What strategy do retargeting ads employ?

Retargeting ads focus on engaging users who have previously interacted with a brand or shown interest in its products or services. This strategy works by displaying ads to individuals who have previously visited a company’s website or engaged with its content, reminding them of their prior interest and encouraging them to return and take action, such as making a purchase.

The effectiveness of retargeting comes from its ability to target potential customers who are already familiar with the brand, increasing the chances of conversion compared to targeting brand new customers. By nurturing this interest with relevant ads, businesses can improve their overall conversion rates and effectively drive sales.

In contrast, targeting only new customers, promoting new product launches, or generating social media followers are different marketing strategies that do not specifically focus on re-engaging those who have already expressed interest in the brand. These approaches do not leverage the prior engagement of consumers, which is the core principle behind the effectiveness of retargeting ads.