Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.

1. Facebook Sequential
Advertising
Tara West
Head of PPC | Etch | @ tara_dee_west / @EtchUK

2. Think back to the last time you walked
into a shop and were bombarded by
a pushy sales person…

3. Advertising is no different!

4. Amazon asked me to ‘shop now’ before
I knew anything about what
Amazon Fashion was

5. They should have primed me first so I
had been introduced to the concept
before they asked me to ‘shop now’
Stage 1:
video
about
the
concept
Stage 2:
Carousel
of key
products
to explore

6. If they had created an ad sequence like
this, I would have been more likely
to click and eventually purchase

7. “You need to nurture your audience
and move them gradually from
awareness to purchase.”
@Tara_Dee_West / @EtchUK
#HeroConf

8. Sequential Advertising
is a great way to do this!

9. What is Sequential Advertising?
Sequential Advertising is when a
series of ads are shown to the
audience in a specific order, and
each message informs the next.

10. This presentation is only about
Sequential Advertising on Facebook

11. Why use
Sequential
Advertising?

12. Facebook and Adaptly performed a
study into the effectiveness of
Sequential Advertising with lifestyle
brand
Refinery29:
They targeted a lookalike audience of
their most engaged email subscribers.
They used a sequence of three ads with
messaging designed to achieve:
1. Branding
2. Consideration
3. Action (email sign-ups)
Here’s whey found out…

13. Sequential Ads allow you to gradually
move users down the conversion funnel

14. “If consumers see the entire ad
sequence, your ability to lead them to
purchase is significantly stronger.”
@Tara_Dee_West / @EtchUK
#HeroConf
Source: http://bit.ly/1EbPZnI

15. Sequential Advertising can
increase conversions

16. Subscriptions for
Refinery29
increase by 56%
when they used
Sequential
Advertising on
Facebook
Source: http://bit.ly/1EbPZnI

17. Sequential Advertising allow you to
tell your brand’s story

18. “Campaigns that tell a brand story
before asking people to buy
something are significantly more
effective than ones that focus
immediately on encouraging people
to take an action”
Source: http://bit.ly/1EbPZnI

19. Sequential Advertising
can reduce ad fatigue

20. Sequential Ads ensure your traffic is
more qualified and higher quality
because it has been primed first

21. Sequential Advertising can reduce your
Cost Per Conversion

22. Types of
Sequential
Advertising

23. These two types of Sequential
Advertising were ‘coined’ by Facebook

24. Funnel based Sequential Advertising
with three stages

25. “People who are
exposed to all three
of the ads in the
sequence convert at
a higher rate than
those who have seen
one or two”
Source: http://bit.ly/ZErT4b
@Tara_Dee_West / @EtchUK
#HeroConf

30. Stage 1: meet the brand
Stage one could be a
Video Ad educating
the audience about
the importance of
helping their children
develop healthy eating
habits from a young
age

31. Stage 2: the teaser
Stage two could be a Canvas
Ad which builds on the
message about healthy eating,
and also includes examples of
products and their benefits like
being easy for busy parents to
use.

32. Stage 3: the hook
Stage three could be a
Carousel ad featuring
the most popular
products. It is the time to
present a final call-to-
action of ‘Shop Now’.

33. Priming and Reminding Sequential
Advertising with two stages

34. Priming and Reminding
sequenced ads by
Quaker Oats showed an
uplift in message
association of up to
3.3% compared to the
control ad set which
didn’t use this approachSource:
http://bit.ly/1IYbrvc

38. Stage 1: set the stage
Stage one could set the
stage with a Video Ad which
promotes the nutritional
benefits of oats and
introduces the Oatober
campaign which encourages
people to try a different oat
recipe each day in October.

39. Stage 2: the synopsis
Stage two could be a
Carousel Ad which is a
reminder of the nutritional
message in the first ad,
coupled with a call-to-action
to view the Oatober recipes.

