If you are looking to run paid advertising campaigns, remarketing is arguably the most powerful tactic you can use.

There are many ways to add remarketing codes to a WordPress site, but the best one for you as a digital marketer is definitely using Google Tag Manager.

Google Tag Manager allows you to easily and safely push code to your site without needing to know how to code.

In this step-by-step walkthrough, we will show you how to easily AND correctly add the Google AdWords Remarketing Tag and the Facebook Pixel to your site.

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Part 1: How to Easily Add the Google AdWords Remarketing Tag to Your Website

The most obvious reason why you’d want to add the Adwords Remarketing Tag to your website is that you’re getting ready to set up an AdWords remarketing campaign.

However, even if you’re not ready to set up an AdWords campaign, adding the tag is still a great idea.

Basically, by adding the AdWords pixel to your website now, you will be able to pixel your users (i.e. start building a remarketing audience of all your website visitors) and, if in the future you want to run a campaign based on who’s already visited your website or a particular area of your website, you will be able to do it.

So, I’m now going to go through the exact step by step process that’s needed to set up an AdWords remarketing tags on a WordPress website.

This will take about 10 to 20 minutes to do, so let’s get going.

First, let’s get through the high-level overview of adding the AdWords remarketing tag to a WordPress website:

  • The goal: Set up an AdWords remarketing tag on your site
  • The ideal outcome: Your tag is properly installed and your remarketing audience is now being built inside your AdWords account.
  • Prerequisites: You should have an AdWords account. If you don’t have one, go to the link and set it up. Also, you should have a Google Tag Manager installed on your site—so make sure you set it up as well, if you don’t have one.
  • The importance of this action: Remarketing gives you a chance to target people after they have left your website. So you can market to people based on what stage of the funnel they’re in on your website. It could be someone who just visited the homepage and left. Or it could be someone who added a very specific product to cart and abandoned it at the last minute.
  • Where this is done: This is done in your Google AdWords account.
  • When this is done: Only once.
  • Who does this: The person who is managing your website, your paid advertising, your analytics, or maybe it’s you.

Set Up the AdWords Account

Add your AdWords remarketing tag following these steps:

  1. Log into your AdWords account.
  2. Click the little wrench up top → Audience Manager.
Audience Manager
  1. In the left hand side, go to Audience Sources and click it.
  1. If you are doing this for the first time, you will see a little walkthrough and a blue link that says “Set Up Tag”. Click that.
Audience sources
  1. You will get two options: “Collect standard data” and “Collect specific attributes”. Leave this on the default.
  2. Click “Save and Continue”.
adwords tag
  1. You will get your global site tag here. Take your AdWords ID from this, copy and paste it into a note. You will use that later on.
global site tag
  1. Click “Continue”.
adwords tag installation
  1. Click “Done”. You have now successfully set up Google AdWords remarketing.
adwords remarketing audience source setup

Add the AdWords Remarketing Tag to Google Tag Manager

Now that you’re done with the AdWords part of this process, it is time to add the tag to Google Tag Manager. I recommend adding all pixels using Google Tag Manager because it makes it really easy in the future to change or update them.

What I will do is add a variable that will store that Google AdWords remarketing conversion ID (the one I copied and pasted into a note earlier on).

Using this variable will make it easy in the future to update the Conversion ID in Google Tag Manager if needed.

For example, if you change agencies, updating all your tags with the new ID can be a huge hassle. Adding the Google AdWords variable to your tag instead will allow you to replace your Conversion ID on all tags that use it, in one go.

So, here are the steps you need to take to add the remarketing tag to Google Tag Manager:

Adding the variable to Google Tag Manager

  1. Go to your Google Tag Manager account and log in.
  2. On the left hand side, click “Variables”.
built-in variables
  1. Scroll down and click “New”.
user defined audiences
  1. Add a name for your new variable. Usually, you want to pick a naming convention that is pretty predictable across your accounts. I went for “GAW_ConversionID.”
variable configuration
  1. Click the little pencil at the top right hand side – it will show you all possible variables.
choose variable
  1. Scroll down to “Constant” and click it.
constant value
  1. In the “Value” field, paste the AdWords remarketing ID you copied earlier.
variable configuration
  1. Go up to the top right hand and click “Save”. You have now created a Google AdWords variable.
Google Adwords Conversion ID

