Retargeting is often associated with direct response campaigns. Banner advertisements have long been used to urge people to "Click Now!", or take advantage of a timely deal. When a user visits your site, or engages with your brand in some way, and leaves without converting, retargeting provides you with an invaluable opportunity to encourage them to come back. Based on the goals of your retargeting campaign and how a user interacted with you, you can serve them advertising with highly targeted and relevant messaging. For example, if a user abandoned a shopping cart immediately after shipping costs were calculated, you can serve creative that offers free shipping if they complete the order within 24 hours.