If you’re at a loss trying to locate the “Info and Ads” tab on Facebook, you’re not alone.
Facebook recently made the switch over to a new form of ad transparency that goes even further than the Info and Ads tab ever did. This new feature gives users more insight than ever before into active ads across all of Facebook. Here we’ll dive into this new feature and how you can use it to your advantage as an expert PPC strategist:
Introducing Facebook Ad Library
Facebook Ad Library is Facebook’s newest transparency feature. Instead of the limitations often presented from the Info and Ads feature, Facebook Ad Library puts the power in the hands of the user.
The Ad Library gives users and non-users the power to search any product advertised on Facebook and receive information on all active ads that that product is currently running even if you personally are not a part of the brand’s target audience. It’s as simple as searching your favorite brand into the search bar and discovering all active ads.
In addition to increased insight, Facebook Ad Library allows users to:
- Search for any keyword, page, or name
- See the date the ad started running & when the brand page was created
- Find comprehensive information on political campaign ads including who funded the ad, ad spend, and scope of the ad reach across demographics
Finding Facebook Ad Library
Since Facebook Ad Library was created in efforts to present Facebook as a more transparent platform, especially in terms of politics, finding this feature is simple.
Step 1: Log into your Facebook, or not (the Ad Library is accessible to non-users also)
Step 2: Navigate to the brand page you wish to inspect
Step 3: Scroll down to the “Page Transparency” option
Step 4: Within the “ads from this page” section, click “view in Ad Library”
Or simply visit facebook.com/ads/library and search the brand or product you’re looking for in the search bar.
Using Facebook Ad Library
Once you’ve navigated to the Ad Library page, finding active ads is as easy as searching your desired brand. When you search, a drop-down list of brands and products will appear.
When searching for politicians or important political issues, you can search more generally with either the page name or keyword. You’ll then be able to filter by:
- Page name
- Country
- Status (active or inactive)
How Facebook Ad Library Differs from Info and Ads
Facebook introduced the Info and Ads feature in June 2018 in response to growing criticism from interference in the 2016 presidential election. Ultimately the Info and Ads tab was created to provide users with complete transparency and more information into what they’re viewing on the platform.
Overall Facebook Ad Library differs from the previous Info and Ads tab in means of transparency and functionality. Let’s dive into what exactly we mean by this:
Increased Transparency
Facebook has upped its transparency game with the shift to Ad Library. Not only can you now see all the active running ads for Facebook products, but any user can become more politically informed by simply searching the name of any politician.
Ad Library also offers more information on these current ads than ever before. In addition to all this Facebook provides a weekly review, called the Facebook Ad Library Report, that delves into issues of national importance as well as listing the highest spending advertisers.
Better Functionality
As great as Info and Ads was for transparency, there were obvious limitations. Ad Library rids of those limitations offering the user full functionality. Ad Library offers an easier-to-use solution designed with the user in mind.
Instead of having to travel to the product page and navigate to the Info and Ads tab, you can search any brand or product into the Facebook Ad Library search bar. All active ads are presented instantaneously in a user-friendly format overall creating a better user experience.
Utilizing Facebook Ad Library to Your Advantage
Now as marketers, we’re constantly looking for ways to use small updates like these to our advantage. The Facebook Ad Library is a PPC specialist’s heaven. There’s plenty of ways to capitalize on this update.
Facebook Ad Library gives you direct insight into your competitor’s paid strategy. Instead of endlessly scrolling through a competitor’s Facebook feed, you can now search your competitor’s brand name and be presented with a complete list of their active ads.
Here are a few ways you can start utilizing the Ad Library to your advantage today:
Inspiration for Creative Imagery
Designing the ideal graphics for any ad is a difficult task. But, sometimes a bit of inspiration can go a long way.
Facebook Ad Library allows you to inspect every single active ad your competitors are running. Therefore, for a bit of inspiration, study the design of your competitors’ ads. See what works for them and try to incorporate some of these design tactics into your next Facebook Ad campaign.
Copywriting Templates & Tone
Finding the perfect tone for your brand is not as simple as it seems. By looking at your competitors’ ads, you can see how companies within your industry are presenting their brand. You can also look at the ad copy to find successful copywriting templates and formulas to maximize your ROI.
Useful Ad Variations
Oftentimes, brands will A/B test ads on Facebook to find which ad format and copy will deliver the highest return. When using Facebook Ad Library, you can see which ads brands are A/B testing. Dissect these ads to see which one is performing better and then utilize this ad strategy in your own campaigns.
Pinpointing Successful Offers
If you’re looking for ideas for a new offer or deal for your ad campaign, look to your competitors’ Ad Library. All their offers and deals are included on the page so look into what’s working for them and then design an offer similar. Design an offer or deal that resonates extremely well with your target audience.
Overall, Facebook Ad Library can be used to any marketer’s advantage as long as you play your cards right. Look into what your competitors are doing and use it creatively in your own campaign. We wish you the best of luck!
For help optimizing your Facebook Ads, reach out to OneIMS today!
