Unless your Facebook advertising target audience is your mom, your Facebook fans are coming to your page once. If Mom is very active online, she’ll tell her bridge club that you have a website and she’ll let you know when Gladys down the street reads your latest article and posts it on “her Facebook.”
That’s not to say Facebook is the realm of only the older generation. Snapchat, Meerkat, Periscope, and Twitter may be the current hangouts of younger buyers but as the population ages, more and more people with dispensable income are claiming Facebook as their Social Media home. Facebook remains the largest of the social networks and as it has determined the Google empire is its chief rival, Facebook is here to stay for a long time.
If you’re not pixel savvy, Mom’s bridge club may be the best network you can leverage but, Facebook, through its conversion tracking, has made it pretty easy to link website visitors and their Facebook activity and allow you to efficiently direct your Facebook advertisement dollars to your website visitors.
The power of the Facebook pixel lies in creating custom audiences and advertisements directed to them.
With Facebook’s advertising Power Editor, you can create ads directed to Custom Audiences based on your buyer personas. This allows you to keep track of all advertising efforts in one place and direct those efforts to your targeted audiences, which reduces your ad costs.
Within the Create Audience menu, you’ll want to tell Facebook to target users based on the specific pages of your website that they visited. Facebook will generate a Website Custom Audience of all website visitors by default but, you can specify an audience who visits certain pages if you so choose.
The most common type of Custom Audience you’ll want to create (other than for All Visitors) will be for specific pages.
Facebook will generate the script (code) that you need to embed in the various pages of your website. You can set the tracking time of your pixel according to the amount of traffic you are receiving on your website so your custom audience remains relevant to your marketing and sales efforts.
Based on your business, you’ll want to create specialized pixels for tracking visitors. Specific landing pages like sales pages, product pages, email sign ups, or thank you pages may all need specific pixels to track traffic and conversions in addition to your more general, website visitor pixels.
Monitor Your Conversions
Once you’ve created your pixels and placed them in your website code, you can measure the effectiveness of your Facebook advertising dollars through the Conversion Tracker in the Manage Ads link of your Facebook Page.
By directing your Facebook advertising dollars away from the portion of your audience who has already purchased your product or service, you can maximize your ad spend and keep your sales and marketing funnels full at a lower cost.
Facebook advertising should be a part of your overall marketing and sales strategy. It just should.
If Facebook pixeling sounds like something you need help with, contact us here. We can help. We do it for others and make conversions for them.