Remarketing in digital advertising is primarily focused on targeting users who have previously interacted with a brand. The goal is to re-engage those users who may have shown interest in products or services but did not convert during their initial visit. By serving ads specifically to these users, brands can remind them of their interests and encourage them to return to the website or take action, such as making a purchase.
This strategy leverages the principle of familiarity; by presenting targeted ads to users who have already engaged with the brand, advertisers can improve the likelihood of conversion since these users are already somewhat familiar with the brand and its offerings. Remarketing campaigns often utilize cookies or tracking pixels to keep track of user behavior, enabling precise targeting strategies that resonate with individuals based on their previous interactions.
In contrast, the other options do not accurately capture the essence of remarketing. Creating new ads for untapped audiences, increasing engagement through influencer marketing, and reducing cost-per-click are strategies that focus on new customer acquisition or broader engagement tactics rather than the specific goal of re-engaging past visitors.