06 Feb The Facebook Pixel
On any channel, you need to be able to track your advertising. It’s what makes Digital advertising so much better. This is no different on social media Where is your money going and how can you spend it better? Recently one of our marketing managers asked me how she is going to track her spend and grow her target audience on Facebook. Below is a summary of the answer I gave her.
Install the Facebook Tracking Pixel
Simply, all a conversion tracking pixel is, is a small snippet of code that goes in the header of the pages of your site and allows you to track your new customers’ behaviour on the site. Sounds great and that’s not even the best part.
As well as tracking customer behaviour and totalling up conversions, the data collected by this pixel can be used by Facebook to optimize your campaigns and to help you build a lookalike audience to target your ads. Sounds good, right?
It is as simple as putting one of the conversion-tracking pixels on your “thank you” or confirmation page, you’ll be able to track actions (like sales, etc) people take after clicking on your ad and measure your ROI.
Give Facebook the time to do its stuff.
The guys over in Facebook have been doing a good job of creating this tool and it can be very useful when given the chance to get going. So, in order to find the best results, try installing the pixel a couple of days or even a week before you run your first campaign to allow it the time to learn the types of people who are converting on your site and becoming customers. This is the case even if they don’t come directly from Facebook.
What can you do with this other data you are collecting, though?
Custom Audiences give you the opportunity to you to reach out to existing customers and try to convert them into Facebook likes. All you need is to upload your customer list with email intact into the Custom Audience Tool and use them as a target for “Page Like ads”. One thing to say is to make sure you exclude current people who like your page. This can be useful to target your top customers with relevant offers and promotions.
You can then start to build on this strategy and create a custom audience based on people who regularly open and click your email marketing. This has shown some great results for eCommerce customers, just make sue they are relevant. Every brand has people who would die for it (or pretty close). They share the news, they show all their friends and generally spread the word about it the brand. It’s your job as a marketing manager to Identify them and being to encourage them. Reward them with exclusive offers or a chance to be one of the first to purchase items from a new line.
Growing your New Customers list with Facebook Lookalike Audiences
This is targeting people who have been on your site but what about new potential customers? With the lookalike audiences, Facebook helps you to discover new customers based on your current crop of customers information. These people are similar to them thus the theory is that they are likely to be interested in your products as well. In Matrix, we have found that Lookalike audiences are usually one of the highest performing target groups for finding new customers.
It is simple to create a Lookalike Audience but first you need the above mentioned Custom Audience to base it on. However, there is another way. You are able to build an audience from your Facebook Fans or data from the conversion-tracking pixel.They will utilize Facebook’s algorithms to discover potential customers with similar behaviours and mindsets to your customers.
So a couple of complex pieces there I know but if used correctly, they can be very effective.All of this can be done in the Facebook Business Manager which has been causing a bit of hassle for agencies but is great once you get it right. I am very interested to hear how you use the lookalike audiences as well as custom audiences. Tweet me and let me know.