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Facebook Retargeting guide: What are Facebook Pixels and how to use them

If you have been running Facebook ads, or if you stopped running ads because they didn’t give you satisfactory conversion rates, maybe it’s time for you to reconcile your Facebook advertising strategy. For startups and SMB’s, an extensive social media channel like Facebook is the perfect place to start with, but as aforementioned, low-conversion ratio is one grieve downside of social media marketing, and particularly of Facebook.

This is due to the fact that we aren’t using this social media platform to its full potential. If you have customers who visited your website, it’s no guarantee that they will buy from you during their first visit. They come to your website for price, quality and delivery modes comparison. But how you take these impressions and convert them into customers depends solely on you. 

Facebook gives you the option to run targeted ads to people who maybe interested in your product. But that’s not just a presumption. Facebook does let you have cookies of visitors so that they could be used for retargeting purpose. The company has addressed their leads conversion issue using this technique, but only people are using it.

So if you don’t know what Facebook Retargeting, check the following.

What is Facebook retargeting?

Did you ever visit a website and then later see it on Facebook? 

Well, this is retargeting. 

The website that you visited had placed a Facebook code on its website that saved cookies on your device. And even though you never bought the product, that particular website will have the chance to turn you into a customer. This strategy works for any size business.

Why should you use Facebook retargeting?

If you have been facing the trouble of low conversion rates even when your Facebook audience is growing, you have a great potential to retarget. But if you don’t, Facebook Ads is no less than an abyss for your marketing budget.

There is another reason. What would you do when someone visits your website because of your advertising campaign but never translates into a customer? Your potential customer is gone; your money-spent is gone too, and it’s never going to be recovered unless you try to win back your visitors. Retargeting improves customer engagement, conversion rates and even gets your more like when your visitors turn into customers.

What exactly are these Facebook Pixels?

To start with your first Facebook retargeting campaign, you would be required to have some understanding of codes that Facebook use to accomplish retargeting. You don’t need to learn code, but you would be required to learn how to use them.

For Facebook, there are two different pixels (codes) that are used.

Audience Pixel: These codes will let Facebook track who visited your website. This pixel is used for advertising purposes (this is retargeting). Take note that if this code isn’t added on your website, Facebook has no way to track who visited your website. An important thing to understand here is that you only get one pixel for an ad account. So if you have multiple websites, you will still be using the same pixel. But by providing the specific URL, you can get details about your audience specific to your website. You will be required to use a WordPress plugin called “Header and Footer” to place the pixel on your website.
This is how you can get started with the audience pixel. 
•    Open Ad manager in Facebook.
•    Click on “Audiences” in the left sidebar.
•    To create a new “audience”, click on the green button that says “create audience”, and select custom audience from the drop down menu.
•    Select website traffic.
•    Select “anyone who visits your website” option
•    Now name your new audience and copy the code.
•    Use the WordPress plugin to to your website.
•    Paste your audience pixel code provided to you by Facebook while setting up the audience. This code needs to be pasted into the <head> section of your plugin. 

That’s it. 

But if you want to further improve targeting spectrum of your campaign, you can target visitors that visit particular pages and not all of them. For instance, if your website has different products, you can make sure you are able to target the right visitors. Or if there were visitors who went back from your “Buy Now” page, you can also target them. 

The only thing that you need to change with the aforementioned process is select “people who visit specific web pages” instead of “anyone who visits your website”. After this, you only have to past the URL of the webpages that you want to target.

Conversion Pixel: These codes will let you track who actually turned into customers by tracking when someone signs up for your product. 

If the purpose of your advertising campaign is to improve page likes, then you can skip the conversion pixel code, but if you want to track your leads, see who signed up, and who bought your product, then you really need to use the conversion pixel. The best way to use the conversion pixel is to place it on the page where a customer is taken to immediately after the purchase. You can upload the Facebook Conversion Pixel plugin into WordPress and then find the plugin edit screen where you have to paste the conversion pixel.

This is how you can do it:

•    Click on the “conversion tracking” tab in your Facebook ads manager.
•    Click on the button that says “create pixel”.
•    Choose a category of conversion (checkout, lead, registration, etc.)
•    Copy the “conversion pixel code”
•    Post the pixel within on the WordPress.

The conversion pixel is also to be placed on certain landing pages of your website. If you use this tool carefully, you can precisely know which ad lead the visitor to a specific page.

If there is a little green dot next to the word “verified”, then your pixels are working.

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