns from his mistakes.

I bet you are not, ‘cause if you were, you’d be long gone by now.

You’d be out there seeking sympathy and talking of how Facebook ads in Kenya is a waste of time and money.

Actually, it is a waste of time and money for those who don’t know what they are doing.

This social media marketing game is all about testing. You test everything to find out what is working and what is not. Then do more of what’s working and less of what’s not.

And buddy, that is the secret.

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