Facebook tries hard to protect users’ experiences. One way they protect them is by PENALIZING you with a higher cost of advertising when the creative is not liked by your audience. They also REWARD you with a much lower cost of advertising when your creative is being liked. 
It’s a beautiful system that pushes you to consistently work on improving your CREATIVES. In the long run, it’s a win-win situation for both your brand and Facebook. You'll get more customers at a lower cost and Facebook will keep more people on their platform for a longer period of time. Enjoy the podcast!

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