Are You EXCLUDING PURCHASERS From Your Facebook Ads?!

0:00hi guys it's ben heath from lead guru and in this video i'm going to talk about excluding purchases excluding customers from your facebook ads is it something you want to do when do you want to do it when you not want to i'm also going to show you how you go about excluding your previous customers from your facebook ad campaigns before we're going to touch on a very quickly ask you to smash that like button and of course subscribe to my youtube channel if you are new and haven't done so already so let's get started by showing you exactly what it is i'm talking about so i've got

0:27an example um conversions campaign created here in my example facebook ad account and i'm going to jump to the ad set level because we know that's where you are targeting if i click on edit in here and scroll down to this custom audiences section you can click on this exclude button and you can see you've got include people at least one of the following exclude people on the following so i could for example put in here i've already uploaded it in preparation a customer list okay and what this would do is i could then enter in all my other regular targeting options i've got plenty videos on that

0:59check out links in the video description for how you go about doing other targeting related things but this would now exclude anyone that's on my customer list so previous purchases previous customers from seeing my facebook ads and of course i've done this with a uploaded customer list a csv file but you could do that based on the purchase event um web event for example post ios 14 i would usually recommend using now a customer list because you're going to be able to capture everyone well not everyone because your match rates won't be 100 but more people most likely that way whereas you have all the data holes

1:35obviously with the the ios users not being not being included based on the pixel data but that's another way to go about doing this this is how you go about doing it and the reason why a lot of facebook advertisers want to exclude previous purchase people have already bought from them is because they think that's a waste of money they think if someone's already bought from me either i only sell the product one product or one service that you only buy once you never buy it again or they already know about my business when they want to buy from me again or buy other products of mine they'll come back and

2:06they'll purchase and i think that is honestly a little bit naive and i think that excluding previous customers except for one potentially two but one major scenario that i'll explain in a minute is not a good idea and it's not something that i'd recommend you do so firstly if you have any element of repeat business so people buy from you again or they buy alternative products and services from you having bought from you once before you absolutely don't want to be excluding previous customers the idea that because they bought from you once you don't need to advertise to them again is a complete myth i think it's fairly arrogant on the

2:49business owner's standpoint to think that because someone's bought from you before your business is going to be top of their mind no people have busy lives all sorts of other things and they need to be reminded i'm sure you could think of scenarios where you've bought from a company or you've been to a restaurant or you've done something years ago and then something will trigger it maybe someone recommends it maybe you're sorting the garage out and you go yeah i forgot i had one of those or or maybe it's an ad you know maybe it's an ad that triggers the memory and you go oh yeah i've been meaning to do

3:21that we may need to go back there but meaning that was really good the first time we did it i did really love that product i'm gonna go ahead and purchase it that happens all of the time but without the trigger it's far less likely to happen and advertising again just because someone bought from you just because they judge your product does not mean they're gonna automatically remember you and therefore be able to go ahead and purchase and think immediately of you and purchase from you again you need to get in front of them again remind them that's why advertising toward ward is is so successful so

3:52that's the first part the second part is that even if you only offer a product or service that people buy once putting your ads in front of those people has a number of advantages even within a conversions campaign firstly if they had a good experience they might interact with the ad they might comment beneath saying um oh this product is fantastic would strongly recommend you go ahead and buy it that sort of thing which is amazing that really helps your conversion rate people do that it also might jog their memory to help them recommend to friends and family so if for example someone has hired you for your service

4:26let's say it's a new kitchen for example getting a new kitchen put into your home and they hired you for that service well advertising that person again is not a bad idea in the slightest because they won't remember oh yeah that company was really good we love our new kitchen i i know a friend of mine or my sister or whatever is is thinking about getting some work done to their home and getting a new kitchen put in place i'll i'll i'll send over the details i'll forward this on i'll tag them in the ad i'll make sure they're aware of this company if people have had a good previous

5:00experience from you putting your ad in front of them will help trigger for some not a huge amount of these people obviously but for some that impetus to make that referral make that recommendation and then the other point i want to mention that's sort of on the on the one side of the positives you get from it the other reason why you may not want to exclude previous purchases is because the the perceived downsides are actually really really small so a lot of people don't want to advertise to previous customers because they think it's a waste of money but realistically the percentage of your budget that is going to be spent

5:38on your previous customers is absolutely tiny i mean and if you're advertising to cold audiences here the amount of people that are previous customers let's say if you're advertising to two million people unless you're an enormous business is tiny so it's only gonna take up a fraction of your budget so this whole like i don't want to waste a lot of money advertising people i don't need to advertise to is not really true it might take up one percent of what you're spending on your facebook ad campaigns so if that is wasted so and i would argue it's not wasted okay so that's the other side of it so i

6:14mentioned there are a few scenarios where you do want to exclude previous customers exclude previous purchases the first is if you have tremendous market saturation so let's say you're for example you're advertising in a local area and you would estimate that perhaps 20 of the people that you're potentially advertising to have already bought okay then maybe you want to think about it this sometimes happens as i said there's more perhaps with local businesses because you've got much smaller audiences but it could be a local experiential business it could be a you know like a restaurant for example you've done lots of advertising and you know that so many people have come in

6:51and all that sort of stuff okay that might be a scenario in which i would entertain excluding um previous customers the other scenario is and this is probably the more the more pressing case where you do want to do it is if you've got a whole bunch of people that have bought a product or service from you for let's say a certain price and you're running a new deal a new discount or something that you think might annoy previous customers um you don't want people commenting being like i bought this full price and people get annoyed at that sort of thing so in that sort of scenario if you're

7:25now running like a if it's a small discount people understand that sometimes this discounted price is not a big deal but if it's like a really big aggressive discount people have bought you know if you're offering a 70 off black friday sale do you want to advertise that to people that have already bought it for 100 of the price that's a big discount maybe you want to exclude them there okay but by default you don't want to exclude previous customers to be honest i'm not a big fan of exclusions full stock when it comes to facebook campaigns i don't think they tend to perform as well it seems to get

7:52in the way of facebook's optimization processes and machine learning processes so i don't like including exclusions and even as i said um i can see why people want to exclude existing purchases they want to exclude previous customers but it is not something that i typically do except for rare cases like what i just mentioned okay hopefully that's been useful before you go couple of things i want to quickly mention the first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and in this webinar i break down three different sales funnels that you can use for very different types of

8:26businesses there's no one-size-fits-all with facebook ads and i break those sales funnels down in into their steps so you can follow along you can see all right i've got this type of business i want to use this sales funnel how does it work i'll show you exactly how to do this webinar it's completely free link is in the description video description below which strongly recommends you check it out it's about 60 70 minutes long i think it'd be well well worth your time i said completely free the other thing i want to mention is youtube channel membership so you can now become a member of my youtube channel and

8:52members get certain perks like priority reply to comments i'm prioritizing replying to member comments they also get to have a say in what content i create next it's a small monthly fee to become a channel member if you click on the join button beneath this video that'll bring up a window that shows you um information all about how it works and all that sort of stuff um so if you do want to support my channel you appreciate the content i create that's a great way to do it and that would be much appreciated if this video has been useful give it a thumbs up i said don't forget to uh to

9:21subscribe if you haven't already make sure you're staying on the edge of facebook advertising rich stuff and not falling into into facebook ads mistakes traps because there's a whole load of them that can really jeopardize your results and comment below comment below to let me know with you become a member or not comment below with questions i see them all i get to as many as i can and yeah i'll talk to you soon thanks guys bye for now