How remarketing works?

Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Google Display Network, or as they search for terms related to your products or services on Google.

To set up remarketing, you’ll need to add the remarketing tag to your website or app, create remarketing lists, and build remarketing campaigns that use your lists. See infographic of how remarketing works.

Add the remarketing tag to your website or app

To start using remarketing, add the remarketing tag across all pages of your website or to your mobile app.The remarketing tag is a small snippet of code that you get from AdWords.

Create remarketing lists

After you’ve tagged your website or app, you’ll create remarketing lists.For example, you can create a remarketing list for visitors to your most popular product category page. The remarketing tag tells AdWords to save visitors to your “Popular category list.” When people visit that page, their cookie ID is added to the remarketing list.
Remarketing list rules

Once you’ve added the remarketing tag to your website, you can define lists for different sections of your website 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.”

With rules, you can create as many lists as you want without having to add more tags to your website.

Custom parameters

The dynamic remarketing tag 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 tag to create a list for people who bought any product above a certain price. In this case, the custom parameters you’d include in the remarketing tag would be value (price of the product) and pagetype (type of page, which indicates how close to purchasing customers are).

Build remarketing campaigns that use your lists

Finally, build a campaign with a specific message to show only to people on your “Popular category list” while they search on Google or browse Display Network websites.Your remarketing messages won’t be shown to people who aren’t on the list.


Display Network campaigns

To use remarketing on the Display Network, choose “Display Network only – Remarketing” as your campaign type 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.