Understanding Facebook Ads: Pros and Cons

I recently did some A/B testing work¬†through the Facebook advertising platform, and gave a quick presentation on the pros and cons of the platform. Here’s a summary.

PRO

  • Microtargeting
  • Optimization
  • Inexpensive, low ceilings
  • Demonstrated to work at scale, sophisticated distribution

CON

  • Click bots
  • Opaque

To clarify my perspective on the platform, some background on the work we did:

We ran some A/B tests through the platform targeting a specific¬†population, evaluating different levels of resulting engagement for statistical significance. I assure you, nothing fancy. Continue reading “Understanding Facebook Ads: Pros and Cons”

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