Table 1.
Characteristics of campaign ads by Facebook advertising metrics (N=36)
| N | Reach | Cost | Unique clicks | UCTR | CUC | ||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Median | Z, p | Median | Z, p | Median | Z, p | Median | Z, p | Mean (SD) | F/t, p | ||
| Image type | 15.34, .002a | 2.40, .493 | 4.47, .215 | 6.41, .093 | 2.95, .047b | ||||||
| Single person | 10 | 13375 | 63.29 | 115 | .29 | .47 (.36) | |||||
| Social | 9 | 10232 | 54.25 | 70 | .18 | .66 (.25) | |||||
| Cigarette | 5 | 63553 | 67.21 | 263 | .25 | .25 (.16) | |||||
| Logo | 11 | 2527 | 9.06 | 20 | 1.14 | .57 (.25) | |||||
| Smoking Image | 11.96, .003c | 3.02, .221 | 3.52, .171 | 6.59, .037c | .63, .539 | ||||||
| Smoking | 21 | 21923 | 55.57 | 96 | .24 | .47 (.34) | |||||
| Non-smoking | 4 | 9822 | 62.30 | 119 | .98 | .60 (.15) | |||||
| Logo | 11 | 2527 | 9.06 | 20 | 1.14 | .57 (.25) | |||||
| Gender Image | 10.05, .018d | 7.14, .067 | 6.02, .111 | 7.22, .065 | 1.14, .346 | ||||||
| Neutral | 13 | 3366 | 20.29 | 33 | 1.12 | .54 (.25) | |||||
| Female | 8 | 12864 | 40.31 | 88 | .29 | .36 (.13) | |||||
| Male | 7 | 18649 | 31.01 | 42 | .18 | .63 (.30) | |||||
| Mixed | 8 | 39373 | 72.12 | 119 | .98 | .52 (.43) | |||||
| Text Messaging type | 2.21, .530 | .18, .979 | 1.02, .796 | 8.70, .034e | 1.45, .248 | ||||||
| General | 14 | 8445 | 45.34 | 88 | 1.18 | .48 (.30) | |||||
| Targeted messaging (a-priori) | 8 | 31890 | 54.57 | 83 | .17 | .55 (.25) | |||||
| Previously successful | 6 | 12669 | 38.40 | 113 | .43 | .35 (.14) | |||||
| Designed during campaign | 7 | 18135 | 26.36 | 42 | .30 | .67 (.39) | |||||
| Ad type | 12.95, .005f | 12.91, .005g | 10.46, .015h | 17.73, <.001i | .47, .707 | ||||||
| Standard | 21 | 18135 | 54.25 | 70 | .22 | .50 (.27) | |||||
| Newsfeed | 4 | 20757 | 152.59 | 604 | 2.64 | .54 (.61) | |||||
| Sponsored story | 6 | 4333 | 33.97 | 49 | 1.15 | .63 (.19) | |||||
| Promoted post | 4 | 27704 | 4.82 | 9 | 2.79 | .41 (.26) | |||||
| Ad timing | 105, .092 | 127, .340 | 129, .374 | 189, .324 | 1.51, .227 | ||||||
| First 3 weeks | 15 | 10433 | 54.57 | 96 | .57 | .61 (.25) | |||||
| Last 4 weeks | 21 | 9020 | 9.06 | 23 | .81 | .44 (.32) | |||||
| Ad placement | 2.35, .126 | .70, .402 | .25, .621 | 11.22, .001 | .43, .672 | ||||||
| Right side | 28 | 10433 | 49.84 | 55 | .30 | .52 (.26) | |||||
| Newsfeed | 8 | 4299 | 79.13 | 64 | 2.64 | .47 (.44) | |||||
| Linked to: | 5.65, .017 | .46, .496 | .33, .569 | 1.60, .206 | .29, .772 | ||||||
| Eligibility Page (Qualtrics) | 18 | 7515 | 36.43 | 55 | .85 | ||||||
| Facebook page | 18 | 31977 | 55.57 | 96 | .20 | .53 (.23) | |||||
| Audience | −.06 | .731 | −.13 | .446 | −.10 | .553 | −.19 | .269 | .50 (.37) | ||
Reach is defined as the number of unique users who saw an ad. UCTR=unique click-through rate; CUC=cost per unique click. Tests of group differences with two groups used Mann-Whitney U-test, and more than two-groups used Kruskal-Wallace one-way ANOVA for all variables except for CPUC (ANOVA/t-tests). Significant findings are in bold text.
Significant pairwise comparison: Cigarette vs. Logo
Significant pairwise comparisons: Cigarette vs. Logo; Cigarette vs. Social
Significant pairwise comparison: Smoking vs. Logo
Significant pairwise comparison: Neutral vs. Mixed
Significant pairwise comparison: General vs. Targeted messaging
Significant pairwise comparisons: Promoted posts vs. Standard
Significant pairwise comparison: Promoted posts, vs. Newsfeed; Standard vs. Newsfeed
Significant pairwise comparison: Promoted posts vs. Newsfeed
Significant pairwise comparison: Standard vs. Newsfeed