Remarketing
A remarketing target group includes those users who have already visited your website but have not yet completed the desired conversion (e.g., a purchase or form submission). We can then target these users with our ads for example on Facebook, Instagram, or other websites. This way, we remind them again about your product or service and can ideally motivate them to return to your website and complete the conversion.
This type of targeting is very effective, as the likelihood of conversion or purchase tends to be higher among users who have already shown interest in your product/service.
Prospecting
The aim of prospecting is to lead new users to your website who have not yet been to your website, but who also have a high probability of purchase or conversion.
To do this, the first step is to form a target group that includes users or buyers who have already converted. The algorithm of the respective platform then automatically determines the common characteristics of these users. These can be demographic information or common interests, for instance. Based on this, a prospecting target group is created that matches the common characteristics of your buyers or already converted users as closely as possible.
This is a "mirror target group", so to speak; here, too, the purchase probability is higher and thus the targeting is very effective.