Facebook ads are widely used by political scientists for targeted survey recruitment, promising precision in reaching specific demographics. However, this new research reveals a stark reality: these ads frequently miss their intended targets. Using six surveys and 20 ad campaigns, the study demonstrates that targeting success rates range from just 23% to nearly 99%. Importantly, self-reported demographic groups and broader geographic areas showed higher accuracy in reaching desired audiences compared to specific location-based targets.
| Missing the Target? Using Surveys to Validate Social Media Ad Targeting was authored by Michael Sances. It was published by Cambridge in PSR&M in 2021. |
