well ive noticed a few things i'm willing to share about fb ads...
1 - never just resubmit a rejected ad without making any changes. further rejections come real quick then. best to make a tiny insugnificant change and then re-submit it.
2 - dating ads are pretty overcrowded on fb and it's very tough to make a profit. seems like the best i can can convert the traffic to is 90% of my cpa rate, so my profit is pretty low. (meaning i profit 30 cents on a $3 lead.) the very successful ads are probably really old and would never get approved under the current standards. any little profit i make on dating ads i end up losing trying new ads which don't convert.
3 - the best time to submit ads are in the evening on a weekend. not always of course but the reason i say it best is that the turn around rate is really quick, like 30 minutes sometimes, around 5-6pm. so if the fb reviewer approves a risky ad, and you get a second in quick, sit at your pc and pump out lots of ads since you'll get many approved in a short time. come monday, everyone is submitting ads for approval so it takes hours for approval/rejection.
4 - i think fb categorizes ads. i suspect this because i had 2 ads approved to that earned the same eCPM for fb, one dating and the other shopping. the dating ad got few impressions but the other one got tons. fb probably puts all dating ads in a dating pool and gives them all a certain % of their traffic globally to share. like lets say they have 10 categories of ads and each gets 10% of the total traffic available on fb. there might be 10,000 dating ads in the dating category sharing that 10% so they each get fewer impressions when compared to the shopping category that might have only 500 ads. i dont know this for fact but it seems to make sense.
5 - early in this thread people were talking about dropping your CPC in half to get less traffic at a higher profit, and then just having many more ads to make up for it. sounds like a nice recipe for income but its old info. now dropping the rate lower, even marginally lower than the average click-cost they are charging you, means you'll stop getting impressions.
6 - its no longer easy to get a profit from fb. you really need to ride the fine line between inappropriate/deceptive ads. just evil enough to get traffic, but still get approved after many tries. good luck get many such ads approved though. even this trick won't last long as the click costs increase due to demand.
7 - lastly, just another suspicion. fb will eventually drop social ads. scarcity creates demand. that scarcity = approved ads. so people liike us will submit more and more ads to them. some of the smarter pubs will probably learn to automate it with a script. fb wont be able to keep up with the thousands of ads that'll be submited every day. social ads on fb is probably just temporary until some sort of search deal can be struck with yahoo or google or whoever, where they can farm responsability out to another party.