Facebook Ads is a marketing and advertising platform that facilitates Pay-Per-Click (PPC) campaigns. The ads shown on the platform are a result of an "ad auction," where advertisers compete for a specific target audience. This auction is based on the advertiser's budget for the campaign or their objective to acquire a customer, and bids are then compared against other factors such as audience demographics and ad quality. The higher the bid, the greater the likelihood that the ad will be displayed on the target audience's News Feed or Sidebar. An ad may have a lower Cost-Per-Click (CPC) if its quality and relevance are higher. This is because Facebook incentivizes advertisers to create ads that provide a positive user experience. Learn how Facebook Advertising works to maximize your marketing efforts.