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Retargeting Sequence Designer

Designs strategic retargeting ad sequences based on user behavior and funnel stage. Triggers when user asks about retargeting strategy, remarketing ads, or "how do I bring back visitors?" Creates segmented audience sequences with messaging, creative direction, frequency caps, and platform recommendations. Outputs ready-to-implement retargeting playbooks.

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Retargeting Sequence Designer
SKILL.md
HOW_TO_USE.md
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# Retargeting Sequence Designer
 
Bring back lost visitors with the right message at the right time.
 
## Core Philosophy
 
**Retargeting is a conversation, not a chase.** Just showing the same ad repeatedly isn't retargeting—it's stalking. Strategic retargeting delivers relevant messages based on where users dropped off.
 
**The Goal:** Design retargeting sequences that feel helpful, not annoying, and convert abandoners into customers.
 
**The Principle:** Segment by behavior → Message to intent → Time appropriately → Respect frequency limits.
 
---
 
## Required Context
 
### Must Have
 
**1. Business Type**
- E-commerce / SaaS / Lead Gen / Content
- Average order value or customer value
- Purchase/conversion cycle length
 
**2. User Behavior Points**
What actions can you track:
- Page views (which pages)
- Product views
- Add to cart
- Checkout start
- Form starts
- Content engagement
- Previous purchases
 
**3. Conversion Goal**
- Primary action (purchase, signup, lead)
- Value of conversion
 
### Strongly Recommended
 
**4. Available Platforms**
Where you can run retargeting:
- Google Display/YouTube
- Meta (Facebook/Instagram)
- LinkedIn
- Programmatic
- Email
 
**5. Current Setup**
- Existing retargeting campaigns
- Current frequency caps
- What's working/not working
 
### Nice to Have
 
- Conversion window data (time to convert)
- Customer lifetime value segments
- Seasonal patterns
- Creative assets available
- Budget constraints
 
---
 
## Sequence Design Framework
 
### Step 1: Audience Segmentation
 
**Behavior-Based Segments:**
 
| Segment | Definition | Intent Level | Priority |
|---------|------------|--------------|----------|
| **Hot** | Cart abandoners, checkout started | Very High | Highest |
| **Warm** | Product viewers, engaged visitors | High | High |
| **Cool** | Category/page viewers | Medium | Medium |
| **Cold** | Bounced visitors | Low | Low |
| **Customers** | Past purchasers | Varies | Depends |
 
**Standard Retargeting Segments:**
 
```
SEGMENT HIERARCHY:
 
HOT AUDIENCES (Highest intent)
├── Cart Abandoners (1-3 days)
├── Cart Abandoners (4-7 days)
├── Cart Abandoners (8-14 days)
├── Checkout Abandoners
└── Pricing Page Visitors
 
WARM AUDIENCES (Demonstrated interest)
├── Product Viewers (1-7 days)
├── Product Viewers (8-30 days)
├── Multiple Product Viewers
├── High-Time-on-Site Visitors
└── Form Starters (Lead Gen)
 
COOL AUDIENCES (General interest)
├── Category Browsers
├── Blog/Content Readers
├── Homepage Visitors
└── Search/Resource Page Visitors
 
CUSTOMER AUDIENCES (Post-purchase)
├── Recent Customers (1-30 days)
├── Repeat Customers
├── Lapsed Customers (90+ days)
└── High-Value Customers
```
 
---
 
### Step 2: Timing Strategy
 
**Recency Windows:**
 
| Time Since Visit | User State | Messaging Approach |
|------------------|------------|-------------------|
| 0-24 hours | High intent | Reminder, urgency |
| 1-3 days | Still considering | Value reinforcement |
| 4-7 days | Cooling off | Re-engage, new angle |
| 8-14 days | May have forgotten | Brand recall, offer |
| 15-30 days | Likely moved on | Strong incentive |
| 30-60 days | Last chance | Win-back offer |
| 60+ days | Very cold | Exclude or minimal |
 
**Optimal Duration by Segment:**
 
| Segment | Recommended Window | Max Window |
|---------|-------------------|------------|
| Cart Abandoners | 14 days | 30 days |
| Product Viewers | 30 days | 60 days |
| General Visitors | 30 days | 45 days |
| Customers (upsell) | 90 days | 180 days |
| Customers (replenishment) | Based on cycle | Varies |
 
