Technologies such as retargeting and remarketing (which are essentially the same thing, just under different names) allow you to re-target ads to those visitors who left the site without making any purchase. Retargeting is a very important part of modern contextual advertising, and it allows you to get the most out of it, almost without missing visitors. This is the same interest-based advertising that shows banners or teasers of a site that has already been visited multiple times (according to some studies, it takes 7 to 10 times to be guaranteed to do all the necessary work to convert a visitor into a buyer). Such technologies are present in all major contextual advertising systems today - there is Yandex.Direct retargeting, Adwords retargeting, and many others. For the retargeting capability itself, it is imperative that the system can interact with the visitor in a variety of ways. Then the correct setting of retargeting will allow you to repeat the desired advertising to the same user many times - in search results, when he visits thematic similar sites, etc. We carefully set up remarketing in Google for our clients - to the point that they can be sure - every visitor to their site will see their ad over and over again.
The best results are shown by the so-called dynamic retargeting, which is the most personalized. Of course, in order for Yandex.Direct remarketing or Google Adwords remarketing to work at all, a certain change in the advertiser's website is required, a piece of code must be placed there, which will track user actions (in particular, product viewing). For that same dynamic Google remarketing to perform best, you need the right information for it. It works simply - if a visitor viewed a certain group of products, but did not make any purchase, then with repeated communications with him, some new products from the same group that may interest him will be shown again. The main disadvantage of remarketing is repetition, because many customers don't like to see the same ads over and over again. And here you can order contextual advertising that will always change dynamically in order to constantly interest potential buyers with something new. Thus advertising of goods on the Internet will always reach its target audience - and repeatedly, until the maximum number of visitors makes purchases.