5 Steps to Mobile App Remarketing through Google Adwords


What is Remarketing?

Remarketing lets you show ads to people who have used your mobile app before. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.

Remarketing can help you reach people who have previously visited your website. You can even show these previous visitors ads that are tailored to them based on which sections of your site they visited. Your ads could appear to them as they browse other sites that are part of the Google Display Network or as they search for terms related to your products on Google.

Why use Google for remarketing?

Google Network (Google’s owned and partner websites who take part in AdWord campaigns) has more than 2 million active users per month and it is highly probable to your app/game users are already there on them. So, it is a logical step to target them with your ads and remind them about your app that they once loved and bring them back to it.

How to use Google for remarketing for your mobile app?

Remarketing or Retargeting has proven to be one of the most useful tools to bring a bounced user back to the website. Websites use cookies to follow the visitor across the web however it does not work in Apps. I have collated 5 simple and actionable steps to start your first mobile app remarketing campaign with Google Adwords:

Step 1: Generate Google Remarketing code for your Mobile App

  1. Go to adwords.google.com
  2. Click on Shared Library in the left menu

step 1

  1. Set up remarketing
  2. Add email ID to receive the remarketing code

step 1-2

Step 2: Add the remarketing code to your mobile App using Tag Manager

  1. Integrate Google Tag Manager for Mobile in your Apps for easier integration of multiple codes including Google Remarketing tags.
  2. Add the remarketing code to each of your mobile app screen or all the main screens.
  3. Create a custom remarketing lists based on various in-app actions.

Step 3: Adding remarketing code using Google Analytics

If using Google Analytics in Apps, you need to modify the tracking code to collect the advertising ID. The steps are elaborately explained for both iOS and Android.

Step 4: Create a marketing list

  1. Open Adwords account
  2. Go to Shared Library
  3. Select Audiences
  4. Create Remarketing list
  5. Name the list (as you wish)
  6. Define Remarketing conditions
  7. Save your hard work


Note: If you have your Google Analytics account tied up with AdWords, you can have an already created remarketing list.

Step 5: Create the Ad

  1. Open Adwords Account
  2. Click on Campaign
  3. Give a proper Campaign Name
  4. Select Remarketing
  5. Select Budget
  6. Finalize Targeting Parameters
  7. Save your campaign


After all the hard work, you stop working and Google starts. You remarketing campaign goes live in a matter of few hours and your users get reminded of you, wherever they go.

Google isn’t the only medium of remarketing on the internet, Facebook and Ad-networks are also quite effective. The micro targeting feature of Facebook provides the edge and ease of choosing the targets sliced down to individuals.

Remarketing is an immensely and effective strategy to consider. It is important to gain new users for your app, but it is equally if not more important to retain who are already there.


Jayneel Patel

Jayneel Patel

I am storyteller, marketer, developer, designer, thinker, enabler, rescuer, founder, CEO, whatever you call at OpenXcell and Orderhive. I do whatever best suits to my company. I love facing challenges, driving cars on muddy roads and giving surprises.