What's a Facebook Pixel?
If you're looking to maximize your digital ad spends, remarketing to visitors of your website with Facebook's pixel is worth thinking about for your business.
Simply put, the Facebook pixel is a piece of code which gets placed on your website, and it's used to track potential customers' flow from Facebook through your website.
For example, if some visitors to your website explore your "about" page, "products" page, or add items into their shopping carts, you can set the Facebook pixel to track each of those individual actions as a conversion--and if they purchase--that'd be another, separate, and trackable conversion.
The Facebook pixel enables you to segment your audience for remarketing by creating unique custom audience lists (based on visitors' actions taken on your website), which can be tailored to where each customer is in their own buyer's journey.
Remarketing with Facebook's Pixel--Pleasing the Right Person at the Right Time
Why spend money on advertisements to people who may have never heard of your company? Or to people who have never been to your company's website? This strategy will likely result in higher cost-per-click prices (the cost to you for someone to click on your ad and go to your website), and relatively fewer conversions and purchases. It's a fine strategy if you've got the budget and the time... But let's not leave warm leads (and money) on the table.
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By using remarketing features with the Facebook pixel, you are able to directly target warm leads on your custom audience list, who you know have expressed some level of interest in your business' products or services.
Did some website visitors visit your product page, put something in their cart, and leave without completing their purchase? No problem. Let's send them a fun and exciting ad reminding them of what your company does, that they've been to your website, and that they should come back to check out the product page (or a specific product) once more.
How about if they've visited your "about" and "services" page, but never made it to the product page? We could send them a new ad to a blog post with more information about who your company is and what it does. Alternatively, we could send them to a FAQ page to help address any concerns they may have had with continuing on to make a purchase.
Now that you know a little bit more about Facebook's pixel, which ways are you imagining your business using it to close those warm leads that are literally just waiting there for you?
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