Huge New Facebook Ads Feature!

0:00I am super excited to announce that meta has finally given us a Facebook ads feature that I and many other Facebook advertisers have been calling for for years it's a really exciting new feature and in this video I'm going to show you what it is I'm going to show you how to use it and I'm going to explain why this is going to be a game Cher for a lot of Facebook adver so what is this new feature well you can now run a Facebook ad campaign to directly promote and grow a Facebook group now I know a thing or two about growing Facebook groups I have

0:26the largest Facebook group for Facebook advertising in the world and I've used all sorts of different strategies to grow that group over the last 5 years we used to use lots of workarounds lots of ways that we could get people to take an intermediary step like liking our Facebook page and then invite them to join the group and all sorts of things to to build Facebook groups because we know how valuable they are well now we have a direct solution from meta where we can literally send people directly from an ad to our Facebook group to go ahead and join it awesome really excited about this I

0:56think it's going to be a really big deal and let's get into it so this feature is still in roll out right now now only certain Facebook ad accounts have it it will obviously be rolled out um everywhere in the coming weeks and months but if you don't see it yet it simply just hasn't got to you yet you haven't made any errors or anything like that or there's nothing you've done wrong it just this is how meta does things they roll things out um to different accounts at different stages to make sure there aren't any issues and and nothing gets crashed when they do like a a wide roll out um for example

1:21okay but how do you go about actually taking advantage of this and how do you create a campaign to promote a Facebook group so within ads manager if you create a new campaign you want to select the engagement objective and then once you've done that you come through to the adset level the first section is going to be conversion location and then you should see this new Option at the bottom that's Facebook group beneath Facebook page now I've talked recently about running engagement campaigns directing people to your Facebook page to grow your Facebook page to get likes and followers there this is going to work quite similarly but obviously directing

1:53people straight through to a Facebook group and I'll explain the differences cuz there are they are significant and and this is more exciting in my opinion but but you should see that Facebook group option um pop up when this becomes available in your ad account if it's not there yet you simply don't have it um don't worry too much hopefully you will get it soon one other thing that I want to quickly mention because some Facebook ad accounts actually have a different setup but you'll be able to achieve the same thing so instead of having Facebook group as a conversion location instead you want to select on your ad and you

2:20can see from the description that group is is one of the options and then once you do that you want to change the engagement type to group join and then that's effectively going to work in the same way as what I just described some Facebook ad accounts have it the first way some Facebook ad accounts have it this way not really sure why they make it that confusing but there you go okay so once you select Facebook group as your conversion location you'll see that the performance goal gets automatically changed to maximize number of Link clicks and that is fixed now performance goal is what meta is optimizing for what

2:48are they trying to get you with this campaign what do you want it's not that simple what do you want typically we'd recommend optimizing for the end thing that you want like a purchase or a lead or something like that in this scenario I thought that meta was going to offer an option which was um the performance goal being actually get group followers to get as many group followers as possible obviously meta could track that because it's all within platform and could optimize for it but they've chosen not to do so I think they're worried about that end up targeting people that just follow lots of groups and maybe are

3:18going to spam the group and do things that you don't want in there if you optimize for that because of course those are people the most likely to join your group right the people that are doing those sorts of activities and the algorithm will pick up on that and then put ads in front of them first so maybe that's not the best thing to to actually optimize for so they fixed it link clicks obviously people who are going to click a good percentage of those are then going to go on to to follow as well I'd like to think that over time meta is going to get a bit more sophisticated

3:42here and they are going to introduce an option that is optimizing for people actually joining the group but maybe that takes into account people can only join so many groups or there's some other criteria to make sure that the quality of those group members are high because with a Facebook group you're building a community it's a long-term um play that can help you achieve fantastic business objectives but you want to make sure the quality of the group and the interactions in there are are good okay next thing you need to select is the destination this only replies if you have multiple Facebook groups otherwise the only one that you have um associated

4:12with your business manager is going to be automatically added in there so that's of course something that you uh want to go ahead and do very quickly I've got some really exciting news I've launched a new mentorship program to help you explode your business's revenue and profits through paid ads and marketing now in this mentorship program myself and my team will Mentor you daily literally every single Working Day and because of that spots are very limited so if you're interested you can click on a link in the video description below and book a call with one of my team members who can explain everything about the mentorship program and how it works

