I’ve been using the Facebook pixel for a few years now and there are two reasons why I like using it.
This won’t cover how to install the pixel but if you want to learn more you can click here to visit Facebook’s installation guide.
Website custom audiences and look-a-like audiences
User hasn’t been to the website? They will need more of an awareness message on who you are and what you do.
User has been to the website? If you want them back, retarget them and give them another reason to go back.
This is a very simple example but can help you use your marketing budget in an efficient way when you are just getting started.
Bonus: create a look-a-like audience from web traffic
Do you have a very popular page on your site that drives a lot of business or generates the most leads? If you are interested in targeting people on Facebook that are very similar to those people, Facebook has a way to create a customized audience based on similar qualities. It is called a look-a-like audience and as long as you have enough people in the “base” audience (the people that visited a specific page and use Facebook) you can create and then target this audience.
The benefit is that you are weeding out people that don’t fit your buyer’s profile and spending your money on people that are more likely to take the action you want.
Facebook is getting smart. And the Facebook pixel is helping them.
When you use a conversion pixel and then optimize your Facebook ads for conversion, it gives Facebook a chance to learn about who to target within your chosen audience.
Initially, you tell Facebook who to target and what action you want the user to take. As more people take that action, Facebook uses its algorithms to determine who is most likely to take action and then goes after this more refined group.
By narrowing in on the right people, the cost for conversion should start to drop as more of the “right” people see you ad.