To be able to explain the importance of remarketing and to make a brief summary of its use in Google (At the end I speak a bit of Microsoft – Bing – LinkedIn) It is good to think about how many times you are thinking of buying something, you can enter in amazon , a store and for some reason (normally in my case it’s because I do not want to spend at that moment or I think I can get cheaper elsewhere) you leave and forget for a few hours, days or weeks. But in many cases you end up buying what you wanted. Remarketing allows you to get those sales or those “lost” customers.
TL: DR 🙂 Remarketing allows you to show ads specifically to people who have seen your website before.
Remember that the standard of Google when you create Remarketing is to unite in an audience or list everyone who visits your website without caring if the origin of the visit is social networks, an email campaign, etc. So you have to create rules and thus have more control of your audience in each campaign, that is, control the budget and increase your ROAS and ROI.
Important: There is also Facebook and Bing Remarketing. I believe that due to the expansion of Microsoft Network with the acquisition of LinkedIn, we will continue to see accelerated progress in how we can “target” the B2B market.