Facebook advertising can get a bit confusing especially with the way technology grows. For the faint of heart, it’s not the easiest thing to use if you don’t have a proper budget in place, effective images that can garner more views, and knowing how to cater to your core audience. Luckily, Shopify users can perform more efficiently on by using a recent feature on Facebook called ‘Pixel’. Here is a step by step guide on how to use Pixel to help dominate your own platform.
What is a Pixel?
If you’re thinking of the Disney movie “Pixels” or a little sprite on your computer, you’re steering in the wrong direction. A pixel is a tracking mechanism (usually an embed on a webpage or even email) that allows you to monitor behavior from users. In a sense, it’s like a beacon that you can use that shows the behavior such as a message read, forwarded, clicked, etc. This is very useful when you begin targeting different demographics for your brand.
This is still a common thing for all websites and emails that want to promote their brand and get a read on how people interact with different items on the site. By learning how to use a cookie to see the behavior of your potential clientele, it makes things much easier to retarget that same audience into other campaigns you want to start. The advantage at the time the pixel option came about was creating multiple pixels per conversion. However, that made things really confusing. Now, you can only create one, but it’s all inclusive (one pixel for conversions, remarketing, and optimization).It’s a great tool to use and Facebook has made this a lot easier when it comes to your marketing. How does this affect your Facebook presence? We will break that down in a bit.
What’s the Purpose of a Facebook Pixel?
The Javascript code allows you to measure, optimize, and create audiences for your ad campaigns. Seeing as Facebook has over 1.5 billion users, it’s a smart decision to learn how to corner your own market and create an effect ad presence in order to target your core. By using different devices, you can have a good gauge on how your audience acts on the website in order to implement more effective Facebook campaigns. There are a few main reasons why a Facebook pixel is necessary for your brand:
You can measure cross-device conversions. This will allow you to see how customers move on your desktop or mobile device before things actually convert. You’ll have a better plan of attack to see whether you should create ads that cater more to mobile or desktop-ready presence.
Optimize delivery to those who will most likely take action. This is very important because you don’t want to throw an ad out there that reaches no one in your niche. You want ads that will get people to fill out forms, surveys, email listing, or even buy a product from you.
Build audiences for website visitors to retarget. This is very important because you never want someone to be a one-off. Create a position of remarketing to allow numerous buys/upsells. The good thing is you can create a custom audience for those actually act on your site — visiting a product page, adding an item to the cart, and making a buying decision.
With these actions under your belt, you’ll make for a more effective ad run in order to get better traction to your Shopify store. We will explain some of the core functions of using pixel as it pertains to your audience.
Implement Retargeting Using Website Custom Audiences
One of the first things you want to do is to make sure your Pixel active. For information regarding that, you can go to the help section.
There are a six basic steps to take in order to create this section of the custom audience that you can view right on Facebook:
Go to your Audience tab in Ads Manager section
Click Tools and then choose Audiences.
Click Create Audience in the top left.
Select Custom Audience.
Click Website Traffic.
Set your parameters, give your Custom Audience a name and click Create Audience.
This is an easy process that will allow you to create a good custom audience for your campaign.
Of course, you can also register your own mobile app and set a custom audience for that as well to break up the different demographics on your site.
What the custom audience feature does is actually allows you see who’s visited your site in the past 24 hours, who went to your page in 6 month range but stopped going within the last 30 days, who visited a specific page on your site, and what pages they neglected. Having this kind of data will help you see different trends on your site. Ultimately, you can form a good prediction of what resonates best with the people. This is an outstanding way to cater better to your demographics because you can come up with more effective ad strategies. Also, you’ll know what ads better target an audience and when to use it.
In order to keep your site organized, this is a good method of keeping different ads with the right audience. If you realize more resonate with a particular ad, then you should follow suit with another campaign in period of time. The Website Custom Audience portion is a great tool to make this process easier.
