If you’re a business owner in Nigeria looking to reach your target audience effectively and grow your customer base, running Facebook ads is an easy way to achieve this. With over 2.98 billion monthly active users, Facebook offers an unparalleled opportunity for businesses to engage with their potential customers. But how can you make sure your Facebook ads are successful in Nigeria’s competitive market? This comprehensive guide will walk you through the process of running Facebook ads specifically tailored for your potential customers in the Nigerian market.
In this blog post, we’ll discuss:
- About the Facebook ad platform
- How to set up your Facebook ad account from scratch
- How to create ads for your business
- How to make payments for Facebook ads in Nigeria
- Best practices for running successful Facebook ads in Nigeria
From understanding the Nigerian market trends to creating compelling ad copy and targeting the right audience, we’ll cover it all. You’ll learn how to choose the most effective ad formats, set up budget-friendly campaigns, and optimize your ads to get the best return on investment. Whether you’re a small local business or a multinational corporation, this guide will provide you with the insights and strategies you need to run successful Facebook ads in Nigeria.
Don’t let your business get left behind in this digital era. Read on to unlock the power of Facebook advertising and watch your business thrive in Nigeria.
Understanding the Facebook ad platform
Before you start running ads, you should know how Facebook Ads works. Facebook offers different ad formats that cater to different campaign objectives. You can create ads that appear in different locations on Facebook, such as the News Feed, Stories, Marketplace, and more.
One of the most important aspects of Facebook advertising is targeting. Facebook allows you to target your ads to specific audiences based on demographics, interests, behaviours, and more. This means that you can show your ads to people who are most likely to be interested in your products or services.
Another aspect of Facebook advertising that we need to discuss is ad placement. Facebook offers automatic ad placement, where its algorithm decides where to place your ads based on your campaign objective. Alternatively, you can choose manual ad placement, where you select the placements yourself.
How to Setup up your Facebook Ad Account
To start running ads on Facebook, you’ll need to set up a Facebook ad account. If you already have a Facebook page for your business, you can use the same account to create ads. If not, you’ll need to create a new ad account.
Step 1. Create an ad account
Upon signing up for Facebook, you receive a default personal ad account ID. To locate this ID, simply go to Ads Manager and check the upper left-hand corner.
To use Facebook Ads Manager, you must have a verified payment method and one of the following:
1. A Facebook Page of your own.
2. Being an admin, editor, or advertiser on someone else’s page.
If you don’t have a Page for your business, you can create one by following Facebook’s instructions. When you create a Page, it automatically comes with an ad account.
If you want to advertise for a Page created by someone else, you should request the Page admin to give you an admin, editor, or advertiser role on that Page.
Once you have a Facebook ad account, you’ll need to set up your payment method. Facebook offers different payment options, such as credit cards, PayPal, and bank transfers. It’s important to note that Facebook requires payment before your ads start running.
Step 2. Access Your Facebook Ads Manager
Next, go to Facebook Ads Manager, the platform through which all Facebook ad campaigns operate. These instructions are tailored for desktop or laptop users.
The simplest way to access Facebook Ads Manager is by clicking and saving this link. This link will take you straight to the Facebook Ads Manager for your personal ad account. If you manage multiple ad accounts, use the account drop-down menu to select the correct one.
You can also access it manually from your business page. Locate Ads Manager by going to the left sidebar and clicking the “Ad Center” drop-down arrow on any Facebook page. Choose “All Ads” from the drop-down menu. At the bottom of that page, you can click “Ads Manager.”
Once you click on Facebook’s Ads Manager, you’ll be directed to your Facebook Ad Accounts page, providing a brief overview of your ad account(s). If you have access to more than one ad account, choose the account where you want to run ads.
Step 3. Choose your campaign objective
To start your first ad, click the green ‘Create Ad’ button. You’ll be directed to a page where you need to pick a campaign objective. There are various ways to approach an ad campaign based on your goals, falling into three benefit categories:
- Increase brand awareness: Display your ads to people likely to remember them.
- Increase your reach: Show your ads to the maximum number of people.
For smaller budgets, awareness ad types often offer significant exposure. On average, $1 per day can expand your audience by 4,000 people.
- Send people to a destination on or off Facebook.
