FB Advertising reach algorithm?

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I've put out a variety of different ads using "Clicks to Website" and "Page Likes." Their success has varied WILDLY for reasons I can't figure out.

Some of them get a 2.7% click through rate and get shown to 20,000 people per $1, whereas a similar post with similar target market could get only 1,000 reach / $1.

The second is getting a great engagement rate, it's not getting any dislikes or being hidden, why is the reach so low? What other factors does Facebook use? At the moment it seems completely random.
#advertising #algorithm #facebook #facebook ad #reach

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