by syncing clavio to facebook you can
significantly improve your ad targeting
you can set up audiences that are
similar to your existing customers
saving you time and money by targeting
people on facebook and instagram who are
most likely to buy
hi i'm sean i run email experts and in
this video i'll show you how to connect
to clayview to facebook but also how to
make the most of that integration to
improve your facebook ad campaigns i'll
also show you how to set up lead ads but
also explain why i think most brands
shouldn't use them in this video when i
talk about facebook integration i'm
talking about the meta advertising
network which includes facebook and
instagram but also other ad spots on the
network such as on websites and mobile
apps with the cladio to facebook
integration you can sync your
subscribers and customers in real time
into the audience section of the meta ad
network at the time of recording google
ad network doesn't have the equivalent
connection but we expect that will come
in the next 12 months first i'll talk
about the facebook audience sync and
then i'll cover lead ads if you want to
jump ahead we've time stamped the video
so you can use the chapters along the
bottom of the video or find timestamps
in the description below so why should
you connect clavio to facebook for
advertising well if you've been using
clavio you know that you can make great
customer segments based on the data that
you directly know about your customers
such as their purchase history and email
engagement the clavio de facebook
integration allows you to take advantage
of these segments to build your facebook
audiences here's some examples of some
different ways that you can build
segments enclavio to sync them to
facebook audiences and we're going to
focus on these four so you can re-engage
customers you can make an audience of
customers who haven't given you email
permission or have stopped engaging with
your emails and reach out to them with
ads you can find new customers similar
to your best customers with look-alive
audiences you can promote cross-channel
campaigns across both email and social
media at the same time
and finally you can exclude your
existing subscribers from list growth
campaigns note that when you're syncing
audiences to facebook you need to match
at least 100 profiles to facebook to
sync the audience what that means is
that the email address someone uses in
klavio will need to match a facebook
profile since not every email address
has a facebook account associated with
it you'll need more than 100 profiles in
any segment that you want to sync to
facebook
and the sweet spot i recommend at least
five hundred to a thousand before we set
up the audiences i'll show you how to
connect clavio to facebook
first you need to have access to your
meta facebook ad account and your
facebook page profile
i'm logged into the facebook ad account
the facebook page admin and clayvio in
clavio i need to go to integrations
i need to go to all integrations and i
need to search facebook
i need to connect to facebook
advertising
it'll take me to facebook where i
continue as myself
note that in this process you will see
all the ad accounts that you have access
to if you're running an agency i
recommend you ask your client to do this
step
since you don't want your client seeing
other ad accounts you might have access
to
so i'll click integrate in this step
you'll be able to see the ad accounts
for other ones you have access to select
the one that's appropriate to this
clavio account
click connect
we'll have the audience settings now you
do need to link one before you can
continue on
and continue on but we can update that
in the future then we'll also ask you to
sync to your facebook page and again you
just want to make sure that you're
logged into your facebook page
and um
and we'll connect to the facebook
or connect to the facebook lead ad list
and that's it now you're connected for
audience sync and lead ads what this
integration has enabled when you go into
segments and lists within clavio and go
to settings you'll now have the option
to sync the list or segment to an
audience in facebook and i'll show you
how to do that in a second and under
lists you'll also be able to connect
lead ads which we'll get into later
within a list or segment in clavio now
when you go to settings you now have
this facebook section here
it says here this list is not currently
synced to our facebook custom audience
you click here to choose an audience to
sync with and you can choose one or you
can create a new audience
um in this case i'm going to sync it to
this clavio audience 2. often there's a
bit of a lag so in making this video
i've sped up the process
and so i'm just going to sync to this
which i've already done before
so i'm going to sync to this audience
and that's it now you can see that this
audience here is synced to our clavio
audience 2.
in this example i've connected it to a
list for segments it's the same you just
find the facebook advertising section
and you'll have the option there to sync
the list or segment to a audience within
facebook and you can create a new
audience so now when you go into
facebook
and go to the audience section of the
facebook ad manager
you'll see here now we have clavio
audience 2.
