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What is Google remarketing?

what is google remarketing

Much like Facebook remarketing, Google remarketing makes use of a code on your website. However, they call it a Google remarketing tag. This tag is placed on pages, which will then correspond to certain categories, which could be an event, or perhaps a product that you sell. It really depends on what your business does. When a user visits the page that the tag is on, a cookie is placed within that browser. When you create an advertising campaign via Google, it will target everyone who has that tagged cookie.

The benefits of Google remarketing

about google remarketing
So, what are the benefits of Google remarketing? The main one has to be that people tend to trust Google ads more than any other form of advertising. This is because they feel comfort knowing that there has been vetting and safety measures put in place which will ensure that any ads are high quality. There are of course, a number of other benefits to using this service.

The adverts can be as creative as you want them to be

One of the main advantages to Google remarketing is that you can be as creative as you want to be. There are custom graphics that you can use within your ads, which will often appeal much more to the end user. You can even create ads which are targeted to particular customers, which will allow you to vary what they see depending on the type of customer that they are.

Google Remarketing has a lower cost per click

Much like Facebook, the cost of Google remarketing is relatively low cost, per click that is. Although it may be slightly higher than other approaches, the success that you see with your click through rate is actually much higher, particularly because you are going to be advertising to people who already have knowledge of and interest in your product or service.

It is relatively easy and straightforward to do

Another plus point to Google remarketing is that it is relatively easy to set up. All you need is a Google Ads account. Then you need to add the remarketing tag to your website, build your ads and set up your campaign. You can even use the shared library in your account to create a list of people visiting certain sections of your website.
You can check out which websites are working best for you

When it comes to Google Ads, positioning is key. You want to make sure that you are featured on the websites that are attracting the best customers for you. The most relevant places means the biggest return on your investment. So, how do you make sure that you are in the best position? Well, thankfully Google has inbuilt ways to review which websites are performing the best for you.

The limitations of Google remarketing

Whilst there are plenty of things that Google can do, there are some things that it can’t and compared to Facebook the main thing is that Google sessions tend to be shorter than Facebook. You should really see Google as a middle man, helping you to get where you want to be, but not giving you a whole lot of time to get there.

Google Ads are a great way to remarket your business, however, they are not the best approach. Facebook may only work on Facebook alone, there is still a huge amount of traffic that goes through this one hub. Google has a wide reach through the Display Network, however, this reach is still much smaller than the reach that is seen on the AdRoll of Facebook.

One of the biggest flaws that you will see with Google is that you are limited on the keywords that you use. You want to make sure that they are close enough to your core product or service, otherwise Google will just say flat out no to your ad. You also will be limited as to where you can market too.

You are also limited to the categories that Google has in place, as well as the fact that it will only tack the code that relates to Google too.

The Google remarketing code and how to get it

The Google remarketing tag works much the same as the Facebook Pixel. It is a short piece of code that you will need to add to every page of your website that you would like to track. If you already have the Google Analytics tag on your website, then you do not need to add the Ads tag as this will integrate with your Analytics account.

How to install the Google remarketing code

Step 1. Sign in to Google Ads.

Step 2. Click on the icon in the upper right and click Audience manager under the section labelled SHARED LIBRARY.

google remarketing tag

Step 3. On the left, click Audience sources. This opens a group of sources from which you can create remarketing lists.

Step 4. In the “Google Ads tag” card, click SET UP TAG.

set up google tag

If you’ve already set up a tag, select Edit source from the 3-dot icon in its upper right of the “Google Ads tag” card.

existing google remarketing tag

If you’re just getting the code, skip to step 6.

Step 5. Select which type of data the tag will collect, standard data or specific attributes/parameters.

  • You can also choose to include the user ID parameter with the tag. This will collect the user IDs of people who visit your website so you can show more targeted ads.
  • If you select specific attributes or parameters, you can choose the business type that best represents your products and services.

google remarketing tag data


Step 7. When the installation screen appears, your global site tag and event snippet will be ready for use. You can copy the code, use Tag Manager, download the tag, or email the tag to a webmaster.

  • To integrate remarketing into your site, copy the code and paste it between the <head></head> tags of the website.
  • The global site tag must be added into every page of your site. The event snippet only needs to be added into the specific pages you want to track for dynamic remarketing events.

install google tag

Step 8. Click CONTINUE.

Step 9. In the following “What’s Next” confirmation screen, click DONE again.

google remarketing ads tag

  • Optional: If you previously added the global site tag from another Google product such as Google Analytics, make sure you add the ‘config’ command from the AdWords tag (highlighted below) to every existing instance of the tag. Note that “AW-123456789” is only an example of an ID. You’ll need to replace this part of the ‘config’ command with your customer ID in the global site tag box.

<script async src=”″></script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag(‘js’, new Date());

gtag(‘config’, ‘AW-123456789‘);

  • Optional: If you’re using an event snippet for remarketing and don’t want the global site tag to send an extra hit, add the highlighted portion below to your global site tag’s ‘config’ command.
    gtag(‘config’, ‘AW-123456789’, {‘send_page_view’: false});

Some statistics on Google remarketing

Google is an absolute powerhouse when it comes to the modern world. In fact, there are over 2.3 million searches on Google made each and every minute of the day. As well as this, there are 5 billion video views on YouTube every day (which is also owned by Google).

Mobile optimisation is necessary when it comes to any remarketing efforts that you make on Google, especially since 53% of all paid-search clicks relate to mobile devices. If you do things the right way, then you can expect to make £2 for every £1 that you spend on Google advertising and the top 3 paid advertising spots get around 46% of the total clicks on the page.

If a user sees your advert on Google, then there is a 70% higher chance that they will convert to your website, then those who haven’t seen your ad.


The thing to remember when it comes to choosing a remarketing platform is that every business is different and therefore, what works for one, may not work for the other.

The very best approach to take is to try out both Facebook and Google as a combination of the two will maximise the visibility of your business. Of course, not every business can do this, so, the best place to start is to take a look at your core goals and then go from there.

For product-based businesses with a limited budget, Google is usually the best place to go, as you can tailor your marketing with the custom graphics and you can also create targeted ad copy too. You also will often see a lower cost per click to sale price.

In comparison, if you are a service-based business and your aim is to catch lost clients, then you may find that remarketing via Facebook is a much better option. Not only does Facebook give you a chance to market to a much wider audience, but they can also see that the service that you provide is to a high standard (thanks to reviews and comments that they see on your Facebook page). Read about Facebook remarketing here.

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