What are Google audiences?
With Klaviyo's Google Advertising integration, you can sync Klaviyo segments into Google Ads to target relevant audiences across web pages, in Google searches, in YouTube videos, and more. Let's run through what a Google audience is so that you can get more targeted with advertisements.
Create 5 tried-and-true segments
Now that you understand how Klaviyo's Google Ads integration helps you target key audiences, it's time to build segments that you can target with ads.
Note: You can also sync Klaviyo lists to Google audiences; however, segments help you achieve more specific targeting, which can lead to a better ROAS.
VIP audience
Your VIP customers either shop on your site frequently or spend a lot of money with your brand. Use this segment to target customers who shop from your store often and who are likely to return once reminded. You can even tailor your ad content to showcase your higher-value items since they’ve shown a willingness to spend more money on your brand.
Recommended definition:
- What someone has done > placed order > X times > in the last 90 days, OR
- What someone has done > revenue is greater than > X > in the last 365 days
If you have a loyalty or rewards program integration in Klaviyo (e.g., Swell, LoyaltyLion, Yotpo, etc.), you can create segments based on loyalty/spend tiers and sync those to Google.
Re-engagement segment
Target email or SMS subscribers who have engaged with your campaigns in the past, but have recently disengaged and may need another push to shop from your store. This can be a great way to re-engaged lapsed customers; however, you should monitor your performance closely when targeting this group. Be mindful not to waste ad spend on audiences who are not interested in your content. If performance remains low for this group, then pivot your strategy and target a different, more engaged segment instead.
Recommended email definition:
- If someone is in list > is in Main List, AND
- What someone has done (or not done) > received email > is at least X > in the last 60 days, AND
- What someone has done (or not done) > opened email > 0 times > in the last 60 days
Recommended SMS definition:
- If someone is in list > is in SMS List, AND
- What someone has done (or not done) > clicked SMS > 0 times in the last 60 days
Cross-sell segment
Target customers who bought a specific product in your catalog with an ad that showcases a different but related product. They’ve already shown interest, and are therefore more likely to want this complimentary item.
Recommended definition:
- What someone has done > placed order > at least 1 > over all time > where product equals X, AND
- What someone has done (or not done) > placed order > 0 times > over all time > where product equals Y (this would be the product you’re trying to get them to buy)
Window shoppers
Re-engage inactive site visitors who have looked through your site, but have never purchased. You may target them with a search ad that aligns with the content they’ve been browsing, or relevant display ads featuring items they’ve viewed to spur a first purchase.
Recommended definition:
- What someone has done (or not done) > viewed product > in the last week, AND
- What someone has done (or not done) > placed order is 0 > over all time
Cart abandoners
Promote your ad to customers who started a checkout in the past 7 days, but haven't placed an order. Your ad should echo the message you provide in an abandoned cart flow, and you can even add an extra discount to encourage them to complete their checkout.
Recommended definition:
- What someone has done (or not done) > started checkout > at least 1 > in the last week, AND
- What someone has done (or not done) > placed order > 0 times in the last week
Bonus tip: Identify even more segments to target with Google ads in our rapid resource: Identify segments to target with paid advertising.