If you’ve ever had an old TV with a dodgy and non-functional pixel, even if it’s in the corner of the TV screen – you know how frustrating it can be when watching your telly.
You can’t look away.
You keep focusing on it.
It keeps drawing your attention from what really matters, and before you know it, you’re just staring at one tiny pixel, and don’t even know what you’re watching any more.
You wouldn’t think that one tiny pixel amongst thousands, would be so encompassing and annoying.
But it is.
Well, if you’re doing Facebook advertising, and don’t know what the Facebook Pixel is – you’re committing the 1 mistake, the cardinal sin, the big bopper of big daddy’s, about Facebook advertising.
And that tiny pixel, is critical to any success you have advertising on Facebook.
There’s something absolutely terrifying about Facebook advertising the first time you run a promotional campaign — especially if you are pumping dollars into the platform of choice for many businesses – and not seeing any return.
Like that one time you had a great promotion and ran it for a few weeks. The ad got some great engagement in a satisfying, but not really seeing any return kind of way.
That is the precise reason why I love the Facebook pixel. It manages to identify what your ideal conversion is – based on what your campaign objective is trying to achieve, and will report on how successful that objective was, i.e. how many conversions were made – from your Facebook advertising.
The Facebook pixel allows you to place a single pixel (which is essentially a piece of code) across your entire website to:
- Report on multiple device conversions: You can see exactly how your customers are moving and acting between devices before they convert.
- Optimise delivery to people who are likely to act: You can ensure your ads are being seen by the people most likely to take whatever action you have prioritised and want them to take, like purchase a product or fill out a lead generation form.
- Create & build audiences for website visitors to retarget: One of our favourite features is to create Custom Audiences, that is, those people who take specific actions on your website, like visited a product page, added to cart or purchased a product – or even your Mailchimp database if you have one!
- Create Lookalike Audiences. You can find more people who act, look, and behave, similar to your best customers.
- Run dynamic product ads. You’ll be able to create ads for people based on the products and pages they have visited on your website.
- Access Audience Insights. Provided your website audience traffic is large enough, you can get valuable insights about the people who visit your website which helps you optimise and improve your website.
There are many businesses that we work with, that are doing Facebook advertising and haven’t included the Facebook pixel in their web site code.
The frustrating thing is – it’s not hard to get! Plus, you don’t have to have an in depth knowledge about coding or IT to get it and put it in your site.
If you don’t have a Facebook pixel just yet, it’s straightforward to get it. Just follow these steps:
NOTE: You can only create one Facebook pixel per ad account. So, if you already have one, you won’t see the Create Pixel button or be able to get another one.
- Login to Facebook Business Manager
- Go to the Pixel section
- Click Create a Pixel
- Enter your name for your pixel. Remember, there’s only one Pixel for your Ad Account, so make your name applicable for your Business Ad Account.
- Click Create a Pixel
And there you go!
You’re now halfway there in avoiding the 1 critical mistake many Facebook advertisers make. If you’re tech savvy you can install the code yourself, or if you have a developer you can email it to them to install on your site. Installing it doesn’t take long, can be fairly straight forward, but there are a few things to look out for.
In our next post, I’ll detail exactly how to install your Facebook Pixel onto your site to make sure that you have avoided the cardinal sin of any marketing activity – not reporting your activity.