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Phillip P
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Are you targeting the same people with the ads or different people. Your first ad that has ran could of taken all the REACH depending how long you have been running it for.

I would recreate the ads again, target different interested. Look at your reports. There is a report about who is actually clicking your ad, how old, what area, what interests they have. Use that awesome information to build your new ads.

Running your ads from Jan 1- 3 is a waste you will get million impressions but nobody liking cause people are looking at how drunk friends have got etc.

Let me know if it continues i can ask my facebook rep.