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November 29, 2020
facebook marketing in kenya

How To Nail Facebook Advertising In Kenya

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This post was last updated on October 16th, 2020 at 03:19 pm

 

Towards the end of this article, I want to show you how I made one of my clients 23k with just 5k on ads spend within 5 days using Facebook advertising in Kenya.

But before I show you exactly how I did that, I want to cover everything you need to know about Facebook ads in Kenya and how to apply it on your business.

Stick around and read the whole article.

But if you are not in the mood of reading today, just jump over to the last part where I dive deep into how I made my Facebook advertising client Kshs. 23,213 in just five days.

I should warn you though, if you read the case study without going through the whole article, 9 out of 10 chance you won’t understand some things.

Why?

Because what I’m going to cover in part (ii) of the article is just behind the scenes activities.

So, let’s dive right in into everything you need to know to advertise on Facebook in Kenya.

My background: who am I and what I do

Well, I feel I should introduce myself first for the sake of those who don’t know me.

I’m an avid social media marketing fanatic here in Kenya; with over 550k spend on personal Facebook (clients’ not included) campaigns and over 3 years of experience under my belt.

I now spend most of my time experimenting with various advertising techniques so I can bring more revenue for my clients.

I offer

  • Facebook ads management – where I help businesses set up, manage and monitor their ads on Facebook in Kenya
  • Chatbots design and building– this is the new email marketing of the 21stcentury and one of the best ways to get new business leads and nurture them down the sales funnel.

That’s basically what I do, but if you want to know more about me and my businesses, visit my about page.

Enough of that though.

Now let’s get down to business of the day.

Facebook advertising in Kenya: the things you need to get started

When I started marketing on Facebook back in April, 2016, everything was damn complicated. I made a ton of mistakes that drained my bank account.

I did everything I could to learn the ropes, but I couldn’t break the code. And remember digital marketing in Kenya was still a baby back then and very few people understood it.

Fast forward today, at least you have a rough idea of what online advertising is and some few ideas of how it’s done.

But when it comes to Facebook advertising Kenya, there are some few things that need to be in place if you are going to succeed.

#1: have a facebook business page

I can’t tell you how many people always ask me, ‘how can I start advertising on facebook, Kevin?’

And when I ask if they have a business page, their shoulders suddenly drop.

You can’t advertise on facebook in Kenya (even globally) if you don’t have a facebook business page.

How about my personal profile, Kevin? Somebody asks.

Let me stop you right there.

Don’t even think about selling your stuff on your personal profile. It is against the platform usage policy of Facebook.

You run the risk of getting your personal account getting banned.

How to create a Facebook business page in Kenya

  • Login to your Facebook account
  • Look for a button written CREATE A PAGE
  • Then follow instructions to create your business page

Your page should look professional with all the information (contacts, address, and about section) and great looking profile and cover photo.

You don’t want people looking at your page and be like, ‘damn, where was he hurrying to? I can’t believe I almost bought this product from him.’

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If that happens, you are dead in the water before you even start selling. Your business page is the first thing people see. It should present a good first impression.

For professional graphics and pages, hit me up ASAP and let’s talk business or go ahead and guess everything.

#2: have a budget (even 200 shillings can do)

I was in a meeting the other day with entrepreneurs from my local town, and guess what the biggest challenge was?

Money.

Of course it has always been about the budget.

These entrepreneurs have the mentality that ‘advertising’ is only possible with huge budgets worth thousands of shillings.

I don’t blame them.

We’ve been brought up in an environment where only good things go to those who already got more.

But the truth is, you don’t need to break your bank to use Facebook advertising in Kenya.

One of my closest friends started advertising on Facebook with just 200 shillings daily.

That’s right. 200!

With that kind of budget, the estimate reach (people who will see your ad) is approximately 900-1500 people.

OMG! Isn’t that the whole marketplace?

Why the budget doesn’t matter

According to my experience, budget doesn’t matter when running campaigns on Facebook here in Kenya.

The #1 influential factor is your targeting.

Your skills of choosing who should see your ad is the best thing you can ever learn.

