Until now, Google has not supported cross-device retargeting. You might find this surprising, considering that in a Google/Ipsos US survey it was reported that 60% of conversions started on one device and ended on another.
Google’s VP of display and video advertising Brad Bender wrote in a blog post “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”
As with Facebook this targeting will be limited to signed in users (but keep in mind that Gmail alone has over a billion monthly users). This announcement is great news for online marketers as it means that ad frequency lottery capping is far more accurate – avoiding over (or under) delivery of remarketing messages. Google have confirmed this will be rolled out over the next few months.
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