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The key to your Facebook Advertising Strategy

Today I want to talk about something that so many businesses are missing out with their Facebook Ads. And considering it’s a really simple and easy opportunity, it always surprising me.

I want to talk to you about the key to your Facebook Ads, it’s called them Facebook Pixel.

Today, I want to cover four different things.

  • What it actually is.
  • Why it’s important.
  • How to implement it.
  • How you can get the most out of it.

What is the Facebook Pixel?

You might have heard of the Facebook Pixel before but it’s basically a simple little piece of code that’s attached to a 1×1 pixel square on your website. Now you can’t actually see this pixel, it’s just got some code behind it that does the work for you.

The best part is that once it’s installed, you leave it and it gets some amazing results.

The power of the Facebook Pixel! The key to your Facebook AdsClick To Tweet

Why is the Facebook Pixel important?

Well, it does a number of different things. Firstly, it allows you to do re-marketing on your website.

Re-marketing is something I’m sure you would’ve experienced before.

You go to a website or maybe you’re doing some online shopping. Then you exit that website and go to a different website and all of a sudden you see an advertisement for those products that you browsed or that website that you just browsed.

Basically, that’s the principle of re-marketing and that’s what this pixel allows you to do but instead of putting it on different websites, it allows you to actually do it on Facebook through the Facebook news feed, and other areas under Facebook control as well.

It looks greats as a sponsored advertisement but it’s actually there because you’ve actually shown an interest in that website before.

It also allows you to measure the success of your ads. If you’ve got a particular campaign coming up, so you can get really targeted with the advertisements and adjust to make sure you’re ads are performing successfully.

Another great part of the Facebook Pixel is the ability to set up manual conversions. You can then measure and attach a dollar value to those conversion, so you can actually measure the return on your investment that you’re putting into your ads.

How do you implement and install the Facebook Pixel?

In your adverts manager you want to come over to the Pixels menu item.

PixelMenu

When you first land on this item, if you haven’t set up a pixel before, it will prompt you to create a new pixel. All you have to do is set it up once.

It will then show this window which is the base code that sits on your website and sits on every single page that you want to track. Then, you can build extra elements on top of that.

FacebookPixelWindow

It needs to sit between the open and close <head> tags for your website. If you’re not technical (like me) there are a couple of ways around it.

If you’ve got a web development manager. Send the code to them. It’s a really simple task for them and will take them about five minutes max to implement it across the site.

If you don’t have a web developer and need to find out how to implement it on your own (like me) then it depends what system you use, here are some common ones and resources for each:

Once the pixel is actually installed you want to test if it’s working or not.

You can do that a couple of different ways. You can just visit your website and it’ll show by populating different numbers to say that the Pixel is active and there are people hitting your website.

FacebookPixelTraffic

You can also use the ‘Pixel Helper’ which is an extension for the Google Chrome browser. It shows you whenever there is a Facebook Pixel found on the website you’re browsing.

This is not just your own website, but any website. 

A website I know that does a really good job with Facebook advertisements, is theiconic.com.au which is an e-commerce store in Australia. They actually have multiple pixels installed with some more advanced events based on what pages I browse to.

In their Facebook ads manager, what it will actually do is show the people that have gone and browsed a product. Then for instance if I add this to my cart but not purchase they would be able to re-target me to say, “Hey, there’s a T-shirt sitting in your shopping cart come back and purchase it.”

How do you make the most of the Facebook Pixel?

Now that you’ve got the Facebook pixel installed, how do you actually make the most of it? You can do a number of different things.

First of all, just get it set up on your website. Regardless of whether you’re looking at doing ads now or in a month or in six months time you want to be tracking visitors that are coming through. You can’t track them if you don’t have the pixel there.

You may as well install it on your website and start building a database of people that have visited.

Then you can do things like create some Custom Audiences. This is under the Audience section in your ads manager.

CustomAudienceMenu

You can come up with custom audiences that are based on visitors to all pages of your website or it might be visitors to specific pages.

For instance if you’ve got a campaign and you just want to re-target people that have just hit that page or just visited that blog post etc. Then you can set up a custom audiences that have visited for instance, organikdigital.com.au/blogpost.

Now, if there was an offer in that blog post and there was an opportunity to purchase but I didn’t want to re-target those people that have actually gone through and converted, then I can set up a custom audience to people that have hit the sign up confirmation page once I’ve converted.

For instance it might be organikdigital.com.au/confirmation. Once I’ve set up that custom audience, in my ads I can say, target people that have visited organikdigital.com.au/blogpost BUT, don’t show ads to people that have visited organikdigital.com.au/confirmation because I know that they’ve converted and I don’t need to sent another ad and waste money on them.

The best thing about Facebook Custom Audiences is they will become your highest converting audience. Think about it, someone that has visited your site and know you is more likely to purchase compared to someone that hasn’t, right?

The best thing about Facebook Custom Audiences is they will become your best converting audience.Click To Tweet

That’s why it’s so important to build these audience because they’re warm leads and as you get more visitors, you’re actually going to shift your audience ad sets away from cold audiences that may have never seen your brand before through to just people that have hit your website and have shown an interest in your company.

Once you get to that point, where you’ve got a big enough audience and a big enough pool of people in there that you can re-target, you’re going to get some amazing conversions from your Facebook ads.

Another great way to make the most of the Facebook Pixel is to set up custom conversions. They can differ. There are 10 different default options in Facebook custom conversions. They vary from checking out as a purchase, completing a registration or signing up as a lead.

Once you set up that conversion what you can then do, is set up a Facebook campaign that is has an objective of getting more of those type of Conversions.

Because Facebook is always trying to find the people that are most likely to perform the objective that you’ve set in your campaign they’ll go and try and find those people.

So now you know the key to your Facebook Ads and how powerful the Facebook Pixel can be, it’s time to go get it installed and start using it. I’m positive you will be really surprised with the results.



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