Here’s an example of what I mean:
Let’s say you sell men dress accessories. You can create a specific audience just that caters to ties. Also, you can create a pixel with an ad that describes the tie. It’s all about segmenting the market in a way that touches different people.
Develop Your Custom Conversion
There’s nothing like knowing how to convert your audience to get them to sign up for a form, an email list, or even buy something from you. It’s a skill that takes time and energy to create on a consistent basis. Facebook Pixel helps you create better campaigns in order to produce more actionable results for your site. Here’s a brief example of what it’ll look like in the custom conversion section of your ads:
Do you see the options on the dropdown section? These are all different choices to pick when you want to convert someone to create an action. It’s all about creating a completion page. Some examples of what you can use for this include the following:
Thank you for signing up, here’s a discount on your first item
Thank you for shopping, your order confirmation is on the way
Now what this gives you is a good insider into who is actually making the purchases or following through with an additional order. Through Facebook, you can see who your most loyal buyers and supporters are just because of the pixel feature.
Also, it’s a good indicator if you’re actually making profits. For example, if your ad costs $10 dollars yet you’re selling an eBook for $5, you may want to rethink your strategy. Either you want to spend money on an ad for a specific time period, or you need to increase the cost of your eBook.
You’re only given 20 custom conversions at a time. The best thing to do is set a certain amount under the number to really see the results. This kind of metric is best for a small business. If you only have 5-10 main items, this is solid method to keep tracks of your different ads and how they convert to sales. Standard Events is the answer if you exceed that number because you have more choices available.
You can see the content of the page and the different things you can select. Also, you can name the campaign you choose to promote on your page. Find out what objective works well with your general ad. Even though you can only use up to 20 ads in the custom conversion program, you can always delete the ones that don’t perform. Just be sure to change the settings so that your data matches up to the new ads. You can find out that kind of information located here for your ad optimization.
Using Standard Events to Exceed the 20 Conversion Limit
If you’re use to the older version of pixel, this is more your speed because they exceed the 20 conversion limit. For smaller businesses, the custom conversion option is perfect because you can pick specific items that pertain to your small business. You have to input a little bit more code, but it’s beneficial to you to expand your range.
As you can see from the picture, there are 9 main codes to input with Standard Events. These specific commands will help make things easier to convert for your Shopify store. Unlike custom conversions you’ll find that these are compatible with dynamic ads and it’s all aggregated, rather than separate.
Whether you choose standard events or custom conversions, it’s all in favor of what kind of campaigns and how big the business you’re promoting. Each one has their own strength, so find the one that’s most beneficial for the short and long term. You can always change your footing when it comes implementing a custom or more standard kind of strategy for your advertising.
With these factors in place, how do you create your own pixel? We will show you some of the steps to take in order to get your pixel up in running from the Facebook page to the Shopify store.
Creating Your Own Pixel Within Facebook
The interesting thing is you can still use the old pixel with the features mentioned above. However, these will become obsolete in the latter of 2016. It’s not really difficult to create your own pixel. All it takes is a few core steps:
Go to the Ads Manager section
Click Create a Pixel
Name Your Pixel for Your Business
Install the Pixel Now if you build your own site, or you can email the code to someone on your team that will do that task.
Here are a few visuals of what this looks like when you begin implementing sections: When you click Create a Pixel, you’ll see this kind of screen pop up:
You can create the name of the pixel for your particular business and post it. In order for your pixel to work properly on the website, it needs to be listed on every page. The great thing about Shopify is they make it really easy because you only need to use the it in the <head> <head> section of your index page. Here’s a general code that would implemented in the header:
The next step is to go to your Shopify Store in Admin and click the section that says Settings. Go to Online Store. At that point, you should find a section that says Facebook Pixel. Get your pixel code and install and save the code.
You can always go back to your Ads Manager on the Facebook page and verify that the code works. Facebook Pixel Helper is also good to verify the setting.
By implementing this strategy in your arsenal, you’ll create more powerful ads on Facebook that can increase the longevity of your Shopify store.
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