competitor-ad-teardown

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English

🇨🇳

Translation

Chinese

Competitor Ad Teardown (Meta Ad Library)

竞争对手广告拆解（Meta Ad Library）

Analyze competitor paid social creatives via Appeeky Meta Ad Library integration. Produce a swipe file of patterns and hooks — not a copy-paste kit.

Research before you generate. The best first batch mirrors proven formats with your unique positioning.

通过 Appeeky Meta Ad Library 集成分析竞争对手的付费社交广告创意。产出一份包含模式与钩子的 swipe file——而不是复制粘贴工具包。

生成前先做研究。首批最佳方案应沿用已经验证有效的形式，同时融入你的独特定位。

Initial Assessment

初始评估

Read
```
app-ads-context.md
```
— your app, category, geo
Identify 1–3 competitors (direct + aspirational)
Confirm read-only Ad Library access (Appeeky API key; optional
```
X-Meta-Ad-Library-Token
```
)

阅读
```
app-ads-context.md
```
——了解你的应用、品类和目标地区
确定 1–3 个竞争对手（直接竞品 + 理想标杆）
确认拥有只读的 Ad Library 访问权限（Appeeky API key；可选的
```
X-Meta-Ad-Library-Token
```
）

What You Can Learn (and Cannot)

可以了解的内容（以及无法了解的内容）

Can learn	Cannot learn
Active creative formats	Exact spend / ROAS
Hook patterns and angles	Which ad "wins" internally
Long-running ads (proxy for profit)	Full funnel CVR
Platform mix (FB, IG, etc.)	Audience targeting details (limited)
CTA and copy structure	Proprietary assets to steal

Long-running active ads (30+ days) are the strongest signal — competitors rarely keep losers live.

可以了解	无法了解
正在投放的创意形式	确切广告消耗 / ROAS
钩子模式与广告角度	哪条广告在内部表现中“胜出”
长期投放的广告（盈利情况的代理信号）	完整漏斗 CVR
平台组合（FB、IG 等）	受众定向细节（信息有限）
CTA 和文案结构	可直接盗用的专有素材

长期投放的活跃广告（30 天以上）是最强信号——竞争对手很少会让失败素材继续投放。

Data Sources (Appeeky MCP)

数据源（Appeeky MCP）

Tool	Use when
`meta_app_ad_intelligence`	You have competitor App Store / Play ID
`meta_ads_search`	Keyword or brand name search
`meta_ads_page_ads`	You know Facebook Page ID

See appeeky-meta-ads.md.

工具	使用场景
`meta_app_ad_intelligence`	已知竞争对手的 App Store / Play ID
`meta_ads_search`	按关键词或品牌名称搜索
`meta_ads_page_ads`	已知 Facebook Page ID

参阅 appeeky-meta-ads.md。

Workflow

工作流

Step 1 — Identify Target

第 1 步——确定目标

Input	Example
Competitor app name	"Calm"
Apple App ID	`571800810`
Google package	`com.competitor.app`
Facebook Page ID	If known from prior search

Pull organic context from aso-skills

competitor-analysis

if available — aligns ASO vs paid positioning.

输入	示例
竞争对手应用名称	"Calm"
Apple App ID	`571800810`
Google package	`com.competitor.app`
Facebook Page ID	如果已通过先前搜索获知

如可用，从 aso-skills 的

competitor-analysis

获取自然搜索背景信息，以校准 ASO 与付费投放定位。

Step 2 — Fetch Ad Intelligence (by app)

第 2 步——获取广告情报（按应用）

Best starting point — resolves app → brand → Ad Library:

meta_app_ad_intelligence
  app_id: "571800810"
  platform: "apple"
  country: "us"
  status: "ACTIVE"
  media_type: "ALL"
  limit: 25

Google Play:

meta_app_ad_intelligence
  app_id: "com.competitor.app"
  platform: "google"
  country: "us"
  lang: "en"
  limit: 25

Override search terms if brand name differs from app title:

meta_app_ad_intelligence
  app_id: "571800810"
  platform: "apple"
  query: "Calm meditation sleep"

最佳起点——建立应用 → 品牌 → Ad Library 的映射：

meta_app_ad_intelligence
  app_id: "571800810"
  platform: "apple"
  country: "us"
  status: "ACTIVE"
  media_type: "ALL"
  limit: 25

Google Play：

meta_app_ad_intelligence
  app_id: "com.competitor.app"
  platform: "google"
  country: "us"
  lang: "en"
  limit: 25

如果品牌名称与应用标题不同，请覆盖搜索词：

meta_app_ad_intelligence
  app_id: "571800810"
  platform: "apple"
  query: "Calm meditation sleep"

Step 3 — Search by Keyword or Page

第 3 步——按关键词或主页搜索

Keyword search:

meta_ads_search
  query: "Calm meditation"
  countries: "US"
  status: "ACTIVE"
  media_type: "ALL"
  limit: 25

Page-specific:

meta_ads_page_ads
  page_id: "<facebook-page-id>"
  countries: "US"
  status: "ACTIVE"
  limit: 25

Paginate with

after

cursor if

limit

exhausted.

