Facebook: $6 to find one client that applies instantly.
Facebook is our top driver of traffic. It allows us to meet clients where they are in the digital age: their Facebook Feed. It also allows for refined and programmatic engagement with clients, meaning that algorithms serve our ads to eligible families on whatever platform they’re using affiliated with Facebook (Facebook feeds, Instagram, Facebook Messenger stories etc.), we can track every conversion from eligible screens, to applications, to ultimate approvals. We can also learn about our audience demographics. Check out some insights from Facebook ads in California for those of you trying to reach Seniors:
- 18% of people who completed our screener and were referred by Facebook were age 55+
- Of our site users, 25% of those between 55-64 came from Facebook, and 26% of those ages 65+ came from Facebook (As a data point, our California screener receives more than 80,000 visitors a month)
- In our September campaigns engaging likely eligible clients in California, 27% of total eligible screeners were completed by seniors aged 55-65+
When working with state and philanthropic partners, Facebook has also been our most cost-effective outreach tactic to-date. This one Facebook ad campaign was targeted toward likely-eligible individuals on Facebook.
The cost per SNAP-eligible screener from the ad was only $6 in 1 state, and it led to an estimated 180 applications. So for a return on investment, $3,500 spent on Facebook unlocks $123,120 in annual SNAP benefits. So let us know if you are curious to give Facebook a try.
