Meta started rolling out value rules, and I was very excited about it. When everything tends to be automated, they will regain control of advertisers.
But I’m worried about how some advertisers will use them. Let me explain…
What are the value rules?
Value rules allow you to tell Meta to bid more or less for the most valuable person. You can increase bids to people through gender, age group, location or mobile operating systems.
This makes sense in theory, but I’m worried that people use it by default without considering why they may or are not needed. Let’s consider a potential situation.
Imagine
You determine that your ideal client is a woman between the ages of 25 and 44. Therefore, the natural tendency is to create a value rule to increase bids for the group. You think this will help the algorithm focus on the right people.
But you probably don’t need them. You only use the value rule when solving a specific problem. When you use them, your expenses will increase, but hopefully the added costs are worth it.
Increase costs
I’m worried that advertisers will intentionally and unnecessarily increase costs. Do not activate this feature blindly. Advertisers need to know when and why value rules are used.
I’ll cover it in the next video.