关键词搜索：

meta_ads_search
  query: "Calm meditation"
  countries: "US"
  status: "ACTIVE"
  media_type: "ALL"
  limit: 25

按主页查询：

meta_ads_page_ads
  page_id: "<facebook-page-id>"
  countries: "US"
  status: "ACTIVE"
  limit: 25

如果

limit

已用尽，请使用

after

游标进行分页。

Step 4 — Analyze Each Ad

第 4 步——分析每条广告

For top 10–15 ads (prioritize long-running + diverse formats):

Dimension	What to extract
Hook	First line of primary text / video opening
Format	Video / static / carousel / meme
Angle	Problem, social proof, offer, fear, aspiration
Visual	UGC, studio, screenshot, before/after
CTA	Install, Learn more, Sign up
Runtime	`ad_delivery_start_time` → today
Platforms	Facebook, Instagram, Messenger, Audience Network
Seasonality	Holiday, back-to-school, New Year

针对最关键的 10–15 条广告（优先选择投放时间长且形式多样的广告）：

维度	提取内容
钩子	主要文案的第一行 / 视频开场
形式	视频 / 静态图 / 轮播 / 梗图
角度	问题、社会证明、优惠、恐惧、理想愿景
视觉形式	UGC、棚拍、截图、前后对比
CTA	安装、了解更多、注册
投放时长	`ad_delivery_start_time` → 今天
平台	Facebook、Instagram、Messenger、Audience Network
季节性	节日、返校季、新年

Step 5 — Pattern Summary

第 5 步——总结模式

Cluster ads into 3–5 patterns. Count frequency.

将广告归入 3–5 种模式，并统计出现频率。

Step 6 — Translate to Your Variants

第 6 步——转化为你的变体

Map gaps to

ad-creative-variants

matrix — angles competitors don't use are opportunities.

将缺口映射到

ad-creative-variants

矩阵——竞争对手没有使用的角度就是机会。

Analysis Framework

分析框架

Hook Taxonomy

钩子分类

Type	Signal words	Example
Problem	"Tired of", "Still", "Can't"	"Still can't focus?"
Outcome	"Get", "Finally", "In X days"	"Sleep better in 7 nights"
Social proof	"Join", "million", "#1"	"Join 10M+ users"
Curiosity	"This", "Why", "Secret"	"This app fixed my mornings"
Identity	"For [persona]"	"For busy moms"
Offer	"Free", "Trial", "% off"	"7-day free trial"

类型	信号词	示例
问题	"受够了"、"仍然"、"无法"	"仍然无法专注？"
结果	"获得"、"终于"、"X 天后"	"7 晚睡得更好"
社会证明	"加入"、"百万"、"#1"	"加入 1000 万+ 用户"
好奇心	"这个"、"为什么"、"秘密"	"这款应用改善了我的早晨"
身份认同	"面向 [某类人群]"	"面向忙碌的妈妈"
优惠	"免费"、"试用"、"% 折扣"	"7 天免费试用"

Format Taxonomy

形式分类

Format	Scroll-stop mechanism	Your Appeeky preset mapping
UGC phone	Authenticity	`person_holding_phone` + `ugc`
Split problem/solution	Contrast	`problem_solution_split`
Testimonial quote	Trust	`creator_testimonial`
Clean product shot	Premium	`clean_app_store_mockup`
Video demo	Motion proof	`tiktok-creative-strategy` (not static API)

形式	吸引用户停留的机制	你的 Appeeky 预设映射
UGC 手机画面	真实性	`person_holding_phone` + `ugc`
问题/方案分屏	对比	`problem_solution_split`
用户评价引语	信任	`creator_testimonial`
简洁产品图	高端感	`clean_app_store_mockup`
视频演示	动态证明	`tiktok-creative-strategy` （非静态 API）

Longevity Scoring

投放时长评分

Days active	Interpretation
< 7	Testing — weak signal
7–30	Promising — watch
30–90	Likely working
90+	Core evergreen creative

投放天数	解读
< 7	测试中——弱信号
7–30	表现不错——继续观察
30–90	可能有效
90+	核心常青创意

REST API Equivalents

REST API 对等接口

bash

undefined

bash

undefined

App intelligence

GET /v1/apps/:id/ad-intelligence?platform=apple&country=us

Search

GET /v1/ads/meta/search?query=Calm&countries=US&status=ACTIVE

Page ads

GET /v1/ads/meta/pages/:pageId/ads?countries=US


Headers: `Authorization: Bearer <appeeky-key>`; optional `X-Meta-Ad-Library-Token`.