4:41I'm really really excited about this and I hope to be working with you and mentoring you very soon now as I said you can't optimize yet specifically for people to join your group but what you can do is measure those results right so I'm an ad manager in example ad account um and the way you take a look at those results is you want to go ahead over to columns and then you want to scroll all the way down to the bottom and then customize columns and then if I just go ahead and pop group into the search up here and you can select join group

5:08requests and cost per uh join group request and if you go ahead and apply those now this is an example um add account and um there's just two draft example campaigns in here CU I use this for demonstration purposes but if we scroll right to the end we will see that we would then be able to see okay we've been running this campaign to build our group um you know we spent $100 on it we've got you know I don't know 400 join group requests um and then it will calculate what those you 25 cents each or whatever it is um calculation in there okay so

5:38you'll be able to see those numbers you'll be able to track performance and that's going to be really helpful in terms of optimizing your ad campaign and working out which ads perform produce the better results which targeting options all that sort of stuff so just wanted to quickly show you that you can do that customize those columns and see that data and be able to use it to optimize so what should the ad itself focus on when it's within a campaign that's designed to get people to uh to join your group it really needs to emphasize the benefits associated with becoming a group member they're going to

6:04be able to connect with like-minded people they're going to be able to share expertise and save themselves time my Facebook group for example the tagline of it is save yourself years of trial and error and learn from others that's the whole premise around the group it's everyone talking in there about Facebook advertising and there's people in there with years of experience they're happy to share and people can ask questions and save themselves years of trial and error and obviously a lot of cost things along those lines so really emphasize the benefits associated with the group and if you want to know more about putting ads together I've created a

6:34video that shows you a super simple way to do it including a a tool you can use to put creative together that's that's really quick and easy and and something I'd recommend now the big question we also have to address here is why build a Facebook group why why those of you that already have Facebook groups and you're building them you'll completely get that you know this new feature is a game changer and how exciting it is but there'll probably be a lot of you that haven't got Facebook groups maybe you've thought about building a Facebook group uh maybe you haven't but my business draws a tremendous amount of value from

7:05our Facebook group 213,000 members it's one of the most valuable digital assets that we have and we could support my entire agent my entire 40 plus person agency based off of the leads clients Etc that we get from that Facebook group it's a fantastic place to build a community and really warm up an audience over time so if you offer anything that's like an expertise based service or anything where your prospects need to see you as uh like an industry Authority as someone who's credible as a business that's credible where they're going yes I do want to work with this company because of XY Z it's a bit more of an

7:40involved or thoughtful purchase um then it's a great thing to set up because you can deliver tons of value you can build that Community you can have it be something that that builds over time and grows and when I first started I never thought that my Facebook group would be anywhere near as valuable as it is today so something I recommend a lot of businesses do put time and effort into building and this is going to make it a lot easier a Facebook group is also one of the the few places where you do get genuine strong organic reach so people join your group and you post in that

8:09group and interact and put content in there and put testimonials or whatever it is that you want to put in there people will see that I can post for example a screenshot from a client's ad account that demonstrates results obviously with all the sensitive information blurred out and that will get tens of thousands of people see it within a couple of hours within the Facebook group now if I do that on my Facebook page and I still have 50 something thousand Facebook page followers so the audiences across those two are somewhat comparable I won't get anywhere near as much organic reach so being able to advertise to people and

8:41promote to people on a regular basis without having to pay to do so is obviously great and if you do that on top of your advertising it's just a win-win it's also really easy to ask someone to join a Facebook group it's not much of a commitment if you're struggling to get people from where they are right now to taking that first step whether it's you know booking a call or inquiring or or something that's a bit more involved maybe just purchasing outright this could be a really nice easy simple first step so um in early experimentation with this and this is a new feature we're seeing relatively

9:09inexpensive um cost per uh group joins um which kind of makes sense cuz it's it's it's nice and easy people to do so they don't feel like there's much cost to them so they're they're willing to to go ahead and do it so it's a good first intermediary step and what we often find is that people that focus on these longterm strategies things like building a Facebook group their other campaigns so let's say they running direct offer campaigns those really improve over time as the Facebook group is being built building in the background and you're sort of depositing um trust and value and Goodwill into that warm audience you

9:41will see that in the rest of your campaigns and speaking of taking a longer term approach to Facebook ads and that paying off massively if you haven't already I'd strongly recommend you check out my omnipresent content strategy I show you exactly what it is and how it works in this video here it's one of my absolute favorite Facebook advertising strategies and we've seen some fantastic results implemented it for clients over the past few years go ahead and check it out