Guide to Advanced Targeting on Facebook and Instagram

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Overview

You can use advanced targeting strategies to engage your customers creatively, targeting them on multiple channels. In this guide, we’ll walk through examples of how to use advanced targeting to reach your audience.

  • Learn how to re-engaged lapsed VIPs on Facebook and Instagram
  • Use A/B testing to identify your best-performing signup forms
  • Retarget customers who have not responded to your abandoned cart or welcome emails
  • Launch a cross-sell campaign on Facebook and Instagram
  • Target lapsed subscribers with a Facebook winback campaign

The advanced targeting strategies in this guide leverage your Facebook integration. If you have not already integrated Facebook with your Klaviyo account, follow these instructions to enable your integration

Most of these ideas came from a webinar. Visit the Advanced Targeting Webinar for a recording of the webinar and more information! 

Re-engaging VIPs Who Have Lapsed

If customers who were once on your VIP list haven’t engaged with your brand recently, you can target them on a different platform to bring them back to your brand. There is a chance your emails might be going to their spam folder, so you should target them on Facebook or Instagram to increase the chances your message is heard. 

Create an Unengaged VIP Segment

First, you’ll need to define your audience. Create a segment of customers who have spent a significant amount of money at your store. One way to identify a big-spender is to use Historic Customer Lifetime Value to measure your customers’ predicted spending. If your account is not yet large enough to pull meaningful predictive analytic data consider using another available metric such as Revenue.

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Further define your unengaged VIPs by identifying users who have not opened an email in the last several months. Change the values within this segment based on your business model, price of goods, and how often you send out emails.

Next, you’ll create a Facebook Audience with the customers in this segment.

Create a Facebook Campaign

After you’ve created the segment of your lapsed VIPs, sync this segment with a Facebook Audience. Only profiles who are associated with a Facebook account will be included in your new Facebook Audience.

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Create a Facebook campaign to target your unengaged VIPs. Ads should direct a profile to your site with a unique UTM tag. You’ll use this UTM tag for targeting in the next step. Customize your messaging with some eye-catching content based on your segment’s interests. Remind them about what an awesome brand you are and/or offer them an incentive, such as a discount off their next purchase.
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Create a UTM Targeted Signup Form

Next, create a signup form tailored to your unengaged VIPs who respond to the Facebook campaign. Surface the signup form only to customers who land on the URL with the unique UTM, as described in the previous section.

In the signup form builder, navigate to Behaviors. In TARGETING > By URL, select Only show on certain URLs, and specify the unique utm you created in the previous step.

In the example below the form is being shown to existing Klaviyo customers on URLs containing utm_vip. AdT3.png

You’ll want to drive these customers to sign up for an email-only discount message. This is one way of driving customers to re-engage with you by email.

Create a Re-Engagement Flow

Customers who sign up via UTM-targeted signup form can be added to a new list. You can then create a re-engagement flow that is triggered by an addition to a re-engaged VIP list. Then send an email-exclusive offer to these customers.

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This will pull your Unengaged VIP profiles into your Engaged Master List and hopefully lead to conversions and additional revenue.

You can also use an email-only discount method for subscribers who are purchasing customers but are not yet email subscribers.

Learn more:
Create a Segment of VIP Customers
Guide to Running a VIP Program
Integrate Facebook Advertising with Klaviyo
The Signup Form Builder

A/B Testing a Form

Although you’re not able to create an A/B test with the Klaviyo signup forms, you can use Facebook’s A/B testing feature to test two different UTM-targeted Klaviyo forms.

You’ll start by creating two unique UTM links that will direct your customers from your Facebook Ads. Then, create a Facebook ad, and split your Facebook Audience into two. Each audience will be identical except they’ll be directed to 2 different URL destinations. Customers will click through to the same site, but the UTMs will be different. This will allow you to target each unique URL with a different UTM-targeted signup form.

For example, when people are directed from Facebook to URL A, you’ll surface UTM-targeted Signup Form A. When people are directed from Facebook to URL B, you’ll surface UTM-targeted Signup Form B.

