Remarketing Becomes More Personal
There’s an update from Google we at Only Digital have been anticipating for a while now. It’s essentially the last piece of the puzzle when it comes to cross device marketing. From May 15 2017, Remarketing Audiences in Google Analytics will be enhanced to automatically take advantage of cross-device remarketing functionality now available in AdWords and DoubleClick.
What does this mean?
It enables brands to reach customers across devices when using Google Analytics Audiences. At Only Digital, we know that people use different devices for different purposes, which is why we put mobile and tablet (rather than desktop) at the forefront of any strategy for our clients. But while mobile and tablet are popular browsing devices, we often find they don’t convert as well as desktop – especially for our e-commerce clients. This new update from Google means we have access to even more personalised data and browsing history to ensure that we’re hitting users with marketing and advertising that is super relevant to them on any of their devices – importantly, the ones that are likely to drive the most conversions.
Research shows that six in 10 internet users begin their shopping on one device, but continue or complete the purchase on a different one. With cross-device remarketing in AdWords and DoubleClick, if someone visits a brand’s website on one device, they can now be reached with more relevant ads when they search or browse on another device. Google will use data from its signed-in users together with Google Analytics data to build and define audience lists for cross-device remarketing.
This will only happen where users have chosen to enable Google to associate their web and app browsing history with their Google account, and to use information from their Google account to personalise ads they see across the web. Finally digital marketers will be able to continue the conversation with customers, and avoid annoying situations where, for instance, a mobile user may be asked to complete a purchase when they’ve actually already done it on desktop. To support this new feature, Google Analytics will collect users’ Google-authenticated identifiers (which are Google’s personal data) and temporarily join them to Google Analytics data in order to populate your audiences. We can’t wait to see this in action and make an even more personalised impact for our clients.