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Increase Your Sales With The Facebook Pixel

Are you advertising on Facebook but would like more bang for your buck? Or are you just starting out on your first ad campaign? Before you spend another penny take a look at the Facebook Pixel. Not only is it free and really easy to setup but it can help you reach people who are more likely to purchase your products and services, lower your advertising budget and create a hyper targeted audience.

So, what is the Facebook Pixel and how can it help your business and social media marketing? Let’s get into it…

What is the Facebook Pixel?

The Facebook Pixel is a small piece of code you place on your website. By using cookies it will enable you to track conversions, optimise ads, build new targeted audiences and retarget the people who have already visited your website.

What is Retargeting?

Facebook Pixel tracking allows you to deliver targeted ads to people you know have already visited your website. If they are interested in a particular product or service you can show them a specific advert showing the benefits and key features. By cleverly using retargeting you can bring people back to your website where they can take a second look at your product and buy it or enquire about your services.

Build Lookalike Audiences

What’s really powerful about the Facebook Pixel is the ability to create lookalike audiences. After you’ve installed the pixel you’ll be able to create new audiences based on your current website visitors. Once the data has been generated for your new audience you can create a lookalike audience.

The lookalike audience will include people who have not visited your website but their demographics, interests and behaviours are very similar to the people that have visited your website. This means the lookalike audience is very likely to be interested in the same products and services and buy from you.

Track Conversions

Would you like to know what your customer does after viewing your advert? The Facebook Pixel will allow you to monitor how people interact with your website after clicking on your Facebook advert.

You can even track customers across different devices so you can see if people interact with your ads on their mobile but finish their transaction on a desktop. With this kind of information you can refine your marketing strategy and improve your return on investment.

Optimise Adverts

The data gathered from the Facebook Pixel will allow you to constantly refine your ads, making them more effective for your target audience. You can improve your ads based on tracking effectiveness and ensure that your ads are being seen by the right people at the right time.

Using the Facebook Pixel opens up other advertising methods. Instead of paying per click or per impression, you can opt to pay per conversion. For example, if your advert is driving people to a signup form, you can set the pixel to record the action of a completed form. Facebook will then optimise your advert and start delivering it to people who are more likely to complete the form. This is a great feature as you’re maximising you budget and reaching people that are more likely to sign up or buy from you.

How to Create a Facebook Pixel

Follow these simple steps and you’ll be using the Facebook Pixel in no time.

Create Your Pixel

In the Facebook Ads Manager or Business Manager, click on the menu and choose “Pixels”.

Create Facebook Pixel

Click “Create a Pixel”.

Create Facebook Pixel

Name your Pixel and click “Create”. Please note that you can only create one pixel per advert account. However, if you upgrade to Facebook Business Manager (which is free), you can create up to ten pixels per account.

Name Facebook Pixel

Install Your Pixel

There are three ways to install your Facebook Pixel;

  • You can integrate it using your website CMS or Google Tag Manager
  • Manually install it by copy and pasting the code
  • Email instructions to your developer

install Facebook Pixel

For this example we’ll choose the copy and paste method.

You will need access your website code and copy and paste the pixel code into the header of your website.

Facebook Pixel code

Save your code and upload (or save).

Test the code is working by sending test traffic to your site or download the Facebook Pixel Helper for Chrome.

Create Your Audience

After you’ve installed your Facebook Pixel you’ll be able to create a custom audience.

From the menu, click “Audiences”, then click “Create Audience”.

Choose “Website Traffic”.

Facebook audience

From here you can specify your audience. You can create an audience based on all visitors, visitors who have viewed a specific webpage, or spent a specific amount of time on your site.

Custom Facebook audience

Give your audience a name and a description to remind yourself what the audience is and click “Create Audience”. You may have to wait up to 24 hours before enough data will be generated to use. When it’s ready to use there should be a green circle next to the audience name.

From here you can use this audience when creating a standard Facebook advert or you can go through the same process and create a lookalike audience based on the audience you’ve just created.

