I have 2 Facebook ads - same content, different images. How is that one of my ads cost per website click is lower when it gets less clicks?

Ad 1 47 clicks at $0.26 per click Ad 2 13 clicks at $0.15 per click Any idea why this could be happening? Thank you!


Hi, there are a few different possibilities I’d look into, based on this limited information:

First, I’d double check that you set up the ad campaign so that you’re paying by CPC (and not CPM), and that you’re looking at website clicks specifically and not clicks overall (the latter includes, likes, comments, etc). Are the ads in the same ad set? Are they running at the exact same time? Against the same target? Facebook ads are priced on a bidding basis, and the number of advertisers you’re competing against may vary.

Second, consider the amount of text on the image: If you have more text on the image, Facebook warns that the cost of your campaign can be higher.

Finally, take a look at your relevance score: This is a score on a scale of 1 to 10 for how relevant Facebook thinks your ad will be to the targeted audience, and your cost will be higher if relevance is lower.

Get in touch if you want to dig into the details of your results together and plan an effective strategy for your next campaign!

Answered 8 years ago


I have been handling Facebook Advertising for close to 4 years and I am witness to similar scenarios on a daily basis. Hence, I believe I would be able to answer this question correctly.

Since I have limited information about your ads, I am assuming you are running both of these ads under the same ad set.

Ads in an ad set compete against each other for delivery. Facebook rotates all your ads until there is a clear winner.

Broadly speaking, this is the Facebook algorithm at work & will happen every time you have more than 1 ad under a single ad set. Even if you put 1001 ads in 1 ad set, there will be 1 ad that will outperform other ads & will be the only ad that Facebook shows to your target audience.

To understand the factors affecting different CPCs for ads, you can consider the following factors:
1. CTR of the ad
2. Engagement on the ads
3. Creative & Message on the ads and its relevance to your targeted audience.

For any follow-up questions, message me here.


Best of luck!

Answered 8 years ago

Hi, I am Ann, a business coach with lots of experience in the field of marketing.

In your case, I have only 1 explaination.
"Facebook has high responsibility for your success!"
This means that although Ad 2 has less clicks, the real quality of one click under ad 2 is not as good as that in ad 1.
For example, in the 2nd campaign, when your customers click on your web, they spend less time reading it. Hence, the ROI will be lower in Ad 1. Facebook knows that and charges less.

Hope you are happy with my answer.
If you have any question related to marketing and business strategies, Ann is here to help!

Have a nice day.

Answered 8 years ago

Do both of these ads live in the same ad set? If so, do they have an equal amount of impressions?

Answered 8 years ago

First off, Facebook's algorithm is auction-based, so there's no literal way to tell why something costs less than something else, even though they're completely identical, which is not your case.

In your case, If your CTR is higher on one of the images, that shows facebook that your audience is engaging so they're rewarding you by giving you a smaller cost per click. So that's why.


Answered 8 years ago

Hi! So there could be a few reasons why, however I would venture to say that Ad #2 more than likely has a higher relevance score than Ad #1. This would account for the difference that you saw in regards to the cost-per-click of each Ad.

If you'd like more info, Facebook explains Relevance Score and how it works in detail here:

Answered 7 years ago

Hi, this is normal to happen. I've been managing accounts for 7 years and you are always going to find these "weird" things.
Basically what is happening is that an image which is in one campaign got more clicks at the very beginning so then Facebook rewarded this image (under that specific campaign) making it cheaper and problably increasing the frecuency of the ad shown per user which is more likely to be clicked.
On the other side, the other image on the other campaign lost the "competiton" so Facebook penalized it with higher CPCs and probably with lower frequency ad per user thus, lowering the changes to get more clicks.

Basically you are cannibalizing and competing with yourself. I would recommend testing new images in order to continue undertanding which type of visual works best for you in order to get better CTRs and conversion rates.

Answered 7 years ago

There are a few possibilities here...

Assuming that the ads are in the same Ad Set and have the same audience, it's possible the lower CPC ad is performing better for your target audience -- they might be finding it more appealing. Usually, the CPC is lower if the Relevancy Score is higher (this isn't always the rule, but it tends to be true).

Over time, Facebook will pick the best performing ad in an Ad Set and start showing that one more.

What is the Click-Through Rate and what is your Reach? This might give you a better idea of what is going on...

However, you only have 60 clicks total. That's not a lot of data to make a decision just yet.

Hope that helps!

Answered 6 years ago

Calculating from those numbers, I've calculated a P value of 0.003, that's pretty statistically significant.

You'll need to make sure the only variable is the content.

If you've run the ad at different times, or to different audiences, you won't be able to find out why it was definitely, but you'll have a few ideas why it did so.

If you've run it as the image is the only variable, you have two possibilities:
1. You aren't optimising for website clicks
2. You've run that ad for a short period of time, and Facebook's only just optimised for one ad

Otherwise, any changes you've recently made to the audience would also throw this off, one ad creative can be cheaper for one audience but more expensive to another.

Hope that helps
Oliver English

Answered 6 years ago

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