Google contextual advertising in Algeria

Algeria is the largest state in Africa, located in the northern part of the continent. It is rich in oil and gas reserves, which makes it attractive to investors and businesses. Trade and money are especially respected in this country, as people believe that the Prophet Muhammad, who is revered here, was a merchant.

Despite the fact that most of the territory here is occupied by the Sahara desert, the local population is about 45 million people, and the average age is only 29 years. All this creates favorable conditions for doing business and promoting goods and services via the Internet.

Despite the fact that the use of the Internet and contextual advertising in Algeria is not yet as developed as in more advanced countries of the European Union, Canada or the United States, the market here is quite large and has a significant potential for growth.

Features of setting up contextual advertising in Algeria

When setting up contextual advertising in Algeria, it is important to take into account certain nuances due to the specificity of local traditions, religiosity of the country’s inhabitants and economic factors. For maximum effectiveness, the following aspects should be taken into account when setting up an advertising campaign.

Target Audience

Out of the total population of the country, about 33.5 million of them constantly use the internet for work and entertainment. Approximately 24.85 million of them actively use social networks. However, it should be noted that the number of registered accounts may not match the actual number of users, as some people create several profiles.

More than half of users here go online using smartphones, while less than half use laptops and desktop computers for this purpose. In other words, before launching a marketing campaign, you should be sure to adapt your website and ads to mobile devices.

The family in Algeria plays a central role in the life of society, so it is necessary to consider CA in the context of family relations. Here the patriarchal system prevails, where the man is the head of the family and it is he who makes key decisions. However, modern women actively participate in social and professional life, wear ordinary clothes and do not limit themselves to wearing burqas, even though this is a Muslim country.

In families, women tend to manage finances and bear the main responsibility for raising children. Grandmothers are especially respected as they are considered to be the bearers of life wisdom and experience.

Another peculiarity of the audience here is the love for bread and sweets. However, recently there has been a tendency to strive to lose weight and meet European beauty standards. Due to this, weight loss procedures and products are more popular (sports equipment, fitness, medical procedures, etc.).

Language targeting

Algeria is a multilingual country where Arabic and Berber (Tamazight) are the official languages. Arabic, the mother tongue of the majority, is widely used in daily life, government institutions, education and the media. Berber, recognized as official in 2016, is spoken among Berber communities, which make up a significant proportion of the population.

French is also widely spoken in Algeria, although it has no official status. This is due to the country’s colonial past and the continuing influence of French culture. French is widely used in business, higher education, science and diplomacy. A large part of the educated urban population and young people are fluent in it.

When setting up advertising campaigns for this country, it is better to create them in two languages at once – Arabic and French. For the older generation and conservative strata, the Arabic version will be more effective, while for the progressive part of society and young people, ads in French will be more relevant.

English is also present, especially in international business, tourism and IT. However, its prevalence is much lower compared to Arabic and French. According to statistics, only about 7% of Algerians speak English at a sufficient level.

Seasonality in advertising

The Algerian market is characterized by a pronounced seasonality, which is largely associated with religious and sporting events. One of the main periods for advertising is the holy month of Ramadan.

The majority of budgets during this time are allocated to traditional media, including television, radio and outdoor advertising. However, recent years have seen an increase in investment in digital campaigns, including social media and search engines. Given this trend, it is worth planning marketing activities to maximize reach during Ramadan.

Also during major sporting events, such as the Tour de Algiers (cycling race) or matches of the national soccer team, attention can be drawn to these events. Soccer is considered a national passion here, and the successes of world-famous Algerian players, such as Zinedine Zidane, only fuel interest in the sport.

With cycling and soccer being so popular, advertisers should consider sponsoring or partnering with local sports clubs and events. This can help build brand awareness and gain consumer loyalty.

Geographic targeting

The capital of the country (Algiers) is the largest population center with more than 5 million inhabitants. It is the political, economic and cultural center of the state, where the most educated and solvent part of society is concentrated.

The second largest city is Oran, located in the northwest. It is a major port and industrial center. It is also known for its rich history and cultural heritage, which makes it attractive to tourists. Keep this fact in mind when setting up location targeting, especially if your products or services target travelers.

Constantine, the third largest city, is located in the northeast. It is an important center of education and industry with a population of approximately 1 million. It is known for its ancient ruins and picturesque bridges, which also attracts tourists.

