What is Cross-Device Targeting and How Does it Help Retargeting Ad Campaigns?
Cross-device targeting is the practice of delivering consistent messaging to your audience across multiple touchpoints, including phones, laptops, desktops, tablets and televisions.
Targeting users broadly across all platforms allows you to expand your reach and improve your conversion rates.
You can take advantage of cross-device targeting by using remarketing features within Google’s advertising platform AdWords.
With AdWords, you can target users with ads on their mobile devices even if they previously visited your website on their desktop computer or television.
This is Why Cross-Device Targeting is Important
Cross-device targeting isn’t a new concept in advertising. In fact, it’s been around for a while now.
However, a lot of marketers still don’t know that cross-device targeting can actually be used in retargeting ad campaigns to increase conversion rates significantly.
It is essentially tracking your users across different devices based on their browser history, location data, search history, and even previous purchases they have made.
The most common methods of delivering ads across different devices are
What is Cross-Device Targeting
Cross-device targeting (also known as cross-device remarketing) lets you connect multiple devices to your advertising account.
With cross-device targeting, you can show ads based on web or app activity across a variety of different devices.
For example, if someone visited your website on their laptop but didn’t convert, you could show them ads when they’re on their smartphone—or even smart TV!
Using cross-device targeting, advertisers can create highly personalized ad campaigns that target users anywhere they may be browsing online. To take advantage of these benefits, though, advertisers need to know how to set up cross-device audiences.
How Cross-Device Targeting Helps Retargeting Ad Campaigns
Cross-device targeting is a type of remarketing that targets users across devices to remind them of your brand or service.
It’s often used for retargeting ad campaigns, which means you’re showing ads to people who have already visited your website.
If you’ve ever noticed ads popping up on your computer, tablet, or phone after visiting another site (you may not even know which one), then you’ve seen cross-device targeting in action.
While that may seem like an annoyance, cross-device targeting actually helps to improve conversion rates by keeping users top of mind—and also gives brands more room to try different types of messaging across multiple platforms.
How to use Retargeting Ads for SaaS free trials
If you want to grow your SaaS business, you need to find a way to bring potential customers back after they leave.
This is where retargeting ads can help. A recent study by Salsify found that 74% of consumers who abandoned shopping carts came back to complete their purchases if exposed to retargeted ads.
And more than 80% of people exposed to retargeted ads for travel products said seeing them made them likely to complete their purchases.
To learn more about using cross-device targeting with retargeting ads for SaaS free trial access, read our post on the 5 Keys to Successful SaaS Product Trial.
The trick isn’t just pushing a single button – it’s having a deep understanding of your audience and implementing an integrated strategy across marketing, sales, customer success, and product development teams.
The Quality of Your Landing Page Matters for Retargeting Ads
Retargeting ad campaigns are effective when done right, but in order to execute them successfully, you need to have a landing page that’s tailored specifically for your ads.
The information that you use to create your ads should be reflected in your landing page so that visitors who were targeted by your ad will feel like they’re getting personalized messaging when they reach your site.
The more tailored an experience you can provide for them, the better chance you’ll have of converting these visitors into paying customers or subscribers.
So when you’re creating retargeting ad campaigns, take time to make sure that each one has its own landing page—and keep it up-to-date with fresh content.
The Most Important Aspects of a High Performing Landing Page
While there are many elements that make up a high-performing landing page, there are two key factors you should be paying attention to if you want your campaign to bring in more conversions. Relevance.
The message on your landing page needs to be highly relevant to what visitors came there for.
Consider using Facebook or Linkedin remarketing for additional relevancy points here; by adding cookies that track visitor activity on your site, you can tailor messaging based on their past behavior on both Facebook and your site. Split Testing.