Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.
Remarketing helps you reach people who have previously visited your website or used your mobile app. Previous visitors or users can see your ads when they browse websites that are part of the Google Display Network, or when they search for terms related to your products or services on Google.
Remarketing data is used to match your users to Google accounts, add users to remarketing lists, generate similar audiences, show dynamic ads, and to ensure your Google Ads remarketing campaigns comply with Google’s policies. In addition, reports containing audience data are available in your Google Ads account and any other accounts you’ve shared your audiences with.
Remarketing ads have much higher click-through rates and conversion rates since you are showing your ads to visitors who have already interacted with you in some form. Therefore as they browse other parts of the web, you stand to gain better recognition and brand exposure relating to your target audience, raising trust which makes them more likely to purchase from you.