If you don’t know what the Facebook Pixel is or just have not yet installed it, this case study is for you.
And if you’re already running Facebook ads WITHOUT having the Pixel installed, you’re wasting a lot of time, effort and money. This blog post could be the most important one you could read. I’m going to show you how to lower your ad cost and get shockingly better results.
The good news here is the Pixel is really easy to install, won’t cost you anything and you don’t even need to do a a Facebook ad to make it work.
Whether you’re doing ads yet or not, I can’t think of a more important thing for you to do right now than get the Pixel installed. This blog post will illustrate why. By the end of this I am pretty confident you’ll agree.
For help getting the Pixel setup, you can grab my quick-start guide free. Just click here to download.
The further away from the sale, the more expensive it is to get people to take action
The colder the prospect, the harder they are to convert into a paying customer. You probably spend more money trying to get a cold prospect than on any other advertising you can do.
The warmer the prospect gets, the easier and more cost effective it is to convert them. The activities you can take to get in touch with a warm prospect are by far the easiest and cheapest you can find.
The most expensive ads are to cold leads
So it’s always surprising to me that people spend more time, effort and dollars trying to bring in a cold prospect than just reaching back out to a warm one. The warm one should be much more interested in your service or product.
The more the prospect knows you, the more likely they are to buy. So it makes perfect sense that you need to:
Put your message back in front of someone who visited your website
The Facebook Pixel allows you to:
- Track people who visit your website (You cannot see their data and it is not used by Facebook in any other way)
- Show them ads in their Facebook news feed to get them back
- Optimize your ads for conversions
What is the Facebook Pixel?
The Pixel is a little piece of code that is placed in the header of your website. It is invisible to the person visiting your page. But it then can advertise to that person if they are a Facebook user. These types of ads are called Re-Targeted ads.
Someone visits your site but doesn’t take action and now you can follow them around Facebook reminding them about your offerings.
Here’s A Real Life Case Study
In the example below, I visit the Home Depot website. I am about to “Dethatch” my front lawn because it’s covered in moss. (By the way… in retrospect I really wish I hired someone to do it. Boy did this suck!)
Knowing what I need, I shop around. Starting with HomeDepot.com
I use a Chrome Browser tool called “The Pixel Helper”. This tells me if a Facebook Pixel is working on a website. I use this to make sure the Pixel is firing on sites I manage. But I can see it for any site that has it such as Home Depot, for example.
The Pixel Helper is telling me Home Depot has the pixel and has recognized me as searching this item.
Now Home Depot knows some things about me
At this point, I’ve just searched items on Home Depot. They now know I was looking for Dethatchers.
Here I take a step deeper and look at a specific model. You can see the pixel has tagged me as having viewed content.
Finally, I add this item to my cart to start the purchase process. It has now tagged me as adding this specific item to the shopping cart.
Here’s the REALLY important part
Home Depot can now advertise directly to me based on my actions!
They now know I was interested in buying a specific item. But I closed the page without purchasing. So they also know I didn’t buy. Look what I see now when I go back to Facebook…
I also see the ad right in my newsfeed. I will continue to see this ad throughout Facebook until I tell Facebook not to show it or buy. After some time, I will stop seeing it if I fail to take action.
Here’s the powerful bottom line
By doing this, Home Depot dramatically increases their odds of getting a sale. It would be like me looking at their ad in the newspaper and ten minutes later they call to ask me if I’d like to buy something.
Creepy… Maybe. Incredibly effective… You bet it is!
It’s a proven fact that the more touches or impressions you push to your prospect, the more likely they are to buy. This can explode your conversions.
If I send 1,000 emails to invite people to a webinar, I will probably get a 10% or so conversion rate. Meaning 10 people will register.
The rest of the people: 990 will take no action.
If I now send a second email, the conversions will go up. Potentially another 10% will take action.
Now I have 20 people registered. I’ve doubled my conversions by increasing the touch by one.
As I continue to follow up, I will continue to increase my conversions. By adding Facebook ads to my emails, I will set conversion records.
This is not just talk. I have seen the results skyrocket when adding Facebook ads.
Because a Facebook user is one highly engaged user. Facebook users are practically married to their newsfeed. They check it multiple times a day. And they dig deep into their newsfeeds.
If you send someone 20 emails in one day, they will probably call you up and tell you to cut it out. If you show people 20 Facebook ads in one day, they will see you but it won’t bother them.
Now you’re branding yourself and reminding them of their interest. You also have the chance at getting shared to all their friends.
Email is still an important tool, but nothing is more effective at staying in touch with your contacts than Facebook.
Here’s the really amazing part
Because you’re now only advertising to people who did something specific on your website, it is dirt cheap. The cost of advertising to website visitors is pennies compared to everything else.
Want to do a mailing? Could cost you hundreds or thousands. But for a couple bucks a day, you can reach your prospect where their attention is most hyper focused: Facebook.
Get the full Facebook Pixel basic training PDF
Need help? Grab my free training that walks you through setting up your Facebook Pixel. Click here to get it now.