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5 Creative Ways To Use The Facebook Ad Library To Your Advantage

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5 Creative Ways To Use The Facebook Ad Library To Your Advantage

The Facebook Ad Library is still stirring up the digital marketing ecosystem.

This tool gives marketers free access to “spy” on the ad imagery, headlines, copy, formatting, how long it has been live, A/B testing, and more.

It also gives you a line of sight into the landing pages of any ad that is currently live on Facebook, Messenger, and Instagram.

Screenshot from Facebook, February 2022

Considering that Facebook has captured one of the largest advertising audiences on the world wide web (an estimated 2.91 billion people) for an astonishingly competitive cost per click of $0.43, it is no wonder that marketers are spending their dollars in this digital channel.

Why Facebook Gave Us The Facebook Ad Library

Initially, Facebook created the ad library to ramp up transparency on political ads in a bid to reduce claims of election interference.

Thankfully for marketers, the ad library’s purpose has evolved to be so much more than just offering electoral clarity.

Digital marketers favor this tool to revolutionize, optimize, and inspire their Facebook ad campaigns.

Other Ways To Unlock The Benefits Of The Facebook Ad Library

This is by no means an exhaustive list of what you can do with Facebook Ad Library to improve your own Facebook ads, but it will give you a push in the right direction.

1. Expose Yourself To Other Industries

The first thing we tend to do when we’re on the Facebook Ad Library is to peek over the fence to see what our direct competition is up to.

Knock yourself out!

Viewing competitor ads is a great benefit, and there are so many other industries and brands worth looking at that have amazing ideas.

Why not search for a brand that you love or that is a complementary industry to yours?

Look at their competitor’s ads and see what they are doing well, what they have in common, what strategies they use, and what you’d like to emulate.

Then start testing.

2. Spot The Difference With A/B Testing

One of the great things about Facebook Ad Library is that you can easily see different versions of the same ad that brands are using for split testing.

A/B testing – like many other aspects of digital marketing like email marketing, landing pages, etc. – is so important for Facebook campaign success.

Much like those quizzes you did as a child where you had to spot the difference, your task will be to identify the elements being tested.

Different copy, same image?

Different call to action?

Facebook makes it really quick and easy to build a checklist of ad features to A/B test for your next ad.

If the big brands are doing it, so should you.

3. See Trends And Longevity

If you spend a bit of time browsing the Facebook Ad Library, you’ll eventually pick up on trends in design, layout, offers, and more.

Are other brands using video ads, carousel ads, image ads, slideshow ads, etc.?

This could be a great guide on where the target audience network is favorably leaning towards.

You’ll also be able to see what ads have been live for a long time – which means they are working!

You can find this by checking out when the ad was first launched.

Facebook freely shows this information, so don’t miss it.

It is an incredibly valuable insight into how well the ad is performing.

Active ads that run for a long period of time might be an indication that they are performing very well with Facebook users.

Just to stir the pot a little on trends, you could take another strategic angle on Facebook Ad trends: Spotting a clear trend might also be an opportunity to create imagery that is completely different.

This might help you stand out from the crowd.

4. Get The Jump On Competitors With Timing Cues

While creativity and copy are crucial to any Facebook ad, timing – or running times – is crucial for campaign success.

If your ad is premature, your audience will not be ready.

Too late and you may miss opportunities.

Take a cue from successful advertisers in your space when it comes to timing and adapt it for your own campaigns.

This is particularly useful when getting the jump on big-budget events in your marketing calendar like Back to School, Valentine’s Day, or Black Friday.

Make use of historical data on the Facebook Ad Library to exactly time your next campaign.

5. Funnel Mapping

Ads are not an end to themselves – they are typically built with a customer journey or funnel in mind.

The ad drives traffic to a destination; usually, a landing page that has been finely crafted to extract an action from the visitor.

Not only does the Facebook Ad Library allow you to see what ads are running, but you are also able to follow your competitors’ funnel by clicking through.

Do it – click and go down the rabbit hole.

Where does the ad take you?

Is it a Facebook page with Facebook products?

Are you sent to an online store with pricing or a special offer, or a gated page that requires an email address to access high-value information?

