Guide to Sequential Retargeting: How to Use Multi-Platform Ads to Drive Conversions

Staying ahead of the curve doesn’t just require understanding new technologies, but mastering them in practical applications. One such cutting-edge approach is multi-platform sequential retargeting—a strategy that leverages the power of narrative-driven advertising across multiple channels to guide potential customers through the buyer’s journey. This technique, when executed well, can significantly boost conversion rates and improve brand recall, making it an essential tool in any marketer’s arsenal.

What is Multi-Platform Sequential Retargeting?

At its core, multi-platform sequential retargeting is the practice of serving a series of related ads to a user across different platforms (such as social media, display networks, and search engines) in a specific sequence. The goal is to create a cohesive and compelling narrative that gradually persuades the user to take the desired action, whether that’s making a purchase, signing up for a newsletter, or downloading an app.

Think of it like a well-crafted TV series. Each episode builds on the last, keeping the audience engaged and moving them closer to a resolution. Similarly, in sequential retargeting, each ad is a “chapter” in the story you’re telling, designed to move your audience closer to converting.

Why Multi-Platform?

Consumers are more fragmented in their media consumption than ever before. They might start their day scrolling through Instagram, switch to Facebook during lunch, browse the web on their desktop in the afternoon, and finish the day on YouTube. To effectively reach your audience, you need to be where they are—on multiple platforms.

Multi-platform retargeting ensures that your message follows your audience across these touchpoints, creating a unified brand experience. According to a study by Google, consumers who see ads on multiple platforms are more likely to develop a lasting awareness of your brand and convert.

The Sequential Approach

Sequential retargeting isn’t just about blasting users with the same ad repeatedly. It’s about telling a story. Here’s how to structure your sequence:

1. Awareness (Stage 1): Start with a broad message designed to introduce your brand or product. The goal here is to generate interest without overwhelming the user. This could be a video ad on YouTube or a visually appealing image ad on Instagram that highlights the unique selling points of your product.
   • Example: Imagine a brand launching a new fitness app. The first ad could be a short video showing the app’s interface and the ease of tracking workouts, aimed at creating awareness among fitness enthusiasts.
2. Consideration (Stage 2): Once a user has interacted with your initial ad, they move into the consideration phase. Here, your retargeting ads should dive deeper into the benefits of your product, perhaps using customer testimonials, detailed product demos, or special offers.
   • Example: The next ad in the sequence for the fitness app could feature a testimonial from a user who achieved significant health improvements using the app, combined with a limited-time offer for a free trial.
3. Decision (Stage 3): In this stage, the user is close to making a decision. Retargeting ads should focus on driving conversions. This could be through a direct call-to-action (CTA), such as “Sign Up Now” or “Buy Today,” possibly coupled with an incentive like a discount or bonus offer.
   • Example: The final ad might be a reminder of the free trial offer, with an additional incentive like a discount on the first paid month if they sign up within 24 hours.

Platforms to Consider

Different platforms serve different purposes and reach different audiences. Here’s how to leverage some of the most effective ones:

• Facebook & Instagram: Ideal for both awareness and consideration stages, thanks to their rich visual formats and sophisticated targeting options. Use carousel ads to showcase multiple aspects of your product or video ads for engaging storytelling.
• Google Display Network (GDN): Perfect for capturing users as they browse the web. GDN’s expansive reach allows you to reinforce your message during the consideration stage, especially with visually compelling display ads.
• YouTube: A powerful platform for both awareness and consideration. Use skippable in-stream ads for quick, impactful messages or non-skippable ads to ensure your entire story is seen.
• LinkedIn: Ideal for B2B products and services, particularly in the consideration and decision stages. Sponsored content and InMail can deliver your message directly to decision-makers.
• Twitter: Great for real-time engagement and pushing limited-time offers during the decision phase. Use promoted tweets and video ads to keep the momentum going.
• TikTok: Leverage TikTok’s short-form, highly engaging video format to capture attention during the awareness stage. Use visually dynamic and authentic content that aligns with TikTok trends, and retarget viewers who interact with your content using in-feed ads or Spark Ads. TikTok’s unique algorithm makes it especially effective for building brand awareness among younger demographics and niche communities.

Practical Application: Setting Up Your Multi-Platform Sequential Retargeting Campaign

1. Audience Segmentation: Start by segmenting your audience based on where they are in the customer journey. Use tracking pixels and cookies to identify users who have interacted with your content, visited your website, or engaged with your social media channels.
2. Crafting the Story: Develop your narrative arc. What is the story you want to tell? What are the key messages for each stage of the journey? Ensure that each ad in the sequence is distinct yet connected to the others, creating a coherent narrative.
3. Platform Selection: Choose the platforms that best align with your audience’s media consumption habits. For example, younger demographics might be more active on Instagram and YouTube, while professionals might be more reachable on LinkedIn.
4. Ad Creation: Develop the creative for each stage. Remember, each ad should serve a specific purpose in the sequence, and the tone and content should evolve as the user moves through the funnel.
5. Implementation: Set up your campaigns on the chosen platforms. Use each platform’s native retargeting tools, such as Facebook’s Custom Audiences or Google’s Remarketing Lists for Search Ads (RLSA), to target users who have interacted with your brand.
6. Testing and Optimization: Once your campaign is live, monitor its performance closely. Use A/B testing to experiment with different creatives, messages, and sequences. Pay attention to key metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
7. Analyzing and Iterating: After the campaign ends, analyze the results. Which platforms and ad sequences performed best? What can you learn for future campaigns? Use this data to refine your strategy and improve future sequential retargeting efforts.

Thought Experiment: The Power of Storytelling in Sequential Retargeting

Consider the case of a high-end skincare brand launching a new product line. The marketing team decided to use multi-platform sequential retargeting to drive online sales. They started with a Facebook video ad introducing the product, highlighting its natural ingredients and luxurious feel. Users who watched at least 50% of the video were then served a carousel ad on Instagram, showcasing customer testimonials and before-and-after photos.

For those who clicked on the Instagram ad but didn’t purchase, the brand targeted them with a Google Display ad offering a limited-time discount, which appeared on lifestyle blogs and beauty websites. Finally, users who still hadn’t converted received a YouTube ad featuring a celebrity endorsement and a strong CTA, urging them to buy before the discount expired.

The results? A marked increase in conversion rates compared to the brand’s previous campaigns, with a significant uplift in ROAS across all platforms.

Conclusion

Multi-platform sequential retargeting is more than just a buzzword; it’s a powerful strategy that, when executed correctly, can significantly boost your marketing ROI. By understanding your audience, crafting a compelling narrative, and strategically leveraging different platforms, you can guide potential customers through their journey and drive them to action.

This approach requires meticulous planning, creative execution, and constant optimization. But the rewards—higher conversions, improved brand recall, and more engaged customers—make it well worth the effort. So, if you’re looking to take your retargeting efforts to the next level, it’s time to start thinking sequentially and across platforms.