Retargeting (AKA remarketing) involves displaying banner ads to people who have visited your website in order to encourage them to buy your services.
Retargeting works by placing a pixel on your website, which is completely unnoticeable. Each time a potential customer visits your website, this pixel then places cookies on their browser, essentially allowing you to ‘follow’ them around the web. From there, you can use display ads to target them on other sites and social media platforms they are using.
Displaying ads that are relevant to the user, and which contain your logo, helps to build brand recognition. The more a visitor is exposed to your brand, the more likely they are to come back to your site and buy your product or service.