With Facebook now topping 1.28 billion active daily users they are really moving to the top of the online traffic charts; leaving everyone else far behind.
After opening up their Ad Platform to everyone, Facebook has now become an absolute ATM for Digital Marketers. But it came with a price – reach – organic reach to be more specific. It used to be that a Facebook Business Page would be ale to attract followers and then have direct access to them through the Facebook Platform – not anymore. Now Marketers must “Boost” a post or create an Ad to have a better chance of getting in front of their own fans. It’s a Play-to-play system now; you are either paying for Social Media, or you are the Product.
Enter: The Facebook Ad – Facebook Ads are easier to use than Traditional Ads, carry a more affordable price tag, and allow you to build a custom target audience that you own. A well-crafted Facebook Ad can be a powerful tool in the hands of the Brand or Business. The ability to customize various aspects gives Digital Marketers (like Cusp Creative) is the savvy creative’s preferred choice over running a full-page Ad in People Magazine that a prospective client may skim through while waiting for their Hair appointment.
…but that’s not even the most exciting thing about advertising on Facebook .
Enter: The Facebook pixel
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What Is A Facebook Pixel & How Does It Work?
Think: a tracking device from a Bond Film.
Once it is properly added, the pixel works behind the scenes, gathering a bunch of relevant information and insights about the people that visit your site and browse your pages.
So, what are some ways that you can use the Facebook Pixel?
1. Track Conversions
The Facebook Pixel is equipped to track a number of actions, including:
- How people view and interact with your ads
- What ad attracted the most leads
- Was the ad converted by a customer on mobile or desktop
2. Show Ads Based On The Buyer’s Journey
A user who already knows who your Brand is and what your Brand does, and has visited your site or bookmarked it to their favorites lists is far more likely to respond to a targeted ad from you. They already know, like, and trust your Brand. Depending on the length or complexity of your Sales Funnel you can serve different ads to different users based on their own position in your funnel.
By properly using the Facebook Pixel you can target users that have already taken a specific action like downloaded a Case Study or read a specific piece of content on your blog.
3. Clone Your Best Customer
Once you’ve gathered data, or “pixeled,” your website visitors based on the way they interact with your content and created separate Audiences for them, you can then can use that data to create a Lookalike Audience (LAA) – not to be confused with our local Los Angeles Angels of Anaheim.
The LAA mirrors your existing Audience and draws on:
…and creates a Clone of the Audience that consists of people most-like the original Audience – expanding your reach to people that will most-likely enjoy/need your Brand’s goods/services.
Creating A Facebook Pixel
Sweet, So how does one get all setup for this?
Pretty Simple. Go to your Facebook Business Manager (Don’t Have One!! Read This), click on the little hamburger menu on the left and then select Pixels.
Click on Create Pixel and follow Facebook’s instructions. You can create up to 10 Facebook Pixels for your Business
Next, Install it!
Now, if you have gotten this far you might be pretty savvy. Depending on your skill level and the actual way you want to set this up select your method here.
Cusp Creative Agency has a Done-For-You Service where the proper installation of the Facebook Pixel and Social Media Management is all done by our in-house experts to ensure you are all good to go.
If you use a tag manager or your website is on an e-commerce platform that has Facebook ads integration select the Use an Integration or Tag Manager option. You can also manually insert the pixel code by using some sophisticated copy and paste skills.
Facebook will ask you to install 2 different bits of code.
The first is called the pixel base code and needs to be installed on every single page of your site. To do that copy the code and paste it into the website header.
The way we recommend for WordPress is to install the Insert Headers and Footers plugin from WP Beginner.
Paste the pixel code into the header in the WP Admin, click save.
Next, Install The Event Code
This – THIS – is where the wizardry takes place. These event codes allow you to track different specific actions users take on select web pages.
Facebook has created a series of standard events that they believe are useful to marketers. The events you can track are:
- Search: Use it on a search results page to track a specific search term. You can use this to show the user ads for the same product or for products that solve the same problem.
- Initiate checkout: This event triggers when the user starts the checkout process.
- Add payment info: This triggers when the customer enters payment info.
- Purchase: This event happens when the order is complete.
- Lead: This event tracks when a lead converts by taking a specific action like signing up for a newsletter or an opt-in.
- View content: Use this either on product pages or high-value content pages that you want to track, such as white papers, specific landing pages or sales pages.
- Add to cart: This one is pretty self explanatory, but you can use it to track abandoned carts and show the user targeted product ads.
- Add to wish list: This can give you a pretty good idea of what different users want and can be handy for future warm ad campaigns, particularly around the holiday season.
- Complete registration: This is triggered when the user subscribes to one of your compelling offers.
And, if you want to get real crazy, you can define your own parameters and create a custom event.
You’ve got a few different options of where these event actions go, you can set them to happen as the desired action happens or just after the action happens.
Once you’ve decided which actions to track and set up your pixel, the next step would be to to test it and make sure it’s working correctly.
This is where it can become complicated, especially if it is your first time playing around with Facebook Pixels. If your Business Website is a WordPress site, then you can try using a PlugIn like the Facebook Pixel for WP or Facebook Conversion Pixel. Otherwise, be careful- experiment with different parameters – or give us a CALL
Take Your Facebook Ads To The Next Level
With a properly installed Facebook Pixel you can create highly targeted ads, experiment with re-targeting, and create a number of useful event triggers. By letting Facebook do all the targeting and guess work for you, you will be able to actually create ads for an audience that would enjoy and benefit from the content and products you offer – A Win, Win.
The new world of Digital Marketing is not one of general offers to wide swathes of the public, but rather laser-focused ads that are targeted to consumers that want what your are selling – if done right.
Are you ready to do it right? Then go for it!
Have questions? We are always here for any help – Message our Cusp Bot
Done For You Ad Management capabilities are also available allowing Cusp Creative Agency to easily create, manage, and publish ads on your Business or Brand’s behalf for for higher customer conversions.