What is the purpose of remarketing in Google Ads?

Remarketing in Google Ads specifically focuses on targeting ads to users who have previously visited your website. This strategy is effective because it helps advertisers reconnect with potential customers who have already shown interest in their products or services. When these users browse other sites within the Google Display Network or conduct searches on Google, they're shown ads related to the brand or products they previously engaged with, increasing the likelihood of conversion.

This approach leverages the existing interest of users, effectively keeping the brand top of mind and encouraging them to return to the website to complete a purchase or take another desired action. Remarketing is particularly powerful because it allows for personalized messaging based on past interactions, leading to higher engagement and conversion rates.