In this article, we will go through the three steps in detail:

1. Setting up site visitor tracking.
2. Creating audiences to which we will direct our advertising
3. How to properly set up an advertising campaign.

Add a remarketing code to your site

To collect lists of users who have been on your site, you can install the Google AdWords remarketing tag and use a modified Google Analytics code.

It is best to use two options at once. This will allow you to create user audiences in both systems in the future.

1.1 How do I add a remarketing tag to Google AdWords?

To get started, you need to go to Google Adwords and click on the “Shared Library” - “Audiences” tab.

In the menu that opens, click on the "Set up remarketing" button. If you are going to create only a regular remarketing campaign, then uncheck the "Use dynamic ads" box.

In the window that appears, you are prompted to add send the code and instructions to the mail. Usually it is worth indicating the mail to your programmer or the person who is involved in the site.

To copy the remarketing code, click on the link “View AdWords tag for websites”

Now you need to insert given code to all pages of the site between tags .

1.2. How to set up remarketing in Google Analytics?

If you are setting up remarketing with Google Analytics it gives you some benefits:

• You can work more flexibly with audiences. In the settings you will have access to the behavior of people on the site and their goals achieved
• You can create remarketing audiences using ready-made templates from the Solution Gallery

Go to Google Analytics and click on the gear in the bottom left corner. Then you will see the "Administrator" panel. Now we need to go to the sub-item "Tracking code" and then - "Data collection".

Now we need to go to the remarketing settings and enable the slider. Then we save the changes.

If you installed Google Analytics using Google Tag Manager, then you can enable data collection in your account settings.

We need to go to the “Tracking code” item and copy the script.
Now it remains to insert the code on all pages of the site before the tag

Creating Remarketing Audiences in Google Adwords

A remarketing list is a list of criteria for selecting potential users who will be shown ads. Let's say you can stalk people who went to your site but didn't make a purchase.
On the “Audiences” page, click on “+ Remarketing List” and select “Site Visitors”.


In the window that opens, you need to specify the condition for which our ad will be shown. We can customize the lists based on the pages visited. And split the audience

In the “+Rule” section, we can collect the audience by several audiences. For example, to collect people who watched the promotion and then clicked on links to another section of the site.

To configure multiple sets of conditions, click on the link “Show advanced settings”

In the “Estimate list size” section, you can only show ads on remarketing lists. But they must contain at least 100 active users.

You can create a period during which the user will be in this list. It is recommended to set 30 days, however, if desired, you can set more than 540 days.

Building a Remarketing List in Google Analytics

To collect users into an audience, you can use the following functions:

• Demographics
• Site behavior
• First session dates
• Traffic source
• Conversions
• Device information

Creating Remarketing Audiences with Solution Gallery

Creating an audience in Google Analytics can take place in automatic mode. To do this, you need to use the “Solutions Gallery” and staples.
To import ready-made templates you need:

Now we need to select the view templates in which we will create remarketing lists.

It is not necessary to create all the audience lists that are offered. You can simply mark the desired lists.

Now our task is to import Google listings analytics in AdWords

The first thing to do is establish a link between the analytics system and your AdWords ad accounts.

To do this, go to the “Administrator” tab and in the resource settings select “Connection with AdWords”

In the communication settings, select the account we need with the checkboxes and select “Continue”

Enter the name for linking accounts and click “Select All” and link accounts.

Now after 24 hours you will have linked accounts.

Setting up a remarketing campaign in Google AdWords

We only need to create a display network. To do this, click on “+ Campaign” and select the appropriate item.

Campaign-level settings are the same as display campaigns. You need to specify the budget, bidding strategy and geotargeting.

Now we need to create an ad group and add remarketing list targeting

To do this, select “Display Network - and Remarketing”, after which you need to click on the “+ Targeting” button

Check the boxes next to “Interests and Remarketing”, and then “Remarketing Lists”.

Now you need to click on the button with two arrows next to the desired list.

