Remarketing displays customized ads to people who have previously visited your site. The ads are displayed on other websites those people visit across the internet, like Google and Facebook. These ads are different from the search ads you display with typical PPC campaigns.
Remarketing ads don’t target all of your previous visitors; they’re designed to target specific segments who have used search terms in the past and which are most likely to convert. Those specific segments are targeted with even more specific ads tailored for their demographics.
In other words, each segment you target will be presented with a slightly different ad customized to appeal to their specific wants and needs.
Retargeting works extremely well because it allows you to narrow down your advertising messages to reach people with highly customized marketing messages. Knowing this, it makes sense that retargeted ads get more clicks than standard display ads.
If you’re not using remarketing, you’re leaving money on the table in both your paid search and content marketing campaigns.