Facebook Ad CTR dropping FAST

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I've been running Facebook ads for over 2 years, and feel I'm quite good at it.
However, one thing I always notice is that the CTRs start out very high for the first few days, then it drops. This happens even when I target a large group (200K people), and the frequency is at 1.
Why does this happen? How can this be improved?
My new ads often leads to a lot of website clicks and conversions, but then it all stops..
#ctr #dropping #facebook #fast

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