Nowadays, the digital world holds a crucial role in the marketing success of a business. Especially because it relates to advertising, individuals devote most of their time to their screens than the outside world. This also means that now there is a shift in the way of getting the attention of people as a brand. And while Google paved the way for how people think about digital advertising, Facebook has now also emerged as a new and major player for the same.
Social media networks are important platforms for marketing strategy, even without an ad budget. For smaller businesses hoping to drive brand awareness and finally sales, however, putting effort towards developing a social advertising approach is key. The strategy is the focal word here though since directly developing ads that drive clicks to your website don’t always lead to the expectation of making a purchase. And at the end of the day, website traffic is only as important as the sales that come from it.
To get the bang for your buck with Facebook ads is through re-marketing. This means portioning follow-up ads to users who have already interconnected with your website, products, or other ads in ways that show high aim to purchase. Setting up this kind of flow needs to put up a Facebook Pixel (formerly known as the Custom Audience pixel) into play on your website. In doing so, your business will be able to generate ads that help bring back previous visitors to complete purchases, find new users of interest homogeneous to previous visitors, and initiate targeted offers on your website based on pages visitors have clicked.
Where exactly to start? Let us break it down below.
Create a Facebook Pixel
The first step in using the Facebook Pixel to help drive your social ad strategy is to, obviously, create it. When in the Business Manager mode for your Facebook page(s), navigate to Ads Manager and go to your Facebook Pixel tab. Pick the option Create a Pixel, and from there, you can give it a certain and relevant name. Note that you are only assigned one pixel per ad account, so pick a name that really suits your business. If you just can’t decide, note that you can also substitute it at a later date.
Facebook Pixel Code Activation
Unlike a simple PPC type ad, there’s some more advanced setup required when placing a Facebook Pixel on your website and getting it to surprisingly work. Meaning, it will essentially be a little bit of back-end coding. The two types of pixel code you’ll be working with comprise pixel base code and event code, which we’ll discuss later in this article. The pixel base code will pathway all activities on your website and dispense a baseline for your business to measure specific events that’ll trigger your Facebook ads. This code should be put up on each page of your website.
To install, cross to the Facebook Pixel page in Ads Manager and select Action and View Code. Copy the base code and paste it between the <head> tag on each web page. You can also paste it into your website header template if wanting to install it on your whole site.
Website Custom Audience
With your Facebook Pixel in place, it’s time to talk about divergent functions it can contribute to, in order to optimize ROI. The first one is in relation to Website Custom Audience, which allows you to retarget based on visitors to your website. It fundamentally tracks website visitors who are simultaneously logged into Facebook accounts and records when they visit and the different pages they cruise to on your site.
Information collected from this tracker allows your business to start advertising to more highly targeted groups. Your business can create ads on Facebook that will retarget to divergent groups of people who visit your website at various points. These groups are chosen based on their shared behaviors that are shown when on your site. As a business, you can’t select specific people, but you can define where to base the group. This means you can set a group based around a certain page of your website or visit dates.
Another function that works in concurrence with the Facebook Pixel is Custom Conversion, which fundamentally works like a landing page. You can create or select an completion page from within your website, and name the conversion connected with it. Usually, completion pages take the form of a “thank you” page, which is shown to customers when they sign up for something off your site.
Within Ads Manager, you are able to create multiple Custom Conversions for separate ads and decide when to use them at a later date. Another handy feature for ads built around these audiences is that you can pick a type or category of your conversion.
Lastly, this new advanced feature helps to better target conversions that result from ads run on Facebook and further aids in optimizing them. They work somewhat similarly to Custom Conversions but require additional coding on the back end of your website. Where Custom Conversions vital the URL for completion pages in order to function, Standard Events track off an additional piece of code on your website. There are nine divergent conversion types that can be tracked against, with each requiring their own unique piece of code, but with them, Facebook advertisers are better able to target visitors at aimed stages within the purchasing process.
Instead of always trying to target brand new users, focus to get repeated visitors to your website. By taking advantage of the traffic that’s already coming to your website, you can greatly decrease overall social ad costs.