Adding the Google Ads Tag to a Site

Goal: Successfully install the Google Ads Tag on your website and build your remarketing audience within your Google Ads account.

Ideal Outcome: The tag is functioning correctly, allowing you to reconnect with website visitors who showed interest but didn’t complete a desired action.

Prerequisites: A Google Ads account using the new interface is required.

Why It’s Important: Remarketing lets you reach out again to potential customers who interacted with your website but left without converting.

Where to Do It: Within your Google Ads account (latest interface).

When to Do It: Only once, for the initial placement of the remarketing tag.

Who Does It: The person responsible for website management or paid advertising.

Steps:

1. Obtain Your Google Ads Global Site Tag Code:
   • Log in to your Google Ads account at https://ads.google.com.
   • Access the Audience Manager via the wrench icon (“Tools”) followed by “Audience Manager” in the top menu.
   • On the left sidebar, click “Your data sources” and then “Set up tag.”
   • Scroll down and select “Tag setup” to reveal three options:
     • Install the tag yourself
     • Email the tag
     • Use Google Tag Manager (we’ll choose this option)
   • Click the toggle to view detailed instructions on creating a Google Tag Manager account.
   • Note and copy your Conversion ID for later use.
2. Set Up Your Remarketing Code Using Google Tag Manager:
   • Go to https://tagmanager.google.com and select your account.
   • Create a variable to store the Google Ads Conversion ID:
     • Click “Variables” in the left sidebar.
     • Click “New” within “User-Defined Variables.” (Using variables ensures easy tag updates in the future.)
   • A new panel will appear. Click the Lego brick icon and choose “Constant” from the list.
   • Rename the variable to something clear (e.g., GoogleAds-CID).
   • Paste the Conversion ID from Google Ads and save.
3. Create the Google Ads Remarketing Tag:
   • Back in the workspace, click “Tags” then “New.”
   • Rename your tag and select the variable you just created in the “Conversion ID” field. (A consistent naming convention aids organization.)
   • Set the trigger to fire on all pages by clicking the interlocking circle icon and choosing “All pages.” Save.
4. Publish Your Changes:
   • In the top right corner, you should see workspace changes. Click “Submit” if ready.
   • In the Submission Configuration panel, add a name and description for this version (optional but recommended). Hit “Publish.”
5. Verify Setup (Optional):
   • Ensure your privacy policy is updated and user consent is obtained according to relevant regulations.
   • Use Google Tag Manager’s Preview Mode and enable the debug signal to verify setup.
   • Alternatively, install the Google Tag Assistant Legacy Chrome extension and follow the on-screen instructions to verify the tag’s functionality.

Note: Disabling AdBlockers might be necessary for proper tag detection.