“Not only will your ad be shown more often. This will also lower your bid.”
From: http://www.takeflyte.com/flyte/2012/09/how-does-facebook-ads-bidding-work-facebook-ads-auction.html
“When running ads on Facebook, advertisers need to think about more than just creative and targeting to achieve optimal performance at the lowest cost.” From: http://www.adweek.com/socialtimes/suggested-bid-cpc/268212
In the first, the author could argue he wanted to emphasize the points. The second is just painful.