Understanding Sequential Retargeting After iOS 14: A Guide for 2024

Understanding Sequential Retargeting After iOS 14: A Guide for 2024

As an ecommerce shop owner, you’re likely familiar with the concept of retargeting. It’s a powerful marketing strategy that allows you to reach out to potential customers who have already shown interest in your products or services. But with the recent changes brought about by iOS 14, understanding sequential retargeting has become even more important for the success of your online business. In this guide, we’ll take a deep dive into sequential retargeting after iOS 14 and provide you with strategies to navigate these changes effectively.

What is sequential retargeting?

Sequential retargeting is a strategy that involves showing a series of ads to potential customers in a specific sequence. This allows you to tell a story or guide prospects through the customer journey, increasing the likelihood of conversion. By showing different ads in a specific order, you can build brand awareness, nurture leads, and ultimately drive sales.

How did iOS 14 change sequential retargeting?

iOS 14 brought about significant changes in how user data is tracked and used for advertising purposes. With the introduction of App Tracking Transparency (ATT), users now have more control over their data and are required to opt-in to allow apps to track their activity across other companies’ apps and websites. This has made it more challenging for ecommerce shops to track and retarget users across different platforms and devices.

What sequential retargeting looks like in action

Blog post ad

Imagine a potential customer visits your blog and reads a post about the benefits of your product. With sequential retargeting, you can show them a follow-up ad that highlights a specific feature or offers a limited-time discount to encourage them to make a purchase.

Email signup ad

If a visitor lands on your website and signs up for your email list but doesn’t make a purchase, you can use sequential retargeting to show them ads that promote exclusive deals or highlight customer testimonials to build trust and encourage them to complete a purchase.

Product roundup ad

After a user has viewed a specific product on your website, you can retarget them with ads that showcase related products or offer complementary items. This helps to keep your brand top of mind and increases the chances of cross-selling or upselling.

Sequential retargeting strategies for post–iOS 14

Broaden your retargeting sequences for website visitors

With the limitations on tracking user data, it’s important to expand your retargeting sequences to include more touchpoints and interactions. Consider retargeting based on time spent on your website, specific pages visited, or actions taken, such as adding items to the cart but not completing the purchase.

Invest in on-platform engagement for retargeting

Instead of relying solely on cross-platform retargeting, focus on engaging users within the platform where they interact with your ads. This could involve running video ads on social media platforms or creating interactive experiences that encourage users to spend more time within the app or website.

Convert on the first visit and remarket through other channels

Given the challenges of tracking users across platforms, prioritize converting potential customers during their first visit to your website. Once they’ve made a purchase or taken a specific action, you can then use other channels, such as email marketing or social media, to continue engaging and nurturing them as loyal customers.

Use sequential retargeting to boost sales

By leveraging sequential retargeting effectively, you can guide potential customers through the customer journey, build brand loyalty, and ultimately drive sales. It’s a valuable strategy that allows you to stay top of mind and provide relevant, personalized experiences to your audience.

Sequential retargeting FAQ

What is sequential retargeting?

Sequential retargeting is a marketing strategy that involves showing a series of ads to potential customers in a specific sequence, guiding them through the customer journey and increasing the likelihood of conversion.

What is sequential advertising?

Sequential advertising is the process of delivering a series of ads to potential customers in a specific order to tell a story, build brand awareness, and drive sales.

What are the different types of retargeting?

There are various types of retargeting, including site retargeting, search retargeting, email retargeting, and sequential retargeting, each with its own unique approach to reaching and engaging potential customers.

How does sequential messaging work?

Sequential messaging involves delivering a series of messages or ads to potential customers in a specific order, allowing you to guide them through the customer journey and increase the likelihood of conversion through personalized, relevant content.

With the changes brought about by iOS 14, understanding and leveraging sequential retargeting has become crucial for the success of ecommerce shops. By adapting your strategies and focusing on engaging users within the platforms they interact with, you can continue to drive sales and build brand loyalty in the post–iOS 14 landscape.