The cross-device revolution has been an enigma for digital marketers frustrated with inaccurate KPI measurement. In an recent announcement, Google debuts three new digital innovations. Google introduced three streamlined technologies designed for better accountability between “television and digital, online and offline, and mobile and desktop.”
Location Extension and Store Visit Measurement for Google Display Network
According to Google AdWord’s blog, 30% of smartphone users who visit a website or app on a mobile device end up purchasing a product/service in a store within 24 hours. In order to “close the loop” and improve congruency between online ads and offline sales, Google launched location extensions and store visits measurement for Google Display Network.
The new update reaches active online users with your business’s address, directions or photos to improve immediacy and impact. Google trumpeted the scale and precision of location extensions for display ads, commending Google Maps technology for accessibility to over 200 million stores and the ability to deliver 99 percent accuracy. Harnessing GPS technology, Google can even reveal whether or not online ads led to in-store conversions.
Although Google has previously used its maps to measure in-store visits and offline conversions, the luxury was afforded only to search and AdWords. Location extension and store visit measurement for GDN shouldn’t be confused with Google shopping ads; shopping ads leverage location data for specific products while location extension units for GDN emphasize store location (as opposed to a tangible product).
The location extension and store visit measurement is now available for programmatic display spanning across Google’s web and app ecosystem.
Cross-device Remarketing for Google Display Network (GDN)
Google doesn’t currently support cross-device retargeting, but over the next few months, Google will be rolling out this new technology for GDN using deterministic data.For example, if a user visits a brand’s website on their mobile device, advertisers can’t retarget the user on a tablet or desktop later that day, unless they revisited the brand’s website on one of these devices. Assuming the user does revisit a brand’s website on another device, the user will then be listed twice, triggering a frequency cap and a negative list exclusion at the browser or mobile ID level. Google’s latest bid for cross-device retargeting warrants marketers the opportunity to reach the target audience across all devices, apps and sites at customized frequencies.
A recent Google study discovered that 60 percent of online conversions in the United States initiate on one device, but are executed on another, compromising marketers’ ability to remarket past online users. Taking a page from social giant Facebook, Google will be leveraging advantageous signed-in user data for ad targeting, which will significantly bridge the gap in cross-device retargeting.
Google’s recent announcements address the evolution of measuring campaign effectiveness, reinforcing the importance of tracking beyond impressions, clicks or conversions.