Value rules allow advertisers to adjust bids based on criteria such as age range, gender, location, mobile operating system, and now placements. Advertisers can find this feature in their advertising settings at the top, where they can create a rule set and select criteria from a dropdown menu that includes options like Facebook Feed, Instagram Stories, and Audience Network.
By using value rules, advertisers can increase or decrease bids for specific placements, such as raising a bid by 50% for Instagram Feed or lowering it for Audience Network. This feature is particularly useful when advertisers have insights about placements that affect lifetime value, allowing for better budget distribution.
However, caution is advised. Advertisers might misuse value rules, potentially harming results by lowering bids for placements like Audience Network due to its negative reputation or increasing bids for Instagram without necessity. The algorithm may already optimize for audience behavior, meaning unnecessary bid adjustments could lead to higher costs without improved outcomes.
