Your client wants to show ads to people who’ve visited her website before. Which Adwords feature would you recommend she use?

Remarketing is the Google Ads feature you should recommend to show ads to people who’ve visited your client's website before. This powerful tool works by placing a small snippet of code, or a pixel, on the website that adds visitors to a specific audience list via browser cookies. When these users leave the site and browse other platforms within the Google Display Network or search on Google, the system recognizes their cookie and triggers the client’s ads to appear. It is mechanically designed for re-engagement, allowing businesses to tailor their messaging based on the specific pages or products a visitor previously viewed. By keeping the brand top-of-mind for users who have already shown interest, remarketing significantly increases the likelihood of a return visit and final conversion, making it the most effective strategy for capturing 'lost' traffic and moving potential customers further down the sales funnel.