Gavin is creating a Google Display ads campaign to help grow sales for his online clothing store. His goal is to connect with users who previously viewed pages on his website without making a purchase. Which option will best serve Gavin's marketing goals?

Analysis of Correct Answer(s) - Remarketing is the ideal solution for Gavin's goal. This targeting method allows advertisers to show ads specifically to people who have previously visited their website or used their mobile app. By setting up a remarketing list for "users who viewed product pages but did not purchase," Gavin can directly re-engage this high-intent audience with tailored ads, encouraging them to return and complete the sale.

Analysis of Incorrect Options - Affinity Audiences: These are broad, top-of-funnel audiences based on long-term interests and lifestyles (e.g., "fashionistas"). This option is for building brand awareness, not for targeting specific users who have already visited a site.

• In-Market audiences: This option targets users who are actively researching and intending to buy products in a certain category. While useful for finding new customers, it doesn't specifically isolate the group of users who have already visited Gavin's website.

• Similar Audiences: This feature helps find new users who have similar characteristics to an existing remarketing list. It is a prospecting tool for expanding reach, not for reconnecting with the original list of past visitors.