Want to target a Facebook Group with Ads?
Unfortunately, it’s not as straightforward as you’d think. When it comes to Facebook Ads they have countless ways in which you can target people… You can target via age, gender, interests, job title, school, you can even target what “Pages” they like. You cannot however target people in specific groups. Even if you own the Group.
There are, however, a few little workarounds. I’ll explain the easiest and most common one in this blog step by step.
Before I go into the step-by-step – what I recommend taking a look at is the “Audience” section in your Facebook Ads Manager. Once you get familiar with this section everything will become a lot easier.
The Video Strategy
Part 1: The Group
Ideally, this is a value-adding video as opposed to a promotional type video.
- Step 1: Create a Video
- Step 2: Post that Video to Your Facebook PAGE
- Step 3: Collect the URL
- Step 4: Paste the URL in the Group you want to target
Open the Group you want to target and paste the URL in the group. You may want to add some text/content as to why people should watch this video. You may have to also do this from your Personal Profile as the Group may not allow Pages to join.
Caveat: You will only be able to target the people who actually watch the video. So you can post the video but if no one in the Group stops to watch it. You won’t be able to retarget them.
If you own the Group yourself – you have a bit more flexibility but I’ll talk about that later in the blog.
Part 2: The Audience
- Step 1: Open your Facebook Ads Manager
- Step 2: Go to the ‘Audience’ section
- Step 3: Select Create Audience
- Step 4: Select Custom Audience
- Step 5: Select Facebook Sources Video
- Step 6: Select Engagement Type
- Step 7: Select the specific video
- Step 8: Give the audience a name and description
Part 3: The Ad
- Step 1: Go to Ads Manager
- Step 2: Go to Create Ad
- Step 3: Select your objective
- Step 4: Go to the “Ad Set” level
- Step 5: Under customer your audience you will find the list
- Step 6: Set up the rest of the Ad
Bonus Tips
- Bonus Tip 1: The Comment Section Now that you know the strategy, you can find different ways to use it. For example, if members of the Group are asking questions and your video(‘s) answer that question – you can reply to their comment with your video and you can retarget in the same way.
- Bonus Tip 2: Bloggers If you’re more of a ‘writer’ than a ‘video person’ you could use the strategy above but instead of replying to someone’s comment with a ‘video’ from your Facebook Page. You could reply with a link to a blog you’ve written on the article. Providing you have your pixel set up on your website – you can retarget that way too. If you run Google Ads – you can also retarget people who visit your page with Google Ads using this method too.
- Bonus Tip 3: Instagram You can start an Instagram chain post in a Facebook Group. You can then retarget anyone who follows you on Instagram by setting up an Audience on Instagram.
If You Are the Group Admin: If you own the Group yourself, you’ve got a bit more flexibility, control, and options.
- Option 1: Make make the post and “announcement” and pin it the top of the Group
- Option 2: Make it your welcome post and tag the new members
- Option 3: Make a post asking if anyone wants to see your video on (insert topic) and then tag them in the video (note: make sure you tag them on the actual Page if possible)
- Option 4: Collect emails as people join your Group
You can then upload your Email List to Facebook Ads Manager and retarget it this way
If you enjoyed this blog, you want to read these blogs on similar topics
- Can a Facebook Page Join a Group? (2021 Version)
- How to use Facebook Ads… even if you’re on a budget!
- How to use Facebook / IG Ads to sell more courses with Hollie Lowes
You can also check this FREE COURSE: How to Create an Online Course… In Less than 48 Hours… Even if you suck at tech!
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Blog Author
Jono Petrohilos
Director at Course Creator Community
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