Audiences
Audience exclusions
Groups of people an advertiser keeps out of a campaign, such as existing customers, employees or recent converters.
What it is
Exclusions work like negative keywords for audiences.
Why it matters
For lead generation and e-commerceThey stop acquisition budgets being spent on people already won and keep messages relevant to each stage.
In practice
Exclude converters from acquisition campaigns, customers from new-customer campaigns, and job seekers where the platform allows.
A common mistake
Forgetting to refresh the lists behind the exclusions, so they stop working without warning.
All terms