Facebook ads are coming to Groups. Yes, this is really happening.
In October of 2016, TechCrunch put out a blog post about Facebook testing ads in groups.
The idea being that the ads would be targeted by group topic, as well as the currently available identity-based targeting.
This article also stated that by mid-2017, Facebook will have reached its maximum News Feed ad load. There is a limit on how many ads can be squeezed into a person’s feed without making it feel like one long advertisement. Group are a potential revenue stream for Facebook, as well as being another excellent form of targeting.
Currently, mobile and desktop versions of these ads are being tested in Australia, Canada, Ireland and New Zealand.
This is fantastic news for marketers!
If you target your ads to a group that aligns with your niche, you can pretty much assume that group members will be interested in what you have to offer.
It’s also fantastic news for digital marketing agencies that offer Facebook ad services. Targeting groups gives you a guaranteed way to get in front of your desired audience to let them know you’re available to run Facebook ads for them.
And, (to our current understanding) these ads will be in the group feed. Group admins won’t be able to turn them off or delete them, unlike a post promoting your services.
Our own Charles Kirkland made a fantastic Facebook Live video about this topic, earlier this month. He pointed out that one of the fastest ways to get clients in your niche is to target Facebook groups for your chosen industry. For example, if you want to run Facebook ads for life coaches, you should look for Facebook groups that support life coaches.
How to Prepare for the Release of Facebook Group Ads
Here’s what Charles recommends for digital marketing agencies who want to promote their services using Facebook Group Ads, when they’re released (or, if you’re lucky enough to be in a market where they are currently being tested, right now).
Open a spread sheet.
Create 3 columns: Group name, group size, and URL.
Make a list of Facebook groups in your niche, noting these three things for each group. Make sure these groups are business oriented, so you’ll have potential clients.
Set up an Audit Funnel using FunnelDash, so you have a way of bringing in new leads.
Once Facebook Group Ads become available, refer to your list and prioritize which groups you want to target first.
When you start running Facebook Group Ads, set yourself apart from your competition by using your ads to offer a full Facebook ads audit, instead of directly saying “buy my services.” You’ll offer something of use, and you’ll build trust, unlike everyone else promoting Facebook ads services, who will sound “salesy.”
Targeting a Smaller Audience
You’re probably used to seeing an audience size of 50,000 or more when you set up your targeting.
Most Facebook groups are considerably smaller than that. There are some groups of 10,000 or 20,000 and larger, but most groups will average between 1,000 and 5,000.
Don’t let this deter you. The group size may be smaller, but it is a target-rich environment. You know everyone in this group is a business owner, or involved in a business that can use your services. It’s worth promoting to the smaller audience to get better results.
Services Are More Valuable Than Downloads
One of the best points Charles made in his Facebook Live video was that higher-end clients, who already run successful businesses, want services. They don’t want another white paper or checklist.
These people don’t have time to read about “The Latest, Greatest Tactics to Increase Your ROI.” They want someone to do it for them. Gear the copy in your ads and on your landing page more toward offering services than giving them another download.
Charles has lots of great ideas on how to do this in the video. Make sure you watch it to gather all his wisdom on how to set up this funnel and make it most effective for your digital marketing agency.
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Do you have access to Facebook Group Ads? If so, have you tried using them? Tell us about it in the comments.