Value Rules for All Campaign Objectives

Value rules are opening up. Here’s what you need to know…

Campaign Objectives

When Meta launched value rules earlier this year, it was only for the Sales and App Promotion objectives. Well, Meta has quietly opened up value rules for all campaign objectives.

Here’s an example when using the Engagement objective.

It also appears that value rules is rolling out broadly to more ad accounts. It’s not clear if everyone has it now, but I have it in all of my accounts now.

What Are Value Rules?

Value rules allow you to bid more or less based on one of five criteria:

• Age range
• Gender
• Mobile operating system
• Location
• Placement

When to Use Value Rules

While value rules give advertisers control over the people they reach while targeting control goes the other way, I have my concerns. Yes, this could be a beneficial option when Meta’s delivery needs to be corrected. But I worry that advertisers will use this far too often when it’s not necessary.

With that said, value rules are likely to be more helpful, and even necessary, when going for actions other than a purchase. Top of funnel optimization is when Meta’s delivery algorithm is most likely to be led astray by low-quality actions.

An example I’ve shared in the past is when I can get a high volume of cheap and low-quality leads from people over 65. I could use value rules to adjust for this without changing my targeting.

You could also use value rules to bid less on the audience network placement when optimizing for link clicks or landing page views. This placement is notorious for low-quality clicks when using these performance goals.

Overall, only use value rules when it solves an obvious problem. Rarely use them universally.