I’m just going to come right out and say it - if you are running Facebook ads and don’t have the Facebook Pixel installed… stop. Turn off your ads right now.
The Facebook pixel is literally that important.
If you are reading this and an agency is managing your Facebook ads, but aren’t sure if they have installed the Facebook Pixel first… ask them right now. If they say no… fire them. Because they don’t know what they’re doing.
No business should be running Facebook ads without first installing the Facebook pixel. And, if you are considering running ads in the future, now is a good time to install the pixel so it can collect the data you’ll need to run profitable campaigns later.
What is the Facebook Pixel?
The Facebook pixel is a little piece of code that you install on your website (not much different than Google analytics code). This little pixel will track any visitors to your website and pull that data into Facebook for you, so you are able to target those people (or people just like them) with ads.
The Facebook pixel will open up a whole world of marketing to you.
Ultimately, the Facebook pixel will reduce the cost of your Facebook ads by sending your ads to targeted audiences who are already familiar with you and likely to buy from you.
What are the benefits of the Facebook Pixel?
Did you know that the average person takes about seven touches with a company or brand before they’re actually ready to make a buying decision? This is why retargeting potential customers that have already shown an interest in your product or service is so important to the success of your Facebook ads.
Retargeting is an incredible feature of Facebook ads, and ultimately Facebook ads can be so powerful for your business. It basically means that you can use the Facebook pixel to reach people AGAIN, after they’ve already performed some action on your website. Retargeting is what takes customers from that “brand awareness” campaign of just getting to know you all the way to becoming a customer.
Here are some ways you can use retargeting in your campaigns:
1- Retarget all website visitors
With the Facebook pixel you can choose to run ads to only people who have visited your website within the last 180 days. Or the last 90 days. Or the last 30 days.
2 - Retarget visitors of a particular page of your website
Not only that, but you can specifically target people who visit a particular page on your website. So, if you’re a realtor, you could send an ad to a person who has already looked at a particular listing on your website with a similar listing that they may be interested in. This is just the tip of the iceberg, honestly.
3- Retarget visitors who did NOT sign up for your email list (& exclude those who did)
Say I run an ad to a page that has an email signup on it and someone clicks the link to the signup page. This person is now “pixeled” so you know they had the opportunity to sign up.
But the coolest part is that if a person signs up for your email list offer, they fill out the form and they go to a “thank you” page. Right? Guess what? Pixeled again.
All you have to do is put this information together for Facebook. You can target people who visited the signup page, but did NOT visit the thank you page.
Run an ad to this audience further explaining the benefits of signing up. Or, give them a different offer than the original. Or, change up the ad copy and speak to them in a different way. Suddenly you are converting people that already seemed like they were goners. It’s low hanging fruit.
Added benefit? Because you’re getting so laser focused with targeting, you’ll stop wasting money on ads that are showing to people who already signed up. This will improve your click through rate and reduce the cost of your ads.
4- Retarget visitors who left an item in their shopping cart
Imagine using this on a product page. Target only people who abandoned the cart in the checkout. Remind them to complete their order in a Facebook ad meant just for them. Or, sweeten the deal with a 10% off coupon code that they can use right now on that product hanging out in their cart.
This is the power of Facebook ads — done right.
The pixel is the secret to cheaper ads
I’m sure you’re already convinced that all of this matters. But, I’ll spell it out: the Facebook pixel will lower the cost of your Facebook ads and increase your conversions at the same time.
If you are retargeting your leads, the cost of Facebook ads goes down. Like… way down. The ad is much more relevant and it’s more likely to attract attention, which means that it’s easier for Facebook to get you the conversions that you are looking for. Facebook will reward you for having proper targeting and a solid message that’s converting. How do they reward you? With a cheaper cost per click!
The biggest secret about Facebook ads
Want to know the biggest secret about creating low-cost Facebook ads? It’s literally so good that I can’t even post it on this blog. But, if you shoot me an email I’ll tell you right now.
Just write to Amy at firstname.lastname@example.org with a subject line of “pixel secret” and I’ll get right back to you.
So, like I said earlier, if you aren’t using the Facebook pixel and aren’t re-targeting your audience based off that information, you need to stop your ads and install the pixel. If you aren’t sure how to do that, I’ve created a course that guides you through it step-by-step.
If you need someone to do this for you, ask your current ads manager or web developer. If you need help managing your Facebook ads, you can also contact me and I’d be happy talk to you about how we can work together.
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