If a web visitor didn’t buy my product the first time they saw it, what makes you think that showing it again will change their minds?
Simply put, retargeting campaigns master the art of the “long game” in marketing.
If someone visited your site without converting (or googled relevant keywords), it is because they are interested in what you have to offer, but they just weren’t ready to pull the trigger for some reason.
Maybe they’re price comparing your services to your competitors, or maybe they are just sleeping on the decision, or maybe they even simply got distracted! Regardless, a retargeted ad reminds them about the product/service that they want. This way, whenever they are ready to pull the trigger, your brand and advertisements come to mind.
Additionally, re-targeted ads can be scheduled for an optimal time – aka, the time of day that someone is likely to make a purchase.