Facebook ad library: easy guide

Since 2019, facebook makes available The Advertising Library, a tool that allows you to consult all ads shown on the platforms from Meta. This webmarketing resource offers the possibility to analyze the actions of your competitors and to access a set of information on the management of Facebook, business or commercial ads. Here's a guide to getting the most out of the Facebook Ad Library.

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Very simply, what is the Facebook Ad Library?

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The Facebook advertising library is a platform where the ads shown on Facebook and Instagram are listed. This tool is reachable for free To all users, thus allowing view advertising campaigns of all advertisers around the world.

Access to the library is easy : using the search engine, users can choose the country where Facebook ads are displayed as well as the Facebook or Instagram account of their choice. This allows them to view the ads shown by this account in the selected country, as well as some information related to those ads.

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The specificities of the Facebook advertising library

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Here are its key characteristics:

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• Transparency objective : Meta wants to provide public access to certain information about the ads shown on Facebook and Instagram, in order to build the trust of the users targeted by these ads.
• Transparency of socio-political advertising : The library guarantees the transparency of advertising related to social, electoral or political issues. Users can obtain reinforced information, in particular about the advertiser, which allows them to know the possible biases. For example, Facebook users may be notified that the ad campaign is being run by an activist group or political party.
• Data completeness : The library database is comprehensive, listing all paid advertising campaigns active on the social network at the time of the search. Advertisers on Facebook or Instagram can't prevent their campaign data from being published because it's automatically integrated into the database.
• User friendly search engine : The library offers a search engine to facilitate the search for information. Users first select the country where the ads are shown, then enter either the name of the Facebook or Instagram account they want information about, or enter a keyword. The search engine redirects users to the corresponding accounts and suggests relevant results. However, it is not possible to use the search engine to find all advertisers in a specific field of activity.

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What's in the Facebook ad library

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In this Facebook advertising library we find:

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• Ad archiving : All ads on Facebook and Instagram are archived within 24 hours of their first impression. Even if the Facebook ad changes during the campaign, the library updates the information to reflect the changes.
• Viewing active ads : The library shows ads that are active at the time of the request. Users can therefore obtain real-time information on current advertising campaigns.
• Sociopolitical advertising archiving : Ads dealing with social, electoral or political issues remain archived for a period of seven years. Even if these ads are no longer active, they can be consulted in the library to ensure transparency and traceability on these important topics.
• Key Facebook Page Information : In the “About” tab, the library provides key information about the Facebook Page related to the ad. This includes “Likes” of the Page as well as its history. Additionally, information specific to current ads is also available, such as the date and platform served, as well as a visual overview of the Facebook ad itself.

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How do I use the Facebook advertising library?

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There are two very easy ways to use the Facebook ad library :

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1. Use of the search engine : Explore a vast collection of ads using the Ad Library search engine. You don't need to have a Facebook or Instagram account to access this handy feature.
2. Access via brands' Facebook Pages : You can also consult the advertising library directly from a brand's Facebook Page. Simply visit the Page and navigate to the ad library section to explore the ads served by this brand.

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Here are the steps you need to take to use the Meta Ads Library:

1/ Access the Meta Ads Library: Go to the Facebook Ad Library site.

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2/ Select the country and search options: Choose the country where you want to see ads, select the “All ads” option and enter a keyword or the name of the Facebook Page or Instagram account you want to explore. For example, if you want to discover the ads of your competitors in the hotel industry, you can use key phrases such as “luxury hotel”, “bed and breakfast”, or “resort.” The search engine will then suggest the corresponding Facebook Pages.

3/ Consult the ads on a Facebook Page: To see the ads broadcast by a specific Page, go directly to this Page. Click “Show All” in the “Page Transparency” box at the bottom left of the page.

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Then, click “Access the ad library” in the “Ads on this Page” box. A new tab will open with library results.

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4/ Use filters: On the results page, you can use filters to refine your searches. You can filter by language, delivery platform, date and media types used in the ads (with or without images or videos).

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View ads: For each active ad, you can see how it's served on Facebook or Instagram and click on the links included in the ad. The library will also provide you with the start date of the advertising campaign. This information is valuable for brand and social media managers, allowing them to draw inspiration from the competition as part of their Facebook marketing strategy.

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Use the advertising library to stand out from competitors?

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The Facebook ad library is a treasure trove of information for businesses looking for a competitive edge. Here's how to make the most of this dynamic resource:

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- Deciphering the competition's advertising budget : By looking at the number of active ads a competitor has, you can estimate their advertising budget and strategy.

- Understanding competitors' preferred broadcast platform : The Facebook ad library shows you if competitors are focusing their Facebook campaigns or Instagram.

- Get inspired by profitable advertising campaigns : The start date of an active ad is an indicator of its performance.

- Decoding the goals of competing advertising campaigns : The Call-To-Action (CTA) used in your competitors' ads tells you about their marketing goals.

- Exploring the international market : The advertising library tells you if your competitors only target France or if they also have an international presence.

- Get inspired visually : Previews of competing ads are a source of inspiration.

- Take advantage of advertising related to social issues : The Facebook ad library offers in-depth information on ads that focus on social issues.

- Identify CSR campaigns : Some campaigns related to corporate social responsibility are identified by Facebook as social, electoral or political issues.

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If you want to start using this acquisition channel that is Facebook Ads, our experts are at your disposal to discuss!

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