Viewing posts categorised under: Search Advertising
The Latest in Marketing Across DevicesLet’s say you run a local shoe store in town called “Lou’s Shoes.” Lou’s Shoes is generally well-liked by the few customers who know about it, but you want to expand your reach. So, you run an advertising campaign promoting a customized Halloween Special. Within that campaign, you run an ad that says “Our Prices Are So Low, It’ll Spook You!” and push it out onto Google’s paid search network. You target cell phones, tablets, and computers alike, hoping to reach the widest audience possible.
Now, let’s say John Doe wakes up one morning and decides he wants to buy the newest Air Jordans for his 10-year-old son. He does a quick Google search before leaving for work and sees your ad pop up. But, right after he clicks on it, his son bustles down the stairs and all of a sudden he remembers it’s his turn to drive him to school today. Not wanting to be late for work, he rushes his son out the door and forgets all about Lou’s Shoes. Later that evening, he gets home from work and remembers the purchase we wanted to make. This time he does a search on his laptop and sees a similar ad from the store across town. He clicks on it and sees the Air Jordan’s he was looking for, forgetting all about your special offer. He makes the purchase online, and now you’ve lost a sale.
The moral of the story? You lost an interested potential customer because your ad couldn’t cross over from one of his devices to the other. This has been a frustrating trend for local businesses who use Google’s paid search to not only market to potential new customers, but to re-market their product to old ones. Without being able to remarket their product across users’ multiple devices, in what’s known as cross-device remarketing, these companies have to turn to expensive external vendors, who are the only ones with this capability. The good news, however, is that all of this is about to change.
In a recent blog post, Brad Bender, the VP of display and video advertising at Google, announced a change in the search engine’s cross-device remarketing capabilities. He announced that you will soon be able to “reach the same user across devices, apps, and sites,” and that “you can now tell a single story to your audience and decide how frequently they see your ad across devices.”
Google is expecting to roll out this new capability globally over the next few months. So, if you’re an aspiring franchise owner, like Lou’s Shoes, be sure to keep an eye out for Google’s new cross-device remarketing capabilities so you don’t lose out on that interested customer.
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