Tips on Garnering Competitive Intelligence for your Facebook Ads

Before entering the marketing world, I saw Facebook ads exactly as they were. Sponsored posts. Branded content. They would come across in my feed, I’d notice them or maybe I wouldn’t, and I’d go about my day reading another article or scrolling through some dog photos.

Now working as a marketing specialist, I am encouraged to think through the full customer experience and interpret how that impacts the work I do and how I communicate it.

Facebook is one of the most transparent ways to do this. Originally created to help Facebook be more honest with its users, the “Info and Ads” section of a business’s Facebook page has turned out to be very beneficial for marketers researching for competitive intelligence.

Facebook Ads - "Info and Ads"

A few things to look for when researching and getting inspiration:

  1. The first step is to visit a similar business’ Facebook Page, and look for the option “Info and Ads.” On desktop, this will be in the lefthand column (as seen above). On mobile, click on the info “i” above the brand’s name, followed by “Active Ads.” This option not only allows you to see whether your potential competition is running ads, but it helps you consider whether you should even be advertising on this platform if your competition isn’t.
  2. Find your voice and relate it to your audience. “Info and Ads” gives you an idea of what you could be testing in your own creative, content, and CTA’s. While this option doesn’t show you what competitive ads have the most engagements or analytical insights, it lets you see what’s already in the market and where you could improve your own creative.
  3. This trick also presents the opportunity to click through to the website and visualize how a user would respond to the ad and then interact with the top stages of the consumer funnel. Try to take note of the CTA on the ad and how it translates on the landing page – did you click “buy now” and get directed to a page with no option to purchase? Put yourself in the consumer’s shoes and imagine how frustrating that would be. And then be sure to update your own ads with that in mind!

Whether you’re writing a strategy for a new client, looking to get some new ideas for your currently active ads, or just looking to see how the competition is advertising, try out some of these friendly tips. If you’re actively researching your competition and are looking for more tips for other advertising platforms, or just want to know more about competitive research, let’s chat!

Bonnie McDermott