“Today, we’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.” Brad Bender, Vice President of Display and Video Advertising for Google.
With those words, the whole world of digital marketing changed. Cross-device remarketing is a huge upgrade for any company that utilizes digital marketing – whether you own an E-commerce site, a digital marketing agency, or ,if you own a company looking to get noticed by those most interested in your product or service.
Why? Until recently, Google was only providing tracking based on individual impressions, regardless the device used. But most buyers don’t work that way; they start on one device and end on another – starting on their phone, ending on their laptop or any combination of multiple devices. Most are logged in with one user name and password across all devices, using their Google or Facebook accounts. Whether it’s B2B or B2C, the majority of online conversions involve more than one device, so being able to keep the conversation going as the buyer moves between devices can help you truly understand your online conversion rate.
Now, instead of targeting ad frequency based on platform, marketers can target individuals across devices, allowing more strategic messaging, delivery and sequence. When buyers use a constant login, like Facebook or Google (which is what they’re doing when logged into Gmail), they’re now able to receive ads on all their devices, improving an advertiser’s messaging, frequency, and ultimately conversion rates..
For example, someone accesses your website on their phone while in a store, looking to find better pricing. As they drive home, they’re checking email and Facebook at stoplights; each stop bringing up another ad based on their search in the store. By the time they get to their computer, they’ve now seen at least three other instances of your ad. The targeted impressions are increased, so they’re more apt to make the purchase from your site when they finally make that decision.
How this will change your digital marketing strategy:
● Tune into user habits directly for more strategic messaging and sequencing
● More efficient, strategic digital marketing without shotgunning impressions
● Target customers on search, Gmail and YouTube based on their email address, not platform
● Demographic targeting now available in search
● Addition of location extensions and store visits for the Google Display Network, allows advertisers to measure the impact of Display Network ads when users are actually visiting store locations through Google Maps
● Connected to over 200 million stores globally with 99% accuracy on reported visits
● Strategically target marketing to individual users and specific devices
“The whole point of vertical-specific formats is to drive people from their initial expression of intent, to conversion as quickly as possible … We’re intending to expand that set of verticals in a scalable way so that all advertisers have these more structured formats.” Jerry Dischler, VP of Product Management, Google Adwords
Tracking trends by device will lead to better understanding of how your buyers are interacting with your advertising. It will look at device conversion rates as a percentage of all device traffic over time versus the multi-device conversion rate. It also helps you understand how different groups interact cross-device to allow you to change your strategy based on real, verifiable numbers.
Want more information on how this change can benefit your company’s marketing strategy? Let’s talk!