For the past two years, many have been chuckling behind my back since I started talking about my growing enthusiasm for Facebook as a sales and marketing platform, especially for B2B sales. When I mentioned Pixels, and advertising on Facebook to generate leads and sales they scoffed. When I told them that they could drive hundreds and even a thousand more registrations for webinars they shook their heads.[tweet_box design=”default”]The power of the pixel is the biggest opportunity in sales & marketing we have seen in a generation.[/tweet_box]
Why was I not discouraged from continuing to build my knowledge and experience in the face of such criticism? Simply because I was actually implementing these things, for my private clients and for myself and the results were jumping off the page.
— a Facebook ad with a “Custom Audience” to add an additional 1,000 plus webinar registrations is significant.
— Generating leads for a book by targeting an audience that has shown an interest on books on the topic by other authors.
— Creating a surge of new traffic to a website that had previously been mired in mediocre views.
— Increasing newsletter signups by multiple hundred percent by using an inexpensive Facebook ad.
And It All Starts With The Power Of The Pixel!
What the heck is this “pixel” you are asking?
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:
- Make sure your ads are being shown to the right people
- Build advertising audiences
- Unlock additional Facebook advertising tools
How to set up a Facebook Pixel
Set up the Facebook pixel by placing pixel code on the header of your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.
An easy way to install you Facebook Pixel if you have a WordPress site is with this free tool: Pixel Your Site.
Another tool that I have found indispensable comes in the form of a Google Chrome browser extension that checks to see if there is a Facebook Pixel present on your, or any other site. Here is the link to install that: Facebook Pixel Helper
I can tell you that less than 10% of your competitors are using this technology currently. I recently ran through a list of 42 sales authors and “guru’s” websites and exactly 5 have a Facebook Pixel installed on their site.
Now is the time to JUMP into this and gain a distinct advantage in your market. You might not be using it yet, but I guarantee you that your smart competitors are – don’t get left behind.
Don’t be confused – this technology is not just being used on Facebook. Every social platform has implemented this in some way. Even laggard LinkedIn is getting into the game.
For now, just get your Pixel installed. I will be back in the days ahead with more tools, training and techniques on how to get moving with Facebook advertising for your business.
In the meantime, here are some useful Facebook ads terminology terms described so you will understand moving forward.
When learning about Facebook ads, it can sometimes feel like learning another language. This is a form of ‘PPC Ads’ and that’s a huge subject when it comes to online marketing. Over time, countless acronyms and jargon terms have emerged and this can make it all a little hard to keep track of. But read on and you’ll discover a handy guide to all of the most common terms and hopefully this will make it a little easier for you to navigate other articles in future.
Facebook Pixel – it is basically a small piece of code that will let Facebook track actions of your website visitors.
PPC – To begin with, what is PPC? Simply, this is ‘Pay Per Click’ and means that you’re only paying once an advert gets clicked. If your ad is ignored, then you don’t pay a penny.
CPC – CPC stands for ‘Cost Per Click’. The term can be used interchangeably with PPC, or it can be used to describe the actual amount that you’re paying for each individual click.
CPM – While Cost Per Click tells you how much you pay for each click, CPM tells you how much you are paying for your ads to get seen. Specifically, this means ‘Cost Per Impression’ but actually refers to the amount for every 1,000 impressions. You can choose to pay on a CPM basis rather than CPC on Facebook but it can also be a useful metric that shows the average amount you’re paying for your ads taking into account impressions and CTR.
Impressions – An impression is whenever your ad is shown on a page.
CTR – CTR is ‘click through rate’ and tells you how often your ads are getting clicked. Often, the higher your CTR the better – but only if those clicks are later leading to sales!
CPA – CPA is another method for pricing ads. This means ‘Cost Per Action’, which in turn means that you’re only paying each time someone takes a kind of action on your site.
Action – An action can be anything from buying a product, to liking a Facebook page, to signing up for a mailing list. A ‘Call to Action’ is a button that encourages said action.
Remarketing – Remarketing is a type of marketing where you’re targeting people who have previously been to your website.
Targeting – Targeting means that you’re approaching particular demographics for your ads and trying to avoid people who might be unlikely to buy from you.
Maximum Bid – This is the most you are willing to pay for each click on an ad.
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