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Watch the Video Tutorial:
How to Create Remarketing Audiences in Google Ads
Prerequisite: You need to have the Google Ads Tag installed in all website pages: https://youtu.be/FQnpgPTKwCg
1) Login to Google Ads
2) Access Tools (left-hand-side menu)
3) Open the Shared Library drop-down menu
4) Navigate to Audience manager
5) Click the "+" button
6) Select Website visitors
7) Specific the conditions for your Remarketing Audience (Segment) and create the segment
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Frequently Asked Questions on Creating Remarketing Audiences in Google Ads
What is remarketing in Google Ads?
Remarketing is a targeting strategy that shows ads to people who have already visited your website, used your app, or interacted with your brand. It helps re-engage potential customers, reminding them about your products or services as they browse other websites or YouTube.
How do I create a remarketing audience in Google Ads?
Go to your Google Ads dashboard → Tools & Settings → Shared Library → Audience Manager.
Click + New Audience → Website Visitors.
Choose the source (e.g., website, app, YouTube, or customer list).
Define audience rules — such as “visited the pricing page” or “added to cart but didn’t purchase.”
Name your audience and click Save.
Once enough users are collected, the audience becomes available for targeting in campaigns.
Do I need to install a tag before creating remarketing audiences?
Yes. You must have the Google Ads Tag or Google Analytics 4 tag installed on your website to collect visitor data. This allows Google to build your audience lists based on user interactions and behaviors.
What are some best practices for effective remarketing campaigns?
Segment audiences by intent (e.g., cart abandoners vs. homepage visitors).
Exclude users who’ve already converted.
Use custom creatives that match user behavior (e.g., show viewed products).
Combine with automated bidding strategies like Target CPA or Target ROAS to optimize conversions.
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