$100K on Facebook Ads Could Go a Long Way

Kevin Bingle: “One common response to the news that a Kremlin-linked online operation in Russia bought $100,000 worth of Facebook ads during the 2016 election campaign has been that the money is a drop in the bucket relative to the more than $1 billion spent on ads during the cycle, or the $27 billion in revenue earned by Facebook last year.”

“But as one of a handful of Americans who managed the digital operations of a 2016 presidential campaign, I think $100,000 smartly spent on Facebook could have a much larger reach than you may realize. And more importantly, nobody — not the political pros, or the advertising gurus — truly knows how far a message spreads when Facebook is paid to promote it. The social network still contains many mysteries, even to those pouring millions into it.”

For members: Russian Facebook Ads Were a Rounding Error