Generating organic traffic on Facebook is getting more and more difficult. But, that’s nothing new. The social media giant has made it abundantly clear that it will favour posts from friends and family over marketing messages. The purpose of this change, said Mark Zuckerberg, was to make the time spent on the platform more valuable.
If you’ve been relying on Facebook to get website visitors, then you need to rethink your strategy and focus on Facebook ads more than on organic posts. That is a given. Thankfully, the platform created an excellent advertising tool that can help you reach your marketing goals.
Enter the Facebook Pixel.
The Facebook Pixel is a tracking feature with a sole purpose: to help you determine the performance of your Facebook advertising efforts and make the necessary adjustments to attract prospects to your landing page. Of course, you could argue that you already have access to a host of tools that can help you feature your ads to people who are truly interested in your products and services. But, the truth is that none are as comprehensive as the pixel.
But there’s another argument that recommends the Facebook pixel, besides its superb capabilities for tracking conversions. It allows you to create custom audiences based on the traffic to your website. With just one analytics tool you can plan, implement, and track your Facebook ads. And, that’s something in a world where there seems to be a tool for almost everything.
Understanding how it works and its potential may be the tipping point in your race against your competitors. That’s what we’re trying to accomplish here.
Where Can I Find Facebook Pixel?
We’ll assume that you’ve already dabbed into Facebook advertising and already have a Facebook Ad account (if not, now would be the time to create one.) Don’t worry if you manage multiple pages and can’t find this analytics tool for each one. There is only one Facebook pixel for each account, but you can install it on all the pages you have access to, without affecting each other.
Go to the Ads Manager, click on the drop-down menu on the top-left side of the page and select “Pixel” from the Measure & Reports category.
How to Install the Pixel
Once you select “Pixel” from the Ads Manager tab, Facebook will show you a page where it’ll explain what the pixel is and what it does. Click on “Create’” at the bottom of the page to get started.
Name the pixel, then choose from the following three installation options:
- Integration or Tag Manager
This option lets you install the pixel with a third party website, also known as partners. Some examples include WordPress, Shopify, and Google Tag Manager.
Facebook offers a list of different partners to choose from and add. If you’re running your website through a third party or are using a tag manager, then you should go for this option. It’s rather easy and you can benefit from a few extra perks.
- Installing It Manually
If you are tech-savvy, you can install the Pixel code manually by copying and pasting it directly into your website’s header code. It’s a minimal technical requirement, and if you’ve ever seen the HTML of a page and weren’t entirely mortified by it, then you’ll be fine.
- Emailing the Instructions to a Developer
If you don’t have the time or the skills to do it yourself, then you can have a developer install it for you. Or find someone who is a bit more comfortable with seeing the skeleton of a webpage and ask them to add the code to your website.
How to Set It Up
Installing the pixel and setting it up are two different things. You have to click on “Install event” to let the pixel know what to track.
Facebook provides a list of different actions like “Add to cart,” “Search,” or “Start trial” to choose from, depending on the purpose of your campaign. Once you pick the custom events you want to track, you’ll have to choose between two options:
- Track Event on Page Load: Choose this option if the action you want to track involves a user landing on a specific page, like a redirect after a purchase;
- Track Event on Inline Action: Choose this option if you want to track clicks on the page.
And, that’s pretty much it. Now that you have the pixel installed let’s see what you can do with it.
Creating Custom Audiences
One of the great features of the Facebook pixel is that it allows you to categorise the people that visited your website into specific groups of people and use them to target your ads more effectively.
There are several options available for creating custom audiences: through Customer Files (you’ll have to upload the customer data yourself), Website traffic, App Activity or Engagement on Facebook. They are all sound options when creating a custom audience, but let’s focus on Website traffic since that’s what you’re probably interested in at the moment.
There are three plans you can choose from when creating a custom audience:
- Standard website custom audiences: It includes the default option, the URL-based and time spent on website conditions;
- Event-based website custom audiences: It uses the information you’ve tracked through the pixel to create a new target group;
- Advanced website custom audience: It combines both the event-based and standard conditions.
Then, there are other targeting factors to consider:
- Targeting all website visitors – the best option for small businesses that don’t have a lot of traffic;
- Targeting people who’ve visited a specific page – a popular option for e-commerce websites
- Targeting people who’ve abandoned the cart – this option is a lifesaver for e-commerce retailers that deal with high cart abandonment rates.
- Targeting old clients – if people have bought or sought your services in the past, it doesn’t mean you should ignore them as a potential target audience and exclude them from your efforts;
You have a bit of freedom to play with your preferred custom audience, so don’t hesitate to try them out and see how effective (or not) they are.
Tracking Users and Conversions
Don’t make the mistake of believing that if you’re not an online retailer, then you don’t need to bother with this advertising tool. Any business can benefit from the functionality that the Facebook pixel can provide.
For starters, it has excellent conversion tracking capabilities that allow you to see how many users take action, such as purchasing, signing up, downloading, and so on. This feature alone can improve your ads’ performance as it makes it simple to adjust your strategy on the go if you’re not happy with the results.
Targeting is one thing, but the option of retargeting is where the potential of the Facebook pixel shines.
Here’s how it works: a user lands on your website for the first time. He browses around, clicks on a few pages, then leaves without taking any action. That’s a prospect you’ve lost, right? Well, not necessarily!
The Facebook pixels gather information on every prospect that ended up on your page, even those that left without completing an action. You can use this information to target them with an ad that serves as a reminder for them to return to your website. So, if a prospect was undecided about your products, now you have the chance to offer a closing argument and persuade them to buy.
Prospects will remain on the “retargeting” group until they’ve completed the action. So you can remind them several times about their abandoned cart, for example. Once they make the desired purchase, they are taken out of that audience group and added to a different one where they can see other ads relevant to them.
Facebook pixel is an essential tool for any marketer. Here’s a short recap why:
- It allows for better-targeted ads;
- It increases conversions through retargeting;
- It gives you essential data on all your ads.
So the next time you want to implement a Facebook ads campaign, definitely consider installing the pixel on your website to get a competitive edge.
Or, give Australian Internet Advertising a call today, and we can make a great Facebook advertising strategy for your business.