You’ve identified your target customer, decided on your branding message, and started to develop content! Now you’re ready to start marketing to a cold audience…. Or are you? There’s still one simple but important step you need to do before starting that next Facebook advertising campaign. You want to install a Facebook Pixel on your website.
The Facebook Pixel is a small piece of code that you place in the header of your website to track visitors to your site. It’s similar to a Google Tag. This little pixel code will enable you to choose Facebook advertising campaign options based on actions visitors to your site make. For example, if you’d like Facebook to optimize for conversions, the pixel will show Facebook what actions visitors to your website are taking. This tracking knowledge helps Facebook know what type of people convert so they can find more of those types of people for you.
The Facebook Pixel allows you to make targeted offers to individuals based on pages they’ve visited on your website. For example, let’s imagine you have a carpet cleaning business. You write a blog post about how to clean coffee stains from area rugs. Next, you can create a retargeting message to everyone who visits that blog post and offer them a discount on area rug cleaning. This offer is far more powerful because you’re offering to solve a very specific problem, one that you know they are already interested in. You can also retarget with broad offers to anyone who has visited your website in the past ‘x’ amount of days. You select these web visitors for remarketing by creating Custom Audiences in the Facebook Ads Manager. I’ll have more on creating Audiences in an upcoming blog.
The Facebook Pixel is also useful for creating lookalike audiences. Because your pixel tracks the actions of all visitors to your website, Facebook can use that information to create new cold audiences that match or ‘lookalike’ to your existing customers. For example, you can build an audience based on the top 1 or 2 percent of your customers, or a lookalike audience to everyone who’s ever visited your website.
Now that you know a little bit about the power of the Facebook Pixel, you’ll want to install it on your website today! Don’t worry if you haven’t created an ad campaign yet, install your pixel code now and it will track the actions of web visitors that come from any source, not just Facebook. And it’s easy to do as most major website hosting platforms have integration tools to install the pixel. Or you can email the code to your web developer and have them install it for you.
For complete installation instructions and a link to creating your Facebook Pixel click here:
If you’d like help creating or installing your Facebook Pixel, or for help creating new Facebook audiences contact Brilliant Digital Marketing today.