How do you create a Google Ads Remarketing tag server side in GTM?
Ate Keurentjes | 30 March 2023 | Last updated: Using Google Ads Remarketing tag Server Side is an effective way to reach people who have been to your website before and thus increase conversion rates. An essential part of remarketing through Google is using a Google Ads remarketing tag, which allows you to track visitors to your website and display targeted ads to them on Youtube, Google and the Google Display network. In this blog, we explain step by step how to create server side a Google Ads remarketing tag in Google Tag Manager.
We are going to install the remarketing tag server side. This will allow you to retarget 20-30% more people than through the client side. Don't have a server container in Google Tag Manager yet? Then check out this blog.
Curious about the entire Google Ads Server Side Tracking setup? Then check out our Google Ads SST page.
Google Ads Server Side implementation steps
Creating Google Ads Remarketing Tag Server Side
Step 1: Go to data sources
Within your Google Ads account, go to Tools > Shared Library > Audience Management > Your Data Sources.
Step 2: Conversion ID
For the Google Ads tag, click Details and scroll to Tag Set. Under Tag Set, select Google Tag Manager and copy the conversion ID.
Step 3: Create new tag
We assume in this example that you are using GA4 as a base to send the data from the client to the server container. Don't have this set up yet? Then follow our four-part impelemtation series. Once this is set up go to the server container in GTM. Then go to Tags and click New to create a new tag.
Step 4: Choose Tag
Click Tag Configuration and select Google Ads-remarketing as the tag type.
Step 5: Set Tag
Paste the Conversion ID from step 2 into the tag. Then add a conversion linker.
Do you want to use dynamic remarketing in Google Ads? Then check the event data box for dynamic remarketing. Then select event data
Note: It is important to adhere to the correct implementation of the GA4 server side implementation sequence here. This way, you ensure that Google can recognize the correct data for dynamic remarketing and forward it to Google Ads.
Step 6: Set Trigger
Choose GA4 Client as the trigger. Name the tag and then click Save. Haven't created this trigger yet. Then follow the steps in this blog.
Super! You now have Google Ads Remarketing server side set up. You can now get started with your remarketing campaigns. But before you go. Have you also set up Google Ads conversion tracking server side?
Google Ads Remarketing Tag FAQ
Do you need Consent Mode V2 set for March to use Google Ads Remarketing?
Failure to implement Google Consent Mode V2 by March 2024 will result in restrictions on the use of certain Google Advertisement products. This will affect remarketing capabilities in Google Ads, Floodlight and Display. As a result, analysis of your website performance and the effectiveness of ad campaigns may be significantly reduced.
I have had a decrease in remarketing audiences since implementing Server Side Tracking, how is this possible?
Since the switch to permission mode version 2, in some cases all remarketing target groups have completely disappeared. This may be due to your Google Ads Remarketing Tag settings. Check out the corresponding support article.
