If you are running Facebook campaigns – or even thinking of doing so – it is highly likely that you are looking to drive more traffic to your website and drive conversions.
Successful conversions in Facebook Ads can be monitored via Google Analytics. However, this is the extent of the visibility you will have access to regarding how users interacted with your website.
Using a Facebook Pixel will give you a greater understanding of what actions users are taking on your website, and re-target them accordingly. It will also allow you to greatly expand your audience in a highly targeted manner, allowing you to optimise campaigns for pre-defined conversions on your website.
Not using Facebook Ads yet?
It doesn’t matter. Just install the Facebook Pixel on your website and start collecting data as soon as possible. This means you will be ready to go when you decide to start running Facebook Ads.
Have you ever searched a website for a specific product only to be faced with adverts for the same product when you open Facebook or Instagram?
Let’s discuss a few different scenarios where Facebook retargeting can act as a powerful tool for your business. We’ll use an ecommerce website as an example:
a) A user visits your website and looks at multiple products, maybe even adding items to their basket, however they do not make a purchase.
This user has not made any purchases and so would not appear in your conversion data in Analytics. However, this user has actually completed actions with high purchase intent and is an extremely valued user for their potential conversion value.
This is where the Facebook Pixel shows its considerable value. Sitting quietly in the background of the website, the Pixel collects this user’s data and the actions they completed on your website and allows you to retarget them accordingly on Facebook.
A user added a blue jumper to their basket when browsing your website but exited the site without completing a purchase. Thanks to the Pixel, once this user open Facebook they will see adverts for the exact blue jumper they were considering buying.
You choose which actions on your website are important to you and retarget based on these actions.
b) A user visits your website and completes a purchase. Maybe at this point you consider the users journey to be finished as they have converted?
This is an extremely high value user with evidence of conversion value. The future potential for this user could very likely be repeat purchases.
The Facebook Pixel allows you to target those who have converted on your website with any content of your choosing. This could be a discount to draw them back to your website, specific products that they might have added but later removed from their basket etc.
Here the Facebook Pixel allows you to increase the conversion value of your customers.
2. Lookalike Audiences
After you have experimented with re-targeting using the Facebook Pixel, it is time to drastically expand your audience pool by using lookalike audiences.
So, what is a lookalike audience?
Lookalike audiences are generated by Facebook by looking at a custom audience you have already created and selecting individuals who are similar.
Let’s look at an example. You have created a custom audience which includes all users who have completed a purchase from your website. Facebook will now take this audience and created a new audience of people who are similar to those in your list. Whilst we do not know exactly which similarities Facebook selects when compiling these lists, we do know that from our own experience they provide excellent targeting audiences which perform extremely well in campaigns.
3. Optimize for Conversions
This last point is something which is often missed during the setup stage of ad campaigns. The majority of campaigns run of Facebook are either set up as traffic or lead form campaigns. Whilst these types of campaign are great for certain objectives, there is another type of campaign which is hugely overlooked.
Using conversion campaigns, you can create ads which are optimized for people who are likely to take a specific action on your site. You can optimise for purchases, page views, leads, and much more in order to match your business objectives. Optimising your ads for conversions will ensure that you are reaching the highest quality people with your Facebook campaigns.
In order to use conversion campaigns, you must have the Facebook Pixel installed on your website.
I think it is easy to see the value of installing a Facebook Pixel on your website given the significant audience insights on offer. The good news is that installing your Facebook Pixel is extremely simple and only needs to be done once. That means that once your Pixel is up and running, there is no extra work to complete on your behalf to unlock these audience insights.
Even if you are not yet using Facebook Ads, be sure to setup your Pixel now. Your Pixel will only start collecting data from the moment it is installed, it cannot be collected retrospectively, so it is a distinct advantage to start collecting your data as soon as possible.