Campaign types and settings
Prospecting vs retargeting
Prospecting campaigns reach people who have not engaged with the company yet; retargeting campaigns reach people who already have.
What it is
Prospecting finds new demand; retargeting follows up on interest already shown. Accounts usually run both, with different messages and targets.
Why it matters
For lead generation and e-commerceRetargeting looks efficient because its audience is warm. Without prospecting, the warm audience shrinks and growth stalls.
In practice
Separate the two in campaigns and reports, exclude converters from both, and judge prospecting by new customers.
A common mistake
Moving budget from prospecting to retargeting because the retargeting numbers look better.