What Google’s Cross-Device Retargeting Feature Means for Marketers

Google has recently announced plans to aid advertisers attempting to retarget people who visit their websites. The company is going to enable cross-device retargeting, which helps marketers overcome the challenge in trying to connect with an audience that increasingly engages through multiple devices.

A recent Google report noted that 60 percent of buyer conversions involve activity across multiple devices. Until now, companies could only leverage retargeting capabilities on single-devices.

The following is a look at how cross-device retargeting improves your communication opportunities through Google AdWords.

Staying in Contact

More online users engage search first on mobile now than on desktop computers. However, after conducting some initial research, it is common for these mobile-first customers to shift their purchasing activities to desktop. Without cross-device targeting, it was difficult for advertisers to maintain contact after this shift.

With cross-device retargeting, your company can deliver search ads to people on desktop (or mobile), even after they connect with your website on another device. Consider someone who clicks on your ad on a phone or tablet, visits your site for research, and then leaves. Now, you can re-engage that person when they progress through the buying journey on a desktop computer. Google will track users for retargeting based on them signing in to their Google accounts on multiple devices.

Adapting to Frequency Capping

Frequency concerns are one of the holdups to Google following Facebook and other online ad platforms that already offer cross-device retargeting. The company doesn’t want advertisers overwhelming users to the point that they avoid the platform.

However, in many ways, cross-device retargeting allows companies to be more strategic in generating repeat impressions with users. For instance, a company could hit a user through multiple devices at different parts of the day. If the analytics shows a typical consumer engaged a desktop during the day and a mobile device at night, that helps the advertiser map out plans to retarget to create reminder impressions for a product or event.

Increasing Analytics Capabilities

Despite delays in enabling cross-device retargeting, Google appears to be all-in now on providing advertisers with enhanced data. The company realizes that data-enriched ad planning ensures users receive messages they find more intriguing or appealing.

Google is expected to enhance access for advertisers to demographic-based data for search, to go along with stronger interest-based data.


Cross-device retargeting is a welcome opportunity for advertisers. Consider a retailer that sells goods to a new customer, but doesn’t capture any contact information for follow-up interaction. This retailer is well behind the times. However, that is exactly the challenge AdWords promoters faced prior to cross-device retargeting that allows for a continuous interaction throughout a buyer’s journey.

If you are new to online advertising or want to ensure you optimize opportunities with Google’s cross-device retargeting, hire an expert digital marketing firm. Contact our Director of New Business Development, Amanda Sparks, to get started!

Response Mine Interactive