Regardless of how ubiquitous Facebook is among users and businesses alike, there is an alarming amount of businesses who are not fully utilizing the platform's features – especially those that advertise on Facebook. Facebook back in 2015 unveiled an HTML conversion tracking code that helped businesses track users who’ve interacted with your website and Facebook using cookies. It has since been expanded on greatly and allows for incredibly rich insights on audiences to improve the effectiveness of ads and targeting, build lookalike audiences as well as remarket qualified leads! Facebook Pixel allows you to really drive down on what works and what doesn’t, based on A/B testing and using other tools like Google Analytics to see how users interact with your site.
Based on given data (i.e. email, DOB, age), inferred data (i.e. location), purchased data (Experian) and behavioral data (interests, likes, shares), Facebook allows advertisers to really define their audiences. It is truly remarkable how much data they collect – check out INC’s infographic. Whether this is an ethical practice is a debate for another time. Anyways, these features allow you to make your ads much more effective and personalized than any other form of advertising, including Google AdWords!
The premise is this, once you create your pixel and define what conversions you want to track on your website. You are able to build out audiences on Facebook Ad Manager and tailor ads to those audiences based on actions users have taken on your website. And since Facebook was nearing the 2 billion user mark at the end of 2016, chances are your website visitors probably have a Facebook account!
The best part, is that it is fairly easy to set-up! In fact, some eCommerce sites, like Shopify, have wonderful integrations!
If you have any questions or need help with social media and paid search advertising, do not hesitate to contact us!