09 Jan Stop Boosting Facebook Posts Immediately!
Move your cursor away from the boost post button immediately! Unless you want to waste your money.. then go right ahead.
Think about this;
When fishing, a fisherman just doesn’t trawl the wide open ocean for fish at random and hope for the best. They are meticulous in their position, timing, systems and processes.
The same basic principles apply with facebook’s Boost Post button. If you boost your post, you are casting the net into a wide group of unqualified leads, and paying to reach people who may not be interested in your product or service. As consumers we have so much marketing and advertising to consume each day. From the 20 items you have abandoned in your shopping cart on ASOS.com to the click bait articles from Mamma Mia!
To make an impact online and reach potential clients, it’s time you get familiar with the Facebook Pixel.
How to Use the Facebook Pixel
The Facebook pixel holds a lot of value for allied health businesses. It offers three core functions to help you get a better return on investment.
Website Custom Audiences
Website Custom Audiences are how Facebook helps you retarget website visitors. If you have the Facebook pixel installed, it will track the movements of any visitors on your website who are simultaneously logged into Facebook. It will record which pages on your site they visit, which pages they don’t visit, and when they visit. Using this data, you can advertise to very targeted groups of people.
To be clear, Facebook doesn’t let you choose a specific website visitor and advertise to them. Instead, you can advertise to groups of users (website custom audiences) based on shared behaviour. A few examples include:
- people who have visited your website in the past 24 hours
- people who have visited your website in the past 180 days but have not been back in 30 days
- people who have visited a specific page on your website
- people who have visited a specific page on your website but not another specific page.
You can define Website Custom Audiences based on which pages they did or did not visit, and by when they visited your website. You can choose a timeframe of between 1 and 180 days.
Audiences are created independently from ads. Once an audience is created you can choose when to advertise to it and which ads to use. Or you can let it percolate for future use.
2. Custom Conversions
One of the most exciting parts of the new pixel is the ability to create Custom Conversions the same way you create Custom Audiences. A Custom Conversion is created by selecting a completion page and naming the conversion. Typically the completion page is some kind of thank you page. For example:
- Thank you for your booking, your appointment is confirmed.
- Thanks for signing up, you’ll receive your first email from us shortly
- Thanks for your comment, here’s your free download
This means that you can create Custom Conversions independently of your ads, and then choose when to use them in the future.
Because the new pixel already fires on all your website pages, it can easily track when someone visits a completion page—especially people who have clicked on your ads.
You can also choose the type of conversion, such as “Purchase” and add a monetary value. For example, if you create a Custom Conversion that tracks visitors to an ebook download page, you can include the cost of the ebook. This feature will help you figure out if your ad campaigns are profitable. If you charge $20 for your ebook, but you’re spending $25 for every purchase that comes from Facebook ads, you’ll probably want to make some changes to that campaign.
The interesting thing about Custom Conversions is that once one is created, it will be tracked for all your ads, whether you choose to optimize for it or not. All your Custom Conversions are always being tracked. At any time, you can create a report for one of your ads that will show the conversion rate for any of your Custom Conversions.
If you want to optimize your ad for a custom conversion, choose “Website Conversion”, type in your domain, and then select the one you’re looking for.
The drawback of Custom Conversions is that you’re limited to 20, and at this time, none of them can be deleted. If you’re tracking a lot of different completion pages, you could run into a wall. For that, you’ll need Standard Events.
3. Standard Events
Standard Events are an advanced feature of the new Facebook pixel. If you only use Website Custom Audiences and Custom Conversions, you’re in great shape. In the 80-20 of Facebook advertising, you’ll already be doing the simple things that have the biggest impact.
Standard Events function similarly to the old conversion pixels. You can create Standard Events with the new pixel, but much like the old pixel, they require a bit of extra code. One major perk of Standard Events is that they help get passed the limit of 20 Custom Conversions.
While Custom Conversions are tied to a URL (usually for some kind of thank you or completion page), Standard Events don’t need to be. Instead, conversions can be tracked by adding an additional line of the code to the page of interest.
There are nine conversion types you can use with Standard Events, each with its own line of code. This code will tell Facebook what to track, and will be inserted into the new Facebook pixel code—but only on the page you want to track conversions on.
Adding the Facebook Pixel to Your Website
The Facebook pixel works similarly to the old custom audience pixel. It needs to be in the head section of your index page so that it appears on every page on your website. No matter what page gets loaded, the pixel will fire and track where the visitor is.
First, if you haven’t already, you’ll need to create your Pixel. Start by visiting the Ads Manager. Once there, click on the Ads Manager menu and select “Pixels” under “Assets”.
If you haven’t created a Pixel already, you’ll be prompted to create one now.
Name your Pixel and click “Create Pixel”.
Your Pixel code will now pop up. In order for your pixel to work properly, it needs to be displayed on every page of your website. The best place to put the code is in the <head></head> section of your index page.
Scroll through the code and look for a string of 15 numbers. That’s your Pixel ID. Copy this number. If your website is on WordPress, then there are some great help options available.
Once you have installed the code on your website, click “Save” and you’re done! Once the code is installed, you can use the Facebook Pixel Helper to make sure it’s working properly.
Once you’ve verified it’s working, you’re ready to go back to the Ads Managers and start creating your own Website Custom Audiences and Custom Conversions.
Have you used the new Facebook pixel yet? Share ideas in comments!
Need some help? We offer facebook pixel set up and support in all of our digital marketing packages.