how to retarget with google ads

How To Retarget With Google Ads?

Retargeting Ads (also called Remarketing Ads) can help you attract & convert more customers for your business. When a visitor leaves your website without converting, they will continue to see your Google Ads on other websites they visit, compelling them to return to your website again & again. Thus, retargeting Ads can persuade them to return back to our website. Here’s how to setup Google Ads Retargeting to retarget with Google Ads.


How To Retarget With Google Ads?

Here are the steps to retarget with Google Ads. There are 3 parts to setup Google Ad Remarketing

  1. Add Google Retargeting Ad tag on your website
  2. Create Remarketing List of Users
  3. Create Google Ad campaign targeting your remarketing list

Bonus Read : How to Create Google Local Ad


Let us look at each of these steps to retarget with Google Ads.


Add Google Retargeting Ad Tag on your Website

Google Retargeting Ad Tag (Also called remarketing ad tag) is a pixel that you place on your website to track your website visitors. When these visitors go to other websites on Google’s display network, they are served your Google Ads on those websites.

1. Log into Google Ads. Click on Tool icon in Google Ads navigation bar, then click Audience Manager under Shared Library

google ad audience manager


2. Click Audience Sources in left-side menu.

google ads audience sources

3. You will see a list of tags supported by Google Ads. Click Set up tag button for Google Ads tag

google ads tag

4. Configure the data source for your Google Ads tag. You can choose standard data collection by Google, or customize it as per your industry

google ads data sources


5. Click Save to proceed

6. Choose how you want to install the tag code on your website. You can

  • Install the tag on your website
  • Email the tag to your web developer
  • Add it via Google Tag manager

google ads tag installation


Bonus Read : Google  Ad Extensions List for PPC Marketers


Create Remarketing List of Users for Retargeting

Next, we will create a list of users that we want Google to retarget, by specifying their criteria.


1. Go back to Audience Manager under Shared Library.

google ad audience manager

2. Click the big blue ‘+’ button

google ads audience list


3. You will see a dropdown list. Select Website Visitors

audience list website visitors

4. Name your remarketing list (list of users to be ratargeted)


5. You will see a form where you specify which website visitors to retarget. By default, Google will retarget all website visitors. Click the dropdown for List Members. You will see 5 options to select the type of visitors to create an audience.

remarketing list members


6. Also enter the page URL (e.g /check-out) whose visitors you want to be targeted. Similarly, you can retarget people who have not visited specific pages (e.g /sign-up)

remarketing list visitor type


7. Enter membership duration, that is, the number of days each visitor should be retained in this remarketing list. By default, it is set to 30 days. You can extend it up to 90 days for better response.

remarketing membership duration

8. Click Create to create your remarketing list. Remember the name of your retargeting list, that you entered in step #1. You will need it in when you create retargeting Google Ad.

Bonus Read : How to Create Custom Audiences in Adwords


Create Google Ad campaign targeting your remarketing list

In this section, we create a Google Ad and select the above-created remarketing list as its target audience.

1. Go back to Google Ads Home page. Click Campaigns from the page menu.


2. Click big blue ‘+’ to create new campaign


3.  Pick the desired Ad goal, from the Goals section


4. Select Display Network from Campaign Type section


5. Enter campaign parameters such as :

  1. Campaign name
  2. Location and language settings
  3. Bid strategy and budget


6. Click Additional Settings for more customization options such as ad scheduling, content exclusions or device targeting.


7. Click Remarketing in  People section under Audiences


8. You will see the names of Remarketing lists you have created so far, including the one you created above. Click the checkbox next to your audience list. This will add them to your retargeting Ad.


9. Click Save to create your Retargeting Ad campaign.

Bonus Read : How to Create Dynamic Remarketing Google Ads


Hopefully, now you can effectively retarget with Google Ads.


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