Meta introduced a new feature called 'Value rules' in Meta Ads accounts, allowing advertisers to increase or decrease bids for specific ad placements such as the Instagram feed. This feature enables setting bid rules based on audience preferences including Age, Gender, OS, Location, and Placement.
How Value Rules Work
- Found under 'Advertising settings' in Meta Ads accounts when available.
- Advertisers can create rules that specify how much more certain audiences are worth to their business.
- When launching a new 'Sales' or 'App promotion' campaign, the selected value rule set guides Meta to optimize conversions accordingly.
- This allows focusing budgets on preferred audiences without needing multiple ad sets, potentially increasing outcomes.
- However, using value rules may increase the overall cost per result.
Features and Limitations
- Up to 10 rules can be created, with a maximum of 2 criteria per rule.
- When multiple rules exist, Meta applies only the first applicable rule in the list.
- A new breakdown option in Ads Manager lets advertisers view outcomes for ads and ad sets where value rules are applied.
- Value rules can optimize for all types of campaign goals.
This update helps advertisers tailor bids more precisely to audience segments and placements, aiming for better conversion efficiency and budget allocation.