40. Pick and Mix
Sequential Advertising!
(I made this one up!)

41. Considerations
for Sequential Ad
campaigns

42. Targeting is as important as ever

43. Create ad sequences which are relevant
to each of the audiences you are
targeting in each ad set

44. Adjust the length of the ad sequence
depending on how well
the audience knows your brand

45. Adjust the tone of the messaging
depending on how well
the audience knows your brand

46. The images you choose are a
key part of the sequence

52. Test different ad format combinations

53. If your KPI is traffic, Facebook
recommend testing two phases of
static website click ads:
Source :http://bit.ly/1ABKwp6

54. If your KPI is conversions, Facebook
recommend testing video ads then a
phase of static website click ads:
Source :http://bit.ly/1ABKwp6

55. Pick your moment to run sequencing,
for example during a sale isn’t a great
time because people are price driven

56. Consider any other advertising you’re
running so you don’t bombard your
audience with conflicting messaging

57. How to set-up
Sequential
Advertising

58. There are two ways to build Sequential
Advertising campaigns on Facebook

59. title
Subtitle
Body text
True Sequencing is where you run all
the ads in the same ad set

64. 1. In power editor go to create a campaign as normal,
but choose Reach and Frequency instead of Auction:

65. 2. Choose the date range you want the campaign to
run for, the frequency you want to achieve and the
reach you want to achieve:

66. 3. Check the average frequency is actually high
enough for your sequence to be achieved:

67. 4. Create your ads in the Ads tab as normal, including
all ads which will run in the sequence in the same ad
set:

68. 5. You must upload your ad set and complete your
order before Facebook will let you set a sequential
order for your ads

69. 6. Once uploaded, go to the Ad Set Edit pane where
you’ll see an option to choose Sequenced under the
delivery section:

70. 7. Once you’ve added all your ads to the sequence
you can drag and drop to re-order them:

71. title
Subtitle
Body text
Manual Phased Delivery Sequential
Ad campaigns on Facebook

77. For manual phased delivery, simply set your ad sets up
as normal and schedule them to run one, after the other
by selecting dates that follow on from the last set.
Use Facebook Engagement Audiences
to create seamless sequences

78. Facebook
Engagement
Audiences

79. “An Engagement Custom
Audience is a Custom Audience
made up of people who have
engaged with your content on
Facebook. "Engagement" refers to
actions like spending time viewing
your videos, or opening your Lead
Form or Canvas.”
Source: Facebook

80. Types of engagement audience

84. “Use Facebook Engagement
Audiences to target your ad
sequences manually. Target people
who engaged with your first ad with
the second ad, and so on..”
@Tara_Dee_West / @EtchUK
#HeroConf

86. 1. In Power Editor go to create a Custom Audience as
normal, but choose Engagement Audience as the
type:

87. 2. Next choose the source of engagement:

88. For Video choose the engagement type from the list
below and a membership duration up to 180 days:

89. “Consider the total length of your
video when choosing the percent
viewed or seconds viewed required
of your Video Engagement Audience”
@Tara_Dee_West / @EtchUK
#HeroConf

90. For Canvas choose the engagement type from the list
below and a membership duration up to 365 days:

91. For Lead Ads choose the engagement type from the
list below and a membership duration up to 90 days:

92. title
Subtitle
Body text

95. Stage 1:
A Video Ad including Flossie
the Flamingo (their logo)
which talks about how the
candles are organic and
hand made.
They could then create a
Video Engagement Audience
of people who watched 10
seconds.

96. Stage 2:
Target those who engaged
with the video with a Canvas
Ad which encourages them
to take a peek at the latest
collection. The canvas could
use a mix of Carousels,
Video, and Images with
reviews from bloggers.
Create a Canvas
Engagement Audience to
target in stage three.

97. Stage 3:
Target those who engaged
with the Canvas with a
Carousel containing a
product focussed message
and clear ‘Shop Now’ call-to-
action.

