Why Sequential Remarketing?
As a pivotal part of the full funnel marketing strategy, remarketing is used by most businesses to help drive lower funnel objectives. The necessity for this stage is further amplified through ever-increasing cart abandonment rates, which totalled 69.57% in 2019 (1) and is further fuelled by cart abandonment's positive correlation with small screen use (2). This is a harrowing fact considering in the first quarter of 2018, 67% of visits to UK retailers came from mobile devices (3).
However, through the help of technology, the ways in which we can remarket are expanding, revolutionising the world of digital marketing. This brings us on to the highly evolved strategy of sequential remarketing – this blog will teach you to understand and execute sequential remarketing across your paid social and other digital marketing campaigns. Let’s go!
Types of Sequential Remarketing
Sequential Remarketing falls under two main categories: cross-selling/up-selling and storytelling.
This strategy entails serving different products at different points of a consumer’s journey, whereby previous converters are retargeted with complementary or higher margin products/services, ultimately creating a positive consumer cycle for your business like so:
Everybody loves a good story, therefore why not utilise this into your advertising strategies? This method tells the consumer a comprehensive story through a sequence of ad experiences over a selected time period. Storytelling is all about taking your prospects on a journey through the funnel, eventually achieving a qualified audience that are captured by your brand. This method of sequential remarketing is best suited for:
- Nurturing prospects
- Generating hype (brand pushes and product launches)
- Highlighting in-depth benefits and uses
- Keeping content fresh
How to Further Bolster your Sequential Remarketing Strategy?
Digital platforms are constantly finding new ways to increase the levels of user data that can be captured. For example, in 2016 Facebook rolled out Canvas ads (now known as Instant Experience). With this creative format we can now target users who have engaged with the IX on Facebook’s interface, creating a new and more qualified audience pool to remarket to.
Basically, what I am trying to say is that there are many different avenues you can take when it comes to remarketing. You don’t just have to retarget site visitors or video viewers. Currently, Facebook allows you to create custom audiences based off these sources:
Fully utilising these sources can result in more granular and original remarketing audiences that can skyrocket performance and boost campaign efficiency.
Implementing a Sequential Remarketing Strategy & Best Practices
To fully embellish a sequential remarketing strategy, it would be wise to adhere to some of these best practices:
- Create a separate campaign for each phase – You can use different objectives for each phase, helping to nurture your prospects and guide them down the marketing funnel, eventually achieving your final and primary objective.
- Use different creative formats and assets for each phase – Not only will you keep your content fresh, but this will also keep your audience engaged at each stage, helping to combat ad fatigue and reduce drop off rates.
Strategy 1 – Storytelling
Scenario: Retail Client - New Collection Launch
Objective: Video Views.
Targeting: Includes generic prospecting activity to broaden audience.
Creative: Video ad bringing awareness to the new collection range.
Targeting: Includes anyone who viewed 50% of the Phase 1 video ad.
Creative: Collection Ad that opens into an Instant Experience to give more information regarding the collection’s uniqueness, as well as containing product details.
Targeting 1: Includes anyone who engaged with the Instant Experience in Phase 2 and targets them with Dynamic Product Ads that are associated with the collection product feed.
Targeting 2: Includes anyone who viewed the range on the website in the last 30 days. This will provide a comparison to show the effectiveness of your sequential remarketing strategy.
Creative: Carousel DPA that automatically pulls through the products the users are most likely to purchase in the collection range.
Strategy 2 – Cross-selling
Scenario: Retail Client – wants to push sales of secondary products
Targeting: Remarketing activity targeting highly qualified audiences.
Creatives: Static of hero product (e.g. a double bed).
Objective: Catalogue sales.
Targeting: Purchasers of hero product.
Creatives: DPAs showing associated products of hero product (e.g. pillows, duvets, etc.).
Now it’s your turn!
In conclusion, I hope this blog brings awareness of how successfully implementing sequential remarketing can help your account prosper, offering unique ways to retarget you consumers and fresh strategy to put yourself above the competition. Happy remarketing!