pixel

Have you ever heard of a Facebook pixel? This past weekend I experienced one in action. I visited a website looking for a dress to wear to an upcoming wedding. I added one to my cart but did not complete the sale. Later that night when I browsed Facebook, an ad for the very website was shown to me. No, it wasn’t magic – this was the Facebook pixel. 

What Is Facebook Pixel?

The Facebook pixel is an analytics tool that is added to the code on your website. With this tool, you can bring back website visitors, or find new people who will likely make a purchase or become a lead. The site I visited for women’s dresses obviously had their Facebook pixel installed. When I visited the page, the pixel took note, and then that information linked to my Facebook news feed resulting in me seeing their ad. 

This tool connects your ads to people who have already shown interest in your site. It can also connect your ads to people who have similar interests as your website visitors on Facebook by creating what is called a lookalike audience. A lookalike audience is a target audience that has “looks like” your existing fans and customers based on information they have shared on Facebook.  This results in higher brand recognition and ultimately more sales for you! 

How Do I Install Facebook Pixel?

First, you need to create your Facebook pixel in your Facebook account. You will also name it. Choose the option to manually install then copy the code to your website header section on appropriate pages It allows Facebook to receive information from your website to customize your ads. You can then check the activity and create audiences in your Facebook Events manager. If you do not manage your own website, you can create the pixel and then email the code to your website managers and ask them to install the code for you. 

What All Does the Pixel Tell Me?

With the Facebook pixel installed, you can see what actions your customers are taking on your website such as which products they visited all the way up to a purchase. These actions are logged as events. By following their event journey, you can optimize your ad campaigns to reach the right people. These events help you to reach more people, reach the right people, and ultimately drive more sales to your site. The Facebook pixel creation is free and you choose what you spend on your Facebook Advertising. These two, along with a strong target audience, bring positive returns on investments for many business owners!

One of the most common methods of how people use the Facebook pixel is for retargeting campaigns. Remember how I added the dress to my cart and didn’t complete the sale that I mentioned at the beginning of this article? This is a great example of how you can use this data, what is called an abandoned cart, to shift the type of ads that are shown to potential clients. In this case, it was ads to remind me to complete my purchase!

I Need Help!

If you are not well versed in the website code world or Facebook Ad world then setting up your Facebook pixel may be intimidating. We get it. At Dogwood, we take the intimidation from you and just get it done. (We are the professionals after all!) We can also set up your Facebook Ads and manage them for you. We know you did not start your business just to spend all your time keeping up with the latest technology. You have more pressing things to manage. Let us do what we do best so you can do what you do best- managing your business!  Reach out today and let’s get a conversation started! 

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