Following on from the initial launch of its political ad archive last October, Facebook has this week announced that it will now catalog all ads run by all Pages, not just those with political affiliations.
The new listings will be housed in its renamed ‘Ads Library’ – as explained by Facebook:
“We launched the Ad Library – previously called the Ad Archive in the US – to help people learn more about ads related to politics or issues that have run on Facebook or Instagram. The Ad Library offers information about who saw the ad, as well as its spend and impressions, and houses ads for seven years. Today, we’re updating the Ad Library to make it easier to learn about all ads and the Pages that run them.
The updated Ad Library provides a searchable collection of all of the ads which are running, or have been run, on Facebook and/or Instagram. Enter a name, topic of organization into the search bar and Facebook will provide a list of relevant matches which it can show data for – you then select from the matches and go through to that brand/individual/topic listing. You can also choose a region filter from the top right, and Facebook will use this to highlight regional variants.
Facebook ad library example
In the top line of the company/organization listings, you’re also shown an information panel, which outlines:
Page creation date, previous Page merges, and name changes
Primary country location of people who manage the Page
Advertiser spend information for ads related to politics or issues (where the Ad Library Report is currently available)
And as an additional transparency measure, Facebook’s also adding a ‘Page Transparency’ section to every Page, which will include the same insight available within the Ad Library.
Now, you can get a heap more insight into how your competitors are conducting their Facebook marketing efforts, and learn from their campaigns and strategic direction, in order to better inform your own approach.
You might, for example, see that competitor is making a big push in a new region, that their ads are all video, or all very short text. There’s a heap of insight you can glean from this – the tool will be a valuable research accompaniment for serious Facebook ads users.
You’ll also find all that information under the new “Page Transparency” section in Pages’ homes, since not everyone’s keen to go digging in the Library. In addition to expanding the Library’s scope, Facebook will start updating it with new political ads daily instead of weekly starting in mid-May. The social network also plans to roll out transparency tools for political ads worldwide by the end of June.
You can access the updated Facebook Ad Library here.