We were just given access to a new feature being added to the SEMrush tool suite. Being one of my favourite tools to use for keyword research and Google Adwords competitor insights I was very interested to see that the new feature they have developed is focussed on Facebook Ads insights and intelligence.
Everyone you ask about Facebook adverts has a different opinion about their effectiveness. I have seen many cases where Facebook Ad campaigns have completely flopped but I have also seen some massive successes in smart use of the Ad targeting Facebook offers. Like anything, lots will depend on the nature of your business, what you are promoting and how that might lend itself to such an Ad campaign but a massive determining factor in Facebook advertising is in creativity of campaigns, targeting mechanisms, advert images and advert descriptions.
Advertising on Facebook is very different from targeting keyword on Google Adwords (search). It has more similarities to placing ads via the Google content network but with far more targeting capabilities based on user profile information. Intent and motivation are key factors in Facebook Advertising. The users seeing your Ads on Facebook have not just searched for a specified keyword on a search engine – they are a passive audience and as such your Ad needs to catch their attention and draw them in. This can often require softer messaging, and a more creative approach to Ad content.
So what does the new SEMrush tool have to offer in this area? With all of the possibilities of Facebook advertising the new tool from SEMrush seems to offer some great reports and insights into how others are using Facebooks Ads. It looks like a great way to check out how competitors are using the Ad platforms as well as getting some best practic and creative tips by checking out how some of the big advertisers are using Facebook Ad platform.
So let’s look at some of the key reports available
Ads by domain – (checking www.samsung.com as an example)
Report below shows the number of advertisements being run which link to this domain. Also shows the number of days they have been seen on Facebook as well as the weekly, monthly and 3 monthly impressions count. The Geotargeting gives you a global picture of how all these Ads have been targeted towards certain geographies.
(click to view full size image)
Ads by keyword
Ad by keywords is an interesting function which seems to pull out all of the Ads which are using the specified keyword within the Ad title or the description. It lists the Ads total number of impressions and the filter allows you to sort it by week, month or 3 month time span. (example below uses the keyword ‘Digital Marketing’)
Clicking on any of the ads will give you info on: first seen, last seen and number of days seen, as well as number of impressions the Ad has had and the number of unique impressions it has had. It also shows you how the advert has been targeted at different geographies. Examples below