About remarketing setup

Remarketing helps you reach people who have previously visited your website or used your mobile app. Previous visitors or users can see your ads when they browse websites that are part of the Google Display Network, or when 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

If you've set up the Google Ads tag for remarketing in the new Google Ads experience, you'll see the new Google Ads tag that consists of a global site tag and an optional event snippet. If you have the old AdWords tag installed on your website using JavaScript, it will still work, but it's recommended that you use the new Google Ads tag. Learn about the Changes to the Google Ads remarketing tag.

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. 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 Google Ads tag to your website or app

To start using remarketing, set up an audience source for your website or apps.

The remarketing tag snippets are small blocks of code that you get when you tag your site for remarketing in Audience sources. Once you have the snippets, you can add them to your site. For mobile apps, you can set up remarketing using an SDK to segment audiences within your app determined by the events that you set up. Learn more about dynamic remarketing for apps

The event snippet

Once you’ve added the global site tag, you can send additional data to Google Ads for remarketing and conversion tracking using the 'event' command. The event snippet lets you capture events and associated event parameters that you can use to create your remarketing lists.
For example, you can use the event snippet to create an audience list that targets users who have registered on your website. Depending on your business type, you'll need to pass specific data to the Google Ads via the event snippet. Learn how to use event parameters for your business type

Getting started with remarketing lists

After you've set up an audience source, you’re ready to create a remarketing list.

You can create remarketing lists for different categories of visitors. 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 Google Ads 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.

Google Ads automatically created remarketing lists

When you set up your first remarketing campaign, Google Ads will create default remarketing lists for you. These generated lists allow you to immediately start targeting lists in your ad groups. 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.
  • Google Ads 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 1 data source in the Audience sources page.

Remarketing list rules

Once you've added the global site tag and an 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, such as 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, but 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 how to use templates for website remarketing lists.

Google Ads does not permit the implementation of tags on pages related to policy-restricted offers. Learn more about the Personalised advertising policy.


Disable the collection of remarketing data

You can choose to disable the collection of remarketing data for users who do not wish to view personalised ads using the parameter: allow_ad_personalization_signals. This parameter will let you disable the usage of the data for personalised ads and the default value of the parameter will be set to true. When you set the parameter’s value to false, it will disable the usage of the data for personalised ads. 
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