What does that legalese mean? It means that if you’re utilizing Custom Audiences for your Facebook advertising efforts, you need to be scrubbing your Custom Audiences for opt-outs with the same regularity as your email campaigns.
What About Google Customer Match?
Respect for the User
While Google’s policy might be a bit more technically lenient than Facebook’s it still stands to reason that as marketers, we are trusted with an immense amount of data on the people that have transacted with the companies that we work with. As a result, marketers must take a moment to remind themselves that on the other side of those endless spreadsheets of names, email addresses, phone numbers, etc. are people. People who have actively raised their hand and let us know that they don’t want to receive marketing communications from us should be respected.
From a business perspective, this makes good sense too. If someone has actively disengaged with the brand, they’re a wasted impression who will likely not click-through and convert. In the abstract, this isn’t a problem. One person isn’t going to sink the campaign, however, in the aggregate, over time, a poorly maintained customer data file will sink that campaign. This is particularly a risk if you start creating lookalike audiences based off bad data. If your customer file is full of people that have opted-out, you run the risk of modeling and targeting your efforts towards your worst customers, not your best.
Certainly, we cannot guarantee that people who have opted out won’t see any advertisements for your brand. For instance, they may be doing a relevant Google search and might be exposed to your search ad, or they might see a demographically targeted ad on Twitter advertising your company. These situations are impossible to avoid and you can’t opt out individual people from a display campaign, but you certainly can make sure that you’re not potentially adversely making an impact on their perception of your brand with bad list hygiene.
In short, as with regularly showering, washing your hands, and generally trying to keep the grime at bay, regular list hygiene is important to ensuring the overall health of your marketing efforts.
Our international operations are based in the US and UK. Being intentional in everything we do is our compass to success, time and time again with clients and custom digital solutions. We compete against ourselves, not against the digital marketing industry and other agencies.