Setting Up Remarketing & RLSA

Very difficult to find a tutorial on this using the new Adwords interface.

To begin with

Remarketing in Google Analytics

Enable Remarketing in Google Analytics

Go to the Admin part of Google Analytics

In the Property (middle) column click – Tracking info – Data Collection:



Turn on Remarketing ON and Advertising Reporting Features ON

– Next link to Adwords:

create your audience

Still in Admin and in the same column

Go to Audience definitions – Audiences:




You’ll now be prompted to create a new campaign in Adwords:


Apply Remarketing Tag in Google Tag Manager

If you haven’t already you will have to add the remarketing tag/code to your website:

Inside Adwords

Click – Audiences – in the sidebar inside Adwords

Select the remarketing list that you just set up straight from Google Analytics

Then click Audience Sources:

Click Details

Scroll down and click “Setup Instructions and tag code


Scroll down and click Use Tag Manager – then copy the code that appears in the box:


Now over to Google Tag Manager

Create a VARIABLE first:

Click “NEW” under User Defined Variables

name it – “GAconversionID”

Choose “Constant” and give it the value of the ID from Google Adwords (the code we copied)

Create a Tag:

Name it “Adwords Remarketing Tag”

Under Tag configuration – Choose Google Adwords Remarketing

Conversion ID – use the variable that you just created – GAconversionID

Fire it on all pages (unless you only want it to fire on a specific page)

Publish the changes.

Use the Google Chrome Tag Assistant extension to check the remarketing tag is live on your site.

Note – if you use an Adblocker, you can get an error message here.

RLSAs – coming soon! for now, see this video:


**I’ll be honest, I can’t get my head round RLSA ads. As far as I can tell you can do them by creating an ad group with a remarketing audience added –> then increase bids for this audience**


Quick Tip for Remarketing

Create a segment in Gooogle Analytics for visitors who spend over 4 minutes (240 secs) on your site.

This is apparently a ‘sweet spot’ for the ideal remarketing audience no matter your industry or market.


Add this Audience / Custom Segment to Adwords

Click “NEW SEGMENT” button in a GA report

Add the segment by changing ‘conditions’ to Session Duration > 240

Then click the down arrow next to the segment name and ‘build audience’

Screen Shot 2018-02-05 at 12.55.36
Click “Build Audience” 2nd from bottom on the drop-down menu

After you click ‘build audience’ add the membership duration for the audience (30 to 90 days – depending on your product/service).

Then Save.

Then go into Adwords and you can add this audience to a campaign or Ad Group!




Structure of RLSA Campaigns

Create a separate RLSA campaign so that you can serve separate ad copy and offers to people who have already visited your site.

in the original campaign, add the RLSA audience as a negative audience.

This means that the 2 campaigns will not compete to serve ads to those who have already visited your website.

Ad Copy for RLSAs

For example, if you know someone hasn’t purchased in the last 90 days, perhaps offer them 10% off a first time purchase using a code.

Think about the reasons a user didn’t purchase from you and counteract these in your ad copy, mention how trustworthy a company you are, how many great reviews you have, your returns policy, etc. If you tried price targeting the first time around, test out something different now to get that customer back!