Overview
With Klaviyo's Google Ads and Facebook Advertising integrations, you can convert Klaviyo segments into relevant audiences. Then, target these audiences across web pages, in Google search, in Youtube videos, on Facebook and Instagram, and more. Let's dive into a few tried-and-true segment definitions to test out yourself.
Note that you can also sync Klaviyo lists to Google and Facebook. However, using segments helps you achieve more specific targeting, which will likely lead to better ROAS.
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
Winback
Target customers who haven’t purchased in a while with an ad. For instance, you may promote trending items or a special sale that draws them to your store again.
Recommended definition:
- What someone has done (or not done) > placed order > at least 1 > over all time, AND
- What someone has done (or not done) > placed order > 0 times > in the last 180 days
You can also use predictive analytics to target someone who purchased in the past but are unlikely to do so again to remind them to return to shop and reduce churn for your business. Klaviyo generates a churn risk prediction ranging from 0 to 1 (with 1 being likely to churn, and 0 being unlikely to churn; so, if someone has a score of 0.9, it means there's a 90% chance they will churn).
Recommended predictive analytics definition:
- What someone has done (or not done) > placed order > at least 1 > over all time, AND
- Predictive analytics about someone > churn risk > is at least 0.5
Note that you will only see the predictive analytics section on profiles if your Klaviyo account meets specific conditions. Moreover, you must reach out to Klaviyo Support in order to add churn risk to your segments.
Preference-specific shoppers
Target customers with a direct interest in the content of your ad campaign using properties about them that you’ve previously collected in Klaviyo. For example, say you launch a new makeup kit and host a quiz on your site that matches customers with the best color palette for them. You can segment shoppers and target them with ads that match the colors associated with their profiles. You may also use date-specific milestones, like birthdays, due dates, anniversaries, etc. to better understand what time of the year someone is likely to shop for certain products.
Recommended definition:
- Properties about someone > property (e.g., color palette) equals value (e.g., pink-purple)
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
Cross-sell
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)
Cross-channel
Target those who you are already reaching by email or SMS who have not yet purchased from that campaign. Send them a relevant ad that reinforces the message and has a similar call-to-action to remind them of this deal or promotion.
Recommended definition:
- What someone has done > placed order > 0 times > in the last 14 days, AND
- What someone has done > received email > at least 1 > in the last 14 days, OR
- What someone has done > received SMS > at least 1 > in the last 14 days
Alternatively, you can replace "14 days" with however long it has been since you sent a specific email or SMS.
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 again 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 or Facebook.
Potential VIPs
These customers purchased recently, but not frequently enough nor at a high monetary value to be considered VIPs. Focus on increasing their purchase frequency or average order value by promoting bestsellers and popular or related products. If you run a special VIP program, you can even let them know that they are close to qualifying for exclusive offers.
Recommended definition:
- What someone has done (or not done) > placed order > is greater than X > in the last 90 days, AND
- What someone has done (or not done) > placed order > is less than Y > in the last 90 days
Former VIPs
Target customers who were once on your VIP list, but haven’t engaged with your brand recently. This may remind them of the value of your brand and bring them back to VIP status with another purchase.
Recommended definition:
- Predictive analytics about someone > historic CLV > is at least X, AND
- What someone has done (or not done) > placed order > equals 0 > in the last 180 days
Re-engagement
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