Remember the guy I told you he runs ads campaigns with just 200 shillings? His ROI is always beyond 1:2. Meaning, for every 200 he inject on Facebook ads, he gets back 2X more.

The secret?

I showed him the secret of customer research (how to get into the heads of your target customer).

Which brings me to our 3rd step of advertising on Facebook in Kenya.

#3: perform a thorough customer research

If there’s #1 tip you should take away from this article, is you should learn how to research more about your customer.

You need to know your target customers more than they know themselves.

How did my friend make 1:2 ROI with just 200 shillings on ads spend?

And I’m going to show you exactly how to do it.

The secret is to answer the following questions

  • What is the age bracket of your target customers?
  • What are their interests and hobbies?
  • What pain are they trying to solve?
  • What motivate them to solve those problems?
  • What other pages do they like?
  • Anything else you can learn about them.

Answers to these questions will help you to

  1. Laser-target your ads on Facebook so you won’t waste your shillings selling to people who are not interested in your products
  2. Use words on your ads that resonate with them (I will show you how)
  3. Lower the cost of reaching them

Selling on Facebook in Kenya: 2 Secret Tools I Use To Nail Customer Research

I shouldn’t be sharing this with you because if I do, I will have showed you my weapons.

But wait, who cares about weapons.

I want you to make money using Facebook advertising in Kenya.

I want us to be friends. That’s why I’m teaching you my strategies.

I know most people would freak out when asked about their secrets. I read a lot of blogs about digital marketing in Kenya, and they all have something in common, I know you will agree with me.

They do not show you how to get results!

That’s it.

They like beating around the bush with a lot of generic advice that you can’t even implement.

But here at Leads Luxe, I want to give you something different. I want to teach you stuff that you can start using right away.

My #1 research tool

About my tool, I use Facebook Audience Insights Tool.

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Oh yeah, I consider it my brain-theatre where I go to ‘open and study’ my target audience.

Facebook Insights Tool is a free tool provided by Facebook to help in understanding your audience.

How to use Facebook Audience Insights tool in Kenya

  • Log in to Facebook
  • Click on CREATE ADS and a new window comes up
  • While on this window, look for TOOLS and click on it and select AUDIENCE INSIGHTS or follow this link directly facebook.com/ads/audience_insights/
  • It’s time to play

I suggest you follow the above link; it will take you directly to the tool.

Once you open the tool, there are three audience choices you’re presented with, choose EVERYONE ON FACEBOOK.

What you just did is that since this is a research tool, it needs parameters (boundaries to work with).

So you are telling Facebook, I want to research on everyone on Facebook.

The remaining two options are unnecessary for this article, but I will just cover them in brief

  • People connected to your page – this is self-explanatory. Basically, you are trying to understand better your Facebook fans in Kenya
  • A custom audience– this an option you would go for if you have an already existing customer list (names, numbers, Facebook ids)

After selecting ‘everyone on Facebook’ your next step is to select the location. And of course, it’s Kenya, unless you are selling globally.

Due to the complexity and nitty-gritty of using this tool, I wrote an article dedicated to how to use it. Go and read it here.

So, let’s look at my second tool

My #2 research tool

The technique I’m going to show you only work if you are selling niche products.

To understand what niche products are, look at these examples

  • Wedding dresses
  • Hiking gear
  • Golf gear

Do you see a commonality in the above examples?

They serve a specific audience. This specific (special) group of people is what we call a niche.

Not everyone plays golf or likes hiking.

But almost everyone uses toothbrushes or pens…

Now, 9 out of 10 cases, you find authority websites dedicated to serving people in these specific niches.

As in, you can find websites dedicated to hiking. Ever seen a website talking about toothbrushes?

  • For instance hiking gear there is NationalGeographic.com, CleverHiker.com, etc
  • For weddings – TheKnot.com, Hitched.co.uk

And many other examples…you get the point, right?

