Facebook Ads: Hip? Hype? Or Huh?
The social-media site is poised to play a more important role in your fundraising.
Top takeaways and recommendations
1. Facebook ad type: Desktop news feed “promoted posts” typically perform best for donations and other asks targeting conversions. Mobile news feed ads and Facebook “right rail” ads are secondary but perform well in selected situations.
2. Targeting: Getting your targeting right is key — and probably requires testing. CARE used Custom Audiences to target recent emergency donors during the Typhoon Haiyan campaign, and they performed extremely well. Overall, Custom Audiences — targeting existing supporters on your database — performed better than Lookalike model audiences, although some Lookalike segments performed well, too.
- Companies:
- Time Inc.
Related Content
Comments
