One of the best ways to use re-marketing is to give people a discount or another reason to buy. Remember that there might be a reason why they didn’t buy the first time round. It might have been that the price was too high, or they may have wanted to shop around first. Give them a code for 10% off or another exclusive discount. This will tempt them to shop with you.
One someone has converted, make sure they receive the best possible service. This will make re-marketing especially valuable, as that customer is then more likely to become a repeat customer.