How to Create Google Remarketing Ads?

Google remarketing ads include animated images, static images, video responsive ads, and text ads. They are placed on Google Display and Google Search Network.

There is a difference in targeting in standard Display and remarketing. Remarketing includes using of special tracking code to place cookies on the browsers of users visiting your websites. Based on this ads are served to those with that cookie exclusively on the search network and display.

Remarketing ads can lead to incremental conversions and sales. It offers a chance to re-engage the target audience and get a second chance of grabbing their attention.

Google ads remarketing campaign needs certain steps to complete. Below are the crucial steps to complete the campaign. Let’s have a look.

How to Create Google Remarketing Ads

1 . Ensure Proper Tagging

Most websites use either Google ads tracking or Google Analytics to ensure proper tracking of the website. It is recommended to use both of the options.

Google Ads Tag

If you are using a Google Ads account for the first time, a Google Site Tag will be required to be implemented.

You can navigate to Tools & Settings > Audience Manager > Audience Sources. In the Tag setup, the main part of the step is the placement of the tag.

As per Google instructions, the tag must be placed between the <head></head> tags on every page of your website.

Google Analytics Tag

Before creating any remarketing list within the platform, Google Analytics tracking is required.

Navigate to Admin > Property View > Tracking Info > Tracking Code, to find the tracking code.

How to Create Google Remarketing Ads

Checking Tag Implementation

You need to download the “Tag Assistant” extension in a Chrome browser, to check if tags are implemented properly. Now run the tag assistant and navigate to your website.

2 . Create Intentional Remarketing Lists

After ensuring that tracking is in place, you can create intentional remarketing lists. You cannot select all visitors to your website. So, the intention is extremely important.

Google Analytics and Google Ads offer options to segment your website viewers.

Google Analytics List

To create an audience in Google Analytics, navigate to Admin > Property View > Audience Definitions > Audiences. To create an audience list, here are some tips.

  • Exclude leads or purchasers
  • Categories page viewers
  • All Qualified site traffic to be included
  • Quality Blog Viewers to be included
  • Include Cart viewers

The target is to choose users who visited a specific landing page and stayed on the site for at least 10 seconds.

Make sure you choose your audience’s destinations.

Google Ads List

To create lists in Google Ads, browse Tools & Settings > Audience Manager > Audience Lists.

You can create five types of remarketing lists,

  • Website Visitors
  • YouTube Users
  • Custom Combinations
  • Customer List
  • App Users

Create your necessary remarketing list based on your goal and select a list duration. The maximum duration can be 540 days.

3 . Determine Proper Assets

The Google Display Network (GDN) offers the most popular remarketing campaign type,

Before creating the proper assets, consider these questions first:

  • What is the user being asked to do?
  • What should the message include?
  • Does the landing page experience match the ad messaging?

You can consider some key components while creating remarketing assets, They are,

  • Static image formats
  • Responsive image formats
  • Headlines and descriptions (if using responsive format)
  • Landing page experience

`When you are using the Responsive Ad format, images must be ratio based and different from static image requirements.

4 . Create a Remarketing Campaign

Google Ads interface or Google Ads Editor needs to be used to create a remarketing campaign. You can start with the campaign name, budget, and settings. You can put the audience name in the campaign and track it if you’re creating multiple remarketing campaigns.

The campaign settings include.

  • “Observation vs. Target” setting
  • Bid Strategy setting
  • Targeting Expansion setting
  • Location setting
  • Frequency Cap setting

While adding audiences to a remarketing campaign, select the “Targeting” setting instead of “Observation”.

Again, while choosing the bid strategy, ensure that you select one based on your goals.

5 . Analyze, Refine and Optimize

You officially launched your first remarketing campaign. But that is not enough. It is important to keep track of campaign performance.

You need to ensure that the size of the audience is large enough to show impressions. Also, check where your ads are showing.

After gathering data for a few weeks, you can optimize your ad based on performance.

How to Create Google Remarketing Ads


Remarketing is an influential targeting method on the Google Network. You can follow the above-mentioned steps to create remarketing ads. You can tailor your ad copy and bids to the highly specific audience whom you are approaching. It can offer a remarkable return on your accounts.


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