Have you ever online shopped on one site, sifting through listings of shirts and jeans, moved onto Facebook, and found an ad that sent you back to the product on that first site? It’s almost as if the internet was reading your mind, providing you with a simple “click” that will transport you back to that product you want to buy, but know you shouldn’t.
Welcome to pixel advertising technology. Quite simple, a pixel is an analytics tool that consists of a code you can put on your website, so you can track site visitors, retargeting them in the future.
Specifically, pixels can be used for Facebook marketing, which is a powerful way to ensure your products/services are constantly presented to people who are interested in what you have to offer.
In this blog, we will cover five benefits from integrating Facebook pixel into your marketing plan, as well as how you can install the pixel onto your website today.
5 reasons you should be leveraging the power of the Facebook Pixel:
- Retarget Website Visitors: When someone goes to your website and clicks around, they are leaving a digital footprint that can be tracked by your analytics. Facebook Pixels will enable you to track the movements of any visitors on your website who are also logged into Facebook. It will record which pages they viewed, which ones they didn’t, and when they visit the site. With this information, you can retarget these customers, reminding them of your products or services.
- Custom Conversions: The general Facebook pixel creates an audience of website visitors for the entire website. With Standard Event Codes and Custom Conversions, you can narrow down your marketing efforts to engage with people who showed interest in particular products. This is how Facebook knows to show you the same pair of shoes you were looking at on a companies website.
- Custom Audiences: In addition to targeting all of your website visitors, you can now create custom audiences to target people who visit certain parts of your site, spend certain amounts of time on your site, etc. You can also import contact information from things like your email list. If you can give Facebook a group of 100 or more people in one given country, it can analyze their data and create groups of people that share similar interests called Lookalike Audiences.
- Lookalike Audiences: These are audiences that Facebook generates. People who exhibit similar behavior to your custom audiences. This can be based on elements of age, interest, location, etc. You can replicate an audience that already responds well to your product right through the pixel. Lookalike audiences work especially well for businesses that are not limited to a small geographical radius like a brick and mortar store.
- Cost Savings: Since you can now curate custom and lookalike audiences, as well as custom conversions based on your analytics, you can save money by targeting the right people, right now. You no longer need a shot in the dark, hoping that you are going to find new consumers that are going to click the ‘buy now’ button.
Installing Facebook Pixel on your website
Facebook provides you with three options to create and install the pixel on your website. The first, and easiest, in my opinion, is finding your website provider on their list of company partners. If Facebook has partnered with your website provider, you will receive a simple string of letters and numbers that you plug into the dashboard of your website provider.
The second option is to copy and paste a code into the <head> tag of your website.
The third option is to enter the email address for your website designer. Facebook will email them the information needed to get your Facebook Pixel up and running.
Here is a quick video walking you through the three options available for setting up your Facebook Pixel.
What are the different types of Facebook Pixel?
Base Pixel: A generic code that is placed across your entire website. This will create a general audience of website visitors you can retarget in future ad campaigns.
Standard Event Pixel: The Standard Event Pixel is a code that is tied with any desired action on your website. For example, if your ad directs people to an appointment sign-up page you would place an event pixel titled “Schedule” on the page. On the following confirmation page, you would put the “Lead” event pixel code. With these two pixels installed you can now see inside of Facebook ad manager how many people clicked to visit the Appointment Scheduling page and then how many people made it to the confirmation page.
Custom Conversion: A custom conversion is essentially the same as a Standard Event. The main difference being you can customize the name of the event to better suit your marketing campaign.
Facebook Pixel takes the guesswork out of advertising your business. Seeing data on the engagement with your ads and website can reveal where any bottlenecks are in your marketing campaign, allowing you to adjust only the parts that need attention.
About The Author:
A pioneer in the digital marketing space, Colby Flood is the Owner at Brighter Click. He started his career as a Marketing Director in the Nonprofit sector, before moving on to start his own business. Driven by a mission to increase giving, Colby is best known for inspiring businesses to connect with Nonprofits that align with their core values.