You want to make the most of Facebook ads to boost business but aren’t using Facebook Pixel? You would need to change that now, and starting using pixel to make your ads work. Before that, you need to know what exactly pixel entails. Essentially, it’s code that is placed on your website and all the pages it has. When a pixel is placed, you can track, measure or build an audience for your ads on Facebook. The code for Pixel is provided by Facebook for you.
So, what are the functions for which Pixel is used?
- You can use Pixel to build a custom audience from your website and tap it for retargeting at every stage of the sales funnel.
- Pixel is a boon if you want to create FB campaigns focused on a single action that are high-converting.
- Pixel can also be used to track the performance of a specific campaign and see what kind of leads or conversions have resulted from a certain ad.
- Facebook Pixel helps you chalk out a strategy to understand what exactly works and what isn’t and therefore build your strategy based on the right kind of leads.
- One of the biggest advantages of Facebook ads is the power to create ‘lookalike audiences’, audiences who act in much the same way as a set of your customers. However, if you don’t have adequate customer mails or contacts, you can still create a lookalike audience with the help of behaviour targeting via pixel.
So, how does one find Facebook Pixel?
- Just check out the Ads Manager section, go to Tools, opt for Pixels. You can view the code, copy it and paste it on your website.
- If you are using the Pixel for the first time, you would need to create it and assign it a name. You can only create one pixel per account. You won’t be able to see the ‘Create Pixel’ option if you already have an account. If you aren’t handling your pages/sites on your own, you can even email your pixel code to your tech person.
- After placing the pixel on the site, you can work towards creating the kind of audience you want on Facebook. You can choose the time for which you can target the specific audience. Pixel goes a long way when it comes to helping you retarget your audiences.
- You can further add to the pixel by way of Standard Events or Custom Conversions. Both these options let you track and also optimize for some actions. Custom conversions is a less easier method, and may be useful if you are not exactly a geek who loves code! When it comes to custom conversions, you don’t need extra code unlike Standard Events. You can create it in the Ads Manager by using the URL rules. When it comes to Standard Event, you will need to add some extra code to the existing FB pixel on a specific page where you want to track conversions. Some of the Standard Events include actions like ‘Search’, ‘Add to Cart’, ‘Add to Wishlist’ among others.
With such sophisticated tracking mechanisms at your disposal, you will now know exactly what works on a set of audience and what doesn’t. With pixel in your armoury, you can create a convincing strategy to create the right messaging for the right audience.