There is an update to the value rule. Let’s take a closer look…
What are the value rules?
Value rules allow you to be more or less based on any of the following criteria:
- Age range
- gender
- Place
- Mobile operating system
Now, the meta is adding location.
Where to find it
To see if this is available, go to your ad settings. Those who have access to the value rule will see it at the top.
Click it, and then click to create a rule set.
When you click the drop-down menu to select the criteria, you should see a selected option.
Once selected, you will have the following options (you can check as many as you want):
- Facebook feed
- Facebook Stories
- Facebook Reels
- Instagram feed
- Instagram Stories
- Instagram Reels
- Audience network
So you can increase your bid on your Instagram feed by 50%. Or, maybe you’ll reduce bidding on your audience network.
When creating a sales or application promotion, you can choose a rule set.
Should you use this?
Value rules are all about adjusting bids to reflect the information you have, while meta doesn’t. This method can be used if you know that a location will result in a higher or lower lifetime value to better reflect the lifetime value in your budget allocation.
I’m worried that advertisers will use it when they don’t need it and harm the results. They might say that because the reputation of the audience network is usually poor, they will lower their bids. Or because their people tend to be on Instagram, they will increase their bids there. But this only solves the problem.
For example: The biggest problem with audience networks is when optimizing link clicks and landing page views, due to the low traffic it sends. However, when optimizing the conversion, the Yuan people usually skip it completely. So, in this case, it is unlikely that you need a value rule.
Or you might be sure that your staff is on Instagram, so you’ve increased your bid there. But the algorithm may have explained the location of your employees, and increasing bids can increase costs.
Will you use the value rules for placement?
