Understanding Sequential Retargeting: A Detailed Guide for Digital Marketers

Sequential retargeting is a sophisticated marketing technique designed to engage specific target audiences at various stages of their decision-making journey. By tailoring ads to users based on their online behavior, this method helps businesses convert potential customers into actual ones. Understanding the intricacies of sequential retargeting can significantly enhance the efficiency and effectiveness of your digital marketing campaigns.

What is Sequential Retargeting?

Sequential retargeting involves delivering targeted ads to users based on their actions during the purchase process or when interacting with digital ads. This strategy leverages the unique journey each user takes with a company, from initial search and browsing to adding items to a cart and making a purchase.

Adaptation Based on User Actions

The core of sequential retargeting lies in the ability to adapt the ad creative and messaging to the user's behavior. For instance, if a user visits an online store, looks at a product, but does not make a purchase, they might later see ads for that very product on other websites they visit. This is because the store has identified the user's interest and is attempting to convert them into a customer by re-engaging them with relevant ads.

The Role of User Sequences

Sequential retargeting varies in sequence, but it is typically focused on actions taken by previous visitors and customers. Just as a consumer interacts with a company in a series of steps—searching, revisiting, adding products to a cart, and abandoning or proceeding to the checkout—the advertising strategy adapts to these sequences. This personalized approach ensures that the messaging is relevant to the user's position in the purchasing funnel.

Hypothetical Examples of Sequential Retargeting

Example 1: Customized Re-Capture Campaigns for eCommerce

Imagine a company that drives traffic to its website. Sequential retargeting is set up for users who:

Click on ads on the site; Add a product to their cart; Buy the product.

When users return to the site, the ads are tailored to their previous actions, prompting them to move to the next step in the sequence or revisit a previous one. A smart company would set up a series of messages to maintain engagement and avoid ad fatigue. For example, if someone comes back once and leaves, the first ad would invite them to finish their purchase. On their next visit, there might be another ad with a slightly different message, encouraging them to complete their journey.

Example 2: Granular Sequence for Advertisement Buyers

Other companies, such as those buying ads, might use sequential retargeting with less detailed sequences. They could set up sequences for:

Visitors who just clicked the ad and left immediately; Visitors who clicked and spent a certain amount of time on the site; Visitors who clicked the ad and entered the purchase cycle.

For visitors who enter the purchase cycle, the messaging might be more detailed and integrated throughout the website and different sequences shown on ad networks for those users. The length of the sequence can vary based on the amount of information needed to complete a purchase. For less impulse-driven products, such as financial services or online education, the sequence might be longer, as the decision-making process involves more steps and research.

Adapting to User Behaviors

Smart advertisers know that the buying cycle is complex and that users revisit websites multiple times. By understanding these behaviors and data, advertisers can tailor the sequence to match the user's actions. For instance, if a user comes back five times, the sequence might have five ads. However, if they only come back once or twice and the decision is based more on price than on brand, the sequence might be shorter.

Conclusion

Sequential retargeting offers a powerful tool for digital marketers to engage users across multiple touchpoints. By adapting the messaging and creative to the user's journey, businesses can enhance customer engagement and convert more leads into sales. Whether you're working with eCommerce or advertising buyers, the key is to understand the unique sequence of actions that each user takes and tailor your messaging accordingly.