In the window that opens, select “Remarketing Lists” and add the desired list. Then we save the settings

This completes the Google AdWords remarketing setup.

How to return a visitor to the site who did not complete the target action? Launch remarketing on the Google Display Network: attractive banners will remind users of the product, and you will be able to direct your advertising budget to a “hot” audience. In this article, I will describe the setup step by step. remarketing in Google Ads.

1. Add a remarketing code to your website

To collect lists of users who visited the site, you can:

• set the Google Ads remarketing tag;
• use the modified Google Analytics code.

1.1. How do I add a Google Ads remarketing tag?

1.1.1. Open Google Ads and navigate to the Shared Library - Audiences tab.

In the "Site visitors" subsection, click on the "Set up remarketing" link.

1.1.2. In the window that opens, click on the "Set up remarketing" button. You will need a checkmark next to the "Use dynamic ads" field only when setting up dynamic remarketing, to create a regular remarketing campaign, leave the field blank.

1.1.3. A pop-up window will appear asking you to install a remarketing tag Google Ads. You can immediately send the code and instructions for it to programmers - just enter email recipient.

To copy the remarketing code, click the View Google Ads for Website tag link.

This code must be inserted on all pages of the site between the tags .

Choosing to set up remarketing with Google Analytics gives you several benefits:

• more flexible audience settings are available - you can take into account the behavior of users on the site and the goals they have achieved;
• you can quickly create remarketing audiences using scripts and ready-made templates from the Solutions Gallery.

1.2.1. Go to Google Analytics and click on the gear to open the Admin panel. In the resource settings, go to the sub-item "Tracking code" - "Data collection".

1.2.2. In the remarketing settings, move the slider to the “On” position. and save your changes.

1.2.3. If Google Analytics is installed using Google Tag Manager, it is enough to activate data collection in your account settings. If the analytics code is installed directly on the site, after activating remarketing, the Analytics tag must be replaced.

In the resource settings, go to the "Tracking code" item and copy the script highlighted in the screenshot.

Paste this code on all pages of the site before the closing tag.

Setting up Google remarketing takes a few minutes. This can be done in two ways - we will analyze the simplest of them. Sit back, I will quickly tell you how in 7 minutes you will create your first audience in Google Adwords and set up ads for it.

Remarketing or Retargeting?

Yes, they are synonyms. It’s just that retargeting is used in the terminology of Yandex Metrica, and remarketing is used in Google. Therefore, these concepts are one and the same. But since we refer this article to the Google Adwords section, we will speak His language 🙂

2 Ways to Set Up Google Remarketing

Hereinafter, I will assume that you, dear reader, already have a Google Adwords account. Because otherwise you would not have wondered how to set up remarketing - after all, this is the next step in working with contextual advertising.

So, there are two options for setting up remarketing.

Using the Google Adwords tag

To do this, go to "Shared Library" (menu on the left), the "Audiences" tab and click "Set up remarketing".

Then click on the blue button "Set up remarketing" and you will see instructions for setting up. The system will offer to copy the remarketing code to all pages of the site so that it becomes possible to collect an audience.

To be honest, I have never tried setting up remarketing using the Adwords tag. Why, if it can be done using Google Analytics without installing additional code on the site 🙂

Remarketing with Google Analytics

The easiest option, because it involves setting up remarketing in the process of setting up the Analytics counter. Of course, in this option, everything starts with installing a counter on the site.

Then, in the counter settings at the Resource level, we link the Analytics and Adwords accounts. If the Analytics account is created in the same Google account on which you work with Adwords, then the setup is done in just a couple of clicks. If Analytix is ​​on a different account, then you will have to give access to the counter. I am sure that you have everything in one account, so I will not dwell on this point.

Go to "Resource Settings" - "Connection with AdWords". Further - elementary, the beginner will understand. If you still have problems at this stage - see. In this article, I also considered this moment in detail.

After the connection between the Analytics and Adwords accounts is established, go to the "Audience Settings" - "Audiences" section in the same place at the Resource level.