GET /v1/ads/meta/pages/:pageId/ads?countries=US


Headers：`Authorization: Bearer <appeeky-key>`；可选的 `X-Meta-Ad-Library-Token`。

Output Template

输出模板

markdown

undefined

markdown

undefined

Competitor Ad Teardown — [Competitor Name]

App ID: [id] | Platform: apple | Ads analyzed: N active Date: [date] | Geo filter: US

Executive Summary

[2–3 sentences: what they lean on, what's missing, your opportunity]

Top Patterns

1. [Pattern Name] — X of N ads

Format: Video / static / carousel
Angle: Problem / proof / offer
Typical hook: "..."
Why it works: [hypothesis]
Example library ID: [id]

Format: Video / static / carousel
Angle: Problem / proof / offer
Typical hook: "..."
Why it works: [hypothesis]
Example library ID: [id]

2. [Pattern Name] — X of N ads

...

Hook Swipe File

Hook (paraphrased)	Type	Format	Days live	Platforms
	Problem	Video	90+	IG, FB
	Social proof	Static	45	FB

Hook (paraphrased)	Type	Format	Days live	Platforms
	Problem	Video	90+	IG, FB
	Social proof	Static	45	FB

Visual Patterns

Dominant: [UGC / studio / screenshot]
On-image text: [heavy / minimal]
Brand colors: [notes]

Dominant: [UGC / studio / screenshot]
On-image text: [heavy / minimal]
Brand colors: [notes]

Platform Mix

Platform	% of ads
Instagram
Facebook
Audience Network

Platform	% of ads
Instagram
Facebook
Audience Network

Gaps & Opportunities

Angles they avoid: [list]
Formats underused: [e.g. before/after]
Weak CTAs to beat: [generic "Learn more"]
Geo gaps: [EU vs US creative differences]

Angles they avoid: [list]
Formats underused: [e.g. before/after]
Weak CTAs to beat: [generic "Learn more"]
Geo gaps: [EU vs US creative differences]

Recommended Variants for Us

→ Run

ad-creative-variants

with:

Variant	Angle (inspired by, not copied)	Style / Preset
A	[your problem hook]	problem_solution / split
B	[your UGC angle]	ugc / person_holding_phone
C	[gap they miss]	professional / mockup

→ Run

ad-creative-variants

with:

Variant	Angle (inspired by, not copied)	Style / Preset
A	[your problem hook]	problem_solution / split
B	[your UGC angle]	ugc / person_holding_phone
C	[gap they miss]	professional / mockup

Ethical Use Reminder

Inspire format and structure — never copy exact copy/visuals
Do not present competitor ads as your own

undefined

Inspire format and structure — never copy exact copy/visuals
Do not present competitor ads as your own

undefined

Multi-Competitor Comparison

多竞争对手对比

When analyzing 2–3 competitors:

Pattern	Comp A	Comp B	Comp C	You
UGC video	✅ Heavy	⚠️ Some	❌ None	?
Before/after	❌	✅ Heavy	❌	Opportunity
Free trial CTA	✅	✅	⚠️	Match

模式	竞品 A	竞品 B	竞品 C	你
UGC 视频	✅ 大量	⚠️ 少量	❌ 无	?
前后对比	❌	✅ 大量	❌	机会
免费试用 CTA	✅	✅	⚠️	匹配

TikTok Competitor Research (manual)

TikTok 竞争对手研究（手动）

No TikTok Ad Library API in Appeeky yet:

TikTok Creative Center → Top Ads by industry
Search
```
#[competitor]
```
and
```
"[competitor] ad"
```
on TikTok
Document in same teardown template under TikTok appendix
Feed hooks into
```
tiktok-creative-strategy
```

Appeeky 目前尚无 TikTok Ad Library API：

TikTok Creative Center → Top Ads by industry（按行业查看热门广告）
在 TikTok 上搜索
```
#[competitor]
```
和
```
"[competitor] ad"
```
使用相同的拆解模板记录内容，放在 TikTok 附录下
将发现的钩子输入
```
tiktok-creative-strategy
```

Benchmarks (category signals)

基准（品类信号）

Signal	Saturated market	Open opportunity
Same hook in 80%+ ads	Parity required + differentiation
Video dominance	Need video channel (TikTok/Meta video)	Static may still work if others ignore
No static ads		Static 1024 via `meta-ad-creative`
Heavy offer ads	Trial/price in your copy	Brand/outcome angle unused

