Facebook Business Tools - Part IV
The Facebook Pixel
One of the biggest mysteries when it comes to Facebook Advertising is the Facebook Pixel. There are many videos and walkthroughs on how to implement it within certain sites and various other aspects of the pixel, but no one really just plainly says what a Facebook Pixel is. Fear not, I am here.
What is it?
The Facebook Pixel is a snippet of HTML code that is placed in the <head> tags of your website. This must be a website domain that you own or, if using a third party site (Eventbrite, Acuity Scheduling, etc.), a service/site that gives you the ability to track using your Pixel. You can install this through any site hosting platforms such as Squarespace, Wordpress, or Wix. There are two main functions of a Facebook Pixel:
- Website Analytics and Tracking
- Retargeting Your Website Traffic.
We’ll look at each of these functions and how it benefits your Facebook advertising efforts.
Website Analytics and Tracking
I often describe the Facebook Pixel as sort of a Google Analytics Lite because of the analytical data that it provides. However, lately Facebook has really stepped up its game with regards to analytics. I’ll hit a few of the basics here, and I have a video series in the planning stages to go over some more in-depth aspects of the Pixel. When installing your Pixel you want to start by viewing your Pixel in your Business Manager. Visit Business Settings > Data Sources > Pixels > and select the pixel you want to view. Click on that Pixel, and then click at the top to be taken to your Pixel within the Events Manager. In the upper right corner select “Set Up” and then “Manually Install the Code Yourself.” Follow the instructions on this step to install the entire Pixel code in the <head> section of your website. (Side note: For any help installing on your site, you can usually find a simple step-by-step walkthrough if you Google “Install Facebook Pixel on (your website platform).”) You can then install “Events” on your site to measure certain action from your traffic. So if you have an e-commerce site, you can measure when someone adds something to their cart or when they make a purchase. This can begin to shape the customer journey with the analytical breakdown of each event. You can even set Custom Conversions to track specific actions by measuring when someone visits a certain url and performs a certain action. You can then click “View Analytics” to see analytical breakdowns of the traffic from your site. This includes traffic from organic, paid search, and paid social ads, and can really give you a nice overview (or detailed view) of your traffic patterns and actions. You can create funnels, measure certain metrics, and customize your dashboard to measure your most important metrics. It is growing in its analytical data to be a sincere competitor for Google Analytics (although it still has a ways to go).
Retargeting Your Website Traffic
Remember when we spoke about measuring the specific events? Well, here is where the Pixel really begins to pull its weight. I’ll lay out a basic example of how the Pixel and its retargeting capabilities can be beneficial to a marketing strategy for a business. Let’s say you are a service-based company, and you want to generate leads for a service that you offer, for example, business consulting. What you could do initially is create a “lead magnet” or content that is appealing to the type of people you are helping. You could write a blog post or create a PDF of the “X best tips for being better at Y.” You then advertise this and send people to a landing page on your site that your Pixel is measuring where they can read this info or download the PDF. After garnering thousands of hits on your landing page, you can then create a new ad campaign where you ask for the sale. Maybe you appeal to the audience as someone who is looking for help and how you can help them. This is where the magic happens! With the Facebook Pixel, you can target a custom audience (within Facebook Ads Manager) that includes only people who have hit that landing page in the time period that you specify. That way, when the ads are shown, it is ONLY to the people who visited that page. This means the ad you present to them appeals to a need or want in their life. You can then send them to the “sell page” and close the deal! It is much more effective to have your ads shown to people who fit your niche want/need than to cast the wide net trying to close the sale. You want people to trust you, know you, and believe in you before you ask for the sell. It’s the new way of advertising, and it is HIGHLY effective.
This post just scratches the surface of the power of the Facebook Pixel. You can see, do, and learn so much more with the Pixel data. The best part is: this stays on your site ALL THE TIME. So over time you’re getting a ton of data on who your audience is. You can simply retarget people who have visited your page. You can even combine Pixel data targeting to ensure you find the best people. If you are an e-commerce store, you can target discount ads at people who have added something to their cart, but have NOT made a purchase. Your text for the ad could be along the lines of, “We see you haven’t finished your purchase yet. How about 10% to get it done today?” When someone sees this, they have your product/service fresh in their mind and are more likely to make a purchase! Your conversion rates should go through the roof!
Are you interested in learning more about the Facebook Pixel? Visit us at http://hiphippo.co/scheduling to schedule a free consultation and see how we can help you and your business better structure your Facebook marketing efforts. If you’re not utilizing Facebook advertising yet, believe me, you are missing out on great traffic!
Want to see the bigger picture? Check out Part 1 of this series.
Need to set up Facebook Business Manager? Then you'll want to check out Part 2.
Don't have a Facebook Business Page? Hop over to Part 3 to learn more.