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Remarketing verwenden

Fügen Sie das Remarketing-Tag zu Ihrer Website hinzu, um Anzeigen für Nutzer zu schalten, die Ihre Desktop- oder mobile Website besucht haben. Das Tag ist ein kurzes Code-Snippet, mit dem die Besucher Ihrer Website zu Remarketing-Listen hinzugefügt werden, auf die Sie Ihre Anzeigen dann ausrichten können. Wenn das Google Analytics-Tag auf Ihrer Website eingefügt wurde, können Sie dieses verwenden und müssen das AdWords-Remarketing-Tag nicht zusätzlich hinzufügen.

In diesem Artikel finden Sie Anleitungen für die Tag-Implementierung auf Ihrer Website. Dazu erläutern wir die häufigste sowie alternative Methoden.

Bevor Sie beginnen

Falls Sie mit dem Code Ihrer Website nicht vertraut sind, arbeiten Sie mit einem Entwickler oder einer Person mit technischen Kenntnissen zusammen. Eine Remarketing-Liste muss eine Mindestanzahl an Besuchern enthalten, damit Anzeigen ausgeliefert werden. Diese Mindestanzahl ist also auch für Ihre Website erforderlich.

Wenn Sie Remarketing verwenden, müssen die Richtlinien für personalisierte Anzeigen eingehalten werden. Das Remarketing-Tag darf nicht mit personenbezogenen Daten verknüpft oder auf Seiten platziert werden, die sensible Informationen enthalten (siehe Richtlinien).

Anleitung

Wählen Sie die AdWords-Oberfläche aus, die Sie derzeit nutzen. Weitere Informationen

Setting up remarketing for the first time
  1. Sign in to AdWords.
  2. Click the Campaign tab.
  3. In the menu on the left, click Shared library .
  4. Click Audiences.
  5. Click Set up remarketing.
  6. If you use a developer to manage your website:

    1. Enter your developer’s email address in the “Send to” box to forward your HTML tag to be added to your site.

    If you manage your website:

    1. Click View AdWords tag for websites.
    2. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
    3. Place the code at the bottom of all pages on your website, before the closing </body> tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website.
    4. Save and publish your pages.
    5. Check that you've implemented the tag correctly with Google Tag Assistant, a Chrome extension that verifies Google code snippets and helps you solve errors (available in English only).
  7. Click Continue.
  8. Click Return to Audiences.

    Within a couple days, your tag should start collecting the cookies of visitors to your website, and your "All visitors" list will begin to populate. If this doesn't happen, check the "Remarketing tag" validation box in the corner of your screen.

  9. Click Tag details.
  10. Click Setup.
  11. If you use a developer to manage your website:

    1. Select the “Send AdWords tag and instructions” box.
    2. Enter your developer’s email address.
    3. Click Send email.
    4. Click Done.

    If you manage your website:

    1. Click View AdWords tag for websites.
    2. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
    3. Click Done.
    4. Place the code at the bottom of all pages on your website, before the closing </body> tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website.
    5. Save and publish your pages.
    6. Check that you've implemented the tag correctly with Google Tag Assistant, a Chrome extension that verifies Google code snippets and helps you solve errors (available in English only).

After you've tagged your website, you can then create remarketing lists for your webpages. If you can't add the tag to your entire website, you can still add it to specific sections of your website and then create lists for each of those sections.

View remarketing tag after set up
  1. Sign in to AdWords.
  2. Click Shared library.
  3. Under "Audiences," click View.
  4. Locate the "Remarketing tag" box in the top right.
  5. Click Tag details.
  6. Click Setup.
  7. Click View AdWords tag for websites.
  8. Select and copy the remarketing tag code. This tag works on both desktop and mobile websites.
  9. Place the code at the bottom of all pages on your website, before the closing </body> tag. If your website uses a common file for a footer, you can place the code snippet there rather than on every page of your website.
  10. Save and publish your pages.
  11. Check that you've implemented the tag correctly with Google Tag Assistant, a Chrome extension that verifies Google code snippets and helps you solve errors (available in English only). 

After you've tagged your website, you can then create remarketing lists for your webpages. If you can't add the tag to your entire website, you can still add it to specific sections of your website and then create lists for each of those sections.

Other website tag implementations

Upgrading older tags

In the past, AdWords created unique tags for each remarketing list that you made and you would place these tags on specific pages. Now, you can place one tag on your website and then create multiple remarketing lists with various rules.

If you have the older, page-specific version of the remarketing tag, consider upgrading to the latest website-wide remarketing tag available in your "Shared library."

Quick upgrade: Add the latest tag

Place the latest website-wide remarketing tag on your website. If you're still using lists based on the older page-specific tags, you can leave the page-specific tags in place. However, removing the older tags after adding the latest tag may help your webpages load faster.

Complete upgrade: Add the latest tag and remove the older tags

If you're not using lists based on the older page-specific tags, simply remove the page-specific tags when you add the new website-wide tag. If you are using lists based on page-specific tags, you'll need to re-create those lists in AdWords and add them to your existing campaigns.

Follow these steps to avoid disrupting your live campaigns:

  1. Create new remarketing lists based on your website URLs.
  2. Add your new lists to your campaigns and keep your original lists. Campaigns can then target the new lists and the original lists.
  3. After the membership duration for the original lists elapses, your new lists will be fully populated and your original lists will be empty.
  4. Remove the original lists from your campaigns.
  5. Close the original lists.
Upgrading tag for dynamic remarketing

If your website is already tagged for remarketing and you want to upgrade to dynamic remarketing, you'll need to add custom parameters to your tag. For detailed instructions, see Add the dynamic remarketing tag to your site.

Using the Google Analytics tag

To use your Google Analytics tag instead of the AdWords remarketing tag, you’ll need to have the following:

  • Google Analytics tag on your website
  • Linked AdWords and Google Analytics accounts (when linking your accounts, you'll need administrative access to the AdWords account and edit access to the Google Analytics account)
  • Remarketing and advertising features enabled in Google Analytics

For detailed instructions, see Enable remarketing and advertising reporting features in Google Analytics.

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