Want to find out if you can reach your prospects and customers with Facebook ads without even spending a dime? You can advertise on Facebook for as little as $1 a day which is so low cost I have to wonder why everyone doesn’t just automatically do it. But here’s something I hear a lot when I mention Facebook ads:
1: I tried Facebook ads and they don’t work for my business
2: My prospects and customers aren’t on Facebook
Forget about paying for ads yet. If you have a website, you absolutely, positively… don’t question me here… should have the Facebook Custom Pixel working for you.
What is the Facebook Custom Pixel?
The Custom Pixel is a little piece of code you place between the open and close HEAD tags of your website. Once this is installed every time a Facebook user goes to your website, as long as they don’t have an ad blocker, you can track them with the pixel. Let me explain…
… But first, the goal of this blog post is mainly to show you why you should do this. It is not necessarily to show you how to do this. It can be a little technical but it is well worth doing or having your qualified web master do it for you.
The goal is to show you why you absolutely, positively… don’t question me here… MUST, MUST, MUST do this and to explain this very confusing concept in a non-tech speak way.
If you want a straightforward easy to follow plan for doing this, you can get the free download instructions for setting up the pixel. The download gives you a simple PDF instruction to do it so you can either do it yourself or hand it off to the professional on your team. Click Here to get the PDF
Let me paint a picture for you
What if you could show ads only to people who were highly likely to buy from you? Would that excite you? Most businesses spend money on newspaper, TV, radio or other ads hoping for a tiny return. This is in essence tossing a fishing line in the ocean and hoping 100 fish bite at once. It’s mostly an exercise in futility and frustration. How much does it cost to put an ad in the newspaper or on TV or on a billboard? How many times do people need to see or hear those ads to become a client? How many clients do you get from that ad? What is the cost per customer for those ads? I am not telling you not to use these ad mediums. I am simply trying to illustrate a point here. You probably know that to get the biggest bang for your buck in these mediums you need to be consistently appearing in front of your prospects over the long haul. Meaning you can’t just put one ad in the paper and expect a flood of clients. You have to hit them with what is called multiple touches or impressions. After people see your ad so many times they become more likely to buy. The frustration is always in targeting. You have to put it out there to the masses to get those few to see your ad. What if you could put that ad only in the newspapers that went to the houses with your buyers? You’d pay less. You’d get higher conversions. Your cost per customer would be super low.
A super simple explanation
So you spend all this time, effort and money building a website and driving traffic to it, right? You buy ads and logically wouldn’t you agree that before someone takes action to buy they checkout your website? This is statistically (and logically) what consumers do by the way. Here’s what typically happens. Someone sees you somewhere; an ad, a referral, a social media post, etc. They then go learn more about you on your website. Some take the next step but most leave. By having the pixel on your site, you’re basically not letting them leave. You have captured their information via Facebook and can now market to them again for very little money. Like pennies. But the best part is that you don’t spend any money until you see the data in the pixel. So you’re not spending money without knowing if you’re even talking to the right person.
Did I mention it is only one dollar a day?
I’ve personally seen success in so many niches with Facebook ads that I am pretty confident saying they will work for your businesses. And most of the time when people tell me either of those two reasons why they think Facebook ads don’t work I learn that they just didn’t do it right. They boosted a few posts and made their entire judgment on that experience. Now they might be correct that Facebook just won’t work for them as an advertising platform. But with an active user base larger than many countries, and a very low cost to advertise, I bet they are not making an accurate assumption.
Seriously, do this!
The Pixel will provide scientific proof that you will see with your own eyes whether your prospects are on Facebook or not. And in case you’re not seeing the big picture here it’s worth repeating: to see it you don’t need to spend any money. Before I get into the how, I need to explain what a very powerful marketing strategy, that you’ve likely experienced and bought something as a result of, is.
What is Retargeting?
Retargeted ads follow you around the Internet. You’ve likely seen them before. If you’ve ever looked at a book on Amazon but didn’t buy it, a piece of code inserts a pixel or a cookie on your computer, (just like the Facebook Custom Pixel does). This allows Amazon to remember you. Now when you visit another website you might see an ad for that book. It is a very powerful way to advertise. Most people are not going to make a purchase on the first visit. In fact, statistics show that only a very small percentage will buy on the first visit. So if someone visits your website but doesn’t take an action, this strategy allows you to market to them again. But the big benefits here are you are now marketing to only those people who have actually expressed an interest in your product or service. And, you can do it at a fraction of the cost of just about any other form of paid advertising (until Facebook jacks up the prices… so get in now while the getting is good!) There are many services that offer retargeting. But here we are specifically talking about retargeting on Facebook. This means showing ads to people on Facebook who visited your site. And it all starts with…
Setting up your Custom Audience Pixel
You do this from your Ads Manager. This is accessed from your personal Facebook account here: If you have upgraded to the new Business Manager tool you can also get to the ads manager through business.facebook.com. If you’re new to Facebook ads you may want to start here as it takes the ads manager off your personal page. Step 1: Once inside your ads manager, select Pixel from the Tools menu. Step 2: Hit the green create pixel button Step 3: Name the pixel Once you hit the create pixel button, you will see the special code. Copy this and either install in the header of your website or give to your qualified web master (If your web master doesn’t know how to do this, they are not a “qualified” web master and you should seek a new one). Every page and sub page that loads needs this pixel on it. In my free training on how to set this all up I show you how it’s done for WordPress websites.
Test to make sure it works
Facebook has a tool called “The Pixel Helper“. You need to use this in the Google Chrome browser. Once the tool is installed, browse to any page on your website then hit the Pixel Helper tool on your browser toolbar. This will tell you if the pixel has loaded properly. And if it did not load, it will tell you what the error is so you can fix it.
Here’s what happens next
Under the Tools menu where you created your pixel is an option called “Audiences”. This is where you will be able to see the activity happening with your pixel. It won’t show any results until 100 people have visited your website. And it increases in increments of 100. So even though your pixel shows 200, it could mean you have between 200 and 299. Over time, as you drive traffic to your website, you will see for sure if Facebook users are visiting your website. And if they are, instead of boosting posts to people who liked your page and their friends, or instead of figuring out the right people to target, you can create an ad that targets people who visited your website. When you create an ad, you choose your pixel as a custom audience in your targeting. You will now not only know for sure if your prospects or customers are on Facebook, you can target them specifically. In part 2 of this series I will show you how to dig deeper by creating more custom audiences. To get notified when the next trainings come out and to get the PDF instructions to setup the Pixel Click here and enter name and email.
Go to Part Two to see what you can do once the pixel is setup.