Maybe you’ll find a custom-designed landing page offering a free trial.

Experience the journey as if you are a customer, and use this intel for your next campaign funnel strategy.

Conclusion

It is worth bearing in mind that the ads only review the final part of their – and your – Facebook Ad strategy.

We have no access or visibility to anyone’s audience targeting criteria or context, audience network, or their ad spend, only to their ad creatives.

No matter!

Even without the targeting data on a campaign, the creative concepts are worth exploring.

While some advertisers view this much clarity as a threat, many more see the Facebook Ad Library as an opportunity.

Smart marketers think of it as an open door to creative inspiration when they’re in a bit of an advertising rut, need a bit of a boost for their next Facebook ad campaigns, or just want to up their marketing game and get better CTR on their advertisements.

I won’t tell if you won’t.

More resources: 


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Google Hints At Improving Site Rankings In Next Update

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Google Hints At Improving Site Rankings In Next Update

Google’s John Mueller says the Search team is “explicitly evaluating” how to reward sites that produce helpful, high-quality content when the next core update rolls out.

The comments came in response to a discussion on X about the impact of March’s core update and September’s helpful content update.

In a series of tweets, Mueller acknowledged the concerns, stating:

“I imagine for most sites strongly affected, the effects will be site-wide for the time being, and it will take until the next update to see similar strong effects (assuming the new state of the site is significantly better than before).”

He added:

“I can’t make any promises, but the team working on this is explicitly evaluating how sites can / will improve in Search for the next update. It would be great to show more users the content that folks have worked hard on, and where sites have taken helpfulness to heart.”

What Does This Mean For SEO Professionals & Site Owners?

Mueller’s comments confirm Google is aware of critiques about the March core update and is refining its ability to identify high-quality sites and reward them appropriately in the next core update.

For websites, clearly demonstrating an authentic commitment to producing helpful and high-quality content remains the best strategy for improving search performance under Google’s evolving systems.

The Aftermath Of Google’s Core Updates

Google’s algorithm updates, including the September “Helpful Content Update” and the March 2024 update, have far-reaching impacts on rankings across industries.

While some sites experienced surges in traffic, others faced substantial declines, with some reporting visibility losses of up to 90%.

As website owners implement changes to align with Google’s guidelines, many question whether their efforts will be rewarded.

There’s genuine concern about the potential for long-term or permanent demotions for affected sites.

Recovery Pathway Outlined, But Challenges Remain

In a previous statement, Mueller acknowledged the complexity of the recovery process, stating that:

“some things take much longer to be reassessed (sometimes months, at the moment), and some bigger effects require another update cycle.”

Mueller clarified that not all changes would require a new update cycle but cautioned that “stronger effects will require another update.”

While affirming that permanent changes are “not very useful in a dynamic world,” Mueller adds that “recovery” implies a return to previous levels, which may be unrealistic given evolving user expectations.

“It’s never ‘just-as-before’,” Mueller stated.

Improved Rankings On The Horizon?

Despite the challenges, Mueller has offered glimmers of hope for impacted sites, stating:

“Yes, sites can grow again after being affected by the ‘HCU’ (well, core update now). This isn’t permanent. It can take a lot of work, time, and perhaps update cycles, and/but a different – updated – site will be different in search too.”

He says the process may require “deep analysis to understand how to make a website relevant in a modern world, and significant work to implement those changes — assuming that it’s something that aligns with what the website even wants.”

Looking Ahead

Google’s search team is actively working on improving site rankings and addressing concerns with the next core update.

However, recovery requires patience, thorough analysis, and persistent effort.

The best way to spend your time until the next update is to remain consistent and produce the most exceptional content in your niche.


FAQ

How long does it generally take for a website to recover from the impact of a core update?

Recovery timelines can vary and depend on the extent and type of updates made to align with Google’s guidelines.

Google’s John Mueller noted that some changes might be reassessed quickly, while more substantial effects could take months and require additional update cycles.

Google acknowledges the complexity of the recovery process, indicating that significant improvements aligned with Google’s quality signals might be necessary for a more pronounced recovery.

