Are you running Facebook ads but not seeing sales? We’ve all been there. But you don’t have to get stuck there. Today I’m going to tell you about a powerful tool that can take your Facebook Ads to the next level with Facebook Pixel.
I’ll tell you:
- What it is the Facebook Pixel
- How does it work?
- How can it drive traffic to your store?
But before that, I’m going to show you how to set up a Facebook Pixel. Facebook Pixel is a powerful analytical tool. It comes in the form of a code which you place on the backend of your website -sounds simple right? What the code does, however, is anything but simple.
Let’s set up our own Facebook Pixel so we can get to know how it works. Let’s start by going to the Facebook business manager page.
Here we have our dummy facebook business account. Move your mouse to the top left of the page and click the business manager tab we can find the Facebook Pixel under measure and report right there in the middle where it says Pixels. We’re headed to this page our window may look different because we’ve created a few Pixels already.
You’ll see a green button that says create a Pixel. Click that, now we both see this pop-up which means we’re almost done. We just have to give our pixel a name. We recommend giving your pixel a name that is linked with your business. Since we’re using a dummy account we’ll just name ours Sir Pixelot. We’ll put Sir Pixelot to work by simply hitting create.
The next pop-up shows us a few options for installing the Facebook Pixel. If you have a Shopify store, you can skip these options.
Your next step is even easier. Click cancel and go to the upper-left corner of the screen where you see Pixel ID. Simply click this to copy the Pixel ID to your clipboard.
Now let’s head over to our Shopify store. Click “Online store” and then “Preferences”. Shopify has made this incredibly straightforward you literally paste the Pixel ID into the field that says Facebook Pixel ID. Do that hit save and your Shopify store is now connected to your Facebook Pixel. So now that you’ve installed the Pixel.
How Does Facebook Pixel Work?
Think of the Facebook Pixel as a silent assistant on the shop floor. He’s watching every visitor and writing down what they do -as they move around the shop and browse your products. The assistant records all of his observations and then he hands his notes over to you.
So what exactly has your assistant or in this case the Facebook pixel recorded?
Well, there are nine key data points called events which the Facebook pixel records.
- Views Content
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Complete Registration
That’s a ton of data. So how merchants use this information?
Pro Tip: One of the best things you can do with your data is to segment your store visitors.
For example, you can create one group of visitors who completed the add to cart event but did not complete the purchase event. Let’s call them “Browsers”.
You can also create another group of visitors who completed the purchase event. These people have spent money in your store so we’ll call them “Customers”.
Thanks to the Facebook Pixel you can stay in the minds of your browsers and your customers with Retargeting ads. Retargeting is a cookie-based technology that uses simple code to follow your audience around the Internet. A retargeting ad is an ad made specifically for these groups. The groups who have come into contact with your Facebook Pixel will see your retargeting ads when they browse online. This is true whether they’re browsing on Facebook or on sites that fill their vacant media spaces with Facebook ads.
With your Pixel data, you can create hyper-targeted ad messaging based on what you already know about your target groups. So let’s take the spenders group as an example. You already know that they’re willing to buy from your store so it makes sense to advertise a new product to this group. But leads, the group that didn’t buy anything from your store might be indifferent to a new product.
No problem. With retargeting you can create different ads for leads. This ad might announce that the product they were looking at last week has been reduced by 25%. That’s a much more compelling offer for this groupHow can it drive traffic to your store?
But wait the Facebook pixel doesn’t stop. There one of the coolest things about the Facebook pixel is that it enables you to show ads to people who would probably like your store. These are the people in the called look-alike audiences.
For example, if all of your customers are men from the east coast between the ages of 35 and 45 who like travelling and the outdoors, Facebook will find other people who have these characteristics. In other words, Facebook looks at your shoppers and then finds other people who look like your shoppers hence look-alike.
To summarize, the Facebook pixel is a clever easy and effective way to boost your marketing strategy. It allows you to get your ads in front of the right people with the right message. But there’s one important thing to know, using the Facebook Pixel doesn’t guarantee sales. Nothing does. Everyone has to roll up their sleeves, experiment with marketing tactics and use every resource possible to get their sales numbers up.
Muammer is a Marketing Analytics Manager at Turkcell. His mission is to empower entrepreneurs and to help them achieve their goals. He also has a passion for illustration.