Installing Re-marketing Tags
For the re-marketing process to work as described in the previous re-marketing article you have to install 'Re-Marketing Tags'.
Remarketing Tags are small snippets of code that are provided by your chosen ad networks. You install them on your website and they allow the Ad Networks to profile your visitors so you can target them at a later date with your offering.
The easiest way to install these Tags is using Google Tag Manager.
Each Ad Network has its own re-marketing service:
Facebook - Pixel
Visit the Facebook Ads Manager page using the link above and click the Ads Manager menu on the top bar. From the drop-down menu select Pixels from the Measure & report column.
Next, click 'View Setup Instructions', 'Use an integration or tag manager', and finally click 'Google Tag Manager'.
If you do not have an existing Facebook Pixel, click the 'Create a new pixel' link as shown on the bottom of this screen.
Facebook will then automatically set up the Pixel service by connecting to your Google Tag Manager Account on the next screen.
You will then be asked to verify the account of your Google Tag Manager. You should recognise the Account and Container from when you set up your Conversational Marketing software
Once you are done, click Finish Setup. From this point, onward Facebook will start collecting information about the people that visit your website so that you can re-market to them at a later date.
Linked In - Insight Tag
First, log in to your Linked In account. Click the work icon next to your profile picture in the banner at the top of the page, and select Advertise from the drop-down menu.
If you do not already have an Account set up, select the blue Create account button from the main Campaign Manager window.
Now your account is created you should be able to select Website Demographics from the following screen. Once you have done that click the 'Setup Your Insight Tag' button.
We do this in the exact same way that we did for installing our Conversational Marketing software by copying the code from this page and creating a new Tag in Google Tag Manager for it.
For instructions on how to do that, refer back to the Conversational Marketing module, Software Installation article.
Google - Remarketing Tag
Create or log in to your Google Ads page and select Tools and Audience manager as shown in the image below.
Then select the Google Ads tag. On the screen that follows select 'Collect standard data available from this data source' and then 'Save and continue'.
The next screen will inform you that Google Ads Tag has been replaced by something called Global Site Tag - this is Google's 'all-in-one' tag that is used for Google Ads, Re-marketing, and Analytics.
Copy the snippet of code as instructed and then in your Google Tag Manager account create a new Tag called Global Site Tag in the exact same way you did for the Drift Conversational Marketing software. For detailed instructions on how to do this, refer back to the Conversational Marketing topic, Software Installation article
If this has been done correctly you should see the Google Ads tag listed under Audience Manager > Audience Sources as shown below.
The major ad networks will now be set up to collect visitor information from your website.
If you are using a landing page(s) built using a third party service provider such as InstaPage or Landing Lion, then you must use a separate tracking tag to track visitors and conversions on this webpage. The tracking code used for your website will only work on your website. You must also do this if your landing page is on a separate sub-domain, e.g. offer.mycompany.com rather than www.mycompany.com/offer
Your landing page service provider will have an option within their service for posting snippets of tracking code, and instruction for how to do so.