This article with guide you through Facebook targeting in Kenya.
Facebook Ads in Kenya can still be perfect for getting your name in front of your customers.
But how can you be sure you’re targeting the people who are most likely to do business with you?
There are a ton of ways you can target audiences with Facebook ads in Kenya and in this article, I am going to explain each targeting option.
This way, you will be able to choose for yourself what makes the most sense to get to your perfect customers even if they’ve never heard of you before.
A little background.
I’ve been running Facebook ads in Kenya since like 2015 (I was on campus back then😉).
Then, Facebook ads was pretty much brand new in Kenya.
Personally, I always like to keep up to date with the latest greatest targeting options.
Facebook Advertising Targeting in Kenya Options
To help you understand, I will be using examples.
Here you are in the Facebook Ads manager.
To access it, all you have to do is go to https://web.facebook.com/adsmanager.
And I have skipped a few steps here because all I am really showing you today is your targeting options.
you are going to jump right into that.
#1 – Facebook Targeting in Kenya – Location
To get you started, you can target people based on their location.
You can do the whole country, like Kenya.
You can do a city like Nakuru
Or do a specific area within that city;
You can target everyone within 10km of Nakuru town.
This is particularly useful if you are a local business.
#2 – Facebook Targeting in Kenya – Age, Gender, and Language
The next thing you can target is age.
You are not limited there.
Just use the age bracket depending on who your target market is.
This is why it is really important that you have a good handle on who your customers are.
For me, I generally like to advertise my services to people in their late 20s.
28 to 55.
And then you can do gender; men or women or all, again, depending on who your target audience is.
Doing this comes in handy if you know that your message is much more likely to land in well with the male versus a female.
If you have an all-purpose service, consider running ads targeting each of these genders.
But only do that if you think it’s going to make a bigger impact because it always helps to speak very clearly and directly to one customer rather than trying to be everything to everybody.
Then you can put in your language here;
Advanced Facebook targeting in Kenya
That sums up all the really basic stuff.
It gets more interesting where you can include additional demographics, interests, or behaviors.
#3 – Facebook Targeting in Kenya – Demographics
See all these different options you’ve got here;
Starting with demographics;
Under this, you’ve got access to things like education.
Education level means you can target those who are in highschool, university, doing masters, etc.
The list is huge.
You can only target those doing doctorate with your ads by using this setting.
Then there is the field of study.
Just type the field of study you’d wish to target.
The next targeting option is financial.
This is only applicable to US citizens.
With it, you can target people based on how much income they earn.
This way, you can be sure they will afford whatever you are selling.
Then you’ve got life events;
Facebook allows you to target people based on events going on in their lives.
You can target those with anniversaries, birthdays coming up, friends of those with events coming up, target based on their relationship status, etc.
Again, only use these if you know something about your audience that would resonate with any of these scenarios.
Here is an example;
If you are running some kind of a promotion for a free dessert, you can target those with birthday month or something like that.
Or you can do an upcoming birthday if their birthday is coming up within the next thirty days.
You can also run ads to;
- those people who are in long-distance relationships
- people have a new job or
- a new relationship
- Newly engaged (perfect for bands, DJ’s, and MC’s or photographers
- New parents with kids and even specify age (perfect for those selling age-specific products).
- Employers – Honestly, I don’t really know when this would come in handy but if you wanted to target people who worked for a certain company.
It probably has to be a really big company for that to work because ideally speaking you want to be targeting audiences of a 10K or more in general.
If you are a local business, then you can get away with less.
You can target people in these different industries which can be powerful if you are a B2B business.
Job titles is another good one
This option allows you to target people with ads based on the job title listed on their Facebook profile.
You are a designer and trying to sell your services to the marketing managers of different companies, you can search for that and if there’s enough volume, you can run your ad to just those people.
#4 – Facebook Targeting in Kenya – Interests
This Facebook advertising targeting in Kenya allows you to add the entertainment, interests, and hobbies of the people you want your ad to reach.
You can add from organic food to action films.
And as a result, makes your ads more relevant.
You can target based on business and industry;
If you are an advertising agency, you can use the Advertising Interest to target people who have expressed an interest in or like Pages related to Advertising.
