Value rules have been updated to give advertisers more control over who their ads reach.
Here’s what you need to know…
Change
You can find this by going to “Ad Settings” and clicking “Value Rules.”
value rule Allows you to raise or lower bids based on certain criteria such as age, gender, mobile operating system, location, and placement.
There is now a new option: Device Platform. This allows you to raise or lower your bids for mobile or desktop devices.
Value rule example
Let’s use device platform as an example to understand how to use value rules. You run ads to collect leads, and Meta spends 90% of your budget reaching users on mobile devices. This happens because that’s where you get the cheapest leads. But you find that the quality of leads is much higher for people who fill out the form from their desktop.
You can use value rules to lower bids on mobile, which should result in spending more on desktop. Another option is to raise your bids on desktop, but you shouldn’t do both at the same time.
Once you create value rules, the ad group will apply them. I use them to help increase signup value when Meta spends too much of its budget on people over 65 to get cheap leads.
Should you use value rules?
Value rules can be very useful, but only if there is a problem to solve. This problem is usually related to information that Meta does not have, such as customer lifetime value. Meta strives to provide you with the lowest cost optimization activities, but this may result in lower quality results.
I’m generally a fan of value rules, but I worry about them being used when they’re not needed. If you intentionally adjust your bids without solving any problems, you’ll only increase your costs in the process.
Post Mobile and desktop platform value rules first appeared in Jon Loomer Digital.
