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How to Set Up the New Universal Google Remarketing Code

Marc Weisinger
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With Google launching an easier to implement, more feature-enabled version of their remarketing code, now it’s easy for advertisers to create and set up the newest Google remarketing codes and campaigns.

If you haven’t already read our top three reasons why we’re excited about this newest generation of Google remarketing, you can find that article here.

Since the way you are actually going to create the new universal version of the code will vary depending on if you’re using an account that previously held remarketing codes, we’ll outline step by step how to create new tags whether you’ve previously used remarketing or if you’re using a completely new account for your Google display efforts.

Creating the New Google Remarketing Tags in an Account That Already has Remarketing Tags

If you’re not new to Google remarketing, the odds are that you would like to create your new universal remarketing tag in the same account that you currently use now for display and remarketing. Good news, we have you covered if you follow the following step-by-step instructions!

If you're going to be setting up your remarketing tags in a completely new account you can scroll past this section and you’ll find the instructions for setting up the universal code in a new account.

Step 1: After logging into your AdWords account at the campaign tab on the left navigation, click on the shared library and then on audiences.

adwords-shared-library-audiences

Step 2: Click on the green new audience button and select remarketing list.

new-audiences-remarketing-list

Step 3: Click on the second radio button to “Define a list of site visitors by placing a new tag on selected pages (previous version of remarketing)
subtext: not recommended. You should define lists based on your site URLs.

  • Note: This is probably the most confusing step in the process as Google specifically tells you this is the previous version of remarketing and not to use it… Turns out this is still the option we want to select.

new-remarketing-list-define-a-list-of-site-visitors

Step 4: Select the green button on the right side for +New Tag.

Pro Tip: For the membership duration, choose 540 days to have the ability to make remarketing lists lasting for any duration lower than 540 days for your remarketing campaigns.

new-remarketing-list-new-tag

Name this tag “New Universal Google Remarketing Code” or something that you’ll know is the new universal tag.

Hit save and you’ve created your new universal Google remarketing codes!

Step 5: After you’ve saved your new universal code you will be taken back to the audience screen. Here click the [Tag] button to see your new code.

audiences-new-universal-google-remarketing-code-tag

Below is what the tag should look like, copy this into a new notepad doc for your records.

tag-new-universal-google-remarketing-code

Step 6: Place this new universal code on the footer of your site so that it is on every page of your site.

Step 7: Give yourself a pat on the back, you’re ready to have your universal code accrue cookies!

Creating the New Google Remarketing Tags in a New Account or an Account that Never had Remarketing Tags Created

For those new to Google remarketing or looking to set up their new universal Google remarketing code in a new account this section is for you.

Step 1: After logging into your AdWords account at the campaign tab on the left navigation, click on shared library and then audiences.

adwords-shared-library-audiences

Step 2: Click on set up remarketing.

You will see this screen:

audiences-set-up-remarketing

Step 3: Copy the remarketing tag in the box into a new notepad doc for your records.

Below is what this screen should look like:

tag-your-site-remarketing-code

Step 4: Place this new universal code on the footer of your site so it's on every page of your site.

Step 5: Give yourself a pat on the back, you’re ready to have your universal code accrue cookies!

Summary

There you have it! Whether you're a remarketing expert and want to set up these new codes for their ease of use and new functionality, or you’re new to the scene and looking to get started, you now have the step-by-step instructions to launch the newest version of Google remarketing.

Now it's time to get implementing and innovating!


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