Click the big red "+Audience" button. In the instructions that appear, select the view (You will most likely have the only one), select the associated adwords account and click the "Next" button.

Here the system offers to select an audience. I suggest not to bother at the beginning and create a base audience "All users" with a maximum membership period of 540 days (as opposed to 90 in Metrica). Click on the appropriate field in the list, name the audience in a way that is convenient for you and press the "Save" button. Specify the term of participation in the next step.

Fabulous! The hardest part is over - the first audience is created and ready to be rolled out. Here the system prompts you to immediately create a Remarketing campaign.

Quick guide for the first campaign

To do this, click on the "Create Campaign" button and you will be redirected to the page in Adwords at the stage of creating a new campaign. This is convenient because the system automatically sets the campaign type to "Display Only", and when creating an ad group, it defaults to targeting the remarketing list that was just created.

In fact, you just have to set the advertising campaign settings and make ads. And, well, uncheck targeting optimization. At the initial stage, I do not recommend, because in this case the system will actively expand the reach, showing ads not only to users from the remarketing list. And we want to start neat and without a drain, right?

• create an advertising campaign of the type "Display Only";
• create an ad group and name it the same as the name of the remarketing audience (for your own convenience);
• create a text and image ad in the ad group;
• set the targeting for the ad group as: "Interests and remarketing" - and here select the audience created in analytics.
• Run an ad campaign on a test budget of $5 with a maximum bid at the ad group level of $0.03.

And of course, do not forget about conversion tracking and study first and last click attribution models to pump your brains in this regard. And I will help you.

The user enters the target site, browses a few products, and leaves without making a purchase. The system remembers the user's data by marking it with a special label in the browser's cookie file. The next time the tagged user visits another site, they will be shown a banner with the products that they viewed on your site. This motivates the user to return to the site and complete the desired target action. The user will see the product he is interested in, return to the site to make a purchase (Fig. 1).

Rice. 1. An example of how remarketing works

With the help of remarketing, you can analyze the interest of the user. Additional settings allow you to mark users who have or have not taken a certain action.

How to set up remarketing in Google Adwords

Remarketing makes it possible to contact those users who have previously visited your site or worked with your application. An advertisement can be displayed both when viewing a site in the Content and Display Network, and when search query on Google that matches your product or service.

4 Steps to Create a Remarketing Campaign

1. Select campaign settings

• Contextual media network. In order to set up a campaign on the Display Network, select the tabs "Display Network Only" - "Marketing Objectives" - "Call to Action" - "Shopping On Site".
• Search network. To set up a search network campaign, select "Search Network Only - All Features".

2. Add a remarketing tag to your website or app

For complete coverage of the audience, it is recommended to add a tag to each page of the site before the closing element. It will work when visiting from both PC and mobile devices.

A remarketing tag is a piece of code that you receive from AdWords that adds your website visitors to the required remarketing list. After adding such a tag, you will be able to show your ads to users on other sites. In the settings, add a tag to all pages of the site or application.

3. Create Remarketing Lists

Once you've added a remarketing tag to your site or app, you can start building lists for different pages and sections on the site based on Google data Analytics, by parameters such as city, session duration, etc. Lists make it possible to attract users who perform certain actions on the site: view products or add them to the cart. A remarketing list is a set of cookies from users who have visited your site. Google assigns a number to the user's browser using cookies as soon as the user has visited a site that is part of the Display Network.

For example, you can make a list for visitors to a popular product category. You can also add information about the price of the product to the tag, about the type of page, for example, the purchase page. How to find a code snippet?

In your Google AdWords account, go to the Campaigns tab. Next, follow the link to the “Shared Library” tab and select the “Audiences” section (Fig. 2 and 3).

Rice. 2. Adding a remarketing tag to your site

Rice. 3. Adding a remarketing tag to your site

You can create a list in a campaign or ad group. To do this, on the Campaigns tab, select the Display Network tab, then click Remarketing Targets and Interests.

