It is often the case that customers do not decide to make a purchase on their first website visit. Instead, they look for similar offers and compare products. That's where you need to come in, reminding potential buyers using remarketing ads to bring them back to your website, so you have a better chance of them completing the purchase in your online store - so the conversion will be yours and not your competitors. Using Google Ads Remarketing as part of paid advertising will help you recall your customers, increase your brand awareness and benefit from closer customer loyalty, which translates into better conversion rates.