When is it beneficial for an advertiser to use retargeting ads?

Retargeting ads are specifically designed to re-engage users who have previously interacted with a brand's website or content but did not complete a desired action, such as making a purchase. The primary purpose of these ads is to remind previous visitors about the products or services they showed interest in, nudging them to return and possibly convert. This strategy is particularly effective because it targets users who are already familiar with the brand, making them more likely to respond positively to ads that highlight products they have previously viewed or considered.

The other options, while important in their own contexts, do not align as closely with the primary function of retargeting ads. Increasing brand awareness typically involves reaching out to new audiences who may not yet be familiar with the brand. Similarly, engaging new audiences does not capitalize on the established interest of prior visitors. Improving overall engagement might be a desirable outcome, but it does not encapsulate the targeted, reminder-driven approach of retargeting advertising, which is precisely about re-engaging those who have already expressed an interest.