Google Remarketing in AdWords Seven-Minute Setup Guide - Manual (Page 2)

Describe List
Enter a descriptive Remarketing list name
(for example, “homepage visitors”), optional
Description , and Membership duration (we
recommend starting with the default of
30 days).
Create Remarketing Tag
In the Tags section, select Create new
remarketing tag if you want to add a new tag
to your site. You can also use an existing tag.
For example, if you have conversion tracking
installed, you could use your conversion tag
to create a custom combination for people
who visited your site, excluding those who
have already made a purchase. When you’re
done, click Save .
Copy and Paste Tag
Next, click [tag] under “Tags/Rules.” From
the Page security level drop-down menu,
select HTTP or HTTPS, depending on the
security level of your page. Copy the code
and paste it into applicable pages on your
site, between the tags, closer to
the tag. For example, place this
tag into the code for your homepage if
you want to show remarketing ads to
anyone who visited your homepage. For
more information on how to paste the
code, check the AdWords Conversion
Tracking Setup Guide, which includes a
section on how to add a tag to a website.
And just like that, you’ve created your first remarketing list! The only thing left to do
is to target ads to this list by adding your list to a campaign. You might want to create
a new campaign just for remarketing so you can easily manage your remarketing
budget separately.