Targeting options are becoming more restrictive as we move towards a “cookieless word” (at least in the USA), and our marketing efforts in Google have become more challenging. Google continues to deprecate cookie-based audiences and evolve towards a reliance on first-party data.
Why integrate with Google?
With the Google integration, Klaviyo gives you the necessary tools to set up powerful audiences and optimize Google’s Smart Bidding algorithm.
By syncing Klaviyo segments with Google audiences you now have the ability to re-engage with past customers, target audiences that share similar traits, and exclude certain profiles based on specific criteria. This integration streamlines your Google Ads strategy and allows for more efficient and effective targeting and bidding.
We learned the best ways to use these Klaviyo segments is by providing Google with conversion data, using segments as an audience signal for smart bidding campaigns (e.g., Performance Max, certain Youtube campaigns, etc.), and through remarketing to past customers (e.g.,Winback segments, replenish reminders, general 30-day remarketing audiences, etc.).
First-party data is also more reliable and accurate compared to third-party data, which can be incomplete or outdated. With customer lists, you can retarget existing customers or reach out to lookalike audiences, resulting in a more personalized and effective marketing strategy.
However, this strategy is only as good as your customer data. We strongly recommend that you focus on creating meaningful customer segments. This can be done by using purchase history, view product information, or customer surveys.
Overall, leveraging first-party data through customer lists in Google is a smart way to optimize marketing efforts and improve your business outcomes.
Want to talk further about all things ecommerce? DM me or connect on our partner page, Akers Digital!
💥 Big News 💥 - Klaviyo launched a new Google Ads integration course in Academy TODAY! Get equipped with all the resources you need to conquer Google ads confidently!
Resources available to keep learning and other resources created by Team Akers: