How to Target Groups with Facebook Ads in 7 Simple Steps
Your initial thought may be that it isn’t possible to use Ads Manager to target Groups. This may be true, however we have a little hack for you to do it. Read on to learn how to target Groups on Facebook!
Why Should I Target Groups?
There are many benefits to targeting groups on Facebook. Facebook Groups are tightknit communities of highly interested and engaged users.
If you are a tech recruiter specialising in hiring entry-level candidates, for instance, you wouldn’t really be able to target your ads by job title, since your target audience wouldn’t have ever had that job title. If you are selling organic, hand-woven cotton baby socks, perhaps you’d find it to your benefit to target mothers in Kensington.
You could potentially find a Facebook Group of young, eager computer science graduates in London, or groups of eager mums wanting the best for their babies.
Targeting Groups on Facebook will have your ads be seen by high-intent users that are more likely to buy your product or service.
Why would you waste this sort of opportunity?
It will take a bit of effort on your part, however targeting Groups will give you the opportunity to get your brand in front of the eyes of those that will engage and convert. Sounds like a win to us.
7 Steps to Targeting Groups with Facebook Ads
Before you get started, you need to select the Groups that you wish to target, join them on your personal profile, and spend some time in them. What are the primary topics of discussion? What are these members looking for? Take note of the overall theme of the Group and how users interact with each other.
This targeting method won’t work if you don’t invest this initial time!
As with our tech recruiter example, we could find in the Groups we join that members are most intrigued in interview tips and emerging tech. This will start to give you the inspiration for your own content that you can create and share with these Groups. Which brings us to our first step…
Step 1 – Get Your Flagship Video
The first thing you’re going to need is one flagship video – the best one that you’ve got! We recommend creating (or choosing) a ‘how-to’ or other value-add piece of content rather than an ad about your brand.
Step 2 – Post the Video to Your Business Page
If you’ve already shared your chosen video on your page before, that’s totally okay. You’re going to share it again, but no need to worry about duplicate content! You’re going to hide it from your timeline.
Step 3 – Hide the Video
Before you hide your video, you first need to click on those three little dots at the bottom of the post, and click embed.
Then, hit “advanced settings” and copy the URL that Facebook gives you. Keep the URL in a spreadsheet, a Word document, wherever you feel most organized and can easily access it again.
Now, you’re going to hide the post, click the “see more options” button and select hide from timeline. Easy as .
Step 4 – Share the Video to the Group
Now that your video’s posted and hidden, you can go and share the video to other groups. Remember, you must share the video from your personal profile, you can’t share from your Business Page in Groups!
Make sure that you’re only sharing the video to the groups that you want to target of course.
“This is why it’s important to use a value-added video for targeting your Groups and NOT an ad about your brand. Self-promotion is prohibited in many Groups, so you want to only create and share a video that will actually help the members you wish to target.”
Step 5 – Build Engagement
Now it’s time to sit back, relax, and watch those likes and comments pile up on your post.
This of course is contingent on the actual quality of the video that you have produced (its helpfulness, not necessarily production quality).
You want as much reach as you can possibly get. Typical Group etiquette stuff here: respond to comments, ask questions, and do your part to prompt engagement!
The best practice would be to be an active participant in the Groups that you are targeting before attempting to get engagement to gain the attention and trust of those you want to become customers. Of course, you can repeat this targeting process again and again to get the most out of this technique.
A quick side note – if you’re wondering why we hid the video from the public on your Facebook page, it’s because you only want to target users that are in the specific Groups. Otherwise, you will skew your data and not be able to accurately measure your results to see if this is an effective strategy for your brand.
Step 6 – Create Your Custom Audience
Now it’s finally time to create a Custom Audience in your Ads Manager based off of your video engagement. This is why it was so important to let the views pile up before you begin your campaign.
In Ads Manager, head over to Audiences, select Create Custom Audience, and go down to the Video Engagement.
Segment your audience based on how much of your video that they’ve watched. As always, it’s better to start broad with a new Facebook strategy before cutting potential conversions out, so we here at Filed recommend you select the shortest length of time: people that have viewed at least 3 seconds of your video. Of course, if you do not want to waste your budget, you can focus targeting people that viewed a higher percentage of your video!
After that, plug in the URL that you’ve kept handy, and you’re ready to go!
A Final Word
And that’s it! A sneaky way to target Groups with your Facebook Ads.
Filed is an AI powered marketing platform that optimises your Facebook and Instagram campaigns. We take the work out of your ads.