How Does Facebook Pixel Work – Getting Set Up

Advertising on Facebook is becoming more and more sophisticated to the point that you now have many different options to help you build your audience, get followers attention and drive traffic to your website.

If your goal from advertising on Facebook is to drive website traffic and conversions, then installing and taking advantage of Facebook Pixel is a must.

What is Facebook Pixel

The Facebook Pixel is a piece of code that you install on your website. It allows you to more effectively measure the performance of your ad campaigns and it helps you determine exactly who sees your ads.

The features and benefits of Facebook Pixel include:

  • Ability to track customers across devices
  • More effective targeting
  • Create custom audiences for retargeting
  • Uncover niche segments that are similar to your current ones
  • Dynamic remarketing of ads – people who visit your site will see your ads on Facebook
  • Audience insights

Getting started with Facebook Pixel

To install Facebook Pixel, go to the link below to create your Facebook Pixel.

https://www.facebook.com/ads/manager/pixel/facebook_pixel

Facebook Pixel Set Up

There are 2 types of code you have to install on your site to complete this process.

  • The first is the pixel base code that goes on all of your pages.
  • The second is the event code which you place on certain pages that you want to track specifically.

Creating Your Facebook Pixel

Facebook is going to step you through a process to set up your pixel and to get the codes for your site.

Facebook Pixel SetUp

Installing Facebook Base Pixel on Your Website

The next step is to choose which method you want to use to install the Pixel on your site:

1. Using a tag manager
2. Copy and paste the code

In order for your Pixel to work, you must copy and paste the code into your website. This cookie allows your site to send information back to Facebook and measures visits and where people go on your site.

We prefer to copy and paste the code into the website rather than using a tag manager because that way you have more control over things that can go wrong but if you are not familiar with the code of your site you might want to go with the first option. There are also several WordPress plugins that facilitate this.

Facebook Pixel Code

Facebook generates a handy dandy Facebook Pixel ID and instructions to send to your webmaster. The code has to go on every page of your site for it to work properly. The best way to do this is to install it in your header file somewhere between the <header> and </header> and before the <body> tag.

Facebook Pixel Set Up

Pixel Events Code

The Facebook Pixel events code tracks specific actions on your pages. The first thing you need to think about is your website’s call to action – what is it that you want people to do on your site? There are 3 options in the setup process.
  • Basic – lets you track events and optimize for conversions based on people who take action on your site.
  • Recommended – includes all of the above along with basic parameters providing additional data and measurement parameters.
  • Advanced – adds an extra layer to include product level granularity (i.e product type, style).
Here are the standard Facebook Pixel options:
  • View content
  • Search
  • Add to basket
  • Add to wishlist
  • Initiate checkout
  • Add payment info
    Make purchase
  • Lead
  • Complete registration
Choose the most appropriate of these depending on your goals for website traffic, conversions and what it is you want to track.
Facebook Pixel Events

Once these pieces of code have been installed on your site you will get a Facebook notification.

Facebook Pixel Notification

You can check to see if your Pixel is working by going to your Facebook Ads Manager. There you will notice a new Pixel tab.


Click on it to see your Pixel Fires (total amount of pixel activity in the date range).

Facebook Pixel Chart

 

To troubleshoot or validate your Pixel set up, there’s a useful Chrome add-on called Facebook Pixel Helper.

Facebook Pixel - Helper

Facebook Pixel Next Steps

Now that you’re all set up with Pixel, it’s time to create audiences and track conversions.

Create Audience

This allows you to target your Facebook ads to audiences of people who have visited your website and lets you remarket to them.

From your Facebook Ads Manager click on Pixel then on the ‘Create Audience’ button. Audience options include:Facebook Pixel - Audience

• Anyone who visits your site
• People who visit specific pages
• People who visit specific pages but not others
• People who have visited in a certain amount of time
• Or, you can create your own custom combo.

Decide which option best fits your needs, name your audience and that’s it. You are ready to create your first remarketing ad on Facebook but first, you have to wait till your custom audience is big enough.

Create Conversion

From your Facebook Ads Manager, click on Pixel then again on the ‘Create Conversion’ button.

This time you have 2 options:

  1. Track conversions with standard events – use this if you simply want to track and optimize conversions and build your audience.
  2. Track custom conversions – use this if you can’t use standard events on your site or if you want to split conversions on your site.

Facebook Pixel Conversions

Related articles and resources on Facebook Pixel:

Learn about Facebook Ads

Facebook Pixel Implementation Guide

 

 

Google Adwords Express and Adwords

Did you know that there are two versions of Google’s advertising platform Adwords? There’s full blown Google Adwords and Google Express.They are both really similar but Adwords Express is designed to make it easy for you to set up your ads. Managing your ads easy is because you don’t have to – it’s all automated.

