FACEBOOK ADS QUESTION

Yesterday I played a little bit with facebook ads & my PPC ads didn't get any impressions at the beginning as facebook has not yet collected enough performance data.

So I though in order to speed up the process I pay for impressions instead of clicks. It worked pretty well and I quickly got a good relevance score.

When I wanted to change it back to to pay per click instead of impressions, the estimated daily reach decreased by almost 1/3 although my daily budget has not changed.

Pay Per Click at $10 Daily Ad Spend: 1300 - 4000 estimated daily reach

Pay Per Impressions at $10 Daily Ad Spend: 7800-12000

Why is that?

What is the benefit of paying for clicks instead of impressions if I get less impressions?

When you're paying per click they will show your current ads to people more likely to click them, maybe with your current targeting the people you're trying to reach have a good amount of competitors biding high on them, do you've set a manual bid? also try pushing it to a different audience with other targets to see if it changes, bare in mind that for a given audience, you're not competing only with other advertisers who choose the same targeting options as you, if this personas from your audience are also interested for example in "iphones" and another advertiser is bididng for this audience you'll be competing with him even if your target is "trees", you're all competing for the ad space in this unique personas.

thank you for the information