6 Common Targeting Mistakes with Meta Advertising

[@RobertSysloJr]

Just found you and you are a godsend. I really like your positive viewpoint on meta and how you talk about how the system is not what others think it is, but what it actually is and its operation - totally applicable and practical. Well done.

[@GabrielTorres1974]

Thanks. Your video helped me. I was stuck on the old method of finding an audience not realizing that Advantage+ does that for me and I need to focus on other metrics.

[@WakeUpGirlandPushThrough]

I truly must say, that this video is by far the BEST on KZbin. My mindset has been so stuck on the "2020" way of running ads, that I couldn't seem to shake it and learn what to do differently. I would get so many warnings about ad set overlap and recommendations of "if you change this, this would help"...(But I never knew what to trust), and on top of that I would get even more confused when I reached out to a Meta rep for them to help walk me through it. In this ONE video alone you have SOLVED every issue that changed how we ran ads back in the day, ( which forced us to figure things out Post IOS 14.5.) For like 4 years, I have been stressed and just spending spending spending... I'm so grateful for the time that you spent to give us CLEAR examples of what not to do anymore... and "WHY." Please Please Please keep these videos coming... WE NEED IT! (well I certainly do, lol)

[@WakeUpGirlandPushThrough]

Also, one question, about the first point that you mentioned about excluding customers who purchased already. Should we NOT exclude them on the original prospecting ad set or yes, EXCLUDE them (just don't have a separate remarketing/retargeting ad set), because it drives cost up. If you could clarify that, it would help me bunches.

[@JonLoomer]

Thank you SO MUCH for the kind words, Shantia! I should clarify about that. You don't necessarily NEED to exclude current customers. It makes sense to exclude them if they can't purchase the product you are promoting a second time. But if it's something that they can purchase again and again (or they purchased something else), by all means include them. In case you didn't see the related blog post on this, it may help clarify some things: jonloomer.com/targeting

[@fasal592]

Can't agree more on the last point you said!! I was getting combine adsets notification after few days of running campaign, now i know why😅

[@HeatherFarris]

Jon, I really don’t want tire kickers. If I’m running lead gen ads (which I am) I don’t want people joining the email list who aren’t truly in alignment with what I want. I also don’t like working with men. So what’s the path? Right now I use an interest, with ages and gender. I’m not using advantage plus. I guess I’m confused. 😅 The one thing I wish I could do is breakdown multiple interests in the reports to see what exactly is converting. So if I combine 5 interest groups which one converts? I can’t tell. Also do you have suggestions on how big an audience should be?

[@JonLoomer]

If you optimize for a conversion of some type, the algorithm will value people who actually convert. Where it becomes difficult is if you optimize for anything further up the funnel. That's when you'll probably want to use the original audience options and limit demographics potentially. Surface level optimization is problematic, generally, already. But your situation could use some guardrails.

[@prathameshpatil9630]

Hey ! What about the ios 14 update ? It shows your ad to your existing customers even though excluding them.

[@basitpunjwani]

It's also important to include a purchasing event from time to time because when a customer makes a purchase and is satisfied, they often leave positive comments. These comments can influence other potential customers to make a purchase after seeing such positive feedback.

[@stevanterzic]

Jon, I appreciate the value! Excellent content. I gotta a quick question: What to do if you have a brand new pixel (as I have)? I have no data on it to optimize for purchases. What i do now is optimize for custom conversion Quality Traffic (3min on page + 75% scroll). However, I think the algorithm is going to only bring me people who do just that, and not actually put in their payments details. Just keep going and buying data? Or do something else? Appreciate your feedback! 🙏 Stevan

[@JonLoomer]

Good question. First, set appropriate expectations that this is going to be more challenging. More data helps get you better and quicker results. Meta is otherwise flying blind or responding to real-time results only. There's always something to test. But I'd still optimize for a conversion where possible and provide some targeting suggestions as a starting point. But it absolutely may take some time. It's a built-in disadvantage for getting good results.

[@stevanterzic]

​@@JonLoomer Ty!😀

[@rafiziabrazak6664]

what happen if we use the advantage + but we dont have pixel data?

[@JonLoomer]

It will have limited historical data to optimize from, beyond prior engagement with your ads.