Using the pixel for advertising
Before we talk about the Facebook Pixel’s benefits for advertising it is important to note that these benefits increase the longer the Pixel is on your site. Many businesses assume that Facebook only collects information based on the people that enter your site via Facebook ads- this assumption is incorrect! Facebook collects information on every person that comes to your site, every person that becomes a lead, converts, or adds anything to their cart. This means that the longer the Pixel is on your site the more information Facebook will collect, so don’t wait, get your Pixel on your site ASAP!
Benefit 1: Conversion Tracking
First, let’s talk about the obvious bonuses of having a Facebook Pixel on your website. If you place the conversion Pixel on correctly, and run ads for conversions, Facebook will register what type of people are converting, which devices convert best, what time of day the ads convert, and which ads convert best.
If you are running an ad with the goal of having people sign up to your email list, if your Pixel is setup incorrectly Facebook will have no idea who is converting, or if anyone is actually converting. As a result, they will be unable to optimize the ads to get you more conversions. This results in Facebook advertising blindly to your entire audience and, ultimately, to your losing money.
In fact, if your Pixel doesn’t get a minimum of 20 conversions on a daily basis, Facebook will assume that something is wrong and will slow down the ad speed so that you DON’T lose money. As such, simply having your conversion Pixel on your “Thank You” page will save you money by allowing Facebook to understand how your ad campaign is performing.
Benefit 2: Retargeting
A huge portion of online marketing that a majority of businesses disregard is retargeting. It is inconceivable to consider that the majority of companies spend masses of money acquiring new customers as opposed to putting a budget into remarketing to existing customers. In comparison to a customer who has already gone through the process of learning about your brand, joining your email list, getting the free trial, and actually buying your product an individual who is currently unfamiliar with your company, is less likely to convert. So, as a business, you MUST retarget to your existing audience, unless you enjoy literally flushing money down the toilet.
With the Pixel installed on your site you can do more than just target people who visit your site. You can create different ad sets to target specific individuals based on how connected they are to your business. If someone has come to your site, whether or not they came through an ad, but he or she hasn’t given their email address, you can retarget by simply creating an ad setup in your Facebook ad campaign targeting website visitors excluding people who have already signed up. There is an example of this on the next page.
You can create this same type of targeting for people who have become leads; but have not yet added anything to cart, or someone who added to cart; but hasn’t yet bought in your store. This allows each ad to reach its target audience exactly where they are in your marketing funnel. Then Facebook will automatically move them over to the next set of ads as the customer progresses. This makes it so the customer is not shown the same ad after they convert.
Benefit 3: Lookalikes
Besides its abilities of tracking individuals who have converted and targeting your existing followers the Pixel can also target audiences that are similar to your audience. Many businesses struggle to create a persona, or identity, for their “best audience”, as they do not know who their “best audience” is. Imagine if, with three clicks of a mouse, Facebook could analyze your current audience and find individuals who behave similarly, imagine if you could find and target 2,000,000 individuals in America similar to your app’s users?
Lookalikes targeting allows you to target individuals you would never have considered, or found, otherwise by tapping into Facebook’s database.
What’s great about Lookalike Audiences is that you can create an audience to match individuals at different phases in your funnel. So you can create one that is similar to your email subscribers, one that that is similar to your paying customers, and one that is similar to your most active app users. As long as you can create an audience within Facebook you can use that data to create a Lookalike Audience as well.
The Organic Advantages of Facebook pixel
When most articles discuss the power of the Facebook Pixel they talk about it from the advertising side, but the organic power of the Pixel alone is a compelling argument to place the Pixel on your site. The reason why most people don’t talk about these benefits is because they simply don’t know that they exist.
Another benefit of the Pixel is that it gives Facebook the ability to understand the traffic on your site. Facebook uses this information to discern what types of individuals are viewing your site, how long they stay on a specific page, how often people convert, etc.
Since the Pixel is present on every page of your site Facebook can track which pages:
a) Get the most traffic.
b) Lead to the most conversions.
c) Are shared.
Using this information Facebook gives your site, and each individual page on it, an overall ranking based on the information that is collected. This ranking has a large impact when someone shares your site to Facebook because this ranking determines whether Facebook will show the post to the individual’s followers.
As a result, Facebook becomes aware of your site’s regular visitors and as such is able to increase the ranking of your links leading to more reach.
Let’s say someone liked your page months ago but has not shown much interest in your posts or site recently. It is likely that this probably resulted in Facebook removing your content from that individual’s Newsfeed. But if they landed on your site today, and your site was equipped with Pixel, Facebook would automatically begin showing them your posts again. This means that even if people are routed to your site via your email newsletters the Pixel will recognize their renewed interested in your business, leading to Facebook sending them your next few posts.
But it doesn’t stop there! If Facebook sees a large interest in your site they will want to give your content additional reach. So posts linking to your site (including your own posts) will get more organic reach.
This is an amazing way to boost your organic traffic. And the best part? This all happens without your ever having to spend money for reach on Facebook.