---
 
### Step 3: Frequency Strategy
 
**Frequency Caps by Segment:**
 
| Segment | Daily Cap | Weekly Cap | Total Campaign |
|---------|-----------|------------|----------------|
| Cart Abandoners | 3 | 10-15 | 30 |
| Product Viewers | 2 | 7-10 | 20 |
| General Visitors | 1-2 | 5-7 | 15 |
| Past Customers | 1 | 3-5 | 10 |
 
**Frequency by Platform:**
 
| Platform | Recommended Daily | Notes |
|----------|-------------------|-------|
| Facebook/Instagram | 1-2 per platform | Users on multiple times |
| Google Display | 3-5 across network | Lower attention |
| YouTube | 1-2 | High attention |
| LinkedIn | 1 | Professional context |
| Email | N/A | Separate cadence |
 
---
 
### Step 4: Messaging Strategy
 
**Message Progression Framework:**
 
| Stage | Day Range | Message Type | Goal |
|-------|-----------|--------------|------|
| Stage 1 | Day 1-3 | Reminder | Complete action |
| Stage 2 | Day 4-7 | Value/Benefit | Reinforce why |
| Stage 3 | Day 8-14 | Social Proof | Build trust |
| Stage 4 | Day 15-21 | Incentive | Overcome hesitation |
| Stage 5 | Day 22-30 | Urgency/Scarcity | Final push |
 
**Messaging by Segment:**
 
| Segment | Primary Message | Secondary Message | CTA |
|---------|-----------------|-------------------|-----|
| Cart Abandoners | "Still thinking?" | "Complete your order" | Return to Cart |
| Product Viewers | "Like what you saw?" | Product benefits | View Product |
| Form Abandoners | "We saved your progress" | Offer value reminder | Complete Form |
| General Visitors | "Looking for X?" | Brand value prop | Learn More |
| Customers | "Based on your purchase" | Related products | Shop Now |
 
---
 
### Step 5: Creative Direction
 
**Ad Format by Stage:**
 
| Stage | Best Formats | Creative Focus |
|-------|--------------|----------------|
| Reminder (Day 1-3) | Carousel, Dynamic | Product they viewed |
| Value (Day 4-7) | Single image, Video | Benefits, features |
| Social Proof (Day 8-14) | Testimonial, UGC | Reviews, results |
| Incentive (Day 15-21) | Single image | Offer-focused |
| Urgency (Day 22-30) | Single image | Deadline, scarcity |
 
**Dynamic vs. Static:**
 
| Use Dynamic | Use Static |
|-------------|------------|
| Multiple products viewed | Single product interest |
| E-commerce with catalog | SaaS/Services |
| Personalization needed | Brand awareness focus |
| Large product range | Limited SKUs |
 
---
 
## Output Format
 
### Executive Summary
 
```
RETARGETING SEQUENCE DESIGN
 
Business Type: [E-commerce/SaaS/Lead Gen]
Conversion Goal: [Action]
Platforms: [Where to run]
Total Segments: X audiences
Duration: X days total
 
SEQUENCE OVERVIEW:
Hot Audiences: Day 1-14 | X creatives | X frequency cap
Warm Audiences: Day 1-30 | X creatives | X frequency cap
Cool Audiences: Day 1-30 | X creatives | X frequency cap
Customers: Day 1-90 | X creatives | X frequency cap
```
 
---
 
### Audience Segment Definitions
 
**Segment 1: [Segment Name]**
 
```
AUDIENCE: [Name]
DEFINITION: Users who [behavior] but did not [goal]
WINDOW: Last [X] days
EXCLUSIONS: [What to exclude]
ESTIMATED SIZE: [If known]
PLATFORM: [Where to target]
```
 
**Targeting Setup:**
| Platform | Targeting Method |
|----------|-----------------|
| Meta | Custom Audience: [Event/Page] |
| Google | Remarketing List: [Definition] |
| LinkedIn | Website Retargeting: [Pages] |
 
---
 
### Sequence Map by Segment
 
**[Segment Name] Retargeting Sequence:**
 
```
SEQUENCE: [Name]
DURATION: [X] days
FREQUENCY CAP: [X] per day / [X] per week
 
DAY 1-3: REMINDER PHASE
├── Message: "[Headline]"
├── Creative: [Format + direction]
├── CTA: [Button text]
└── Offer: [If any]
 
DAY 4-7: VALUE PHASE
├── Message: "[Headline]"
├── Creative: [Format + direction]
├── CTA: [Button text]
└── Offer: [If any]
 
DAY 8-14: SOCIAL PROOF PHASE
├── Message: "[Headline]"
├── Creative: [Format + direction]
├── CTA: [Button text]
└── Offer: [If any]
 
DAY 15-21: INCENTIVE PHASE
├── Message: "[Headline]"
├── Creative: [Format + direction]
├── CTA: [Button text]
└── Offer: [Discount/Bonus]
 
DAY 22-30: URGENCY PHASE
├── Message: "[Headline]"
├── Creative: [Format + direction]
├── CTA: [Button text]
└── Offer: [Final offer + deadline]
```
 
