This is the fourth article from our “Facebook for Business” series and today we will go over the process of setting up your Ads Manager account, tracking and retargeting your website visitors and potential clients. Ready? Here we go!
Facebook does a really great job at gathering and analyzing the tons of information that millions of its users add to their profiles (age, location, marital status, interests, music, books, trips, life events – the list is endless). Ignore this great pool of details and you’re missing on a golden mine for advertising. Facebook is not just one of the most effective social media platforms generating a positive ROI, it’s also quite easy to learn and manage (as compared to Google Ads for which you’d need a special certificate).
So, let’s begin with the main components you need to know and understand before setting up your first Facebook ad.
1. Ads Manager
If you have never run a Facebook ad before, you’ll have to set up your Ads Manager account and enter all your billing information. You’ll need to go to your Facebook Settings dropdown and select Create Ads.
After you’ve set it up, you can easily access it from the left sidebar of your Facebook newsfeed page, create new campaigns, monitor existing ads and analyze the results of those that are completed.
2. Custom Audience & Lookalike Audience
Many businesses overlook the potential of Facebook Ads when it comes to remarketing. Remarketing means targeting people who have interacted already with your brand and visited your website but haven’t converted to a customer yet. To retarget these users, you create Custom Audiences, which optimize the efficiency of your ads and and lead to higher conversion rates.
So, there are a few types of Custom Audiences that you can create – based on your customer lists, website visitors or users that interacted with your app. To create one, go to your Ads Manager, choose Tools from the top navigation bar, then choose Audiences. This will take you to another window of your Ads Manager. There, find the blue button – Create Audience and select Custom Audience. A new window will pop up where you’ll have to decide on the type of Custom Audience you want to create.
For Custom Audiences based on Customer Lists – you can use a spreadsheet/ database list that you have; or upload your contacts from your newsletter provider (i.e. MailChimp). In this way, those who haven’t seen your newsletter can still be targeted with the same piece of information via Facebook.
The Website Traffic, allows you to create lists of people who visited your website or a specific page on your website, let’s say your Product or Pricing page, in the last 5 -30 days (up to 180). These lists require you to install a Facebook Pixel tool, described in the section below. A friendly piece of advice would be to keep track of visitors for more recents periods, 15 up to 30 days max, since they still remember your brand and are more likely to respond to your ads.
The Lookalike Audiences are another cool feature created by Facebook. They’re composed out of users who “look alike” your Custom Audience pool of people – similar interests, pages liked, groups joined, etc. These is the second most efficient type of advertising you can do on Facebook, since you’re targeting people who are very similar to your existing customers and fans.
To created a Lookalike Audience, go to Tools -> Audiences -> Create Audience and choose Lookalike Audience.
In the pop-up window, in the Source sections you’ll be able to choose one of the Custom Audiences that you’ve created already, and based on that create a Lookalike pool. For example, you chose as source your Facebook Fan Page (Flothemes in our case) and it automatically suggests you the country where the majority of your followers are. Enter any country you wish to target (but just one at a time) and choose the Audience size based on how similar you want them to be. Highly suggested is to keep this at 1-2%, for more accuracy and relevance.
3. Conversion Pixels
As mentioned earlier, Facebook has this amazing tool which helps you create Custom Audiences by tracking your users, called Pixel. This is by far, the most effective and useful feature created by Facebook for advertising. Basically, it’s a piece of code generated by Facebook, which you install on your website to track people who visit it and perform certain actions (make a purchase, sing up for a newsletter, etc). So, there are actually two types of pixels – the Conversion Tracking Pixel and the Website Custom Audience Pixel. Each does exactly what it sounds like. The Conversion Tracking Pixel lets you follow users that accessed your website through your Facebook Ads, and register their exact actions. Did they buy a product? Did they navigate through your portfolio? This helps evaluate the success of your ads (judging not by reach, but by actual conversions), get a clear idea on your ROI and future strategy.
The second type of pixel is the Website Custom Audience Pixel – it follows all the visitors of your website and registers their Facebook user ID. This pixel is perfect for remarketing, since it allows you to create Custom Audiences and show your Ads only to this specific group of people. Usually Custom Audiences show the highest conversion rates, since these users are already familiar with your brand, have seen your website and are more likely to follow you. Just keep in mind, focusing only on this group and annoying them with too many promo campaigns won’t always result in a positive outcome.
So, how do you install a Facebook pixel? Well, it’s actually very easy to do. For the Conversion Tracking Pixel – go to your Ads Manager, and in the top left corner, under the tab Tools choose Conversion Tracking/Pixels (may differ depending on whether you’ve used pixels before). It will take you to a new window where you can see the list of your current pixels or you’ll see a green button for creating a new one. When creating a pixel, you have a long list of options to choose from – depending on the type of conversion you want your pixel to track – users who viewed your products, who added products to their cart, who have or haven’t gone through check out, etc. If you want to track several actions, create a separate pixel for each action.After Facebook generates that unique code for you, you will have to copy paste it and install it on your website (on the pages where those actions take place). Learn how to install the pixel code here.
For the second type, the Website Custom Audience Pixel, you will have to go again to your Ads Manager -> Tools, but this time pick Audiences. Afterwards, choose Create Audience and the Custom Audience option. From the pop-up box you should choose Website Traffic. In the following window, you’ll go ahead and choose the type of Custom Audience you want to track (process described above), and in the left bottom corner you’ll have to click on the asterisk-typed button for settings and choose the option View Pixel Code.
Use this pixel on all pages you want to track on your website and install it in the same manner as the Conversion Tracking Pixel.
So, now you’re all set up. It may take a while till Facebook gathers all information from your Pixels, but the effect it will have on your ad campaigns is incredible. Test it and share your experience with us!
In the following blog post we’ll describe the types of ads you can run via Facebook, which ones are more or less effective and why. If you’ve missed the first three parts from the Facebook for Business series – take a look here: Part I – Why Consider It?, Part II – How to get started and Part III – Content Management.