The Facebook Pixel has been a core part of the Facebook marketing/adverting system for a long time – but in a recent survey we conducted with fellow professional photographers I was amazed to find that only 29% of you actually used it and that 31% of you didn’t even know what it was. So, although we have visited the Facebook Pixel on this site before, I thought it would be a good time to revisit it and show you EXACTLY how to implement it.
What is the Facebook Pixel
So first of all, what is the Facebook Pixel. Well, at it’s very basic level, it is simply a script of code that you insert on every page of your website (don’t worry it’s not hard to do) that sends a message back to Facebook every time a registered member of Facebook visits your website.
Now, I am sure a small percentage of you might be shocked at this and wonder why we would want to share our site visitor data with Facebook? Well the reason is – both Facebook AND you can benefit from it!
Why is it important to you and your business?
Quite simply, if you do any marketing on Facebook at all and you do not use the Facebook pixel, you are leaving money on the table.
Using the Facebook pixel allows Facebook to fine tune your business adverts depending on how the traffic behaves on your website – so for starters, your Facebook campaigns will be more efficient.
The key benefit however is that it opens up your site visitor data to use in your own advertising campaigns on Facebook.
Let me give you an example that hopefully you can relate to: Let’s imagine someone visits your home page, then clicks on a Wedding Portfolio link – based on that behaviour there is a good chance of them being on the lookout for a wedding photographer, right? But they could of course just be another photographer checking out your work?
However, what if we can combine that visiting data with Facebooks demographic data – then we can establish if that person who visited my home page AND my portfolio AND has a Facebook demographic status of “engaged” AND who lives geographically within my operational radius for weddings AND is my target income level and age/interests, then suddenly I CAN BE 99.99% SURE I have a very strong potential client here.
THAT is the power of the Facebook Pixel.
But how do we then use that information? – we use a marketing technique called retargeting which allows us to specifically advertise to that person (i.e. who visited my wedding portfolio and meets my demographic targets).
That is LASER-FOCUSED marketing and you will have witnessed it every day yourself. Go and visit a product on Amazon and before you know it that product will magically appear as an advert in your Facebook sidebar later that day – that is Amazon retargeting you, as they know you showed interest in that product but did not buy it.
What is retargeting?
Retargeting is advertising to someone a second time based on their actions relating to the first advert you displayed to them.
Here is a prime example of retargeting that you could use for Wedding Photography:-
Advert 1 – I am going to advertise my latest award-winning wedding picture to local couples with a status of “Engaged” with ages between 30-45 and a household income of above £50,000.
That advert is setup with the text “Have you booked your Wedding Photographer yet?”
If they click on the advert it takes them to a specific page on my website with information all about wedding photography with lots of great pictures and explaining to them why I am the best photographer for their needs.
My hope is that they will click on the “Contact Me” link at the bottom of the page and fill in the form, which will then lead to a “Thank you” page saying I will be in contact soon.
Now – here is where the power of Facebook Retargeting comes in.
I now create Advert 2 – this advert is for a “custom audience” only (Facebook Advertising – Advertising – Custom Audiences) – This audience is for the same “Engaged” status, same ages etc AND (based on the Facebook Pixel data) who I know visited my Wedding page that I setup for the advert above, but DID NOT visit my “Thank you” page – therefore we can conclude they did not fill in and submit a “contact me” form.
So this advert is going to be slightly more persuasive and give a sense of urgency
This advert is setup with a different but equally stunning image with the text “Don’t leave it too late to book your wedding photography – 2018 and 2019 dates now almost sold out!”
This advert leads them to a slightly different landing page which extoles the reason why you are the best photographer around and reminds them that your dates are filling up fast – then instead of “Contact Me” you have a button which reads “Check Availability” – it leads to the same contact form as before, but that “Check Availability” instills a greater sense of urgency.