- Get more Page likes, event responses, or post reactions, comments, or shares.
- Promote installs of your app.
- Get more video views.
- Improve lead generation.
- Drive engagement on Messenger, WhatsApp, and Instagram Direct.
Opt for this if you want to make people consider your business or search for more information about it.
The goals within this category are to encourage people to buy or use your product/service. You can choose to:
- Increase engagements on your website.
- Get people to claim your offer.
- Increase product or catalogue sales.
- Get people to visit your shops.
Step 4: Set your campaign budget
At this stage, you’ll decide how much you want to spend on your ad. It’s crucial to note that this amount represents the maximum you’re willing to invest. You can set your budget either on a daily basis or as a total amount for the entire campaign.
1. Daily Budget:
This sets a limit on your daily ad spending. Facebook will use your specified criteria to determine the right time and place to display your ad to your target audience. Once your daily budget is reached, the ads will stop running for that day, and the cycle restarts the next day.
2. Lifetime Budget:
This is the maximum amount you’ll spend for the entire duration of your ad campaign. You provide Facebook with a number and an end date, and it allocates the money based on ad performance. Once the budget is reached, the campaign concludes.
Set a budget and bidding strategy for your Facebook ads
Facebook offers different bidding strategies, such as cost per click (CPC), cost per impression (CPM), and cost per action (CPA). Each bidding strategy has its own benefits and drawbacks, so it’s important to choose the right one for your campaign.
Step 5: Set your target audience
The success of your Facebook Ads campaigns depends significantly on a carefully defined audience because it determines who Facebook will display your ad to. You can customize the audience for your ad based on various demographics:
You can also employ advanced targeting, which allows you to include or exclude people connected to specific pages, apps, or events. You can also refine your targeting using custom audiences, targeting people who have previously interacted with your business.
Step 6: Choose your ad placements
Ad placement determines where your ad will be visible to your target audience. Depending on your goal, you can choose to display your ad on Facebook, Instagram, Messenger, or the Audience Network.
For the objective you’ve selected, Facebook suggests using automatic placements. This allows Facebook to optimize where your ad appears, ensuring the best possible results at the lowest overall average cost.
However, if you prefer to choose your own placements, Facebook offers various options:
- Feeds: Gain high visibility for your business by placing ads in feeds.
- Stories and Reels: Share a visually engaging story with immersive, full-screen vertical ads.
- In-stream: Quickly grab people’s attention as they watch videos.
- Reels overlay: Reach people with a sticker or banner ads during short-form content viewing.
- Search: Increase visibility as people search on Facebook.
- Messages: Send offers or updates to people already connected to your business.
- In-article: Engage with people reading Instant Articles in the Facebook mobile app.
- Apps and sites: Expand your reach with ads in external apps and websites.
For more details, refer to Facebook’s guide to ad placement.
Step 7: Create your Facebook Ads
You have two options for creating your Facebook ad: using an existing post or starting from scratch.
Using an existing post:
For certain ads, like boosted posts, you can use a post already on your Facebook Page. Choose the ‘Use Existing Post’ option, select your page, and pick the post you want as your ad.
Creating a new ad:
If you prefer starting fresh, the first step is selecting a format based on your ad objective from Step 3. Facebook offers eight ad formats, and it suggests one based on your campaign objective.
1. Photo Ads:
- Simple, powerful ads using a single image.
- Specs: JPG or PNG, 1.91:1 to 1:1 ratio, 1080 x 1080 pixels, 30MB max file size, 125 characters primary text, 40 characters headline, 30 characters description.
2. Video Ads:
- Promote with a single video for added visibility.
- Specs: MP4, MOV, or GIF, 1:1 or 4:5 ratio, 1080 x 1080 pixels, 4GB max file size, 125 characters primary text, 40 characters headline, 30 characters description.
3. Carousel Ads:
- Showcase up to 10 images or videos in one ad.
- Specs: JPG or PNG for images, MP4, MOV, or GIF for videos, 1:1 ratio, 1080 x 1080 pixels, 30MB max file size for images, 4GB for videos, 125 characters primary text, 40 characters headline, 20 characters description.
4. Slideshow Ads:
- Quick slideshow format for those without video-making expertise.
