About remarketing setup

Remarketing helps you to reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

This article gives you a general overview of the four steps required to create remarketing campaigns.

Before you begin

Starting in October 2017, advertisers who set up the AdWords tag for remarketing in the new AdWords experience will see the new AdWords tag that consists of a global site tag and an optional event snippet. If you have the previous AdWords tag installed on your website using JavaScript, it will still work; however, it’s recommended that you use the new AdWords tag. Learn about the Changes to the AdWords remarketing tag.

Select the AdWords experience that you're using. Learn more

To use remarketing, you'll need to choose a campaign type that's supported.

Display Network campaigns

To use remarketing on the Display Network, choose "Display Network only" > "Marketing objectives" > "Drive action" > "Buy on your website" when you create your campaign.

Search Network campaigns

To use remarketing lists for search ads, choose "Search Network only – All features" as your campaign type when you create your campaign. If you have a 'Search Network only – Standard' or 'Search Network with Display Select – Standard' campaign, then you won't be able to add remarketing lists to your campaign.

Add the remarketing tag to your website or app

To start using remarketing, add the remarketing global site tag and event snippets to the pages of your website or to your mobile app.

The remarketing global site tag and event snippets are small blocks of code that you get when you set up the tag in Audience sources. When you have the snippets, you can then add them to your site or mobile app.

Getting started with remarketing lists

After you've tagged your website or app with the AdWords tag, you’re ready to create a remarketing list.

For example, you can create a remarketing list for visitors to your most popular product category page and call it 'Popular category list'. The remarketing snippet tells AdWords to save visitors to your 'Popular category list'. When people visit that page, their cookie ID is added to the remarketing list.

Learn how to Create a website remarketing list.

AdWords automatically created remarketing lists

After setting up your first remarketing campaign, AdWords will create default remarketing lists for you. That way, you're all set up to start targeting your lists in your ad groups right away. Learn more About automatically created remarketing lists that are available for you.

Popular default remarketing lists to consider using for your first remarketing campaign are:

  • All visitors: This list populates using all values from all parameters in your remarketing tagging implementation and includes 'Are people who visited your pages with remarketing event snippets'.
  • All converters: This list populates automatically using your conversion tracking tag and includes 'Anyone who converted on your website'. If you haven't set up conversion tracking, this list will be empty.
  • AdWords optimised list: This is a combination list, made up of multiple audiences from available audience sources into a single remarketing list. To create this list, you'll need to connect at least one data source in the audience sources page.

Remarketing list rules

Once you've added the global site tag and optional remarketing event snippet to your website or app, you can define lists for different sections of your website or app using rules. For example, if you want to define a list for a web page where you sell stilettos, you can use this rule: 'URL contains stilettos'. Note that you must have 'stilettos' in the URL of the product pages (e.g. www.example.com/stilettos).

With rules, you can create as many lists as you want without having to add more tags to your website or app. It’s a best practice to start with the lists that are automatically created for you. If you’d like to personalise your list, you can use the list rules. Bear in mind that only lists with more than 100 active users will be eligible to run ads. Creating many granular lists may not be eligible to run as they may not meet the minimum requirements.

Learn more about remarketing list rules.

Custom parameters

The dynamic remarketing event snippet lets you send custom parameters that you can use to create your remarketing lists.

For example, you can send the product price and the page type (such as the purchase page) in the event snippet to create a list for people who bought any product above a certain price. In this case, the custom parameters that you'd include in the remarketing event snippet would be 'value' (price of the product) and 'pagetype' (type of page, which indicates how close to purchasing customers are).

Learn more about using templates for custom parameters.


Advertisers can’t use sensitive categories to target ads to users or to promote advertisers’ products or services. Read the Personalised advertising policy to learn more.


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