Why You Need a Facebook Pixel

FacebookPixel

Why You Need a Facebook Pixel

You decide to buy a new mattress. The first thing you do is pull up your favorite search engine (in this story, it’s Google) and you type in “Mattress Stores in Chicago”. You start browsing through some of the websites that come up in the search results and decide which stores you are going to visit this weekend in search of that perfect sleeping experience.

The day after this particular Google search, you’re scrolling through Facebook while sitting in the morning dread that is Chicago traffic on the Kennedy when you start noticing a new type of ad popping up in your Facebook timeline.

Mattress ads from stores in Chicago.

Wait, what?! How did Facebook know that you were on Google yesterday, clicking through mattress stores?! What hoodoo is this?!

Welcome to the Facebook Pixel.

What exactly IS the Facebook Pixel?

The Facebook pixel is a piece of invisible Javascript code that is placed between the <head> and </head> tags of your web page. By installing this single pixel on your website, Facebook now gives businesses the capability to retarget anyone who visits their website. This code allows you to build audiences for your ad campaigns within your Business Manager. You can build custom audiences for people who take specific actions on your website, such as visiting a particular page, adding products to their cart or even purchasing a product.

Do YOU need a Facebook Pixel?

Are you a business? Then YES.

It doesn’t matter if you are just a small business who sell services or a big company that sells products, every business can benefit from installing a pixel. Even if you are not currently running any ad campaigns, I highly recommend that you install the pixel, because that data will always be there waiting for you once you are ready to start targeting your ads.

Even if you are just a blogger who is starting out, you can use custom audiences to make sure that interested traffic continues to be driven to your site. And who knows – you may decide to sell something in the future, and this way, you’ll have your targeted audiences all set up and ready for you!

Examples of Custom Audiences

Here are some examples of custom website audiences you can easily set up once you have a pixel installed on your website. The beautiful part is that you only have to create these audiences once, and Facebook will update them moving forward. Facebook also gives you the ability to really get creative with your audiences, as they are not just out-of-the-box choices.

Here are two examples that I am currently using for some of my clients; the first example is for a supplement company (whose main target is to sell supplements) and the second example is for a blog on women’s fashion.

Website Visitors and Their Buying Habits

When creating custom audiences for businesses with online stores, I recommend creating the same audience type over a 30, 60, and 90 Day period. Keep in mind you are not limited to just these nine audiences; these are just staples that I recommend every business use.

After installing the pixel on your website, navigate to your Ads Manager and click Tools -> Audiences. From there, click the blue Create Audience button and select Custom Audience and then Website Traffic.

Facebook Pixel Custom Audiences

The nine recommended custom audiences are:

  • Website Visitors Last 30/60/90 Days
  • Website Visitors Last 30/60/90 Days Did Not Add to Cart
  • Website Visitors Last 30/60/90 Days Added to Cart

This is what it would look like in the Audiences dashboard in Business Manager:

Facebook Pixel Custom Audiences

Blog Visitors and Their Viewing Habits

Even if your website doesn’t have a store/cart, you can still utilize custom audiences to collect traffic information for future redirect ads.

The nine recommended custom audiences are:

  • Blog Visitors Last 30/60/90 Days
  • Blog Visitors Last 30/60/90 Days: Shoes
  • Blog Visitors Last 30/60/90 Days: Dresses

Just get creative and have fun with the audiences!

Additional Help/Sources: https://www.facebook.com/business/help/651294705016616

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