Bear in mind the outdated days with the dusty, yellow phone guide notebooks that had the numbers of everybody on the town? That’s the Fb advert library (now often known as Meta advert library) for Meta adverts. The Meta advert library is sort of a Pinterest board of all of the adverts working on Meta’s platforms — together with Fb, Instagram, Messenger, and Viewers Community.
Meta initially created the advert library to resolve transparency issues surrounding elections in america. However the use case for it has prolonged far past political transparency as we speak. This text will train you the way you should utilize the Meta advert library to the perfect of its potential.
Seek for “Meta advert library” on Google and click on on the primary URLfor Meta Advert Library. If you wish to see the adverts for a particular Fb Web page, you may as well discover them within the Meta advert library utilizing their Fb account.
1. Go to their Fb Web page
2. Click on on “About”
3. Go to “Web page Transparency”
4. You’ll discover the choice to see the adverts from any web page by clicking on “Go to Advert Library.”
Earlier than we begin digging into how one can successfully use the Fb advert library, you want to know a couple of caveats.
Meta advert library dives deeper for adverts underneath points, elections, or politics
The Meta advert library solely exhibits the adverts which are presently working (aka, they’re “energetic adverts” on Meta) — except an advertiser is working an advert that’s categorised underneath the advert class “points, elections, or politics.” Meta additionally shows inactive adverts to keep up transparency and accountability round these delicate matters.
The Meta advert library shops these adverts for seven years in its database. The adverts underneath this class even have extra advert particulars than other forms of adverts within the advert library — together with extra details about who funded the advert, a tough estimate of how a lot cash was spent on the advert, and the advert’s attain throughout a number of viewers demographics.
The Advert Library Report additionally has complete information on adverts about social points, elections, or politics in a rustic for a particular date vary.
The Meta advert library exhibits extra particulars within the EU area
The European Union’s transparency legal guidelines have completely different regulatory necessities than the remainder of the world. So, the Meta advert library exhibits extra data for commercials within the European Union. Listed here are the additional elements of the Meta advert library within the EU area:
Location, age, and gender utilized in advert targetingTotal attain of the adverts and a breakdown of that attain by location, age, and genderBeneficiary of the advert (who’s benefiting from it) and the payer of the advert. Typically, this would be the identical creator or enterprise
The Advert Library API — an utility out there for a deeper evaluation of adverts & doing custom-made searches — can be out there just for adverts underneath points, elections, politics, and adverts run within the EU area. The inactive adverts within the EU additionally keep within the Fb advert library for one yr.
⚡Additional studying: Meta has a wonderful desk breaking down the extra data out there in all three sorts of adverts (typical adverts, adverts within the EU, and adverts underneath points, elections, or politics).
Now that you recognize all these nuances, let’s perceive how you can really use the Fb advert library to your benefit. This recommendation solely applies to adverts that aren’t political adverts, run within the EU, or about social points.
Earlier than we perceive methods to make use of the Fb advert library, you should discover ways to use it. While you go into the library, you first get the choice to filter your search outcomes for location and advert class. Then, you may add key phrases. These key phrases generally is a model identify straight (like your opponents) or your area of interest (like skincare).
When you click on to look, you’ll get a listing of energetic adverts that meet your necessities. Every advert has:
Library ID of the advert — the distinctive identifier variety of the adThe “Lively Standing” label to point out it’s an energetic adThe date the advert began runningThe platform(s) the advert is working onWhether or not the advert has a number of variations. If sure, you may as well see the a number of versionsThe advert itself — the caption, artistic (video, picture, carousels), call-to-action, and the touchdown web page that the viewers goes to as soon as they click on on the advert’s CTA
Take the advert beneath for instance. The advert began working on October 13, 2024, and is energetic on Fb, Instagram, Messenger, and the Viewers Community. You can even see the advert’s a number of variations. The advert’s video and the caption are additionally proper within the open. Should you click on on the CTA button, you’ll even be taken to the meant touchdown web page of this advert.
On the right-hand nook, you additionally get extra details about the advertiser — hyperlinks to their Fb Web page & Instagram account and particulars about what they promote.
Now that you understand how to make use of the Fb advert library and all the small print about what it comprises, let’s speak concerning the seven methods to make use of the data you get from right here.
1. Get impressed by different manufacturers’ advert campaigns
The primary and simplest way to make use of the Fb advert library is to search out new concepts in your personal promoting campaigns. Seek for your area of interest’s key phrases and take inspiration from the adverts which are presently working.
Have they got a compelling copy? Are their creatives one thing you may put your individual spin on? What do you consider their touchdown pages? If there are a number of adverts containing the identical provide, which one do you assume is greatest, and what practices are you able to undertake in your individual adverts?
You can even flip the coin and use the Fb advert library to search out what may very well be improved within the presently working adverts in your business. Use the database to search out concepts for brand new adverts and monitor how associated adverts inside the identical firm or area of interest differ. These insights might help you carve lovely adverts of your individual and forego the errors of others.
2. Do a competitor evaluation
The most typical use case of the Meta advert library is a aggressive evaluation. You possibly can straight seek for your opponents and see what adverts they’ve been working. From right here, you may slice and cube your opponents’ adverts’ choices, advert copy, artistic, and touchdown pages.
