Staying on top of digital advertising best practices is crucial for B2B marketing teams. Learning how to use Ad Libraries to understand your competitors’ strategies can provide valuable insights and a competitive edge. This blog explores available Ad Libraries, the information they provide, and how to apply these insights to your advantage.
What is an Ad Library?
Ad libraries are searchable digital databases containing information about ads currently or previously running on major platforms like Meta, LinkedIn, TikTok, and Google. These libraries promote transparency and accountability, allowing anyone to learn more about the ads they see, who is paying for them, and, in some cases, the budget spent. For example, during recent UK elections, political parties spent over £3.49 million on social media advertising, which journalists monitored and reported on.
Five Ways Marketing Teams Can Use Ad Libraries
Ad libraries reveal active ads, creative elements, and targeting tactics. Here are some useful competitor research techniques:
1. Sector and Competitor Analysis
Most Ad Libraries allow users to search for content using keywords or company names. This helps teams discover new competitors and their approaches to specific issues. For example, cybersecurity marketing teams can search the LinkedIn Ad Library to see the latest campaigns on ransomware.
2. Targeting and Message Analysis
A thorough competitor advertising audit can reveal who they are targeting and which hooks they use. Combining the ‘advertiser’ filter with the ‘keyword’ filter helps marketers quickly identify niches and topics competitors are championing.
3. Creative Inspirations
Analysing competitors’ assets helps understand their content marketing strategies. This process can also inspire your team by identifying design styles and trends. Filtering by media type can reveal which formats and visual styles resonate with your audience.
4. Advertising Campaign Orchestration
Ad Libraries show all running ads, allowing analysis of campaign orchestration. Using the time filter helps understand campaign duration and sequencing. Filtering by country reveals whether companies run global campaigns and how they adapt messages for different markets.
5. Estimate Digital Advertising Budget Spend
While Ad Libraries don’t provide exact budget information, the volume of ads can indicate investment levels. A high volume of active ads suggests ongoing campaigns and consistent spending.
How to Apply Insights to Your Strategy
Leveraging ad libraries is about strategic intelligence. Understanding competitors’ moves helps refine your strategies, optimize budgets, and create more effective campaigns. However, using Ad Libraries effectively requires expertise in your technology sector and digital advertising.
Written by: By Louise Stewart-Muir, Joint MD, SAY Communications.
