Earlier, marketers had to rely on guesswork to find out what ad recipes their competitors were running on Google. But with Google Ad Library, you now get a front-row seat to your competitor’s ad configurations.
Let’s explore how to find an ad on Google using the Ad Library. We’ll also discuss useful tips to help you use those insights to improve your ad campaigns on Google.
What is the Google Ad library?
The Google Ads Library is a platform where advertisers can view all running ads on Google and other Google products such as Youtube. This platform gives you all the ad information, including the format of ads, the location where it is displayed, and the time of the display
How to Find your Competitors’ Ads on Google?
First of all, make sure you don’t have an adblocker in your browser.
Follow the below steps to find your competitor’s ads on Google.
Start by searching some of your competitor’s name on Google.
Then when you see an ad from them, click on the ‘down arrow’ next to the ad.
Sometimes, if the black down arrow is not available, check for 3 dots next to the ad and click on it.
The following page will pop up.
Click on “See more ads by this advertiser“
You’ll then be taken to a page where you can see all the Google search ads your competitors are currently running.
You can filter the ad based on the 3 factors – Time, Location, and Format of ads. Formats include image, text, and video.
If you select “Video”, then you can see any/all YouTube ads that your competitors are running.
How to use the Google Ads Library?
Now that you’ve gotten an idea about how the ad library works, let’s explore in detail how to use this platform for your marketing objectives.
Keep an eye on your competitors
The Google Ad library gives you unhindered access to whatever your competitors are doing, including their ad type, copy and other specific details.
This can form part of your company’s competitive analysis by answering all the key questions you might have about your competitor’s strategy.
Are they using images or videos? Are they testing different versions of the same ad?
Acquiring this data about your competitors helps you understand their best practices as well as their mistakes. And through further analysis, you can identify the best strategy to employ for your ad campaigns.
Google Ads library provides you with multiple filters to sort your ads.
For starters, you can analyze based on the format of the ad of your competitor.
Another filter you can use to monitor your competitors’ ads is the date filter. Why does this matter? Because keeping your eye on the date will show you the competitive time frames to avoid when scheduling your campaigns.
For instance, you want to ensure you don’t launch a similar sales campaign while your competitor’s ad is still running. Don’t be surprised if your ad performs poorly when going head-to-head with a direct competitor.
The only exception should be seasonal promotions like New Year, Black Friday, and Halloween. Nevertheless, you should also use these filters to determine the successful strategies you can use for upcoming and ongoing campaigns.
Click on the specific ad you want to analyze
You can just view the ad details by clicking on it.
Although this process gives you info about only one ad, you can still use the data to improve your marketing campaign.
Analyze the messaging
After going through technical details like date and format, you need to switch your attention to the ad messaging.
- How are your competitors selling their products?
- What is their unique selling point?
- What delivery tone are they using?
When you pay attention to your competitor’s messaging, you can find inspiration for a far-reaching, coherent marketing campaign.
Check what your competitors are testing
A/B testing is more than just another marketing buzzword that advertisers throw around. If you want to create a successful marketing strategy on Google, you must check what works and what doesn’t.
Follow this strategy to find out what your competitors are testing:
- Filter the ads down to one primary competitor.
- Check out ads that use the same visuals but different messaging.
- Check out which ad iteration has better performance and higher spending.
How do these insights make your ads better?
Now that you know how to use Google Ad library, here are expert tips to help you improve your ads.
When viewing ads, pay extra attention to the visuals to get inspiration. Although keeping an eye on competitors within your niche is a great idea, you can draw inspiration from brands outside your industry.
For example, if you see a creative ad that targets a tangential audience, you can repurpose the idea for your own campaign. That way, you will stand out from other copycats in your niche.
Adopt a different approach
The best way to beat your competition is to stand out from them. Think about it; if you copy your competitors, you will end up with similar results — and you will never outperform them. So, only adopt their strong points for your campaign.
You should also capitalize on their mistakes. For instance, if your competition is not paying attention to a particular demo, this is your chance to swoop in with your products to capture that online market segment.
Create a strong messaging
We already mentioned the importance of analyzing the predominant messaging in successful ad campaigns. But you need to hone the messaging and tone of your ad copy to drive more clicks.
Google’s Ad Library will show you what your competitors are saying in their ads. From there, you can find out what works to help you craft your own unique messaging tailored to your brand’s online persona.
Always ask the following questions:
- Is the ad copy clear?
- Is it convincing enough?
- Will people click on it?
- Is the tone friendly or formal?
Once you’ve answered these questions, you can create coherent, relevant ad messaging. Make sure the CTAs are clear and relevant.
Keeping an eye on what your competitors are doing is an excellent way to give your business a competitive edge in the saturated Google ads space. With the help of the Google Ad Library, you can gather useful information to help you outperform your competitors. Don’t be afraid to be different and reach out to a broader audience outside your niche.