If you’re a creator or part of the social media marketing team for an organisation, then you will almost certainly be familiar with the way that social media ads work. Creators are invited to build different audience groups, sharing specific ads with specific audience groups depending on their level of engagement and what they are interested in.
But recently, Meta has announced a new variation on traditional ad segments – and it’s fairly unexpected…
What is an Ad-Exclusion Audience?
In short, the new segment is for those audience members that the brand does not want to display their ads to.
It could be that these audience members have opted out of updates from the company, or it could be that, as a brand or creator, you know a certain group of audience members won’t respond to a specific ad style and so showing it to them would be a waste.
Either way, this latest option makes it possible for groups to be added to a dedicated exclusion list, so you can rest assured they won’t receive or see your targeted ads on Meta social apps.
Why is This a Positive Step Forward for Businesses on Meta Profiles?
By using the exclusion-only segment for audience members that may not want to be advertised to, or that may not respond positively to a certain style of ad, businesses can ensure every penny that they spend on advertising is productive.
This does require some in-depth knowledge of your audience, in order to recognise those who won’t respond to advertising. However, the more you get to know your audience, be it an organic audience or one built from packages of followers and engagements, the easier it becomes to determine who should receive different ads on their social media profiles.
Is this a tool that you would use to improve and streamline your social ad spend?
