How does retargeting enhance ad performance?

Retargeting enhances ad performance primarily by keeping ads visible to users who have already interacted with the brand. This strategy capitalizes on the prior engagement that users have had, whether it be through visiting a website, clicking on an ad, or engaging with content. Since these users have demonstrated some level of interest, retargeting serves to remind them of the product or service, which can significantly increase the likelihood of conversion.

Maintaining visibility among these users helps solidify brand recognition and encourages them to reconsider their prior interactions, effectively guiding them further down the purchase funnel. By targeting an audience that is already familiar with the brand, retargeting can lead to improved return on ad spend and increased overall effectiveness of marketing campaigns.

In contrast, frequent changes in ad content may not target the right audience effectively, reducing the potential for conversion. Reducing the frequency of ad impressions would limit exposure rather than enhancing it, and increasing advertising costs without a corresponding increase in effectiveness would not be a viable strategy for improving ad performance.