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Giving guides - Facebook
Along with GWWC, we tested marketing and messaging themes on Facebook in their Effective Giving Guide Facebook Lead campaigns. Across four trials we compared the effectiveness of different types of (1) messages, (2) videos, and (3) targeted audiences.
Context: Facebook ads on a range of audiences
Objective: Test distinct approaches to messaging, aiming to get people to download our Giving Guide. A key comparison: "Charity research facts" vs. "cause focus".
Also informative about costs and the 'value of targeting different groups' in this context.
- The cost of an email address via a Facebook campaign during Giving Season was as low as $8.00 across campaigns.
- “Only 3% of people give effectively,” seems to be an effective message for generating link clicks and email addresses, relative to the other messages.
- Lookalike and animal rights audiences seem to be the most promising audiences.
- Demographics are not very predictive on a per-$ basis.
Specificity and interpretation: All comparisons are not for 'audiences of similar composition' but for 'the best audience Facebook could find to show the ads, within each group, according to its algorithm'. Thus, differences in performance may combine 'better targeting' with 'better performance on the targeted group'. See our discussion of the 'divergent delivery' problem HERE. I.e., we can make statements about "what works better on Facebook in this context and maybe similar contexts", but not about "which audience, as defined, is more receptive", as the targeting within each audience may differ in unobserved ways.
The outcome is 'click to download the giving guide'.