Cloud Connect Blueprint: Exclusion Audiences
Cloud Connect Blueprint #1: Exclusion Audiences:
With audience exclusions, you can set up targeting rules to avoid showing some products in your ads to people in your audience.
For example, you could set up a targeting rule that excludes purchases from your website in the past 30 days. You can create audience exclusions when you're retargeting people who visited and took action on your website or in your app, or when you're targeting a broad audience.
Why is this important?
Targeting people who just purchased a product from your website or store will often lead to friction with your customers, including the opportunity for your purchasers to click on the ad and provide negative feedback - “please don’t show me this ad again.”
Negative feedback from an ad creates a brand challenge and it also can have a significant impact on your quality score from your preferred ad network - leading to higher CPMs. The downside of these types of negative experiences is that they increase your cost of conversions.
Knowing who has recently converted and purchased may not be easily available, unless you have access to your data warehouse.
Examples of Exclusion Audiences, includes:
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Existing or New Customers
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Employees
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Partners & Competitors
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Unqualified Leads
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People who visit 1 time
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People who spend less than 5 seconds on your website
Create Exclusion Audiences
Using Cloud Connect, you can access your data warehouse and create Exclusion Audiences to ensure that you are not targeting people who have just purchased the product you are trying to advertise to them.
With Lytics, you can sync these Exclusion Audiences to all your preferred ad networks, including Facebook, Google, Instagram, Snap, TikTok, LinkedIn etc. That means, you don’t have to create a spreadsheet and then upload them to each network manually. This can save you a ton of time and reduce the risk that your spreadsheet gets replicated and shared without your knowledge or permission.
Conclusion
Creating Exclusion Audiences and adding those to your digital ad campaigns will help you increase your ROAS and ensure that you don’t have a negative impact on your brand or your ad quality score.
References
Examples of Exclusion Audiences
