Last but not least, exclusions also play an important role when it comes to making sure you’re not including users within more than one audience at a time. Even despite the fact that this is something that cannot be avoided completely, there are a number of things you can do to try and stop this from happening. Below are the top two:
- Excluding entire audiences from one another
Although Facebook does not currently allow you to exclude one interest/ demographic-based audience from another, when it comes to custom remarketing audiences, it’s a whole different story.
If we take remarketing as an example, chances are you’ve split your remarketing strategy into different strands. e.g. people who have visited your site in the last x days and people who have added something to their cart but not purchased. What can be easy to overlook is the fact that any user who has added an item to their basket must naturally fall into the “users who visited your site” audience, as they cannot add an item to basket without also having been on your site! Since you never want to bombard the same individual with too many ads, it’s important to make sure users aren’t falling into multiple audience groups. Here it’s important to make sure you always exclude the smallest remarketing audience from the largest (i.e. exclude all add to cart from all page views).
- Excluding interests used in other audiences
When it comes to demographic/ interest based targeting, there are still measures you can implement to try to try to avoid as much audience overlap as possible. Since you cannot exclude one interest/ demographic based interest from another, best practise is to exclude as many interests from your largest audience that feature in the smallest, or at the least make sure you don’t include the same interest in more than one audience at a time. As most users like a multitude of pages and show many different behaviours on site, these kinds of exclusions will never be exhaustive. However, some time spent strategising as to which interests must be excluded to form a pyramid structure of targeting (excluding each smaller audience from your larger) can help a great deal.
So, there you have it – our top five methods of excluding audiences on Facebook! At Merkle | Periscopix we are always exclusive (as well as inclusive) when it comes to who we target. If you’d like some help with your social audience strategy, be sure to get in touch.