Table 1.
Costs and estimated cost-effectiveness of the commercial online adverts.
| Advertising campaign | Cost per: | Estimated cost per additional quittera | ||
|
|
Advert click, leading to the MiQuit website | Short code obtained | MiQuit initiation |
|
| Google AdWords (spend £1077)b | £1.33 (n=812) | £8.90 (n=121) | £25.64 (n=42) | £741.04 |
| Facebook Ads (spend £1000) | £0.53 (n=1889) | £5.35 (n=187) | £23.81 (n=42) | £688.15 |
| Both campaigns (spend £2077)b | £0.77 (n=2701) | £6.74 (n=308) | £24.73 (n=84) | £714.74 |
aOn the basis of an incremental quit rate of 3.46% in the MiQuit randomized controlled trial (RCT) [20] (prolonged, validated abstinence).
bIncluding £75 credited free to our account by Google as a welcome offer.