Retargeting is a form of online advertising that lets marketers keep their brand in front of bounced traffic after they leave a website. Retargeting works by installing a piece of code on your website (this code is called a pixel). The code drops an anonymous browser cookie on the devices of anyone who visits your site. 

Retargeting can help you reach out to them again with targeted ads in the hope that they will take the next step and convert into a paying customer. Retargeting can effectively increase your conversion rate, as you are targeting people who are already interested in what you have to offer. Retargeting allows businesses to position relevant ads in front of a defined audience that has already shown interest in their products or services. Just as importantly, retargeting keeps your brand top of mind as potential customers research solutions to their problems.