How to create five key segments to sync with Facebook or Google Ads

We will look at the following segments you can build in Omnisend in order to create lookalike audiences in Facebook/Instagram and Google’s ad platforms:

1. placed order but did not buy/pay for it in the last 30 days
2. bought product from one category, but not from another category
3. first-time buyers
4. new subscribers
5. high-value customers (high spenders)

Placed order but did not buy/pay for it in the last 30 days

To begin, we add that the subscription status is “subscribed” so that we can send the email to these shoppers. Since we want to reach shoppers who have placed an order but haven’t paid for it yet, we have to add two rules. 

Firstly, we add a rule saying that users have placed an order in the last desired time period, and secondly follow it with the rule that they have not paid for the order in the same period. 

Bought product from Category X, but not from Category Y

For this segment, we need three rules. The first rule is the shopper’s subscription status. We chose it to be subscribed to email, to ensure the shopper wants to receive these types of messages from you. 

The second rule should state the shopper’s buying behavior. Here we choose “bought product,” and we can add the desired time period if we want. 

Note that the period can also be in the shopper’s lifetime, and then the rule would be “have bought the product at least 1 time in total.” To be more precise, we add a subrule “where product category is or contains” and choose the desired category. 

For the third rule, simply repeat the process. But here, instead of “have bought product,” choose “have not bought a product,” and then choose a different category. 

This will give you the shoppers who bought from one category but not from another. 

First-time buyers

If you want to target buyers who bought from you only one time in the last 30 days, you need to add three rules in your segment.

First, ensure you’ll reach your subscribers by adding “subscription status is subscribed” to email.

Then choose the event “placed order” and specify how many times he bought (“exactly 1 time”) and when he did that (“in the last 30 days.”)

Then add one more rule—“and paid for order”—to ensure that the order was placed and paid for. We should also specify how many times it was paid for (“exactly 1 time”) and the time period by choosing “in the last 30 days.”

New subscribers

First (as always), ensure you’ll reach your subscribers by adding “subscription status is subscribed” to email.

Then add the event “date of addition” and specify the date the shopper was added to your email list by choosing “in the last 30 days.”

Third, add the event “opted in” for the same period (“in the last 30 days”) and specify the channel by choosing “email.”

High-value users (high spenders)

Set their subscription status to “is subscribed.” Then choose the event “placed order” and its property “total price.” After that, write in the price that is meaningful for your business. 

This way, you’ll be able to find those customers who placed an order with a higher price point. 

Now that you’ve created your segments, read the step-by-step instructions to use those segments to create lookalike audiences for Facebook or Google Ads.