99. Stage 1:
Run a Canvas ad with
Videos about making
cocktails using Bombay.
Created an audience of
everyone who engaged with
this Canvas to use in the
next stage.

100. Stage 2:
Target people who engaged
with the Canvas Ad with
Website Click Carousel ads
which lead the user to their
website for the recipe.

102. Stage 1:
Run a Website Click Ad
encouraging the audience to
learn more about Snagit.
Land the audience on
bespoke landing pages and
create a remarketing list of
that audience to use in the
next stage.

103. Stage 2:
Run Lead Generation Ads to
everyone who landed on the
bespoke landing page and
offer them a free trial.
Create a Lead Engagement
Audience of people who
submitted the form to use in
stage three.

104. Stage 3:
Run Website Click Ads again
to encourage the audience
who filled in a Lead Form
and took a free trial to now
sign-up to the full version.

105. “There is no one-size-
fits-all approach to
Sequential Ads on
Facebook. Create your
own based on your
objectives and budget”
@Tara_Dee_West / @EtchUK
#HeroConf

106. Now go and test it out!

107. Thank you!
Tara West
Head of PPC | Etch
@Tara_Dee_West / @EtchUK
#HeroConf
tara.west@etchuk.com

108. Image Credits
• Times Square Image: Luciano Mortula / Shutterstock.com <a href="http://www.shutterstock.com/gallery-178732p1.html?cr=00&pl=edit-00">Luciano Mortula</a> / <a
href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a>
• http://www.shutterstock.com/pic-79797529/stock-photo-pushy-salesman-with-an-oversized-grin-coming-in-for-a-handshake-isolated-on-white.html?src=cF_kWoRlbhusAAetnzNUWQ-1-1
• siam sompunya / Shutterstock.com: <a href="http://www.shutterstock.com/gallery-2305706p1.html?cr=00&pl=edit-00">siam sompunya</a> / <a
href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a>
• http://www.shutterstock.com/pic-270619055/stock-photo-the-word-why-printed-on-clothespin-clipped-cards-in-front-of-defocused-glowing-lights.html?src=OaAp9s-yGl5pWf1ZzzaeZw-1-5
• http://www.shutterstock.com/pic-415318672/stock-vector-vector-illustration-of-a-businessman-and-sales-funnel.html?src=undefined-1-0
• https://giphy.com/gifs/cartoon-90s-nickelodeon-WbfcrrqkbScCs
• http://www.shutterstock.com/pic-431585749/stock-photo-female-driver-hand-shifting-gear-manually-selective-focus.html?src=-9rBSSkw2aoFh-7if64reQ-1-35
• https://giphy.com/gifs/lottery-powerball-horror-stories-rsWZsq0VqCiTm
• https://www.facebook.com/business/news/value-of-storytelling-on-facebook
• https://giphy.com/gifs/oh-edition-maIEBUU5OmrMA
