What is Facebook Pixel?
Facebook Pixel provides a second chance at recapturing your audience. One of the biggest problems that online business owners face is that many curious consumers will follow an ad to their website, maybe even add a few items to their cart, and then leave the page for some reason. Maybe they lost interest, or maybe they were distracted. Whatever the reason, these abandoned sessions represent a lot of lost opportunity for business owners.
Recapturing that audience is significant; this is an audience that has already demonstrated their interest in your products or services. Being able to reach out to them again means you have a chance at reengaging them and, ideally, earning their business.
But what is Facebook Pixel? It’s a tracking code that you put on your website. When people follow a Facebook ad to your site, that referral is tracked by the code. If those people then leave, Facebook allows you to retarget them. That is, you can run ads specifically targeted for those people.
Another benefit for marketers is that the Facebook Pixel can even help you target people who were not referred through Facebook. For example, if you ran a marketing campaign independent of Facebook, but you had put a Facebook Pixel on your landing page, then when traffic from that campaign hits your site and then goes to Facebook to check their accounts, your ad will show up for them.
Installing the Facebook Pixel on Your Website
Installing the Facebook Pixel is very straightforward and Facebook provides excellent instructions for a vast array of web technologies such as WordPress, SquareSpace, etc. In a later section I’ll go into depth on how to set that up, for but now suffice it to say that you go to your Facebook Business Page, look for the Pixel instructions, and get started.
However, after you have the Pixel installed you are not immediately ready for a retargeting campaign. Retargeting is all about re-engaging with your audience. So in order for a retargeting campaign to be effective, you first need to drive a lot of traffic to your site. You can do this with other Facebook Ad types, by posting consistent high-quality content on your page, in the groups that you’re a member of, in your own group, and by other online marketing efforts.
Once you’ve gotten a strong traffic flow to your site, then you should run a retargeting campaign.
Your Goals with a Facebook Pixel Retargeting Campaign
With other Facebook Ad types, your goals are pretty specific. Boosted posts are meant to increase your number of fans. Traffic campaigns are to generate traffic for your website. Lead campaigns are meant to get you email addresses. With a retargeting campaign, it’s a little different.
Your goal with Facebook Pixel Retargeting are two fold:
- To remind people why they visited you in the first place
- To attract people deeper into your website
Reminding People Why They Visited You
The first goal is pretty straightforward. However, the second one may bear some explanation. In a sense, many websites have two layers. The top layer is where you can find all the free content – blogs, articles, downloads – as well as the main website pages, such as “Home”, “About Us”, “Products”, etc. The top layer is meant to attract visitors, provide value, and convince them to make a purchase. It also encourages them to take some other action that would lead them to a revenue generating opportunity.
Attracting People Deeper Into Your Site
The deeper level is all about closing that sale. It’s the checkout page where users actually buy the items in their cart, or the Sign Up page where people enroll in a live workshop. This is where conversion actually takes place and where money is made.
The problem is that many people, while they appreciate the value provided in the top layer, never make it to the deeper level, and, therefore, never make a purchase. Maybe they were reading an article and got distracted, and closed their browser. Maybe they added an item to the cart, but weren’t quite ready to purchase yet. Either way, they’re gone.
Of course, that’s where Facebook Pixel comes in. It allows you to run an ad specifically targeting those people. For the article-reader you can run an ad that highlights another piece of content that they might be interested in. For the cart-abandoner you can run an ad highlighting another product, or offering them a discount on the product they abandoned. It allows you to bargain with the customer, and that’s what makes it so powerful.
Maximizing Your Results
In my experience, and the experience of many other Facebook Marketers, the best results of retargeting are found when you promote a landing page for a free offer. I highlighted a few ideas for free offers in another blog post, and you can re-use those same content pieces here.
The idea is to re-engage users in a way that is almost completely non-committal. You’re not asking for a sale, you’re only asking for an email address and you’re willing to give them something of high value in return.
The reason for this is that it expands the potency of Facebook Pixel. When you have a user on your email list, you have free access to market (or bargain) with them over and over and over again. You can carry on conversations, provide value, build up rapport, and earn authority and trust. Finally, when they’re ready, close a sale.
When to Break the Rules
There is, of course, one, very specific exception to this rule. If a customer has added an item to their cart, and then abandon it, you may find it profitable to re-advertise your product to them. You may even consider including a discount, in order to close the sale.
In this case all of you have already done your marketing. Your customer is already convinced of the effectiveness of your solution. But for one reason or another they backed out at the last second. In this situation it can be worth it to give it another go.
How To: Installing Facebook Pixel
- From your business page, click Ad Center in the top menu
- In the left-hand menu click All Ads
- At the bottom of your results, click Show more details in Ads Manager
- Click the hamburger menu, and select Events Manager
- In the left-hand slide out menu, select Connect Data Sources
- Select Web and click Get Started
- Facebook will then prompt you to select your web technology – such as WordPress, Drupal, SquareSpace, etc.
- Based on your selected technology, Facebook will provide detailed instructions on how to install Facebook Pixel on your website.