Facebook Ads: Hip? Hype? Or Huh?

3. Events: Haiyan disaster ads had a significantly higher ROI than the end-of-year ads, albeit to different audiences. The obvious conclusion is that disasters work well through Facebook as well as just about everywhere else. Could this reflect that Facebook donors are more event-triggered than institutional? We are guessing this is the case — especially based on the episodic manner in which most people use Facebook (or maybe that’s just us). It’s worth testing to see if other types of events or programmatic content can prove as successful.