What impact did the March and September updates have on websites, and what steps should site owners take?

The March and September updates had widespread effects on website rankings, with some sites experiencing traffic surges while others faced up to 90% visibility losses.

Publishing genuinely useful, high-quality content is key for website owners who want to bounce back from a ranking drop or maintain strong rankings. Stick to Google’s recommendations and adapt as they keep updating their systems.

To minimize future disruptions from algorithm changes, it’s a good idea to review your whole site thoroughly and build a content plan centered on what your users want and need.

Is it possible for sites affected by core updates to regain their previous ranking positions?

Sites can recover from the impact of core updates, but it requires significant effort and time.

Mueller suggested that recovery might happen over multiple update cycles and involves a deep analysis to align the site with current user expectations and modern search criteria.

While a return to previous levels isn’t guaranteed, sites can improve and grow by continually enhancing the quality and relevance of their content.


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Google Reveals Two New Web Crawlers

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Google Reveals Two New Web Crawlers

Google revealed details of two new crawlers that are optimized for scraping image and video content for “research and development” purposes. Although the documentation doesn’t explicitly say so, it’s presumed that there is no impact in ranking should publishers decide to block the new crawlers.

It should be noted that the data scraped by these crawlers are not explicitly for AI training data, that’s what the Google-Extended crawler is for.

GoogleOther Crawlers

The two new crawlers are versions of Google’s GoogleOther crawler that was launched in April 2023. The original GoogleOther crawler was also designated for use by Google product teams for research and development in what is described as one-off crawls, the description of which offers clues about what the new GoogleOther variants will be used for.

The purpose of the original GoogleOther crawler is officially described as:

“GoogleOther is the generic crawler that may be used by various product teams for fetching publicly accessible content from sites. For example, it may be used for one-off crawls for internal research and development.”

Two GoogleOther Variants

There are two new GoogleOther crawlers:

  • GoogleOther-Image
  • GoogleOther-Video

The new variants are for crawling binary data, which is data that’s not text. HTML data is generally referred to as text files, ASCII or Unicode files. If it can be viewed in a text file then it’s a text file/ASCII/Unicode file. Binary files are files that can’t be open in a text viewer app, files like image, audio, and video.

The new GoogleOther variants are for image and video content. Google lists user agent tokens for both of the new crawlers which can be used in a robots.txt for blocking the new crawlers.

1. GoogleOther-Image

User agent tokens:

  • GoogleOther-Image
  • GoogleOther

Full user agent string:

GoogleOther-Image/1.0

2. GoogleOther-Video

User agent tokens:

  • GoogleOther-Video
  • GoogleOther

Full user agent string:

GoogleOther-Video/1.0

Newly Updated GoogleOther User Agent Strings

Google also updated the GoogleOther user agent strings for the regular GoogleOther crawler. For blocking purposes you can continue using the same user agent token as before (GoogleOther). The new Users Agent Strings are just the data sent to servers to identify the full description of the crawlers, in particular the technology used. In this case the technology used is Chrome, with the model number periodically updated to reflect which version is used (W.X.Y.Z is a Chrome version number placeholder in the example listed below)

The full list of GoogleOther user agent strings:

  • Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/W.X.Y.Z Mobile Safari/537.36 (compatible; GoogleOther)
  • Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; GoogleOther) Chrome/W.X.Y.Z Safari/537.36

GoogleOther Family Of Bots

These new bots may from time to time show up in your server logs and this information will help in identifying them as genuine Google crawlers and will help publishers who may want to opt out of having their images and videos scraped for research and development purposes.

Read the updated Google crawler documentation

GoogleOther-Image

GoogleOther-Video

Featured Image by Shutterstock/ColorMaker

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ChatGPT To Surface Reddit Content Via Partnership With OpenAI

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ChatGPT artificial intelligence chatbot app on smartphone screen with large shadow giving the feeling of floating on top of the background. White background.

Reddit partners with OpenAI to integrate content into ChatGPT.

  • Reddit and OpenAI announce a partnership.
  • Reddit content will be used in ChatGPT.
  • Concerns about accuracy of Reddit user-generated content.

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