In this guide, you’ll learn how to use the Facebook retargeting pixel to market to customers that have been on your website. You can choose to market those that visited one page but not another, or a particular page.
What a Facebook Pixel Is
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- Total Page views not just specific to the Facebook Ad Clicks.
Once you have the code installed, you are then able to take more actions on the visitors such as:
- Running more ads targeted at that customer (retargeting)
- Find Similar Audiences
- Optimizing – When you use the tracking code, the data then allows Facebook to get an idea of certain actions people take (such are register, purchase, etc.) and it will optimize the ad based on these actions.TIP -> You’ll use the Same Pixel for multiple websites.
If you are using the business manager and manage multiple accounts, Each advertising account will have one Pixel. You use the drop-down option when creating audiences to specify the URL you are building the audience for.
Retargeting Pixel and Ad
1.) Install Pixel on Site
2.) Go to Audiences and Create New Audience for This Website (All Visits or Choose a page)
3.) Once the Audience is populated, Click the checkbox at left and choose to Create Ad
4.) Create Ad that would appeal to the people visiting the website or Web page.
5.) In the ad itself, be sure to select the correct audience.
Using the pixel with audiences allows you to do several things.
- Exclude Current Customers – You don’t want to waste money by showing ads to current customers who already have a particular product or are already working your services. You can Create an audience of these customers and then EXCLUDE that audience when running an ad. This way, you only reach potential customers.
- Exclude Competition – Create an audience of your competitors. Next, EXCLUDE this audience from your ads as you know your competition is not looking to buy from you or hire you. Save money by not targeting someone who may click, but not buy!
- Find New Customer – You can create a similar audience based on an existing audience. Facebook uses insights and creates a similar audience based on this data.
- Remarketing – Each time someone visits your website and looks at a particular product or page, you can create a custom audience so you can later target that customer with a specific ad or message most likely to appeal to them. The more laser targeted your ad, the more likely you are to convert.
Go now to Create an Audience
When visitors come to your site, you’ll want to track their actions. These are called Events. When you are creating custom audiences, or using conversion tracking, you can use these events.
You’ll do this in order to:
- Re-engage a visitor by running a targeted to ad to someone that performed a certain action
- Find similar Audiences that could be potential customers
- Measure a particular ad to see how it converts to a particular action
- Optimize an ad for conversion of a particular event. your website, or optimizing your ads to result in actions on your website.
There are two major types of events:
- Standard Events – 9 predefined events that will work automatically for your custom audiences, tracking custom conversions and optimization etc.
- Custom Events – These are non-standard unique actions you would like to track on a web page to measure conversion such as someone viewing a particular page after they land on your ad page
When you use the pixel to track conversion, you are able to track ROI. In any marketing, tracking the return on investment is very important. Place the code on your site and track registrations, purchases, and add to cart.
Use the conversion tracking set up to optimize your CPM (Cost per impression) whereas you can show your ad to the most likely people to convert (based on Facebook data).
or go now to Create a Custom Conversion
More Help on Facebook Ads
- Facebook Retargeting Pixel
- Facebook Ads Campaign Budget Optimization Strategy
- How To Advertise An Open House On Facebook
- The Definitive Guide to getting a great Relevance Score on Facebook
- How to Create Facebook Custom Audiences for Retargeting