they run ads with broader targeting, you’re able to bid on more impressions, which pushes your costs down. Instead of targeting 20 million people and splitting your ads into 1,000 individual campaigns with small universes, you can be more efficient by targeting them as a collective with a general message. Let’s say each of the 20 million people visit five Facebook pages per day. Instead of bidding on each of the impressions as part of many different smaller audiences, you can bid on them collectively