THAT SECOND ADVERT USES THE POWER OF RETARGETING to directly reach the people who showed some interested in my product – I do hope with this example you can see how powerful it can be
So, how do we implement the Facebook Pixel?
Step 1 – Do you have a Facebook Marketing Account?
Well you do of course need a Facebook marketing account setup – instructions on how to do this can be found here https://www.facebook.com/business/resource
Step 2 – Login to account
Log into your Facebook page – N.B. this is easier to do/explain if you login on a desktop or laptop computer rather than on your phone/tablet.
At the top of the screen you should see the Facebook Menu bar which has the Facebook logo and a Search box at one end – at the opposite end you should see a triangular icon (right next to the Facebook Help Icon) – click on this icon and a drop down menu appears.
You will then see a menu option – “Manage Adverts” – clicking on this takes you to the Facebook Ads Manager
Step 3 – Copy Pixel Code
At the top of the Page you will see the Facebook logo and then a Menu Icon ( represented by three horizontal lines)
Click on this menu – then click – “All Tools” at the bottom – then click on “Pixels” which should be under the “Assets” heading.
Now click on the “Set up pixel” button
You will see a screen prompting you for the type of Installation Option:-
Select the option to “Copy and Paste the code”
A pop window appears – under the heading “1 Install Pixel Base Code” – just below this you should see the section titled “1.2 Copy the entire pixel base code and paste it into the website header” – this is the code we will need to add to our website headers.
Step 4 – Now we need to copy it to your website (For any technophobes out there, honestly this is not as hard as you think)
Installation will depend on your Website – so we have picked some of the more popular website platforms for photographers.
Method 1 – For WordPress Users
WordPress is one of the easiest website management platforms around, but the location to paste header code varies depending on the design theme you are using.
So – to make things easier, I would suggest installing the plugin called “Insert Headers and Footers” as it provides a simple location to add this code rather than having to search through your theme menus.
To do this – login to your WordPress Dashboard ( yourwebsiteaddress.com/wp-admin.php ) with your administrator’s username and password.
Click on the Plugins Menu – Click on the “Add New” button at the top of the plugins page – when the page refreshes you will see a “Search plugins” box on the top right of the page – type in here: “Insert Headers” and hit return.
The screen should refresh and you will see a list of plugins – select the plugin titled “Insert Headers and Footers”
Click on the “Install Now” button – after the plugin downloads, the button will change to “Activate” – Click the “Activate” button and the installation will be completed.
You should now have a new menu item within your WordPress Settings menu to allow you to Insert Headers and Footers scripts on all your WordPress pages.
Now switch back to Facebook and click on the Pixel code box – when you click on it, the code should automatically copy to your computer’s clipboard, but if it does not, press CTRL-A, CTRL-C on a PC to copy, or CMD-A, CMD-C to copy
Switch back to your WordPress dashboard – click on Settings – Insert Header and Footers – click on the Headers box and press CTRL-V (or CMD-V on a Mac) to Paste the code into the Headers box.
Your screen should look something like this:
Click on the Save button.
Congratulations – Your Facebook Pixel is now saved on your site.
Method 2 – For Squarespace Users
Adding the script to Squarespace is relatively simple.
Login to your Squarespace account – From the Home menu – select Settings – Advanced – Code Injection.
Paste the Facebook Pixel code script into the Header section – then click the Save button.
Full info can be found here https://www.facebook.com/business/help/2055795004658619
Method 3 – For Wix Users
Wix is a little bit different as you don’t install the full script – only the Numeric ID that is associated with your Facebook Pixel. You can find this by looking at the Facebook script itself – your ID number is immediately after the “id=” part of the script.
Log in to your Wix Account
Click Manage Site
Type in your Facebook tracking ID number and click the Submit button and you are done.