it tells us our sync size here so it
synced enough customers
and so now this is an audience that's
ready to use and the great thing about
syncing to a facebook segment in
particular is that it's going to be
regularly updated so the data from
clavio will be synced back into facebook
regularly about every half hour or so
now i'm going to talk about how you can
use the segments and audiences that you
sync from clavio into your facebook
audiences
um so in most circumstances um what
we're what you'll do is you'll get to
the creating an ad section so here's
just an example lead ad set and when
you're um editing the lead ad section
you can choose your audience
and it will just be listed in here so
that's how you set up a segment within
clavio and then sync that as an audience
to facebook for your advertising it's
also how you select that audience for
your facebook ads
so now i'll go through the specific
examples that i talked about before
re-engage new customers cross-channel
and look alike
so let's make a re-engagement segment
so within clavio
click create list or segment
click segment
and i recommend giving them a consistent
name
so to re-engage customers we want to
find anybody who has opened an email
zero times
in the last 90 days
and who has opened an email at least
once
and so if you sync this to your facebook
audiences you click here to choose an
audience to sync with
and you can choose one or you can create
a new audience there are two types of
campaigns that you could run to this
audience
one is an ad that mirrors what your
emails are doing so that customers who
aren't opening your emails are still
seeing that creative and the second is
that you could use this as a new lead
capture campaign because it's possible
that some of these subscribers have
another email address or a different
email address and so running a promo or
attracting them to sign up to your
mailing list again could re-engage them
or get them to sign up with an email
address that they're actually actively
using
so next we're going to set up an
audience to attract new customers using
facebook but using your existing
customers as a template for the type of
customers that you want facebook to try
and find so rather than setting up your
target audiences in facebook you use
your existing customers as a template
so there's two different ways you can do
this you can either target customers
based on their lifetime spend or on the
number of purchases that they've made
and this will depend on you as a brand
as to which one you want to use or maybe
try either of them and see which one's
going to be most effective
so there's two ways that you can do this
and they're both pretty straightforward
the first one is to use their existing
lifetime spend as a
like quality measure for whether they're
a vip or not so the way that you do this
is you simply go down to predictive
analytics about somebody
look at historical customer lifetime
value don't look at total customer
lifetime value because this is
predicting what they'll spend in the
future as well just look at historic
customer lifetime value and in this
example i'm going to use
500 as our number so this will give me
all the customers who've purchased
who have a lifetime spend of over 500
the second option is to create a list of
customers based on how many purchases
they've made and so in this case we're
literally just saying that they have
placed an order
is at least
and in this example i'll say five our
best customers spend five by five or
more times but you might just want to
use two or three depending on how
frequently your customers purchase go
into settings again under facebook
advertising
click choose an audience to sync with
and in this case i'll create a new
audience
now that we have our most valuable
customers
we want to find new customers on
facebook that look similar to those so
facebook collects a lot of data about
people and is able to profile them based
on a number of different factors and so
what doing a lookalike audience does is
it says to facebook please look at these
existing customers in this case we know
that they're our most valuable customers
and facebook will find things that are
similar between all of those customers
and then try to find other people on
facebook who
are similar to those existing people who
have similar attributes so it'll be
looking at their demographics their
different app behavior what type of
things they're interested in on facebook
and instagram and other networks for
example
so to do this you take your source
audience the customers that you want
facebook to look at
as your good high value existing
customers
so in this case we'll use this clavio
audience 2. under actions click create
lookalike
you'll also need to select which country
you want to limit it to
or region you can select multiple if you
want
and then you can adjust how similar you
want these customers to look to your
original source customers so you want
this um number to be you know
sufficiently large that you'll reach the
number of people um but the further out
you go the less they're going to look
like your original customers so in this
case i'm just going to start with 200
000
and then over time i might expand that
out if i want to reach more people and
click create audience
and so now when you select your audience
for your campaign to reach new customers
you select your look-alike audience and
you'll exclude the original source
audience so that just makes sure that
you're reaching new people
and that you're not trying to advertise
to your existing subscribers next um
let's create a segment which will be for
cross-channel promotion
so what this is is when you send out an
email campaign it can also be really
effective to run an ad campaign on
facebook that's got a similar you know
an ad version of the email
