Remarketing enables you to show ads to those who have previously visited your website or been exposed to your ads at some point. The ability to identify and act upon user behavior in this way introduces one of the most powerful innovations in marketing history.
Remarketing is the link between the various targeting methods which enables a powerful and fully integrated online marketing strategy. For example, if someone has been previously exposed to your ads through a search targeted campaign, you can reinforce or expand upon your message with appropriately adjusted messages through your ads on the display network. You can radically improve ROI by segmenting new ads to varying audiences, or prevent exposure entirely. For example, if you sell printers and a user has already purchased a printer through one of your ad campaigns, you will likely want to now show them ads for printer supplies, but not the printer itself any longer. Remarketing puts exactly this type of targeting creativity in your hands.