We’ve all been there: You’re searching the web for some new shoes but then get distracted by a TV show or an incoming text message. Upon opening up your laptop again, you notice that there’s magically an ad for the running shoes you were looking at before.

Coincidence? Not in the slightest.

Smart marketers understand that there is no magic wand needed for this trick. Instead, they strategically utilize retargeting to reengage missed consumer opportunities.

This powerful strategy — when implemented properly — can inspire casual browsers to convert into customers. And many companies are willing to pay more for retargeted ads because they appear for consumers whose intent to purchase is typically higher, such as shoppers who have abandoned an ...