This document provides instructions for implementing remarketing tags for flight booking websites. It describes custom parameters like flight destination, origin, dates and value that should be passed to the tags to dynamically retarget users based on the flights they viewed. The tags are to be installed on key pages like search results, product pages, cart and purchase pages along with the relevant custom parameter values. Verification of the setup is recommended using the tag assistant tool to check that the remarketing lists start populating with users in AdWords.

1. Dynamic Remarketing X
INTERNAL: Google Confidential and Proprietary
Flight Vertical

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 = {
flight_destid: 'REPLACE_WITH_VALUE',
light_originid: 'REPLACE_WITH_VALUE',
flight_startdate: 'REPLACE_WITH_VALUE',
flight_enddate: 'REPLACE_WITH_VALUE',
flight_pagetype: 'REPLACE_WITH_VALUE',
flight_totalvalue: 'REPLACE_WITH_VALUE'
};
</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
flight_destid* PAR ID allows the dynamic ad to show people the exact flight they viewed.
flight_originid LON ID allows the dynamic ad to show people the exact flight they viewed.
flight_pagetype** home,
searchresults,
offerdetail, cart,
purchase
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.
flight_startdate 2014-08-01 Start date of the flight. Must have YYYY-MM-DD format.
flight_enddate 2014-08-08 End date of the flight. Must have YYYY-MM-DD format.
flight_totalvalue** 100.00 Total value is the value of the flight.
*Required; **Recommended

4. CUSTOM PARAMETERS - FLIGHT
<!-- 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 = {
flight_destid: 'REPLACE_WITH_VALUE',
light_originid: 'REPLACE_WITH_VALUE',
flight_startdate: 'REPLACE_WITH_VALUE',
flight_enddate: 'REPLACE_WITH_VALUE',
flight_pagetype: 'REPLACE_WITH_VALUE',
flight_totalvalue: 'REPLACE_WITH_VALUE'
};
</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 = {
flight_destid: 'LGA',
flight_originid: 'LHR',
flight_startdate: '2014-04-20',
flight_enddate: '2014-04-21',
flight_pagetype: 'cart',
flight_totalvalue: 679.34
};
</script>
}

5. FLIGHT CUSTOM PARAMETERS: home page
<script type="text/javascript">
var google_tag_params = {
flight_destid: " ",
flight_pagetype: "home",
flight_totalvalue: " "
};
</script>

6. FLIGHT CUSTOM PARAMETERS: search result page
<script type="text/javascript">
var google_tag_params = {
OPTIONAL
flight_destid: 'LGA',
flight_originid: 'LHR',
flight_startdate: '2014-04-20',
flight_enddate: '2014-04-21',
flight_pagetype: 'searchresults',
flight_totalvalue: 679.34
};
</script>
}

7. FLIGHT CUSTOM PARAMETERS: Offer Detail Page
<script type="text/javascript">
var google_tag_params = {
OPTIONAL
flight_destid: 'LGA',
flight_originid: 'LHR',
flight_startdate: '2014-04-20',
flight_enddate: '2014-04-21',
flight_pagetype: ‘offerdetail’,
flight_totalvalue: 679.34
};
</script>
}

8. FLIGHT CUSTOM PARAMETERS: Page Before Confirmation
<script type="text/javascript">
var google_tag_params = {
OPTIONAL
flight_destid: 'LGA',
flight_originid: 'LHR',
flight_startdate: '2014-04-20',
flight_enddate: '2014-04-21',
flight_pagetype: ‘cart’,
flight_totalvalue: 679.34
};
</script>
}

9. FLIGHT CUSTOM PARAMETERS: Purchase Page or Confirmation Page
<script type="text/javascript">
var google_tag_params = {
OPTIONAL
flight_destid: 'LGA',
flight_originid: 'LHR',
flight_startdate: '2014-04-20',
flight_enddate: '2014-04-21',
flight_pagetype: ‘purchase’,
flight_totalvalue: 679.34
};
</script>
}

10. FLIGHT CUSTOM PARAMETERS: Other pages
<script type="text/javascript">
var google_tag_params = {
flight_destid: " ",
flight_pagetype: "others",
flight_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 (flight
audience) will begin to size up within adwords.