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How to Use Facebook Advertising Pixels to Create High Converting Ad Campaigns

How to Use Facebook Advertising Pixels to Create High Converting Ad Campaigns

Ever wondered what you are doing wrong as a digital marketer ?

Did you know that you can increase sales and revenue by using the Pixel on Facebook ?

What is Pixel ? (…..it’s not a camera or the new Android powered phone by Google)

In 2015, we internally had strong predictions during our brainstorming sessions at Four and One that 2015 would be the year of the Great Pixel Land Rush.We had a strong feeling that  all display advertising will be retargeted advertising which is more useful and the Pixel will become even more valuable than the single click and regular call to action.

The trick that large advertisers and agencies follow is that they  buy up huge ad inventory which makes it very economical to afford to advertise for a long period. Google Analytics can do what the Facebook Pixel does, then why use Pixel ?

At Four and One, we have implemented several pixels for various clients and our recommendation is that if you as a brand are into e-commerce, you can make huge money by using the Facebook Pixel and retargeting the right audience who will most likely be interested in converting for you. Whenever we begin explaining about the Facebook Pixel, the first question we get is about the most important thing, which is the base of Pixel called CPP.

Yes, you guessed right. It’s Cost Per Pixel. How is it different from Cost Per Click ?

Cost Per Pixel is how much it costs you to send an online user to your website or blog (recommended is a juicy piece of content, such as a blog) in order to pixel them in. All in all, it is much more than a new metric compared to all other metrics in the Facebook Business Manager.

We are going to explain the different ways you can use the Facebook Pixel to create higher converting Facebook ad campaigns that will in turn generate revenue as well as increase sales that will change the face of your business.

3 Ways to Use the Facebook Pixel

Before we go ahead, let us shed some light on the three very important uses for the Facebook Pixel:

  1. Retargeting
  2. Optimization
  3. Tracking

To elaborate about all the three important uses, we have made a worthy and self explanatory note below.

Tracking

The Pixel on Facebook can be used to totally track how many times a particular event or action occurs for a respective period or even throughout.

Through a simple example, you can track how many business leads were automatically generated from a specific Facebook campaign or the number of products in a specific ad. The best way to track specific actions that have occurred as a result of your Facebook ads is by using Custom Conversions as per the screenshot below. Simplifying the words, "custom conversions" are supposed to customize the whole process of fetching and display the data just like the old conversion pixels on Facebook.

The Business Manager Menu on Facebook can be found here.

Business Manager - Facebook - Four and One

We would like you to make a strong note that you have to use Custom Conversions wisely since there are only 40 allotted per Facebook account. We are pretty sure that once the Custom Conversions are being used globally, Facebook will increase the allotted figure to suit the Facebook Ad Manager's needs.

As we have said earlier, you will want to use Custom Conversions to denote a special action such as getting a lead or on a product purchase. In order to do this, you will have to uniquely set up a custom conversion for the specific URL of whichever page people visit just after they use the action.

To lead with an example, say you want to effectively track leads, you will have to create a custom conversion that is based off of whichever page the user will visit after they feed in their information.Now, the only way a user could reach this page is if and only if they opted in with their information that was requested earlier. In order to create a custom conversion, you will have to click the “Create Custom Conversion” blue button thereafter by entering the URL of the success page you have successfully create your first ever custom conversion on Facebook.

Custom Conversions - Facebook - Four and One

As you can see above, once you enter your preferred URL, Facebook will also ask you to choose a category such as Lead, View Content among many other categories. Be sure to note that this does not affect optimization nor tracking. All you have to do is simply select the category that makes the most sense to you and your business. For example, I chose “View Content" because it makes sense to me since I want to track the number of people who are visiting my blog through a campaign. You will then be prompted to uniquely name the custom conversion you just created and to give it a value. If you are wanting to track purchases and the conversion has a real money value, feel free to mention that value.

Voila, you have created your first custom conversion! Hit us up a tweet so that we can engage with you to know how you feel about learning this new system of Facebook Marketing @fournadoneqa

Coming over to track results to a specific campaign, ad or even an ad-set ?

Things have changed now and you do not have to indirectly tell Facebook to track a custom conversion back to the source. While creating campaigns, you will have to make sure that you properly check the “track all conversion from my Facebook pixel” option at the ad level. Once you have successfully completed this, Facebook will assist you automatically doing the rest.

Pixel Tracking - Facebook - Four and One

Now, you want to know where to view the results of the custom conversion(s) that you created ?

You will have to simply click on the “Customize Columns” drop down button in the Ads Manager on Facebook when viewing your campaigns as briefly shown below.

Customize Columns - Facebook - Four and One

Thereafter, you select the specific custom conversions you want to track and they will now appear as whatever they were named by you during set-up. Great right ? 

Pixel Campaigns - Facebook - Four and One

Be sure to know that now, you will be able to track the number of conversions, the cost per conversion and the value (if you have set value for it) within all your advertisement campaigns.

Optimization

In order to tell Facebook exactly what you want, you can make the use of custom conversions.

When you start setting up a Facebook ad campaign, Facebook requests to select the objective of your campaign:

Marketing Objective - Facebook - Four and One

In case you are running traffic to something that is a simple action, like a lead opt-in or a course sign up, you should almost always remember to use the “Increase conversions on your website” objective.

Retargeting

There is still one last benefit of the Pixel which is creating re-targeted audiences. The Facebook retargeting audiences can be created under the  “Audiences” tab in the Business Manager on Facebook.

Audiences - Facebook - Four and One

To create an audience of people who have interacted with your Facebook pixel (any pages on your site), click create audience, custom audience, then website traffic, and you’ll find a plethora of options:

What you got to do first is, target anyone who has visited your website.You will have to keep in mind that if you have your pixel installed on numerous websites you can select those URLs/links from the easy drop down available.

Next, you will have to target people who visit the specific pages.

Lastly, you will be able to target people who visit specific web pages but not others which is pretty awesome. We use this method often to reach our goals and increase business on a weekly basis.

That’s it! You have just learnt about the basic of how to implement the Facebook Pixel. As you can see, if you have a business here in Doha, Qatar which is into e-commerce, lead generation and product sales as a whole then running an advertisement on Facebook without implementing the Facebook Pixel, is just a waste. You have to know how your potential customers react and why they don't.