The Facebook advertising Pixel, explained
When it comes to social media marketing, Facebook will sit at the core of your strategy. After all, we all know how well SMEs can benefit from Facebook advertising. But how can your business take the next step, and boost the return on investment on your Facebook advertising budget?
This is where the Facebook Pixel comes in. The Pixel is a snippet of code that will help you understand your audience and retarget them on the Facebook platform.
What is the Facebook pixel?
In technical terms, the Facebook Pixel is just a piece of code. But don’t worry, there’s no coding involved. Facebook creates the Pixel code automatically for you – all you need to do is copy and paste it into the header section of your website.
Setup is simple. First, navigate to your Ads Manager section and click the ‘Create a Pixel’ tab. From there, Facebook will walk you through the process with the help of a step-by-step guide. If you're not confident in doing this yourself, Facebook even makes it easy to send this code snippet to your web developer.
What does the Facebook pixel do?
The Pixel connects your website with Facebook, allowing you track, target and remarket your ad campaigns to Facebook users who have visited your website. That means you can refine and optimise your Facebook ads, boost customer conversions and increase the return on your marketing spend.
The three key applications of the Pixel are:
Creating Custom Audiences
This targets your website visitors. If users are logged into Facebook when they visit your page, Facebook tracks the pages they visit as well as the time they visited.
Using this information, you can create specific audiences for your Facebook advertising campaigns. These targeted groups can include those who have visited your site in the last 24 hours, those who viewed a specific page, and those who have viewed your website in the past but haven’t returned in the last 30 days.
Creating Custom Conversions
This is similar to the Custom Audience feature. However, Custom Conversions tracks your ‘completion’ pages. These are the ‘thank you’ pages that visitors might see if they’ve signed up to your email list or made a purchase. By keeping track of these completed actions, you can monitor how well your Facebook campaigns are working.
Setting up standard events
Event tracking is an advanced feature for targeting the behaviour of website visitors and optimising campaigns for increased conversions. This function needs a little extra code so you may need the help of a web developer or an experienced social media marketer.
There are nine key events your can track using the Facebook Pixel:
- Page views – When visitors click-through to a page on your site.
- Search – When somebody uses the search function on your page.
- Add to cart – When users add one of your products to their shopping cart.
- Add to wishlist – If one of your products is added to a user’s wishlist.
- Begin checkout – When a user begins the checkout process.
- Payment information – When a user completes the payment information form during checkout.
- Purchase – When a purchase is completed on your website.
- Lead – When a visitor signs up for a trial or completes a desired action.
- Page registration – When a visitor completes a registration form, such as an email sign-up.
Why is the Facebook Pixel important?
The latest research suggests that Facebook holds a 95% share of Australian social media users. That means many of your customers are on Facebook and check it multiple times a day. Adding this user behaviour with the amount of data available to advertisers means reaching your customers has never been easier.
Retargeting your site visitors is a highly effective advertising tactic and becoming an essential part of social media marketing. By retargeting your visitors on Facebook – a platform they are likely to check it at least once per day – you're ensuring that your brand is being kept at the top of their minds.
Not only is it a fantastic way to engage new customers and keep return customers engaged, it’s also great for growing both your brand awareness and building your audience. It means that your ads are always targeted and relevant to your audience. And your business will experience great results from Facebook advertising as a result.
Finding help with Facebook marketing
While the steps to getting your Facebook Pixel up and running are relatively easy, it can take a little time to learn the more technical side of Facebook advertising. If this is time you just don’t have, a best-practice social media marketing agency might be the answer you’re looking for.
Chat with one of our specialists today about your Facebook advertising strategy.
Digital360 on 15 May 2017
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