Setting Up Remarketing with Google Ads in WordPress

Setting Up Remarketing with Google Ads in WordPress

Remarketing is a powerful way to re-engage users who have previously visited your website. By tagging visitors and placing them into customized audience lists, you can deliver tailored ads across the Google Display Network and search results. In this extensive guide, you’ll learn how to set up Google Ads remarketing on a WordPress site using three different methods: manual tagging, Google Tag Manager, and WordPress plugins.

Why Remarketing Matters

• Higher conversion rates – Reaching interested users increases the likelihood of action.
• Cost-effective – You target users already familiar with your brand, often at lower CPCs.
• Brand recall – Frequent ad exposure keeps your offering top of mind.

Prerequisites

• Active Google Ads account with billing set up.
• Administrator access to your WordPress dashboard.
• Basic familiarity with code snippets or plugins.

1. Obtaining Your Google Ads Remarketing Tag

To begin, you need the global site tag (gtag.js) and the optional event snippet for page-specific data. Follow these steps:

1. Sign in to your Google Ads account.
2. Navigate to Tools amp Settings gt Shared Library gt Audience Manager.
3. Select the Audience Sources tab, then click Set up under Google Ads tag.
   Reference: support.google.com/google-ads/answer/2453998
4. Copy the Global site tag — it looks like:
   ltscript async src=https://www.googletagmanager.com/gtag/jsid=AW-XXXXXXXgtlt/scriptgt
   ltscriptgt
   nbspnbspwindow.dataLayer = window.dataLayer []
   nbspnbspfunction gtag(){dataLayer.push(arguments)}
   nbspnbspgtag(js, new Date())
   nbspnbspgtag(config, AW-XXXXXXX)
   lt/scriptgt
5. Optionally, copy Event snippets for conversions or dynamic remarketing. You can add these on pages like “Thank You” or product pages.

2. Manual Implementation in WordPress

If you prefer direct code insertion, add the tag to your theme’s header.php file or use the “Insert Headers and Footers” plugin.

2.1 Using Header.php

1. In the WordPress Admin, go to Appearance gt Theme Editor.
2. Locate and open header.php.
3. Paste the global site tag just before the lt/headgt tag.
4. Save changes and verify by viewing your page source.

2.2 Using ‘Insert Headers and Footers’ Plugin

1. Install and activate Insert Headers and Footers.
2. Navigate to Settings gt Insert Headers and Footers.
3. Paste your global site tag into the Scripts in Header field.
4. Save and test.

3. Implementation via Google Tag Manager (GTM)

GTM provides flexibility by centralizing all your marketing tags. If you’re already using GTM or plan to add multiple tags, this is ideal.

3.1 Install GTM on WordPress

1. Create a GTM container in your account. Copy the two snippet codes provided.
2. Insert them in your header.php and footer.php or use a plugin like Insert Headers and Footers.
3. Verify installation with the Tag Assistant Chrome extension.

3.2 Configure the Google Ads Remarketing Tag

1. In GTM, click Tags gt New.
2. Select Tag Configuration gt Google Ads Remarketing.
3. Enter your Conversion ID (the AW-XXXXXXX number).
4. Under Triggering, choose All Pages for basic pageview remarketing.
5. Save and publish your container.
6. Test with Preview Mode.

4. Plugin-Based Approach

If you prefer a no-code solution, specialized plugins can handle Google Ads remarketing along with other pixels.

4.1 PixelYourSite

• Install and activate PixelYourSite.
• Go to its settings page. Enter your Google Ads ID under the Google Ads section.
• Enable standard and dynamic events (PageView, ViewContent, AddToCart, Purchase).
• Save and verify events in Google Ads or using Chrome’s developer tools.

5. Creating Remarketing Audiences in Google Ads

With your tag live, build lists to segment visitors by behavior:

Steps to Create an Audience

1. In Google Ads, go to Tools gt Audience Manager.
2. Select New Audience gt Website visitors.
3. Choose criteria (URL contains, duration, frequency).
4. Name the list and set membership duration.
5. Save and wait for data accumulation (usually 24–48 hours).

6. Testing and Troubleshooting

• Use Google Tag Assistant or GTM’s Preview Mode to confirm tag firing.
• Check Audience Sources in Google Ads—tag status should be “Recording.”
• Ensure no duplicate tags exist that might inflate counts.
• Review browser console for JavaScript errors that block tag execution.

7. Best Practices

• Segment audiences: Tailor ads to cart abandoners vs. site browsers.
• Frequency caps: Avoid ad fatigue by limiting exposures per user.
• Compelling creatives: Use dynamic ads for product-specific messaging.
• Exclude converters: Prevent wasted spend by excluding those who already purchased.
• Test durations: Short windows (7 days) drive urgency longer windows (30 days) capture broader interest.

Conclusion

Remarketing via Google Ads on WordPress can significantly boost ROI by re-engaging warm audiences. Whether you choose manual tagging, Google Tag Manager, or a WordPress plugin, the setup process involves installing tags, configuring audience lists, and following best practices for segmentation and ad frequency. With proper implementation and optimization, you’ll turn previous visitors into loyal customers.