Hello, everyone! As promised in the last article we uploaded a couple of weeks back, here are a few things you need to know about Facebook Pixel! We've added links too in case you'd like to do more reading/research. You're welcome. :)

FACEBOOK PIXEL

As a brand owner, sometimes it can be a little difficult to know if your ads are working right or being shown to the right people. Putting yourself in the shoes of your customers or rather ‘potential customers’, have you ever found yourself scrolling through Facebook when a really cool ad catches your attention and before you know it, you’re already on their website? Let us introduce you to the Facebook Pixel. Owned by Facebook, the Facebook Pixel is a code that is embedded to your website that links your website visitors’ onsite behavior to their respective Facebook profiles. This allows the social media platform (Facebook/Instagram) to retarget those individuals with the relevant ads that may be of interest to them.

The Facebook Pixel works by copying a code that’s given by Facebook and pasting it in the Header section of your website. For you to be able to track the movements on your website, you will need to paste different codes the pages which are relevant. For a brief summary of what Pixel can do, read on.  

To understand in detail how the Facebook Pixel works, check out this article.

INSTALLING PIXEL

To have the pixel working the way it should, you will need to download the Pixel App on your desktop. A code will be generated, and this will need to be placed in the header of your website. You can also generate other codes for different pages of your website such as the home page, the page where your products / services are displayed, the payment page and any other pages on your website that you’d like to track the movements of your audience.

You can tap on this link to get a detailed tutorial on how to install the pixel on your website.

RECEIVE INSIGHTS

Once the code has been installed in your website, you will be able to receive insights of the activities happening on your website. You’d be able to see where the traffic is coming in from whether it be Facebook / Instagram ads. This can help you better plan your next ad boost so you know where to maximize your budget.

Facebook Pixel can give interesting insights such as devices used, purchase by device type, user information, bounce rates, and revenue (as long as the Pixel is installed correctly).  One interesting thing about the Pixel is that it is able to track users through various devices such as their mobile devices, laptops or tabs -  so long as they are signed into Facebook across all their devices.

ANALYSE BEHAVIOR

The Facebook Pixel determines user behavior by what they do in the website such as adding an item to the cart, initiating a purchase, viewing product list and so on.

This information is important for you to analyze your audience behavior and your website compatibility to see what can be improved for your potential customers – it could be the shipping fee, the price point, the product itself or the layout of the website could be better improved. Perhaps if these changes were made to your website, it would work better with your audience.  
 
CREATE AUDIENCES

Facebook Pixel segregates your audience by their ‘’behavior’’ (pages they’ve visited). As such, if you’d like to target those that are interested in your products for an upcoming sale, you can create a ‘’lookalike’’ audience using the Events Manager under your Ad Manager account. You can read about it here.

It is through the Facebook Pixel that you are able to create custom or lookalike audiences and create ads that only targets specific audience that would have a stronger interest in your brand.

You can read more about it in our previous article.

REVIEW EVENTS

A Facebook Pixel helps you organise your events effectively. It makes it easier for you to also review your conversion from each event, while allowing you to determine your optimal advertising strategies.
 
If you’ve missed our previous article, do have a read to get a better understanding on Lookalike audiences where we’ve explained to you in detail, (the article is also for beginners who are looking to understand how it all works.) We hope you enjoyed reading this article and find it as beneficial as we did!
 
Stay safe!
 
Xoxo,
Your Pixies

You’ve used Facebook, but Facebook ads are a completely different thing altogether. The Facebook algorithm has changed so much so that brands need to allocate a bit of spending in Facebook ads alone. There are many different types of ads for different purposes, but that’s a conversation for another day. Today, we will touch a bit on this new-‘ish’ feature called Lookalike Audiences. Simply explained, a lookalike audience is targeting your brand’s target audiences based on a custom audience (people on your email list, your website visitors, Facebook users who engage with a video you post on your Facebook page etc) What happens when you create a lookalike audience is, Facebook helps you find users who have similar attributes to the people who are in your custom audience. How does Facebook know how to do that ? – Well, Facebook sure does know quite a bit about its users. Facebook helps make anonymous data available to advertisers to help them reach their ideal target audiences. Creating lookalike audiences is like using a powerful marketing tool for efficiently finding high-converting users.

OBTAINING DATA FOR YOUR LOOKALIKE AUDIENCE

Now that you understand a little about Lookalike audiences, the next important step is getting the data of the audiences. Lookalike audiences are basically formed based on source audience using these data which you will need to upload to Facebook from your database or website data.  Here are the possible places you can look:

• Customer Information – You can obtain this either from a newsletter subscription list of a customer file list.
• Website Visitors – For you to create a custom audience based on your website visitors, you will need to have something called a Facebook pixel installed. With this, you can create an audience of people who have visited your website in the past, looked at a product page or even completed a purchase.
• Engagement – An engagement audience are the people who engage with your content on your social media.

Source: Hootsuite

USING A LOOKALIKE AUDIENCE FOR YOUR BRAND
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Creating a lookalike audience can help you target people similar to your existing visitors, readers and customers. If you are a brand owner, this is something you should try for your brand, if you’re keen on advertising as precisely as possible whilst maximizing your ROI.

Lookalike audiences are a great way to target expansion of your brand in a brand-new global market. Which is why pinpointing a location is an important element you must remember. For instance, if you would like to start branding your product in a different country, consider creating a lookalike audience in that particular country or if you’re not sure where to – you can try countries with emerging markets. With lookalike audiences, you can also closely monitor who the Ad is show to and watch how your selected audience is responding to it. Thanks to Facebook’s targeting features, you’d be able to constantly monitor your Ad performance. Now, if your Ads are working with your targeted audience, it shows you’ve hit your goal – it works! Here’s the golden tip, if your Ad is relevant, your conversion rates will go up – and while this is happening, Facebook will take all of this into account. If Facebook recognizes your Ads are relevant to their audience and the conversion rate is good, Facebook will give you a better Relevance Score, which will bring down the price of your Ads.
 
FIXIE DUST’S TIPS FOR NEWBIES

If you’re new to lookalike audiences, don’t worry too much – every skill you pick up is fairly new to you until you master it. Here are a two little tips we’d like to share to make your experience easier:

• Keep your audience list up to date! – Wherever you choose to source your customer information, make sure your information is as current as possible. If you’re adding a custom audience based on your website, you may want to target those who have visited your website in the last 30 to 90 days instead of someone who visited your website a year ago.
• Test your look alike audience – Consider trying different audience sizes for your different campaign goals to see what works better for your brand.

If you are lost and need a hopeful hand and a sprinkle of Fixie Dust to guide you through, you can always call us, DM us or even drop us an email! Don’t be shy – let’s focus on making your brand shine brighter than ever together! Maybe try and let us know how this worked for you. If you want to track what’s happening with your website, you will need to have something called a Facebook Pixel installed to your Facebook page. Keep a lookout on our next article where we share with you about Pixel.
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Stay safe.

Xoxo,
Your Pixies