Integrate Owned Marketing with your Facebook Advertising Strategy

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Overview

Facebook and Instagram are powerful advertising channels that can be an effective part of your Owned Marketing strategy. Owned Marketing is about taking ownership of your company’s growth by curating the end-to-end customer experience. It’s about leveraging the tools you already possess and using this knowledge to grow meaningful and lasting customer relationships.

Owned channels are channels that allow you the freedom to create personalized, memorable experiences for your customers that reflect your unique branding and personality. Your website, email, and mobile marketing are examples of fully-owned channels. While Facebook and Instagram are not fully owned channels, you can leverage your owned data and Klaviyo tools to make Facebook and Instagram Ads an effective part of your Owned Marketing strategy.

In this article, we’ll explore how you can incorporate Facebook and Instagram ads into your customer journey. We’ll also highlight some analytic tools you can use to examine your customer data so you can continuously iterate and refine your customer’s journey.

Facebook owns Facebook Messenger, Instagram, and Whatsapp. Each of these are legitimate advertising channels in their own right. This article will focus on Facebook and Instagram because Facebook Ad Manager controls both. Many principles and ideas discussed in this guide can be applied to additional social media channels as well.

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Leverage Owned Data in Facebook Ads

Klaviyo is a data analytics platform that allows you to leverage your customer list and associated data to create a personalized, meaningful customer journey. Although there are inherent limitations to advertising on a non-owned channel, you can optimize your marketing budget and resources by using Klaviyo first-party data and tools.

You can use Klaviyo lists and segments to create Facebook Custom Audiences and Lookalike Audiences. Use Facebook Lead Ads to build your customer list and pull in related information. You can segment your customers based on data you sync from Facebook and/or Instagram.

One of the most powerful advantages of Owned Marketing is the ability to communicate directly with your customers, enabling you to build meaningful, lifelong relationships. Use Klaviyo to reach out to your customers to encourage them to engage with one another, building brand awareness and UGC (user-generated content).

The following sections provide suggestions, instructions, and use cases for using Klaviyo to leverage your owned data with Facebook and/or Instagram ads. We encourage you to apply these ideas to additional social media channels so you can optimize your marketing initiatives there as well.

Custom Audiences with Owned Data

Facebook allows you to create Custom Audiences based on your own contact list. Manage those audiences by being selective about which contacts you send to Facebook. Klaviyo gives you the ability to dynamically sync a list or segment to a Custom Audience via the Facebook-Klaviyo integration.

Dynamically Sync Contacts to a Custom Audience

Integrating your Facebook Advertising account with Klaviyo allows you to dynamically sync contacts to a Facebook Custom Audience. After integrating, you’ll select a custom audience to push your contacts to.

If you have not already integrated with Facebook, head over to Integrate Facebook Advertising with Klaviyo for specific instructions on enabling the Facebook Integration. You’ll also find instructions there for syncing a list or segment to a Facebook Custom Audience.

Once a list or segment is synced to a Facebook Audience, as profiles are added or removed from the list or segment, they will also be added or removed from the audience. Note that only email addresses associated with a Facebook login will be synced, so the size of your audience may not exactly match the size of your list/segment.

After you've started syncing a list or segment to a given Custom Audience, you can also switch the audience at any time or delete the sync completely.

Remember that Instagram ads are also managed through Facebook, so you can advertise to Instagram audiences as well.

Create Segments that Sync to Facebook Audiences

Segmentation can be used to create Custom Audiences and Lookalike Audiences in Facebook so you can get the right ad in front of the right group of people on Facebook and Instagram. For example, if you are a pet supply business, you can create targeted Facebook Lead Ads that appeal to dog owners, and different ads that target cat owners.

Any segment you build in Klaviyo can be synced to a Facebook or Instagram audience for either custom or lookalike audience-level targeting.

