No business can neglect the power of Facebook Ads to pull in customers. If you plan on using the social media platform to build up business exposure, then a good knowledge of how the ad system works and how to utilize it fully is essential. A significant aspect you should focus on mastering is Facebook pixels. And in case you have no idea what Facebook pixels are, then this post will give you a basic idea of what it is and how to use them to create high converting ad campaigns.
Table of Contents
Three Basic Marketing Uses Of Facebook Pixels
Businesses use Facebook pixels for three basic marketing functions:
Tracking Conversions: Almost all Facebook ads are aimed at making the prospects perform a certain action. It can be signing up for a newsletter, liking a Facebook post, buying a product from your website, and so on. But how do you track the conversions? This is where Facebook pixels come in. Once you implement it, you can track the conversions accurately. You will be able to know exactly how many people who saw your ad went on to place an order or join the newsletter and so on.
Optimization: Thanks to the ability to track conversions, Facebook pixel users will be able to optimize ads in a way that enables them to get the maximum response from prospects. As a result, advertisers can get the lowest possible rates for the ads and keep their advertising budgets in control, while also increasing revenues by putting more money into ads that have higher conversions.
Retargeting: One of the biggest benefits of Facebook pixels is retargeting. Simply put, retargeting allows a business to identify people who have shown an interest in the company’s products and services, and create ads that target such prospects.
Creating And Using Facebook Pixels
Creating a Facebook pixel is an easy task. Just log into your Facebook Ad manager, visit the Facebook pixel tab, give the pixel a name, and accept the terms and conditions. That’s it. To install Facebook pixels on your website, visit the Facebook pixel tab once more, navigate to the ‘View Pixel Code’ option through the ‘Action’ menu, copy the code, and add it to the HTML of your website. In order to ensure that the pixel is installed correctly on your website, use the Facebook Pixel Helper extension on your Chrome browser.
Now, to use Facebook pixels to track conversions, you need to follow a few more steps. First, you need to decide whether you wish to track any of the nine standard events like search, add to wishlist, make purchase etc. or you want to create an entirely new custom event. For tracking standard events, visit Facebook pixel tab, click on ‘Create Conversion’ followed by ‘Track Conversion With Standard Events’. Copy the code and place it on your website.
For custom events, visit Facebook pixel tab, and click on ‘Create Conversion’ followed by ‘Track Custom Conversions’. Then, navigate to the ‘Rule’ section of the page and click the drop down menu. Next, change the ‘URL Contains’ option to ‘Events’ and select the custom event from the drop down menu that you wish to use as a conversion.
Finally, click on the ‘Choose A Category’ option from the menu bar in the ‘Category’ section and choose an option that matches with the event type of event you want. Finally, give the custom conversion a name, and you are good to go.
Using Facebook Pixels To Boost Ad Campaigns
You can use Facebook pixels in many ways to boost the exposure and sales of your business. Below, we will look at four simple ways you can use Facebook pixels to boost ad campaigns.
Build Followers: Imagine that you are a clothing company planning on launching a radical new clothing line aimed at young adults. Once your Facebook ad account is linked with the pixels, you can track people in the desired age group who have visited your Facebook page and create ad sets targeted at these groups, inviting them to sign up for your email list. You can also give a special sign-up discount to encourage people to join the list. This should be good enough to ensure that your ad campaigns have high conversions.
Target Interested Customers: You can also use Facebook pixels to track customers who have visited a specific product page and display ads to them so as to entice them to buy the product. For example, suppose that you sell health supplements. And the Facebook pixels identifies a person who has been visiting the 100-gram health supplement product page every day. This will essentially mean that the person is very much interested in that product. You can use this information to target ads to such people. And since they are already interested in what you are selling, a well-presented ad and an irresistible offer should help you convert a good portion of such prospects into customers.
Attract ‘Lost Customers’: Sometimes, certain visitors to your website will add a product to the shopping cart with the intention of purchasing it. But during checkout, they might stop from completing the process and abandon cart. This is essentially a lost customer. With Facebook pixels, you can track such potential prospects and present them with new offers on the product to bring them back and finish the purchase process. For example, if a customer has dropped off from purchasing an item worth $150, Facebook pixels can be used to track them and display an ad that shows them that they can buy the same product for just $120 if they make a purchase within the next 24 hours. Such tactics will help your business recover some lost sales.
Repeat Sales: For most businesses, it is far easier to sell to people who have already bought their products compared with newer prospects. And Facebook pixels will allow you to fully exploit this. You can use pixels to track existing customers and then offer them additional complementary products at an attractive rate. For example, if a customer has bought an iPhone from your website, then you can use Facebook pixels to track them and offer them a Powerbank at discounted prices. By doing this, you increase the chances of repeat sales.
