Remarketing can be a winner for your ad strategy, but too many businesses use outdated tactics. Most remarketing campaigns rely on basic audience segmentation and generic messaging. That might have worked a few years back, but it doesn’t cut it today.
It’s time to modernize your remarketing campaigns and try something different. Automated nurturing sequences are a more strategic approach. They are multi-step strategies that guide customers through their buying journey by serving ads that evolve, based on engagement. This builds trust, handles objections, and moves users closer to making a purchase or becoming loyal customers. These techniques deliver more personalized experiences, in-line with today’s consumer trends.
In this article, we’ll explore three fully developed automated nurturing sequences you can implement in Google Ads, along with the steps involved, with the list types defined. Each one is designed to move your audience progressively from awareness to conversion or loyalty. To put these strategies into action, you’ll need to create specific remarketing lists for each step of the sequence, aligned with user behavior and engagement levels.
Let’s dive into how to build these remarketing sequences.
Sequence 1: Awareness to Conversion Journey
The Awareness to Conversion Journey works because it guides users step-by-step from getting to know your brand to taking action. Instead of pushing for a sale right away, it builds trust by delivering content that becomes more relevant and personalized as users interact more. Starting with broad awareness and moving to deeper value and clear calls to action helps keep users engaged without feeling pressured. It nurtures potential customers by addressing their needs at each step of the decision-making process. By strategically sequencing the messaging, you create a smoother path to conversion that feels natural and non-intrusive.
Objective: Move users from initial brand awareness to conversion through a structured sequence of ads.
Step 1: Awareness
Audience List: All Website Visitors (30 days) or specify first-time visitors who viewed a key landing page or homepage.
Criteria: Users who visited key landing pages or the homepage but did not convert.
Purpose: Capture general interest to start the journey.
Ad Messaging: Highlight value propositions or popular products. Introduce your brand without a hard sell
Example Copy: “Discover the tools to level up your [product category]. Find your solution today.”
Step 2: Interest
Audience List: Repeat Visitors (14 days) and/or engaged with an introductory ad.
Criteria: Users who visited the site at least twice within the past 14 days.
Purpose: Identify users with heightened interest and deliver more specific messaging.
Ad Messaging: Showcase customer testimonials, social proof, or limited-time offers to deepen interest.
Example Copy: “See why [Brand Name] is trusted by thousands. Explore real success stories.”
Step 3: Consideration
Audience List: Engaged Visitors with product pages or educational content.
Criteria: Users who viewed product pages, case studies, or detailed guides.
Purpose: Move interested users closer to conversion with deeper content.
Ad Messaging: Push deeper insights like product comparisons, demos, or interactive content.
Example Copy: “Still comparing options? Get a personalized demo to see what sets us apart.”
Step 4: Conversion
Audience List: Cart Abandoners (7 days), users who added to cart but did not complete the purchase.
Criteria: Users who added items to the cart but did not complete the purchase.
Purpose: Remind users to complete their purchase with incentives.
Ad Messaging: Create urgency or offer a discount to complete the transaction.
Example Copy: “Almost there! Complete your order and save 10% today.”
Sequence 2: Engagement to Loyalty Journey
The Engagement to Loyalty Journey is all about turning one-time buyers into repeat customers. The goal is to build a connection, make customers feel valued, and keep your brand top of mind. It’s designed to keep users engaged even after their first purchase by reinforcing the value they received and encouraging continued interaction. This sequence is particularly useful for boosting customer lifetime value (CLV) by creating touchpoints that nurture brand affinity and loyalty. By continuously providing value and maintaining communication, your customers are more likely to make repeat purchases and develop long-term brand loyalty.
Objective: Turn engaged users into loyal customers by nurturing them with consistent value and post-purchase content.
Step 1: Engagement
Audience List: Content Consumers, users who downloaded a resource or signed up for a newsletter.
Criteria: Users who downloaded an ebook, whitepaper, or signed up for a newsletter.
Purpose: Nurture leads who have shown interest in educational or thought leadership content.
