What is Cross-Device Targeting, and How Does it Help Retargeting Ad Campaigns?
Cross-device targeting delivers 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. It’s been around for a while now.
However, many marketers still don’t know that cross-device targeting can be used in retargeting ad campaigns to increase conversion rates significantly.
It essentially tracks your users across different devices based on their browser history, location data, search history, and even previous purchases.
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 various 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 must know how to set up cross-device audiences.
How Cross-Device Targeting Helps Retargeting Ad Campaigns
Cross-device targeting is a 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 show 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.
While that may seem like an annoyance, cross-device targeting 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
To grow your SaaS business, you must 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 profoundly understanding 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 to execute them successfully, you need to have a landing page that’s tailored specifically for your ads.
The information you use to create your ads should be reflected in your landing page so that visitors 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 them, the better chance you’ll have of converting these visitors into paying customers or subscribers.
So when creating retargeting ad campaigns, ensure each 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 many elements make up a high-performing landing page, you should consider two key factors 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.
Cross-device targeting is an essential strategy in digital advertising, enabling marketers to reach their audience across various devices—phones, laptops, desktops, tablets, and even televisions. This approach broadens the reach and significantly enhances conversion rates by ensuring consistent messaging across all user touchpoints. Leveraging tools like Google AdWords, advertisers can implement cross-device targeting in their retargeting campaigns, showing ads to users on their mobile devices even if the initial website interaction occurred on a different device.
The power of cross-device targeting lies in its ability to track users across devices, utilizing data like browser history and previous purchases, thus creating more personalized and effective ad campaigns. Retargeting ads can be a game-changer for SaaS businesses, drawing potential customers back, especially those who have engaged with free trial offers. A well-crafted, relevant landing page is crucial to maximize the impact of retargeting ads, enhancing the user experience and driving conversions.