I’m finally able to share an example of value rules in action…
Because of value rules, I was able to keep Advantage+ on so that I didn’t need to restrict by age and gender. Being able to stay within Meta’s best practices while making necessary customizations is a critical benefit of using this feature.
What Are Value Rules?
Value rules allow you to adjust your bid by things like age, gender, location, mobile OS, and now placement. You can increase or decrease your bid to adjust for long-term values that Meta may now know about.
I would only use this when there’s a specific problem to solve. That would mean that Meta is wasting your money on cheap and low-quality actions.
This is something I was seeing with low-quality leads, especially people 65 and up. Meta dedicated a high percentage of my budget there because the leads were cheap.
Since value rules are now available for all objectives, I created rules to lower my bid by 50% for people 65 and up and 20% for those 55 to 64. My hope was to counter the way Meta was misusing my budget while in search of the cheapest possible leads.
Results
And here are the early results for an ad set leveraging value rules and the percentage of budget used by age group…
Updated distribution of budget:
- 18-24 (< 1%)
- 25-34 (12.8%)
- 35-44 (34.6%)
- 45-54 (39.7%)
- 55-64 (11.5%)
- 65+ (< 1%)
The two age groups getting the least budget are now 18-24 and 65 and up. The next group is 55 to 64.
This is a much better distribution of my budget by age group without abandoning certain ages entirely. In the past, I was forced to set a tight restriction by age group. It’s also improved my lead quality.
If you’re running into quality issues because Meta is finding cheap actions (that you’re optimizing for) by age, gender, location, mobile OS, or placement, I encourage you to give this a try. Then report back!
