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.
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