Use Case: Segment Customers Based on Purchase History

One great way to engage your customers is with Facebook Ads related to items they’ve already purchased. Segments can be built around the Placed Order metric, and filtered based on specific products or categories of products purchased. In this example, we’ll segment customers who purchased dog supplies but not cat supplies.
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This segment can now be synced to a Facebook Audience to target people who purchase dog supplies and not cat supplies. Create an ad that appeals to your dog lovers, and watch your dog supply purchases soar.
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Use Case: Align Social Remarketing to Customer Email Behavior

You can use Klaviyo segments to remarket to customers who you’ve previously targeted through email and could use an extra nudge on Facebook or Instagram.

For example, create social ads for snack bars to target segments of customers who prefer salty snacks.

  1. Build the segment
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  2. Sync to Facebook
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  3. Create the ad
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As customers qualify for the Salty not Sweet Snack segment, they’ll be added and removed from your Facebook Custom Audience of people who prefer salty foods. This allows you to target customers who prefer salty snacks by email, and retarget them on Facebook as well. They’ll be reminded that they’re hankering for your new bacon burger bar when they check their email and also when they check Facebook!

Use Case: Target Unengaged Profiles on Social Media

In some cases, some unengaged subscribers may want to hear from you on social media rather than through email. Create a segment of your least engaged email subscribers and retarget them on Facebook or Instagram. (This can be done either before or after list cleaning— when you suppress people who do not wish to receive your emails.) Reaching out to this segment on social media will not harm your deliverability since you’re not emailing them. Rather, you’re attempting to pique their interest on a different channel of communication. An unengaged or pre-suppression list can be synced to a Custom Audience you want to target with a Facebook Ad designed specifically with a light touch.
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Lookalike Audiences with Owned Data

A great way to expand your customer list is by introducing your product to people on Facebook who resemble an engaged segment of your Klaviyo customers. Facebook Lookalike Audiences allow you to target new Facebook users who resemble an existing segment of contacts. Use an existing audience composed of your first-party owned data to create a Facebook Lookalike Audience. For example, if you are a pet supply company, you may want to target your customers who have demonstrated interest in dog supplies.

Create a Lookalike Audience Based on Owned Data

To leverage your owned data in a Lookalike Audience, make sure you’ve created a Custom Audience based on a Klaviyo list or segment. This ensures that your audience is composed of first-party data.

Log into your Facebook Ad Account, and create a new Lookalike Audience. In Select Your Lookalike Source, choose an existing audience composed of your owned data. For example, for your pet supply company, choose your existing Custom Audience which features customers who have purchased dog supplies.
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A Lookalike Audience targets new Facebook people who fit similar criteria to the source audience. In the example above, the Lookalike Audience is based on Klaviyo customers who purchased dog supplies and will now be used to target new Facebook users who fit similar criteria.

Incorporate Klaviyo Predictive Analytics into Your Lookalike Audiences

You can export your Klaviyo customer lifetime value (CLV) data for a particular list or segment and upload those profiles to Custom Audiences in Facebook. Then, you can use this custom audience as a source to create a value-based lookalike audience.

  1. Build the segment

    We’re using our VIP segment, but you can choose a different segment depending on your advertising goals.

    On the Export Review screen, include both the Email and Total Customer Lifetime Value properties.
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  2. Create a Source Custom Audience

    Login to your Facebook Ad Account and create a new Custom Audience. Select Customer File > Use a file that includes customer lifetime value (LTV). 
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    Facebook requires you to accept their Terms of Service for a value-based audience because they want to ensure that you have rights to the data you use to create an audience. Of course, if you are using Klaviyo first-party data, you’ll never have that problem. If you have not already done so, accept the TOS for working with value-based audiences.

Create a Value-Based Lookalike Audience

From your Facebook Ads manager create a new Lookalike Audience. In Select Your Lookalike Source, choose the custom CLV audience you created in the previous section. Enter your audience location and size, and click Create Audience
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Learn more:
See Facebook’s documentation on creating a Lifetime Value Custom Audience. Detailed instructions can be found at Create a Value-Based Lookalike Audience with Klaviyo CLV

Build Your Customer List with Lead Ads

Klaviyo’s integration with Lead Ads is one of the best ways to grow your customer list from Facebook and Instagram. Your customer list is the most valuable piece of owned data you possess, and Lead Ads give you the ability to collect contact information and consent from Facebook and Instagram users directly from ads. Lead Ads are pre-populated with the customer’s information, so it’s easy for Facebook and Instagram users to sign up for your communications.

