Ad optimization tests are becoming more and more demanding with the ongoing development of social media platforms. Since now more than two thirds of the digital ad spend flows into Facebook and Google, However, optimization on these social media channels is becoming more and more important.
How does Facebook Ads work?
have you ever Instagram and Facebook ads tried out? Then you surely know how complicated it is indeedto hit the right nerve - and that it's you Can cost thousands of francs if you get it wrong.
A Study by the Boston Consulting Group shows that only 9 % of marketers can accurately predict the impact of a 10 percent shift in their marketing spend.
The Use of Attribution and creative optimization is becoming more and more important, about complex customer journeys mobile and desktop devices and Understand different ad placements. For example, an ad with the Facebook Ads Manager appear in a variety of placements, such as
- in the Facebook News Feed
- between Instagram Stories
- in Instagram Reels
- within Instant Articles
It is therefore it is essential to work continuously on your ad optimization and take advantage of the new ad placement adjustment from Facebook to achieve your goals.
Take a look at the tactics of your successful competitors
By using the successful tactics of social media Identify advertisements from your more established competitors, you can get one save lengthy trial-and-error processes. And thanks to the Facebook advertising library (English. Facebook Ad Library) this is easier than ever. Provided you know how.
This article will teach you how to Gain strategic insights from your competitors' adsto improve your own campaigns. You can be inspired by their ads and gain fresh impetus.
It all started with the introduction of Facebook Info and Ads
In recent years, Facebook has come under heavy criticism - in terms of data protection, tracking and censorship.
There were major data breaches in which the accounts of half a billion Facebook users were stolen. Personal information such as phone numbers and dates of birth have been compromised.
As a result, many users of the social networking platform Facebook pushed to become more transparent. With the tab "Info and Ads" the provider undertook one step towards more transparency.
And many advertisers also took advantage of this. Because now it was possible to see the advertising campaigns of the competitors.
Today's equivalent is the Facebook advertising library
In the meantime, Facebook has replaced the “Info and Ads” tab with the “Advertising library”. Today's equivalent is one complete, searchable database, which brings even more transparency to the platform.
The advertising library enables users - and marketers - both the active and inactive ads of all Facebook pages easy to see. In addition, these ads will remain in the advertising library for 7 years.
Facebook said: “We believe that when you visit a page or see an ad on Facebook, it should be clear who it's from. We also believe it's important that people are able to see the other ads on a page even when they're not directed at you. "
What information is visible in the Facebook advertising library?
What makes the advertising library so valuable is that it is accessible to everyone. It offers a lot of insightful information about the ads that a page shows on Facebook, Instagram, Messenger and in the Audience Network:
- You can multiple versions see the ad
- the Start datewhen it started to run
- which linked Target landing page.
- the ads are filtered by Land and platform
Where can I see my competitors' social media ads?
1. How to Spy on Facebook Ads Strategies
First, find the brand you are interested in and go to their Facebook page. Now it's just a matter of these 3 steps to follow:
- Scroll down a little further until you see the section "Page transparency“See. This is located in the left sidebar on the desktop.
- Click on "View all". Here you can see page information such as when the page was created and where the people who manage it are geographically located.
- Click on the button "To the advertising library".
From here you can let your curiosity run free. Filter by platform (Facebook, Instagram, Audience Network or Messenger), Impressions by date or even after specific keywords. You will also find below similar regional advertisements.
If you click on “More about this” in a particular ad, you will be directed to the respective landing page that the advertisement is targeting. Behind the button "View ad details“Hides more information about the specific ad.
2. Would you like to see your competitors' ads directly in the Instagram app?
If you're more active on Instagram than Facebook, you might just want to see the ads your competitor is running on Instagram. Also directly in the Instagram app you can spy on your competitors' advertisements.
And this is how it works:
- Go to your competitor's Instagram profile.
- Tap on the 3 horizontal dots in the upper right corner Of the screen.
- Press "Information about this account"
Here you will find general account information such as joining date, location and old username as well as the active advertisements. Again, you can filter by social media platforms, impressions by date and keywords.
3. How does it all work on LinkedIn?
It is even more obvious to get to your competitor's ads on the social Network platform for business contacts: LinkedIn.
- Go to your competitor's business profile.
- Click on "Contributions„
- Click on "Show„
You can now view all of the brand's current advertisements. At LinkedIn there are, however no detailed filter function like with Facebook Ads and Instagram advertising. Nevertheless, this insight also offers interesting information Opportunities to compare different types of advertisements.
5 ways to get strategic insights from your competitors' ads
You are now wondering what exactly is all of this supposed to bring you? Spying on your competitors' ads is not only interesting, but also provides significant benefits Advantages in developing your own cost-saving and at the same time promising Social media marketing strategy.
We advise here by no means for clumsy copying Of your competitors. Rather, this little spying can help you out with your improve existing campaigns and get fresh inspiration. This saves you a lengthy process with lots of trial and error. They take one, so to speak Shortcut to success.
Although you can no detailed information on targeting, engagement or advertising budget an ad, but we'll tell you how you can strategically use these insights for yourself.
