Table 3.

Facebook and Instagram advertising cost by target group^a.

			Total cost (US $)		Number of days open		Number of reaches		Cost per reach (US $)		Cost for recruitment (US $)
Gender
	Male	15,043.61		724		237,384		0.06		16.48
	Female	11,528.01		562		380,543		0.03		7.00
Region
	West	4663.43		189		101,435		0.05		7.39
	Southwest	5468.43		123		139,590		0.04		16.28
	Midwest	6062.16		238		139,880		0.04		13.53
	Southeast	5643.79		396		126,643		0.04		9.53
	Northeast	4733.81		340		110,379		0.04		8.57
Urbanicity
	Rural	14,588.29		625		200,385		0.07		28.89
	Urban	11,983.33		661		417,542		0.03		5.83

^aFacebook Ads Manager allows targeting by zip code and gender but not by other demographic characteristics.