Upon first glance, you can clearly see that the cost of the ad is is the cheapest at less than a penny per click.  That looks good and it is good depending on what type of ad it is and if you are getting the desired result.

It is video.  For exposure it is great.  A clever video with call to action message would be awesome as well.  However, if people don’t like it well enough to like and share it, it likely won’t result in high conversion.

So critical thinking skills are also needed when making data driven decisions.  Plus you have to dig deeper to get answers.

What is important to know about Facebook video is most people drop off after 30 seconds of viewing!  You test and learn.

 

So when you look at insight, you see that the slightly more expensive ad (still less than a penny) got more organic shares and reaction from people who saw the ad.  That energy which caused the ad to be shared organically even more than the paid reach is more powerful for a call to action like clicking through to a website.