There are exceptions, but most of the time the candidate with the most money wins. It helps a lot more in lower profile races too.
This. All 2016 proves so far is that there are times when money won't make a loser a winner, and I never really thought that wasn't possible to begin with. Downballot, though, money does help a lot. 2016 is the exception, not the rule.
It also may help to think that this is the first presidential election in awhile where so much money was wasted for so little, and that next time the money will most likely be put to better use, now that they know what definitely didn't help.
