Scoop: An internal white paper at Facebook shows in detail how Trump's campaign was better at leveraging Facebook's advertising tools than Clinton's campaign. bloomberg.com/news/articles/…
Trump ran 5.9 million different versions of ads during the presidential campaign and rapidly tested them to spread those that generated the most Facebook engagement, according to the paper. Clinton ran 66,000 different kinds of ads in the same period.
28% of Trump’s ad spending was tied to third-party data files on voters, and leveraged a FB tool that helped the campaign show ads to lookalike audiences. Clinton’s ads aimed for broader audiences, with only 4 percent of her Facebook spend on the lookalike tool.
84 percent of Trump’s budget asked people on Facebook to take an action, like donating, compared with 56 percent of Clinton’s.
“Both campaigns spent heavily on Facebook between June and November of 2016,” according to paper, citing revenue of $44M for Trump and $28M for Clinton. “But Trump’s FB campaigns were more complex than Clinton’s and better leveraged FB's ability to optimize for outcomes.”