Ad Messaging: Offer related content or follow-up educational resources.
Example Copy: “Enjoyed the guide? Discover how to put these strategies into action with our expert tips.”
Step 2: First Purchase
Audience List: First-Time Purchasers, new customers who recently converted.
Criteria: Users who completed their first purchase within the last 30 days.
Purpose: Welcome and thank new customers while offering additional value.
Ad Messaging: Introduce a welcome series or offer a discount on their next purchase.
Example Copy: “Welcome to the family! Get 20% off your next order as a thank you.”
Step 3: Repeat Purchase
Audience List: One-Time Buyers (60 days), customers who purchased once but haven’t returned in 60 days.
Criteria: Users who made a purchase but haven’t returned within the last 60 days.
Purpose: Encourage repeat purchases with incentives or new product recommendations.
Ad Messaging: Highlight complementary products or subscription options.
Example Copy: “Loved your last purchase? Complete the set with these customer favorites.”
Step 4: Loyalty
Audience List: VIP Customers, repeat customers with high lifetime value.
Criteria: Users who have made multiple purchases or are part of a loyalty program.
Purpose: Maintain engagement and reward loyalty with special offers or VIP content.
Ad Messaging: Reward loyalty with VIP discounts or exclusive content.
Example Copy: “You’re a VIP! Enjoy early access to our new collection.”
Sequence 3: Abandoned Cart Recovery
Cart abandonment is a big problem for e-commerce brands, but this strategy makes it easier to retrieve lost sales. The idea is to follow up with users through a series of personalized messages like reminders, limited-time discounts, and customer reviews that make it easy for them to pick up where they left off and complete their purchase. The Abandoned Cart Recovery sequence re-engages potential buyers who expressed interest but didn’t complete the transaction. By combining timely reminders, urgency-driven messaging, and social proof, this approach nudges hesitant shoppers toward completing their purchase. It’s an essential strategy for minimizing lost opportunities from high-intent audiences.
Objective: Re-engage users who initiated a purchase but didn’t complete the checkout process.
Step 1: Reminder
Audience List: Cart Abandoners (1-3 days), users who added items to the cart but did not checkout.
Criteria: Users who added items to the cart but didn’t purchase within the first 1-3 days.
Purpose: Prompt a quick comeback with a friendly nudge.
Ad Messaging: Friendly reminder of their incomplete purchase.
Example Copy: “You left something behind! Come back and complete your order.”
Step 2: Urgency
Audience List: Cart Abandoners (4-7 days), Users who still haven’t checked out after the first reminder.
Criteria: Users who still haven’t checked out after the first reminder.
Purpose: Add a sense of urgency with limited-time discounts or low stock warnings.
Ad Messaging: Add a sense of urgency with limited-time discounts or low stock warnings.
Example Copy: “Hurry! Your items are almost gone. Complete your order now and save 10%.”
Step 3: Social Proof
Audience List: Cart Abandoners 7+ Days, users who didn’t respond to urgency messaging.
Criteria: Users who didn’t respond to urgency messaging.
Purpose: Build confidence with reviews and testimonials.
Ad Messaging: Use customer reviews or testimonials to reassure them.
Example Copy: “Over 1,000 happy customers love this product! Don’t miss out.”
Step 4: Final Attempt
Audience List: Long-Term Cart Abandoners (14+ days), users who still haven’t converted after multiple attempts.
Criteria: Users who still haven’t completed the purchase after two weeks.
Purpose: Offer the most significant discount or free shipping.
Ad Messaging: Offer a significant discount or free shipping as a last-ditch effort.
Example Copy: “Final offer: Free shipping if you complete your order today!”
Wrap-Up
Automated nurturing sequences are about creating a cohesive and progressive experience rather than throwing generic ads at users. The goal is to match your messaging with the buyer’s level of engagement, guiding them seamlessly from awareness to conversion, or from first purchase to loyalty. By implementing structured sequences that evolve as user intent deepens, you’ll see higher engagement, better conversion rates, and stronger customer relationships.
