Goal
To reverse-engineer your competitor’s Facebook Ads strategy
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SOP-087
Reverse engineer your competitor's Facebook Ads Strategy
Perform an in-depth analysis competitors’ Facebook Ads strategies. Uncover everything they're doing, from Ads, to Audiences and Landing Pages.
Type
SOPs · DOC
Execution time
~30 minutes
Last updated
19 July 2024
Who does this
The person responsible for Facebook Advertising
Ideal outcome
You have a standardized audit that shows you what your competitor is doing on Facebook
Why it matters
Your competitor (especially if he has been investing in ads for longer than you) might have optimized their Facebook Ads strategy throughout time, and he might have strategies in place that you might want to apply yourself
Key steps 24 steps
What is inside 27 headings
1 Check how important social media traffic is to your competitor’s strategy 4
- Head over to SimilarWeb
- Enter your competitor’s website on the search box above
- Scroll down to ‘Traffic Sources’ and check which % of your competitor’s traffic is driven by social media. Keep in mind that all social media traffic is aggregated here, organic and paid
- Now scroll down a bit further down to ‘Social Media Traffic’ and check the percentage of ‘Social’ traffic that comes specifically from Facebook:
2 List out every ad your competitor is running on Facebook 8
- Head over to Facebook’s Ad Library
- Search for your competitor’s Facebook Page:
- Click into the "About" tab, you’ll be able to learn how many people are managing/working on the competitor’s page and from which locations:
- Click on your competitor’s ad to see the landing pages they are using:
- Check the landing page URL, sometimes it contains information about your competitor’s campaigns (in UTM parameters or similar):
- Check the placements your competitor is using on its ads:
- Check if your competitor is using Dynamic Creative Ads:
- Check if your competitor is running political ads by clicking “Issues, Electoral or Political”
3 Summarize your findings into an Audit Report 12
- Importance of Facebook Traffic: How important is Facebook as a traffic source for them?
- Page Managers: How many people are managing their page? Where are they from?
- Ads Volume: How many ads are they currently running?
- Countries: How many countries are they currently targeting and which countries?
- Recurring CTAs: What do their ads promote at each stage of the funnel?
- Promotions: Do they run sales or promotions frequently? What do they offer?
- Content: Do they promote content on Facebook Ads? What kind of content?
- Split-Tests: Are they running obvious split-tests on their ads?
- Formats and Placements: Are they running ads specially designed for specific platforms? (e.g. Facebook, Instagram, Mobile, Desktop)
- Landing Pages: Which landing pages are they driving traffic to? Which ones are the most recurring?
- Creative Type: What kind of creatives do they typically use?
- Products: Which products are they promoting the most (if it’s multi-product)?
The document DOC
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It comes with the SOP Library.
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