Meta Ads has introduced a new feature called 'Value rules' that allows advertisers to increase or decrease bids for specific audiences to optimize conversions more effectively. This feature is accessible in the 'Advertising settings' of your Meta Ads account when available.
How Value Rules Work
When creating a new 'Sales' or 'App promotion' campaign, you can select a rule set under 'Value rules' to guide Meta's bidding strategy based on your defined audience preferences. You can create rules that adjust bids according to:
- Age (specific age ranges)
- Gender (men or women)
- Location (countries, regions, or states)
- Mobile operating system (iOS or Android)
After selecting your audience criteria, you specify how much more or less to bid for those groups.
Using value rules helps focus your budget on preferred audiences, potentially increasing outcomes without needing multiple ad sets. However, this may also lead to a higher overall cost per result. In Ads Manager, a new breakdown option lets you analyze performance for ads and ad sets with applied value rules.
Rules Limitations and Priority
- You can create up to 10 rules, with up to 2 criteria per rule.
- When multiple rules apply, Meta only uses the first applicable rule in the list.
For example, if Rule 1 increases bids by 20% for women in California, and Rule 2 increases bids by 10% for women using iOS, a woman in California using iOS will trigger the 20% increase from Rule 1 because it has higher priority.
This update enables more granular bid optimization tailored to audience value, improving campaign efficiency and targeting precision.
