5-audiences-you-should-exclude-from-your-ppc-campaigns

With the blurring of match type accuracy, PPC has become more about audience targeting than ever before. Ad platforms offer almost infinite ways to slice and dice audiences to reach the perfect customers for your brand.

As you build an audience strategy, identifying the people you don’t want to target is just as important as finding the people you do want to reach. Negative audiences help reduce wasted spend, ensure people see the right messaging at the right stage of the funnel, and prevent weary shoppers from being retargeted with products too many times.

In this article, I’ll share five audiences you should consider excluding from some or all of your PPC campaigns.

Job seekers

If job applicants are coming to your outdoor gear site simply to look for open positions, chances are they’re probably not in the market for a new backpack. So you don’t want to waste retargeting spend showing them ads for your latest sale.

You can generally identify these people by building a URL-based audience for the Careers page on your site. If you link to a third-party site for job applications, see if you can pixel that site, or track clicks to that site as a Google Analytics event to then build an audience for exclusion.

Current customers

Current customers fall under the PPC industry’s favorite “it depends” category. Depending on your business model, you may want to exclude current customers from all campaigns.

You can create the audience for exclusion by uploading a customer match list of emails associated with customers. In addition, if your product offers a web-based login, you can build a retargeting audience based on people who have accessed pages that would indicate their status as a paying customer.

In some cases, you may want to continue to target existing customers. For instance, some software clients I work with have opportunities to upsell current customers on additional features. You may want to segment customers so they aren’t included in campaigns related to Product A, which they already pay for, but include them in campaigns related to Product B.

Along the same lines, e-commerce brands often find value in recurring revenue from people who bought in the past. You can segment past purchasers into their own audiences to see how these individuals perform and bid accordingly.

Support seekers

If people are browsing support pages, they’re more than likely existing customers looking for help using your product, not shopping for your product. You can build retargeting audiences based on URLs associated with the support section of your site and exclude these from campaigns.

Of course, nuances apply, as in other instances, where you may want to target existing customers in some cases. For example, people looking for support with one product could be upsold on an additional add-on. Or if you offer premium support you can promote that opportunity through remarketing.

Past converters

Your strategy for targeting or excluding past converters (not necessarily customers, but people who have engaged with a conversion action such as submitting a contact form) will also depend on your business goals. As one example, say you have a multi-step funnel for working people up to the point of sales.

At the initial point of contact, people are offered an asset in exchange for their information. After submitting the form, you can then add them to a retargeting list based on hitting the “thank you” page for that asset.

Next, you exclude them from the asset campaign, since they already have the asset in hand, but add the audience to another campaign where the call-to-action is to schedule a product demo. You can then ensure you’re not duplicating messaging for something they’ve already seen (annoying them and likely wasting your money) but instead moving them to take the next step of raising their hand for interest in your product.

Retargeting audiences in non-retargeting campaigns

If you’re running dedicated retargeting campaigns, make sure you’re not also still reaching the same people in other campaigns. This setup allows both data and ad messaging to stay properly segmented by audience.

For instance, you may be running an interest targeting campaign on Facebook. People who come to your site from that campaign are added to a retargeting audience and served separate messaging, but also still fall under the original interests audience. You’ll want to add the retargeting audience as an exclusion in the interest targeting campaign to keep from duplication.

Start refining your audiences

While this article offers five examples of potential negative audiences, you may brainstorm others as you think through your marketing approach and the people you do (or don’t) want to see your ads. Stop wasting money on the wrong people who won’t convert, and focus your spend toward the right audience!


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Tim Jensen is a campaign manager at Clix Marketing. With over 8 years of experience in the digital marketing industry, Tim has worked with both B2B and B2C accounts in a wide variety of industries. While comfortable managing ads across all major platforms, he’s particularly intrigued with the crossover between analytics and PPC.



157 comments

  1. I all the time used to read piece of writing in news papers but now as I am a
    user of net thus from now I am using net for articles or reviews, thanks to web.

  2. What’s up everyone, it’s my first pay a visit at this web page,
    and paragraph is truly fruitful designed for me, keep up posting these types of articles or reviews.

  3. Fascinating blog! Is your theme custom made or did you download it from somewhere?
    A theme like yours with a few simple adjustements would really make my blog shine.
    Please let me know where you got your design. Thank you

  4. Hey would you mind sharing which blog platform you’re
    working with? I’m looking to start my own blog in the near future but I’m having a hard time making a
    decision between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs and I’m looking
    for something unique. P.S
    Apologies for being off-topic but I had to ask!

