Facebook: Facebook Exclusion Targeting: an Easy Fashion to Clasp More Profits

Imagine these two scenarios.

Scenario #1: You own a dating website that has been around for ten years. Yous already have thousands of members, but y'all want to proceed expanding,  and then y'all launch some new ad campaigns.

Would you lot want to show your ads to people who are already members? No, yous'd be wasting your coin.

Scenario #2: You lot're trying to retarget people who have visited your blog. Your goal is to get them to sign up for your email list.

However, yous wouldn't want to show these ads to people who are already on your electronic mail list correct?

You go the point.

There are times when you're running a entrada and yous DON'T desire to show your ads to a specific group. You want to exclude specific groups from seeing your ads.

Doing this can lower your cost of acquisition and go on yous from wasting money on clicks that volition never catechumen.

This also means better performing ads. People that have already converted probably aren't going to click.

It seems simple enough, but this can add upwards to hundreds or even thousands of dollars in wasted ad spend.

Fortunately, Facebook has a feature designed specifically for the purpose of excluding people from an audience.

In this mail, I'm going to show you lot 2 unique ways to implement it, too equally give y'all some tips on the most constructive ways to utilise this feature.

The Ii Ways to Exclude an Audience

1. Excluding Via The Facebook Pixel

There are 2 basic means you can use the Facebook audience exclusion feature, and the starting time is with the Facebook pixel.

If you don't accept the pixel installed on your website or landing pages, yous're going to desire to do that ASAP, fifty-fifty if you don't want to exclude people from your audiences. The pixel is a superpower you don't want to ignore.

You tin read my guide on the Facebook pixel and lookalike audiences to help you get started.

Basically, the Facebook pixel functions as a tracking device for people who visit your website. Have you ever visited a site and so all of a sudden you start seeing ads for it everywhere?

Yeah, that creepy characteristic is the Facebook pixel at piece of work probably.

You can set upward the pixel to rails all sorts of events on your site, such as visits, putting an item in the shopping cart just not ownership, signing upward for an electronic mail listing, etc.

Once yous have the pixel installed on your site, it's time to create your excluded audition.

First, get to the "Audiences" tab:

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Now information technology'due south time to create a new audience based on your Facebook pixel. Click the "Create Audience" tab and and so click "Custom Audience."

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At present select "Website Traffic" when asked how you want to create the audition.

Website Traffic

At present it's time to make up one's mind who nosotros want to exclude. Permit's go back to you selling the lingerie and permit's say y'all want to target anybody who has NOT purchased from you. In other words, y'all're creating an audience exclusively of people who aren't yet customers.

To practice that, change the setting from "all site visitors" to "URL equals." Then set the URL to your buy "cheers" folio.

Enter Domain

This will ensure that anyone who has purchased from you and seen your thanks page is Not included in the audience and won't see any of your ads.

Then but click "Create Audition." Now y'all accept this audience available to use in your next ad campaign. When you create your audition for your next ad campaign, make sure that you also exclude the custom audience y'all created. Y'all do that by clicking the fiddling "Exclude" selection in the right lower corner.

Create Custom Audience

Excluding Via Email List

Excluding sure audiences is fifty-fifty easier if y'all have an email listing.

First, create a custom audience past uploading your email list to Facebook.

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Save this audience. When you're creating a new audition for your next prepare of ads, be sure to exclude this audition.

And so back to the guy who runs the dating membership site. If he wanted to exclude his members from seeing ads, all he would need to do is upload his member e-mail listing and and then exclude them from his audiences.

Warning: Don't Utilize These Powers for Evil

A quick word of alert about excluding people from your audiences.

Don't be an asshole.

Don't use the power of exclusion to discriminate against anyone based on their ethnicity or religion or anything else like that.

Seriously.

If yous do, you may run into problem with Facebook.

Some people were using this feature to exclude certain races / religions from applying to their housing.

After receiving complaints from the government, Facebook has already started removing ad targeting options to forestall people from running discriminatory ads.

So only don't be stupid when it comes to running your ads. If it feels like you're unfairly discriminating confronting someone…you probably are.

Don't Waste matter Your Money

Remember how in loftier school there were some people who were e'er downers? You didn't want to invite them to parties because you knew they would kill the vibe.

Facebook is the same manner. In that location are some people who, no affair how many times they see your ad, won't convert.

Information technology's improve not to "invite" them to it in the offset place.

There are about Always some people who shouldn't see your ad. If you lot don't take the time to exclude them from your Facebook audience, you lot're literally just wasting coin on people who volition never catechumen to your offer.

Craft your audition carefully and your CTR will go up and your CPA will go downwards. Information technology's a win-win.

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