Facebook Ads: Hip? Hype? Or Huh?

And how about the return on investment?
CARE saw a three times immediate return on its investment from its Custom Audience and Lookalike model ads in the two weeks following Typhoon Haiyan. M+R indicates that some variations of the emergency campaign around Typhoon Haiyan had more than 1,000 percent immediate ROI in the first 24 hours of the campaign. In addition, many of the donations came from new or reactivated donors so the long-term ROI will likely be much greater.