信号	饱和市场	开放机会
80% 以上广告使用相同钩子	需要保持同等水平并突出差异化
视频占主导	需要视频渠道（TikTok/Meta 视频）	如果其他竞争对手忽略静态广告，静态形式仍可能有效
没有静态广告		通过 `meta-ad-creative` 使用 1024 尺寸静态广告
大量优惠类广告	在文案中加入试用/价格信息	品牌/结果角度尚未使用

Common Mistakes

常见错误

Mistake	Fix
Copying hooks verbatim	Paraphrase; adapt to your listing
Analyzing inactive ads only	Filter `status: ACTIVE`
One competitor only	Compare 2–3 for pattern confidence
Ignoring ad age	Weight long-running ads higher
Research without action	Always output variant recommendations
Skipping your own listing	Generate only after teardown → variants plan

错误	修复方法
逐字复制钩子	进行改写，并适配你的 listing
只分析已停用的广告	筛选 `status: ACTIVE`
只分析一个竞争对手	对比 2–3 个竞争对手，以提高模式可信度
忽略广告投放时长	更重视长期投放的广告
只做研究，没有行动建议	始终输出变体建议
跳过自己的 listing	仅在完成拆解 → 变体规划后生成

Ethical & Legal Use

道德与法律使用规范

Inspire, don't infringe — formats and categories are fair game; assets and exact copy are not
Paraphrase all hooks in swipe file
Use competitor ads for internal strategy only
When showing user examples, label clearly as competitor ad with source

借鉴灵感，但不要侵权——可以参考形式和品类；不可照搬素材和原文
对 swipe file 中的所有钩子进行改写
竞争对手广告仅用于内部策略
向用户展示示例时，应明确标注为竞争对手广告并注明来源

Pre-Teardown Checklist

拆解前检查清单

- [ ] Competitor app IDs confirmed
- [ ] Geo filter matches your launch market
- [ ] meta_app_ad_intelligence or search returned results
- [ ] 10+ ads analyzed (or documented if fewer exist)
- [ ] Patterns counted and ranked
- [ ] Variant recommendations mapped to ad-creative-variants
- [ ] Ethical use note included in output

- [ ] Competitor app IDs confirmed
- [ ] Geo filter matches your launch market
- [ ] meta_app_ad_intelligence or search returned results
- [ ] 10+ ads analyzed (or documented if fewer exist)
- [ ] Patterns counted and ranked
- [ ] Variant recommendations mapped to ad-creative-variants
- [ ] Ethical use note included in output

competitor-ad-teardown

Original

Translation

Competitor Ad Teardown (Meta Ad Library)

竞争对手广告拆解（Meta Ad Library）

Initial Assessment

初始评估

What You Can Learn (and Cannot)

可以了解的内容（以及无法了解的内容）

Data Sources (Appeeky MCP)

数据源（Appeeky MCP）

Workflow

工作流

Step 1 — Identify Target

第 1 步——确定目标

Step 2 — Fetch Ad Intelligence (by app)

第 2 步——获取广告情报（按应用）

Step 3 — Search by Keyword or Page

第 3 步——按关键词或主页搜索

Step 4 — Analyze Each Ad

第 4 步——分析每条广告

Step 5 — Pattern Summary

第 5 步——总结模式

Step 6 — Translate to Your Variants

第 6 步——转化为你的变体

Analysis Framework

分析框架

Hook Taxonomy

钩子分类

Format Taxonomy

形式分类

Longevity Scoring

投放时长评分

REST API Equivalents

REST API 对等接口

App intelligence

App intelligence

Search

Search

Page ads

Page ads

Output Template

输出模板

Competitor Ad Teardown — [Competitor Name]

Competitor Ad Teardown — [Competitor Name]

Executive Summary

Executive Summary

Top Patterns

Top Patterns

1. [Pattern Name] — X of N ads

1. [Pattern Name] — X of N ads

2. [Pattern Name] — X of N ads

2. [Pattern Name] — X of N ads

Hook Swipe File

Hook Swipe File

Visual Patterns

Visual Patterns

Platform Mix

Platform Mix

Gaps & Opportunities

Gaps & Opportunities

Recommended Variants for Us

Recommended Variants for Us

Ethical Use Reminder

Ethical Use Reminder

Multi-Competitor Comparison

多竞争对手对比

TikTok Competitor Research (manual)

TikTok 竞争对手研究（手动）

Benchmarks (category signals)

基准（品类信号）

Common Mistakes

常见错误

Ethical & Legal Use

道德与法律使用规范

Pre-Teardown Checklist

拆解前检查清单

Related Skills

相关 Skills