What is it, what is it for and why is it important?
In this blog post, we address a fundamental aspect for every web marketing strategy, going to better understand (or know for the first time) what the Facebook pixel is, how important it is to use and make the most of it and, above all, we talk about how to do remarketing via Facebook Pixel .
One step at a time.
What is Facebook Pixel?
Following the definition given to us directly by the Facebook platform, the Facebook Pixel is " a tool for collecting statistical data that allows you to measure the effectiveness of your advertising by giving you the ability to understand what actions people perform on your website ."
So let's get into the details:
Facebook is the world’s largest social media platform, with approximately 2.38 billion monthly active users (that’s right, 2.38 BILLION MONTHLY).
It is clear, therefore , how Facebook is still a point of reference not only for sharing news, but, above all, for creating marketing strategies capable of converting and bringing results.
Another consideration that derives from this is undoubtedly that a business, a brand or a private individual who wants to exploit Facebook for marketing cannot limit themselves to publishing non-sponsored posts as the organic visibility that the platform grants is truly minimal.
It therefore requires targeted sponsorships (obviously paid campaigns) to maximize results, and this is where we can start talking about Facebook Pixel.
We understand that the Pixel is a tracking and data collection system.
But the question is:
How does it work?
The tool to do this uses a string of Javascript code installed on the pages of our site.
The tracking code stores and processes data on traffic and actions performed by users on our site , learning to identify users who are more likely to perform certain actions.
Thanks to these features, Facebook is able to target advertisements to the segments of the public most interested in a given advertisement, based on their interests and behavior.
That said, let's make a list of things we can do with the Facebook Pixel:
Make sure your ads are shown to the right people: Find new customers or people who have visited a certain page or performed a desired action on your website.
Increase sales: Set up automated bidding to reach people who are likely to take an action you want, like making a purchase.
Measure your ad results: Learn more about the impact of your ads by measuring what happens after people see them.
Thanks to the pixel, you can track user behavior on the site:
who visits a certain page of our site, who becomes a new contact, who buys a certain product, who performs a specific action. In short, everything!
[this is why we must always remember to insert the Pixel code on each section/page of our website depending on the objective we want to record]
To quickly summarize, we could say that the benefits brought by the Pixel are the following:
• Be able to focus on a target user group
• Increase sales from FB
• Create detailed reports using data produced by the Facebook Pixel
• Quality > quantity
• Increase investment optimization
Having crunched all this information about the Pixel, let's first remember that being a code supported by an artificial intelligence it needs training.
As it is used and allowed to work, it will acquire more and more useful and precise information.
Secondly, we can finally move on to talking about Remarketing with Facebook Pixel.
Before we begin, it is important to clarify the difference between remarketing and retargeting:
Remarketing
Remarketing is a strategy used to personalize your advertising campaigns by focusing on users who have already converted with us (i.e. made a purchase).
In this way, obviously, it is clear to think about how much remarketing can increase the possibility of new conversions and the decrease in advertising costs, as it aims at a user base that we could define as "clientele".
Retargeting
Retargeting, on the other hand, is a strategy that focuses its resources on a user base that has already interacted with us , but has not yet converted.
With that said, it’s time to start talking about how the Facebook Pixel can be useful.
In a remarketing/retargeting campaign we have understood that our goal is to show an already interested audience an ad that pushes them to be even more interested in our product/service and then convert that interest into a purchase.
So users who see the ad you created already know you, are interested in your services and will be much more likely to interact with it.
With a remarketing campaign, you can dramatically reduce the interaction costs of your ads.
Now, therefore, we will focus on the technical creation of a Remarketing campaign with Facebook Pixel.
Step 1 - Custom Audience
First, of course, you need to create a custom audience that engages a group of users with a specific interest .
For example, we might create a custom audience containing everyone who viewed "product x" but didn't purchase it.
To do this, we could include in the targeted audience the people who visited the "product x" page (by copying and inserting the URL of the page) excluding all those who did not subsequently purchase, for example by copying the URL of the thank you page and inserting it in the "exclude" section.
This process is obviously useful if there is a different thank you page for each product, otherwise we would also exclude all those who reached the thank you page by purchasing other products.
Step 2 - Creating a listing
As a second step, obviously, you need to create the ad, in which we will add the previously created custom audience in the audience section.
Once you've set your daily or total budget and scheduled the start and end dates for your campaign, you can create your ad.
The audience is obviously dynamic, so it is good to know that it will fill and empty depending on the actions that users perform.
Step 3 - Management
Once the campaign is started, all we will have to do will be related to its management.
All of this, of course, depends on the responses that come from the campaign itself.
Having reached the end of this blog post, I can only ask you if you have ever used the remarketing strategy through Facebook Pixel, and if the answer is no, how useful this blog post has been to better understand the usefulness of the pixel and remarketing through it.
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