Most advertisers still can’t boast about any major success using Facebook to advertise their businesses.
Your Facebook ads may fail not only because you don’t know how to use Facebook pixels but also because you don’t know their benefits.
Facebook is one of the giant social media platforms with over 2.23 billion users all over the world.
This is possible for web owners with the use of Facebook advertising pixels.
Of course, if you want to get the most out of your ads on Facebook, the Facebook pixel is a must-tool for you.
You don’t have to advertise with Facebook before you can use the pixels.
Having the Facebook pixels setup on your site can help you start collecting relevant data about your audience and make your website fully ready before launching your first Facebook ad.
So, it won’t be a bad idea showing you what the Facebook advertising pixel is and how to set it up on your website to create a better Facebook ad.
The Facebook pixel is not the only marketing or advertising tool on Facebook. There are others with different purposes.
If you want to boost traffic, leads and conversion with your ads, installing the Facebook pixel on your website will help you generate precise data with which you can target your audience and get a better ad result.
TABLE OF CONTENT
What is the Facebook advertising pixel?
The Facebook pixel is a few lines of codes, which can be inserted into your website to send data about your audience to Facebook and improve your ad performance.
Just like Google Analytics, which shows you data about your web visitors and how the audience engages with your website, so is the Facebook advertising pixel.
When you install the Facebook pixel on your website and create a Facebook ad, the tool collects data that can help you track conversions, reach more target audience and retarget your potential customers.
In this manner, the Facebook pixel helps you to understand user impressions on your ads, and also the actions people take when they visit your website.
How does the Facebook pixel work?
Once you place the Facebook pixel code in the header of your website, Facebook will understand better how your audiences convert on your website and provide data that can be used to optimize your ad conversion.
A conversion does not necessarily mean but includes “close of sales” among other engagement activities an audience performs on a site.
However, Facebook calls actions that people take on your website “events”.
Depending on your objective, events include viewing content such as an article or product catalog, filling a form, adding a product to a shopping cart on your website and so on.
Let us say when people visit your site and make a purchase, the action will trigger the Facebook pixel and data about their action will be recorded so you can use it to target users with similar behavior, device, location and so on.
The Facebook pixel does not work for those who have successfully taken a certain action on your website alone. It can also be used to remarket to users who landed on your site and bounced back.
Some users may leave your site before or after completing a transaction. That does not mean their interest in your business ends there.
Imagine someone canceling his order after adding a product to his cart on your ecommerce site, there are many possible reasons for that action. Even the one that purchased something wouldn’t mind returning to your site if something prompts him.
The pixel makes it possible to reach your potential customers across multiple platforms. If the customers don’t lose sight of your brand, the relationship will continue.
I can remember searching for “high quality men shoes” on Google sometime ago and one of the search results led me to Jumia.
After adding some shoes to my shopping cart, I left the site somehow without checking out and it completely escaped my mind to return.
I noticed that when I logged in to Facebook some few days later, I started seeing Jumia’s ads. What surprised me most was how the ad contained the shoes that I added to my shopping cart earlier.
That reminded me of my wish to buy the shoe. Immediately I clicked the ad and returned to the site, I placed my order and got the shoe.
Remarketing the product to me would have been a lot of work for Jumia. With the Facebook pixel, all it takes is just to install the pixel code on your site and optimize your ad. Faceboook will take care of the rest.
My interest in the shoe manifested as I added it to my cart. After leaving the site, the Facebook pixel tracked my actions and helped the brand to discover me and also remarketed the exact product to me on Facebook.
Before giving up on your potential customers, you need to retarget them. You can make them return to your website to complete a certain action using a common event. It is possible your prospects will convert during their second visit to your site.
Meanwhile, remarketing would have been almost impossible if there is no multiplatform tool like the Facebook pixel to track your customers across the web.
The Facebook pixel uses all data it collects about each person that visits your site to understand your potential customers and do better at displaying your ads to them when they are on Facebook.
Whatever data the Facebook pixel collects about your audiences, however, can be used for effective retargeting. With the data, you can equally discover which of your products is of high interest and advertise the product to the right audience.
How to use the Facebook pixel
After successfully installing the Facebook pixel on your website, the following are the major ways to use the tool with your ads and boost your ROI.
Target custom audiences
Custom audiences are groups of users categorized by common actions, factors or behaviors. To create custom audiences, you may consider parameters such as:
- Audiences based on location: People who visited your website within a geographical location.
- Audiences based on date and time: People who visited your website within a specific period of time, say your traffic or audiences in the last 24 hours.
- Audiences based on specific webpage: People who visited your website via a specific page or landing page.
- Audiences based on age: People who visited your website and within a certain age bracket.
- Audiences based on interests: People who visited your website and share common interests.
Once the pixel is installed on your website, the data is there to optimize your ads.
In the course of setting up your Facebook ad, you will reach a stage where you need to set your custom audience, what is required of you is to select the parameter that best suits the group of audiences you wish to target.
The strategy is to ensure your ad reaches the exact groups of people who the ad is meant for and convert people with the potential of buying what you sell on your website.
You can equally use the strategy to create lookalike audiences or exclude specific people from seeing your ads so you don’t waste your ad budget on those who might have already converted or don’t have interest in your business.
Create custom conversions
If you have been using Facebook ads without the pixel, you will only be able to track link conversions.
Meanwhile, the Facebook pixel can also be used to track conversions.
This will enable you to track purchases of some sets of products or certain actions taken on your website.
Assuming you want to know the quantity of products sold within a price range, say purchases of smartphones sold below $50, you can set a rule by filtering all the purchases done so far.
Custom conversions work just the way custom audiences track groups of users with common behaviors. The difference is that the former tracks actions, while the latter tracks the audiences.
To create a custom conversion, you need a custom completion page.
A custom completion page is the type of a web page that pops up when you complete an action on a site.
If you don’t forget, a conversion is the completion of an action that transforms an audience from one stage to the other through a funnel. It may be from an audience to a subscriber, visitor to customer etc.
Examples of custom completion pages are:
- Thank you for ordering
- Thank you for downloading
- Thank you for signing up
- Thank you for your comment
When you place such a page on your site and set it to pop after an audience completes an action, the pixel will track the audience specially as the page is not like other normal pages on your site.
Before anyone can see your “thank you page”, he must have already converted – clicked your Facebook ads, landed on your product page and purchased a product.
To create Custom Conversions, login to Facebook business suite. On your dashboard, find and click Events Manager > Custom Conversions.
NB. You need data source to create custom conversions, which means you need to have an active ad with which you can source for data.