In this instructional video, the presenter explains Meta’s newly released account‑wide “value rules” feature, which lets advertisers specify higher‑value audience segments and automatically increase or decrease bids for those segments. The walkthrough covers how to locate the feature in the advertising settings, create a rule set by defining audience criteria such as age, operating system, gender, and location, and set a bid adjustment percentage (e.g., +80%). The speaker emphasizes that the feature is a test and results will vary by business; it can raise cost per result but may also improve lead quality and lifetime value. Critical prerequisites include having solid baseline metrics—cost per acquisition (CPA), lifetime value (LTV), cost per lead, conversion timelines, and price points—to compare against the performance of rule‑enabled ad sets. Ongoing monitoring is essential because the higher bid allowance can cause budgets to expand quickly. The video advises advertisers who understand their numbers to experiment with value rules, while those lacking reliable data should hold off. Overall, the content provides a step‑by‑step setup guide, best‑practice recommendations, and cautions for using Meta’s value rules to target higher‑value customers.
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Meta just released new targeting options that allows you to dial in on a higher value kind of customer that you want to go after if you're willing to pay more for it. Let's take a look at how that works, what exactly you can expect, and what things you need to make sure you have in place before you start utilizing this new setting. So Meta released this recently for a few new ad accounts, and if you don't see it, you may have to wait or update your ad accounts to make sure that they're actually showing up. And sometimes that just takes time, but you'll go to the advertising settings over here on this side. And from here you can see all these new advertising settings. Now these advertising settings are essentially account-wide settings that you can apply to your ads that you're running inside of a certain ad account. And one of them here that we're gonna be looking at today is gonna be the value rule section here. Now value rules allow you to kind of determine what certain audiences are worth to your business and how much more a certain audience is worth to your business. And you're basically telling Facebook, hey, I'm willing to pay more for these certain kinds of audiences that meet these certain kinds of rules. So inside the value rule section here, you can see that we can make a new rule set. And you can see here that we can actually reach a preferred audience using these value rules. Now there's 3 things that Meta says that this will actually help you achieve. One is getting more of the outcomes you want. Ideally, the more kind of audiences, the kind of people that you actually want in your business. You can optimize for more long-term goal, strategic goals, lifetime values, or even delayed conversions. And then you can potentially see better results with a single ad set. Now, something that I really wanna make clear here is that these results are gonna be changing and are adjusted depending on your business and who you're working with, who you're looking to attract, et cetera. And sometimes they will increase your cost per result, but that could be okay. So it's definitely a test. Everything in here is a test. So kind of keep that in mind. It's not the end-all be-all. Using value rules may do very well for your business. In other cases, using value rules may not help you at all. But I want to use this video here to kind of show you how to set up value rules, how you can use value rules to actually increase the quality of the leads and the customers that you're getting, as well as the value and lifetime value of them across the board. So we'll go ahead and do that and hit create a new rule set. And then basically what the core functionality of this whole thing is, is essentially you're telling Facebook, hey, I want to select certain audience criteria, location, operating system, gender, and age, and this is what makes a certain audience more valuable for me. When people meet that criteria, I'm willing to increase my bid or decrease my bid by up to a certain percent. I personally haven't tested this, which we're going to test, but for example, let's say we wanted to dial in on age And let's say I know that this age range here from 35 to 54 is really most valuable to me. And you can actually add multiple rules within one rule as well. So I can say, hey, when people are in this rule, I want to meet that. But on top of that, I want to make sure that I'm hitting people that are on iOS only, and I'm willing to increase my bidding by 80% When I meet these people, and then we can hit next rule set name. We could say age thirty-five to fifty-four plus iOS, and then I'd probably just say increase bid by eighty percent, right? And then create. And now this is a rule set that's gonna be used across the board for your business, or you can also apply it to very specific ad sets when you're kind of setting up your ad campaigns. So once you have that set up, let's say I wanna take an ad set in here that is doing well, and I wanna apply a specific rule set to it. You can see here the value rule section shows up while you're setting up your ad set. And you can decide, hey, I actually wanna use this rule set here. When I'm reaching these people, I'm willing to actually spend 80% higher than what someone else would wanna do. Now, who is the best use case for rule sets? Who's the best use case to actually willingly tell Facebook, I wanna spend up to 80% more, as long as I'm hitting a much more valuable target market potentially? First, you need to be someone that really knows your numbers and knows your cost per acquisition, your lifetime value, Your cost per lead. You really need to know your numbers because what this all is is just a test. And if you launch this, you want to be able to track it and have really good baseline data to know, hey, my normal CPA is X, my normal lifetime value is Y, the time that it takes to convert a customer is X, and the price point that they purchase is Y. And then compare it to ad sets where we're using value rules and see if that's actually beating things or not. The next thing is you need to make sure that you're very consistently monitoring your results. And across the board, when you're running paid ad campaigns, monitoring your results is very, very important. But when you're using value rules, it's even more important because you're telling Facebook that you're willing to spend quite a lot more. So if your daily budget is $21, it could go a lot higher than that, 80% higher than that, if it's finding the right people. And you wanna make sure that one, it actually is finding the right people for you, and two, it's actually doing it still at a good cost in comparison to your business. It may be worthwhile for some people to never use value rules, but a lot of other people are gonna find a ton of value there. So I just wanted to share this in this quick video today, is using value rules can be a very, very strong thing that you can use in your business. It's also a newer feature inside of Meta, and some businesses may have better results with it than others. So test it, make sure you know your numbers. If you don't know your numbers yet, you're just kind of testing things at the beginning, I'd recommend staying away from it. But once you kind of know your numbers, you have some good baselines, this is a great new feature that you can test and see how it works for your business.
