What audience type should a business use to retarget customers who previously purchased an item from its website?

The best option for retargeting customers who have previously made a purchase on a business's website is the Custom audience type. Custom audiences enable businesses to create a specific segment of their existing customer base based on actions taken on their website, such as making a purchase. This targeted approach allows businesses to reconnect with former customers, encouraging repeat purchases or upselling related products.

Using Custom audiences leverages the data from previous interactions, ensuring that the retargeted ads are relevant and tailored to the interests and preferences of those individuals. This maximizes the likelihood of re-engagement and conversion, driving additional sales and fostering customer loyalty.

In contrast, website audiences refer to individuals who have simply visited the website without necessarily having completed a purchase. Core audiences are broader groups categorized based on demographics, interests, or behaviors that may not specifically target previous purchasers. Lookalike audiences are used to find new potential customers who share similar characteristics with an existing audience but aren't focused on those who have already engaged with the brand through past purchases. Therefore, Custom audiences are the most effective choice for retargeting existing customers.