If you don’t have a website then Google Adwords Express is the way to go as it allows you to advertise your Google+ page on Google and Google Maps. It might also be the right solution if you have a small budget, want to spread a wide and targeted net and you don’t have a clue about (or don’t want to learn how) to manage your bids. But beware, with Express Google decides the keywords your ads show up for and you have no insight into how much bids cost.

Benefits of Adwords:

  • Pay when someone clicks on your ad
  • Full control in choosing keywords, bidding on those keywords, and how your account is structured
  • Targeted by geography – can reach people anywhere
  • Access different ad formats and reports onGoogle, Google Maps, and partner sites.

Benefits of Adwords Express:

  • Pay when someone clicks on your ad
  • No control in choosing keywords, bidding on those keywords or how your account is structured
  • Advertise on Google, Google Maps, and partner sites.
  • You can reach people anywhere

If you want full control over the search words your ads appear for, or if you want to manage how much you bid for those keywords then Adwords is the best option.

Adwords Express is a way to test the waters and to find out how Google’s advertising platform works but if you are serious about advertising on Google, full blown Adwords is the only way to go. Adwords can be quite complex but it’s easy to learn yourself if you have time to dedicate to it, if not consider outsourcing (hint – we do that!).

Switching From Express to Adwords

When you are setting up a new advertising account Google really wants you to set up an Express account so it is easy to set up Express accidentally. If you started out with Express and now want to move to the full blown Adwords to take advantage of full functionality, the best way to switch from Adwords Express to Adwords is by calling Google support. Here’s a link that will help you with that.

If you set up Adwords Express by mistake you can cancel the account by clicking on the Settings Cog at the top right of your screen after login then clicking on preferences in the left hand sidebar and scrolling down to the bottom of the page where you will see the ‘Account Cancellation’ option. However if you do this then try to set up a fill blown Adwords account using the same email address you might not be able to. Best to call support!

Using Adwords Express and Adwords Together

Using both of these at the same time is not recommended, there are no benefits from doing so and it will make it more complicated to keep track of everything and to manage your campaigns.

 

 

 

 

Google Analytics Set Up

This is an update of a post about Google Analytics that was originally published in 2009. To see the original, click here.

Google Analytics is the best way to track traffic to your website. It will tell you where in the world your visitors are from, the route they take to your site, how long they stay, whether they convert and much, much more. Analytics is free to install so if you haven’t already done so, what are you waiting for:

Google Analytics - Set Up

1. First of all you will need a Google account. If you are using gmail you can use those login details and if not, sign up for an account then proceed to check in with Google – click on the sign up button to get started.

2. Choose the ‘Website’ option.

3. Enter your Account Name. URL, timezones, industry category and click the applicable data sharing terms then click on the blue Get Tracking ID icon. Accept the terms for your location (using the drop down).

4. You will be taken to the tracking instructions. There are 3 ways to make sure Google knows to track your site.

  • You can copy and paste the website tracking code into each page on your website
  • or use the code to create a php file and add a little code to your template
  • or you can use Google Tag Manager.

The way we prefer is to insert the code into the header section of your site in the <head> section before the <body> tag.

Once you have it set up and its been tracking traffic for a few days, you will find all kinds of valuable information that will enable you to improve your SEO, your online marketing efforts and make educated decisions:

Your traffic: where it comes from (both geographically and from other sites), how often people visit, how long they stay and which pages they visit and more;

Your content: which pages they land on and where they go from there, which content drives the most traffic etc (or the least);

Your goals: track your online marketing goals including conversion rates, funnels and Adwords campaigns.

Tips

  • Filter out visits from you or your employees as they can skew your results.
  • Set goals – Analytics allows you to set goals pertaining to your traffic. You should use these to track success.
  • One of the things I like best about Analytics is the ability to view data in different ways – remember to use these capabilities to view graphical representations of your data.

Having problems installing Google Analytics or no time to do so? Just let us know. This is just one of the many services we provide.

Reasons To Be Cheerful October 2016

A-maze-ing Laughter - Yue Minjun - Sculpture

A-maze-ing Laughter – Yue Minjun – Sculpture

Online tools make us happy. For those of you who have been longstanding followers of this blog, you will likely remember our Reasons to Be Cheerful posts. It has been over three years since our last one. It’s not that we’re not cheerful it’s just that we’ve been kind of busy growing.

The whole point of the reasons to be cheerful posts is to share websites, tools, apps, blogs and other cool stuff we use or have discovered lately. After 3 years, we have quite a long list but we won’t dump them all on you at once!