Integrate with Facebook Lead Ads

Facebook Lead Ads can be synced to Klaviyo lists. You’ll need an active Facebook integration for this feature to work.

Navigate to the list you’d like your Lead Ad Form to be funneled to and click Settings. In the Facebook Advertising section, click Choose a lead ad form to connect.
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A modal will appear asking which Lead Ad Form you’d like to sync to your list. Choose one or more forms, then click Update.
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Now all future signups will be added to the designated list. If you want to add contacts that signed up prior to the integration, export the list from Facebook and import those contacts into Klaviyo.

View our Facebook Integration guide for more detailed instructions on integrating Facebook Lead Ads with a Klaviyo list.

Sync Lead Ads to a Klaviyo List from Multiple Ad Campaigns

You can choose to sync all incoming leads to the same Klaviyo list even if you have different ads running. Simply choose multiple Lead Ad Forms when you configure a list.
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What Data Is Synced with Lead Ads

Klaviyo tracks the following information when a customer fills out a Lead Ad Form:

  • Contact information such as email address, name, and address. 
  • Filled Out Lead Ad event, which fires each time a Lead Ad Form is submitted. This includes associated metadata such as AdID (Ad Form ID) so that you have visibility into the specific form someone filled out

To view the Filled Out Lead Ad metrics pulling into your account, head over to your Metrics tab and view the Facebook Advertising metrics. Click on the Filled Out Lead Ad metric to drill down into overall metric activity.
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You can segment your customers using this metric and filter by associated metadata.

This is an example of a Filled Out Lead Ad event. For example, expand the event to view AdID, FormName, and PageName.
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You can design your Lead Ads to pull in additional metadata. This is an example of a Filled Out Lead Ad event that includes AdsetName, CampaignName, and Platform.
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This is valuable data that you can use to segment your customers so you can create targeted follow-up messages. Keep reading to learn how.

Target Subscribers Who Respond to Facebook Ads

Well-placed Facebook Ads will grow your subscriber list. As profiles are added to your Newsletter list through lead ads, you can segment your subscriber list based on which specific Facebook Ad they responded to. This will allow you to further customize your email messaging based on the specific Facebook or Instagram Lead Ad source. For example, pull together a segment of customers who signed up for your newsletter from a successful “Dog Supplies” Facebook Ad Campaign. Then send your “Dog Lovers” segment a welcome series designed just for them.

Segment by Facebook Ad Source

You can create a segment of customers who have responded to a Lead Ad on Facebook. This is useful for zeroing in on subscribers who respond to a specific ad type, such as dog supply product ads. You’ll use the Filled Out Lead Ad metric and the specific Lead Ad Form ID (AdID) to segment your customers.

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You can then target this segment of customers with targeted campaigns designed to pique their interest in, say, the launch of new dog-related products.

Flows Triggered by Facebook Ad Source

Similar in concept to segmenting customers by ad source, we can create a customized flow for subscribers sourced from a specific Lead Ad by using the Filled Out Lead Ad metric and a Facebook Ad Form ID.

Following is an example of a Welcome flow for people who subscribed via a specific Lead Ad. We’re adding all customers who responded to Dog Lover Lead Ad #1 to this Welcome flow:AdGLead3.png

In the above example, the trigger metric is Filled Out Lead Ad, the trigger filter is AdID, and the form id is AdID 1234567.

You can customize your welcome email with dog-friendly content: 

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Advanced Segmentation for Social Media

You can use segments for advanced targeting of social media campaigns and analyze your Facebook leads as you would email recipients.

  • Cross-Channel Segment: a cross-channel segment can reinforce your marketing efforts by targeting customers across multiple channels, such as email and also Facebook.
  • Recent Subscribers Segment: this is a segment of people who have recently opted-in to your marketing but have not yet placed an order. This is a good audience to target because they have shown recent interest in your brand and are likely to make a purchase.
  • Former VIP Segment: former brand-enthusiasts are a great segment to target on social media; if they once responded enthusiastically, their interest might be rekindled by retargeting them on social media.

