Google Adwords Mega-Tip: Email Remarketing

There is a tip that is not know by many people and it can generate really good results when using Google AdWords.

We can perform a remarketing to the audience that has open our Newsletter! This allows us to create a perfect segmentation through interests, combining these list with the one of the people that has entered our site. We can have a list of users that are actually interested in us, not only they enter our site, but they also read our newsletters. Form personal experience, this has given me great results and improved my remarketing CTR by a lot. We can also reinforce through display the idea of an open newsletter.

Another pro: if we use different remarketing labes for each mail that we send, we can know the amount of people that opened out Newsletter by checking out the audience in each label. The combinations are infinite: we can perform remarketing, for example, only to those that opened our last 3 newsletters, interchanging the labels.

How is this done?

In your AdWords campaign, you can clic on Shared Library and then Audience. Click on New Audience, Remarketing List.

Crear lista de Remarketing

Then check on the option Define a new visitors list when putting a new label on the site, and click on New Label.

Nuevo Tag

Fill the blanks and click on Save

Rellenar Campos Remarketing

¡Ya está creado tu tag! Ahora, haz click en Etiqueta


The following code will appear, the important part is the one Highlighted.


<!– Google Code for Newsletter –>
<!– Remarketing tags may not be associated with personally identifiable information or placed on pages related to sensitive categories. For instructions on adding this tag and more information on the above requirements, read the setup guide: –>
<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = 123456789;
var google_conversion_label = “ABCdefoAUQ15ym0AM”;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
<script type=”text/javascript” src=”//”>
<div style=”display:inline;”>
<img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//;label=ABCdefnhoAUQ15ym0AM&amp;guid=ON&amp;script=0″/>


You have to take only this part of the code.:

 <img height=”1″ width=”1″ style=”border-style:none;” alt=”” src=”//;label=ABCdefnhoAUQ15ym0AM&amp;guid=ON&amp;script=0″/>

Paste it on your newsletter’s HTML code that you are planning to send and VOILA! You have implemente the E-mail Remarketing tool.

We hope this tool helps you improve your accounts. Bye!

2 thoughts on “Google Adwords Mega-Tip: Email Remarketing

  1. Pablo

    Hola Alan,

    En algún cliente cuando lo he implementado el número de aperturas no coincide con el número de usuarios de las listas ¿Por qué puede suceder esto?



    1. Alan Daitch

      Hola Pablo, ¿cómo estás? El número de usuarios de las listas es inexacto, AdWords lo redondea siempre. Por otro lado, los clientes de e-mail marketing calculan el número de aperturas únicas según un criterio distinto a cómo las calcula Google para el píxel: el cliente de e-mail marketing calcula el número de e-mails distintos que abrieron el correo, mientras que Google calcula el número de dispositivos distintos que lo abrieron. Sería muy raro que ambos números te coincidan. ¡Saludos!

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