Other significant cities to consider when setting up geotargeting campaigns are Annabu (a major port and industrial center in the northeast), Batnu (the administrative center of the vilayet of the same name) and Setif (an agricultural and industrial center).

Advertising tools

The advertising market here, as in other North African countries, is in the process of transformation, combining traditional and digital promotional tools. Despite the growing popularity of online marketing, traditional media such as television, radio and print still play a significant role.

Therefore, it is better to use several sources for promotion in Algeria:

1. Outdoor advertising. It is widespread in large cities. This is due to the high concentration of population in urban areas and the relatively low cost of billboard advertising compared to other countries in the region.
2. Social media. Among them, Facebook, YouTube and Instagram are the most popular. Facebook is particularly favored by Algerians and in recent years has become the undisputed leader with more than 26 million users, representing about 58% of the country’s population. Instagram and YouTube also show high engagement rates, especially among young people.
3. Google Ads in search. This is a classic tool that is particularly popular among companies focused on online sales and services. Setting up Google Ads in Algeria allows brands to reach the hottest audience that has already made a purchase decision and is looking for the merchant from whom it is better to make it.
4. Google Shopping Merchandise Ads. These ads provide users with detailed information about products directly in Google’s search engine, including product photos, price and reviews from previously ordered customers. This promotes faster purchase decisions and is very effective for promoting online stores.
5. Performance Max. A recently launched format from Google that combines the widest targeting possibilities and full automation of campaign management. Thus, you only need to run an ad, and the system will select creatives, create ads and test different formats and platforms to choose the most effective ones.

What can’t be advertised in Algeria?

Algeria is a Muslim country where Islam plays a central role in society. Therefore, there are certain topics that are highly discouraged in advertising campaigns:

• Religion. Any material that could be perceived as offensive or disrespectful to Islamic values is strictly prohibited.
• Exposing Appearance. Campaigns targeting the Algerian market should not use characters in revealing outfits, short skirts or deep cleavage. Such images will be perceived as disrespectful of local traditions and may cause a negative public reaction.
• Gambling. Despite the presence of several casinos in the country, they operate exclusively for foreign tourists. Citizens are prohibited from visiting them, and, accordingly, the advertising of gambling, including online casinos and bookmakers, is strictly limited by law.
• Alcohol and tobacco products. Algeria has strict regulations on alcohol and tobacco products. While the sale of alcohol and cigarettes is not completely prohibited, their advertising in the media and public places is severely restricted.
• Inter-ethnic tensions. For example, Algerians have a negative attitude towards Egyptians and Tunisians have a negative attitude towards Algerians. The use of images, symbols or references associated with these peoples may provoke negative reactions from local people.
• Political and social issues. Advertisements that touch on sensitive political topics, criticize the government or question the social fabric of local society may face censorship and negative reactions from the authorities.

Google Ads cost in Algeria

The price of contextual advertising in Algeria depends on many factors, including the number of competitors in a particular niche, the number of languages in which the advertising campaign is set up, and the cost of a PPC specialist or marketing agency.

However, the main factor determining the budget of an advertising campaign can be called the cost per click in Google Ads. To estimate this indicator, you can use the “Keyword Planner” tool in the interface of this service.

Here are some examples of the cost of a click to the site on popular topics:

• Airfare – $0.45;
• Women’s clothing – $0.22;
• Smartphones – $0.31;
• English language courses – $0.52;
• Car repair services – $0.39;
• Food delivery – $0.18;
• Home furniture – $0.29.

As you have probably noticed, the cost per click here is relatively low compared to the developed regions of Europe and North America. This is due to less competition and lower digital penetration, which tells us that there is less competition.

Google’s share of total search traffic in Algeria

As in most countries around the world, Google is the undisputed leader among search engines in Algeria. As of September 2024, the search giant accounts for 97.45% of all traffic in the country.

The second most popular search engine is Bing, owned by Microsoft Corporation. However, its share in total traffic is only 1.71%, which is far behind Google.

Other search engines have an even smaller share of the Algerian market. Although DuckDuckGO, for example, provides users with greater privacy compared to its competitors, it has not yet been widely adopted by local users.

With such a dominance in the market, it is the customization of Google ads in Algeria that provides the most complete coverage of the CA in this country. Therefore, this tool is worth paying close attention to in order to promote a website in this market.