The topic of the Facebook Pixel can immediately make marketers and entrepreneurs switch off. But don’t. This information is easy to digest and will help you get the most out of your Facebook and Instagram Advertising.
The Facebook pixel tracks actions people take on your website, landing pages, shopping cart or forms to help you measure the effectiveness of your advertising and deliver ads more effectively. Setting it up correctly in the order processing part of your website is crucial to campaign success.
After watching one of our training videos a successful entrepreneur contacted us to look at their ad campaigns. They have a fantastic business and are running ads on Facebook and Instagram.
The audit showed they had good levels of engagement and reach from their adverts yet the traffic was not converting at the numbers they wanted. A common issue for most businesses. Each new campaign they launched would make some progress yet die off quickly or like lots of other businesses they were unsure why a certain campaign was not converting at all. The cost and time they were putting in was making it almost not worth running and they were close to just turning it off altogether. Another common theme we see with frustrated entrepreneurs and managers where Facebook & Instagram ads are not working for them yet everyone around them seems to be having success.
Looking into we discovered the Facebook pixel was not setup effectively in their cart which stopped them from being able to target people further along in their buying journey. So their adverts were not being delivered to the best people, likely to engage with their ads and progress to make a purchase. This resulted in their campaigns having a high average cost per click and cost to acquire a new customer. This is also very common and often what we spot on existing campaigns.
Making the necessary changes has meant improved retargeting process which has dramatically increased orders. This has given better quality data to Facebook so they are delivering the adverts to more qualified buyers. increasing profit and dramatically brought down the cost to acquire a customer.
Here are 3 reasons you need to have your Facebook ad pixel setup correct:
- Make sure your ads are shown to the right people, on the right devices at the right time. This may seem obvious but there is no guarantee your ads are going to the best person most likely to purchase from you if not setup correctly. This is very common and costs businesses lots of money in wasted advertising.
- Build effective advertising audiences – this is critical to the success of your campaign. A pixel running incorrect will amplify the number of wrong types of people seeing your adverts because Facebook is confused. Done right decreases your cost to acquire and has your website working like a sales machine.
- Better evaluate your return on ad spend – by more precisely attributing online behaviours to your Facebook, Instagram and Messenger adverts means you will be able to see which campaigns are bringing in sales.
The pixel guides your ad targeting, remarketing, conversion measuring and sales strategies such as only displaying brand awareness campaigns to people who’ve never visited your website or retargeting people who’ve abandoned online shopping carts. Key to success of your campaigns.
If you are finding your campaigns are not achieving the results you expected then watch this training video www.arrowdigitalagency.com to find out what is working today and join those crushing it online.