What Next?

If you need any help with Facebook advertising or social media marketing, drop us an email or call 0161 791 0100.

Facebook Announces A Huge News Feed Change

Once again Facebook is making a huge change to how the News Feed works.

Facebook CEO Mark Zuckerberg announced in a post on Thursday that 2018 will focus on making sure the time we spend on Facebook is time well spent.

He said, “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.”

The research indicated that when we use social media to connect with people we care about, it can be positive for our well-being and lead to long term happiness and health. However, passively watching videos and reading articles may not be as good for us.

This change to the News Feed has been spurred on by community feedback stating that posts from brands, businesses and media are crowding the News Feed and making it harder to connect more with each other.

When Will The Change Begin?

Zuckerberg stated that the change of direction started last year and the first changes we’ll see will be in the News Feed. You can expect to see more posts from your friends, family and groups, encouraging meaningful interactions and less content from brands, businesses and media that doesn’t encourage a meaningful interaction.

He gave an example on how this would potentially work, “There are many tight-knit communities around TV shows and sports teams. We’ve seen people interact way more around live videos than regular ones. Some news helps start conversations on important issues. But too often today, watching video, reading news or getting a page update is just a passive experience.”

So What Does This Mean For Your Business?

Zuckerberg said, “I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable.”

What can we take from this? Once again Facebook Page reach is under threat. It’s been in decline for many years at the frustration of many business owners, forcing them to spend on boosting posts. However, our view has always been, if you create quality, engaging content you will still reach your followers.  We’ve helped businesses create their content and experience a good degree of success.

The important thing to note is that Zuckerberg expects the time spent on Facebook will be more valuable. This could be positive for businesses. Quality time spent on Facebook means that your target audience, and we mean your highly engaged audience that interacts with your content on a regular basis, will see your posts and have a meaningful experience.

There is going to be a lot of panic and speculation over the coming weeks but we think that brands and businesses will need to rethink their social media strategy to be more meaningful and not just a passive experience.

What are your initial thoughts about these changes and what changes are you going to make to your social media strategy?

5 Instagram Tips for Perfect Cross-Posting to Facebook

Last week, at the end of the “The Pros and Cons of Cross-Posting on Social Media” article I mentioned that there are certain situations and types of posts that cross-posting will work.

We’re all busy with the daily tasks of running a business, but if we can save a little time along the way then we’re onto a winner. So, we’re going to let you into a little secret of cross-posting from Instagram to Facebook without your post looking all weird and crammed with hashtags.

This only works if you want to post a standard photo post on Instagram and share it on Facebook. Here’s what you need to avoid and consider…

Read more…

The Pros and Cons of Cross-Posting on Social Media

As a business, using social media is a great way to connect to your audience. You can show the world what you’re currently working on, show off your latest products, and respond to burning questions.

One problem with social media is it can be very time consuming. You want to keep up with the competition and consistently post, so we look for shortcuts. One shortcut is cross-posting. Create one post and share it to all your social media accounts simultaneously.

This sounds great! Why aren’t I taking advantage of this?

There are several pros and cons with cross-posting. Whilst it’s saving you time, you could be missing out on key features and make your posts look odd and out of place.

Read more…

New Facebook Page Templates For Businesses

Facebook are very good at updating their platform, optimising the whole social media experience and helping business owners advertise. The app and browser versions of Facebook are constantly tweaked and updates are rolled out on mass or to a selected group.

A feature that was updated towards the end of 2016 but has gone under the radar for many are the new Facebook Page templates. There are several new templates available to Page owners, affecting the Page layout and call-to-action (CTA) buttons. The goal of the templates is to make it easier for businesses to get the right information and content in front of their customers.

The new Facebook Page templates available are the following…

  • Standard
  • Business
  • Services
  • Shopping
  • Venues
  • Restaurant and Cafes
  • Politicians

The standard Page template will fit most businesses but the layouts and CTAs differ depending on which template you choose. Let’s take a look and see what’s available.

Read more…