A few people PMed me and ask to give a few tips how to get cheap clicks. My best advice would be: Target as narrow as you can. You won?t get awesome CTR with every niche, even targeted one, but you are far more likely to succeed if you do so. Fb is a bitch and sometimes they will fu*k you over and give you bad ad positions. If you truly believe you should get good CTR and low CPC and your CPM bidding didn?t work?. Try CPC! Bid high for the first 3-4 clicks to see if CTR is better than before. If it isn?t, stop and move on to another niche. BUT, if it is, immediately lower your bid on the lower end of suggested bid and see if you are still getting traffic. Your goal is to bid as low as possible? say.. 3 cents per click if you are OK with traffic volume? However, with CPC is almost impossible to get 1 penny clicks (it takes longer and CTR has to be insane ~1%). 2-3 pennies, maybe?. Use your daily limit wisely and don?t forget to pause ads after you submit them for review. I usually stay close to my PC, after I start running new campaign and check every few minutes, if traffic is already coming and how good CTR is. Let me give you a practical example: Here you see 2 of my ads, there is absolutely no difference between them (same pic, same title, same text, same LP, same targeting). The lower one was the winning ad for some time, using CPM strategy, but it slowly started dying (CTR dropped from 0,8% to 0,1%) Then I submitted the upper ad and used CPC bidding model. I first bided over the upper suggested bid. After I got a few clicks, I saw CTR was around 0,8%. Then I lowered my bid to 4 cents and left it running. It still works ? 3 days later CTR is stable around 0,5%. It won?t last for long, because I already reached all people from my targeted audience with the first CPM ad.... This strategy is a good example how you can turn a dying CPM ad into a winning CPC ad and squeeze the last cheap traffic out of it. It also brings up the WTF is going on question? As you can see, there are situations when Facebook doesn?t treat 2 of your same ads equally. My theory is that they give you different ad positions because it?s in their interest that people click on ads when you use CPC model. Of course FB will consider the competition (if there is any) and if they can still make more money with their ads, your move, switching dying CPM ad into CPC ad, probably won?t work.