If you advertise your business on Facebook without using the power of Facebook Pixel, you’re missing the whole point. Facebook has introduced many internal changes to the way the social platform operates in recent months, making the use of Facebook Pixel essential. This guide will tell you all about the various ways you can use Facebook Pixel to your business advantage.
Summary: 5 Minutes read, Level: Advanced
Let’s start with the basic idea behind the technology. Facebook Pixel is a piece of code that you, or your web administrator or developer, insert into the HTML code of your own website. From that point onward, it serves as a direct, active link between your website and Facebook. This means that you can start using the unparalleled power of Facebook’s audience insights and targeting, customized just for you.
In other words, you will let Facebook see what all users are doing on your website and match that to what it already knows about them. Facebook Pixel can identify and, more importantly, classify your visitors, because most people online use Facebook in some shape or form, and rarely sign out from the service.
Facebook is absolutely everywhere. By using their Pixel, you ensure that their power to identify and target audiences relevant to you is used to maximum effect. Facebook Pixel works on desktop, mobile and tablet, regardless of geographical regions, it is totally free and has no other limitations. Here’s what you can do with it:
Once you set up your Facebook Pixel, you will essentially give Facebook a map of your website. This means that you can then pair the advanced targeting of Facebook’s audiences with their actual observed visitor behaviour on your website. In practice, you’ll be able to create campaigns that remarket your product or service to those people who, for example, visited your web store and put items into their shopping basket, but didn’t purchase in the end. Or those who read specific pages, but not others.
You can define incredibly sophisticated targeting mechanisms using remarketing to cover many scenarios. The possibilities for increasing the efficiency of your marketing campaigns with remarketing are limited only by your imagination, in other words.
By setting up ‘standard events’ in your website or mobile app’s Facebook Pixel, you will define what conversions mean for your specific business. These could be anything, from a standard visit to a thank you page, an e-shop transaction, to things like three or more page visits, time spent on a page, etc. These results will then show up as conversions in Facebook’s ad reports, meaning you’ll easily be able to see what works and what doesn’t.
By letting Facebook know all this information about what’s happening on your website, you give it the power to compare the data on who clicks and interacts with your Facebook ads with their behaviour on your website. The crucial benefit of this is that you can start optimizing not just for views and clicks, as usual, but for conversions. Facebook will then serve your ads to people most likely to perform the action you defined as a conversion, because it now knows what that conversion really is and knows everything about its audience already.
Another fantastic feature of Facebook Pixel is that, once you implement it, you get the ability to create ‘lookalike audiences’ based on website visitor behaviours. In short, lookalike audiences are lists of people who didn’t visit your website or do what you want them to do, but share certain meaningful similarities with those people who already did. They look like them, hence the name. Facebook Pixel helps Facebook algorithms define who the people most likely to be included in your new Audience List are, based on everything they know about them. This powerful feature enables you to test expanding the audience you show your ads to without losing the defining traits of what already works for you.
There’s really no downside to setting up and using Facebook Pixel. It’s implemented easily enough and can truly make a difference in your digital marketing efforts. It makes you more informed as a marketer, and even better, it helps you separate the wheat from the chaff in terms of the various signals and data points that you usually need to monitor manually.
It’s not a silver bullet, for sure, but it’s an invaluable tool for anyone wanting to do serious online business and advertise on Facebook.