Category Archives: Facebook Marketing

How to Install Facebook’s New Advertising Pixels

Do I need it? Not unless you use Facebook for advertising, and then you’d have to be hillbilly-stupid not to be using Facebook’s new-old pixel system.

What’s a pixel? A tiny piece of code you stick in your website which sends information of visitors back to Facebook. To Facebook, note. Not to you or me. But still suuuper-useful.

Facebook used to have 2 pixels – Website Custom Audience, and Conversion. Now, it’s all one. Easier in some ways. Harder in others.

This post is not about philosophy, or reason-why, or how to use the pixels to improve your advertising results (which it will). This post is about how to install the pixel.

The Facebook pixel in it’s basic configuration is found from your Facebook Ad Manager or Power Editor. This post is not about how to find your pixel. This post is about how to install the pixel.

The base configuration pixel is installed on your website. On every page if you like. If you know html, you can edit your html header and poke the script in there. Easy peasy. If you don’t know html, and are using WordPress (as apposed to some other Content Management System), then you use a plugin to put the base pixel into your website.

Which plugin? This one:  Screenshot 2016-06-05 at 4.56.40 PM

It’s just called “Insert Header and Footer”. Easy to install, and setup via copy-and-paste the Facebook pixel code into the plugin settings.

So far, so good.

Now, while it might easier to understand the idea of a Conversion Pixel which tracks all of your funnel or page/website conversions, Facebook now has you insert a piece of “Standard Event” into the base pixel code. Easy, trust me, you can do it. It’s more difficult to write about that to do it.

This post is not about putting the Standard Event code into the Facebook base pixel. This post is about how to install the pixel.

Now, Standard Events DON’T go on every page like the base pixel code. Standard Event pixel codes go on the individual pages of your website which represent stuff you might want to track – like, say a sales funnel, or optin pages.

So, now you need to be able to put a different piece of code on one page to another. Yay, WordPress has plugins to do that also. Here they are:

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Either will do the job. Super easy (obvious) to set up. Send me a note if you struggle, and I’ll help you out. Promise.

Another simple Facebook retargeting idea

Now, you’ll recall we spoke about Facebook pixels and retargeting using these pixels.

Here’s an idea for how this might work. Also note that you may choose not to run a single Facebook ad in isolation. You might, if you were looking for a one-off sale, say a CPA offer or equivalent. In which case, profit vs loss and ROI is pretty easy to calculate and to think about.

If though, you were looking to bring new customers into your business using Facebook pixeling and retargeting, you might take a longer term view. That also means that the thinking about whether an individual Facebook ad is profitable or not might be less obvious, and might not even be relevant.

Now, when a new person opts in to your email list, you might send them a series of emails. Some of the emails might be branding and introduction and some might be offers. There’s a series of them, and they are triggered each time a new subscriber opts-in.

With Facebook retargeting, though, it doesn’t start with an opt-in. It starts when a a visitor is “pixeled” as they land on your site. It might be if they land anywhere on your site, or it might be when or if they land on an individual page. You could, for instance, capture the moment they land on your opt-in (or better, your confirmation) page and set off a series of timed Facebook exposures at the same time they were seeing your emails.


Or maybe you drive them to a particular part of the site using a targeted Facebook ad and the follow up with a series of exposures of similar content. This warms them up to your brand and opens them up to the eventual sale. The sale could be to opt-in to your list at this point, or to request some information, sign up for a coaching/sales call, or an actual sale of a product or service.

The leverage is all from the warming up and gradual exposure via Facebook’s pixel retargeting.

C’mon boy … bring those prospects back!


A Brief Lesson in Facebook Retargeting

Retargeting in Facebook is the process where you can collect (or “pixel”) visitors coming to your site, and then target (re-target) exactly those people for Facebook advertising.

Why would it work? Because these people are already at least a little bit warm and have been exposed to some degree to our message. This means lower cost per click in our advertising, and higher ROI.

Now Facebook has recently changed its pixel process. There used to be 2 pixels, now there is just one. The one pixel should be placed all over your site, and then you can, if you want then use “Custom Conversions” or “Standard Events” to track, target and optimize individual steps in your sales funnel.

Now, say you were an offline business. For that matter, an online business. And now, say someone checked out your site. Often these people would be lost, and you may never see them again. With Facebook retargeting, you can “follow” these prospects around Facebook, and expose them to your message again (and again … and again). Thereby keeping your prospect warm.

The reason retargeting is so valuable is that we are all spending time, energy and money to attract people to our sites. We try to do the best job we can to show them outstanding content, and maybe (should!) capture their email address. However, numbers of visitors will drift away and not return. Note: you could track this number with Google Analytic’s Bounce Rate, and get a further sense of engagement by looking at how long people stayed on your site.

By using a “Custom Audience” in Facebook composed of the people who visited your site (for anytime up to 180 days), you can expose them to ads to send them back to your website, to show them products or services, or entice them to “Like” your page.boomerang

Exactly those people who you know have already visited your site!

On an average it can take 7 to 10 times of a prospect being exposed to your message before they will buy. With Facebook retargeting you can be deliberate about exposing that message to your visitors again and again to build up that 7-10 exposures. Otherwise … how would you know?

Building a Custom Audience ready for Facebook advertising is not difficult. I know you can master it. Then you can retarget visitors for higher responses rates, higher ROI, and cheaper advertising. Go to it!

Every Day Mr Wiseman said “Bonus! I Woke Up Again!”

He did.

He was a great old guy, 98 years old when he died. Used to walk up from the pub every night after having his one or two glasses of beer, and wish us good night. Very temperate man, Mr Wakeman. Old school.

I lived next door in the last few years of his life. