Enable the integration
Before you go any further make sure your integration is enabled and all of your settings are configured to your liking. That way, you can hit the ground running with content creation. If you need assistance, refer to Set up the Meta ads integration.
Best practice #1Set clear objectives for your ad
Your ad strategy is most effective when you’re designing with the end goal top of mind. Luckily, Meta will help you narrow your focus with their ad objectives.
1. Define your end goal
Before any content creation, you first have to discern your end goal; what do you ultimately want your ad to do? You may want to drive sales for a new product launch, or grow your list of email subscribers. Having only one main goal per ad will help you craft a more personalized and effective ad. When you have your a goal in mind, you’re ready to get started.
2. Select your ad objective
There are 6 ad objectives you can choose from in the Meta Ads Manager: Awareness, Traffic, Engagement, Leads, App promotion, Sales. Select an objective that best aligns with your end goal; when you do so, Meta will help promote your ad appropriately to drive the most results for that objective.
Build strategic audiences
Once you’ve narrowed down your end goal and ad objective, it’s time to define and create audiences that will drive the engagement you’re looking for.
1. Define your ideal audience
First think about what you want to communicate, and who is most likely to be receptive to that message. If you’re promoting a new product drop, you might show your ad to people who’ve purchased similar products in the past, since they’re likely to be interested in your new one.
2. Identify and build Klaviyo lists and segments
In Klaviyo, create lists and segments of profiles who encompass your ideal audience. Some key profiles to include are profiles who are no longer engaging with your marketing or are suppressed, since you can no longer reach them via your Klaviyo channels. Try targeting them on Meta instead as a re-engagement effort.
3. Create custom and lookalike audiences in Meta
You can sync Klaviyo lists and segments to Meta as custom audiences, which you can then use to target these same profiles across Meta with ads. To gain new leads, ask Meta to generate lookalike audiences based on custom audiences to promote your ad to new potential customers.
Create engaging, impactful ads
The design of your Meta ad is crucial for driving engagement. Learn how to strategically format and design ads that drive progress toward your goal.
1. Select your ad format and location
In Meta, you can choose from 4 main formats for your ad: image, video, carousel, and collection. Select one that best supports the delivery of your message. Then, choose a placement across Meta’s channel (e.g., Instagram story, Facebook feed), to showcase your ad and engage social users.
2. Apply design best practices
Craft your ad with design best practices front of mind, such as: optimizing for mobile, being concise, identifying a clear call-to-action (CTA), staying true to your brand voice, embracing short-form video, and experimenting with A/B tests.
3. Set up your lead ads to sync with Klaviyo lists
If you’re running lead ads, ensure they’re synced with the appropriate Klaviyo list. As soon as users submit your instant form, they’ll automatically flow into Klaviyo for you to begin targeting them with engaging follow up messages.
Analyze your performance and continue iterating
Consistently monitor your marketing efforts and adjust your strategy accordngly, so you can drive the most impact for your audience.
1. Analyze your ad performance in Meta
You can analyze your ad performance directly in Meta; view metrics related to performance, engagement, conversions, and your settings. These will give you a sense of how Meta users are interacting with your ad.
2. Explore key metrics in Klaviyo
In Klaviyo, you can focus on a few key areas for Meta ad performance. If your end goal was to drive sales for a specific product, create a product performance report to gauge impact since you launched your Meta ad. You can also view performance for your Meta-specific segments, or Meta-specific automated flows.
3. Improve upon your ad strategy
When you identify areas for performance improvement, A/B test your ads to better understand what resonates with your audience. You may need to try different formats and ad placements, adjust your ad targeting, or ensure your CTA is clear.