Furthermore, statistics show that up to 60% of those who start to engage in your call to action, drop it before making the final step. On short, the number of lost visitors is overwhelmingly higher than the number of those you seduced.
Relevance boost and redundancy cut to convert those who leave you into followers
Sequential remarketing campaigns are the real data driven answers to these challenges. Users who checked your website are tracked, so that you may know the products, services or actions they were interested in, along with several other indicators, like age, gender, devices used to connect and so on.
Based on previously collected data, they are prompted with tailored ads, closely related to their interests, while they surf the net. Displaying relevant ads when they check on other websites allows you to build upon familiarity and notoriety, while also remaining relevant to them. According to recent research, this mixture between salience and relevance may boost users’ ad response up to 400%.
By using sequential remarketing strategies, you also ensure a natural decision making route for your visitors. There is a silver line between awareness building and becoming redundant. Redundancy kills your audience. It brings boredom, irritation and arouses active rejection responses. Salience, by the other hand, ensures familiarity, acceptance and trust building. Sequential remarketing allows you not only to shadow the large audience who left you and to keep staying in its sight, but also to track the exposure to your message and build natural routes for re-exposure.
People who saw your ad once are further prompted with different versions of the ad, so that they don’t get bored, but their intention to act is nurtured. Sequential remarketing is based on storytelling techniques and moves your audience from one phase to another, by creating a story which starts with the first ad display and ends with an action taken on your website. While some advertisers employ sequential remarketing for Facebook and YouTube, few of them make use of it for structuring their Google Ads campaigns, as this doesn’t come handy and requires human knowledge, non-automatic development of different audience layers.
Bring them back through ads displays and remarketing list search ads
After setting up optimal tracking system for your website, the first thing you should do is to improve your Google Adwords display campaign, based on data collection. You want people who visited your website to stay tuned with your offer, based on their specific interests and actions taken while they first checked upon you. Prompting granular tailored ads across their digital journey allows you to weight the intention they had when they discovered your services. Search ads also come highly efficient to catch the proper moment when users become ready to act. Targeting those who are searching for a specific product or service allows you to welcome them just in time, when they grew more decided in acting upon a problem they face and you can solve.
Search retargeting goes beyond your pool of visitors and reaches people who manifested interest in your offers by searching for products and services like yours, but are unaware of your offers. Most of them pass through the consideration phase of the buying cycle and your ad provides them with the opportunity to contextually learn more about the services you provide. Contextual learning means learning when a person really has an interest in doing so. It’s correlated with the highest level of valuation and remembrance. To expand your audience, you may also make use of lookalike audience retargeting. People with similar profiles to your visitors, but who didn’t check on your website are traced and prompted with your ads.
Create stories that guide your audiences across the buying funnel
But no matter what remarketing tactic you employ, you need a strategy to diminish redundancy and shape users’ routes to your website. After all, this is the strong trait of sequential remarketing. You decide not only what ads to be prompted in front of whom, but also what future ads should welcome those who were already exposed to your main message.
Employing sequential remarketing technologies for Facebook allows you, for example, to split your audience according to gender, after granular targeting based on demographic filters, device and interests. You may create different start-ads for women and men and different sequences of ads for the two different categories. Mainly, you provide each day, a new experience, perfectly tailored for different segments of your public, smoothly stabilizing the brand in their memory or moving them along the buying funnel. In day one you may display one ad and for those who saw it, to provide a second ad in day two. You may go on, providing news about products, reviews and offers to gradually educate and incite action.
The same story-like exposure may be created on YouTube in order to gradually unfold your message in front of different segments of your public. More difficult is to create this kind of experience with Google Ads Display and Search. You have to carefully segment audiences in accordance with a specific action visitors took on the website within a specific time frame. For example, you may target audiences comprising of people who saw a product one week ago, who filled a form a month ago or bought something three months ago. Then you start layering your audiences by days.
It’s not an easy task but it pays back. For example, lost visitors who dropt a shopping cart may be immediately prompted with a “Buy now”-type of add, but for those who mainly reached your homepage, without browsing through your menu, you may develop a sequence of ads. First you may expose them to your special offers, than, to positive reviews, than to your fast service and customer-cantered policies and so on, until you move them from the ”See” stage of the buying funnel, to the “Do” stage. For more details, see AIDA model of buyers’ decision making.
Sequential remarketing allows you to gradually qualify your audience to act on your offers and build strong and natural awareness on your brand, with no redundancy and high relevance ads. Although a complex manoeuvre, the alternative is to always hunt for new audiences, instead of nurturing those who already expressed an interest in your services. This may prove not only unwise, but budget-draining on the long run.