Learn more:
View our Guide to Advanced Segmentation for Social Media

Build Brand Awareness by Encouraging Sharing

Spread the love by encouraging your customers to share on social media. This is an excellent way to build brand awareness. You control the messaging on owned channels so you can direct your existing traffic to Facebook and Instagram via links in your emails and on your website. You can also add hashtags to email banners and social media posts, and run contests that encourage social media sharing.

Include Social Links in Your Email Templates

Make it easy to share by incorporating social links in your non-transactional emails. You can easily accomplish this by embedding social links in your base email templates. Be sure to link only to your most active social media accounts.

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Include Hashtags in Email Banners

Everyone loves a clever hashtag! A catchy hashtag can help your brand get discovered; relevant hashtags can help you become part of a larger conversation around topics related to your business. Consider using a brand-consistent logo for Facebook, Instagram, and Twitter and feature your hashtag logo in campaign or flow emails.
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Encourage Your Customers to Create Content

User-generated content (UGC) is a valuable marketing resource. You can sing your brand’s praises, but a 5-star customer review or video of a brand enthusiast using your product is worth more than a thousand words.

Encourage your customers to create UGC by including a call-to-action (CTA) in your emails and by collecting customer reviews.

While this article focuses on Facebook and Instagram, you can drive customers to create content on additional social media platforms as well.

CTAs in Campaign Emails

Placing a call to action (CTA) that directs your customers to generate content that praises your brand is a great use of email space.

Launch a Contest Campaign

The best part of Owned Marketing is developing ongoing, lasting relationships with your customers. Let them know that you want to hear from them, see videos of them using your products, and read posts about your brand.

Offer a reward to the person who posts the best video of using your product. Encourage subscribers to write in with their best product-related stories, and post the top winners to your website. You may need to choose a video hosting platform or create a dedicated email account to receive the entries. Be sure to gather consent from participants to feature their UGC on your website and in your marketing emails.

Let your existing customers know about the contest via social media posts and email campaigns. Some of your engaged subscribers might just become your next brand evangelists in the process of competing!
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Learn more:
Create and Send a Campaign
Create a Highly Engaged Segment
Designing Emails that Convert

CTAs in Flow Emails

Encourage customers to create UGC in a Product Review flow or Post-Purchase flow.

Create a Review Flow

After someone purchases a product, you can ask them to write a review. This is a great way to build social proof and drive customer engagement with your brand.

As a starting point, you can use Klaviyo’s built-in Product Review/Cross Sell flow which can be found in the Klaviyo Flow Library, or you can build your own flow from scratch. Klaviyo doesn’t support in-email product reviews, meaning customers cannot write reviews directly within the product review email they receive from you. As such, don’t forget to include a link in your email that customers can click to leave a review on your site.

A Product Review flow may look something like this:
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Learn more:
Create a Product Review Flow

Integrate with a Reviews App

While you can use Klaviyo to collect reviews, some of our customers have also had success with Review Apps that integrate with Klaviyo, such as Yotpo, Stamped.io, or Delighted. Collect and publish reviews, photos, and Q&As that can be used to identify segments and enrich marketing emails. Create a data feed with review content to include in your marketing emails. 

Run a Contest to Generate Content

Hosting a contest for a video/photo/post is a great way to encourage UGC. One way to do this is by using Klaviyo forms and/or subscribe pages to run a contest and post it to social media.
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You can enable a Contest Entry Welcome flow to engage your customers after they submit their contest entries.

Learn more:
Getting Started with Signup Forms and Subscription Pages
Tag Contest Entrants in a Welcome Series Flow

Iterate your Ad Strategy based on Owned Analytics

As you collect more customers, build your audience, segment your customers, and gather quality UGC, you’ll continue to generate valuable data. Klaviyo gives you the tools you need to understand your owned data so you can make better marketing decisions.

Owned analytics is a powerful perk of owning your data.</callout>

Analyze the effectiveness of your Facebook and Instagram ad campaigns based on the number of customers you brought in and their predictive lifetime value. Compare the performance metrics both with and without UGC content using A/B testing in campaigns and A/B testing in flows. Ongoing data capture and analysis gives you the ability and freedom to iterate and refine your ad marketing strategy so you can build your business based on data science and not on guesswork.

