Facebook is trying out ad placements in the Groups tab, which would allow users to view content from all the Groups they belong to. Currently, the test includes a small number of advertisers who have access to the new inventory within the Ad Manager. It is possible for these advertisers to extend mobile News Feed campaigns to the Group tab.
“We’re running a small test to place ads in the Groups tab and will evaluate whether these ads are beneficial for people and businesses before deciding whether to expand it further,” said Facebook Product Manager Melisa Tokmak.
In order to take advantage of the ad placement, advertisers with access have to select Facebook Feed and Group Feed placement options. Targeting capabilities for Groups tab ads will stay the same as other ads. There aren’t any other additional options to target users based on their Group memberships.
A number of brands have found Facebook Groups to be advantageous in terms of organic reach as the News Feed has practically removed branded content that doesn’t have dollars attached to it. Facebook Groups gives brands the ability to build a community of users who want to interact with their business on the platform.
Ad campaign options include: Reach, Offsite Conversions and Link Click objectives.
All ads will include the “Sponsored” label and come with the same transparency and controls, such as the “Why am I seeing this ad?” information for users.