When an existing or new client comes to me for help with Facebook advertising, the first thing I ask is, “Do you have the Facebook pixel installed on your site?” If the answer is a confused expression, I can gauge the amount of work involved in the project. Regardless of the budget you’ve set aside for social media marketing, be it a few hundred or several thousand dollars a month, you need the Facebook pixel to build effective campaigns. You’ll find, too, the pixel can help you in other aspects of marketing.
The Facebook What?
If you have experience with Google and/or Bing PPC, you know code exists on your site that tracks activity to your shopping cart or specific landing pages from search and/or display ads. The Facebook pixel is such a code. Installed on your website, it’s a valuable tool that not only produces information on site activity but allows you to take your online advertising to new levels. Here are a few ways the pixel can optimize your ad campaigns.
Use it to learn about your site visitors. Well before you launch your first Facebook ad, you can put the pixel to work. Your site’s pixel will fire when activity happens on your site. You can set up the code to track specific events, like these:
- When somebody completes a registration
- When somebody views a specific page or product
- When somebody makes a purchase
- When somebody searches for an item/specific content
Say, for example, you operate an online shoe store and a particular pair of boots is getting attention, but sales are low. Knowing this may help you decide to put that item on sale and encourage people to complete their transactions. Tracking code placed at various points on the sales funnel also gives you a clearer picture of the stages where people fall away. This takes us to the next way the pixel benefits you.
Use it to send reminders to potential customers. Say you’re on Amazon looking at Gillian Flynn’s latest book. You’re thinking about buying it. Instead, you hop over to your Facebook feed to see what your friends think of the story. Behold, there’s an ad for the same book. Amazon has used the pixel to track your interest in Flynn’s book and it created a dynamic ad to remind you it’s for sale.
You can do the same thing with your site. With the Facebook pixel, you can target specific ads to reach people who have viewed and/or taken certain actions on your site. An HVAC company, for example, can direct ads for generator installation to people who have browsed pages with that information.
Use it to reward customer loyalty. Customers have visited your site and completed the desired conversion. Terrific! This is the only the beginning, though. With the data collected from the Facebook pixel you now have the means to foster loyalty in these customers. You can deliver special ads to people who have purchased a high-ticket item and give them a deep discount on a related item or even a free gift.
Use it to create new audiences. Facebook advertising differs from Google Adwords in that it is people-based, meaning you don’t rely on keywords to find your audience. Facebook offers unlimited combinations of demographics and interests from which you can build audiences for specific campaigns. Using the pixel, you can make further customizations that can introduce your brand to new people. Data collected via the pixel can determine who belongs to a “lookalike” audience as compared to your existing customers.
It all sounds awesome, yes? Now you might ask, “How do I put all of this into play?” Well, that’s where I come in. 😉
As Ciniva’s social media strategist, I create ads that connect businesses in various industries to the right people. I know how to make the Facebook pixel work for you, so you enjoy increased brand awareness and conversion goals. If you’d like to learn more about how I can help your company, fill out the form and I’ll be in touch ASAP.