• http://www.shutterstock.com/pic-307475744/stock-photo-funny-cat-is-studying-chemistry-cat-holding-bulb-with-liquid.html?src=Iw0D24ZcEq1PbmP2Qw_shQ-1-27
• http://www.shutterstock.com/pic-247845670/stock-photo-picture-of-man-and-woman-with-wedding-ring.html?src=Lon0nwJbwfnV3NqQ85TuUg-1-1
• http://www.shutterstock.com/pic-187685681/stock-photo-vintage-photo-of-movie-clapper-on-wood.html?src=BbyNpdRGP8jU5Q-AV2u7ow-1-20
• http://www.shutterstock.com/pic-173198834/stock-photo-a-little-girl-wearing-womens-black-high-heel-shoes.html?src=2dtStsIDzGmrYj7-xxyazA-1-18
• http://www.shutterstock.com/pic-164854316/stock-photo-funny-toddler-girl-with-beautiful-curly-hair-wearing-a-blue-dress-is-trying-on-her-mothers-high-heels-shoes-in-front-of-a-big-elegant-
mirror-in-a-white-bedroom.html?src=gbzrIs3FVCCxbCJwIBWyVA-1-0
• http://www.shutterstock.com/pic-415964203/stock-photo-examples-word-written-on-wood-block.html?src=EghlQn5c6zRo0s7vUfIBcQ-1-1
• http://www.shutterstock.com/pic-299381816/stock-photo-ranking.html?src=MWAepgv-ukqzsMtBISH8CQ-1-69
• http://www.shutterstock.com/pic-274620704/stock-photo-handyman-equipment.html?src=9NizbcTTTJjercoMObuYgA-1-13
• http://www.shutterstock.com/pic-165334646/stock-photo-sweet-display-on-a-market-in-barcelona.html?src=kxA1mGj2HaUX0yEKvKIZWQ-1-0
• http://www.shutterstock.com/pic-144012865/stock-photo-chocolate-cream-and-original-croissant-and-doughnut-mixture-isolated-on-white.html?src=LdenUbrHoimS7M8qWNZx_Q-1-10
• http://www.shutterstock.com/pic-365284043/stock-photo-plant-growing-in-savings-coins-investment-and-interest-concept.html?src=mTpr2zfbzo6mBQ2q97O_Yw-1-23
• https://giphy.com/gifs/true-how-i-met-your-mother-13uDde6AxxDW5G
• http://www.shutterstock.com/pic-422724763/stock-vector-collection-of-different-colored-sheets-of-note-papers-with-curled-corner-and-push-pin-ready-for-your-message-vector-illustration-
isolated-on-white-background-front-view-close-up.html?src=qWtTqqZ5Zq-Wis8WkIWaBQ-1-50
• http://www.shutterstock.com/pic-420441688/stock-photo-different-direction-concept-with-businessman-looking-at-chalkboard-with-arrow-sketch.html?src=ZXNnBGRG1lrziLztr88VAw-1-2
• http://www.shutterstock.com/pic-159814466/stock-photo-office-worker-with-post-its-all-over-his-face.html?src=8M8TN1iNBhpHqULvcW0KZA-1-5
• http://www.shutterstock.com/pic-339766613/stock-photo-rubber-stamp-over-paper-background-with-five-stars-printed-on-it-concept-image-for-illustration-of-high-customer-experience-and-
quality-level.html?src=PksRUuazQgMFteogvm3HCw-1-26

