How to Configure Google Ads Remarketing Tags with Google Tag Manager

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Configuring Google Ads Remarketing Tags with Google Tag Manager (GTM) is an effective way to track and target users who have previously interacted with your website. This tutorial will guide you through the steps to set up Google Ads Remarketing Tags using GTM.

 1. Set Up Google Tag Manager

  1. Log in to GTM:
  2. Create or Select a Container:
    • If you don’t have a container, create a new one for your website.
    • If you already have a container, select it from the list.
  3. Install GTM on Your Website:
    • Follow the instructions to add the GTM code snippet to your website. The code should be placed in the <head> and <body> sections of your website’s HTML.

 2. Set Up Google Ads Remarketing in Google Ads

  1. Log in to Google Ads:
    • Go to Google Ads and log in with your Google account.
  2. Navigate to Audience Manager:
    • In the left-hand menu, click on Tools & Settings > Audience Manager under the Shared Library section.
  3. Set Up Remarketing Tag:
    • Click on the blue + button to create a new audience.
    • Choose Website visitors.
    • Follow the instructions to create your remarketing list. Make sure to note down the Conversion ID.

 3. Create a Google Ads Remarketing Tag in GTM

  1. Create a New Tag:
    • In your GTM container, go to the Tags section.
    • Click on New to create a new tag.
    • Name your tag (e.g., “Google Ads Remarketing Tag”).
  2. Configure the Tag:
    • Click on Tag Configuration.
    • Select Google Ads Remarketing from the list of tag types.
  3. Enter the Conversion ID:
    • Enter the Conversion ID you obtained from Google Ads.
  4. Add Custom Parameters (Optional):
    • If you want to send additional data, click on Add Custom Parameters.
    • Enter the parameter name and value. For example, you might want to track page categories or user types.

 4. Set Up Triggers for the Tag

  1. Choose a Trigger:
    • Click on Triggering to add a trigger to your tag.
    • Select an existing trigger or create a new one.
  2. Create a New Trigger (if needed):
    • Click on the + button to create a new trigger.
    • Choose Page View as the trigger type if you want to fire the remarketing tag on all page views.
    • Name your trigger (e.g., “All Pages Trigger”).
    • Save the trigger.

 5. Test the Tag Configuration

  1. Enable Preview Mode:
    • Click on Preview in GTM to enable preview mode.
  2. Check the Tag on Your Website:
    • Open your website in a new tab. The GTM debug console should appear at the bottom of the page.
    • Navigate through your website and verify that the remarketing tag fires correctly on the specified pages.
  3. Use Google Tag Assistant:
    • Install the Google Tag Assistant Chrome extension.
    • Use the extension to verify that the Google Ads Remarketing Tag is firing correctly.

 6. Publish Your Container

  1. Submit and Publish:
    • Once you’ve confirmed that the tag is working correctly, go back to GTM.
    • Click on Submit.
    • Add a version name and description summarizing the changes.
    • Click Publish to make your changes live.

 7. Monitor and Optimize

  1. Monitor Performance:
    • In Google Ads, go to the Audience Manager and monitor the performance of your remarketing lists.
    • Use the data to refine your remarketing strategies and improve your ad campaigns.
  2. Adjust Settings as Needed:
    • Based on performance data, you might need to adjust the triggers, custom parameters, or even create new remarketing lists for more specific audience targeting.

Advanced Configuration

Dynamic Remarketing

For e-commerce websites, you can set up dynamic remarketing to show ads based on products users viewed on your website. This involves additional setup in both Google Ads and GTM:

  1. Link Google Merchant Center:
    • Ensure your Google Merchant Center account is linked to your Google Ads account.
  2. Set Up Dynamic Remarketing Tag:
    • Follow similar steps as above but configure the tag to include dynamic remarketing parameters such as product IDs and page types.
    • Use the custom JavaScript variable in GTM to dynamically pull these parameters from your website.

Enhanced E-commerce

  1. Enable Enhanced E-commerce:
    • In GTM, enable enhanced e-commerce features.
    • Use the data layer to push enhanced e-commerce data to GTM.
  2. Configure Enhanced E-commerce Tags:
    • Create and configure Google Ads remarketing tags to include enhanced e-commerce data.

By following these steps, you can set up and optimize Google Ads Remarketing Tags using Google Tag Manager, allowing you to effectively retarget visitors and improve your marketing efforts.

Categories: Digital Marketing