Facebook publish full help for installing the Facebook Pixel on Wix sites here https://www.facebook.com/business/help/1897688327154623
Method 4 – Zenfolio Users
SORRY Zenfolio users, you are out of luck! – According to Zenfolio’s own support pages, using any Header scripts is not supported – http://www.zenfolio.com/us/z/help/support-center#/customer/en/portal/articles/2661876-unsupported-third-party-programs-and-services
Method 5 – Smugmug
Similarly Smugmug doesn’t seem to offer the ability to edit header scripts from what I can see on their support website – but if any Smugmug users know otherwise, please let me know!
Now that we have the Facebook Pixel installed – what do we do with it?
Okay now that we have our Facebook Pixel installed we need to put it to good use – so let’s start gathering information from your pixel.
On a Desktop PC/Mac – open your Facebook Ads Manager (Login to Facebook – click on the upside down triangle far right – Click “Manage Adverts”
Once you are in the Facebook Ads Manager – click on the Menu Icon (3 horizontal lines) – Select “All Tools” Then select “Audiences” which is under the “Assets” heading
We are going to create a Custom Audience to record people that visit our Website
Click on “Create Audience” – a sub-menu appears – click “Custom Audience”
A screen then appears asking what type of custom audience you wish to create – in our case, we want to create the audience based on traffic that our new Facebook Pixel is going to track for us.
Select the “Website Traffic” option.
A new screen will then appear:-
If you have more than one website (as I do) – the first thing you will do is limit the audience only to the website I wish to track.
So in my case I will select the option to only track “People who visited specific web pages” – then I enter the main part of my domain – making sure that I select the “contains” option. What this does is track every visitor to that domain name (i.e. all pages of my site).
My screen now looks like this – Note that I will track 90 days of visitors and I am going to call this Audience “PhotoProSEO Site Visitors – Last 90 days”
So you have now created an Audience of Facebook visitors to your site in a 90 day period (N.B. If you only installed the Facebook Pixel today remember it can’t backtrack the past 90 days for you LOL)
Initially your new Custom Audience will probably show the status of “Not Ready” as it is too small – it will take a few days (depending on how busy your site is) before the audience becomes available to be used.
Now let’s get clever!
As you know we offer a Managed SEO Service – We only open that service every three months or so, and I plan to run a campaign on Facebook to highlight the fact that our service is going to be open again (for 48 hours only).
So I will be advertising to Professional Photographers – obviously some may click on the advert and take a look at my Landing Page – some might choose to ignore the advert completely.
The photographers I am of course interested in, are those that click on the advert at least once, as clearly they have some interest in our service.
So let’s create another audience that keeps track of those that visit my Managed SEO Landing Page
So I go back into Audiences – Create Custom Audience – Website Traffic and I create the following custom audience:-
So with this audience setup, I could now create another advert only targeting people who have visited the SEO Landing Page and therefore showed interest in my product – this is called Re-Targeting.
But I can actually be a bitmore strategic as I actually only want to advertise to people who showed interest but did NOT go on and buy my product (which I will know as they will have visited my Thank you page for the product). N.B. Obviously I also don’t want to advertise to someone who already bought the product!
So I will refine my audience a bit further before creating it:-
So you can see I am now selecting people who visited my landing page but DID NOT visit my Product Thank you page (you will note I have masked the actual product thank you page so that you don’t all go click on it LOL)
Can you see the power of this!
I can now create a NEW advert ONLY targeting that new LASER-FOCUSED audience who I know showed some interest in my product
The power of this is limited by your imagination.
For example, If you are creating an advert for wedding photography, you can now tell Facebook to keep advertising to couples who visited your home page, and your portfolio but did not contact you – this keeps your name in front of them
If you are creating an advert for portrait photography you can tell Facebook to IGNORE those site visitors who visited your wedding portfolio pages as they are probably not interested in portrait photography.
Now it’s your turn!
I do hope this helps to explain the power of the Facebook Pixel and that you were able to install it using the instructions above.
As always I would love to get your feedback in the comments – also, if you have particular retargeting strategies you have used yourself or have a type of site that we haven’t listed here, please let us know.