What Are Remarketing Ads?
Remarketing ads (also called retargeting ads) are paid advertisements shown to people who have already visited your website or engaged with your content but have not yet taken a desired action such as purchasing, booking a call, or signing up. By installing a tracking pixel on your website, you create a custom audience of past visitors and then serve them targeted ads on Facebook, Instagram, and other platforms to bring them back and convert.
Remarketing is a key amplification tactic in Stage 4 – Promote of the Content Factory. It ensures that the traffic driven by your cross-posted content, Dollar a Day boosted videos, and press releases does not go to waste—visitors who leave without converting are re-engaged with relevant ads that keep your brand top of mind.
Where Remarketing Fits in the Content Factory
Remarketing lives in Stage 4 – Promote, working alongside Dollar a Day boosting and press release distribution. The workflow is: produce pillar content (Stage 1), process it into multiple formats (Stage 2), post it across platforms driving traffic to your site (Stage 3), and then remarket to that traffic with targeted follow-up ads (Stage 4). This creates a full-funnel approach where remarketing captures the value from all upstream content efforts.
Prerequisites
Before setting up remarketing, you need: a Facebook Business Manager account with admin access, a Facebook Ads account with a valid payment method, admin access to your website to install tracking code, and published content that is driving traffic to your website. You should also have the Dollar a Day boosting strategy in place so remarketing works as a complement to your existing campaigns.
Step-by-Step Process
Step 1 – Install the Facebook Pixel
Go to Facebook Events Manager in your Business Manager account. Navigate to Data Sources and select “Pixels.” Create a new pixel if one does not already exist. Copy the pixel base code—a JavaScript snippet—and paste it into the header section of every page on your website. If your site runs on WordPress, you can use a plugin like PixelYourSite or insert the code manually into your theme’s header.php file.
Step 2 – Verify Pixel Installation
Use the Facebook Pixel Helper browser extension (available for Chrome) to verify that the pixel is firing correctly on your website pages. Visit several pages and confirm the helper shows a green checkmark for each page load. Check that both the PageView event and any custom events are being recorded.
Step 3 – Create a Custom Audience
In Facebook Ads Manager, go to Audiences and click “Create Audience” then “Custom Audience.” Select “Website Traffic” as the source. Define your audience parameters: all website visitors in the last 30 days is a good starting point. You can also create more specific audiences such as people who visited a specific page, spent a certain amount of time on your site, or visited but did not complete a purchase.
Step 4 – Create a Remarketing Campaign
Create a new campaign in Ads Manager with the objective that matches your goal—Traffic, Conversions, or Engagement. At the ad set level, select your custom audience of website visitors as the target audience. Set your budget—starting at one dollar per day following the Dollar a Day methodology—and choose your placements (Facebook News Feed, Instagram Feed, etc.).
Step 5 – Design the Remarketing Ad
Create ad creative that speaks directly to people who have already visited your site. Use messaging that acknowledges their previous interest: remind them of what they viewed, offer an incentive to return, or present a testimonial that builds trust. Use video content from your Content Factory library—a one-minute video or a WHY video often performs well as a remarketing ad.
Step 6 – Launch and Monitor
Launch the remarketing campaign and let it run for at least seven days before evaluating. Monitor key metrics: cost per result, click-through rate, frequency (how many times each person sees the ad), and conversion rate. Adjust creative or targeting if frequency gets too high (above 3-4 times) as ad fatigue will reduce effectiveness.
Verification Checklist
Confirm the following: the Facebook pixel is installed and firing correctly on all website pages, the Pixel Helper shows green checkmarks, a custom audience of website visitors has been created, a remarketing campaign is active with appropriate budget and targeting, ad creative is relevant to returning visitors, and performance metrics are being tracked and reviewed weekly.
Related Resources
Remarketing works best alongside other Stage 4 tactics. Learn about Dollar a Day boosting to drive initial traffic. For content that feeds your remarketing ads, see How to Edit a One-Minute Video and How to Create a WHY Video. To measure the effectiveness of your overall strategy, visit How to Score for Content Authority.
Take the Next Step
Remarketing ensures no website visitor is wasted. Combined with Dollar a Day boosting and Content Factory content, it creates a full-funnel marketing engine. Explore the Task Library for more workflows or join the Content Factory Execution Program (CEP).
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.