Getting started with Google Ads

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You will learn 

Learn how to integrate Google Ads with Klaviyo. This integration allows you to automatically:

  • Connect a Klaviyo list or segment to a Google Audience
  • Sync profiles from Klaviyo to Google 

With this integration, it will be easier to drive your Google Ads strategy with the help of Klaviyo. After integrating, you’ll be able to re-target existing customers, target similar audiences, and exclude profiles from advertising campaigns based on criteria such as purchase data. 

Before you begin

Before you integrate with Google Ads, you’ll want to first set up your Klaviyo account and integrate with your ecommerce platform. Have questions? Check out our guide to getting started with Klaviyo

Before getting started, make sure that you are a direct admin of the Google Ads account you want to connect. Access via manager/MCC accounts is not supported. 

How to integrate with Google Ads

  1. Log in to your Klaviyo account.
  2. Navigate to the Integrations tab.
  3. Click All Integrations.
  4. Search for Google Ads.
  5. Click Add Integration to be brought to the integration settings page.
  6. Click Connect to Google Ads.
    Let's get started with Google Ads page in Klaviyo with Connect to Google Ads with blue background
  7. Log in to your Google account. Note that the Google account you log in with needs to have direct admin permissions for the Google Ads account you wish to connect. Access via manager/MCC accounts is not supported. 
  8. Agree to the permissions and click Allow to be brought back into Klaviyo.
    Page reading Klaviyo wants access to your Google Account with permissions listed, and cancel and continue in blue
  9. Select the Google Ads account you want to integrate with from the dropdown. Don’t see the right account available in the dropdown? Confirm that you have admin permissions for that account, then try again.
    Page in Klaviyo reading you're almost done, with Audience setting to select your Google Ads account
  10. Under Connections, select a Klaviyo list or segment to connect with an audience.
    1. If you need to create a new list in Klaviyo, navigate to the Lists & Segments tab
    2. Click Create List/Segment
    3. Name the list and assign any tags
    4. Click Create List
      Google Ads connection settings in Klaviyo showing option to connect Klaviyo list/segments with Google Ads audiences
  11. Select a Google Audience to connect with your list or segment. If you need to create a new Google Audience, you can do so here by clicking + Create an audience in the dropdown. 
  12. If you want to add additional connections, click Add Connection. Note that you can return to this settings page at any time to add additional connections.
  13.  Once you are finished adding connections, click Complete Setup.
  14.  A success message will appear, letting you know that your Google Ads account is now connected to Klaviyo.
    Success message reading your Google Ads account is now connected to Klaviyo!

Outcome 

You’ve finished integrating Google Ads with Klaviyo, and can now begin using Klaviyo to help drive your advertising strategy on Google Ads. 

How the integration works

When connecting Klaviyo lists or segments to Google Audiences, you can:

  • Create multiple connections so that one Klaviyo list or segment is connected to many different Google Audiences
  • Select the same Google Audience for multiple connections, so that one Google Audience is connected to many different Klaviyo lists or segments
  • Create a new Google Audience from within Klaviyo to connect a new list or segment to

When you create a new connection from Klaviyo to Google Ads, it can take up to 24 hours for the custom audience in Google Ads to populate. This is due to a delay in Google accepting and processing profiles from Klaviyo.

Only profiles associated with a Google account will appear in the Google Audience. 

Integration use cases

There are many ways you can use this integration to drive your marketing strategy with Google Ads. We’ve bucketed these use cases into 4 main categories:

  1. Retarget existing profiles 
  2. Exclude certain segments from future ads 
  3. Use existing profiles to create similar audiences
  4. Observe and monitor how a specific audience is performing

Below, we’ll discuss use cases for each category and provide Google resources around implementation. 

Retarget existing profiles

The same segmentation used for targeted emails and texts can be used for targeted ads. Consider the following segments:

  1. Cart abandoners
    Target customers who started a checkout in the past 7 days, but haven't placed an order in the past 7 days, with an ad that echoes the message or discount you provide in your abandoned cart flow.
  2. Winback
    Target customers that haven’t purchased in a while with an ad featuring popular trending items.
  3. Re-engage
    Target inactive subscribers with a relevant ad featuring items they’ve viewed on your site or featuring a limited time offer promotion.
  4. Cross-sell
    Target customers who have bought one product with a different but complementary product.
  5. New customer
    Target those that have visited your site but never purchased to encourage first-time conversions.
  6. Cross-channel
    Target those you're already reaching by email with a relevant ad that reinforces the message and has a similar call-to-action.
  7. Potential brand enthusiasts
    These customers purchased recently, but not frequently and not at a high monetary value. Focus on increasing their purchase frequency or average order value by promoting bestsellers and popular or related products.
  8. Unengaged VIP
    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. 

Here’s how to target one of these segments by applying the audience to an ad group or campaign in Google Ads: 

  1. Create your segment in Klaviyo.
    1. Navigate to the Lists & Segments tab
    2. Click Create List/Segment, then select Segment
    3. Design your segment to match the group you want to target
  2. When integrating with Google Ads, connect your segment to a new Google Audience, as described in the how to integrate section above.
  3. Once you’ve integrated, head to Google Ads. There, use the targeting setting to narrow your ad group or target your campaign to the audience you synced from Klaviyo. To learn more about targeting, check out the Google Ads implementation guide.

Exclude existing profiles from future ads

If there is a list or segment you want to exclude from future ads (for instance, exclude customers who have bought from you recently and may be unlikely to repurchase soon), you can create that list or segment in Klaviyo, sync it to a custom audience in Google Ads, and exclude it from an adgroup or campaign. 

This is similar to the process described for targeting a segment, and the only difference is that within Google Ads, you exclude the segment. To learn how to exclude a specific audience list from an ad group or campaign in Google Ads, consult Google's implementation guide for exclusions.

Use existing profiles to create similar audiences 

You can take a VIP list or segment in Klaviyo and then create a similar audience in Google to reach new leads that resemble your best customers. You’ll need to create a segment in Klaviyo, or use an existing VIP segment, then sync it to a Google audience through the integration. Then, in Google Ads, you’ll create a similar audience. 

Observe and monitor how a specific audience is performing

You can also decide to only monitor how ads are performing for selected audiences (reporting) while your campaign is running without changing the reach of your campaign or adgroup. Based on the reporting/observation of your profiles, you may decide to create a new adgroup or campaign to target these profiles or to make bid adjustments.

Outcome 

You’ve finished integrating Google Ads with Klaviyo, and can now begin using Klaviyo to help drive your advertising strategy on Google Ads. 

Additional resources

Google Ads resources:

Klaviyo resources:

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