Updated: May 14, 2020
Whether you're trying to grow your clientele and create leads, bring more customers to your business, or simply increase your overall traffic and sales, Facebook Advertising can explode your overall business growth when used properly. Throughout this post, I'm going to go over the key points on how to not only create a winning advertisement, but how to optimize it in the eyes of Facebook and the Facebook Pixel.
If you're reading this, I am going to assume you have already set up a business Facebook page, you've accessed the business manager, and you have an advertising account all set up (If you haven't done these three steps, simply do a quick google search on how to set each of them up). So you probably have a fundamental idea of what the Facebook Pixel is. For those who don't, the Facebook Pixel is a strip of code you can get within your business manager that your apply to your website. This code is designed to track visitors on your website, and through the power of Facebook it can track and acquire information regarding who your visitors are, where they are from, and even what their interests are- I know, creepy right?
Let me be very clear here, if you haven't set up your Facebook Pixel and you are already running Facebook Advertisements STOP WHAT YOU ARE DOING. I hate to say it, but you're practically throwing money out of the window. Take a step back, go into your business manger, and access the 'pixel' tab. Create a new pixel and apply the code to your website ASAP.
Why am I so keen on the Facebook Pixel? The answer is simple, the more you are tracking your website visitors, the better you chance of increasing conversion rates is. With the Facebook Pixel, you can actually optimize your Facebook Advertisements to target people who are most likely to view your content, add to cart, complete a form or registration, and even purchase. Not to mention you can create custom audiences, look-a-like audiences, and retarget your website visitors.
Setting Up Your Advertisement
The best way to setup a Facebook Advertisement is through the 'conversions' objective, as this is where the Facebook Pixel comes into play. On the Ad Set section of your advertisement, you will have the option to select which conversion event you want to optimize for. For example:
In the above image, we have optimized our advertisement for our target audience to 'View Content.' Notice how there is a green dot next to the View Content, if you ever see this as red in your Ad Set, you are NOT ready to run advertisements for this conversion yet. For example, if you have an E-Commerce website that you want to optimize for purchasing, but you haven't received enough purchases yet, then the Pixel will not be ready to optimize your advertisements for the purchase conversion just yet. Rather, you will have to start slow, as everyone does. In terms of your optimization, the process will almost always start with the view content optimization, and you work up from there.
You need to lead your audience from your advertisement to a high converting landing page- whether your goal is to get someone to 'opt in' and give you their email address, book a consultation with your, or purchase a product. Every-time your audience takes action on your landing page, the pixel will 'fire,' or in other words, recognize when this action has been taken. Once about 50 actions have been taken, your pixel will allow you to optimize your conversion advertisements for a new goal. Let's say your selling a product, from your View Content conversion advertisement, once you get about 50 consumers to 'add to cart' you will then have the opportunity to create an add to cart conversion advertisement. In case you were wondering, the way this works is all through the Facebook Pixel's tracking. Every time someone added a product to their cart, the pixel fired and gathered data surrounding this customer. Once enough data is collected the pixel learns who your best customers are, and therefore can start running higher converting advertisements.
** If you are completely new to the pixel, there is a good chance the conversion option of 'view content,' will not yet be available for your advertisements. If this is the case, don't fret. Simply start with the 'traffic' objective. Drive people from Facebook to view your landing page. Once you have received enough views (right around the 50 mark), the view content conversion objective will become available.**
As mentioned earlier, the Pixel also allows you to create look-a-like audiences, custom, and retargeting audiences. All of which have the potential to boost your conversion rates tenfold! We'll be sure to detail just how to do all of that, but that's for another post. Stay tuned, or subscribe to our email list to get daily tips and tricks.