Focusing solely on CPC is a mistake. Conversions are far more important IMO. As an example for using irrelevant images - sure cute cat pics are going to get cl

Focusing solely on CPC is a mistake. Conversions are far more important IMO. As an example for using irrelevant images - sure cute cat pics are going to get clicked way more resulting in a lower CPC but those are not going to convert. Same thing with the text on images. Without text on the image that explains what it is about, users might click more out of curiosity. Those are not going to convert well though. I would much rather have a lower CPL or lower cost per conversion over a lower CPC. To sum it up, the ending summary of "To have a successful Facebook ad:" should really be "Focus on what drives in the lowest cost per conversion and highest ROI"