Why wouldn’t you want to advertise to the people already interested in your business? If you haven’t installed a Facebook Pixel on your website, you’re not able to reach these people with Facebook Ads (the most cost-effective method of online advertising). There’s so much more to Facebook Ads than boosting a post every once in a while.
When you consider that Facebook is the second most visited website in the world (after Google) and by far the largest and most popular social network, it’s common sense that any business has current, as well as potential, customers using it regularly.
Let’s explore this in more detail…
What is a Facebook Pixel?
A pixel is a 1×1 image that sits on Facebook’s servers – each one has a unique ID that links it with a Facebook Ads account. Adding a small snippet of HTML code to the header of each page of your website allows your pixel to communicate with Facebook and track all visitors to your site by placing a cookie in their browser. If you’ve ever used Google Adwords, the principle is exactly the same. The idea is to track and record everyone who visits your website, so you can later advertise to them. You’ve seen this in action – you view a product on Amazon, but don’t purchase. You then visit another website, and see an ad for that product; then you hop over to Facebook and see that same product in your newsfeed. This is known as retargeting (or remarketing).
It’s one of the most powerful advertising strategies out there. And it’s available for you to use right now.
What can I do with the Pixel?
You can advertise to:
Anyone who visited your website in a certain period of time (up to 180 days)
Anyone who visited specific PAGES on your website
Anyone who took a specific action on your website, such as completing a registration or download
Anyone who visited certain pages but not others
People who spent a higher percentage of time on your website
People who make an offline transaction in your actual business location (shop, restaurant etc)
How does this work in practice?
Let’s say you’re a business coach and you want to grow your email subscriber list. You’ve created a compelling lead magnet (a free time management checklist), and you’d like to use Facebook ads to get this offer in front of more people. You create a landing page on your website, with an eye-catching image, persuasive copy and an email signup form. You set up a Facebook ad, targeting people with appropriate interests, suggesting they download your freebie. Because you’ve installed a Facebook pixel, you can then create a custom audience of people who have visited this landing page.
If you’re extra-smart, you’ll also create a “thank you” page, where people who download your free checklist are redirected after submitting their email address. You then have 2 options: (a) create a “custom conversion” in Facebook ads manager or (b) add the “conversion event” pixel code to the thank-you page so that you’re tracking conversions, i.e. the number of people who completed the download. In your Facebook ads reporting dashboard, you’ll be able to check the number of conversions attributable to your ads, and importantly, the actual cost per conversion.
Alternatively, if you have an online shop where you sell products, you could create a similar flow whereby you advertise a specific product, then track the cost per sale attributable to your Facebook ads.
What about retargeting?
This is the powerful part – once you’ve installed your pixel, and run your initial ad campaigns, you’ll be able to create new custom audiences of people who visited your sales / download page but didn’t convert. Then you can retarget them with “reminder” ads – just like you’ve seen from the big boys like Amazon…
If you’re willing to put in a bit of effort to understand and work this strategy, you’ll be way ahead of the majority of businesses who are not yet making use of retargeting via Facebook ads. How would it feel if you could get this working for your business?
I love helping businesses get results from Facebook Ads. Please contact me if you need further advice on setting up your Facebook pixel, audiences and ad campaigns – or take a look at my training package (in-person or online via Zoom). I also offer an online training program for you to follow in your own time.