  5. Hey there! I know this is kind of off topic but I was wondering if you knew where I could locate
    a captcha plugin for my comment form? I’m using the
    same blog platform as yours and I’m having trouble finding one?
    Thanks a lot!

  6. Yesterday, while I was at work, my sister stole my apple ipad and tested to see if it can survive a twenty five foot drop,
    just so she can be a youtube sensation. My apple ipad is now broken and she has 83 views.
    I know this is completely off topic but I had to share
    it with someone!

  7. Wow that was strange. I just wrote an incredibly long comment
    but after I clicked submit my comment didn’t show up.
    Grrrr… well I’m not writing all that over again. Anyways, just
    wanted to say wonderful blog!

  8. Right here is the right web site for anybody who really wants to understand this topic.
    You realize so much its almost tough to argue with you (not that I really will
    need to…HaHa). You definitely put a new spin on a subject that has
    been discussed for a long time. Excellent stuff, just great!

  9. you’re really a just right webmaster. The website loading pace is amazing.
    It sort of feels that you’re doing any distinctive trick.
    Also, The contents are masterpiece. you have done a wonderful activity in this topic!

  10. Definitely believe that that you stated. Your favourite justification seemed to be on the web
    the easiest thing to take into accout of. I say to you, I definitely get irked even as other folks consider issues that they plainly do not understand about.
    You controlled to hit the nail upon the top and outlined
    out the entire thing without having side effect , other folks can take a signal.
    Will probably be back to get more. Thanks

  11. Pretty nice post. I simply stumbled upon your weblog and wished to mention that I have really loved browsing your weblog posts.
    After all I will be subscribing to your rss feed and I am hoping you write again very soon!

  12. Hi there this is kinda of off topic but I was wondering if blogs use WYSIWYG editors
    or if you have to manually code with HTML.
    I’m starting a blog soon but have no coding expertise so I wanted to get advice from someone with
    experience. Any help would be enormously appreciated!

  13. Hello There. I found your weblog the use of msn. This is a
    really neatly written article. I will make sure to bookmark it and return to learn extra of your helpful info.
    Thank you for the post. I’ll certainly comeback.

  14. Every weekend i used to visit this website, for
    the reason that i want enjoyment, since this this web site conations truly good funny data
    too.

  15. Good day! This post could not be written any better!
    Reading through this post reminds me of my previous room mate!
    He always kept chatting about this. I will forward this page to him.
    Fairly certain he will have a good read. Thanks
    for sharing!

  16. Right now it sounds like Drupal is the preferred blogging platform available right now.
    (from what I’ve read) Is that what you’re using on your blog?

  17. Thanks for your personal marvelous posting! I definitely enjoyed reading it, you could be a great
    author.I will make certain to bookmark your blog and will eventually come back in the future.
    I want to encourage you to definitely continue your great writing,
    have a nice afternoon!

  18. You actually make it appear so easy along with your
    presentation but I find this topic to be actually something which I
    believe I would by no means understand. It kind of feels
    too complicated and very wide for me. I’m having
    a look ahead on your next publish, I will attempt to get
    the dangle of it!

  19. Hey there just wanted to give you a quick heads up and let you know a few of the pictures aren’t loading properly.

    I’m not sure why but I think its a linking issue.
    I’ve tried it in two different browsers and both show the same outcome.

  20. I think the admin of this web page is truly working hard for his website, since here every data is quality based information.

  21. When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time
    a comment is added I get four e-mails with the same comment.
    Is there any way you can remove people from that service? Thanks!

  22. I was curious if you ever thought of changing the page layout of your site?
    Its very well written; I love what youve got to
    say. But maybe you could a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having one or 2 images.
    Maybe you could space it out better?

  23. Woah! I’m really digging the template/theme of this website.
    It’s simple, yet effective. A lot of times it’s hard to get that “perfect balance” between usability and visual appearance.
    I must say you have done a amazing job with this.
    Also, the blog loads extremely fast for me on Chrome. Outstanding Blog!

  24. I do agree with all of the ideas you have presented on your post.
    They’re really convincing and can definitely work. Still, the posts
    are very short for newbies. May you please lengthen them a bit from next time?
    Thanks for the post.

  25. Great website you have here but I was wanting to know if
    you knew of any discussion boards that cover the same topics discussed in this
    article? I’d really love to be a part of group where I can get opinions from other experienced individuals that share the same interest.
    If you have any suggestions, please let me know.
    Kudos!

  26. I’ll right away clutch your rss as I can’t to find your e-mail subscription link or newsletter service.
    Do you’ve any? Please permit me recognise in order that I could subscribe.

    Thanks.

