Answer by Catalin Matei: 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?

Questions

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!

Catalin Matei Business, Marketing & Social Media.

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.

Cheers

Answered 8 years ago