Adding the tag to Google Tag Manager

  1. In Google Tag Manager, go to the top left hand and click “Tags”.
tag manager
  1. Click on the big red button that says “New”.
new adwords remarketing tag
  1. Under “Tag configuration” on the top right, click that little pencil. This will allow you to edit the tags.
tag configuration edit
  1. Go down and click “AdWords remarketing” to set it up.
choosing tag type
  1. Under conversion ID, click the little “+” sign.
tag configuration adwords remarketing
  1. You will see the variable you have just created earlier (in my case, this was “GAW_ConversionID”). Click that.
picking the tag
  1. Pick a naming convention in the upper side of the screen. I like using a “name of the tool + purpose of / what you are doing”, so in my case, this was “GAW_Remarketing”.
renaming the tag

Adding the trigger to your tag type in Google Tag Manager

  1. Now that your variable is all set up and your tag type is ready, you’ll need to set up what will trigger the tag. So, under “Tag Configuration”, you will see “Triggering”.
  2. Click on the little pencil in the “Triggering” box.
adding trigger tag
  1. Click the “+” sign.
trigger add
  1. Add a name for your trigger – I called it “All Pages”.
setting trigger configuration
  1. Click on the little pencil in the “Triggering Configuration” box.
trigger type page view
  1. Click “Page View”. This will be your trigger type.
page view trigger
  1. Under “This trigger fires on”, you will see two options: “All Page Views” and “Some Page Views”. I left the default “All Page Views” option activated here.
all page views
  1. Click “Save”.
Trigger Type
  1. You will be taken back to the “Tag Configuration” page. Click “Save” here as well.
adwords remarketing tag

Publishing your container

  1. Go back to your Google Tag Manager main page. Up top, you should see a number of workspace changes.
  • In this case, you’ll probably have three (if you created a trigger.) This tells you your Google Tag Manager container has been altered – which, in this case, is a good thing because you actually wanted to make that change.
tag manager changes
  1. Go up top and click “Submit”.
submit tag changes
  1. Add a version name that explains what changes have just been implemented. I called mine “GAW_Remarketing_ V1” and, under “Version Description”, I wrote “Adding Google AdWords remarketing tag to the site for the first time”.
Tag Manager Configuration
  1. Click “Publish”. This pixel is now LIVE, firing on your site.
Tag Manager Publish Trigger
  • You can see what’s been updated in Google Tag manager, under version changes. Take a look and make sure it all looks correct.
Google Tag Manager Version Changes
  • Remember, if you’re adding a new type of tracking, you want to make sure you update your privacy policy, especially if you or your visitors are in the European Union. You want to make sure your current policy is up to date and that users know how and if and when they’re being tracked.

QA Your AdWords Remarketing Tag

Now that everything is set up, you want to verify and make sure everything is working. One great way to do this is through the Google Tag Assistant Chrome extension. Here’s what you need to do:

  1. If you haven’t done so yet, open the Google Tag Assistant Chrome extension and add it to Chrome.
Google Tag Assistant Chrome
  1. Go to your website.
  2. Click on the Google Tag Assistant.
Google Tag Assistant Chrome
  1. Click “Enable”.
enable google tag assistant
  1. Reload the page.
  2. Open the Google Tag Assistant again. Boom! You’ll see the AdWords remarketing tag added there.
result tag analysis
  1. Because I set the tag up on all pages, I want to check a couple of different pages on the website – and I recommend you do the same. So go ahead and follow the QA procedure above on a few more pages to see if everything is in order.
  2. Also, you want to check the ID. Look at the ID you copied on your note and look at the ID shown by the Google Tag Assistant. If they’re the same, you’re good.
  3. If your AdWords remarketing tag isn’t showing, it’s likely that you have an ad blocker installed. Go ahead, disable it and try the QA procedure again.

That’s it! That’s how you add an AdWords remarketing tag to your WordPress website, using Google Tag Manager. Doing this once will allow you to retarget users that have already been on your website—so it’s a really great pixel to add to your website regardless of whether you want to run a remarketing campaign now, or later on.

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Part 2: How to Add the Facebook Pixel to a WordPress Site in 6 Minutes

There’s a thousand things we could discuss about when it comes to Facebook. Love it or hate it though, this kick-ass social media giant is one of the top Internet places you want your business to be in.

