108 – Meta Ads 101 – How to Use Exclusion Lists in Meta Ads to Boost ROI (Part 2 of 4)
Apr 1, 2025
Dive into the world of Meta Ads as the host explores the power of exclusion lists. Learn how separating audiences—like single-game buyers from season ticket holders—can stretch your ad dollars. Discover practical strategies to avoid marketing to past purchasers, reducing ad fatigue and increasing relevance. Uncover the benefits of layering exclusions for precise targeting, saving your budget while boosting ROI. This informative discussion provides clear steps to refine your ad approach and enhance campaign efficiency.
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volunteer_activism ADVICE
Separate Your Ticket Buyer Lists
Separate your ticket buyers into distinct lists, like single-game buyers and ticket plan holders.
Exclude past ticket plan holders from campaigns promoting new ticket plans to avoid wasted ad spend.
volunteer_activism ADVICE
Exclude Past Buyers to Save Budget
Exclude past ticket plan holders from your ad targeting to save your ad budget.
This prevents ad fatigue and increases your ads' relevance scores to boost ROI.
volunteer_activism ADVICE
Use Multiple Exclusion Lists
Use exclusion lists not only for ticket buyers but also for groups and one-time events.
Upload multiple lists and exclude all who have already purchased to avoid wasting marketing dollars.
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In this episode of the Sports Marketing Machine podcast, host Jeremy Neisser continues the Meta Ads 101 series with a practical deep dive into exclusion lists—one of the most underrated ways to stretch your ad dollars and reach the right fans.
Jeremy walks through why every sports team should separate their audiences (like single-game buyers vs. season ticket holders) and how to use Meta’s built-in tools to make sure you’re not wasting money advertising to people who’ve already converted. Whether you're promoting mini-plans, season tickets, or group packages, this episode gives you a clear game plan to refine your targeting and boost your ad performance.
If you’ve ever wondered how to avoid annoying your most loyal fans or throwing budget away on audiences that already bought—this one’s for you.
🧠 Takeaways
Separate your lists: Create distinct lists for single-game buyers and ticket plan holders.
Exclude past purchasers from ads promoting plans or packages.
Helps reduce ad fatigue and increase relevance score.
Boosts ROI by only showing ads to people who haven’t converted.
Exclusions work for more than just tickets—use them for groups, one-time events, and more.
Meta allows layered exclusions, giving you precision control over who sees your ads.
Regularly update exclusion lists to keep your targeting sharp.
Saves budget and increases campaign efficiency.
🔥 Sound Bite
“You're wasting marketing dollars advertising to people who’ve already bought.”
⏱️ Chapters
00:00 – Intro to Episode 108 00:28 – Why Exclusion Lists Matter 02:18 – Setting Up Targeted Campaigns in Meta 06:06 – Real-World Use Cases and Pro Tips
Want to watch how Jeremy builds these campaigns in real time? 🔗 Check the YouTube walkthrough.
Sports Marketing Machine Podcast