As part of the Facebook’s new transparency measures, users are now able to view all ads that are being run by pages at any given time – this means that not only can you now see rivals’ ads but they can also see yours. PR and marketing specialists, BlueSky PR, have written this article for us on Facebook ads. Read on for Dan from BlueSky PR’s tips on Facebook Ads and how to view your rivals adverts.
With 70% of the global workforce made up of passive talent rather than active jobseekers, firms need to engage with potential candidates in places where they aren’t necessarily looking. One of these places is social media, where alongside organic content agencies are investing in paid posts to raise awareness of their services and the vacancies they are hiring for.
For those who are already using paid social, or are perhaps looking to go down this route, viewing competitors’ ads to gain an insight into their strategies has always been difficult. However, Facebook has now made this process a whole lot easier for recruitment marketers.
As part of the platform’s new transparency measures, Facebook users are now able to view all ads that are being run by pages at any given time – this means that not only can you now see rivals’ ads but they can also see yours.
How to view competitors’ ads on Facebook
So, how exactly do you view what content your recruitment rivals are advertising on Facebook? Here’s how to do it in four simple steps.
1. First, visit the Facebook page of the competitor whose adverts that you would like to view
2. On the left-hand side of the page menu you will see a new section titled ‘Info and Ads’
3. Click on this and you will be able to view all of the Facebook ads that your competitor is running. This includes both your country of residence and any other locations they are using paid posts in
4. Whilst you can’t see the likes and comments the ad has generated, you can interact with the ad and, for example, you can watch a video post or click through to the ad’s landing page
How can I use this to my advantage?
This added transparency can provide you with some valuable insights into your competitors’ social media marketing strategies. Here are four key areas that you should look at when reviewing your rivals’ paid Facebook posts:
1. What is the purpose/objective of the ad?
Are they focusing on candidate or client acquisition? Do they appear to be using paid social to advertise a role that they are struggling to fill? Or are they hiring themselves?
2. What messaging is used?
Does the copy hook you in? Is it consistent with the rest of their online and offline messaging? Are they using industry buzzwords?
3. What creative is used?
Which ad format are they using? What is the quality of the imagery or video like? And what is it communicating?
4. Does it link to a landing page?
If so, is the page design aesthetically pleasing? Does it use a lead capture form? What is the call-to-action like?
By using these questions to help evaluate your competitors’ Facebook ads you will gain a deeper understanding into how effective their paid social is and the improvements you can make to your own campaigns.