This is what I think. I am not sure of the exact reason for that. There could be some factors that affect facebook's suggested bid. We can use a standard example. Estimated Reach 28,860 people who live in the United States age 18 and older who like #Victoria Beckham My Facebook Suggested Bid [CPC]: 4.51 - 9.12 USD Results gotten at 08:00 GMT Hope you guys can come on over to report the suggested bid for the standard example above. Do include whether your account is based in the US and any other details you think are relevant. I know Facebook's suggested bids are rather useless but it seems to be affecting my real CPC.