Meta最近更新了广告价值规则，允许广告商根据用户年龄、性别、位置、移动操作系统以及广告位置来调整出价。新增的广告位置价值规则包括Facebook Feed、Facebook Stories、Facebook Reels、Instagram Feed、Instagram Stories、Instagram Reels和Audience Network。广告商可以根据不同位置的价值调整出价，例如提高Instagram Feed的出价或降低Audience Network的出价。但作者建议只有当确实存在问题时才使用此功能，否则可能适得其反。

📈 Meta新增了广告价值规则，允许广告商根据广告位置调整出价，包括Facebook Feed、Facebook Stories、Facebook Reels、Instagram Feed、Instagram Stories、Instagram Reels和Audience Network。

📍广告商可以根据不同位置的价值调整出价，例如提高Instagram Feed的出价或降低Audience Network的出价，以更好地反映预算分配。

⚠️作者建议只有当确实存在问题时才使用此功能，否则可能适得其反。例如，Audience Network在优化链接点击和着陆页视图时存在低质量流量问题，但在优化转化时可能不需要调整出价。

🤖算法可能已经考虑了用户的位置，增加出价可能只是提高成本，因此需要谨慎使用价值规则。

There’s been an update to value rules. Let’s take a closer look…

What Are Value Rules?

Value rules let you bid more or less based on any of the following criteria:

Age rangeGenderLocationMobile operating system

And now Meta is adding placements.

Where to Find It

To see if you have this, go to your advertising settings. Those with access to value rules will see it at the top.

Click it and then click to create a rule set.

When you click the dropdown menu to select criteria, you should see an option for Placement.

Once selected, you will have the following options (you can check as many as you want):

Facebook FeedFacebook StoriesFacebook ReelsInstagram FeedInstagram StoriesInstagram ReelsAudience Network

So, you could increase your bid by 50% for Instagram feed. Or maybe you’d decrease your bid for Audience Network.

When creating a Sales or App Promotion campaign, you can then select your rule set.

Should You Use This?

Value rules are all about adjusting bids to reflect information that you have and Meta does not. You might use this if you know that a certain placement leads to a higher or lower lifetime value to better reflect this in budget distribution.

My fear is that advertisers will use it when they don’t need to and hurt results. They may say that since audience network has a bad reputation generally, they’ll lower the bid. Or because their people tend to be on Instagram, they’ll increase their bid there. But this should only be necessary to fix a problem.

For example: Audience network’s biggest issues are when optimizing for link clicks and landing page views because of the low-quality traffic it sends. But Meta will often completely skip over it when optimizing for conversions. So it’s unlikely you’ll need value rules in that case.

Or you may determine that your people are on Instagram, so you increase your bids there. But the algorithm may already account for where your people are, and increasing your bids may just drive up costs.

Will you use value rules for placements?

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