Use Value Rules to Improve Lead Quality

A common challenge among advertisers is running ads that maintain high lead quality. I’ve covered this topic many times.

Value Rules, which are rolling out to more advertisers, could be a nice solution. Let’s discuss…

Caveat

At the moment, only the Sales and App Promotion campaign objectives are eligible for Value Rules. If you’re hoping to use this feature to improve lead quality, you won’t be able to do it with the standard setup. It won’t work with the Leads objective, optimizing for the Lead conversion event, or using instant forms.

But if you use a different conversion event for lead generation, this could be an option. Coincidentally, I have always used the Complete Registration event to promote subscriptions to lead magnets. That event is available for optimization when using the Sales objective.

If you’re curious, I always use the Sales objective when possible. This allows me to get access to certain features that are only available for that objective. Add Value Rules to the list that also includes Audience Segments and Flexible Ad Format.

If you’ve always used the Lead conversion event, you may not want to go to the work of switching. You also may simply need to be patient since I have heard that Value Rules support for Leads is coming.

The Lead Quality Problem

A while back, I noted a problem with Advantage+ Audience when running ads for lead generation. Meta was spending a high percentage of my budget on people over the age of 65.

The reason for this was that the algorithm figured out that I could get a lot of cheap leads this way. Unfortunately, these cheap leads were not high quality.

While the algorithm doesn’t care about lead quality, I do. My solution at the time was to turn off Advantage+ Audience and set a strict age maximum. This wasn’t ideal, but it was a necessary adjustment.

A New Solution

Value Rules give me an alternative where I can keep Advantage+ Audience on. If I create a Value Rule to lower my bid on people over 65, I may not need to restrict my audience.

The subtle benefit of value rules is that they help overcome the weaknesses of Advantage+ Audience. Many advertisers are resistant to algorithmic targeting because of these weaknesses and lack of control. This adds that control back.

If you’re getting low-quality leads based on age, gender, or location, see if you can fix it with value rules.