Weave Klaviyo data into the paid ad journey
An ad to the right person at the right time can be just what your brand needs to spur an instant conversion. With social data now in Klaviyo, your ad targeting capabilities are even more robust than ever before.
Let’s break down how to effectively use Klaviyo social marketing data to transform your ad strategy.
Now that we’ve discussed best practices for using Klaviyo to enhance your ad strategy, let’s flip the script: How can you adjust your Klaviyo campaign and flow strategy based on ad engagement?
Build a distinct lead ad welcome flow
When someone subscribes through a lead ad, they've already engaged with your brand in a paid social context. A generic welcome flow misses that signal. Let’s walk through how to meet (and even exceed) customers’ expectations with a robust lead ad welcome series.
Follow these steps to implement your lead ad welcome series:
- Build distinct paths for paid social vs. other sources
Update your omnichannel welcome flows to include unique pathways based on how recipients entered your list, in this case, adding a split for whether or not someone filled out a lead ad. Once a lead ad form is submitted, say on Facebook or Instagram, the information syncs to Klaviyo in real time, so anyone who found you via this channel will proceed down the right path. - Follow through on any offerings from your ad
Typically, lead ads offer exclusive value, such as early access to a new collection, ebooks, or consultations. Tailor your messages to align with that specific offer, ensuring a cohesive brand introduction that doesn’t disappoint. - Build a unique path of messages based on ad interest
Feature unique content that responds to their specific interests. For instance, if this lead ad offered a downloadable runner’s handbook to shoppers, you can get more tailored in what content recommendations you send next, spotlighting gear and clothing for runners and a unique discount code.
Build omnichannel campaigns that speak to ad campaigns
Aligning your omnichannel campaigns with your paid social ads will ensure a cohesive customer journey…and maximize your return on ad spend! How so?
By using centralized customer data, you can better target users who have shown interest via a lead ad with relevant follow-up messages across channels, driving them toward conversion again and again.
Let’s break down this approach into steps:
- Segment by Lead Ad event
Create targeted segments using the "Filled Out Lead Ad" event to capture prospects who have shown interest, enabling highly specific, immediate follow-up messaging. You can use this segment to target your Klaviyo campaigns (across channels) and to upload into social channels as custom audiences for further targeting. - Develop omnichannel nurture campaigns on the ad topic
Deliver a campaign sequence that continues the conversation and stays on topic. So, if the ad was about running, target those who submitted it with future campaigns focused on running-related content (e.g., new sneaker launches, running-themed merchandise, blog posts written by runners, etc.). - Conversion-based ad amplification
After an initial nurture period, if the prospect has not yet converted, re-engage them with a conversion-based ad, often leveraging social media as a final, effective nudge. Over time, as you have ads tied to sales seasons, show this group ad copy that speaks to their engagement and interests.