When running display advertising, there are three essential ways to do so.

Prospecting helps you reach new potential customers who have not previously visited your website.
​

By targeting new audiences, your campaign can identify where it generates the best results and optimise towards the users most likely to engage or convert.
​

Prospecting is also an effective way to drive new traffic to your website and continuously grow the audience available for retargeting.

Read more on Prospecting.

Retargeting allows you to reach users who have previously visited your website but have not yet converted.
​

Since these users have already shown interest in your business or products, they are generally more likely to engage with your ads and convert than completely new prospects.
​

We recommend keeping a retargeting campaign active alongside your prospecting campaigns to re-engage previous visitors and increase conversion opportunities.

Read more on Retargeting.