Subscribers by Volume

Facebook Lead Ads integrate with Klaviyo lists so you can grow your customer base. The List Growth Report gives you insight into your lists’ growth over time. This report displays growth by data source, so you can see which lead source produces the greatest number of subscribers over time.

Below is an example of a List Growth Report. Notice that an individual lead ad run on Facebook is featured among the data sources listed. You can use this report to see how Facebook stacks up against your other lead gen sources.
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Subscribers by Customer Lifetime Value

Predictive analytics open up a world of insight into your customers’ behavior. Klaviyo gives you the tools to track the lifecycle behavior of leads procured from Facebook, Instagram, and other channels. Use Klaviyo CLV data to predict how many subscribers you can expect from each ad channel and how valuable those subscribers will be.

This is an example of a pivot table analyzing CLV by source available in Klaviyo’s CLV Calculations Template. You can use CLV metrics to assess the quality of leads captured by each ad channel based on how much revenue each lead is predicted to generate.
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A quick analysis of the above data indicates that Facebook Ads have been a significant contributor to leads that convert into customers, as well as a significant historical income source. The Count of UTM_Medium column (this metric tells you how many people came in from each media channel) tells you how many people came in from each media channel. Facebook Ads (facebook_ads) pulled 88 customers into the account who converted into purchasers. In comparison with other avenues of acquisition (email, shop_now button, Pinterest), Facebook has been a successful ad source. The Sum of Historic CLV column shows that historically, facebook_ads brought in almost $10,000 of revenue.

Analysis of this type can inform your ad strategy. For example, the above analysis suggests that it would be smart to increase your marketing investment in Facebook Ads. Additionally, you might consider that Pinterest Paid ads are a good potential source of quality leads and invest more into your Pinterest Ads.

Learn more:
Klaviyo’s Guide to Predictive Analytics

Campaign Performance

Campaign performance can be analyzed using a combination of segmentation and engagement reports.

Based on Profile Source

Segmentation can be used to analyze groups of subscribers who sign up through Lead Ads. The Segmentation Engagement Report is a tool that allows you to gauge how engaged your subscribers are based on their behavior.

This segment pulls all profiles obtained via Facebook Lead Ads:
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After running an Engagement Report on this segment, these are the results:
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This report highlights level of engagement, open rate, click rate, average order value, as well as rates based on how long a profile has existed in your account.

Learn more:
Use Segment Engagement Reports to Judge Lead Quality

A/B Test UGC

Marketing statistics show that using UGC creates a more compelling experience for customers. You can test this theory for yourself.
Klaviyo’s A/B testing allows you to easily test different content strategies to help you refine your campaign email content. For example, A/B test campaigns with and without UGC and compare their performances.

Learn more:
Add UTM Tracking to a Flow Email
Create an A/B Testing Campaign

Flow Performance

Flow Email Analytics

View open and click rates and conversion metric for each flow email containing UGC.

These can be viewed directly within the Flow Visual Editor:

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And also in the Flow Message Overview Report:

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Learn more:
Review Flow Analytics

Field Test UGC

As you would with campaigns, you can test the effectiveness of UGC in your flow emails by using A/B testing. Add a Conditional Split into your flow to send a random sample of customers a flow email with UGC, and send the remaining customers a flow email without UGC. Compare how these two paths perform by looking at open and click rates for each email type.
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Learn more:
A/B Testing a Flow
Review Flow Analytics
Optimizing Segments and Flows

As Your Business Grows

Klaviyo analytics are increasingly valuable over time. Periodic assessment of your ad performance based on channel performance, quality of subscribers, and ad content will yield important data about your advertising choices. Use these insights to iterate your marketing strategy as your business grows with Klaviyo.

Additional Resources

Check out these Klaviyo:Boston presentations:
Personalizing the Customer Experience
Execute Your Plan Cross-Channel

Klaviyo Blog:
3 Ways to Use Social Proof to Boost Holiday Sales
User Generated Content (UGC) in Ecommerce Email Marketing: The Why and How

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