💡
EA market testing (public)
  • Introduction/overview
    • Introduction & explanation
    • 👋Meet the team
    • 📕Content overview
    • Progress/goals (early 2023)
      • EAMT progress & results
      • Goals, trajectory, FAQs
  • 🤝Partners, contexts, trials
    • Introduction
    • Giving What We Can
      • Pledge page (options trial)
      • Giving guides - Facebook
      • Message Test (Feb 2022)
      • YouTube Remarketing
    • One For the World (OftW)
      • Pre-giving-tues. email A/B
        • Preregistration: OftW pre-GT
    • The Life You Can Save (TLYCS)
      • Advisor signup (Portland)
    • Fundraisers & impact info.
      • ICRC - quick overview
      • CRS/DV: overview
      • 📖Posts and writings
    • University/city groups
    • Workplaces/orgs
    • Other partners
    • Related/relevant projects/orgs
  • 🪧Marketing & testing: opportunities, tools, tips
    • Testing Contexts: Overview
    • Implementing ads, messages, designs
      • Doing and funding ads
      • Video ads/Best-practice guidelines
      • Facebook
      • Targeted ad on FB, with variations: setup
    • Collecting outcome data
      • Facebook ads interface
        • Pivot tables
      • Google analytics interface
      • Google A/B, optimize interface
      • Reconciling FB/GA reports
      • Survey/marketing platforms
    • Trial reporting template
  • 🎨Research Design, methodology
    • Methods: Overview, resources
    • "Qualitative" design issues
    • Real-world assignment & inference
      • Geographic segmentation/blocked randomization
      • Difference in difference/'Time-based methods'
      • Facebook split-testing issues
    • Simple quant design issues
    • Adaptive design/sampling, reinforcement learning
    • 'Observational' studies: issues
    • Analysis: Statistical approaches
  • 🧮Profiling and segmentation project
    • Introduction, scoping work
    • Existing work/data
      • Surveys/Predicting EA interest
      • Awareness: RP, etc.
      • Kagan and Fitz survey
      • Longtermism attitudes/profiling
      • Animal welfare attitudes: profiling/surveying
      • Other data
    • Fehr/SOEP analysis... followup
      • Followup with Thomas Ptashnik
    • Further approaches in progress
      • Profiling 'existing traffic'
  • 📋(In)effective Altruistic choices: Review of theory and evidence
    • Introduction...
    • The challenge: drivers of effective/ineffective giving
      • How little we know...
    • Models, theories, psych. norms
    • Tools and trials: overview
      • Tools/interventions: principles
      • Outcomes: Effective gift/consider impact)
        • (Effectiveness information and its presentation)
        • (Outcome: Pledge, give substantially (& effectively))
          • (Moral duty (of well-off))
        • Give if you win/ conditional pledge
      • Academic Paper Ideas
  • Appendix
    • How this 'gitbook' works
      • Other tech
    • Literature: animal advocacy messaging
    • Charity ratings, rankings, messages
    • "A large-scale online experiment" (participants-aware)
  • Innovationsinfundraising.org
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On this page
  • Cost of ads: benchmarks
  • Meta allies
  • FB tips for charities/fundraisers
  • Other links and issues

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  1. Marketing & testing: opportunities, tools, tips
  2. Implementing ads, messages, designs

Facebook

Cost of ads: benchmarks

Reinstein, FB ads tied to fundraisers.

Note: this information is subject to change; updated ~ Apr. 2022

My costs have been:\

  • about $0.01 per impression

  • about $0.50 - $1.20 per click

Targeting at Universities ... Facebook's estimates

The estimated cost per impression (?‘reach’) and per click varies with the targeted audience. In general, narrower is estimated to be more costly. I think this is about ‘a larger audience allows FB to serve the ads to a larger number of people who tend to be click-happy’ Some data points:

  • For Oxford, ‘In College’, living in the UK: They claim we will get 4-18 clicks per day for $50 per day over 2 days (29 Mar 2022 check on FB ads manager)

  • If I put in Birmingham instead I get a fairly similar figure.

  • If I remove the only-one-university narrowing, it gets cheaper. They claim I’ll be able to get 86-250 clicks per day for the same cost …

Meta allies

EA groups (employees) within Meta

If you run a lot of ads FB will assign you external consultant helpers. They are somewhat helpful, but they don't seem to know everything.

FB tips for charities/fundraisers

28 Nov 2022, Zoroob:

The three-part series of virtual webinars provides nonprofits with advertising training and best practices around how to use Meta technologies to further their missions:

Other links and issues

Facebook ads interface (collecting data)

Facebook split-testing issues

PreviousVideo ads/Best-practice guidelinesNextTargeted ad on FB, with variations: setup

Last updated 2 years ago

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Research advancement manager:

Meta has just released a recorded series of videos () to help non-profit organizations meet their year-end fundraising goals. Some of these materials may also be helpful for researchers using Meta ads (e.g., materials on designing effective ad creatives), so I am passing the info along. Blurb below.

: Get started with Meta advertising with our today.

The session also features that enable donation transactions within the Facebook app.

: Learn what great nonprofit creative can look like with best practices from Meta.

Consider saving our to learn more about the five key creative considerations that apply to cause-driven campaigns.

: Introduce yourself to measurement best practices on Facebook and Instagram! Afterwards, explore split testing, lift measurement, and the experiments tool, on our .

to view resources to help your organization drive more positive change, and do more good.

These and other videos for non-profit advertisers can be found on the "."

Seems particularly useful but access is limited; they hope to make it more generally available some thing like mid- spring 2023.

🪧
Michael Zoorob
Meta’s Nonprofit Advertising Education Series
Advertising Basics
Nonprofit Advertising page
On-Facebook Donation Ads
Creative Best Practices
Creative Considerations guide
Measurement
Advertising Measurement hub
Visit our website
On-Demand Video Library
Facebook Fundraiser API