I’ve had this question a lot from people lately, and so I thought it was a great time to revisit the basics of a Facebook Pixel.
Have you ever visited a website, only to visit your Facebook feed a few hours later with that business’s ads? You have been pixeled. You might not notice or not if it’s happened lately, but you will notice now.
“What exactly is a Facebook pixel?” Basically, it is a free tool that generates a code you can use to track visitors’ activities and then customize ad content according to their preferences. [Source: Website Planet]
The miss with some people who are installing pixels on their websites, is that they aren’t creating an actual audience with the code that they get back.
They have code talking to code, but that code isn’t being put in a bucket.
So that is the goal, to put these people into different buckets. And each bucket is a different audience.
When I work with my clients, I put the audiences into website visits in a past number of days. An example would be:
WCA (Website Custom Audience) 30 Days: That means anyone in this audience has been to the website in the past 30 days.
It lets you advertise a little bit more direct, because you know that this audience has been to your website and knows your product. If you are a membership or subscription business, you can tell people that have been to your website in the past 30 days about your trust factors in your advertising. You don’t need to talk about the what of your business, they already saw that on your website. And we know that they visited your website. So, now you can give some testimonials (trust factors) in your marketing material – catered to that specific URL 30 day audience.
I do website custom audiences for 30 days, 45 days, 60 days, 90 days, 120 days and 180 days (the maximum). These are all different audiences that can have a different marketing message. You will need to create an online strategy around it all, but you will be a well-oiled lead machine at that point.
The other thing that can be useful with a Facebook Pixel is that you can identify an audience that has visited a specific page (or URL) on your website.
An example would be if you had a thank you page for your free product, you would create a custom audience using that specific URL and then you could capture that audience and start to market your paid product to them.
Keep in mind that the minimum custom audience is 100 people, according to Facebook. I haven’t ever used an audience that small, and I like to be at a minimum custom audience of 1000. And for you to get an audience of 1000, you need to have about 1300 visitors to your website. Because not everyone who visits your website will have a Facebook profile.
So you now see that you should have that Pixel on your website as soon as you can (as in yesterday) in order for the data to start marinating, for lack of a better word. That code just sits there, capturing your website visitors into an online net that we will use later on as an audience.
Once you have your custom audiences built and marinating, it’s time to start crafting those marketing messages!