What is it called when a user is retargeted with an ad containing a CTA to revisit the site after clicking on a brand's ad?

The correct answer is re-engagement marketing. This term refers to the strategy of targeting users who have previously interacted with a brand—such as by clicking on the brand's ad—and encouraging them to come back to the website. This often involves showing them ads that include a call to action (CTA) designed to entice them to revisit the site and complete a desired action, such as making a purchase.

Re-engagement marketing capitalizes on the interest that potential customers have already shown, making them more likely to convert. The use of specific CTAs can significantly enhance the effectiveness of the ads by reminding users of what they were interested in, thereby increasing the chances of returning to the site.

The other concepts, while related, reflect different strategies. Sequential messaging refers to presenting a series of ads in a sequence to tell a story or convey more complex information over time. Follow-up advertising generally means checking in with users after they've engaged, but it doesn’t necessarily mean that they are being served targeted ads based on their prior ad interactions. Dynamic remarketing uses personalized ads generated based on a user's past behavior on the site, typically featuring products they've viewed but doesn't always include an explicit CTA to revisit. Each of these strategies serves different purposes in the overall digital marketing landscape