How Facebook Targets You and why small business needs to set up social media tracking pixel ASAP
How does Facebook target you, is really interesting? You can go into your own account and it’s going to show you exactly who is targeting you. It’ll show you the interest, or if you were put inside of a custom audience. A custom audience can be an email list a brand has uploaded into Facebook to target you with their specific messages and Social Network ad preferences can be multiple categories for instance Business and industry, Education, Family and Relationships, Fitness, Food and drink Hobbies, the list really goes on and on. Now what’s interesting is that you can take a look at this list, you can go ahead, there’s a little x that you can click on each one of these interests to remove the interests if they don’t relate to you.
So how do SMB make sure they target their customers and not the entire internet at large!!
Let’s welcome the Facebook Pixel!
Hola, welcome, Ciao…
A small piece of code that can add HUGE value to your bottom line and create an impact on your marketing strategy for small businesses.
So what is a Pixel? A pixel is a small line of code that all social media networks have — LinkedIn, YouTube, Tik Tok, Facebook, Instagram, Pinterest etc. when you set up a business account associated with any social media platform, you will be able to access your unique tracking pixel that can be copied and pasted onto your website and the cxl.com training has the simplest way to describe a social media tracking pixel — ‘So imagine when someone goes to your main homepage. Well, that tracking pixel, it’s kind of like a sticker, it’s going to be stuck on someone where they travel throughout the internet.’ Curly Maly. Literally the most perfect way to describe a pixel.
So what this does is it will allow you to show that user sales ads or brand messages you feel they need to know or be reminded if they have viewed a product or landed on your website. Customers’ social media consumption can be different from one another. My kid likes to Tik tok my parents do Facebook. So without having to have a content marketing strategy or brand presence on multiple social media platforms you can have a niche omnipresent social ad strategy that only shows your brand's ads to the user that are interested in you and use whichever social media platform they like to serve your brand messages. They google you, they get referred to a link via email. The moment a new relationship starts, if you have a pixel on your website, you can retarget them and be ever-present in the time they spend on social media The tracking pixel data helps ensure your ads are seen by the people who are most likely to take your desired action and get more sales and actions by people forming a relationship with you. For example, you can show people an ad for the exact product that they abandoned in a shopping cart or added to a wishlist on your website.
For any small business it’s important to capture people at the moment they are after your services or wanting to buy your product. SMB advertising can be focused on tracking the activity of your website visitors and those who came from social advertising — for instance, a Facebook ad or an Instagram ad has lots of other placements, we can actually tell exactly where someone clicked on an ad and exactly where they became a lead, we can measure the results of the ad and also the pixel’s going to capturing even more information on our customer's interests and current life stage micro-moments — we can then build audiences, retargeting audiences in our social ad strategy to target people at specific times at specific locations. This is going to generate leads and sales at a much lower cost than just advertising to a cold market.
Even if you’re not ready yet to engage in some of the more advanced Facebook Pixel strategies, you should install it now. That way you’ll have tracking and remarketing data ready to go when you are ready to start to have a social media advertising strategy. But just remember, one of the most important things to get started with the pixel is making sure you at least have the pixel installed site-wide. Typically this is in the header and that traffic is going to be visiting your extended funnel ClickFunnels, lead pages, whatever you have set for marketing/email automation also.
How to install a Facebook pixel -
You’re going to go to your business manager settings inside of the ads manager.
- Click Pixels underneath people and assets.
- Click to create a pixel.
- Type in the name of your pixel.
- Check the box to agree to the Facebook terms of use. — Click next.
- Now — you’re going to start installing the pixel on your website.
- Click set up now. This base code should be added site-wide — in the header of your website and your website is going to feed that information back over to Facebook literally in fractions of a second.
The future of privacy and tracking cookies.
So let’s touch on the changes that are happening with Apple v’s Social networking coming in hot for 2021 social ad trends. What’s important to understand is a lot of third-parties are talking about removing third-party tracking. Apple’s doing a lot of this right now. They want to really focus on privacy, which I think is great. You hear a lot of phone companies and phone manufacturers also talking about privacy. How are people able to be tracked?
Well on one side of it, people don’t want to be tracked. But on the other side of it, you don’t want to see ads for baby toys if you’re not expecting to be a parent. You don’t want to see nursing home ads if you’re 20. The internet is a utility and there’s a certain reason that advertisers use tracking and that is to make sure that ads being delivered are highly relevant to the end-user
So Facebook has something that’s called the first party pixel. See what that means is if you’re logged in on your desktop, on your laptop, on your iPad, on your iPhone, on your iWatch, whatever, Facebook knows what you’re doing and what you’re tracking, and what’s going on. So even if the iPhone was to block those cookies or that tracking. It doesn’t matter, your laptop’s still up, your iPad’s still up. So what Facebook is basically saying is — tracking’s going to be not as accurate as it used to be before. So we really have to start tracking influence.
So remember, as a lot of these people are saying that they’re getting rid of tracking pixels, well, Facebook’s the first-party. They’re not third-party. They’re not a third independent site. But again, if we’re only measuring clicks, you have to be measuring influence cause Facebook’s not going to be able to track all clicks but they’ll be able to track influence.
Also, what’s going to happen is once we get your pixel really rockin’ and rolling, what’s really going to happen is the advanced matching capability. When you go back in the pixel area in settings, you want to make sure you click on settings, and you’re going to see advanced matching. I don’t know why, but a lot of people have this turned off. Make sure that you turn it on. It’s right here. So we want to turn on advanced matching cause Facebook’s going to be able to match people not only with the pixel but this email matches up with this person, phone number, first, last name, city, state, zip, gender. Unlock all of those so that way Facebook can figure out all the pieces and really make that tracking work again way outside of clicks.
Good luck and pixel and beyond!!
Who am I
Ohhh 👋 I’m Aoife — pronounced (Efa-aaa), a digital marketing strategist and the founder of Yarnly.AI, living and working on the Eora Nation Australia. My mission is to amplify and support purposeful brands that are wild cards, have brave voices, and are championing change.
Yarnly’s mission is to work with humans on their dance floor providing equity to elevate voices through redesigned automation strategies with a focus on purposeful, ethical, and consensual marketing for socially responsible brand experiences.
We love meeting new people and creating magic to elevate underrepresented voices. Feel free to reach me at www.yarnly.ai aoife@yarnly.ai — maybe we can help you with your email journey.
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🍃 I acknowledge the traditional custodians throughout Australia, recognising their continuing connection to land, water, and culture, and pay my respect to elders, past, present, and emerging.🍃
