Put simply the Facebook pixel is your ticket to a whole new world of information and if you’re not using it then you could be missing out on a lot of new customers and ultimately… PROFIT.
That’s a little vague so let’s expand a little bit.
In the past if you wanted to send an advert out to promote your business you’d choose either a magazine, newspaper or radio show in your local area. To begin with this was great, you were able to put your message in front of your local audience and promote your services.
Then Facebook and social media came along and all of a sudden you were able to target not just your local audience, but people within it of a certain age or income etc. You can even target people based on a shared interest they might have (like golfing or sailing etc). This means your adverts are going to exactly the type of people you want to attract into your business.
Then came The Facebook Pixel.
Considered by many to be even more important than an email list, it allows us to take this targeted advertising one massive step further.
But, first we need to understand what the Facebook pixel is.
The pixel is piece of code that sits on your website and Facebook account to track who visits and what they do.
You can make sure you have a pixel by logging into your business manager on Facebook or if you currently pay a company to manage your website, ask them about installing the pixel, it’s very easy and they’ll have no excuse not to.
Can you already see how the pixel might benefit your business?
Say someone visits your website and reads a blog post about how your business was founded, the pixel stores this information and builds a saved audience of the people who have read that post. Now you know the backstory of your business is important to these people, you can create new ads on Facebook that reflect this and send them only to these specific people.
This means instead of sending out a general advert that you hope will appeal to everyone you’re talking directly to the individual’s interest.
Say another group of people got as far as your website’s booking page but didn’t sign up, you can send adverts to these people too.
The real beauty here though is not just that you can retarget these people but you know EXACTLY what to retarget them with. You’ll send different adverts to the people who nearly signed up compared to the people who read your about page because they are at different stages of the buying process.
For example to the people who were on your booking page you might send an enticing ‘new customer offer’ to give them that extra little push or you might send them a customer testimonial to show how valuable your services have been to someone else.
To the blog post people you might retarget them with a video showing them around your business and introducing the staff because you know that’s more important to them than price.
The Facebook Pixel removes all the guesswork from your advertising and allows you to put exactly what your potential customers want to see right in front of them.
The Proof: Case Study – MeUndies
MeUndies sells underwear online and wanted to boost their sales, particularly by converting people who had previously abandoned a shopping cart on their website.
To do this they installed the Facebook pixel and set up custom audiences. By retargeting people who had already selected their items with Facebook ads and different offers they were able to generate a whopping 6x return on ad spend!
So what do you think? Pretty amazing isn’t it (hint: yes it is!)
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