How to implement Google Ads Remarketing tag via Google Tag Manager

In order to create a tag for remarketing, there are three components that we have to have: Website, Google Tag Manager which has already installed, and Google Ads account. Firstly, we need to find our remarketing tag in our Google Ads account or enable it if we have not done it yet. For those of you who don`t know how to enable it, let me give the instructions briefly. First, we need to navigate to the Tools & Settings > Audience Manager on top of the right menu.

After that, we need to select Audience sources from the left menu.

If your Google Ads tag has already been activated, then click the Details, we`ll see an option to create our tag. This is going to be step one of us, basically creating our data source. As you can see from the screens, we have to methods here, general website visitors and collecting on specific data on specific actions people performed on your website to show personalized ads. For further information, read this.

 In this article, I am going to go obviously with the first option. Then we click the save button and continue. And the next part that we`ll see is that asking to install the tag on our website. As you can see here, there are three different options: install the tag yourself, email the tag, and use google tag manager. I am going to use the Google Tag Manager in this article.

As you can see there`s some detailed instructions.We’ll see a box appear with our Conversion ID, which we can then copy and paste into the corresponding GTM box.

Following that, we need to go to the Google Tag Manager container and click the Tag button then click the New and choose the Google Ads Remarketing.

After clicking the tag, you will see the Conversion Id section there. As a best practice, we need to set up Conversion Id as a variable. The purpose for this and the best choice to choose is that every Google Ads account has a unique Google Ads conversion ID and it never changes.And if we end up setting conversion tracking later, it guarantees that for any conversion tracking, we can just take this variable and place it in here. And we don't have to go back to the Google Advertising account any more.

In order to set up the variable, we are going to click on Little Lego brick which I mentioned above with the help of . And then it`s going to take us over to choose a variable. For that, we need to head over to the top right and press the blue button.

In the variable configuration, I am going to click to choose the Constant.

After that, I am going to put the Conversion Id which I copied previously from the Google Ads account, on value section. Then name it and saved. Next, click the “Triggering” section to choose where your remarketing tag should fire. If we simply want to include the tag across your entire site, choose All Pages. We can also set up triggers to fire the code only on select pages if necessary.

Check the Debug mode

After that, we need to enable preview and debug mode in order to test the changes.

Once we enable the preview mode, we should see the new Google Ads Remarketing tag among tags that fired.

Publish our changes in Google Tag Manager

Once we made sure that the data is coming in and it is displayed properly, we should submit our Google Ads Remarketing changes in the GTM container and publish it.

we can do that by clicking the SUBMIT button in the top right corner and then complete all the other steps that the user interface asks you to do.

At the end, I would like to add an chrome extension ( Tag Assistant ) here in order to check the tags whether it is working properly or not on your website.