This blog post is about how you can easily install Facebook Pixel to your WordPress website, which will enable you to set up Facebook Ad campaigns geared specifically at people who visited your website.

So, if you’re selling pink elephants with unicorn tails and someone has visited your website, adding a Facebook Pixel will help you remind them, via Facebook ads, that pink elephants with unicorn tails exist, and they’re for sale on your website.

Even if you’re not ready to set up a Facebook ad campaign, it’s still very advantageous to add a Facebook Pixel to your WordPress website – it will allow you to start pixeling your users and get that audience ready, so that when you decide to set up an ad campaign, you can advertise to all those people that have already been on your website.

Plus, you will be able to expand the reach of your campaigns by using Facebook Lookalike Audiences.

So, let’s get going.

The basics to know before you add the Facebook Pixel to your website

Adding a Facebook Pixel to your WordPress website shouldn’t take more than 5 to 10 minutes.

So, the high-level goals of this procedure include:

  • The goal: (obviously) to install Facebook Pixel to your WordPress site
  • The ideal outcome: to do the above properly, without any technical issues
  • The prerequisites: for the purpose of this example, I chose to add the Facebook Pixel using the Google Tag Manager. So, if you don’t have that set up just yet, check out our blog post on how to install Google Tag Manager.Note: You can install the Facebook Pixel through other methods as well – but I find Google Tag Manager to be the best, most advantageous solution.
  • The importance of this action: Facebook Pixel is crucial if you want to run a Facebook ad campaign (and, as mentioned in the beginning, you really want this.)
  • Where this is done: This is done in Google Tag Manager and your Facebook Ads Manager.
  • When this is done: You only have to do this once.
  • Who does this: Whoever is responsible for managing your website, your Analytics, your paid advertising – and that person might as well be you, if you don’t have a dedicated person assigned for this type of tasks.

Aside from the fact that you should have Google Tag Manager set up, you should also make sure to:

  • Have your Facebook Ads account set up;
  • Install the Facebook Pixel Helper Chrome Extension. We advise using the Chrome browser for this procedure (and the vast majority of the digital marketing-related procedures) – so if you haven’t installed that, make sure you do it before you move on.
Facebook Pixel Helper Chrome Extension

Installing the Facebook Pixel to your website

Now that you’re all set up, it’s time to move to the middle of the action.

  1. Log into your Facebook account and go to your Facebook Ad Manager account.
  2. Go to the “Ads Manager” section, then click on Pixels.
Ads Manager
  1. Once you’re in the Facebook Pixel Command Center, if you have never done this before, you will see a green button saying “Create a Pixel” – go ahead and click on that and create your first pixel. You can name it whatever you want (and yes, you can change the name later as well.)
  2. Once you did that, go back to the Command Center, and click on “Set Up”.
pixel installation
  1. On screen, you will see three options:
    • Use an Integration or Tag Manager,
    • Manually Install the Pixel Yourself,
    • and Email Instructions to a Developer.

Click on the first option.

using GTM to install facebook pixel
  1. Click “Google Tag Manager”.
GTM option for installing FB pixel
  1. Click “Quick Install”, log into your account, and click on “Allow”.
quick install fb pixel
quick install fb pixel 2
  1. Click the account associated with your Google Tag Manager.
Facebook Pixel installation
  1. If you haven’t created a Google Tag Manager container, click on “create a new container within Google Tag Manager” and then select it from the list. If you have already done this, you will simply have to select it from the list.
GTM installation
selecting GTM container
  1. Configure Advanced Matching if you need to. Most people don’t do this the first time, so you can click “Next”.
  2. Add or edit new tags if you need to. Again, most people don’t need this when they do it the first time, so you can click “Next” on this one as well.
  3. Click “Publish”.
publishing changes - fb pixel

Now you’re basically done with the Facebook Pixel installation – and almost done with this walkthrough.

QA your installation before you close everything

To make sure your Facebook Pixel is properly installed, do this:

  1. Go to your website.
  2. Click on the Facebook Pixel Helper Chrome extension.
  3. Check to see if the extension shows a pixel installed on your page. If it does, you should see this on your website:
QA test your facebook pixel installation

And that’s it! You’ve successfully installed the Facebook Pixel on your site using Google Tag Manager. Now, you will be able to start building remarketing audiences and setting up conversions for your Facebook Ads campaigns.

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