What is the primary benefit of retargeting ads?

Retargeting ads primarily serve to encourage returning visitors to complete desired actions, such as making a purchase or signing up for a newsletter. When visitors engage with a website but do not finalize their interaction—perhaps abandoning their shopping cart or leaving after viewing certain content—retargeting allows advertisers to strategically follow up with those individuals. It reminds them of their prior interest by displaying ads that are tailored to their previous interactions, thus increasing the likelihood that they will return and complete the desired action. This approach leverages the familiarity of the brand and the interest already shown by the visitor, making it an effective strategy in driving conversions.

While increasing brand awareness and reaching new audiences is a valid objective of many advertising strategies, retargeting specifically targets individuals who have already expressed interest in the brand, making it a more focused tactic. Offering the same deals to all visitors does not take advantage of the specific interests shown by different visitors and does not capitalize on the benefits of personalized marketing. Lastly, stopping all ad placements after an initial interaction would undermine the concept of retargeting, which is predicated on the idea of engaging users who have already shown an interest.