Competitor ad analysis
Run length first, then the hook, then the offer, then the landing page. Copy the structure. Do not copy the words.
Competitor advertising that has been live for months is a competitor ad that survived. A new ad tells you what they are trying. A long-running ad tells you what they kept paying for. That is the whole filter. Competition ads launched yesterday are a hypothesis. Competitors advertising the same offer for a year is a result.
Read four things and stop. The hook: the first line or the first three seconds. The angle: the argument, which is usually one of price, pain, proof or identity. The offer: what they ask the reader to do. The destination: the page, and whether it repeats the hook. Competitor advertising analysis that skips the page misses the congruency. An ad that promises a trial and lands on a pricing grid is a different ad from one that lands on the trial.
What to copy is the structure: this audience, this stage, this kind of proof. What to leave is the sentence. Their line was written for their product. The ads library is where the long-running ads are. Creative analytics is the same read on your own account.
Related
Questions
What is a competitor ad?
An ad a rival is running, read for the argument, the offer and the page it opens, not for the pixels. Run length is the signal that they kept spending on it.
How do you do competitor advertising analysis?
Sort by how long the ads have run. Break the longest ones into hook, angle, offer and landing page. Brief your own version of the structure. Do not paste their copy.
Where do I see competitor ads?
The public ad libraries. Sprites keeps a researched set in the ads library, with hooks and run lengths, so you are not starting from a blank search.