# Facebook

## Cost of ads: benchmarks

Reinstein, FB ads tied to fundraisers.

{% hint style="info" %}
Note: this information is subject to change; updated \~ Apr. 2022
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> 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’\
\
\&#xNAN;*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

Research advancement manager: [Michael Zoorob](https://www.linkedin.com/in/michaelzoorob/) 

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.\ <br>

## FB tips for charities/fundraisers

&#x20;28 Nov 2022, Zoroob:&#x20;

> Meta has just released a recorded series of videos ([Meta’s Nonprofit Advertising Education Series](https://www.facebook.com/gpa/on-demand-video-library)) 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.

> 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:
>
> [Advertising Basics](https://www.facebook.com/gpa/on-demand-video-library/advertising-basics): Get started with Meta advertising with our [Nonprofit Advertising page](https://socialimpact.facebook.com/ads/) today.&#x20;
>
> The session also features [On-Facebook Donation Ads](https://www.facebook.com/gpa/blog/on-facebook-donation-ads) that enable donation transactions within the Facebook app.
>
> [Creative Best Practices](https://www.facebook.com/gpa/on-demand-video-library/creative): Learn what great nonprofit creative can look like with best practices from Meta.
>
> Consider saving our [Creative Considerations guide](https://www.facebook.com/business/f/574895640526411) to learn more about the five key creative considerations that apply to cause-driven campaigns.
>
> [Measurement](https://www.facebook.com/gpa/on-demand-video-library/measurement): Introduce yourself to measurement best practices on Facebook and Instagram! Afterwards, explore split testing, lift measurement, and the experiments tool, on our [Advertising Measurement hub](https://www.facebook.com/gpa/resources/advertising/measuring-performance).&#x20;
>
> [Visit our website](https://www.facebook.com/gpa/best-practices/nonprofits) 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 "[On-Demand Video Library](https://www.facebook.com/gpa/on-demand-video-library)."

## Other links and issues

[facebook-meta-ads-interface](https://globalimpact.gitbook.io/untitled/marketing-and-testing-opportunities-tools-tips/collecting-data-trial-outcomes/facebook-meta-ads-interface "mention") (collecting data)

[facebook-split-testing-etc](https://globalimpact.gitbook.io/untitled/methodological-discussion/splits-randomization/facebook-split-testing-etc "mention")

[Facebook Fundraiser API   ](https://developers.facebook.com/docs/fundraiser-api/integrate#create_fundraiser)Seems particularly useful but access is limited; they hope to make it more generally available some thing like mid- spring 2023.