The art of exclusion

Often the key to a successful campaign is not what you have added into the targeting setting, but what have you exclude.

Bridal house should target couples, and exclude married ones. If you wish to achieve evergreen campaign, exclude those who have taken specific action, such as watched your video up to 10 seconds.

You may not be able to accurately pin point those married couples who stays with their family, but you can exclude those who stays away from family.