  27. First off I would like to say wonderful blog!

    I had a quick question which I’d like to ask if you do not mind.
    I was interested to know how you center yourself and clear your head before writing.
    I’ve had a difficult time clearing my mind in getting my ideas out.
    I do enjoy writing but it just seems like the first 10 to 15 minutes are lost just trying to figure out how to begin. Any suggestions or hints?
    Thank you!

  28. Thanks for every other wonderful post. The place else could anybody
    get that type of information in such a perfect means of
    writing? I have a presentation next week, and I’m
    on the search for such information.

  29. I’m not sure why but this site is loading incredibly slow for me.

    Is anyone else having this issue or is it a issue on my end?
    I’ll check back later and see if the problem still exists.

  30. Thanks for the auspicious writeup. It in fact used to
    be a leisure account it. Look complicated to far added agreeable from you!
    By the way, how could we keep up a correspondence?

  31. I like the valuable information you provide in your articles.

    I’ll bookmark your weblog and check again here regularly.
    I am quite certain I will learn plenty of new stuff right here!
    Good luck for the next!

  32. After checking out a number of the blog articles on your blog,
    I truly appreciate your technique of blogging. I saved as
    a favorite it to my bookmark webpage list and will be checking
    back soon. Take a look at my web site too and tell me how you feel.

  33. I needed to thank you for this excellent read!! I certainly loved every little bit of
    it. I have you saved as a favorite to look at new
    things you post…

  34. Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something.

    I think that you can do with a few pics to drive the message home a little bit, but other than that, this is great blog.
    A great read. I will definitely be back.

  35. It is perfect time to make some plans for the future and it’s
    time to be happy. I have read this post and if I could I desire
    to suggest you some interesting things or tips. Perhaps you can write next articles referring to this article.
    I desire to read even more things about it!

  36. Hey I know this is off topic but I was wondering if you knew of any
    widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some
    time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading your blog
    and I look forward to your new updates.

  37. An impressive share! I have just forwarded this onto a coworker who was conducting a little homework on this.
    And he in fact ordered me dinner due to the fact that I
    stumbled upon it for him… lol. So allow me to reword this….

    Thank YOU for the meal!! But yeah, thanx for spending some time to discuss this
    matter here on your website.

  38. With havin so much content do you ever run into any issues
    of plagorism or copyright infringement? My website has a lot of unique content I’ve either created myself or outsourced but
    it looks like a lot of it is popping it up
    all over the internet without my authorization. Do you know any solutions to
    help prevent content from being ripped off? I’d genuinely appreciate it.

  39. I’m not that much of a online reader to be honest but your sites really nice, keep it up!
    I’ll go ahead and bookmark your site to come back in the
    future. Many thanks

  40. Attractive element of content. I simply stumbled upon your site and in accession capital to
    claim that I acquire actually loved account your weblog posts.

    Anyway I will be subscribing to your feeds and even I achievement you get right of entry to constantly quickly.

  41. We are a group of volunteers and starting a new scheme in our community.
    Your web site provided us with valuable info to work on. You’ve done an impressive job and our entire community will be grateful to you.

  42. Hi! I could have sworn I’ve been to this blog before but after browsing through some of the post I realized it’s new to me.
    Nonetheless, I’m definitely happy I found it and
    I’ll be bookmarking and checking back frequently!

  43. Write more, thats all I have to say. Literally, it seems as though you relied on the
    video to make your point. You definitely know what youre talking about, why waste your intelligence on just posting
    videos to your blog when you could be giving us something informative to read?

  44. We are a group of volunteers and opening a new scheme in our community.
    Your web site provided us with valuable info to work on. You’ve
    done an impressive job and our whole community will be thankful to you.

  45. Thanks on your marvelous posting! I certainly enjoyed reading it, you
    might be a great author. I will make sure to bookmark your blog and will come back sometime soon. I want
    to encourage one to continue your great job, have a nice holiday weekend!

  46. Have you ever considered about including a little bit more than just your articles?

    I mean, what you say is important and everything. But think of if
    you added some great images or video clips to give your posts more,
    “pop”! Your content is excellent but with images and videos, this website could certainly be one of the
    very best in its niche. Good blog!

  47. We absolutely love your blog and find almost all of your post’s to be
    exactly what I’m looking for. Do you offer guest writers to
    write content for you personally? I wouldn’t mind producing a post or elaborating on a number of the subjects you
    write in relation to here. Again, awesome weblog!

  48. I was wondering if you ever thought of changing the layout of your blog?
    Its very well written; I love what youve got to say. But maybe you could a little more in the way of
    content so people could connect with it better. Youve got an awful lot of text for only
    having 1 or two pictures. Maybe you could space it out better?