---
 
### Ad Creative Briefs
 
**Creative Brief 1: [Phase Name]**
 
| Element | Direction |
|---------|-----------|
| **Objective** | [What this ad should accomplish] |
| **Audience** | [Who sees this] |
| **Format** | [Single image/Carousel/Video/etc.] |
| **Headline** | "[Suggested headline]" |
| **Primary Text** | "[Suggested body copy]" |
| **Visual** | [Description of image/video] |
| **CTA** | [Button text] |
| **Landing Page** | [Where it goes] |
 
**Example Ad Copy:**
 
```
HEADLINE: [Headline]
 
PRIMARY TEXT:
[Body copy with appropriate length for platform]
 
CTA: [Button]
```
 
---
 
### Platform-Specific Setup
 
**Meta (Facebook/Instagram):**
 
| Setting | Recommendation |
|---------|----------------|
| Campaign Objective | [Conversions/Traffic/etc.] |
| Optimization | [Event to optimize for] |
| Placements | [Automatic/Manual selection] |
| Bidding | [Strategy] |
| Attribution | [7-day click, 1-day view] |
 
**Audience Setup:**
```
Custom Audience: [Name]
Source: [Website/App/Customer List]
Event: [Specific event]
Days: [Retention period]
Exclude: [Exclusions]
```
 
---
 
**Google Ads:**
 
| Setting | Recommendation |
|---------|----------------|
| Campaign Type | [Display/YouTube/Performance Max] |
| Bidding | [Target CPA/Maximize Conversions] |
| Targeting Expansion | [On/Off] |
| Frequency Cap | [Setting] |
 
**Audience Setup:**
```
Audience Name: [Name]
Source: [GA4/Google Ads tag]
Membership: [All visitors/Event-based]
Duration: [Days]
Similar Audiences: [Enable/Disable]
```
 
---
 
### Exclusion Rules
 
**Who to Exclude from Each Segment:**
 
| Segment | Exclude |
|---------|---------|
| Cart Abandoners | Purchasers (last 30 days) |
| Product Viewers | Cart Abandoners (separate sequence), Purchasers |
| General Visitors | All more engaged segments, Purchasers |
| Customers (Upsell) | Recent purchasers (wait 7 days) |
 
**Exclusion Setup:**
 
```
EXCLUSION AUDIENCES TO CREATE:
 
1. Converters (Last 30 Days)
- Definition: Completed [conversion event]
- Use: Exclude from all prospecting/retargeting
 
2. Recent Purchasers (Last 7 Days)
- Definition: Completed purchase
- Use: Exclude from upsell (give time with product)
 
3. Email Subscribers
- Definition: Signed up for email
- Use: Exclude from lead gen retargeting
```
 
---
 
### Budget Allocation
 
**Recommended Budget Split:**
 
| Segment | % of Retargeting Budget | Rationale |
|---------|------------------------|-----------|
| Hot (Cart/Checkout) | 40-50% | Highest intent, best ROAS |
| Warm (Product/Engaged) | 30-35% | Good intent, volume |
| Cool (General) | 10-15% | Lower intent, awareness |
| Customers | 10-15% | Retention/upsell value |
 
**Budget by Phase:**
 
| Phase | Allocation | Notes |
|-------|------------|-------|
| Day 1-7 | 50% | Strike while intent is hot |
| Day 8-14 | 30% | Maintain presence |
| Day 15-30 | 20% | Final conversion attempts |
 
---
 
### KPIs and Benchmarks
 
**Expected Performance by Segment:**
 
| Segment | Target CTR | Target Conv Rate | Target ROAS |
|---------|------------|------------------|-------------|
| Cart Abandoners | 1-3% | 5-15% | 5-10x |
| Product Viewers | 0.5-1.5% | 1-5% | 3-5x |
| General Visitors | 0.2-0.8% | 0.5-2% | 2-4x |
| Customers | 0.5-1% | 2-5% | 3-6x |
 
*Benchmarks vary significantly by industry*
 
**Metrics to Monitor:**
 
| Metric | Frequency | Action Threshold |
|--------|-----------|------------------|
| Frequency | Daily | >4/week: Refresh creative |
| CTR | Weekly | <0.2%: New creative/message |
| Conv Rate | Weekly | Declining: Check offer/landing |
| ROAS | Weekly | <2x: Optimize or pause |
| CPM | Weekly | Rising: Audience fatigue |
 
