You need to use value rules…
Advertisers are stuck in the habit of making certain restrictions that aren’t necessary now. It’s not that there aren’t problems to address with such restrictions, but there’s a better way.
Apply Value Rules
The next time you want to restrict your audience by gender, stop. Leave it open and use value rules to impact the bids.
The next time you think you need to restrict by age group, stop. Target all ages, but create a value rule to spend less on certain age groups if you need to.
The next time you want to remove Audience Network, stop. Create a value rule to bid less on it.
Control is Needed
I get it, there are times when you need to control things a bit more, particularly related to age, gender, or placement. This happens because you have information that Meta doesn’t. Meta is only focused on getting you cheap optimized actions.
If you know that you’re getting low-quality actions by age, gender, or placement, there’s another way. Instead of removing them entirely, apply value rules. This allows you to impact spend without having to completely abandon certain options.
