Facebook Now Testing Ads for Facebook Groups

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Northfoto / Shutterstock.comThousands of businesses use Facebook ads to show content to their target audience. An equally large number of business owners use Facebook Groups to connect with their target audience. Interestingly, it is currently impossible to use Facebook Ads to target Facebook Groups. But that may be about to change. Facebook has confirmed reports that they are testing ads for Facebook Groups.

Facebook Groups are mini interest-related groups created by users. These can be related to just about anything, which makes them a great way for businesses to connect with their target audience. Businesses that make a product for cars can tell members of an automotive group about the product.

Since members of these groups typically include influencers and early adopters, telling people in Facebook Groups about products or information can be a good way to start developing popular interest.

Facebook users who utilize Facebook Groups began noticing notifications that Facebook would be testing ads. This prompted TechCrunch to find out more from Facebook. They learned that the ads will look the same as News Feed ads.  And according to their report, the ads will be targeted by Group topic as well as the standard identity-based targeting.

“We have started to test delivering ads to people in Facebook Groups, and will be evaluating the response before determining how we will move forward,” a Facebook spokesperson confirmed in an emailed statement to TechCrunch.

In some ways, this is just another way to target people on Facebook. One of the best benefits of using Facebook Ads is the ability to fine tune the targeting. Anything that increases the effectiveness of the targeting is a good thing for marketers.

One could argue that the benefit of adding Facebook Groups to ads goes beyond increased targeting. Despite the obvious benefits, Facebook Groups are hard to market to for many businesses. For one thing, there are often a lot of people in these groups, so it’s hard for an individual post to get noticed. Also, consumers see a lot of posts from businesses so it’s hard for them to easily qualify which ones are from more legitimate businesses.

Facebook Ads can ameliorate these issues with marketing to Facebook Groups. Being able to use ads to increase reach among Groups and to (a small extent) establish the legitimacy of a business makes using Facebook Ads for Groups more than just another targeting method.

For Facebook, opening this new path for advertising helps push back a looming crisis. According to TechCrunch, “Facebook says it will reach maximum News Feed ad load in mid-2017, which means it needs new revenue streams to continue its revenue growth momentum that’s been going strong for years.”

Whatever the reason, Facebook’s decision to open Groups to ads will be beneficial to marketers. Though the ads are only being tested now, it’s only a matter of time before Facebook makes the feature active for all ad users.

For more news about Facebook Ads, read this article on another new Facebook Ad format.


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