---
 
### Implementation Checklist
 
**Setup Phase:**
- [ ] Create all custom audiences
- [ ] Set up exclusion audiences
- [ ] Configure pixel/tag events
- [ ] Build creative assets for each phase
- [ ] Set frequency caps
 
**Launch Phase:**
- [ ] Launch hot audiences first
- [ ] Add warm audiences after 3-7 days
- [ ] Monitor frequency closely
- [ ] Check exclusions are working
 
**Optimization Phase:**
- [ ] Review performance weekly
- [ ] Refresh creative every 2-3 weeks
- [ ] Adjust budgets based on ROAS
- [ ] Test new messages/offers
- [ ] Expand to new platforms if working
 
---
 
## Special Scenarios
 
### Scenario 1: E-commerce with Large Catalog
**Approach:**
- Use dynamic product ads heavily
- Segment by category viewed
- Cross-sell based on viewed products
- Sequence: Exact product → Category → Best sellers
 
### Scenario 2: SaaS Free Trial
**Approach:**
- Segment by trial status (started, not started, expired)
- Message based on activation milestones
- Focus on value realization, not features
- Sequence: Activation help → Feature benefits → Upgrade CTA
 
### Scenario 3: Lead Generation
**Approach:**
- Segment by form stage (viewed, started, abandoned)
- Emphasize lead magnet value
- Address objections (privacy, spam)
- Sequence: Remind value → Social proof → Alternative offer
 
### Scenario 4: High-Value B2B
**Approach:**
- Longer sequences (60-90 days)
- Account-based approach if possible
- More educational content
- Multiple CTAs (demo, case study, guide)
- Lower frequency, higher quality
 
---
 
## Limitations
 
**I can design:**
- Audience segmentation strategy
- Messaging sequences
- Creative direction
- Platform setup guidelines
- Frequency and timing strategy
 
**I cannot provide:**
- Actual audience sizes (need your data)
- Custom audience creation (need platform access)
- Creative production
- Pixel/tag implementation
- Budget recommendations without data
 
**For complete implementation, you'll also need:**
- Properly configured tracking pixels
- Creative design resources
- Platform ad accounts
- Budget allocation
- Testing infrastructure
 
---
 
## Quality Checklist
 
Before delivering sequence design:
- [ ] All behavior segments identified
- [ ] Timing windows defined for each segment
- [ ] Frequency caps specified
- [ ] Message progression makes sense
- [ ] Exclusions prevent audience overlap
- [ ] Platform-specific setup included
- [ ] Creative briefs are actionable
- [ ] Budget allocation recommended
- [ ] KPIs and benchmarks provided
- [ ] Implementation checklist included
Ready
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Frequently Asked Questions

Common questions about Retargeting Sequence Designer and how to use it effectively with Claude.

Retargeting Sequence Designer is a pre-built AI skill for Claude that helps with marketing tasks. Designs strategic retargeting ad sequences based on user behavior and funnel stage. Triggers when user asks about retargeting strategy, remarketing ads, or "how do I bring back visitors?" Creates segmented audience sequences with messaging, creative direction, frequency caps, and platform recommendations. Outputs ready-to-implement retargeting playbooks. This skill is designed to work seamlessly with Claude Code and other Claude-powered applications, enabling marketers and businesses to automate and enhance their marketing workflows.

To use Retargeting Sequence Designer, download the skill files and add them to your Claude project. The skill includes a detailed HOW_TO_USE.md guide that walks you through the setup process step by step. Simply follow the instructions to integrate the skill into your workflow and start generating results immediately.

Unlike traditional marketing tools, Retargeting Sequence Designer leverages Claude's advanced AI capabilities to provide intelligent, context-aware assistance. It combines pre-built expertise with Claude's reasoning abilities, allowing for more nuanced and customized outputs. The skill is also free to use, continuously updated, and integrates directly with your existing Claude workflow.

Absolutely. The skill files are fully editable, allowing you to modify the prompts, add your own brand guidelines, or adjust the output format to match your requirements. You can also combine this skill with other Claude skills to create powerful automated workflows tailored to your business needs.

Yes, Retargeting Sequence Designer is completely free to download and use. All InsightfulPipe skills are open source and designed to help marketers and businesses leverage AI more effectively. You can download the skill files, use them in your projects, and even modify them to suit your specific requirements.