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Facebook Ads: 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?
ML
ML
Matthew LaMontagne, Digital Marketing Strategy Consultant answered:

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: https://www.facebook.com/business/a/ads-relevance-score.

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