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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.

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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!

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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.

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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.

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

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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.

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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.

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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.

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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.

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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: 


Featured Image: metamorworks/Shutterstock

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SEO

Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

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Search Engine Journal Promotes Miranda Miller To Senior Managing Editor

It is with tremendous pride and excitement that I announce the promotion of Miranda Miller, an editorial and content strategy champion, to Senior Managing Editor.

While this promotion actually happened in January, having recently joined SEJ myself, I wanted to celebrate Miranda’s growth and leadership within the organization.

In this role, her areas of ownership will include core elements of SEJ’s editorial operations in this advanced role, including its rich educational and evergreen content.

“The word that comes to mind is blossom,” said Jenise Uehara, CEO of SEJ’s parent company Alpha Brand Media.

”Miranda dove into organizational management, cross-department collaboration, and business process design, while also tackling inefficiencies and challenges.”

An exceptional writer and editor, Miranda also brings considerable experience and expertise in content strategy.

Over the past several months, Miranda has truly shone as an organizational leader, working to grow SEJ’s editorial blueprint, talent, and operations exponentially.

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“And all the while, Miranda somehow kept the publishing crank turning out exceptional content and breaking news,” Jenise added.

“I’ve been thrilled to watch Miranda so quickly engage and take on a meatier leadership role.”

Having followed her work since joining SEJ, I can personally speak to Miranda’s diversified wealth of knowledge to the editorial team – not to mention the publication at large.

“I joined SEJ early in 2021 to help lead the editorial team in a period of great growth and opportunity,” Miranda said.

“We’ve been able to increase expert and educational content production by over 60% even while introducing a data-driven approach to content strategy and optimization,” she added.

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This year, we’ll publish 50% more ebooks than in 2021, and our contributing author program has grown to over 130 digital marketing and SEO experts with her guidance.

Prior to coming in-house, Miranda spent over 15 years leading her own marketing agency which served clients as wide-ranging as the world’s leading polar expeditions company, fintech and app startups, Fortune 100 companies, and several government agencies.

She’s been a prolific ghostwriter for brands and executives in SEO, tech, and finance, and has authored thousands of articles for clients that have appeared in the best-known B2B publications, technical journals, and mainstream media.

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As Editor-in-Chief, I’m beyond excited to watch Miranda’s leadership undoubtedly contribute to SEJ’s ongoing substantial growth.

SEJ’s brand and content offerings continue to evolve, to serve an audience of marketers and business leaders – and there has never been a more inspiring or energizing time to cultivate, promote, and be part of this remarkably talented team.

“Content quality has always been my number one priority, and so it’s refreshing to see that this is a shared value across the SEJ team,” Miranda said.

“I love to see the new ebook formats and article types we’re creating now and am really looking forward to continuing to innovate and teach, to bring the most useful and helpful educational content possible to the SEJ audience.”

Miranda is a part-time digital nomad and runs a location-independent content studio for enterprise organizations.

Three to four months of the year, she works in coworking spaces and cafes around Europe, Latin America, and the Caribbean.

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“But not at the beach,” Miranda adds. “That’s a myth. Ever had sand in your laptop? No bueno.”

At her home base on Georgian Bay in Canada, she’s the wife of a talented chef; mother bear to two teens, two Shepherds, and three budgies; and a patron of the local live music and literary scenes.

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She’s also a huge fan of adrienne maree brown, Lizzo, Phoebe Waller-Bridge, Margaret Atwood, AOC – and hockey.


Featured Image: Miranda Miller

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