The Meta Advert Library was launched in 2019 (then the Fb Advert Library) in response to stress confronted by the corporate over misuse of promoting to govern elections. Finally, the library could be expanded to cowl transparency within the European Union and all different advertisements — although the extent of element varies.
The library itself is usually buried, however there may be loads of helpful info that may be discovered inside it.
On this put up, I’ll make it easier to perceive the next…
- Meta Advert Library Fundamentals: entry and use it
- Social Points, Elections, and Politics
- Advertisements Delivered to the European Union
- All Different Advertisements
- Branded Content material
- How You Can Use This Data
Let’s go…
Advert Library Fundamentals
Go to https://www.fb.com/advertisements/library/ to entry the Meta Advert Library.
Inside the Search Advertisements part, choose a location, advert class (All Advertisements if it isn’t relevant), and a key phrase.
You’ll then get a abstract of the entire advertisements matching these search outcomes.
You may refine your outcomes by making use of filters.
- Language: All or choose particular languages
- Advertiser: All or choose particular advertisers
- Platforms: All or choose from Fb, Instagram, Viewers CommunityViewers Community is a community of cell apps which were authorised to monetize their apps with advertisements. That is how one can present your Meta advertisements to folks whereas they’re away from the Meta household of apps. Viewers Community and related teams are amongst your placement choice choices within the advert set. Extra, and Messenger
- Media Sort: All or choose from pictures, memes, pictures and memes, movies, and no picture or video
- Energetic Standing: Energetic and inactive or choose from one or the opposite
- ImpressionsImpressions are the variety of occasions your advertisements had been exhibited to your audience. Impressions aren’t counted whether it is detected they got here from bots. Extra by Date: Choose a begin and finish date
You’ll find a person advertiser’s advertisements through the use of the search. One other methodology is to go to the advertiser’s Fb web page (About > Web page Transparency > See All > Go to Advert Library).
Social Points, Elections, or Politics
While you search the Meta Advert Library, you may have the choice of filtering by Particular Advert Class (Politics/Elections/Social Points, Housing, Employment, or Credit score).
If you choose the class for Politics, Elections, and Social Points, you’ll get extra particulars that may’t be discovered when viewing different advertisements (outdoors of the European Union, no less than — we’ll get to that). These advertisements will probably be seen within the library for seven years.
Political advertisements permit for some extra filters for Supply by Area, Disclaimer, and Estimated Viewers MeasurementEstimated Viewers Measurement estimates what number of Accounts Middle Accounts (beforehand outlined as customers) are eligible for concentrating on given the settings in your advert set. Extra when looking.
Search outcomes for political advertisements will embrace the next particulars:
- Library ID
- Energetic or Inactive
- Began Operating Date
- Platforms
- Classes
- Estimated ViewersThat is the group of people that can doubtlessly see your advertisements. You assist affect this by adjusting age, gender, location, detailed concentrating on (pursuits and behaviors), customized audiences, and extra. Extra Measurement
- Quantity Spent
- Impressions
Click on “See Advert Particulars” for extra. You’ll get the next…
1. In regards to the Disclaimer: Disclaimers are required for political advertisements to declare who paid for them.
2. Advert Viewers: The estimated viewers dimension of those that noticed the advert.
3. Advert Supply: This contains the quantity spent and variety of impressions.
And likewise the age ranges, genders, and areas of those that noticed the advert.
4. In regards to the Advertiser: Extra particulars in regards to the advertiser web page in query, together with the quantity spent and disclaimers for different advertisements.
Advertisements Delivered to the European Union
Resulting from authorized and regulatory necessities, an added layer of transparency is required for all advertisements displayed within the European Union. While you seek for advertisements which were delivered to any of those nations, you’ll get entry to extra info.
Inside the search outcomes, you’ll get the next:
- Library ID
- Energetic or Inactive
- Began Operating Date
- Platforms
- Whether or not there are a number of variations of the advert
- Variety of advertisements that use the identical artistic and textual content
Click on “See Abstract Particulars” for more information. This can take you to a abstract web page with the entire associated advertisements.
Click on “See Advert Particulars” on any of the advertisements to get additional breakdownsBreakdown is a approach to get insights into your advert efficiency associated to time, supply, motion, or dynamic artistic component. Extra.
1. European Union Transparency: Location, age, and gender utilized in concentrating on (Fb was concentrating on worldwide).
And the entire variety of folks reached within the EU, damaged down by nation, gender, and age.
2. In regards to the Advertiser: Primary particulars in regards to the firm operating the advertisements.
3. Beneficiary and Payer: Advertisements that run within the European Union are required to reveal the beneficiary (the identify of the enterprise or particular person benefitting from the advert) and payer (the enterprise or particular person paying for it). In lots of instances, it will likely be the identical.
All Different Advertisements
For everybody else, you’ll get an summary of the lively and inactive advertisements, however that’s just about it.
You may click on “See advert particulars,” however there’s not a complete lot there.
You gained’t get any of the small print you discovered for political advertisements or these within the European Union associated to the quantity spent, estimated viewers dimension, breakdown of the viewers, and extra. It’s principally simply the advert.
Branded Content material
There’s additionally a hyperlink in the principle navigation to Branded Content material throughout the Meta Advert Library.
Branded Content material isn’t “promoting” in the way in which the remainder of these advertisements are arrange. These are paid partnerships the place one get together creates content material to advertise one other.
Choose the platform (Fb or Instagram), when that Branded Content material appeared, and the identify of the enterprise or creator.
You’ll get a abstract of the Branded Content material that was printed throughout that point interval for the searched enterprise or creator.
Click on “See Publish” to see it.
How You Can Use This Data
You’ll see lots of advertisers discuss utilizing this to “spy on the competitors.” Positive. I assume you might try this. It’s not what I do. However, I see this as a far much less intrusive instrument.
The first means that I take advantage of it’s to see how a one-on-one consumer is at the moment utilizing advertisements. After I put together for a name, I could entry their lively advertisements by going to the Web page Transparency part of their Fb web page. That helps me get a greater sense of what they’re doing now earlier than even getting on a name.
The second might be as inspiration. There are many advert libraries on the market used for this function (Meta has a separate library for artistic inspiration), however you might run a search primarily based on particular key phrases associated to your business to see what others are doing.
After all, you gained’t get any particulars on how a lot was spent on these advertisements (outdoors of the European Union) or how they carried out, however it will be asking fairly a bit to get that sort of information.
Your Flip
Do you utilize the Meta Advert Library? For what function?
Let me know within the feedback beneath!
