Earlier this year, Mark Zuckerberg announced a huge overhaul of Facebook’s News Feed algorithm. Facebook announced that they will start to ‘prioritize posts from friends and family over public content’. They go on to confirm that ‘we’ll show less public content, including videos and other posts from publishers or businesses’. What does this mean for businesses who want to tap into the Facebook audience? It means that if you want to get your business in front of a targeted audience on Facebook in 2018, advertising is likely to be the best option. In this post I will give an overview of the Facebook Pixel and highlight how it can help your business advertise on Facebook.
What is the Facebook Pixel?
The Facebook Pixel is a piece of code you can install on your website that measures how effective your Facebook advertising campaigns are. Once set up, you can track how users interact with your website after they click on your ad.
Why use it?
If you have a store the Facebook Pixel will allow you to measure how users interact with your website and if they complete a purchase. You can then set up remarketing campaigns to target those users who clicked on your ad but didn’t convert. This can be a powerful way of boosting sales. The Facebook Pixel can also track other conversion events such as when a user completes a form or arrives at a specific thank you page. Once it has collected enough data, the Pixel will allow you to bid specifically for conversions on Facebook. This bidding strategy means that Facebook will prioritise showing your ad to users based on how likely they are to convert. If you have the Facebook Pixel installed on your website, you can manually bid to specify how much you are willing to pay for each conversion. This is a powerful way to bid and manage how much you pay for leads and conversions through Facebook.
A Success Story
According to a recent case study published by Facebook, photobook company ReSnap saw big success off the back of installing the Facebook Pixel. They saw a 1,963x increase in turnover between September 2017 and January 2018 using the Pixel in conjunction with Lookalike and Custom Audiences. The case study states that: ‘ReSnap also used data from the Facebook pixel in tandem with Custom Audiences to create lists of people who would most value quality digital and printed photo products, and then targeted new ads to this audience. These audiences included existing customers and website visitors who had clicked through from a Facebook ad but had not made a purchase.’ The case study goes on to confirm that, once established in their domestic market, they were able to create Lookalike Audiences to expand the Facebook campaign in international markets.
How do you use it?
The Facebook Pixel is installed on your website by inserting a piece of code into the header. This code then sends pieces of information back to Facebook. It runs in the background and there are tools to check on the health and status of your pixel once it has been installed. At Kemp Marketing we are experienced in setting up and managing Facebook advertising campaigns. Contact us to discuss how we can help your business grow through Facebook.