Explain a little bit more on the budgets, specifically optimization and delivery, and how does Facebook charge?

If you can explain a little bit more on the budget, specifically toward the bottom of the page, that says optimization and delivery and how basically, how does Facebook charge you?  Oh, ok, I think she's talking about... 

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Transforming Your Business Isn't About Doing A Million Different Things. It's About Finding ONE BIG THING And Then Leveraging That. Frank Kern has been advising entrepreneurs like you all day, every day, to do just that since 1999. This is his podcast. More at FrankKernPodcast.com.