About remarketing set-up

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 start

Sensitive categories of websites and apps must not use remarketing. If you're setting up a remarketing campaign and placing the remarketing tag on your website or mobile app, you need to follow the Personalised advertising policy.

Pick the right campaign settings

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 tag across all the pages of your website or to your mobile app.

The remarketing tag is a small snippet of code that you get from AdWords.

Add the remarketing tag to your site or mobile app.

Create remarketing lists

After you've tagged your website or app, you'll create remarketing lists.

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

Remarketing list rules

Once you've added the remarketing tag 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 webpage 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.

With rules, you can create as many lists as you want without having to add more tags to your website or app.

Learn more about remarketing list rules.

Custom parameters

The dynamic remarketing tag lets you set custom parameters which you can use to create your remarketing lists.

For example, you can set the product price and the page type (such as the purchase page) in the tag 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 tag would be value (price of the product) and page type (type of page, which indicates how close to purchasing customers are).

Learn more about using templates for custom parameters.

Create remarketing campaigns using your lists

Create a campaign with a specific message for people on your "Popular category list" while they search on Google or explore Display Network websites.

Sensitive information about users must not be used to build remarketing lists. Before setting up a remarketing campaign and placing the remarketing tag on your website or app, please review the Personalised advertising policy.

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