Forgetting This One Critical Thing Can Drain a Facebook Ad Campaign of Profits

Having trouble getting the ROI you were going for out of your Facebook ad campaigns?

The secret to upping your profits could actually be pretty simple.

As with many things related to Facebook advertising, it's all about targeting.

Facebook has a fantastic selection of targeting options, and one of them in particular could be the key to getting more out of your ad spend.

On Facebook, you can actually opt to exclude people from your audience if they've already converted on whatever particular offer you're promoting. After all, why spend money to show them something they've already seen and acted on?

Facebook's Custom Audience feature can allow you to eliminate those who already converted, saving some money in the process. Whether you're offering a white paper in exchange for email addresses, or advertising a limited-time discount on a product, excluding “converted” from your target audience is just good common sense.

In a recent blog post, AdEspresso explains exactly how to do this.

Exclude “converted” from your target audience

Another way to expand your campaign’s reach without breaking the budget is optimizing your Facebook target audiences.

It doesn’t make sense to keep delivering the same ads to a person who has already converted on the offer. These leads should be moved to the next stage of your marketing funnel and targeted with new messages.

For example, if you’re promoting a free eBook and someone downloads it, you shouldn’t spend additional ad budget on displaying your ad to this person again.

Instead, you can create a Facebook Custom Audience of the converted and exclude them from your campaign’s audience.

[image source: AdEspresso]
To exclude past converted from your Facebook audience:

Create a Custom Audience of people who have visited specific web pages (e.g. your thank you page or a blog article)
Use the EXCLUDE feature when setting up your ad campaign to stop targeting people who have already converted on this particular offer.

You can learn more about optimizing your Facebook Ad campaigns over at AdEspresso, including nine more tweaks that can make a big difference.