Is there any tactic to stop spend or decrease delivery budget of a specific time in a day for w2a & AEM campaign?

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Jack811

Active Member
As I’m running a new account for my new app, I’ve noticed that Meta keeps allocating a significant portion of the budget to unprofitable age groups, placements, and delivery times.

Since I can create Value Rules to decrease the bid for specific age ranges and placements, I’ve run into a couple of issues:
  1. W2A campaigns can’t apply Value Rules to specific age ranges, which is problematic because I’m seeing a trend where Meta shifts more budget toward younger audiences.
  2. AEM campaigns don’t allow me to adjust the budget based on the time of day.
According to the Ads Manager report, around 50% of my total account spend is going toward time periods that generate little to no purchases when breaking down to delivery time

How do you guys usually tackle this? Do you have any strategies for controlling budget allocation across age groups and delivery times?
 
from my exp, the unwanted age range allocation is caused by your creative. you can try testing new creative angles that fit user intents in your target audience age range.
 
Yes, I’m currently testing the new creatives. Do you think W2A and AEM learn and deliver differently?

I’m asking because we’re seeing a noticeable difference in age distribution between the two campaign types. In our case, W2A seems to skew more toward younger audiences compared with AEM with the same best creative.
 
Hey @Jack811 :)

1. Are u sure about that? I just tested one W2A and it can apply value rules to specific age segments (attachingg screenshots)

I agree with @Allezjb, I'm sure if you start using people in your creatives who are aligned to the age you want to target, you will eventually get more people on that range. Static banners are also a good format to attach older audiences!
1790059132376.png
 
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