Remarketing is an option that can be found in the Audience tab in Adwords. Remarketting allows you to target the same cutomers multiple times across the google display network by placing a cookie on their computer. This is how some ads can seem to follow you all over the internet.
In order for it to work you must include some tracking code on the relevant pages of your website. Adwords will generate this code for you while you set-up remarketing in the audience tab.
While attracting the same customer multiple times may seem counter intuitive at first there are sound reasons to implement such a practice.
1) It is rare for customers to purchase something after a single presentation
2) Remarketing helps you get found again
3) Remarketing targets customers who are likely to be interested in your product or service
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