hello guys, i'm just trying to use fb ads to promote my fan page (Fashion Seller). my first ad is targetted to women with age 18-40 and exclude some big city in my country. i use this ad for 4 days. and then today i changed the banner of the ads, and set the target age to 20-40 with same gender and still exclude some big city. the first ad, give me result like : reach : 5052, page like : 324, clicks 422, CTR 7.956%, avg price <1US$ (Optimized CPM) the second ad, i just run that for a couple hours, giving me result like : reach : 143, page like : 7, Clicks : 9, CTR 6%, avg price 2US$ (Optimized CPM) . as the difference between the ad 1 & 2 is the target age, and the 2nd banner has a "SALES QUOTE" in it. the others is same between ad 1 & 2. my question is, why my second ad is looks far more expensive ? what is the cause ? i'm using this ad to gain more likes to my fan page, is it correct to leave the bid automatically ? and set to CPM ? or should i use the CPC ? because i read the fb suggest to leave it to the default for optimized ad. thanks before.