Well to be fair – ANY website! But if you’re running a WordPress website AND you are running Facebook campaigns, you absolutely should have the Facebook Pixel installed as part of a re-marketing strategy- and here’s why…
1. You can serve adverts to people who happen across your website
It might be from a google keyword search, or they’ve clicked a link from another site through to yours or perhaps happened across your account on Twitter or Instagram. If they hang around and like what they read, but what if they like what they read and forget all about your wonderful little website, services and products? They’ve gone forever… Not if if you have the FB Pixel installed.
Here’s an example of how you might use this audience:
- Set up a custom audience in Facebook Adverts Manager called “All website visitors”.
- Use the URL of your website in the URL field. (This will depend on if you have a stand a lone account or a business manager account)
- Select 180 days tracking (so anyone that has visited your website in the last 6 months).
- Hit save and sit back and wait for Facebook to populate your audience – doesn’t take too long!
- Set up an advert with your latest blog post.
- Use your new audience.
- Watch the engagement on your post compared to audiences you may have been targeting previously.
2. You can show people adverts that have previously shown an interest in specific products and services
By really delving down and using your tracking pixel to your advantage, you can show products and services to people who have visited specific areas or URLs of your website i.e. if someone visited a page on your site selling a piece of silver jewellery, you can serve them an advert for that particular piece of jewellery or similar pieces to entice them back to buy. Not only that, but you could serve them an advert offering a discount on the piece of jewellery or encourage them to sign up to your newsletter to get access to a discount.
Here’s how you might use this tactic:
- Take one of your most popular products/services or categories.
- Set up a custom audience, but this time use the specific pages or your website option.
- Select a lower day of tracking – maybe 30 days if it’s a physical product, more if it’s a service.
- Save the audience.
- Create an advert, carousel or perhaps an offer to send to those people now populating your custom audience.
- Set a small budget to test the reaction and conversions.
3. You can track conversions, leads, landing pages and more!
Want to know if your ads are REALLY working? By setting up a goal for your adverts i.e. conversion, sale, lead, page view etc. you can track exactly how well your adverts are working and the cost per conversion you are getting for your budget. Want to know how much it costs to add someone to your mailing list? Want to know how much it costs to get someone to make that purchase? The only way to know for sure is to use the Facebook Pixel on your website and set your ad campaign to track those conversions. (You need to make sure that you select the correct advert for your conversion too, if the goal of your advert is to make sales then make sure you select “conversions” when you set up your advert. If you want to make sure you’re getting people who are most likely to sign up for your newsletter then make sure you select “leads” etc.)
4. You can use the audiences you create to create “lookalike” audiences – invaluable!
Set up an audience to track people who get to your thank you page, or order thank you page – this way you will create an invaluable audience of people who have already bought your products or signed up for your lead magnet or newsletter. You can then USE that audience to create a “lookalike” audience – so people who are similar to those who are already your customers and are more likely to buy or sign up with you. And Facebook does all the hard leg work for you!
Now you’ve got an idea of why you should have the Facebook Pixel installed, some simple strategies you can use and how it can benefit your bottom line as a small business, you might want to dig a little deeper and come up with a more complex strategy to draw in interested parties.
Example 1
Sign up for a course/webinar
- Promoting webinar/course landing page to a cold audience.
- Advertise a related blog post/article advert to those who didn’t sign up but visited the page (acknowledging their interest and proving your authority on the subject with similar related article)
- Those people who visited the article page will then go into a custom audience that’s either “specific service related” and can be sent a lead magnet instead, which may then related back to the webinar or course you were originally promoting.
Example 2
Selling a physical product
- Promoting Wedding related gifts to a cold audience
- By tracking people that landed on this page to “browse” you could then show them specific products that may have been viewed by them on the website (have specific product pages being tracked or go one step further and create a product catalog).
- OR you could send an offer advert/discount to them to encourage the sale.
3 things you need to know and take note of before setting up some of the above:
- Custom audiences require AT LEAST 20 people in the audience, if your web traffic is low you will need much more for these tactics to work.
- If you don’t have a reasonable budget of say £5 per day and are able to run split tests (one or more adverts using different images and copy) your testing will take longer and possible cost more in the long run.
- Product catalogs can be set up using third party platforms Shopify, WooCommerce, BigCommerce and Magento.
N.B make sure you have the Facebook Pixel installed first to try and test ANY of the above. Need help? Get in contact with me today!