109. Image Credits
• http://www.shutterstock.com/pic-255832126/stock-photo-stainless-steel-funnel.html?src=WW5w6idHrZJ9QNuzWzr3iw-2-10
http://www.shutterstock.com/pic-327334616/stock-photo-coins-graph-going-down.html?src=-5LvZZFSokdZfqk_mxzwxg-1-2
• http://www.shutterstock.com/pic-317390282/stock-photo-targets-hit-in-the-center-by-arrows.html?src=r9DXjrn8qA80JRKi0SEK-g-1-8
• http://www.shutterstock.com/pic-328664324/stock-photo-empty-paper-sheet-on-refrigerator-door.html?src=ZPrVSHdqgjqaHj4nLMvGJA-1-82
• http://www.shutterstock.com/pic-272057600/stock-photo-theater-curtain-and-stage-with-dramatic-lighting.html?src=F0t2s__dzkOUG8E_emIneQ-1-0
• http://www.motherandbaby.co.uk/reviews-and-shop/feeding/baby-food/ella-s-kitchen-first-tastes-veg-range
• http://www.shutterstock.com/pic-285607226/stock-photo-marketing-segmentation-target-audience-customers-care-customer-relationship-management-crm-customer-analysis-and-focus-
group-concepts.html?src=cXK-3f1ND4rIujOJAIaHsA-1-1
• http://www.shutterstock.com/pic-248155564/stock-photo-cropped-image-of-construction-workers-shaking-hands-in-cabin-at-site.html?src=pXcCNwxFaSWUBKzt17S_4A-1-39
• http://www.shutterstock.com/pic-188726156/stock-photo-find-out-more-appearing-behind-torn-brown-paper.html?src=sU6EtEKCuIUSdFJUYTauvA-1-4
• http://www.shutterstock.com/pic-173828771/stock-photo-lot-of-colorful-lures-with-the-fishing-rod-on-the-wooden-pier.html?src=eDgBjI_FgTieIfwRpoJbqA-1-62
• http://www.shutterstock.com/pic-200509871/stock-photo-architect-desk.html?src=EzMc2PbM-6mQFcfJR3fAPQ-1-11
• http://www.shutterstock.com/pic-162030899/stock-photo-old-chronometer.html?src=UiNU4eZB8tvOy91EMkFTgw-1-10
• http://www.shutterstock.com/pic-199029341/stock-photo-businessman-thinking-about-the-route.html?src=2k5NMY9z3Cx_S-rKAFRaCw-1-8
• http://www.shutterstock.com/pic-270785567/stock-photo-calculator-with-how-much-calculator-with-how-much-and-notepad-pen-on-background.html?src=r5Y--1xt1PI-LUW0D9dWdw-1-3
• http://www.shutterstock.com/pic-262943429/stock-photo-cpc-cost-per-click-handwritten-text-in-a-notebook-on-a-desk-3d-render-illustration.html?src=Iq6hNyXSZqOkm-cidF-FyQ-1-17
• http://www.shutterstock.com/pic-121961872/stock-photo-thinking-women-with-question-mark-on-white-background.html?src=enppfL8kBvDmAX2Zq9kJ5w-1-2
• http://www.shutterstock.com/pic-350713817/stock-photo-measuring-and-precision-concept.html?src=LvSAq3Y3tOMwA-AIHKJwQg-1-3
• http://www.shutterstock.com/pic-110370773/stock-photo-colourful-paper-shopping-bags-isolated-on-white.html?src=nC-pnanXbfFPXwiUvBLl8w-1-0
• http://www.shutterstock.com/pic-255266638/stock-photo-large-group-of-people-seen-from-above-gathered-together-in-the-shape-of-two-hands-reaching-out-each-
other.html?src=VZGEQ1ZAGJGP5po8JHH5sQ-1-2
• http://www.shutterstock.com/pic-246798679/stock-photo-mock-up-poster-with-ceiling-lamps-3d-illustraton.html?src=HH-BxtQIciiAPmH5vf21FA-1-7
• http://www.shutterstock.com/pic-289952918/stock-photo-lead-generation-concept.html?src=twttuhe3N5lOX7S0b8Z4Mg-1-2
• http://www.shutterstock.com/pic-305148257/stock-photo-person-is-taking-photo-with-a-smartphone.html?src=pAxSHh6fyYUT_WhsUIWbXg-1-33
• http://www.shutterstock.com/pic-111103529/stock-photo-whats-your-story-question-printed-on-an-old-typewriter.html?src=mzrNxh5FHcTUW-hJT7iXlw-1-8
• http://www.shutterstock.com/pic-224141776/stock-photo-close-up-book-on-table-in-sunset-time.html?src=mzrNxh5FHcTUW-hJT7iXlw-1-7
• http://www.shutterstock.com/pic-305589053/stock-photo-business-people-and-money-concept-happy-smiling-businesswoman-with-dollar-cash-money-on-blue-background-and-forex-graph-
going-up.html?src=yZ0y6yQAkbUel182WLPfLQ-1-15
• http://www.shutterstock.com/pic-491600296/stock-photo-vojvodina-serbia-september-30th-2016-illustrative-editorial-set-of-photo-frames-with-age-created-abstract-photos-isolated-on-
wooden-background-photo-frame-for-your-object-copyspace.html?src=95PREB-cGjmzdXrdCh20BQ-1-50