In 2019, it’s likely that you use Facebook (or some other form of social media) in your personal life, and maybe even for your business. Even if you don’t, you probably have a good understanding of just how many people (an estimate 2.7 billion as of 2019) use the platform. Advertising on Facebook can be an important piece of your digital marketing efforts, and incorporating the Facebook Pixel will help you maximize your ads’ performance. Here are 5 reasons to use the pixel:
What is a Facebook Pixel?
A Facebook Pixel is an analytics tool used to track and measure your ads’ performance. Within your Facebook Advertising account, you can generate a unique Facebook Pixel code that will need to be placed on your website. Putting code on your website may sound daunting, but it’s relatively simple – you’ll just need to follow Facebook’s steps. By tracking the actions of your users, you can use the pixel to create highly-targeted ads that speak directly to specific audiences.
It’s Easy to Set Up
Adding the Facebook Pixel to your website is very simple, and Facebook offers three separate options for doing so:
- Copy/Paste Code Into Your Website Header
- Use WordPress Plugin (must have a WordPress site)
- Use Google Tag Manager
Each of these three options are straightforward and simple, and Facebook can walk you through the process. If it makes you feel uncomfortable, however, your web developer can help you out. The Pixel can be up and running within minutes, so there’s no reason not to install it!
Allows You to Track Conversions
The pixel allows users to track a variety of actions and events. This is particularly useful when there’s a specific event (or conversion) that’s most important to you, whether that’s signing up for your eNewsletter, downloading an eBook, making a purchase, or submitting a contact form. By tracking these conversions, you can determine the value of your ads and make the necessary changes.
Create Custom Audiences
Perhaps the most common use of the Facebook Pixel is using it to serve ads to people on Facebook who have shown interest in your business by visiting your website. However, you can get far more specific than simply targeting everyone who has visited your site. You can create custom audiences based on what actions people took, what pages they visited, how long they spent on your website, and more. By using specific targeting like this, you can use your ads to speak directly to a specific audience. For example, if some people clicked to your website and gravitated to service page A, while others went to service page B, you can show different ads to those people by creating audiences from the pixel.
Create Lookalike Audiences
After your pixel has collected enough data, you should focus on your custom audiences for a while. Once you’ve done this, however, you can try Facebook’s lookalike audiences. Facebook will take your custom audiences and create “lookalike” audiences of people who meet similar criteria to those in your custom audiences. This will allow you to reach new users who you may not have captured otherwise, but may be very interested in your business.
While you’ll want to use custom audiences to go after people who haven’t purchased and may have abandoned a full shopping cart, it’s crucial you don’t overlook those who have already converted on your site. Utilize the pixel to upsell to them since they’ve already shown interest in your brand. You could even consider offering them a discount or some other type of promo.
By taking advantage of the pixel, you can boost the performance of your Facebook advertising. The pixel will provide you with real, actionable data that’s sure to be valuable to your team. If you don’t have the time or would prefer to have a team of experts manage your social or digital advertising, call M&R Marketing today at 478-621-4491!