With Facebook ads, you can use insights and data about your audience to create Custom Audiences, helping you remarket your products or services to people who are already aware of your brand.
This could mean people who visited your site but bounced before buying anything, or it could mean previous customers.
But when the same person sees the same ad too many times, they get tired of it.
This is called “ad fatigue.”
If you retarget the same ad to someone again and again, they'll stop caring about it.
They kind of mentally “tune it out,” or worse, they hide or report it.
(When someone hides your ad on Facebook, the algorithms interpret that as negative feedback. This impacts your Relevancy scores and other factors that affect the cost and reach of your ads.)
Sequential retargeting is a way to target the same person repeatedly, while still maintaining the kind of novelty you need to grab their attention.
In a recent blog post, AdEspresso explains how you can implement sequential retargeting in your own campaigns.
Use Sequential Retargeting
All custom audience advertising on Facebook is retargeting. You’re picking up clues from individuals and responding with something you think (or hope) they’ll be interested in.
Usually, retargeting ads can help avoid ad fatigue. However, Facebook ads do have a notoriously short lifespan.
Think about it this way.
The biggest danger online ads face is the irrelevancy. The same ad, shown to the same person, over the course of weeks, goes unclicked. Obviously, that person will just start ignoring the ad completely. Or worse, you’ll push them to download ad blocking technology.
Enter: Sequential retargeting.
You show different ads to the same people over different times in one day and eventually, hopefully, land on the right offer that appeals to each.
You stop-start different ads every few days to see if an eBook beats a checklist. Or if “Twitter ads” beats “Facebook ads.” Or if a discount really is the way to go after all.
The trick is novelty. You want to appear new, even if it isn’t. New stuff gets noticed. The same-old, same-old gets ignored.
Let’s say someone starts an eCommerce checkout process but stops.
You can attempt a blanket discount to pull them back in.
But if that doesn’t work over the course of a week, you can try a risk reversal by emphasizing that there’s nothing to lose (free shipping, returns, and samples).
Button colors don’t significantly lift conversion rates. The offer does.
AdEspresso ran an experiment to test the conversion rates of lead ads vs. landing pages. That’s not the point here. Instead, the sequential retargeting sequence they used, is:
[image source: AdEspresso]
Every three days they kicked off a new ad offer. Some were focused on Facebook. Some were focused on Instagram. Others on general topics like social proof and custom audiences.
Why is this important?
Because the ad that eventually gets clicked gives you implicit data to better personalize your next few ads.
You have another custom audience, lying in wait, for someone to click on Offer A (Facebook ads) as opposed to clicking on Offer B (Twitter ads).
Each ad has its own landing page. Perfect message match. But more importantly, perfect personalization.
[image source: AdEspresso]
Now, you know what they’re interested in. You know they’re trying to dive deeper into Facebook ads. So you know exactly how to personalize the contents of every follow-up from here on out.
You can read more about customizing your Facebook at campaigns over at AdEspresso.
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