A common challenge among advertisers is running ads that maintain high lead quality. I’ve covered this topic many times.
The value rules introduced to more advertisers may be a good solution. Let’s discuss…
warn
Currently, only sales and app promotion objectives are eligible for value rules. If you want to use this feature to improve lead quality, you cannot do it with standard settings. It is not suitable for lead targets, optimize lead conversion events or use instant forms.
However, if you use different conversion events for lead generation, you can choose. Coincidentally, I have been using full registration events to facilitate subscriptions to boot the magnets. This event can be used for optimization when using sales targets.
If you are curious, I always use sales targets where possible. This gives me access to certain features that only work for that target. Add value rules to the list, which also includes audience segments and flexible ad formats.
If you have been using lead conversion events, you may not want to switch jobs. You may also just have to be patient, as I heard that support for value rules for potential customers is coming soon.
Lead quality issues
Some time ago, I noticed a problem with potential customers running ads when generating ads + audience. Meta spends a lot of budget on people over 65 years old.
The reason is that the algorithm found that I could get a lot of cheap clues this way. Unfortunately, these cheap leads are not of high quality.
Although the algorithm doesn’t care about lead quality, I do. My solution at the time was to turn off the advantage + audience and set the maximum age of the maximum age. This is not ideal, but it is a necessary adjustment.
A new solution
The value rules can provide me with a choice that can maintain my advantage + audience. If I create a value rule to lower bids for people over 65, then I probably don’t need to limit the audience.
The subtle benefit of value rules is that they help overcome strengths + audience weaknesses. Due to these weaknesses and lack of control, many advertisers are resistant to the targeting of algorithms. This increases control.
If you get low-quality leads based on age, gender, or location, see if you can use the value rule to fix it.
