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.
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.
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”.
Click “Create a 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.
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
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.
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”.
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.
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.