“And I’m not spying! I’m evaluating! It’s the same difference!” - Kath Harrison

In today's competitive digital landscape, keeping a close eye on your competitors' strategies can provide invaluable insights into their marketing tactics and help you stay ahead of the curve.

In this guide, I'll explore the methods you can use to view your competitors' Facebook ads and the key details you can take from them.

Why monitor competitors' Facebook ads?

Let's first understand the significance of monitoring your competitors' Meta / Facebook ads. By keeping track of their advertising activities, you can gain insights into their strategy - understand what type of content they are promoting, this can give you valuable insights into their marketing strategy, messaging, targeting and creative approach.

It can also help you to identify industry trends: Monitoring competitors' ads can help you identify emerging trends in your industry, allowing you to adjust your own strategies accordingly and stay relevant.

There are several ways in which you can view competitors ads, using the Meta / Facebook Ads library or using third party software.

Using the Meta / Facebook's Ad Library

This is the most cost effective way to look at a competitors ads. Facebook’s Ad Library allows you to search for ads running across Facebook, Instagram, Messenger, and Audience Network. Here's how you can use it to view your competitors' ads:

1. Go to Meta’s ad library at facebook.com/ads/library.

2. You’ll need to enter in some details. Select the country you want to view ads for, if you want to see all ads or special category ads, and then type in the name of the company whose ads you want to view (this is the name they use on their Facebook page so may be slightly different to their official name.

3. As with most things Meta, this tool does not always work. Sometimes you will be able to view current ads and past ads but often I can only view current ads. You’ll see a selection of ads, click on them to view details such as ad creative, copy, and engagement metrics.

Utilising Third Party Software

There are many third-party tools designed specifically for monitoring competitors' ads on Facebook. These tools offer additional features and insights beyond what Facebook's Ad Library provides. The cost of these tools often makes the prohibited for small businesses but if you want to take a look at whats available, some popular ones include:

• SocialPeta

• Minea

• PowerAdSpy

• BigSpy

• AdSpy

What should you look for?

You may not be able to see all of this data, depending on which method you are using, but these are the key details to observe.

1. Ad creative: Evaluate the visual elements and messaging of the ads to understand their approach to branding and storytelling

2. Ad copy: Analyse the language, tone, and call-to-action used in the ad copy to gain insights into their messaging strategy.

3. Engagement metrics: Look at likes, comments, shares, and reactions to gauge the level of engagement the ads are generating.

4. Frequency and duration: Note how frequently the ads are being shown and how long the campaign has been running. Long running ads are usually effective and converting.

Conclusion

You can gain valuable insights to inform your own marketing strategies by taking a look at what your competitors are doing. But remember, you need to maintain your own style, tone of voice and imagery. You may never fully understand their target audience or their budget, use these ads for inspiration rather than impersonation.

If you are interested in all things Facebook, you may also like to read my articles on 5 Reasons why your Facebook Ads are not working and The power of Facebook ad placements.