In your personal life, do you like to waste money? So why would you do it in your business?

When you run a business, every penny needs to be accounted for and that’s why you NEED the Facebook pixel if you are going to run Facebook ads.

What is the pixel?

Essentially, it’s a piece of code that Facebook generates for you and is unique to your business. It is placed on the backend of your website. Any website developer can do this very easily for you.

The pixel will then allow you to track your website visitors from your Facebook ads. You can also set it up to show where they are going to within your website.

Let me give you an example.

You are running an ad for a course membership. You are essentially selling your course. You are selling this on your website, across your social media channels, to your existing mailing list and you are running a Facebook ads campaign. After 1 week you have had 64 sales. Which of these channels worked and worked the best? Hmmmmm…not sure?

If the Facebook pixel was installed, you could see exactly how many sales came from your ad campaign, including from what ad creative. You can then work out what ad creatives are working better than other and what ones need new creative or just turning off.

It makes sense to have the pixel for this alone, doesn’t it? It allows you use your advertising budget wisely and not waste any money.

But this is not just what the pixel is about. The pixel is constantly learning and understanding who your ideal clients are from the information it has gathered from your past customers who have bought off you. It is learning more and more and knows what ‘types’ of people are most likely to do the action you have asked them to do, in this case to buy the course. It will then start feeding the ads out to more relevant people, thus increasing your sales but lowering your cost.

Its genius right?

Your takeaway from this?

Get that pixel installed before you start any Facebook campaign – otherwise you are wasting your money.

By Natasha Fitzpatrick

Natasha is Facebook Ads Strategist specialising in helping businesses increase sales and generate leads.

Find out how Natasha can help your business 

Choosing the right campaign objective is incredibly important. But which one do you choose to give you the best results as there are so many options?

Depending on what objective you choose, Facebook will optimise to show your ad to people most likely to fulfil the objective chosen. I am going to run through them all now, so you have a better understanding of which one is right for you. 

Traffic – Choose this objective to drive people to any URL of your choice, e.g. your website, a blog post etc

Engagement – This is a popular choice and is used for getting people to engage with your posts with comments, shares and page likes.

App Installs – If you have an app that you want to promote, this is the objective for you.

Video Views – when choosing this objective, Facebook will optimise reach people most likely to watch your video. You can choose what to optimise and pay depending on how long they viewed your video for.

Lead Generation – one of my personal favourites! Get leads without sending them to your website or landing page. Facebook generate a lead form which allows you to collate leads. This is an effective choice if your website needs a bit of an overhaul!

Message – Here you generate ads that have a call to action of ‘message’ which then links to your Facebook messenger. Top tip: you need to be quick off the mark here and reply to any messages asap.

Conversions – This is a highly effective objective. You will need to have the Facebook pixel installed on your site which is essentially a piece of tracking code. It sounds complicated, it really isn’t. From there you can track the people who have clicked on your ad and completed whatever task you have asked them to complete.

If you are looking to increase sales, sign-ups, purchases or something else this is the ad for you.

Catalogue Sales – do you have an e-commerce site? If you do, this objective is for you. You will need to integrate your catalogue into Facebook, but once done, Facebook is able to target people most likely to buy off you and you can set it up to then retarget people who have shown interest but not bought. A really clever ad objective designed for e-commerce businesses.

Brand awareness – Personally, I would avoid this objectives. WHY? Because they are for the bigger brands who are just going for brand awareness and not looking to get the clicks, page likes or conversions.

Reach – The same for this objective to. This is used show your ad to the maximum amount of people according to you budget. It will optimise for the highest amount of impressions. It is not optimising for the viewer to action anything. So again, this is for the bigger brands.

I hope this has helped you decided what is the best objective for your Facebook ads campaign.

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By Natasha Fitzpatrick

Natasha is Facebook Ads Strategist specialising in helping businesses increase sales and generate leads.

Find out how Natasha can help your business