Now, after you’ve unearthed more information about your audience through Facebook Insights, say most of your target audience are women aged 24-43, living in Kenya and you want to sell wedding dresses to them

  • Go to Google.com and search for wedding dresses websites
  • Read the top 5 blogs
  • Write down the pains/challenges faced by women when searching for wedding dresses
  • And any other important information you can get

By reading an authority site about what you are selling, you are setting yourself up for success later.

When you start setting up your ads (I will show you how), you will sound like an expert.

This builds trust with your target audience since you are using their ‘tribal’ language (language only those looking for wedding dresses for instance understand).

You won’t be able to do this if you will not read these authority sites.

#4: you are now ready to set up your first Facebook ad

Armed with insights you mined through

  • Facebook insights
  • Reading authority websites

You are now ready to set up your first Facebook ad in Kenya.

To create your ads, you will need

  • Facebook page
  • Two images for testing (split-testing)
  • Links to either your landing page or your online shop (if you have one)
  • Working credit/debit (ATM) card.

I wrote a detailed article here, explaining step-by-step how to use Facebook advertising in Kenya.

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I advise you to go check it out now before you continue.

How to write better ads

When writing the copy (messages) of your ads, follow this simple technique

  • Problem
  • Solution
  • Benefits

Using the above formula will

  • Capture your audience attention, and
  • Motivate them to take action.

For instance, if I was to write an ad copy for a tour company using the above formula, here’s how it would look like;

Headline: Shallow pockets? Get Your Dream Holiday Destination For Cheap

Text Body (Above the Image): Love Beaches? Start Planning Your Holiday Trip to Diani Beach Now! Discover the Best Holiday Destinations for Fun, Sports and Great Food at Affordable Prices

Call to Action: Book Now (then I will link this button with a landing page)

Remember, images used in your ads are everything.

Make sure they are captivating and clean. You don’t want to use crappy images pulled out of the internet.

Remember to read my detailed article about how to set up fb ads in Kenya here.

Here is the case study you’ve been waiting for: how I used Facebook ads in Kenya to make 23k with only 5k on ads spend

How I made 23k in 5 days selling on Facebook in Kenya

Just off the bat, you should know that this case study was done in June, 2018.

So one day while watching the TV, I saw an advert that really inspired me.

I thought of how I can solve a big problem specifically in a targeted niche.

So, I pitched a client who owned a pet’s website (cats and dogs) about this idea of helping pet owners stay in touch with their pets while they are on the go.

We looked for a suitable product online (Alibaba), bought it in bulk (cheaper) and promoted it through Facebook.

There was a promising market. My client was so excited about going ahead with this campaign.

As always with my Facebook campaigns, I did some initial research and set to launch my campaigns.

  • The campaign had 4 adsets: 2 for dogs and 2 for cats

I targeted magazines read by women aged 25-34, 35-44, and 45-54 who are pet owners

  • Modern Cat Magazine
  • Modern Dog Magazine
  • Your Dog Magazine
  • Cat Fancy Magazine

Once the target audience clicks on my ads, they are taken to a landing page populated with pet information.

Here’s what the ad-copy looked like

Headline: Worried About Your Pet? Get Petzi and Never Leave Them Alone

Text: Don’t worry again about your pet being home alone. Join other pet owners like you using Petzi to watch, speak to, play with, and even record their lovely pets while they are away.

CTA: Learn More

The results?

  • 183 clicks
  • Sold 68 products (37.158% conversion) pretty sexy, right?
  • CPC 27 shillings

And don’t forget, I collected enough information from the campaign.

So next time I want to sell pet products, I just have to make some few mouse clicks, and boom! Money flows in.

You see, there’s serious money in hobbies.

You have no excuse of not making money yet you have all the tools you need. Just learn how they work or even better, hire someone who does and make money while you sleep.

How pretty is that?

Back to you. Tell in the comments below what you think about this Facebook advertising in Kenya article.

Marketing is my profession, been working as a digital marketer for over 5 years now. Back then, things were different from what you see today. That is the reason why I started this blog, to share my experiences and how I handle marketing challenges I encounter. I hope you find them useful. When not watching cartoons, (yes, I know what that means), you will find me creating content for my blogs.

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