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  • Mathew Collins

Adding Adwords Remarketing Tag to a Site (Using GTM)

Say goodbye to manually adding tags to different pages of your site-Google just made things a whole lot easier. Google's new Remarketing Tag helps you to easily create remarketing lists by allowing you to place one tag across all pages on your site. Now you can reach specific audiences with relevant messaging and tag your entire site with ease.


The global site tag (gtag. js) is a JavaScript tagging framework and API that allows you to send event data to Google Ads, Campaign Manager, Display & Video 360, Search Ads 360, and Google Analytics. ... js makes it easy to send data to multiple Google products by adding code to your website.


The global site tag snippet should be placed on all pages of your website, in the <head> section of your HTML pages.


The global site tag lets you specify which interactions with your website should be counted as Google Ads conversions. Complete coverage of all conversions: If you use the previous conversion tracking tag, modified for a pixel-only implementation, Google Ads isn't able to observe all of your conversions.


Using Google Ads remarketing to re-engage with potential customers by adding your website and app visitors to remarketing lists. You can then target these lists with ads.


Here’s how you can build your brand’s visibility with the right remarketing strategy aligned to your online marketing efforts:


It lets you personalize incentives - When you promote your brand or offerings, you can remarket to your prospects no matter how far along they’ve gotten.


If a shopper leaves before actually clicking through and reading anything, for example, you can recapture their curiosity with an ad that highlights a service you provide. If a potential customer puts an item in their cart but abandons it before checking out, you could send them a promo code or free shipping offer to make the item more affordable.


Remarketing is cost efficient. - When compared to traditional paid advertisements, Google remarketing ads with retargeting campaigns cost much less to reach the same audience and can be highly cost effective to online advertisers.


The Google Display Network is a popular platform for remarketing campaigns. When you place an ad there, a 2018 analysis shows that you pay approximately $2.28 to reach 1,000 viewers. When you buy pay-per-click ads on Google's search result pages, it costs $35.09 to reach the same number of people.


For remarketers, that saves more than $32 per 1,000 views.


It drives results. - One survey found that about 75% of consumers noticed that they were being retargeted.


But more importantly, people respond to them. According to a personalized retargeting company, the average click-through rate for a Google search ad is 0.07%, while the average rate for retargeted ads is 0.7%. Not only that, users who click through are 70% more likely to convert and become customers.


Below is the process that we would like to share with you on how to add Adwords Remarketing Tag to a Site (Using GTM).

  • Get your Google Ads Global Site Tag Code


  1. Login to your Google Ads account by going to https://ads.google.com

  2. Go to your Audience Manager either by following this link, or by clicking on the 3 vertical dots icon at the top, followed by “Audience Manager”:


3. On the sidebar click on “Audience Sources” and then, for this SOP we will want to select the Google Ads Global Site Tag box, and click on “Set up tag”:




4. For this SOP we will select the option to “Collect Standard Data”:



5. You will be given your global site tag. Copy the ID in your code, you will need it for the next step:





6. Click on “Continue”, and then “Done”:



  • Set up your Remarketing code using Google Tag Manager:


  1. Go to https://tagmanager.google.com and select your account:



2. We are now going to create a variable to store the Google Ads Conversion ID. In the “Variables” tab, under “user-defined variables” click “New”:

  1. Note: Using “variables” to store ID’s makes sure that in the future you will be able to easily add new tags that use that ID. In addition to that, if you need to change the ID in all tags (e.g: you change your ad agency) you only need to update it once by updating the variable value.



3. A new panel will slide from the right. Click on “Choose a variable type to begin set-up...”. A list will slide from the right, scroll down and select “Constant” from the list:




4. Rename the variable by clicking on the text on top. (you will want to give it a name that easily identifies what this variable is - e.g. “GAW_ConversionID”)


5.Paste the Conversion ID provided by Google Ads in the early steps of this SOP, and hit “Save”.



6. On the “Tags” tab, select “New” → “Choose a tag type to begin set-up” → “Google Ads Remarketing”



7. Rename your tag, and in the “Conversion ID” field you will want to select the variable you’ve just created in the previous step:

  1. Note: When creating new tags it’s recommended to define a naming convention from the beginning, this keeps your Google Tag Manager set up neatly organized and easy to maintain for many years to come. [Abbreviated Name Of Tool]_[Use for this tag] is a good start.

  2. e.g: “GAW_RemarketingCode”


8. All we are missing now Is setting up the rule so that it triggers on all pages. To do that, click on “Choose a trigger to make this tag fire…” → Select “All pages” → “Save”:



9. You should now be able to see in the top right corner at least 2 workspace changes, If so, you’re now ready to press “Submit”:




10. In the Submission Configuration panel, you will be given the chance to add a name and description to this version. After you have done so, hit “Publish”.

  1. Note: Adding a name and description is optional but recommended. You should enter the information here that will make it easy to know what changes are being made.



11. That’s it! You should be able to see the summary of the changes that were just made:


Note: Make sure your privacy policy is updated, and your users are consenting to this new data collection and usage according to the legislations in place.


  • Verify your setup using Google’s Tag Assistant:


Note: This step requires the Google Chrome’s Google Tag Assistant extension to be installed on your browser.


  1. Go to your website’s homepage using Google Chrome browser.

  2. On your browser, click on the Tag Assistant Legacy Icon


  1. You should be able to see a Tag named “Remarketing Tag” and your Conversion ID beneath it.

  2. Note: If you are using an AdBlocker you may not see a red tag indicating there is something wrong. Disable your AdBlocker, refresh the page and try again.

  3. Repeat this procedure for a few more pages of your website. You should always be able to see the “Remarketing Tag” inside Google Tag Assistant.


Now that you know the basics of remarketing and how to set it up, you can start following up with people who visit your site but leave before buying anything. If you need help, DigitalxMarketing is very much willing to lend a hand.


DigitalxMarketing provides Digital Strategy, Digital Services, Training and Education to Business Owners, Executives and Marketers. As a DigitalMarketer Partner, we provide the World's leading digital marketing training and up-to-date tools & resources.



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