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
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, 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 you set up. Learn more about dynamic remarketing for apps
The event snippet
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 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 one 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 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 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 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. If you create many granular lists, they may not be eligible to run, as they may not meet the minimum requirements.
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 of people who bought any product above a certain price. In this case, the custom parameters 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
Disable the collection of remarketing data
allow_ad_personalization_signals. This parameter lets you disable the usage of data for personalised ads (its default value is set to true). When you set the parameter’s value to false, it will disable the usage of the data for personalised ads.