As some of my regular readers will have gathered by now, I do marketing. I do all areas of marketing and PR, but my specialism is Facebook Ads. I train people, run events, and manage campaigns.
And so my blog content is usually driven by the challenges and opportunities I commonly encounter during my working week. And this week has been all about pixel. Because after various conversations at business events and with new prospective clients, it occurred to me that not many people knew it existed.
This entry is created for newbie marketers (for you experts reading, yes, I know it’s a very simplistic explanation)
So….What is Facebook Pixel?
This is a set of code which is inserted into the back end of your website, which allows you to track the interactions of every visitor who clicks on your ad. Without it, you would be able to measure your Click-Through Rate (CTR) but you wouldn’t know what actions that prospect took on your website beyond the fact they visited it. Which isn’t very useful.
What actions can the Pixel track?
Obviously, you want to know if a purchase made on your website was a conversion directly resulting from your Facebook paid ads, but there are other actions you should want to track.
You may offer a free download to seduce customers and prompt email registration, and it would certainly be useful to know whether those ‘warm’ leads started their journey by clicking on your Facebook Ad.
Are your customers searching for more items on your site? Perhaps they arrived on your website after clicking an advert showcasing a black dress, searched for a bikini and ended up buying a pair of sunglasses!
What else can it be used for?
If you’re already familiar with Remarketing you’ll know that getting a second chance to drag a warm or hot lead across the sales line is a valuable tool.
Someone clicks your ad, browses your website, then realises their two year old is shaving their eyebrows off in the bathroom and thus sharply exits the site without checking out. So what an incredible opportunity it would be to show up in their news feed a few days later, gently reminding them about that kick-ass pair of stilettos they were marvelling at, before little Johnny nearly lacerated his eyeballs with his dads Mach 3.
Or someone may not have clicked your ad – they may have landed on your website via Google, a referral, Twitter, Linked In, a backlink, found you as a result of some PR you did, or was told about your site by a friend. They may never have engaged with you on Facebook at all. But everyone scrolls through Facebook and Instagram while they’re lying in bed, ignoring their other half, right?
So there they are, lying in bed, and up pops your ad shouting. “Here are those fabulous stilettos you left behind!”, they might even come with a 10% discount code to seal the deal the second time around.
How does the code get into the website?
For most business owners looking to DIY their own marketing, it is generally advisable to pay your web developer (or any web developer) a few quid to insert the code for you although if you want to try to do it yourself, there are some good free plugins for WordPress including ‘Insert Header and Footer’ and ‘Pixel Your Site’
I hope you have found this entry useful. We will be covering more of this in my upcoming events so it would be great if you could come along. We always have cake!