The assumption is, by liking or showing interest in pages, the user declares interest in the page’s topic.
Entertainment option works the same.
You can target people based on the shows they watch or the movies they like.
If they like action, animated films, or comedy.
If you are selling Spiderman’s merchandise, you can use this option to get your ad in front people who have liked and watched Spiderman movies.
Your ad copy would be like;
“Hey, I know you have watched Spiderman Movies. Here are themed apparel for you. 50% discount if you act now.”
You get the idea?
If you are a streaming service, you can target people who love horror movies.
In short, advertisers can target you based on what you like on Facebook.
The same applies to all the other interest options.
To know what interest to target, try to figure out what your ideal customer would be interested in.
More on that later.
#4 – FB Ads Targeting in Kenya – Behaviours
Behavioral targeting is a way to get your Facebook ads in front of the people who demonstrated a possible interest based on their actions.
If you are an android app developer, you can target ONLY android users on Facebook in Kenya.
I have even seen ads targeting specific devices.
Tecno is my favorite phone brand.
I have seen ads be like, hey Tecno Camon 16 Users, download this app, blah blah.
That is the power of behavioral targeting on Facebook in Kenya.
Some behavioral options are only available to US citizens.
The trick to laser target businesses on Facebook in Kenya
If you are a B2B seller, pay attention here.
You can create ads targeting only those people with businesses.
People with businesses are likely to be admins of a Facebook business page.
So, you can create an ad targeting those depicting this behavior.
If I want to sell my services to beauty businesses, I’d create an ad and target people who are admin of a health and beauty Page on Facebook.
The same goes for those with catering businesses, you can target restaurants through the food and restaurant page admins option.
The list goes on.
How to find people who will buy your products through Ads in Kenya
This is a little trick I use to make sure that whoever sees my ads, are almost guaranteed to buy; adding a layer to my targeting.
That is where there AND ALSO rule comes in.
If I am promoting say shoes for kids, right?
I’d obviously target parents with kids within a certain age bracket.
And with that, I’d most certainly be sure to find my ideal customer.
But to eliminate jokers who won’t buy, I add another layer of targeting.
To do that, click on Narrow Audience.
Use another targeting option here.
For me, I’d use Engaged Shoppers.
By doing this, I am instructing Facebook to show my ads to people who not only parents (or whatever your core audience is interested in) but are also known to have clicked on the call to action button, shop now in the past week.
In others words, these are people who are more likely to actually buy something online.
By doing this, I can eliminate tire-kickers from seeing my ads.
Look at the audience size;
It dropped from 5.9 million parents to only 1K👌.
I’d have wasted my ad budget trying to convince those who won’t buy anyway.
Here’s another example of how to narrow your audience.
Let’s assume you are selling ladies’ running shoes.
When creating ads on Facebook in Kenya, you can start by targeting women who are interested in shoes, and must also be interested in running shoes, and must also be engaged shoppers (meaning must have bought something online recently).
This way, you are more likely to reach the perfect customer who is more likely to buy whatever you are selling.
But there is a problem.
As you narrow your audience, the size gets smaller and smaller.
Unfortunately, Facebook may not show your ads because of the fewer people you’ve targeted.
What is the ideal solution?
To solve this, go through your targeting and consider removing some interests or broadening the targeting.
#5 – Detailed targeting expansion
Finally, there is something called detailed targeting expansion;
This option helps improve your campaign performance by allowing Facebook’s system to reach a broader set of people than those you defined in the detailed targeting section.
You can use this option when you want Facebook to show your ad to additional people who Facebook thinks would get you more and/or cheaper results.
Simply put; you are telling Facebook, you are free to target anyone else beyond my parameters who you think might be interested in my ad.
#6 – Facebook Targeting in Kenya – Connections
This allows you to target people who have liked your page, friends of people who like your page or exclude people who have liked your page from seeing your ads.
If you are running an ad to get more page likes on Facebook in Kenya, you will have to exclude those who have already liked your page from seeing your ads.
Also, you can target people who have responded to your event or exclude people who have responded to your event.
Do you have any questions?
If you have any questions or comment, reach me through info (at) leadsluxe.co.ke
It’s been 5+ years now doing digital marketing. Back when I started, 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.