Participation period

Remarketing allows you to independently set the duration of participation of cookies in the list. By default, the period is 30 days. The maximum term is 540 days. For example, if the purchases are short-term, then the participation period may be several days, and if the purchases are designed for a long time, then the participation period may be several months. (Fig. 4).

Rice. 4. Changing the expiration date of cookies in the remarketing list

Remarketing in Yandex. Direct

First of all, you can use the auto-remarketing function. It makes it possible to show ads in YAN (Yandex advertising network) to users who have previously visited the advertiser's website. The conversion of such sites is high, as users have shown interest in the site.

1. Autotargeting only works for ads that are shown in YAN (Yandex advertising network). Therefore, in the campaign settings, it must be specified that ads are shown in YAN.

2. The site must have a Yandex counter. Metrics.

Once these settings are enabled, auto-remarketing will start automatically.

Yandex also has the ability to manage remarketing and make individual settings. For this, the Yandex. Direct should be professional, while Yandex. Metrics set up the desired goals.

After that, the “Retargeting conditions” selection menu will appear in the settings (Fig. 5).

Rice. 5. Selecting conditions for retargeting in Yandex. Direct

The following parameters must be specified:

• goals for segmenting the audience for displaying advertisements.
• the time that has passed since the user last visited the site.

It is important to remember that the remarketing feature is connected specifically to the ad, and not to the campaign as a whole.

• none of the goals has been achieved;
• all goals are achieved;
• at least one of the goals has been achieved.

For example, to display ads to those who put the product in the cart, but did not check out, you should specify the item "At least one of the goals was achieved."

4. Specify goals for audience selection

For most conditions, it is recommended to specify a maximum time of 14 days. More short term(1, 3, 5.7 days, etc.) it is better to indicate only for temporary promotions and special offers on the site. Select the "Cart Page" target to continue with the setup you just started.

Rice. 7. Customization additional conditions retargeting in Yandex. Direct

• None of the goals has been achieved;
• Page "Thank you for the order";
• 14 days.

5. Save your changes.

Once you've set up the required ad delivery conditions, they become available to other ads in your account. You can delete them on the ad edit page and on the campaign page.

Good day. This article gives you the opportunity to read the instructions for setting up dynamic remarketing for Google AdWords for countries where the Google Marchant Center is not connected. In parallel, we will also consider the option of connecting Dynamic Remarketing through Google Analytics and Google Tag Manager.

Data feed

We form a data feed for uploading to AdWords (How to create a feed - https://support.google.com/adwords/answer/6053288). This feed should contain basic information about the product, namely:

• Product ID;
• Name of product;
• Product URL;
• URL address of the product image;
• The price of the product;
• Discount price.

As you can see from the examples, there can be many lines in the feed, but the ones mentioned above will be enough for us.

After the feed is ready, you need to add it to your account. Opening an AdWords account. Open the "Shared Library" -> "Commercial Data" tab. Next, press the red "+Data" button and select "Dynamic Display Ads Feed" -> "User Selected". For clarity, we show a picture that should be displayed in your working window.

If everything is done correctly and there are no errors in the feed, then you will see that the Nth number of items have been added.

If there are errors in the feed, then this will also be displayed in a similar window and you can see which lines of the feed have errors and correct them.

If the feed is not formed correctly, or there are too many errors, then the file cannot be downloaded at all, and you will be notified about it in red letters.

If we have a Google Merchant Center, then we take the data for the feed from it.

After the feed is uploaded, it will be checked for some time, after which you can safely start creating ads.

While we are reviewing, we will start adding tracking codes to the site. This operation can be carried out using a large number of methods:

1. Through the standard AdWords tag.
2. Through Google Analytics and Custom Dimension (Custom parameters) - this is already more interesting.
3. Through Google Tag Manager based on the first or second method.

