Selling products through your online store – connect to Facebook Pixel. The program will capture the profiles of social network users who come to your site and using artificial intelligence, Facebook will be able to find the ideal buyers for you!
Installing the Facebook Pixel won’t take long. The operation is performed through the admin panel. Popular online store engines already have the ability to integrate with social networks. For example, there is an official Facebook for WooCommerce plugin for WooCommerce. If the site is made without any engine, then the program must be integrated through the HTML code in three steps:
- Open the company profile in the Facebook Ads manager account;
- Create a Pixel from the Ads manager office;
- Insert the Pixel into the HTML tag on your site.
Installation is complete.
How the Facebook Pixel works
The task of the pixel is to collect information about the user, tracking their actions on the site:
- Visited pages;
- Completed forms;
- Items added to the basket and purchased and much more.
The pixel collects web analytics, based on which you can take many interesting actions. For example, you can catch up with warm customers and offer them some promotional offers or similar products.
And you can feed this data to artificial intelligence! And based on this data, he will be able to find new potential customers who, based on thousands of parameters, will most likely buy your goods!
In order to attract buyers to the site, in the “Event Manager” you need to specify an event that a person must do. Based on the settings in the advertising cabinet, the social network selects users from targeting who are most likely to convert. Thus, catch-up advertising will remind the potential buyer that he wanted to buy, which products he liked, and which are waiting in the cart for the final actions – processing delivery and payment.
Creating a similar audience or Lookalike audience
Custom audiences can also be used to find new customers. To do this, it is necessary to create a similar audience of people who are similar to site visitors from an individually configured audience.
- Open Ads Manager.
- Click on Tools and select Audiences.
- Click Create Audience.
- Select “Similar audience” from the drop-down menu.
- Choose a customized audience from the site that will serve as a source for a similar audience.
- Click Create Audience.
- Custom audiences that you can use to create ads are available on the Audiences tab in Ads Manager.
Now imagine what the essence of this idea is! When you set up targeting on Facebook, what you usually do is: Well, your potential buyer is men or women between the ages of 18 and 50 who are interested in a certain topic. Well, maybe a couple more parameters and that’s it! And this is almost the entire audience of Facebook:) the probability of finding potential customers with such targeting is close to zero.
Now imagine that artificial intelligence will analyze the data of 100 buyers of your goods on 1000 parameters! And will create such an audience that matches all these 1000 parameters! What do you think is the probability that such people will buy your products too? 🙂
Audience creation based on Facebook pixel web data
The audience is the users who performed any actions on the site. It is “warmer” as it has already come to your store. Such users are more likely to buy. But it is not worth spending money on the return of every user. That is why Facebook provides for setting up the audience in the section with a similar name.
The filter is configured in the “customized audience” window, then “Site”. Here you need to perform several actions:
- Select a pixel;
- Specify the criteria by which users will be added to the audience.
There are two conditions: “any” and “all”. In the first case, ads will be shown to users who have performed at least one of the events you selected. It can be adding a product, filling out a form, both actions together.
In the second case, the audience is narrowed to users who performed all the selected events, i.e. added a product and filled out the application form.
Next, the audience is configured based on the following parameters:
- These can be all visitors to the online store;
- Users who visited only certain pages;
- People who have committed certain events (events are configured directly by the Facebook Pixel);
- Users who have been on the site the longest. With this parameter, the system selects, for example, 25% of users out of 100 who spent the most time on the pages of the online store, but left without making a purchase.
The last steps remain – name the audience and click the “Create” button.
Thus, in the system, you can configure several variants of the target group and launch an advertising campaign.
Benefits of using the Facebook Pixel
Using the system for advertising purposes has a number of advantages:
- Online store tracking. The business owner can track the entire path of users on the site: which products were viewed, which were added to the cart, and which were excluded. The information will allow you to understand which products are popular, which attracts customers.
- Improvement of the analysis system. The more data about customers, the more accurate the display result will be. Pixel begins to differentiate your audience. And almost every impression will bring a result – making a purchase.
- Targeting potential buyers. Retargeting is a powerful tool. Advertising will be shown only to those users who have already visited your store, were interested in the product, but postponed the purchase.
- Return” of old “customers”. You will be able to show ads to people who have already bought a product from you – offer the same one, for example, in a month or show another product that may be of interest to them.
So, you can actually almost double your sales by using the Pixel tool. The main thing is that it is free and allows you to effectively optimize advertising campaigns on Facebook.
To know how many customers the Facebook Pixel brings, keep track of income and products in Huge Profit. This is a service for start-up entrepreneurs and micro-enterprises. Some of the tools in it are absolutely free. Account on HugeProfit is your way to big business on the Internet!