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Remarketing is a highly targeted method of advertising where ads are shown to people who have already visited your website or otherwise interacted with you. Set up remarketing campaigns are designed to display ads to potential customers who visited your site or used your mobile app.
If you are running a Google Ads account, and your goal is to get your users to take a desired conversion action (i.e., purchase, sign up, phone call), you should be running a remarketing campaign.

It’s an effective technique that allows you to stay connected to your target audience while also building brand awareness.

Lucky for you, there are a number of tools and strategies to help you with your remarketing efforts, from generating a Smart List to creating a custom audience using a Facebook pixel.
User lists enable businesses to create highly targeted campaigns. Users who have visited a sign-up page are likely to be closer to converting than those who visited the homepage, for example. A hard-sell ad, offer code or other incentive may work well for the first group, whereas a softer “find out more” ad may get a better response from the second group.
Targeting an audience that has already shown an interest in your products or services can lead to higher conversion rates and an impressive return on investment (ROI), as this audience is already warm. By targeting ads to consumers with an established interest in buying your product or service, you’ll convert more leads and reduce your cost per acquisition (CPA).