The tools build on the vast amount of information Google knows about consumers.

Google is enhancing the tools it offers retailers looking to drive shoppers to buy during what the search giant deems “I-want-to-know, I-want-to-go, I-want-to-buy moments” by tying together the information it knows about consumers.

“Consumer expectations for immediacy and relevance are higher than ever, and successful brands are those that connect with consumers in those critical moments,” writes Jerry Dischler, Google’s vice president of product management, AdWords, in a blog post.

The search giant is bolstering remarketing lists for search ads (RLSA), a tool that lets a retailer customize its search ads campaigns for consumers who have previously visited its site, and that lets the retailer tailor bids and ads to these visitors when they’re searching on Google and search partner sites. For instance, Google now allows merchants to reach consumers across devices. That means that if a consumer visits a retailer’s site on her laptop, the retailer can reach her with ads when she searches on her smartphone.

Google also is giving retailers the ability to keep their site visitor information in their list for 540 days, roughly a year and a half, aiming to help merchants that sell highly seasonal, or high-consideration products that consumers buy infrequently.

This news builds on Google’s announcement earlier in the week that display retargeting is now available across devices.


Google has begun rolling out a tool it calls demographics for search ads (DFSA) to all advertisers. The Facebook-like tools let a retailer adjust its bids for ages and genders—as well as exclude specific groups—to help the retailer zero in on the specific customer groups it seeks  to reach. For example, a retailer that sells clothing aimed at millennials can use DFSA to increase its bids for users who are 18 to 34 years old.

Google also is offering a free, stripped-down version of some tools within its Google Analytics 360 Suite, the Adobe Marketing Cloud-like bundle of data and marketing products aimed at helping enterprise-level marketers gather a slew of data about consumers coming to their sites and to respond with content and ads tailored to them.

Next month it will release a new product called Google Optimize, which is a free version of Google’s testing and personalization product Google Optimize 360. It also plans to launch its data reporting and dashboard-creation tool Google Data Studio in 21 new countries, and it has added new machine-learning capabilities for Google Analytics that can predict the likelihood an e-commerce site visitor will make a purchase on a site or app.


“As today’s businesses are shifting to compete on customer experience and personalized marketing, we want to give all businesses the tools and access to compete—and ultimately, drive better online consumer experiences,” writes Babak Pahlavan, Google’s senior director of product management, analytics solutions and measurement, in another blog post.