5. Messenger Ads:
- Directly deliver messages through Meta’s Messenger app.
6. Collection Ads:
- Mobile-only format for discovering and shopping for products.
- Specs similar to Carousel Ads.
7. Stories Ads:
- Display when someone watches Stories on Facebook, Messenger, or Instagram.
8. Playable Ads:
- Allow users to try an app before purchasing.
Create compelling ad creatives and copy
To create successful Facebook ads, you need to create compelling ad creatives and copy. Your ad creatives should grab your audience’s attention and communicate your message effectively. Your ad copy should be concise and persuasive, highlighting your product or service’s unique selling points.
It’s important to test different ad creatives and copy to see what works best for your audience. Facebook offers A/B testing, where you can test different ad variations to see which one performs best.
Step 8: Place your order
To finalize and submit your ad, click the ‘Publish’ button located at the bottom right-hand corner of the page.
After submitting, Facebook will review your ad to ensure it meets their specifications and complies with community guidelines. This review typically takes up to 24 hours. Once approved, you’ll receive a confirmation email from Facebook, indicating that your ad is now live.
How to Make Payments for Facebook Ads in Nigeria
To facilitate payment for Facebook ads in Nigeria, especially when not all banks allow dollar payments with their MasterCard, you can opt to switch to naira on your ad manager’s billing settings. For smoother transactions, PayU is recommended.
Follow these steps after changing your Facebook ads currency to naira:
- Visit your ads manager payment methods page and click on “Add money.”
- Choose “Naira Payment with MasterCard and Visa- PayU.”
- Enter the desired amount to add to your Facebook ads account and click “Review Payment.”
- Click the “Make Payment” option.
- You will be directed to the PayU page interface; click “continue.”
- On the subsequent page, enter your MasterCard or Visa card details and click “Pay.” Choose your OTP method or use a hard token if available.
- Confirm acceptance of the terms and conditions and click “Submit.”
- Enter the OTP and submit. If successful, you’ll receive a prompt saying “Success,” indicating the added amount and the new balance.
Best Practices for Running Successful Facebook Ads in Nigeria
Once your ads start running, you should monitor their performance and optimize them for better results. You can do that by following these tips:
1. Localize Your Content
Craft ad content that resonates with the Nigerian audience. Use local language expressions, cultural references, and imagery that reflects the diversity and richness of Nigerian culture. This personalization can significantly improve engagement.
2. Ensure your ad creatives and landing page are mobile-friendly
Recognize that a large portion of Nigerians access Facebook on mobile devices. Ensure that your ad creatives are mobile-friendly and that your landing pages are optimized for mobile viewing and interaction.
3. Optimize your visuals for quicker loading times
Remember that not everyone has fast internet connectivity at all times in Nigeria. Consider using lightweight graphics and shorter video durations to accommodate users with slower internet connections.
4. Test Different Ad Formats
Experiment with various ad formats, including carousel ads, video ads, and image ads. Test to see which formats resonate best with your target audience in Nigeria. Video content is particularly popular, so consider incorporating it into your strategy.
5. Engage with Local Events and Holidays
Align your ad campaigns with local events, holidays, and celebrations in Nigeria. This can boost relevance and create a sense of connection with your audience. For example, tie your promotions to holidays like Independence Day, cultural events as well as religious events.
6. Address Trust and Security Concerns
Nigerians may have concerns about online security and trustworthiness. Highlight any security measures in place for transactions on your website. Incorporate trust signals, such as testimonials or trust badges, to reassure potential customers.
7. Tailor your ads to specific regions or cities
Refine your audience targeting based on local demographics and interests. Nigeria is a diverse country, so understanding the nuances of different regions can be crucial. Tailor your ads to specific regions or cities when relevant.
Leverage Facebook Ads for Your Business Growth in Nigeria
Facebook advertising offers an unparalleled opportunity for Nigerian businesses and SMEs to reach their target audience effectively and grow their customer base. By creating an ad account, creating compelling ad creatives and copy, setting a budget and bidding strategy, and following best practices, you can run successful Facebook ads in Nigeria.
At Prolanz Digital Marketing Agency, we’re all about boosting your business on Facebook. Our Facebook Ads Team know the ins and outs of Nigerian audiences, and we’re ready to create ads that really click with them.