If you’re a small business owner and have already run Facebook advertising or plan to in the future, you need to know about the Facebook Pixel.
What is the Facebook Pixel you ask? Well, it’s a snippet of code that you inject into your website and/or landing page that allows Facebook to track the behaviors of people who visit your site, what they do when they’re there, and allows you to re-market to those people later on.
This information can allow businesses to be very detailed in their marketing efforts to people who have interacted with their website. For example, you could track customers who have placed an item in their shopping cart and then decided not to purchase. The Facebook Pixel allows businesses to serve an ad to these very people advertising the very item they chose not to purchase.
Targeting is key, but behavior is better
Knowledge is power, especially in the business world. We can all make educated guesses about how to target customers that are likely to interact with our brands. However, the Facebook Pixel gives advertisers real power. The power to see how these potential customers that we targeted interacted with our website, what they gravitated to, and what they bought - or didn’t. Using this kind of information in our marketing arsenal should be a boon to creating conversions over time. If using this type of information could result in, say, 10% more paying customers, what would your bottom line look like at the end of the year?
I’m sold. Now, what do I do?
This is the easy part, honestly. Creating a Pixel is as easy as entering your Ad Manager on Facebook on a desktop or laptop. The mobile apps don’t yet have the ability to create a Pixel. Click the hamburger menu at the top left of the screen and then click Pixels. The system will then walk you through the creation of your own Facebook Pixel.
From there, you simply copy the code and paste it into the appropriate place on your website. Not sure where that is? A quick Google search should tell you the answer. If not, get in touch with your ISP support folks and they’ll walk you through the process.
Once the Pixel is installed correctly, you can track nine standard events that range from viewing content to making a purchase. You also have the ability to create custom event codes for things you might want to track that isn't already set up for you. Once you’re set up, sit back and watch the magic happen. It’s really that easy.
Once your Pixel is working and data is being collected you’re ready to begin using the data to your advantage. The more traffic your site gets the more data you’ll have at your disposal. Using the Pixel in combination with other strategies such as a landing page can provide you with even more data and help create a solid strategy for your social media advertising.
If you want to know more about leveraging social media to help drive customers to your business, give us a shout. We’ll happily give you a FREE marketing consultation and help point your business toward success!