Using Exclusion Lists in Facebook Ads: Stop Wasting Money
There is nothing more annoying than buying a product and then seeing an ad for that same product 10 minutes later. It makes the company look stupid, and it wastes the company's money. You can prevent this easily by using Exclusion Lists.
Exclusions are the 'Do Not Call' list of Facebook Ads. You are telling Facebook: 'Target everyone in New York, EXCEPT these people.'
Who Should You Exclude?
Recent Purchasers: If they bought in the last 30 days, they probably don't need to see the ad again immediately.
Current Employees: Your staff doesn't need to click your ads.
Competitors: If you know their email domains, exclude them so they can't spy on you.
How to Do It
In your Ad Set, under the Audience section, there is a box that says 'Exclude.' You can select your 'Purchasers' custom audience here. It takes 5 seconds to set up and saves you money every single day.
When NOT to Exclude
If you have a product people buy often (like shampoo or coffee), you don't want to exclude them forever. Exclude them for maybe 30 days, then let them see ads again so they remember to restock.
Reinvest the Savings
The money you save by not annoying current customers can be spent on finding new ones. Use that extra budget to test new creative ideas generated by Stirling.
