Value rules have been expanded by Meta to encompass all campaign objectives, moving beyond their initial limitation to Sales and App Promotion. This change allows advertisers to adjust bids based on five criteria: age range, gender, mobile operating system, location, and placement. Although value rules can enhance targeting control, there are concerns about their potential overuse, especially when not necessary.
These rules are particularly useful for optimizing actions beyond purchases, such as when Meta's delivery algorithm misinterprets low-quality actions. For instance, advertisers can adjust bids for older audiences that yield cheap, low-quality leads without altering their targeting. Additionally, value rules can help reduce bids on the audience network placement, which is known for generating low-quality clicks for certain performance goals. Overall, value rules should be employed judiciously and only when they address specific issues.
