We’ve discussed how advantageous it is for businesses to run Facebook ads right now. We’ve talked about how important it is to measure your traffic and track conversions on your website. The issue is that there’s a gap between these two processes. Facebook Pixel not only bridges that gap, it drives a highway through it and straight to your customers.
If you’re looking at your Google Analytics (which I’m sure you are, right?), you’ve seen something like this before.
With analytics, you can see that you’re getting traffic from Facebook but there’s no way to know what brought them there and why. The trail stops there. On the Facebook metrics side, you have a similar situation. People are coming from your website but you don’t have any way to connect website and Facebook actions up to get a picture of how a single user’s traffic flow looks.
Facebook Pixel changes that situation by adding a piece of code to your website that allows Facebook to track activity on your website and match it up with active Facebook users. You get a full picture of activity between your website and Facebook. And THEN the really cool stuff happens…
The most common use of the Facebook Pixel, aside from activity tracking, is remarketing. Remarketing is when you show people ads for things that they’ve already looked at but haven’t purchased yet (if you’re doing it right, at least). Facebook Pixel allows you to track what people are looking at on your website and then serve them ads on Facebook for those products, services, or which are targeted to the interests that they’ve displayed. Remarketing can be an extremely effective tool for tipping customers over the line to conversion.
If you want to go a little bit further into leveraging your Facebook Pixel, you can use it to create some super-targeted custom audiences. Facebook Pixel allows you to use website activity to target an audience in addition to the already powerful Facebook audience targeting. Custom audiences allow you to create audiences like:
- People who have purchased a product from you in the past but have not done so within the last 30 days and whose purchases did NOT include a specific product but who DO live within a 10-mile radius of your distribution center.
- People who work in your target industry and who have visited your website multiple times (or for an extended time–Facebook can track time on site), who have read your website content regarding pricing structure, but who haven’t filled out the contact form.
- People who have researched a particular product on your site, haven’t purchased it, are within a particular age range, are female, and who listen to country music.
- People who have spent time on your site but HAVEN’T looked into certain company offerings (indicating that they don’t care about that segment of your business) and who work for businesses in your target vertical.
With these audiences, you could create hyper-targeted remarketing and advertising campaigns that hit your audience with exactly what they need when they need it.
One of the really nifty pieces of tech that Facebook Pixel allows you to utilize is website conversion optimization. Basically, since the Pixel lets Facebook see who is (and who isn’t) converting on your website, it can automatically optimize your Facebook Ads to target people who are “similar” to the people who convert. It basically takes a snapshot of who’s converting and, using the extensive demographic information in its databases, decides who else is similar to that conversion and then shows them ads. It does all of this on the fly and automatically.
THE REAL GOLD: AUDIENCE LOOKALIKES
We can use the same technology that the Conversion Optimization option uses to go one step further and create Look-Alike Audiences. This is, in our opinion, easily the most underutilized aspect of the Facebook Pixel technology. Imagine you put on an event every year that draws a large attendance and garners a lot of attention. Imagine you have a book that you believe would appeal strongly to that audience. You can create a lookalike audience from your event conversions and serve book marketing ads to them using the Facebook Pixel and ads. Or imagine that you have a new product that you’re about to bring to market. You can create a lookalike audience of people who have purchased or were interested in one of your other products and serve ads to them that show off your new offering. Lookalike audiences are pretty incredible and it seems that, the more we think about them, the more applications we find for them.
If you’re not using the Facebook Pixel right now, your next step is easy: generate and install your Facebook Pixel. Once you have that installed, you need to start planning how to use the data that you’re gathering to make the most of your Facebook ad spend. At the very least, you can configure conversions and start optimizing your existing ads for conversions. Then you can start getting fancy with custom audiences and lookalike audiences. It sounds daunting but it’s not as bad as it seems. We can help you out. Just give us a call.