If you’re advertising a Page, app or event and you select See Advanced Options, or if you’re advertising an external website, you’ll be able to pay for clicks (CPC) in the pricing section. The suggested bid range is there to help you pick a maximum bid so your ad will be successful.
via Pocket https://www.facebook.com/help/213140778716849/#What-is-the-%22Suggested-Bid%22-range
