Whenever I'm asked what I would do first in Facebook Ads or Google Display Network, ensuring that I get decent conversion numbers, my answer is always...

Remarketing!

As Google explains,

Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

As such, remarketing can be a strategic component of your advertising whether you're looking to drive sales activity, increase registrations, or promote awareness of your brand. Re-targeting users who've already visited your site without converting, to try to convince them once again, should be a no-brainer choice.

And, if the visit was somewhat recent, they probably remember your brand and can even recall some of your products. Assuming that your offer has a market, pushing them to convert is likely far easier than convincing someone who has no idea at all of who you are or what you sell.

Of course, remarketing tends to be much more effective in promotions such as;

• complex products or services which usually require several site visits before converting,
• when new customer acquisitions have high costs,
• when what you promote is subject to repeated purchases, cross selling of other products/services, or up selling with additional quantities of the same item or higher value ones.

In other words, when done rig...