Google Contextual Advertising in Nigeria

With a population of 226 million, Nigeria is the seventh most populous country in the world, making it a very promising destination for business development. However, the GDP per capita here is relatively low at $9,310 in 2023. This means that Nigeria is a Tier-3 country in terms of solvency. But don’t jump to conclusions about profit potential based on this fact alone.

This is where the key to success for advertisers lies. While rich and developed markets attract a lot of attention and competition, Nigeria remains an undervalued gem. Internet users here are not yet spoiled by intrusive advertising as in Europe or the US. The local audience is not as “banner blind” and suspicious, which makes contextual advertising in Nigeria a very effective method of promotion.

Features of contextual advertising customization in Nigeria

When setting up contextual advertising in Nigeria, it is necessary to take into account the local customs and cultural context, because this country is striking with its ethnic and linguistic diversity. The country is inhabited by about 250 ethnic groups that use more than 500 different dialects to communicate.

Target audience

Nigeria is the most populous country on the African continent. It is projected to become the second most populous country in the world by the end of the century. The average age of Nigerians is only about 18, with a large number of young people and a small proportion of pensioners.

About 110 million people use the Internet here. The overwhelming majority of Internet traffic (87.63%) comes from mobile devices.

The gender distribution among Internet users is almost equal – 50.6% men and 49.4% women. Religiously, Islam and Christianity are about equally represented here, with Nigeria ranking first in Africa in terms of the number of Muslims.

Almost 80% of users use search engines to find the information they need. Even more people actively use social networks. The most popular platforms are WhatsApp, Twitter, Facebook and Instagram.

The average income is about 71,185 naira per month (about $170), but it is higher in large population centers at about $400. The financial situation is not homogeneous – in most regions people live on the poverty line, while in the capital and large states $400-500 is considered a normal average salary. The economy here is largely dependent on oil exports, but due to corruption and the dominance of oligarchs, locals feel little income from this industry.

Language targeting

Although English is considered the official language, the languages of the three most significant ethnic groups – Hausa, Yoruba and Igbo – are also spoken here on a par with it. In total, there are over 500 different languages and dialects here, and the bulk of the locals speak two or more of them.

For example, Hausa is predominant in the north, Yoruba in the southwest and Igbo in the southeast. If your target audience is concentrated in a particular part of the state, it makes sense to tailor your content to the local language.

However, most Nigerians speak English to some degree, especially those who have completed at least elementary school. However, the level of proficiency can vary greatly. That said, in the major cities, Lagos, Abuja and Kano, English is the basis for communication and business.

That is, when setting up advertising campaigns for Nigeria, it is worth using English first and foremost. At the same time, for maximum reach and relevance to audience expectations, it may be useful to create separate campaigns in other common languages (which will entail additional costs for the work of a PPC specialist, but will pay off a hundredfold).

When creating texts in English, take into account that for many local people it has not become their native language. Therefore, it is better to avoid complicated turns of phrase, wordplay and convoluted sentences. Simple and clear wording should be preferred.

Advertising preferences

The most effective approach when running ads for this country can be described as a native approach. Use slogans such as “Made in Nigeria” or “Made in Africa”. Nigerians are proud of their distinctive culture and continent, so appealing to these sentiments can increase brand and product loyalty.

Locals prefer brightness and flashiness, emphasis on the brand logo. Colorful images, eye-catching colors and clear identification play an important role in attracting Nigerians. However, avoid overloading your ads with text – brevity and visual appeal are valued more.

Nigerians are impressed by success stories, especially if they are associated with compatriots who have achieved recognition abroad. Examples of Nigerians in high positions in multinational companies are proud and inspiring. In addition, stories of ingenuity and resourcefulness are appreciated, where someone was able to achieve results using limited resources.

It is important to keep in mind that the local culture has a concept of “African time”, which implies a more relaxed and leisurely approach to life. Late arrivals are considered the norm, and urgent appeals can provoke a negative reaction. Therefore, you should avoid emphasizing “hot” offers and limited-time promotions. Instead, it is better to focus on the value of the product and its benefits.

Geographic targeting

In Nigeria, the most solvent population is concentrated in big cities. Therefore, when setting up Google Ads in Nigeria, you should prioritize megacities and major regional centers. Among the priorities:

1. Lagos. The most populous city not only in Nigeria but in the whole of Africa. It is an economic and financial center, where much of the business and solvent population is concentrated.
2. Abuja. It is the capital of the country and at the same time one of the fastest growing cities on the continent. Government offices, embassies and representative offices of international organizations are located here, making Abuja attractive to advertisers.
3. Kano. The largest industrial center in the north, whose residents are highly entrepreneurial. Therefore, targeting this region will be effective for business in almost any topic.
4. Port Harcourt. The capital of Rivers State and a major port city in the south. It is a center of the oil industry, which provides a relatively high level of income.

