If you're a seasoned Facebook advertiser, this blog will be old news. However, if you're new to Facebook advertising or haven't dipped your toe in yet, you're going to want to know about the Facebook Pixel. Having this installed is a precursor to the next few blogs on advertising with Facebook.
So, what is it?
It is a small bit of code you place on your website. It basically tags folks who are logged into Facebook (And really, who ever logs out these days) and lets Facebook know where they have been (spooky right?!). The pixel is like a little sticker - let's say you run a store in the mall and for every person that walks through your door, you place a little sticker on them. At the end of the day, you now have a collection of folks with stickers who have been in your business and seen what you have to sell. This sticker is very similar to the pixel. It places a sticker on folks to have them 'tagged' so that, if you choose, you can specifically advertise to only the tagged individuals.
How do I get the Pixel?
Well, you have to have a Facebook Page First. So if you don't have that, you need to make one. And then use Facebook Business to register it as a business (trust me, this is important so that FB recognizes your page as a business and advertising rates and such change).
Once you've done this, you can then start using the business manager shown below:
Once you go to the pixel tab, you will be prompted to create your first pixel. The name does not matter to anyone but you in how you remember it. This first pixel will likely be the only one you'll ever need for basic Facebook advertising. There are others you can create specifically for certain instances, but that is in a later blog, not for those just getting started.
Great, I created it, now how do I install it?
Once you're done creating it, Facebook will give you a pop-up of a snippet of code to copy. Copy this and paste it somewhere like Evernote or Google Keep as you will want this code handy as you're bouncing around your website. If you already created it and didn't copy it, you can access it by going to the pixel tab and clicking on the name of your pixel. In the top right corner (as of this blog posting) there is a little button called Set Up. Click that, then choose 'manually install the code'. Scroll down to item #2 which is the code, copy that code and save it some where special. See the screen shots below:
So now that you have it copied, you go to your website and place it in the code for the header. For many, with Wordpress this can be done in the Edit Appearance Section of your website theme, it has a spot to place code for Global Header (this is the entire website header) - put it here. If you are like me and use Weebly you can go to the settings section, click on the left hand menu option for SEO and scroll to the header section and paste the code there (see images below).
Boom! Easy as that, you now have a Facebook Pixel installed on every page of your website that will tag each visitor so that Facebook recognizes who and what actions folks have been taking on you website. Great, bu what can I do with it? Boy, I'm glad you asked. Below are a great couple of first step options to get even the novice started on their way to advertising with Facebook. BUT:
Create Your Custom Audiences First:
This is the meat and potatoes of the pixel. It is why you even have a pixel to begin with. This option (if you scroll back up to the screenshot where we found the pixel to create it, under the heading 'Assets' you'll see an option for Audiences. This is where you will go to create your CUSTOM audiences. Check out the screenshots below:
There are lots of different custom audiences you can create, but we will be focusing, in this blog, on the Website Traffic as we just got the pixel on our website.
PRO TIP: You can specify as many, or as few web pages to include in the audiences you want to create. For instance, you can have one audience that includes anyone who has been to your website, OR you could create another one who has only been to one specific page (e.g. a sales page). Each of these audiences and the message in the ad you will create will be different. The beauty of this is that you can really dial down in the specifics to laser focus your message to the best customer out there, for cheap. It's changed the face of advertising. No longer are you throwing up a billboard to everyone, or paying huge fines for a magazine ad to anyone who reads the magazine, you can literally distill it down to ONLY folks who have seen specific content. How amazing is that?!
Some of my favorite ways to use the Website Traffic Custom Audiences are:
1. Remarketing/Retargeting - use this to retarget potential customers with a new message about the same product or service. For instance I use this to build off of a blog page - anyone who has read that blog is then presented with another blog via advertising of similar content. Then, anyone who has been to that second blog is presented with another blog or an offer. In this way, I can provide multiple touches to get the customer familiar with the business enough to build the trust to purchase. There are infinite possibilities when using this so start dreaming big things up in how and what you want your customer to see. You're driving the bus now!
2. Thank you Page - you can use this in a couple ways- first, to create an audience of folks who have purchased (folks who buy are much more likely to purchase again) to create another marketing campaign for. You could also use this same audience to create a thank you video to send out with you expressing thanks for their purchase (building more trust, and putting a face behind it). And, you can use this audience as an exclusion. Yes, Facebook has an option to NOT use audiences - that means if they have been to the thank you page, you don't want to include them in an advertising campaign for new customers (because they aren't new anymore).
3. Audience Refining: If this but not that. This is a fun one to use to create an audience that has been to specific pages, but not another one. When creating the custom audience, you have the option to include as many pages/websites as you'd like. However, if you want, you can include or exclude specific pages/sites as well. There is an AND/OR/NOT option when creating these audiences. You can create an audience for Blog 1 AND 2, Blog 1 OR 2, or Blog 1 but NOT 2. Each of these will allow a different size audience. The AND term reduces size but enhances specificity. The OR term broadens the audience (as only 1 or the options needs to be present rather than all) and NOT term focuses on audiences who need to be prompted to take action to the next step.
I could go on and on about this stuff. But really, once you have the pixel installed, start creating custom audiences and then running campaigns to them. The beauty of these audiences are they are now tailored for your needs and you can accurately create a custom message to each audience rather than a broad poorly customized message.
Eric is a working physical therapy business owner and full time therapist and clinician. He's been through it all. If you're looking for realistic tips, tricks, support, and a community of like-minded professionals and students to help grow with- this is for you.
It is my goal with this page to pass on my knowledge of business, clinical skills, advertising and marketing (Facebook, Google Ads, and more!) and life stories to help those wanting to grow their self skills, their business, or simply be part of a community of learners and leaders. Welcome to Sockdolager Work Company.
Eric is a Physical Therapist who owns his own clinic in Chandler AZ. He is the author of Breathe Better, a father to 3 awesome kids, and a husband to Ashley who is also a physical therapist.