How to configure Google Ads remarketing tags with Google Tag Manager

Author:

Configuring Google Ads remarketing tags with Google Tag Manager (GTM) is an effective way to reach users who have interacted with your website and bring them back through personalized ads. Google Ads remarketing allows you to display ads to users based on their previous behavior, such as viewing specific pages, interacting with certain products, or abandoning shopping carts.

This guide will walk you through the process of setting up Google Ads remarketing tags using Google Tag Manager.

1. Prerequisites

Before setting up Google Ads remarketing tags, ensure that you have the following:

  • Google Ads Account: You need an active Google Ads account with access to remarketing.
  • Google Tag Manager Account: Your website should already be using GTM.
  • Basic Website Tags in GTM: You should already have the Google Ads Conversion Tracking or other relevant tags implemented in GTM.

2. Understanding Remarketing Tags

A Google Ads remarketing tag allows you to build audiences based on user behavior on your site, and then target those users with tailored ads across the Google Display Network and Google Search Ads. The tags help track specific actions or page views that users take, enabling you to create lists (e.g., visitors to the product page or checkout page) that can be retargeted with relevant ads.

3. Setting Up Google Ads Remarketing Tags in Google Tag Manager

Step 1: Get the Google Ads Remarketing Tag

  1. Log in to Google Ads and navigate to Tools & Settings > Shared Library > Audience Manager.
  2. Click on Audience Sources and select Google Ads Tag.
  3. Click Set up tag to get the remarketing tag code. You’ll get two options:
    • Install the tag yourself (if you have access to GTM).
    • Use Google Tag Manager (which is the option we’ll follow).

Step 2: Create a New Tag in GTM for Remarketing

  1. Log in to Google Tag Manager and open the container for your website.
  2. In the left sidebar, click on Tags, then click on the New button to create a new tag.
  3. Name the tag (e.g., “Google Ads Remarketing Tag”).
  4. Click on Tag Configuration and select Google Ads Remarketing as the tag type.

Step 3: Enter the Conversion ID

When prompted, enter the Conversion ID from your Google Ads remarketing tag setup screen. You can find this ID in the Google Ads interface under Audience Sources > Google Ads Tag.

  • The Conversion ID is a unique identifier for your Google Ads account, and it ensures the data collected by the tag is sent to the right account.

Step 4: Customize Remarketing Events (Optional)

By default, the Google Ads remarketing tag will fire on all pages. However, you can customize the tag to track specific user interactions by adding Custom Parameters.

For example, you may want to send specific data about user behavior (e.g., product views, cart actions) to help create more specific remarketing lists.

  • Example of custom parameters for product page views:
javascript
{
'ecomm_prodid': '12345',
'ecomm_pagetype': 'product',
'ecomm_totalvalue': '100.00'
}

If you wish to use custom parameters, you will need to pass these through the Data Layer on your website. Ensure that the appropriate data (e.g., product IDs, categories, or prices) is available for the remarketing tag.

Step 5: Set the Trigger for the Remarketing Tag

  1. Click on Triggering to determine when the remarketing tag should fire.
  2. Choose All Pages if you want the remarketing tag to trigger on every page of your site. This will help you create broad remarketing lists based on overall site visitors.
  3. If you only want the remarketing tag to fire on specific pages (e.g., product pages, cart pages), create a trigger that targets those pages specifically:
    • Click on New Trigger.
    • Set the trigger type to Page View.
    • Set up rules to fire the trigger when the page URL contains specific values (e.g., /product/ for product pages or /checkout/ for cart pages).

Step 6: Save and Publish Your Tag

  1. Once you have configured the tag and the triggers, click Save.
  2. In the top right corner, click Submit, and publish the container to make the tag live on your website.

4. Testing Your Google Ads Remarketing Tag

Before relying on your Google Ads remarketing tag, it’s important to test it to ensure it’s firing correctly and sending the necessary data to Google Ads.

Step 1: Use GTM’s Preview Mode

  1. In GTM, click on the Preview button to enter preview mode.
  2. Open your website in a new tab, and GTM’s debug panel will show up on the bottom of the page.
  3. Navigate through the pages where your remarketing tag is expected to fire (e.g., product pages, checkout pages).
  4. Check the Tags section in the GTM debug panel to confirm that your Google Ads remarketing tag is firing as expected.

Step 2: Check Google Ads Tag Assistant

  1. Google Ads Tag Assistant is a useful Chrome extension that helps you verify if your Google Ads remarketing tag is firing correctly.
  2. After installing the extension, navigate through your site with the Tag Assistant enabled. It will show whether the Google Ads tag is firing and if there are any issues.
  3. Review the data being sent to ensure it matches what you expect (e.g., correct product IDs, prices).

Step 3: Verify in Google Ads

  1. Log in to Google Ads and navigate to Tools & Settings > Audience Manager.
  2. Check that your remarketing lists are populating with users.
  3. You should start seeing data populate in your remarketing lists within 24-48 hours after the tag is live.

5. Creating Remarketing Lists in Google Ads

Once your remarketing tag is properly set up, you can create specific remarketing lists based on the behavior of users on your website.

Step 1: Create a New Remarketing List

  1. In Google Ads, go to Tools & Settings > Audience Manager.
  2. Click on Audience Lists, then click + New Audience List.
  3. Choose Website Visitors.

Step 2: Define the Audience

  1. Define the criteria for users to be added to the list. For example, you can create lists for:
    • All visitors to your website.
    • Users who visited specific pages (e.g., product pages, blog posts, etc.).
    • Users who completed a specific action (e.g., added items to their cart but didn’t complete a purchase).
  2. Set the Membership Duration for how long users should remain on the list. The default is 30 days, but you can set it up to 540 days.

Step 3: Save the Audience List

Once you’ve defined the audience, save the list. You can use this list to create tailored remarketing campaigns in Google Ads.

6. Best Practices for Remarketing

  1. Segment Remarketing Lists: Instead of having one large list of all site visitors, segment your lists based on user behavior. For example:
    • Users who viewed a specific product.
    • Users who abandoned their cart.
    • Users who completed a purchase.

    This segmentation allows you to show more relevant ads to different types of users.

  2. Use Frequency Capping: Prevent overexposing the same ads to users by setting frequency caps in Google Ads. This ensures users don’t get annoyed by seeing the same ad repeatedly.
  3. Utilize Dynamic Remarketing: If you’re running an e-commerce site, dynamic remarketing can automatically display ads featuring the products users viewed on your site. You’ll need to set up a feed with your product data for this to work.
  4. Exclude Converted Users: Once users have completed a purchase or goal, exclude them from seeing remarketing ads for that specific action. This avoids wasting ad spend and provides a better user experience.

7. Conclusion

Setting up Google Ads remarketing tags with Google Tag Manager is a straightforward process that allows you to track user interactions on your website and create targeted ads based on those interactions. By effectively implementing remarketing tags, you can build highly relevant audience lists and deliver personalized ads that increase the likelihood of conversions.

Regularly test and optimize your remarketing lists and campaigns to ensure you are maximizing the potential of your Google Ads budget while providing a positive user experience.