Google Ads integration - I don't understand what the "Audience" is for.

Forum|Forum|2 years ago
March 19, 2024
4 replies
358 views

Hello,

I am setting up a google integration with Klaviyo to nurture leads. However when integrating w/ google, the setup requires that we select an audience.

I don’t understand what this is for? Our PPC manager is telling me that the Audience isn’t related to the ad or campaign, so I don’t know what to select? or if this even matters?

We are receiving leads from a current ad campaign, however they are not going into Klaviyo from what I can see.

This topic has been closed for replies.

Best answer by Casperackermann

@MikeR00 - the out of box integration is meant to transfer data from Klaviyo to Google, but you can i.e. drive leads from Google using Lead Forms in your advertising using a tool like Zapier. The quality of these leads are, according to our data at Ackermann, of quite high value, but can be difficult to scale.

See more here: https://support.google.com/google-ads/answer/9423234?hl=en

StefanUE

Champion & Partner

@MikeR00 hey, thanks for your question and welcome to the community!

The “Audience” you have to select, or create, is actually a Google Audience, which is a Google Ads equivalent of a Klaviyo segment. Essentially, a group of people which fulfill the same preset conditions (age, location, page browsed...).

Selecting (or creating) an audience allows information to pass from your retargeting segment on Klaviyo (the one on the left side) to pass onto the lookalike audience in Google (the one that confused you).

You can then use that audience in Google Ads to retarget from Klaviyo campaigns or flows. (e.g. a 10% off email goes out to your connected segment in Klaviyo, then you can find anyone that didn’t interact with this email in your connected Google Audience, and show them an ad to try and convert them that way).

For further reading please refer to this Klaviyo Help article about integrating Klaviyo and Google Ads.

Happy to chat further!

Get in touch at https://www.linkedin.com/in/stefan-milicevic-706331137/

Sujal

Expert Problem Solver II

Thanks @StefanUE , great explanation! Just to add, the audience selection acts like a filter, not a campaign targeter within Google Ads. It ensures only relevant leads based on your criteria reach Klaviyo for nurturing.

Sujal Shrestha | www.theklientx.com

M

MikeR00Author

Contributor I

Thanks for these replies, This make more sense now. Is there any way to pass information from

Google ads → Klaviyo using out of the box integration?

or is this only for transferring information from Klaviyo → Google ads ?

CasperackermannAnswer

Champion & Partner

@MikeR00 - the out of box integration is meant to transfer data from Klaviyo to Google, but you can i.e. drive leads from Google using Lead Forms in your advertising using a tool like Zapier. The quality of these leads are, according to our data at Ackermann, of quite high value, but can be difficult to scale.

See more here: https://support.google.com/google-ads/answer/9423234?hl=en

Casper Ackermann, Managing Partner at Ackermann - please reach out at ca@ackermann.dk!

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