What it was for: Josephs ran four different advertisements in 2009 from Oct. 15 through Nov. 6 to let people know how to apply to be in the Diamond Dash scavenger hunt.

Whom it targeted: All four ads were aimed at individuals 18 years of age or older who lived within 50 miles of Des Moines. One ad, which had the most impressions and clicks as well as the highest click-through rate, also specifically targeted people listed as being in a relationship, engaged or married.

How it performed:
• Total number of clicks: 2,693
• Total number of impressions: 4,643,955
• Total spent: $1,735.90
• Cost per click: $0.65
• Cost per thousand impressions (CPM): $0.37 (Flynn Wright estimates the CPM on most online placements in Des Moines to be $12).

Effectiveness: 18% awareness – total registrations as a result of the Facebook ad