Google Cross Device Retargeting
Google, in a significant move much anticipated by advertisers, is launching the Google Cross Device Retargeting for users who are signed in. Advertisers will soon be able to connect with known users across devices through Google Device Remarketing campaigns. The launch is a significant step forward, for Google has not supported Cross Device Remarketing that targets an individual previously. So, for example, if a smartphone user visits an advertiser’s site, then the advertiser is not currently able to use a desktop platform to retarget that user unless they visit the site again using the desktop.
Until now this has been true even for users signed into their account with Google on more than one device, because for identifying customers for Device Remarketing, Google relies on cookies and device IDs to identify users.
The absence of the Google Cross Device Retargeting has been regarded As something of a missing link, leaving large gaps in marketers’ ability to reconnect with past site visitors. A study by Google and Ipsos found that 60 percent of conversations online in the US begin on a different device than they end on, and in more than half of the exchanges across sectors make use of more than one device.
Brad Bender, Vice President, Display and Video Marketing at Google, announced the latest shift in a blog post entitled “New digital innovations to close the loop for advertisers,” and will be discussing it during the Advertising Week in New York City on Monday.
In the blog post, Bender writes that “you can now tell a single story to your audience and decide how frequently they see your ad across devices.”
Google will be taking a deterministic approach, just as Facebook is doing, and limiting Device Remarketing to signed in users. Gmail alone has one billion users per month.
Facebook has taken the lead in leveraging U data for targeting Digital ads, and during the last year, Google has become less restrictive in allowing marketers access to data about its signed-in users. Previously the company was known to limit the ways that marketers could use data about its users for anything other than measurement, but recently it has followed Facebook’s lead.
Google’s launch of Device Remarketing across devices should allow marketers more control over frequency capping. Instead of being managed only at the platform level, it could now be tuned to the user. More strategic actions and campaigns based on message delivery and sequencing can be developed and rolled out.
image courtesy: marketingland.com
This particular, Google Cross Device Retargeting, launch announcement is the latest in a series of recent developments from the company in customer targeting in search, which will be of great interest to advertisers. During the last year’s Advertising Week, Google announced it was launching Customer Match, which enabled email address based targeting of users. Marketers can target its customers this way who sign in to search, Gmail, and YouTube.
Since then, Google has been testing of demographic targeting in search. For a long time, advertisers had been asking Google for the capability of targeting customers using gender, age brackets, and household income. Search targeting is proving highly effective on mobile marketing platforms in particular. Demographic and interest related data had been offered in targeted display advertising for years by Google, from third party data partners and publishers.
It’s been some time since Google launched its metric in AdWords for estimating conversion across devices. Google’s most recent launch comes three years after that, and Bender says the new capabilities will be rolling out globally throughout the next few months.