Remarketing – or retargeting as it is sometimes called – allows you to put Google Ads in front of a specific audience of people that has already visited your website. The psychology and research behind this proven approach is that consumers visit a site multiple times before making a purchase. You’re simply reminding them you’re still there, and providing a more organic ad experience. This technique can increase your brand exposure and ROI, get you higher click-through and conversion rates, and it allows for a range in budget. When it comes to downsides, we’d be hard put to find one for remarketing.