Facebook广告图书馆是一个梦想，可以使用社交媒体巨头吸引观众的品牌。它通过访问竞争对手广告和内容提供了有关行业中发生的事情的有用信息。但是，仅凭访问并不意味着您就可以快速，轻松地获得为更具竞争力的广告系列而产生的见解。您需要一个过程。
In this article, we’ll help you peel back the layers of Facebook Ad Library. We’ll explore exactly what it is, why it’s necessary, and how you can use it to create competitor-crushing Facebook ads.
如何使用Facebook广告库来击败您的竞争：
什么是Facebook广告库？
Facebook广告库旨在使任何人和每个人都可以访问Facebook上的广告。这种方法是促进透明度共享尽可能多的信息。
You have access to a collection of all advertisements running from across Facebook Products, including Instagram. What’s more, access to Facebook Ad Library isn’t restricted. You can use the platform without owning a Facebook or Instagram account.
为什么Facebook广告库很重要？
为了透明度而创建了Facebook广告库。任何关注社交媒体和互联网巨头的诞生和成长的人都知道他们在将产品推向市场时所走的精细线路。他们面临的一个具体挑战是使用个人数据。这是一个备受争议的话题，通常很难找到明确的答案。
近年来，随着越来越多的新闻表面围绕多少用户数据品牌可以访问多少，以及他们如何使用它变得更加明显，人们和政府已经立场了。两者都一直在难以平衡秤。鉴于诸如Cambridge Analytica丑闻等大型新闻事件，Facebook决定做更多的事情来表明他们关心。
提供免费访问所有广告Facebo上运行ok and Instagram gives anyone the opportunity to identify what brands are up to. Given the Cambridge Analytica scandal, access to ads isn’t limited to what commercial brands are up to. You also get to see what social issue, electoral, and political ads are running.
FacebookAd Library and Your Competition
在Facebook上创建更具竞争力的广告时，广告库是信息的宝库。事实是，付费媒体具有竞争力，可能很昂贵。但是，尽可能快地吸引您的观众来引起品牌知名度，潜在客户，销售以及最终的业务增长，这也是必不可少的。要提供最有效的Facebook广告，您需要了解竞争对手正在创建和运行的内容。这些见解可帮助您产生更强大，更引人注目的报价。
Facebook广告图书馆如何工作？
Before Facebook Ad Library was launched, accessing ads took a different form. The feature was only open to Facebook users. To find out which ads brands were running, you had to visit their page and go to Page Transparency.
该功能向用户提供了许多信息。您可以看到一个摘要，该摘要显示了何时创建页面，是否更改了页面名称以及更改的何时以及链接到您正在查看的页面的其他页面。其他信息包括页面经理位于哪些国家 /地区。
With the creation of a standalone Facebook Ad Library option, anyone can access all ads throughthis URL。当您访问Facebook广告库时，以搜索引擎的形式提供了对广告的访问。您输入该品牌的名称，并将显示所有符合您输入文本的页面。
这是如何使用Facebook广告库查找页面的视频演练。
FacebookAd Library Features
广告图书馆不仅提供所有广告，还提供有用的过滤器。您可以按国家 /地区查看广告：
Impressions over a specific time period:
并通过平台：
How does this information help create competitive ads? Using it, you can tell where your competition is focusing ad spend, which ads they are running, how they are吸引听众, when they are promoting offers, and which platforms they’re using. It’s powerful.
Note：虽然广告库提供了对过去90天内出现的广告的访问，但它将仅显示活动广告。
Five Steps to Using Facebook Ad Library to Create More Competitive Ads and Campaigns
Building your next campaign with the help of Facebook Ad Library is easier than you think. Here’s a five-step process you can follow to find competitor ads, learn how they are engaging their audience, and how to position your brand and offers more attractively.
收集竞争对手清单
To get started, pull together a list of competitors in your space. The length of your list is entirely up to you, but we recommend keeping it to no more than 10 brands. This number will give you a good cross-section of brands and ad campaigns, helping you see what they are up to without overwhelming your senses.
查找竞争对手广告
Next, go to Facebook Ad Library and search for each brand. It’s possible that brands may not be running ads at present, so this exercise is one you want to consider running at least once every two weeks to see what your list is up to.
Collect Ad Information
With access to ads, sort them using the filters in Ad Library to find information that’s relevant to your market.
Remember：您可以按国家 /地区的平台过滤广告，因此请确保尽可能具体，以确保您创建目标和competitive ads。
解构漏斗
Smart marketers know that ads are tied to funnels. Funnels usually consist of an ad that drives traffic to a specific location, which is typically a landing page. While you can tell which ads are running, determining how competitive and creative your competitors are can only be done by following their funnel.
So, click through. See where each ad takes you. Do you arrive at a website product page or a custom-designed landing page? What’s on the page? Is it a video sales letter or a text-based sales letter? Do you see pricing, a special discount offer, or a free trial? Capture it all and save this intelligence for later.
Create Stronger Ads
Research in hand, it’s time to start creating your ads. Here are three areas to pay attention to along with questions to guide your ad creation.
Scrutinize Copy
Your ad post copy is the first messaging your audience will see. And for it to be effective, it has to be appealing.
Questions to answer:
- 您的广告是否使用以客户为中心的副本？
- 它是利益驱动的吗？
通过查看竞争对手的副本，您将能够发现他们的方法以及他们希望受众吸收的关键信息。
Source:facebook.com
ClickCease清楚地指出，他们的产品会阻止竞争对手点击您的Google广告。对于任何想要节省广告支出的品牌而言，这都是一个强大的价值主张。
Use Imagery and video
While ads allow you to reach your target audience faster, stopping thumbs from scrolling requires engaging content. On social media, video and images have proven to be successful. Research shows that using video ads with captionsincreases view time by 12%, something that helps keep users engaged for longer. This has to do with users wanting to watch ads without sound.
创建广告时，请尝试使用视频。确保它具有很强的钩子，以吸引观众的注意力，通过识别核心疼痛点或需要您的听众拥有并以行动呼吁结束，从而传达价值。
If that’s not possible, use captivating images that hint at a story behind the ad. The best images are relevant and aligned with copy, making them more engaging.
Questions to answer:
- Does your video address a pain point your audience experiences?
- 它的价值沟通你的产品或service?
- Does it tell viewers what to do next?
Create Strong Calls to Action
点击直接使用强烈的呼叫捕获。要创建最有效的行动电话，请查看竞争对手的使用，并瞄准更引人注目的事情。最有效的行动电话是个性化，清晰的，并使用面向动作的词。
Infograpia’s video ad shows how to appeal to audience pain points. Everyone who’s ever tried to create a beautiful presentation knows that they require painstaking attention to detail and hours to produce. The idea of creating one in a few clicks is almost miraculous and worth exploring.
Questions to answer:
- Is your call to action specific to your audience?
- Does it use action-oriented language?
- Does it identify a benefit your audience stands to gain?
搏一搏
Facebook广告库是一个电源工具。它为品牌提供了监视竞争对手学习自己的工作的机会。这也使他们有机会回到绘图板上并创建更强大的广告以实现更高的转化。
So, take a look at what your competition is up to. Use the five-step process to identify the best copy, images and video to include in your ad. The more you expose yourself to what your competitors are up to, the greater the possibilities are for strengthening your brand’s Facebook ad campaigns.
