Not sure what ‘remarketing’ is? In theory, remarketing allows display advertisers to show specific ads to users who have visited designated page/pages on their website. These ads can be as tailored and specific as desired and offer advertisers to target a group of people who are very highly desirable – visitors who have previously checked out particular pages of an advertisers site and done some tire-kicking.

Now, why should this matter to advertisers? Well, unfortunately potential customers rarely make a purchase on their first visit to any given site. Consumers move through the buying cycle from research mode to purchase more slowly than that. Remarketing is an advertiser’s opportunity to reach out to previous visitors and try to woo them back for a purchase.

This ability should be thoroughly tested and exploited for the benefit to the advertiser’s business. Reaching out to consumers who are further along the buying cycle with your message is a great opportunity. Don’t ignore it by being ‘lazy’ or ‘too busy’ to make this opportunity another advantage over your competitors.