What is a key objective of retargeting campaigns?

Retargeting campaigns primarily focus on converting users who have previously engaged with a brand but have not completed a desired action, such as making a purchase or signing up for a newsletter. By serving targeted ads to these individuals, brands can remind them of their previous interest and encourage them to return to the website or app to complete the conversion.

This strategy leverages data collected from potential customers’ past interactions to create a personalized experience, making these ads more effective in driving conversions compared to traditional advertising methods aimed at new audiences. The purpose is to nurture leads and optimize the return on investment (ROI) for advertising spend by focusing on users who have already shown some level of interest, thus increasing the likelihood of further engagement and sales.