When advertising on Facebook is important to maintain a high CTR as this will influence how much you pay per click.
One important aspect when trying to increase your CTR is targeting. One of the advantages of Facebook advertising is that you can be very specific in your targeting and you have a high degree of control of who will see your ads. By segmenting your target audience into smaller groups you can tailor your message to fit each different segment. In doing so, your target audience will most likely find your ad more relevant and will therefore be more prone to click. This in turn will result in a higher CTR for your ad.
Your CTR will influence your CPC
Facebook makes it possible to segment your target audience into smaller groups
By tailoring images and ad copy to the different segments, you can increase your CTR