To show ads to people who have visited your desktop or mobile website, add the remarketing tag to your website. The tag is a short snippet of code that adds your website visitors to remarketing lists; you can then target these lists with your ads. If your website has a Google Analytics tag, you can use this tag instead and skip adding the AdWords remarketing tag.
This article contains instructions for the most common way to tag your website, along with other tag implementations for websites. Before you begin
If you're not familiar with your website's code, consider working with a web developer or someone with a technical background. Keep in mind that a remarketing list needs a minimum number of visitors in order for your ads to show, which means your website needs a minimum number of visitors. Remarketing to people based on their sensitive information is not allowed. Your remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website, you need to follow the Policy for advertising based on interests and location.
Create your first display remarketing campaign Create a website remarketing list Add website remarketing lists to ad groups Tag your site for remarketing About personally identifiable information (PII) in URLs About remarketing lists Edit, pause, or remove a remarketing list Enable remarketing for your app Use rules for website remarketing lists Use templates for website remarketing lists