Why should i pay more per click on facebook adds?

[john]

If i bid more per click will my add gain preference? Im only reaching out to a small segment of people in my small city Albany NY. Do i need to pay more for my add to be seen regularly? They say that this bid is a maximum, as well as my daily budget. Can i really expect to pay less than my quoted click price.
I'm starting a new business for LSAT instructions and i need help getting a customer base so i opened a facebook business page. Check it out here***** facebook.com/levineslsatlessons *****
Hopefully, when school starts up in a week business will pick up, but so far i havent had a customer. I've turned to facebook adds to help spread the word. Obviously this business targets a small segment of people, only pre-law students going into law school within the next two years in my mid sized city including 2 schools for a combined 15,000 students

[Hyrum Estrada]

I have ran several ppc ads with google and facebook. The more specific your target niche and the more relevant your content is to them, the less you are going to pay per click. With FB the least you can pay per click is 1 cent. So if you are going to market a skin product, and you are targeting men, then you will not have good results and you will end up paying more per click. But if you become specific in this ad, and say for example, target women over the age of 50 who live in the USA.. that is a lot more targeted and you will get more clicks and pay a lot less per click.