“I Ran Digital For A 2016 Presidential Campaign. Here’s What Russia Might Have Got For $100,000”

Kevin Bingle:

One common response to the news that a Kremlin-linked online operation in Russia bought $100,000 worth of Facebook ads during the 2016 election campaign has been that the money is a drop in the bucket relative to the more than $1 billion spent on ads during the cycle, or the $27 billion in revenue earned by Facebook last year.

But as one of a handful of Americans who managed the digital operations of a 2016 presidential campaign, I think $100,000 smartly spent on Facebook could have a much larger reach than you may realize. And more importantly, nobody — not the political pros, or the advertising gurus — truly knows how far a message spreads when Facebook is paid to promote it. The social network still contains many mysteries, even to those pouring millions into it.

What I do know, from managing the digital operations for Gov. John Kasich’s campaign, is how the game was played in 2016. So how much impact would $100,000 of advertising have on Facebook during the cycle? The short answer is…that completely depends on how large the targeted audience was, and how long the campaigns were running.

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