Dynamic Remarketing via AdWords Tag

We take the regular AdWords tag, which is "Shared Library" -> "Audiences" -> "Tag Info" -> "Settings" -> "Show AdWords Remarketing Tag" (Sounds scary, but it's not far off) and add it to the default tag multiple lines.

Copy the code below and paste it between the tags on every page of the site

Copy the code below and paste it between the tags right after the Global Site Tag on the pages you want to track.

Where REPLACE_WITH_STRING_VALUE should be replaced according to the product ID on its page. That is, in the product page code, each product will have its own dynx_itemid, dynx_pagetype, dynx_totalvalue . This can be done by a programmer either manually or by writing a special parser that will substitute values ​​automatically.

Dynamic Remarketing via Analytics Tag

Consider the sequence of steps of those who decided to use this method. To start, let's go to Analytics account to the "Administrator" tab.

On the resource panel we find "Custom definitions" -> "Custom parameters".

Press the red button "+Custom Parameter"

We give each parameter an appropriate name: dynx_itemid, dynx_pagetype, dynx_totalvalue.

The rest of the parameters are left unchanged:

After that, we need to create a Dynamic attribute in the "Remarketing" tab:

Press the red button "+Attribute"

In the drop-down list, select "Special topics":

We pass to the next stage and here we already choose which parameters and where will be substituted. According to the example, everything should look like this:

If there is id2, then we also create dynx_itemid2 and substitute it in "Identifier 2".

The setup is finished, now you need to add 3 lines of code to the Analytics tag for data transfer:

Where dimension1, dimension2, dimension3 are specified as such. Don't change them. but when passed to Analytics they will correspond to dynx_itemid, dynx_pagetype, dynx_totalvalue.

You can see in more detail which dimension corresponds to which parameter in the "Custom Parameter" tab. dimension no. is its index in the second column:

With REPLACE_WITH_STRING_VALUE - the same situation as in the previous method when installing the AdWords code.

Dynamic Remarketing via Tag Manager

I want to warn you right away that in order to implement this feature, you either need to know how to write JavaScript code that will get (parse) the necessary values ​​​​from the page, or ask your developer to do it.

Open the Tag Manager and go in or create the container you need. Then click the "Create" button and select "Tag". Let's give it, for example, the name "AdWords Remarketing". In the tag type, select AdWords remarketing. We enter all the necessary parameters. After we have done all the first steps, a little lower, in the “User Options” category, switch the “Use Data Layer” value to “Specify Manually”. And add the names of the passed parameters to the keys: dynx_itemid, dynx_pagetype, dynx_totalvalue. For the "Value" column, we will use our own macro. Below is what you will see on the screen.

If you already have a macro, then immediately add it. If not, then click "New Macro" and a window will open where you can set the name and type of the macro. You can choose any name, but we are interested in “Native JavaScript code” as the macro type. In the line for the code, we write the parser for your parameter and save it.

The end result should be something like this:

After setting all the keys and macros, click "save" and complete the setup.

As with Analytics only, you'll need to create "Custom Parameters" and "Dynamic Attributes". How to do this is described in the article above.

After we have everything ready in Analytics, we move on to setting up in the Tag Manager.

We create a tag. Select type Analytics -> Universal Analytics. We give him a name. We enter in the identifier, the identifier of your analytics, turn on the functions for remarketing in the Display Network.

After that, open the item " Extra options” and select Special options in it. "+Add Custom Parameter".

In the "index" value, we indicate the index of the parameter that we have specified in the analytics. And for the parameter value, we take the same macro in which, as in the variant with the AdWords tag, the product parser is written.

Add all the parameters we need and click the "Save" button.

So, we looked at various options for setting up dynamic remarketing that is applicable to all countries. Different ways. The first two methods are much simpler, since they do not require special professional knowledge. And the parameters of the goods can be substituted manually, although this will take a lot of time. The second method is more complicated and requires special knowledge, but you cannot do without it if you use Tag Manager for analytics.

Which option to choose is up to you!

Oleg Poddubny

Alena Aleshina

Account Manager

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