Canva

We use Canva regularly, and have done for ages, to create images on the fly. You can upload your own photos and images or access the Canva repository images (they don’t cost much usually $1), add great graphics and text and best of all Canva has preloaded templates for social media, Facebook posts, blog graphics and more. This is a must have in any marketer’s toolbox.

Designrr

Every small business owner wants to write a book right? Or at the very least an ebook. Often the content and design are the only things holding us back. Designrr is a great tool that make this happen. You simply grab a URL (i.e. a blog article you have written), choose a template, tweak, tune and publish.

MentionMapp

MentionMapp makes discovering Twitter’s gems easy. It visually displays people, places, events and conversations so you can see the connections, track conversations, hashtags and trending topics all in one view.

Barracuda

Find out if your website has been impacted by Google’s algorithm changes using this Penguin Tool.

Twitter Analytics

Most Twitter users don’t know this exists! If you are using Twitter for your small business it is important to track your top tweets, impressions, mentions and followers. Twitter analytics is a great tool to let you do so.

Wishpond

If you are looking for a marketing platform that is affordable, easy to use and has all the bells and whistles you need to manage campaigns across multiple platforms, Wishpond is the one. Its a great alternative to Infusionsoft at a much lower price point. Use it to build landing pages, manage social promotions, website popups, online forms, lead activity tracking, lead management, lead intelligence, marketing automation, email marketing and measure success with marketing analytics.

Square

If you want to accept credit card payments for your small business then Square is great. It’s easy to set up an account, they send you a dongle that you attach to your phone or device to accept payment (or you can do this manually too). You link Square to your bank accounts and you’re ready to go. Even better, it’s much more cost effective than traditional tools since there’s no monthly fee and the percentage they take is smaller.

Starbucks App

We all need caffeine to get us through the long days as entrepreneurs right? The Starbucks apps is not new but using it to order your coffee and pick up without waiting in the queue is. It’s particularly useful at conferences when you have a short break and long wait for your latte. I really shouldn’t be sharing this one….

Personal Brand – Use Social Media To Build Yours

Thanks to the internet and social media there has never been a better time to build your personal brand. There’s over 1.7 billion people on Facebook (and counting), 450+ million on LinkedIn and personal branding and social media reach300 hours of video being uploaded to YouTube every minute, just to name a few social networking tools you can use to connect, reach, influence and lead.

Ten years ago if you wanted to be seen as a thought leader in your industry you had to get out there and network one on one, you had to write a book, do lots of speaking engagements, you had to interact face to face. I am not saying that these techniques are obsolete, face to face is still important but now, thanks to the internet and new technologies, we can do all of these things and more from the comfort of our office (or car, or home – practically anywhere you have a device and a connection!).

Networking is key to building your brand and proper use of social media makes this easy. There are thousands of different social networks you can’t use all of them effectively so choose the ones that are most likely to help you reach your intended audience.

Using Social Media To Build Your Personal Brand

Two important tools that you should consider are blogging and LinkedIn.

Blogging to Build Your Personal Brand

When it comes to using blogs to influence and share your knowledge you have 3 options:

  1. Create your own blog. This is a great long term investment and a fantastic way to showcase your knowledge. It’s easy to set up (use WordPress) but takes longer to build your following.
  2. Comment on other blogs – this is a great way to introduce yourself to industry influencers and to add value.
  3. Guest blog – writing guest blog articles gives you the biggest bang for your buck in the short term. There are blogs in your industry that already have thousands of readers and they’re looking for content. Write for them.

LinkedIn For Personal Branding

LinkedIn isn’t simply tool for jobseekers it’s a professional network where people showcase their career experience and knowledge. It is the perfect forum for to build a strong reputation. Make sure your profile showcases your knowledge and expertise (what it is that you are a thought leader in should be highlighted in your profile and summary), connect with the right people (450m of them – that means a lot of influencers in your industry and, even more interestingly, a network of 450 million people you could potentially influence.

Key Points to Remember When Using Social Networks to Build Your Brand

Connections – it is important to connect with the right people – the influencers in your industry and the people you want to influence, but connections are just the start. Focus on enhancing those relationships and taking your connections to the next level through regular interactions. Build relationships rather than collect connections.

Content – share content that is related to your area of expertise and add your own perspective in the post. The more content you share, the more people will notice, the more you will be perceived as a thought leader in your industry.

Consistency – this is key. Don’t start a blog then neglect it. If I land on your blog and it hasn’t been updated in ages what does that tell me about you? Same goes for LinkedIn. To get the most out of these forums you have to be active consistently.

Related Articles:

Social Leadership – What It Means to Me