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Catalin Matei Business, Marketing & Social Media.

Founded Increase Media (personal marketing agency) and Dancesportlife (#1 community for ballroom dancers - 200k+) Personally helped companies create and refine their brand strategy, marketing strategy, social media strategy and ads strategy.

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Really amazing insights on this quick call. Highly recommend you get on a call with Catalin to discuss all things digital strategy at scale.

Source: Clarity Ian Nagy Aug 24, 2021
Catalin Matei, Business, Marketing & Social Media. answered:

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.

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