I’ve had a number of entertaining conversations around the “Facebook pixel.” For those of us in digital marketing, it is an exciting snippet of code that unlocks a marketer’s dream of demographics, re-targeting, and warm leads.
For those of you who are not in digital marketing, conversation around the Facebook Pixel probably sounds like the teacher in Charlie Brown Christmas.
I’m going to do my best to explain the benefits of the Facebook pixel without getting too nerdy. I’ll probably have to get a little nerdy, though … I love this stuff!
First thing’s first: how do you get this “Facebook pixel?”
It’s a short string of code that you paste into the header of your website. If you aren’t sure how to do that, whoever manages your website will understand.
You can also visit the Facebook Pixel help guide.
2. Facebook Pixel Function
What the pixel does is track everyone who visits your website so you can market to those people on Facebook. Think of it as going to a water park and getting your hand stamped. Once you’ve been to the water park, you’re branded. That’s what it’s like to visit a website that has the Facebook pixel implemented.
The beauty of this is that it allows you to specifically target those people with your Facebook ads. As a consultant, your highest likelihood of getting clients is by pitching people who already know you. Cold traffic probably isn’t going to convert.
If you are re-targeting people you know have been exposed to you already, however, you have a much greater chance at converting.
3. Facebook Pixel in Action
Okay, so you’ve got the pixel implemented and it’s tracking.
Let’s walk through a one simple scenario of moving users from cold traffic to potential leads. We will assume you are starting from scratch with no audience to speak of.
Note: this is meant to be a conceptual walk through the process. I completely understand that you won’t understand the nuances of using the Facebook ads system!
Building An Audience Using Initial Tracking
- Create a brand new audience comprised of the demographics and attributes you are targeting.
- Create an ad using an article from your website. Don’t worry about including a call to action. At this point, you simply want people interested in your content to click through.
- As the ad runs, those who click the link to your website will be tracked using the pixel.
Re-targeting with Your New Audience
- Create a new audience using the traffic that clicked on your initial ad.
- Now that you know you are marketing to people who have already been introduced to your brand, you should include a call to action such as collecting email addresses.
- At that point, you can move over to email marketing with a larger ask.
Leveraging Existing Web Traffic
If you already have regular traffic on your website, you can use that to your advantage, too. The Facebook pixel will track users on your website even if they don’t come specifically from Facebook.
One option is to create an audience of users who have visited your website in the last 30 days. You could also target users who have been to a specific offer page with a harder sell because you know they must be interested in what you’re offering.
If you don’t want to send ads to those who have already claimed your offer, you can target people who have been to your offer page while excluding those who have reached your “Thank You” page.
There are so many possibilities when it comes to Facebook ads! Even if you aren’t ready to start, though, you should absolutely implement that pixel so you can start tracking. That way, when you’re ready to go full steam ahead, the data will be there waiting for you!
Looking to dig deeper into Facebook ads or social media strategy? Book a strategy session!