Promotional tools

To promote a business in Nigeria, it is better to use a peculiar mix of different tools which include:

• Traditional marketing channels. Despite the growing popularity of digital channels, traditional media (TV, radio and outdoor advertising) still play a significant role. In major population centers, especially in Lagos, the streets are littered with billboards and other forms of outdoor advertising, reflecting the high competition for consumer attention.
• Google Ads search advertising. Despite lagging behind more developed markets, contextual advertising here has great potential. Given the growing penetration of the Internet and the development of e-commerce, we can safely expect that in the coming years the effectiveness of this tool will only grow.
• Google Shopping product ads. This format allows online stores to promote specific products with a photo, price and a link to the seller’s website right in the search results. With the development of e-commerce in Nigeria, Google Shopping is becoming increasingly popular here. At the same time, the cost per click here is much lower than for classic text ads, and the conversion rate is usually higher.
• Performance Max. It allows you to use several channels at once and automatically optimize campaigns with the help of artificial intelligence. Such campaigns make it possible to run ads simultaneously in search, YouTube, CMC and analyze the effectiveness of each separate traffic source within one tool.
• Social Media. The leaders in Nigeria for 2024 are Facebook (53.9% of all traffic from social networks), Twitter (16.6%), Instagram (13.1%), Pinterest (8.3%) and YouTube (7.0%). But among messengers WhatsApp is the most popular among Nigerians, so for advertising here it is better to use its features (connect mailing list to the base or specify in the contacts on the site for convenient feedback).

What can’t be advertised in Nigeria?

1. Alcohol. Half of the population here professes Islam, which strictly prohibits the consumption of alcoholic beverages. But even if an individual’s attitude to alcohol is not as strict as the religion prescribes, it is better to avoid advertising alcoholic beverages, especially during religious holidays.
2. Tobacco products. As in many other countries, advertising of tobacco products is prohibited here to protect health and control smoking.
3. Gambling. Although casinos and betting are allowed, all betting shops are required to have a license. In addition, gambling is prohibited for persons under 18 years of age. Given that a significant part of the population (Muslims) does not approve of gambling for religious reasons, advertising of such services may be ineffective and even offensive to some groups.
4. Goods and services that contradict religious values. The country is divided into adherents of the three main religions – Islam (50%), Christianity (40%) and traditional beliefs (10%). Therefore, when setting up advertising, it is important to take into account the diversity of the target audience in order not to offend the feelings of any of the faiths.
5. Attracting white models. Previously, the most popular models in advertising here were white with a British accent. Now the government is giving way to local talent by banning such advertising. Since October 2022, Nigeria has become the first country to ban the use of white people in advertising.

The cost of Google Ads contextual advertising in Nigeria

The price of contextual advertising in Nigeria is very low compared to more developed regions, making this market incredibly attractive. The cost per click is influenced by the competition in the niche, the quality of ads and landing pages. You should also take into account that if a marketing agency will be setting up a campaign in multiple languages, it will also affect the cost upwards (because it will require more labor).

Here are some examples of cost per click for popular queries in Nigeria from Google Ads Keyword Planner:

• Car repair services – $0.30;
• Online English courses – $0.45;
• Food delivery – $0.20;
• Fashion apparel – $0.15;
• Smartphones – $0.40;
• Household appliances – $0.35;
• Travel vouchers – $0.50.

As we can see, the cost of going to the site here is quite low. This is due to the fact that this market has not yet been fully exploited by international brands. However, with the increasing number of internet users among Nigerians, a gradual increase in prices can be expected.

Google’s share of total search traffic in Nigeria

Of course, Google is the unchallenged leader among search engines among local audiences, with an impressive 98.88% market share as of September 2024. Its closest competitor is Bing, but its share is only 0.89%. Despite the fact that Microsoft’s Bing has a certain popularity in other countries, here it is significantly inferior to Google.

The other systems (Yahoo!, DuckDuckGo, Yandex and Ecosia), hardly compete for the attention of Nigerians. Their combined share is less than 0.3%, which is almost imperceptible against the backdrop of Google’s dominance.

Given these statistics, companies looking to market to a local audience should focus their efforts on setting up Google ads in Nigeria. This will maximize brand visibility and attract targeted traffic to a website in almost any topic.