Retargeting is indispensable for Digital Marketing. Most of the e-commerce web sites are using this feature. Retargeting, often defined as Remarketing, is a type of online advertising that helps a company to show its product to a customer after a visit. Customers, while using other apps or browsing other websites, might see your product in ads. In other words, Retargeting is customizing ads in order to customers' visits.
Retargeting works with cookies. Your web developer places a small code on your website which can be referred as a pixel. This code can not be noticed by your site visitors, hence, website performance remain the same. When a visitor comes, code activates a browser cookie. Later, that visitor browses another websites, that cookie retargets advertisements. Therefore, those ads only served the ones who visited your website in the past. With this technology, potential customers also see relevant ads to them.
On the other hand, your company is spending money on ads which is focused on potential customers.
If you want to reach your potential customers, you need to understand your customer type and where they are. According to Google stats, 95% of a person's time spent on the Web is reading news or blogs. You can optimize your ads to only be shown in those kinds of websites. However, you need to be carefully diagnosed with your customer type. Just because people are reading news, that doesn't mean your potential customers are reading news all the time.
You can understand your customers by investigating websites, which websites will lead to better leads. After the investigations, you can start customizing your code and make your ad to be shown in those particular places. Therefore, your conversion rates will go higher than ever.
[Google Ads (AdWords) Latest Updates on Targeting Options (2018)]((https://popupsmart.com/blog/google-ads-latest-updates-2018)