1. Effective advertising design with pictures and videos
Without a doubt, the visual design of the ad - i.e. the media used such as images and videos - is the most important part of an advertisement. It's the first thing the viewer sees.
It is strong images that make the viewer stop scrolling long enough to read the copy at all. An appealing video not only creates more engagement, it also leaves you behind lasting impression.
Pay close attention to the type of images your competitors are using. Does the photo just show the product? Or are the product photos combined with an additional lifestyle component? What is the lighting or graphics like?
Variations in the imagery can be used to address different use cases and target groups. When you look at your competitors' ads, also pay attention to ads that the same text with different images contain.
You could come back at a later time to see which images they are still using and which ones they have left out. From this it can be deduced what kind of media perform best.
2. Attention-grabbing headlines
Variations in your ad headlines can help target content with different audiences. By give identical advertisements with different headings, can you test which format works best.
Do attention-grabbing questions work better for you? Or is it more meaningful requests?
The famous advertising tycoon David Ogilvy already remarked: "On average, five times as many people read the headline as the text.“
3. Captivating copywriting
How do your competitors write their marketing copy? What is your tone of voice? Do they tell a long story or do they keep it short and sweet? Is the ad serious or humorous? Are emojis or special text formatting used?
Again, pay attention to differences in the displays to work out similarities. The Most successful brands consistently present desirable advantages for their target group in their advertising texts instead of mere featuresTo explain functions and information.
4. Which call-to-action button works best?
Would you like a initiate a direct invitation to buy or a more subtle "learn more" Insert button?
In this case, too, it's worth going back to your competitor's advertisements at a later date to find out which call to action was probably more successful.
5. Offers and Deals
Identifying the types of offers your competitors are offering can be a good starting point when creating your own product promotion.
Provides the brand Discount codes, free shipping, or other incentives at? How are these presented? If they offer discounts, what percentage are they offering? Also try to understand how your competitor is doing the Incorporate promotion into its comprehensive campaign.
If you offer your customers a 10 percent discount for no reason, that's suspicious. Potential customers will ask themselves whether you simply increased the price by 10 percent only to then give a “10 percent discount”.
Instead, communicate that real reason behind the actions, and thereby gain credibility.
Why should you rely on social media marketing at all?
There is no doubt that the business and retail world is changing faster and faster, and it is up to every company to keep up with current trends. Just today Marketing and innovation go hand in hand. Anyone who does not stay up-to-date in online marketing will sooner or later fall by the wayside.
Stationary shops are experiencing a decline. Businesses need to adapt and convert online to generate new revenue. And so it is obvious that one dynamic social media marketing strategy always makes more sense.
Let's look at those 3 top reasons for social media ads in 2021 according to the Forbes Magazine and how you can benefit from these strategies.
Reason # 1: Hyper-Target Customers
Did you know it over a billion active users on Instagram gives? The exact demographics of these users are available to business owners and advertisers alike.
If you know who your target customer is, then displaying your advertisements to the right people is a critical part of the marketing process as well saves you wasted advertising expenses at horrific heights.
Users can based on
- Website visits
- Email lists
and more to be categorized. This data is and can be made available by Facebook (and thus also Instagram) for advertising campaigns can be used to display relevant information to relevant people.
Reason # 2: Building target groups
You can not only address specific target groups directly with your marketing, but also save as historical data and use for future campaigns. Building a social audience and a landing page audience is crucial for the consistent success of your marketing efforts.
In plain English, this means that if someone clicks on an ad, visits a landing page or subscribes to e-mail lists, they can addressed again at a later point in time with contextual advertising and customized offers become.
Reason 3: tracking your ROI
Another important tool that emerges from social media marketing is the ability to directly track the return on investment of your advertising campaigns. For example on Facebook integrates this information directly into the Ads Manager platform.
Can be viewed
- the Performance of your budget
- the return on ad spend (ROAS)
- the Cost per purchase on your website
- the Cost per lead
This is hugely important to advertisers, as well as you can see directly how your advertising expenditure is developing. This makes it possible Remove unsuccessful campaigns and scale well-functioning campaignsto get even better results.
So if you get it right it means: low advertising spend and high return on sales. The typical return on ad spend is between 5x and 30x. If one succeeds through competitor espionage Take a shortcut to advertising success, do the ROAS can even be a factor of 75!
CONCLUSION: By optimizing ads you develop a cost-saving and promising social media marketing strategy
A well-engineered marketing strategy on Facebook, Instagram and LinkedIn is crucial because it enables you to target specific users, build an audience database and directly track your return on investment.
With our tips and tricks you will be able to Realize successful ads fasterby looking at the Copy the tried and tested advertising tactics of your competitors and use them to your individual advantage.
At R17, we always have our finger on the pulse when it comes to your digital marketing strategy! Would you like the save laborious digital marketing process and prefer to focus on your expertise as a business owner?
Then contact us today for one Free analysis of your social media advertising strategy. If we are a match, we will help you with optimized, profitable advertisements on the relevant social media platforms.