Create a website remarketing list

Use remarketing lists to show ads to people who have visited your website before. This article explains the steps you’ll need to follow to create a website remarketing list.

Before you begin

If you aren't familiar with remarketing, you should read How remarketing works first.

 

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 is recommended that you use the new Google Ads tag. Learn about the Changes to the Google Ads remarketing tag.

Instructions

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

  1. Sign in to AdWords.
  2. Click Shared library.
  3. Click Audiences.
  4. If you’re creating a remarketing list for the first time, you’ll see several remarketing options. Under "Website visitors," click "Set up remarketing" and complete the setup process. If this isn't the first remarketing list you've created, click +Remarketing list and select "Website visitors" from the drop-down menu.
  5. Enter a descriptive remarketing list name.
  6. Choose a template from the "Who to add to your list" drop-down menu.
  7. Click +Rule to add rules.
  8. A dialog appears where you can add all the conditions that a single webpage needs to match. Select an option from the second drop-down menu, such as "contains," "equals," or "starts with." Type in the value. Values can be words, a number, or a date, depending on the type of list you're creating. Click Done.
  9. Enter a membership duration, which is how long you want a visitor to stay on your list. You can change the membership duration at any time. If you already have a remarketing tag on your website and want to include recent visitors who match your list's rules, leave the "Include past visitors that match these rules" box checked. This works only works for the Display Network and doesn't apply to remarketing lists for search ads.
  10. Click Save.

Create as many remarketing lists as you'd like. Once you've created lists, create new campaigns and ad groups where you can add your lists.

 

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

 

Best practices: Check mark icon Best practices

Read the Google Best Practices guide to learn how to re-engage previous site visitors with personalized ads.
Reach Past Visitors with Display Remarketing: Google Best Practices

Was this article helpful?
How can we improve it?
Previous New