Your advertising reach campaigns may bring visitors to your site, but they don’t always convert to customers. In fact, according to research from MarketingSherpa, conversion rates vary from 3 percent for retail sites to 10 percent for financial and professional service sites. Many people think this indicates a problem with the original campaign or message, but that may not be the case. It could be that the prospect simply wasn’t ready to buy at that moment, but they may be in the future. You don’t want to take a chance on losing the sale to a competitor so you need a way to stay top of mind with the target. The best way to do that is retargeting.