Driving traffic to your website has never been easier thanks to Facebook advertising. Regardless of this fact, studies show that on average it takes 8 impressions before a prospective customer will act on a product.
If you’re only running one advertisement on a low frequency, chances are that there will be way fewer conversions than if you had an ad set that put your product in front of your audience more often.
Even when visitors go to your site, only 2% of them will end up making a direct purchase or following through with contacting you. What you want to do is subtly guide them through a sequence of action-events that will lead them to the final goal of contacting you about your services or purchasing your product (For example, visiting your homepage > browsing categories > viewing products > adding them to the cart > making the final purchase).
Considering how low conversion rates typically are, retargeting and using ad sequencing can be hugely effective in terms of upping that percentage and closing more deals.
In Facebook Advertising, there is a sequencing tool that lets you arrange up to 50 ads to be shown to your target audience in the order of your choosing. In a way, you are handing these sequenced action-events to them: by viewing your ad, they’re seeing your site categories, other suggested products, and even being led directly to a shopping cart.
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Playing with narrative is a great way to utilize ad sequencing as well. If you want to give information or tell a story to your audience, your first ad can show the beginning of the story, and your ads following can complete the narrative. By the time your audience has seen the whole story and land on your final ad, they’re way more likely to act on it because they’ve hit that 8+ impressions mark!
To set up sequencing, visit the Ads Manager and create your campaign. Once you’ve reserved your reach and frequency campaign, you can select your ad set and edit the delivery to “Sequenced”. For more details, visit the Facebook Business Advertiser Help Centre.