Showing your ads again to people who looked but did not buy or get in touch. Most people who visit a website leave without doing anything, and this is the campaign that goes back to them.
It works because these people already know who you are. They came to your site, looked at something, and left, which is a very different starting point from an advert shown to a stranger. Cost per click tends to be lower and the response better, because you are talking to somebody who was interested enough to arrive in the first place.
It is strongest for shops, where the obvious use is the abandoned basket: somebody added an item, got distracted, and never came back. It is honest to say this rarely stands on its own. It needs traffic already arriving from somewhere else, so it works as an addition to campaigns that are running rather than as your first move into paid advertising.
You already have people arriving at your website, from ads, search or anywhere else, and most of them leave without buying or getting in touch. You sell something considered enough that people go away and think about it. If you run a shop with abandoned baskets, this is the campaign that goes after them.
If you do not have meaningful traffic yet, there is nobody to show these ads to and this does nothing: get the traffic first with the Google Ads Setup or search work. If your product is bought on the spot with no thinking time, there is little to bring people back for, and the budget is better spent reaching new people.
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