Google ready to snap down Facebook ads by its new launch of cross platform google remarketing ads. This will also allow brands to dictate how frequently a user sees an ad across multiple devices.
For those who don’t know what a Google cross platform retargeting is…
Currently when you are running your own Google display ad remarketing campaign a user who comes to your site on a mobile phone cannot be retargeted later on a desktop, unless they also visit the site on desktop. Given this a single user is listed twice in the database considering two devices as two different individuals.
Google in past had relied on cookies and mobile IDs to identify users from remarketing lists. After studies have found that 60 percent of online conversions starts on one device and end on another the need to reconnect with past visitors have been rising.
Brad Bender, Vice President of Display and Video Advertising at Google today posted on official google blog stating:
“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.”
What is in store for you?
The new ad targeting will focus on people-based marketing, discarding the earlier cookies based user detection. Which will help you reach your old users across devices. Though currently the cross-device remarketing is available only for signed-in users.
Stay tuned for further updates.