For retargeting customers who visited their ecommerce website in the last 30 days, which audience type should be used?

Using a Custom Audience is the most effective approach for retargeting customers who have visited an ecommerce website in the last 30 days. This audience type enables marketers to target individuals based on specific criteria, such as their previous interactions with the website. By setting up a Custom Audience, advertisers can directly reach those visitors and deliver personalized messages or promotions, thereby increasing the likelihood of converting those visitors into customers.

Custom Audiences are particularly valuable for retargeting because they allow marketers to segment their audience based on actual behaviors and engagements, such as page views, purchases, or product inquiries. This tailored approach enhances the relevance of the ads shown, making it more likely that previous visitors will return and complete a purchase.

In contrast, other audience types like Lookalike Audience, Broad Audience, and Saved Audience are less suitable for this specific retargeting goal. Lookalike Audiences focus on finding new customers who resemble existing ones, rather than targeting those who have already shown interest. Broad Audiences and Saved Audiences may reach a wider demographic but do not specifically target recent visitors, potentially diluting the effectiveness of the retargeting efforts.