A political-action committee focused on turning out Asian-American voters recently used Facebook Inc.’s advertising platform in what it expected would be a cost-effective way to boost its list of supporters and donors.
The AAPI Victory Fund was advised by its media-buying consultant that campaigns typically spend between $5 and $9 on Facebook ads to generate one email address. The group, however, soon changed its strategy after one Facebook push cost it about $279 per email sign-up.
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