Supercharge Your StoreHippo Remarketing with Google Ads and Google Tag Manager

Enhance your marketing strategy by implementing robust remarketing campaigns with Google Ads. By leveraging Google Tag Manager (GTM) and StoreHippo's data layer, you can capture valuable user behavior and create highly targeted audiences. This guide will walk you through setting up remarketing tags for five crucial events: "View Items in List," "View Item," "Add to Cart," "Purchase," and "Search Result."

Prerequisites:

• A Google Ads account.

• A Google Tag Manager account connected to your StoreHippo website.

• The Google Conversion Linker tag already set up in your GTM container (as detailed in the previous conversion setup guide).

Step 1: Creating Data Layer Variables (If Not Already Created)

If you haven't already set up data layer variables for conversion tracking (as detailed in the previous guide), you'll need to create them now. StoreHippo's data layer provides access to essential product information.

1. In your Google Tag Manager workspace, navigate to "Variables" and click "New."

2. Name the first variable "eventModel.items."

3. Choose "Data Layer Variable" as the variable type.

4. In the "Data Layer Variable Name" field, enter eventModel.items.

5. Save the variable.

6. Repeat steps 1-5 to create a second variable named "eventModel.value," with the "Data Layer Variable Name" set to eventModel.value.

Step 2: Setting Up Google Ads Remarketing Tags

For each of the five events, you'll create a Google Ads Remarketing tag in GTM.

General Tag Setup:

1. In your Google Tag Manager workspace, navigate to "Tags" and click "New."

2. Name your tag appropriately (e.g., "Google Ads - View Items List Remarketing").

3. Choose "Google Ads Remarketing" as the tag type.

4. Enter your Google Ads Conversion ID.

5. In the "Items" field, add the previously created data layer variable {{eventModel.items}}.

6. In the “Value” field, add the previously created data layer variable {{eventModel.value}}.

7. Create a corresponding trigger (see Step 3).

8. Save the tag.

Specific Event Tags:

• View Items in List:

• Tag Name: "Google Ads - View Items List Remarketing"

• Trigger: "View Items List Trigger"

• View Item:

• Tag Name: "Google Ads - View Item Remarketing"

• Trigger: "View Item Trigger"

• Add to Cart:

• Tag Name: "Google Ads - Add to Cart Remarketing"

• Trigger: "Add to Cart Trigger"

• Purchase:

• Tag Name: "Google Ads - Purchase Remarketing"

• Trigger: "Purchase Trigger"

• Search Result:

• Tag Name: "Google Ads - Search Result Remarketing"

• Trigger: "Search Result Trigger"

Step 3: Creating Triggers

Create custom event triggers for each of the remarketing events.

1. In your Google Tag Manager workspace, navigate to "Triggers" and click "New."

2. Name the trigger appropriately (e.g., "View Items List Trigger").

3. Choose "Custom Event" as the trigger type.

4. Enter the corresponding event name:

• view_item_list (View Items in List)

• view_item (View Item)

• add_to_cart (Add to Cart)

• purchase (Purchase)

• view_search_results (Search Result)

5. Save the trigger.

6. Attach the trigger to the corresponding remarketing tag.

Step 4: Preview and Publish

1. Click "Preview" in the top right corner of your Google Tag Manager workspace.

2. Navigate your StoreHippo website and perform the actions you are tracking (view item lists, view items, add items to the cart, complete a purchase, and perform searches).

3. Verify that the tags are firing correctly in the GTM preview window.

4. Once you are satisfied, click "Submit" in your Google Tag Manager workspace to publish the changes.

Step 5: Verifying Events in Google Ads

1. Log in to your Google Ads account.

2. Click "Tools & Settings" (wrench icon) and select "Audience Manager" under "Shared Library."

3. Click the "Your data sources" tab.

4. Click "Google Ads tag" and then "Details."

5. Scroll down to "Parameters" and click "Events."

6. Here, you can verify if the events are being recorded correctly.

Utilizing Remarketing Data

Google Ads will automatically utilize this information to enhance remarketing within campaigns such as Performance Max. You can also create custom audience segments based on these events for use in Display, Demand Gen, and other campaigns. This allows you to tailor your ads to users who have demonstrated specific behaviors on your StoreHippo website, maximizing engagement and driving conversions.