This document provides guidance on setting up custom parameters for remarketing tags for hotels and rentals websites. It describes the required and recommended custom parameters to include in the remarketing tag such as rental ID, page type, start and end dates, and total value. It then provides examples of how to set these custom parameters on different page types like the home page, search results page, offer detail page, purchase page, and other pages. Finally, it recommends verifying the setup using the tag assistant and checking that remarketing lists start populating in AdWords after 48 hours.

1. Dynamic Remarketing X
Hotels & Rentals Vertical
INTERNAL: Google Confidential and Proprietary

2. TAG IMPLEMENTATION
<!-- Google Code for Remarketing Tag -->
<!--------------------------------------------------
Remarketing tags may not be associated with personally identifiable information or placed on pages
related to sensitive categories. See more information and instructions on how to setup the tag on:
http://google.com/ads/remarketingsetup
--------------------------------------------------->
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: 'conversion',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 9xxxxxxx4;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt=""
src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/999946614/?value=0&amp;guid=
ON&amp;script=0"/>
</div>
</noscript>
} Custom parameters specific to the
use case selected.

3. SUMMARY: Custom Parameters
Custom parameter Sample values Definition
hrental_id* 52639 ID allows the dynamic ad to show people the exact hotel or rental they viewed.
hrental_pagetype** home,
searchresults,
offerdetail,
conversionintent,
conversion, other
Page type indicates which pages people visited. Must be all of the following to use
automatically created lists:
● One of the values listed in the middle column.
● In English, even if your site is in a different language.
● Present on each page.
hrental_startdate 2014-08-01 Start date of the rental. Must have YYYY-MM-DD format.
hrental_enddate 2014-08-08 End date of the rental. Must have YYYY-MM-DD format.
hrental_totalvalue** 100.00 Total value is the value of the hotel or rental.
*Required; **Recommended

4. CUSTOM PARAMETERS - Hotels & Rentals
<!-- Google Code for Remarketing Tag -->
<!--------------------------------------------------
Remarketing tags may not be associated with personally identifiable information or placed on pages
related to sensitive categories. See more information and instructions on how to setup the tag on:
http://google.com/ads/remarketingsetup
--------------------------------------------------->
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: 'conversion',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = 9xxxxxxx4;
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt=""
src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/999946614/?value=0&amp;guid=
ON&amp;script=0"/>
</div>
</noscript>
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: 'conversion',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
}

5. HOTELS & RENTALS CUSTOM PARAMETERS: home page
<script type="text/javascript">
var google_tag_params = {
hrental_id: '',
hrental_pagetpe: 'home',
hrental_totalvalue: ''
};
</script>

6. HOTELS & RENTALS CUSTOM PARAMETERS: search result page
<script type="text/javascript">
var google_tag_params = {
hrental_id: [h213146,h22121],
hrental_pagetpe: 'searchresults',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
OPTIONAL
}

7. HOTELS & RENTALS CUSTOM PARAMETERS: Offer Detail Page
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: 'offerdetail',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
OPTIONAL
}

8. HOTELS & RENTALS CUSTOM PARAMETERS: Page Before Confirmation
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: 'conversionintent',
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
OPTIONAL
}

9. HOTELS & RENTALS CUSTOM PARAMETERS: Purchase Page or Confirmation
Page
<script type="text/javascript">
var google_tag_params = {
hrental_id: 'h213146',
hrental_pagetpe: ‘conversion’,
hrental_startdate’2014-08-01’,
hrental_enddate:’2014-08-01’,
hrental_totalvalue: 650
};
</script>
OPTIONAL
}

10. HOTELS & RENTALS CUSTOM PARAMETERS: Other pages
<script type="text/javascript">
var google_tag_params = {
hrental_id: '',
hrental_pagetpe: 'other',
hrental_totalvalue: ''
};
</script>

11. VERIFICATION
Verify using the tag assistant. Post 48 hours after
implementation (depending on website traffic) you
will notice that your remarketing list (hotels and
rentals audiences) will begin to size up within
adwords.