So here’s a question for you.

I’m running a bunch of ads on Facebook, more out of curiosity than actually expecting success.  The Facebook Ad Manager Inerface is rudimentary, but fairly intuitive.  It has some definite limitations, but I’d expect it will start approaching par with AdSense this year.

But here’s the interesting part.

In one of my Ad Groups, I have about 2,500 impressions spread across 8 similar, but slightly different, ads.  I am offering $.45 CPC.  And in this group I have 0 clickthroughs. 

In my other Ad group, I took one of the ads and EXACTLY replicated it.  The only change I made was to boost the CPC to $.90.

Now, I expected that the $.90 CPC ad would get way more impressions from Facebook.  But what I didn’t expect, was that somehow it would generate a higher Clickthrough.  In, 1000 impressions my $.90 CPC ad generated 3 clicks.  While basically the same ad, generated 0 clicks in 2500 impressions when it is $.45 CPC.

I’ll follow up with more data on this later.  But my initial question is, "Why does a more expensive ad get a better Clickthrough, when the user doesn’t know how much I paid for it?"