Create your first display remarketing campaign

Remarketing campaigns are used to show ads to people who have visited your website or used your app. These campaigns provide you with extra settings and reports specifically for reaching previous visitors and users. The first time you set up a remarketing campaign, you'll also complete the process to create your remarketing tag and lists.

This article explains how to set up your first display remarketing campaign.

Before you begin

Keep in mind that your remarketing tag shouldn't be associated with any personally identifiable or sensitive information. Sensitive categories of websites and apps can't use remarketing. If you're setting up a remarketing campaign and placing the remarketing tag on your website or mobile app, you need to follow the Policy for Personalized advertising.


The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.



  1. Sign in to AdWords.
  2. Click Campaigns.
  3. Click +Campaign and select "Display Network only."
  4. For instructions on how to create a remarketing campaign for the Search Network, read About AdWords remarketing lists for search ads.
  5. Leave the "Marketing objectives" option selected and check "Buy on your website."
  6. Choose a campaign name, bid strategy, and budget.
  7. Click Save and continue.
  8. Enter an ad group name and bid.
  9. Under "Choose how to target your ads", click Interests and remarketing.
  10. In the "Select a category" drop-down menu, choose Remarketing lists.
  11. Click Set up remarketing to begin the 2-step process for creating your remarketing tag and lists:
    • Step 1: AdWords will create the remarketing tag for you. You'll be able to email the website remarketing tag or mobile app tag ID to yourself or your webmaster, along with instructions on how to add it to your website or app. If you use Google Analytics, you’ll see a checkbox to use the tracking code that’s already on your website instead.
    • Step 2: AdWords will create an "All visitors" list to get you started, so you don't need to create this list yourself. The "All visitors" list includes everyone who has visited tagged pages on your website. You can later create new lists for your different groups of website visitors.
  12. Enter an ad group name and bid.
  13. On the Remarketing lists tab, you'll find the "All visitors" list added to your ad group.
  14. Click Save and continue if you want to create your ads, or Skip ad creation if you want to do this later. To increase the range of placements where your ads may appear, add both text and image ads in as many ad sizes as possible. The Ad gallery offers an easy way to create ads if you’d like to create new ones or don’t have any.


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