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This can also make brands seem increasingly legitimate and recognisable to customers.

Remarketing re-engages potential customers that may have left a website without making a purchase by reminding them of their last interaction with the website, pushing them to purchase the previously abandoned product. Remarketing through pay-per-click (PPC) ads is a cost effective measure, since it depends on clicks, to drive sales.

A remarketing campaign could be created by building a remarketing list on Microsoft Advertising. Adding a remarketing tag defines the specific pages, product or services the ads should target. This tag pushes PPC ads to retarget customers that may have moved to a price comparison or other relevant websites, for example.

With a Barilliance research finding the average cart abandonment rate to be 78.65% in 2017, retargeting makes businesses seem increasingly legitimate and recognisable as customers come across the business or product at important places throughout the product search journey.

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