Introduction
Finding your competitors’ target audience on Facebook Ads can give you a major advantage in your marketing strategy. By understanding who your competitors are targeting, you can refine your own ad campaigns, tap into new audience segments, and make more informed decisions about your approach. In this guide, we’ll break down the steps to uncover your competitors’ audience strategies on Facebook Ads, so you can better position your business and outsmart the competition. Let’s dive into actionable methods that will help you gain valuable insights into their audience.
Accessing Facebook Ad Library
The Facebook Ad Library is one of the simplest and most direct tools for analyzing your competitors’ ads. Launched by Facebook for the sake of transparency, it allows you to see active ads running across its platform. It doesn’t show every piece of information about the ads, but it provides valuable insights into your competitors’ current campaigns.
Step-by-Step Guide to Using Facebook Ad Library:
1. Go to Facebook Ad Library: Start by heading over to the Facebook Ad Library. The tool is free and available to anyone with a Facebook account.
2. Select Your Country: At the top of the page, you’ll find an option to select your country. This is important because ads may vary by region. For a broader analysis, you can also choose “All Countries” to view global campaigns.
3. Choose Ad Categories: While Facebook Ad Library allows you to search across different ad categories (like “Housing,” “Employment,” or “Political”), you should select the option to view “All Ads” for a comprehensive look at your competitors’ strategies.
4. Search for Competitors: Enter the name of your competitor’s Facebook page or brand into the search bar. The results will display every active ad they’re running across Facebook, Instagram, Messenger, and their partner networks.
Once you’ve accessed the list of your competitors’ ads, you can begin analyzing the ads they are running. This will give you a general sense of their ad creative, messaging, and potentially the type of audience they’re targeting based on the ad content itself.
See Ad Details for Deeper Insights
After identifying the ads your competitor is running, the next step is to dive into the ad details. This section won’t provide the exact audience breakdown (as that data is private), but you can gather clues about their targeting by studying the language, imagery, and tone of the ads.
What To Look For in Ad Details:
1. Creative Elements: What types of images, videos, or graphics are they using? Are they using user-generated content, product demonstrations, or testimonials? These choices give insight into the preferences of their target audience.
2. Call to Action (CTA): Look at the calls to action. Are they encouraging people to “Shop Now,” “Learn More,” or “Sign Up”? The CTA often reflects what stage of the customer journey the targeted audience is in.
3. Ad Copy and Tone: Is the ad copy formal, casual, or humorous? Are they using industry-specific jargon, or is it simplified? The tone of the messaging often aligns with the audience’s demographics and interests.
4. Language of Ads: If your competitor runs ads in multiple languages, it can indicate the regions or demographic groups they are targeting.
5. Ad Placement: Sometimes, you can infer ad placements by looking at how the ad is formatted. If the ad is optimized for Stories, it’s likely geared toward Instagram and Facebook users, particularly younger demographics who engage more with Stories.
While this level of detail won’t give you the exact targeting parameters, you’ll be able to gauge the type of people they’re trying to reach and what strategies seem to be working for them.
Checking Competitors’ Audience Directly
Meta’s Business Suite includes powerful tools for audience research and can provide you with a clearer picture of who is engaging with your competitors. By visiting the Audience Insights section within Meta Business Suite, you can analyze demographic and behavioral information related to Facebook users, including fans of your competitors.
How to Use Meta Business Suite’s Audience Insights:
1. Access Meta Business Suite: Log into your business Facebook account and head over to the Meta Business Suite. From there, navigate to the “Audience Insights” section.
2. Select the Potential Audience Page: This page gives you a breakdown of various audience insights, including the demographics, behaviors, and interests of Facebook users.
3. Filter for Competitive Intelligence: In Audience Insights, there is an option to filter data based on certain characteristics. You can use this to gather information on users who are following or engaging with your competitors. To do so, use the following filters:
- Interests: Look at the types of industries, companies, or professions that competitors’ fans are engaging with. This is useful for refining your own target audience.
- Demographics: Analyze data such as age, gender, education level, relationship status, and job roles. Competitors may be targeting certain lifestyle segments that you hadn’t considered.
- Location: Determine where your competitors’ audience is located. Geographic insights can help you identify untapped regions for your own campaigns.
By collecting this data, you’ll start to build a clearer profile of the audience your competitors are targeting. For example, if you notice that a competitor’s fans tend to be professionals in a specific industry or live in a particular region, you can adjust your own campaigns accordingly.
Use Ads Manager to Target Competitors’ Fans
One of the most direct ways to tap into your competitors’ target audience is by using Facebook Ads Manager to specifically target fans of other pages. This approach allows you to set up custom audience segments based on the aggregated data of your competitors’ pages. It won’t allow you to target individual users, but you can reach a large portion of their audience by tapping into shared interests and behaviors.
How to Target Competitors’ Fans with Facebook Ads Manager:
1. Go to Ads Manager: Log into your Meta Business Suite and access Ads Manager to create a new campaign.
2. Create an Audience Segment: In the Audience section of the Ad Set Page, scroll down to “Detailed Targeting.” This is where you can narrow down your audience based on various factors, such as demographics, behaviors, and interests.
3. Type in Your Competitors’ Pages: Under “Detailed Targeting,” enter the names of your competitors’ Facebook Pages or their website URLs. If they have a large following, Facebook will generate an audience segment based on users who have engaged with those pages.
4. Refine Your Targeting: Once you’ve identified an audience based on your competitors’ fans, you can refine it further by selecting additional criteria like location, interests, and demographics. This allows you to create a highly targeted ad campaign that reaches people who are already interested in similar products or services.
5. Measure Potential Reach: Facebook Ads Manager will show you the potential reach of your audience, including average daily reach and landing page views. If you’re targeting a well-known brand with a substantial following, this audience segment could be very large and highly relevant.
By using this approach, you’re effectively piggybacking off your competitors’ hard-earned audience data. This can help you attract an audience that is already primed to be interested in your offerings.
Full Step-by-Step Recap
Now that you’ve learned how to identify and analyze your competitors’ target audience on Facebook Ads, the next step is to incorporate these insights into your own campaigns. Here’s a step-by-step approach to make the most of this information:
1. Research Multiple Competitors: Don’t just focus on one competitor. Look at multiple players in your industry to get a broader understanding of audience preferences. This will give you a more comprehensive view of your market.
2. Build Lookalike Audiences: Once you’ve gathered data on your competitors’ target audience, use that information to create lookalike audiences in Facebook Ads Manager. This allows you to reach new users who have similar characteristics to your competitors’ audience.
3. Test and Optimize: A/B testing is key when experimenting with competitor-aware campaigns. Run different versions of your ads targeting different audience segments to see which performs best.
4. Monitor Competitor Campaigns Regularly: Competitor analysis isn’t a one-time task. Keep checking the Facebook Ad Library and Meta Business Suite’s Audience Insights regularly to stay updated on any changes in your competitors’ strategies.
5. Refine Your Own Targeting: As you gain more data from your campaigns, continually refine your own audience targeting. If you see a competitor targeting a new region or demographic that you hadn’t considered, be flexible and adjust your approach accordingly.
Conclusion
By leveraging tools like Facebook Ad Library, Meta Business Suite’s Audience Insights, and Facebook Ads Manager, you can gain a deeper understanding of who your competitors are targeting and how they’re structuring their campaigns. This knowledge will enable you to refine your own strategies, reach new audience segments, and ultimately drive better results for your business.
