Retargeting helps you convert window shoppers into buyers, bringing users back to your site so they can make or complete a purchase. Prospecting is a way to bring in net new customers to continue to feed and grow your retargeting campaigns. After you’ve started using retargeting, you want to keep driving the conversion machine with new, highquality prospects. Marketers do this through a number of channels, including paid search, content marketing, and demographic targeting on social networks.
However, there are a number of new tools that let advertisers target new customers more strategically. Rather than relying on static or demographic data with properties you think define your customers, you can turn to predictive audience targeting. This allows you to target users who act like your existing customers and are more likely to convert. Us’s new Prospecting product, for example, lets advertisers opt in to an intent dataset with a targeting model that helps them find new customers that are likely to be in-market for their products. Prospecting is intended to work side by side with retargeting to address the entire customer life cycle, from awareness to conversion. Make sure you’re continuing to fuel your upper-funnel campaigns by targeting new prospects and bringing new users into the retargeting funnel.