For instance, if Levi’s is your competitor, you may see their entire advert library for energetic adverts. You can even use the search bar to hunt for particular key phrases, merchandise, or gives. As an example, I looked for “denims” in Levi’s advert library to test their adverts for this specific product.
Together with the precise key phrases, you may as well use the “Filters” to filter for media sorts (like solely video adverts), a selected time interval, platform, and languages.
Snooping in your opponents’ adverts may be insightful, however don’t use it as a benchmark to fully dictate your adverts. See what you possibly can do higher often, however don’t let the competitors be the middle of your promoting technique.
3. Discover gaps out there that you would be able to fill
A good way to make use of the Fb advert library is for market evaluation. What sort of adverts your competitors or adjoining small companies are working supplies a variety of perception into their general advertising and marketing technique — their product launches, gives, and inventive strengths. Use this data to offer your viewers what’s lacking out there.
For instance, if you happen to discover that the majority manufacturers in your business are solely placing adverts on Instagram, discover out why that’s the case — experiment with working adverts on different platforms in Meta’s applied sciences, akin to Fb and Messenger. Perhaps there’s an untapped market there.
Extract how one can stand aside from different adverts within the feed. If most adverts in your area of interest are branded and scream “commercial,” — attempt to create adverts that mix into the feed utilizing user-generated content material as adverts. Perhaps if there’s a scarcity of video adverts, experiment with them to see in the event that they get extra engagement.
This is not recommendation to zag when everybody zigs, however to dig deeper and attempt to perceive what your viewers wants. See how these adverts seem from a client’s perspective. What are they lacking? Fill that hole.
4. Uncover patterns in worthwhile adverts by their working time
Nobody’s going to maintain burning cash on an advert that’s not performing. If an advert has been working for a very long time, it means it’s performing properly for the model. Use the time interval function to filter adverts with an extended shelf life and discover commonalities.
Should you’re doing this for a competitor, you’ll see what sorts of gives, merchandise, and media sorts work the perfect for them. Should you’re doing this for a key phrase, you’ll spot what sorts of copy, advert artistic, and CTAs work greatest.
For instance, if all of the longest-running adverts of a competitor have one widespread product of their catalog, it’s seemingly a greatest vendor. Or if many adverts are video adverts in your area of interest, that’s the best-performing advert artistic.
Recognizing these patterns will show you how to perceive what advert methods will work greatest for you.
5. Use filters and key phrases to search out precisely the adverts you’re in search of
The filters within the Fb advert library are highly effective. You need to use them to get very particular with the type of adverts you’re in search of.
Take key phrases: You possibly can seek for actual search phrases utilizing citation marks, like “Store the sale now,” or a number of search phrases utilizing a couple of citation mark within the search bar — akin to, “Store now” or “Sale.” If you wish to seek for particular phrases in adverts however don’t care concerning the order, use the “|” mark to separate them within the search bar. For instance, “footwear | sale | Christmas.”
In filters, you may get particular with the language, platform, media sort, advertiser, and date vary.
Use filters and key phrases to get particular concerning the type of advert inspiration you’re in search of.
6. Seek for branded content material to research sponsored posts
The Meta advert library additionally comprises sponsored posts — aka the posts containing a “paid partnership” label throughout Fb and Instagram. Tips on how to entry that?
1. Go to the Meta advert library and click on on “Branded content material” within the higher proper nook
2. Filter in your alternative of platform (Fb or Instagram)
3. Add a timeline for which you wish to see the sponsored posts
4. Seek for the model or creator you need
5. You’ll get a listing of all of the content material underneath a “paid partnership” label that the model or creator has carried out throughout your chosen time interval
You possibly can see the small print concerning the model associate, sort of sponsored submit, and a hyperlink to the unique content material. The branded content material library is just out there for posts that went dwell on or after August 17, 2023.
The evaluation right here isn’t a deep dive — you may’t get an perception into the variety of impressions or views or how the collab submit carried out, for instance. However you may nonetheless use this to get a surface-level perception into the influencer advert methods of your competitors or see the sponsored posts of your potential creator associate.
⚠️ Be aware: The “Branded content material” underneath the Fb advert library solely comprises posts with a paid partnership label. This implies the advert library doesn’t embody influencer advertising and marketing content material like affiliate posts, giveaways, and many others.
7. Save your searches
It can save you the searches in your Fb advert library for straightforward entry sooner or later. Let’s say you looked for seasonal patterns in adverts utilizing particular key phrases and filters. It can save you this search by clicking “Save search” and coming into a singular identify.
Then, if you wish to rerun the identical search, you may click on on “Saved searches,” and shortly run the identical search with out the tedious activity of re-typing your key phrases or including filters.
This function isn’t superior — you may’t save particular adverts and manage them utilizing labels, for instance. But it surely’s nonetheless one thing you should utilize to be extra environment friendly with repetitive searches.
The Meta advert library generally is a nice place to begin to get impressed to run your individual campaigns and keep afloat about what’s occurring out there. But it surely’s all idea in the long run. To successfully discover ways to do social media promoting, you want to get your palms soiled and really run adverts within the Meta adverts supervisor. There’s no higher perception than your individual advert dashboard.
Need to discover ways to use the Meta adverts supervisor? Right here’s your full information.
