#8 - Excluding Audiences From Your Facebook Ads
12th September 2021

Hey,

Welcome back to another issue of Author Ads Insider.

This week, we are looking at excluding audiences from your Facebook Ads. The main reason and scenario I exclude audiences is when testing new audiences.

The first question then, is who are we excluding from seeing our Facebook Ads?

The main audience I exclude is people who have engaged with the Facebook Page, Facebook Posts or Facebook Ads of the author who's Ads I am managing.

If you're not sure how to create this audience, check out last weeks issue of Author Ads Insider; Issue #7.

This way, I am forcing Facebook to show the Ads to new people every single day.

Facebook will, by default, show your Ads to people who can achieve the lowest Cost Per Click (CPC); these are generally people in your warm audiences (i.e. the people who have engaged with your Facebook Page, Posts and Ads).

So by excluding them, we are telling Facebook that we want to reach new people each and every day with our Ads.

When To Use

I don't recommend excluding audiences from Day 1, if you're brand new to Facebook Ads. I would personally wait until you have been running Facebook Ads for 3-6 months (the smaller your daily budget, the longer you will need) and have built up a modest engagement audience.

It's not foolproof!

Excluding an audience from your Facebook Ads isn't 100% foolproof. I generally find that 90-95% of the audience I exclude are actually excluded, meaning that 5-10% of people I exclude still see the Ads I don't want them to see!

So, it's not perfect, but it's still a pretty good success rate and ensures that you are reaching new potential readers of your books each and every day.

In this weeks video, I'm going to show you how to exclude an audience when setting up an Audience Testing Campaign... let's dive into it...

As always, if you have any questions about today's video, or need clarification on anything I've covered, please don't hesitate to hit reply on this email 🙂

Next Sunday, I'm going to showing you how to setup self-targeting (sometimes known as defensive) Amazon Ads; an amazing way to capture additional sales and take up more real estate on your book product pages.

As I've mentioned before, I'm always open to ideas for topics you'd like me to cover in Author Ads Insider, so if you are having any challenges with your Ads, please let me know and I will add them into the content calendar.

Until next weekend, enjoy the rest of your Sunday.

To Your Success
Matt

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