Adding exclusions vs tightening your targeting
New to cleaning up an audience? You have two tools, and one is gentler.
Tightening means adding more 'must-have' filters. It shrinks your audience hard and can drop good people by accident.
Excluding means keeping your broad audience but removing specific groups, like current customers, your own employees, or interns and students.
Think of tightening as building higher walls, and excluding as politely turning away a few known faces.
Why it matters: exclusions clean up waste without starving the system of the volume it needs to optimize.
Next step: before you add another filter, exclude your existing customers and your own company so you stop paying to reach them.
B2B Lever
@B2BLever