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Tag your site for remarketing

To show ads to people who've visited your desktop or mobile website, add the remarketing tag to your website. The tag is a short snippet of code that adds your website visitors to remarketing lists; you can then target these lists with your ads. If your website has a Google Analytics tag, you can use this tag instead and skip adding the AdWords remarketing tag.

This article contains instructions for the most common way to tag your website, along with other tag implementations for websites.

Before you begin

If you're not familiar with your website code, consider working with a web developer or someone with a technical background. Bear in mind that a remarketing list needs a minimum number of visitors in order for your ads to show, which means that your website needs a minimum number of visitors.

Remarketing to people based on their sensitive information is not allowed. Your remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website, then you need to follow the Policy for advertising based on interests and location.

Instructions

Setting up remarketing for the first time
  1. Sign in to AdWords.
  2. Click Shared library.
  3. Click Audiences.
  4. Click Set up remarketing.
  5. 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, then 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 to solve errors (available in English only).
  6. Click Continue.
  7. 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.

  8. Click Tag details.
  9. Click Set-up.
  10. 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 Finished.

    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 Finished.
    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, then 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 to solve errors (available in English only).

After you've tagged your website, you can then create remarketing lists for your web pages. If you can't add the tag to your entire website, then 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 at the top right.
  5. Click Tag details.
  6. Click Set-up.
  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, then 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 to solve errors (available in English only). 

After you've tagged your website, you can then create remarketing lists for your web pages. If you can't add the tag to your entire website, then 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 has created unique tags for each remarketing list that you've 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, then you can leave the page-specific tags in place. However, removing the older tags after adding the latest tag may help your web pages to 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, then simply remove the page-specific tags when you add the new website-wide tag. If you are using lists based on page-specific tags, then you'll need to recreate 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 has elapsed, 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 website.

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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