  49. Its such as you learn my thoughts! You seem to grasp a lot approximately this, such as you wrote the guide in it or something.

    I feel that you simply could do with some % to force the message house a bit, but instead of that,
    this is excellent blog. A great read. I will certainly be back.

  50. I know this if off topic but I’m looking into starting my own weblog and was wondering what
    all is needed to get set up? I’m assuming having a blog
    like yours would cost a pretty penny? I’m not very web savvy so I’m not 100% certain. Any tips or advice would
    be greatly appreciated. Cheers

  51. Wow, amazing blog layout! How long have you been blogging
    for? you make blogging look easy. The overall look of your website is wonderful, let alone the content!

  52. Very good blog! Do you have any recommendations for aspiring writers?
    I’m hoping to start my own website soon but I’m a little lost on everything.
    Would you suggest starting with a free platform like WordPress or go for a paid option? There are so many options out there that I’m completely confused ..
    Any ideas? Bless you!

  53. Excellent website you have here but I was curious about if you
    knew of any message boards that cover the same topics discussed here?
    I’d really like to be a part of group where I can get responses from other experienced people that share
    the same interest. If you have any suggestions, please
    let me know. Kudos!

  54. My spouse and I absolutely love your blog and find many of your post’s to be exactly I’m looking for.
    can you offer guest writers to write content available for you?
    I wouldn’t mind composing a post or elaborating on many of the subjects you write regarding here.
    Again, awesome web site!

  55. Good day! This post couldn’t be written any better! Reading this post reminds me of my previous
    room mate! He always kept chatting about this.
    I will forward this article to him. Pretty sure he will have a good read.
    Thank you for sharing!

  56. Fantastic goods from you, man. I have understand your
    stuff previous to and you are just extremely magnificent. I really like what you’ve acquired here, certainly like
    what you are stating and the way in which you say it.
    You make it entertaining and you still take care of to keep
    it smart. I can not wait to read much more from you.
    This is actually a terrific site.

  57. Everything is very open with a really clear explanation of the
    challenges. It was definitely informative. Your site is extremely helpful.
    Thank you for sharing!

  58. I love what you guys are usually up too. This type
    of clever work and reporting! Keep up the wonderful works guys I’ve added
    you guys to my blogroll.

  59. My partner and I stumbled over here by a different web page and thought I
    might as well check things out. I like what I see so i am just following you.
    Look forward to going over your web page again.

  60. naturally like your web site but you have to test the spelling on quite a few of your posts.

    Several of them are rife with spelling problems and
    I find it very troublesome to inform the truth nevertheless I will surely come again again.

  61. I need to to thank you for this wonderful read!! I definitely loved every little bit of it.
    I have you bookmarked to look at new things
    you post…

  62. I’m now not positive where you are getting your
    info, however great topic. I must spend a while learning much more or understanding more.

    Thank you for excellent info I used to be looking for this info for my mission.

  63. Wow, this article is fastidious, my younger sister is analyzing these kinds of things, thus I am going to
    let know her.

  64. Fine way of describing, and nice article to take information on the topic
    of my presentation topic, which i am going to present
    in academy.

  65. Greetings! This is my first visit to your blog!
    We are a team of volunteers and starting a new initiative in a community in the same niche.
    Your blog provided us valuable information to work on. You have done a
    outstanding job!

  66. Hi there, I discovered your web site by way of Google
    while searching for a comparable matter, your website got
    here up, it seems to be great. I have bookmarked it in my google bookmarks.

    Hello there, simply become alert to your blog through Google, and located that it’s truly informative.
    I am gonna watch out for brussels. I’ll appreciate in case
    you proceed this in future. A lot of people will probably be benefited from your writing.
    Cheers!

  67. I do not know if it’s just me or if perhaps everyone else encountering issues with your blog.
    It looks like some of the written text on your content are
    running off the screen. Can somebody else please provide feedback and let me know if this is happening to them too?
    This might be a issue with my internet browser because I’ve had
    this happen previously. Appreciate it

  68. Howdy! Do you use Twitter? I’d like to follow you if that
    would be ok. I’m absolutely enjoying your blog and look forward
    to new posts.

  69. Hey There. I found your blog using msn. This is an extremely well written article.
    I’ll make sure to bookmark it and come back to read more of your useful info.
    Thanks for the post. I will certainly comeback.

  70. Currently it seems like Drupal is the best blogging platform available right now.

    (from what I’ve read) Is that what you’re using on your blog?

Leave a Reply

Your email address will not be published.