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Census advertising on Facebook

The following details the results of recent advertising on Facebook to promote resident responses to the 2020 Census.

 

Municipality “A”

This campaign was based on reach (the number of times the ad was shown to Facebook and Instagram users). The campaign duration was between the dates 5/21/20-7/10/20.

REACH:

The reach of the ad was 11,636. "Reach" indicates the number of people who saw the ad at least once.  "Reach" is different from "impressions", which may include multiple views of the ad by the same people. (NOTE: This metric is estimated.)

Total Paid to Facebook: $317.51*

Cost per 1,000 People Reached: $27.29

GENDER AND AGE DISTRIBUTION:

Gender Distribution:

Reach – Women: 5,972

Reach – Men: 5,604

Remainder are of unknown gender.

Age Distribution:

18-24: 1,468 reached

25-34: 3,752 reached

35-44: 2,448 reached

45-54: 1,712 reached

55-46: 1,260 reached

65+: 996 reached

 

Municipality “B”

This campaign is based on link click-throughs, and is ongoing as of 8/11/20.

LINK CLICKS:

The current campaign began running shortly before midnight on 7/29/20. So in roughly 13 days, as of approximately 11:35 p.m. on 8/10/20, there have been a total of 360 link clicks; i.e., clicks on the ad that sent the visitor through to the Census website.

Total Paid to Facebook: $692.64*

Cost per Link Click: $1.92

REACH:

The reach of the ad is currently 7,071.

GENDER AND AGE DISTRIBUTION:

Gender Distribution:

Link Clicks by Women: 234

Link Clicks by Men: 124

Remainder of clicks are of unknown gender.

Reach – Women: 4,126

Reach – Men: 2,896

Remainder of reach are of unknown gender.

Age Distribution:

18-24: 1,154 reached, 77 link clicks

25-34: 1,756 reached, 98 link clicks

35-44: 1,230 reached, 44 link clicks

45-54: 1,162 reached, 43 link clicks

55-46: 982 reached, 38 link clicks

65+: 786 reached, 60 link clicks

 

*Costs shown do not include fees for AirGov's services.

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