How to build a Google audience in Klaviyo
Google audiences allow you to target set groups across the Google ecosystem (Gmail, Youtube, Google search, etc.). The more relevant your ad content is to your audience, the more likely they will convert and successfully complete the ad objective. You can even build an audience to exclude from specific ad campaigns and groups in Google.
Before getting started, make sure you have the following action items completed:
- Integrate Klaviyo and Google Ads
- Create a Klaviyo segment or list to sync to a Google audience
Step-by-step guide
Prefer written steps? We've got you covered. Here are the 3 steps you need to complete to build a Google audience.
Build a Google audience in Klaviyo
In Klaviyo, you can either create an audience when you first integrate with Google Ads, or later by returning to your Google Ads integration in Klaviyo.
To create a new audience after your integration has been set up:
- Select your account name in the lower left of your Klaviyo account.
- In the menu that appears, select Integrations.
- Scroll down to find your Google Ads integration.
- Click View Settings.
- Under Connections, click +Add connection, and select a Klaviyo list or segment to connect with a new or existing Google audience.
When syncing Klaviyo lists or segments to Google audiences, keep in mind that you cannot select the same Google audience for multiple Klaviyo lists or segments, and vice versa; rather, this should be a 1:1 sync.
While you can sync a Klaviyo list or segment of any size through the integration, Google has limits to how large an audience must be in order to target them.
- To target an audience with display ads, your segment must have a minimum of 100 active visitors or users within the last 30 days.
- To target an audience with search, Youtube, or discover ads, your segment must have a minimum of 1,000 active visitors or users within the last 30 days.
Access your new audience in Google
After syncing a new audience from Klaviyo, you can then view the audiences in Google Ads Manager. To do so:
- Click Tools and settings in the upper menu.
- Select Shared Library > Audience manager.
Understand content targeting in Google
In addition to audiences, Google Ads allows you to target customers based on the content and settings within your account.
Here are a few ways to get even more targeted in your ad account:
- Topics: Set an ad to appear on multiple pages that Google has determined share a specific theme (e.g., same page structure, language, or copy).
- Placement: Target audience members with ads on the specific websites (or portions of a website) that they tend to visit or interact with most.
- Content keywords: Target users based on the specific words (i.e., keywords) they tend to search for.
- Display expansion for search: Allow Google to find the highest value users (based on automated bidding and smart targeting) for you to show your search and display campaigns to.
Learn more about any of the above options on the Google Help Center.
You can also re-target someone who has interacted with ad content but who has yet to convert. This can be helpful as you can encourage someone who expressed interest in your brand, but who had to abandon their search previously (perhaps they forgot, got distracted, etc.). This can remind them of the value of your brand and spur a purchase.
Now that you know how to create Google audiences, get creative with who you target and what content you promote. Build well-designed and relevant ad content that will resonate with them and drive conversions.