If 2% of your traffic converted on the first visit, it leaves another 98% that could essentially convert as well if you remind them about your product/service. Every time the 98% of visitors see your banner and brand content, the more familiar they become with your brand and it gives them more reason to re-visit your website. They might have been window shopping the first visit, but when they’re ready to make a purchase, having a click-able banner ad on-screen becomes very convenient.
Retargeting has proven to yield higher click rates and increased conversions. A successful retargeting campaign is all about strategies and segmentation. Show the right ad to the right person at the right time and sales is yours for the taking.