Meta Adds Value Rules for Placements

There’s been an update to value rules. Let’s take a closer look…

What Are Value Rules?

Value rules let you bid more or less based on any of the following criteria:

• Age range
• Gender
• Location
• Mobile operating system

And now Meta is adding placements.

Where to Find It

To see if you have this, go to your advertising settings. Those with access to value rules will see it at the top.

Click it and then click to create a rule set.

When you click the dropdown menu to select criteria, you should see an option for Placement.

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 could increase your bid by 50% for Instagram feed. Or maybe you’d decrease your bid for Audience Network.

When creating a Sales or App Promotion campaign, you can then select your rule set.

Should You Use This?

Value rules are all about adjusting bids to reflect information that you have and Meta does not. You might use this if you know that a certain placement leads to a higher or lower lifetime value to better reflect this in budget distribution.

My fear is that advertisers will use it when they don’t need to and hurt results. They may say that since audience network has a bad reputation generally, they’ll lower the bid. Or because their people tend to be on Instagram, they’ll increase their bid there. But this should only be necessary to fix a problem.

For example: Audience network’s biggest issues are when optimizing for link clicks and landing page views because of the low-quality traffic it sends. But Meta will often completely skip over it when optimizing for conversions. So it’s unlikely you’ll need value rules in that case.

Or you may determine that your people are on Instagram, so you increase your bids there. But the algorithm may already account for where your people are, and increasing your bids may just drive up costs.

Will you use value rules for placements?