to the same audience and so it's just
increasing the effectiveness of the ads
ads are shown to be 30 more effective
when they're cross channel and so all
we're going to do here create a list go
into segments in this case i'm going to
call it existing subscribers
and it will just be if they're in one of
our vip lists
that we define so they just need to be
in one of them so we just use the all
rule
and there we go
and so this will allow us to target
customers in facebook with the same
ad campaign
and so then we know that they'll be
seeing a similar message on
multiple channels which will be more
effective
and so that's it for syncing audiences
into facebook to power up your facebook
marketing
finally i want to touch on lead ads as i
talked about so lead ads are a special
type of ad format within facebook that
allow you to
have a sign up form within the facebook
experience so someone scrolling through
facebook they see the lead ad
they click on you know make an
appointment or make an inquiry it takes
them to a form that loads up instantly
can have multiple choice and the benefit
of this is on the final sign up page it
will already have pre-filled their email
address and for um and name
um either their email address and name
that they have use on facebook or ones
that they've you pre-filled for other
lead ad forms in the past so i'll show
you how to connect this to facebook in
case you really just here to find out
how to connect lead ads
so the first step is you need to have a
lead form within facebook before you're
connected to clavio
so under facebook go to create a
campaign
select leads as your goal
and set up the rest of your campaign
and when you're setting up the ad itself
you'll have the option here to set up
your instant form so click create form
and it's got here all this pre
preview stuff that i have already set up
in the past but you'll have the option
here to
to modify the creative of the um the
form and then you can put in your
questions as well so you definitely need
to have email address and full name but
you also have the option here to add
multiple choice short answer conditional
and appointment request details as well
now what we're interested here is
obviously connecting this to clavio so
we want to make sure that we're
connecting to email as well
so let's call this our clavio
sync
form
and we'll save that
when you're setting up your form you'll
have to add a headline
you have to put in a description
i'll just put in this
placeholder
you'll also need to put in your privacy
policy
and your homepage website url
this will be the um the final call to
action so now when we look at this form
we've got a really simple form which is
the intro
the submit your details
um the privacy policy and the you know
successful completion um but you can
obviously add more um stages to this as
well i'm just
illustrate using this for illustrative
purposes
so now we can save and publish
and as with facebook ads usually you can
share you can send a notification to
your own facebook so that you can see
what the ad looks like
and and test it all like that so now
that we've got that in place let's go
back to clavio so within clayvio now we
want to
make a list that we can receive those
leads from the facebook ads to
so we go create a
list let's call it facebook leads
create the list
so now we've got an empty list
now we go into settings
as usual i recommend if you've seen my
other videos you know that i recommend
changing this to single opt-in
but most importantly now we've got this
section here which is the list is not
currently connected to a facebook lead
ad so click here to connect to a lead ad
and you'll see here i've already got
clayvio sync form
in here and so now we can click that one
and click update um
and then we update our list settings
and so now this list will start to
receive facebook leads and they'll come
through in real time and so what that
means is that you can now take this list
this source list of facebook leads and
trigger a welcome series offer for
example and include this in your
newsletter campaigns it makes it a very
simple process for customers who are
using facebook to
go to a lead ad page submit their
details and now they're on the list
okay so that's how you do it but what i
usually recommend instead to my clients
is they build a landing page on their
own site instead and here's an example
from rolly where they've set up a mobile
landing page that includes a sign up
form but also allows them to promote
other parts of the website as well and
encourages customers to stay on the
website whereas the challenge with
facebook leads sometimes is that
customers will submit the details and
then close the lead out and then
continue on in facebook whereas really
most of the time you kind of want them
to spend more time on your website
instead so
you need to weigh up for yourself which
option is going to be better for you as
to whether you use lead ads or you use a
landing page on your site cool and
that's it so that's how you make the
most of the facebook to klaviyo
integration in this video i've discussed
connecting your clavio lists and
segments as audiences into facebook how
to create lookalike audiences and
strategically how you can use that to
attract customers who are most likely to
be really high value compared to your
old customers
how to re-engage your past customers how
to do cross-promotion campaigns um and
how to make lookalike audiences i also
showed you how to connect a facebook
lead ad to a klaviyo list so that you
can nurture customers in real time
thanks for watching this video
if you're interested in other things to
do with especially with clavio then
check out our other video on list growth
using the clavio popup or making or
making amazing audiences with segments
in clavio thanks for watching bye