in this lesson. We want to teach you how to use the narrowing and excluding features on facebook when you're creating a saved audience. This will be found down here under detailed targeting where we just left off. So we showed you in the last lesson, how to use the suggestions feature where I might say Steph curry and then maybe I also want to target people like Lebron James and kevin Durant when I do this, it's saying your so this is not an it's saying people who like Kevin Durant Or Lebron James or Steph curry and you'll see that reflected in the size, right? five million Plus the 23 should be 28 plus the four should be 32. And sometimes that you can see it's actually bigger. They don't calculate this data in real time. But I can also exclude or narrow the audience. So excluding, it's just like it sounds maybe I only want to target Warriors fans. So I want to exclude people like Lebron James because maybe some of those people are just basketball fans where they're not really Warriors...

fans. They like Lebron, they just like Lebron stuff. All the major players. So I might want to exclude people who like some of my competitors, you know, James harden some of these other big name players so that I'm really only going after the people who like the Warriors part of this. I'm excluding my competition. You can see it's drastically reduce our potential reach. Another example would be, let's say I work for Nike. So I could have Nike incorporated and Adidas Which will give me a size of 280. But maybe I just want purists who only like Nike. So I could exclude, did you just down here even before that? Yeah. So, so now when it's just Nike instead of 2 80 it's 1 80. And let's look when I exclude Adidas, we should see it dropped again. So now it dropped again Almost by three, right from 180 to 64. So you can see there's quite a bit of overlap there. The exclusion features are great to use when you think there might be overlap when, you know, there's audiences you don't want to target. For example, if we go to browse and demographics and parents, maybe I just want to target parents with preschoolers, but just because they have preschoolers, they might have some older teenagers or toddlers as well. So maybe I'd exclude those just to really only go after people have preschoolers and I can say, are you a parent for the first time or something like that. So I can exclude parents that have older teenagers. Maybe I'm selling some courses how to be a good parent or how to raise your kids properly. And I want to target just parents who are having their first kid, right? Not to have kids. So that's a little bit of a still example, but just come up with on the fly. Obviously it will vary a lot based off your client and their goals, but that's how you use the exclusion feature, make sure you don't exclude too much. Just keep an eye on the audience size. You know, if you go down, if you exclude too many things, you're gonna end up with a really small audience and again, kind of handcuffs the algorithm that way. So the other feature is narrowing. So again, let's go back to a basketball example. I've got Steph curry and maybe I also want to target people who like Steph curry and kevin Durant. So when I narrow, let me show you guys the size on these. So if I do either or my audience will be 38. Now, if it's just Steph curry, it's 17. And when I narrow, I don't expect to see too big a drop off for this, it's it's probably overlap, But now it goes from 17 to 11 and I couldn't narrow even further. Alright, so you could say who also see what happens if I type in tickets? Fandango. Sure, that's a ticketing service, I can say who also like Fandango because again, I'm narrowing it should get smaller and smaller each time. So now it's down to 300,000 and I can use these in combo and I could say and exclude people like Lebron James And now it's only 8900. So this is a pretty small audience by this point. So I've probably done too much. So maybe I could get rid. I mean there's a few things that I could get rid of any one of these and it should increase it. Maybe all the Security Kevin Durant one. Now I'm up back to 59,000, so I feel a little bit better about that. But you can see how you can use these in combination one with another. It's really target exactly who you want. And even if its interest based targeting by using the narrowing and exclusion features, you can really zero in on the audience because some of these interests are so huge. You know, like we're showing you before, if I target Nike based off interest, you have such a huge audience that's going to take so long to reach all those people. So maybe I would definitely benefited hereby narrowly saying, okay, here are also this certain demographic or like athletic shoes, sneakers interests. Even this is a little bit more manageable, right? Because if the audience is too big and then it's going to take facebook also forever to spend against it and to find people that should be effective in accomplishing the business goal. That's how you use the exclusion in their own feature. Again, just getting your play around with it become really familiar with this test, some different saved audiences out. The number one thing when it comes to this is just keep an eye on the audience sites because all The creative target in the world will be of no benefit if you narrow it down so much that you're only targeting like one or 2000 people because all that's going to happen is you're gonna get charged with high, CPM. your ads will have a hard time delivering and you probably won't see the best results. So we see a lot of people that make the mistake where they get so clever when they do just absurd amounts of narrowing and excluding, but then the audience has become just way too small. So if the audience is, they're ginormous, Use the narrowing excluding to like it says, narrow them down, but just make sure you do it to a certain point, we'll talk about the proper audience size a little bit later on in this course, but just a fair warning against using this future to kind of utilize it the right way for the most effective results is just to make sure that we view it in balance with the audience size. So in these next lessons, we're going to go over how to use locations in an advanced way as well as connections. So let's go ahead and jump

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Narrowing and Excluding

Narrowing and Excluding

Lesson Info

18. Narrowing and Excluding

Lessons

Introduction

Getting Started

Ad Breakdown 50% Content, 50% Targeting

Scaling Limitations: You're Always Limited by Audience or Budget

Quiz - WHY Targeting is So Key

Deep Dive into the 11 Types of Custom Audiences

Timeframe Breakdown

Naming Convention for Custom Audiences

Best Audience Sets to Start With

Using Event Audiences to Automate Lists

Quiz - Custom Audiences

What is a Lookalike Audience?

Which Custom Audiences Create the Best Lookalike Audiences

Strategy for Lookalike %

Naming Convention for Lookalike Audiences

Quiz - Lookalike Audiences

Demographics, Psychographics and Behaviors