Retargeting Stack - The Ticket Sales System

Retargeting Stack | Example

What is a “Retargeting Stack?”

A retargeting stack is a sequence of follow up advertisements that are delivered to someone who has already engaged with you online. In most other industries, this would mean 3-5 completely different ads with different image/video content, different messaging, different goals etc…

In The “Ticket Sales” System a retargeting stack refers to a similar idea, but has been somewhat simplified. We create a sequence of nearly identical ads, but the messaging in the ad copy changes slightly on a regular basis. Typically, these changes reflect impending deadlines, changes in ticket prices, or countdowns to the day of the event in an attempt to create urgency and to get people to buy tickets online before the event opens it’s doors.

Please take a look at the example we’ve provided below.

This is a typical ad we may use to push early ticket sales. We emphasize the deadline and the chance to save money, and try to create as much urgency as possible.

As the early bird deadline approaches we make sure to emphasize that time is running out. Notice that the changes are only to the text, and they are not extensive. Just enough to continue to inform our audience. “Last Chance” doesn’t actually have to be the very last chance. It is simply a great way to let people know that their time is running out to take advantage of your offer.

The early bird deadline is almost up, and we make sure to make this clear. We might make small changes to this ad every day by counting down to the deadline. While in this case we aren’t changing the image/video it IS ok to do so. We do this simply because it saves time, and most events don’t have the time or budget to make big changes in their retargeting stack.

Now we’ve begin to countdown to the event. We will typically make small changes to the ad everyday until the doors open. We continue to emphasize the opportunity to save money buy purchasing early, and will have made sure that pre-sale prices continue until at least the day before the event.

The event is now just 3 days away, and we’ve been making changes every day of the final week to countdown to the doors finally opening. Continuing to emphasize the need to buy tickets early in order to save money.

The event is now just 1 day away, and we push for the final day of pre-sales, emphasizing the opportunity to save money, and using language to create urgency. In this kind of scenario we may even increase our retargeting budget to be sure to deliver this ad to our entire audience on the day before the event if possible.