You can then analyze the performance of each UTM-targeted form to determine which performs better.

Create Unique Links for the CTA

First, create two unique links to be featured in your Facebook ads. Each URL should link to the same site but be tagged with different UTMs. For example, below are two links that direct to Klavyio.com but are tagged with two UTM variations:

www.Klaviyo.com?/utm_variation=A
www.Klaviyo.com?/utm_variation=B

Create a Facebook Target Audience

Next, create a Facebook Audience. Although you can upload a Klaviyo list or segment to a Facebook Audience, it may be a better use of your marketing spend to create a Facebook Audience within Facebook that will cast a wider net for driving traffic.
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Split Test a Facebook Ad

Use Facebook’s split test feature to create two random, non-overlapping ads.

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Customize these two ads to be identical with only the URL destinations varying.

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Create Two UTM-targeted Signup Forms

Next, head over to Klaviyo to create two different Klaviyo signup forms. The forms should be identical except for the section you’re A/B testing.

Here are some examples of variables you might test:

  • Discount vs. non-discount
  • Two different discount values
  • Two different calls to action
  • Two different welcome messages

Next, in the Klaviyo signup form editor, navigate to the Behaviors, and in the By URL section, select Only show on certain URLs. Insert one of the two URLs here. For example, Form A will target www.Klaviyo.com?/utm_variation=A and Form B will target www.Klaviyo.com?/utm_variation=B

When you’ve set your forms live, turn on your Facebook Campaign. We recommend running the campaign for about two weeks to collect enough data to analyze.

Monitor Signup Form Performance

Use Klaviyo Analytics to review each form’s performance. Based on your results, refine and iterate your forms to increase ad conversions.

Learn more:
Review Signup Form Analytics

Third-Party Retargeting

Use Facebook Ads to complement the customer journey. Facebook Ads can be used on both Facebook and Instagram, so consider targeting customers on both of these platforms. Create a segment of customers for each of the following scenarios (Abandoned Cart and Welcome Series) and target them on Facebook and/or Instagram. Remember that you can retarget customers who are suppressed with Facebook Ads without it impacting your email deliverability.

Abandoned Cart

Abandoned cart emails can be highly effective, but sometimes a person needs an extra nudge to convert. Retarget customers who have received an abandoned cart email but have not yet purchased. For example, create a segment of customers who received an abandoned cart email in the last 3 days and have placed an order zero times.
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Sync this segment of customers to a Facebook Audience for advanced targeting. Consider creating a complimentary Lookalike Audience as well.

Welcome Series

The first 14 days after a customer subscribes is a critical time to get your customers to convert. Encourage your newest subscribers to purchase by retargeting them on Facebook or Instagram. A Facebook Ad campaign can run in conjunction with a welcome flow (via email.)

Below is a segment of customers who have been added to the newsletter list in the last 14 days but have never placed an order:

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Sync this segment of customers to a Facebook Audience for advanced targeting. Consider creating a complimentary Lookalike Audience as well.

Cross Sell

Targeting customers with Facebook and Instagram ads is a great way to encourage customers to buy a complementary product that they may also be interested in.

Create a segment of customers who bought from X category, but not Y category. See example below:RetargetCrossSell.png

Sync this segment of customers to a Facebook Audience for advanced targeting. Consider creating a complimentary Lookalike Audience as well.

Win Back

Another key social media strategy is to remind your unengaged customers of your brand on Facebook and Instagram. This strategy is similar in concept to retargeting lapsed VIPs, but instead, we’re targeting any former customer that is no longer engaging with your brand. It is especially helpful to target lapsed customers via Facebook Ad because retargeting on Facebook will not affect your email deliverability, and you may still target contacts who are suppressed from receiving Klaviyo emails on Facebook.

Create a segment of customers that have purchased before but not in the last 6 months. RetargetWinback.png

Sync this segment of customers to a Facebook Audience for advanced targeting. Consider creating a complimentary Lookalike Audience as well.

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