What will determine the results of your campaigns on the Facebook platform?

The Facebook main delivery system consists of three aspects:

Auction: In the Facebook auction, you will be competing against thousands of advertisers worldwide. They are all competing for one thing. End-users’ space on the News Feed, Messenger, Audience Network, Video Ads, and mobile apps. It’s just like a normal supply and demand function. The more advertisers competing for your time (demand), the more expensive it will become (supply). So the person willing to pay the most will get most impressions.

Pacing System: Standard versus accelerated delivery makes a big difference in how your ads perform; especially in costs. Accelerated delivery will underperform your budget but allow you to spend your budget more quickly. 

Advertiser Controls: Obviously the size of your audience, budget, schedule, and type of ads will all affect the delivery of your ads. 

Whenever you are running your campaigns, think of those three main areas with how they each will affect running your campaigns in the future.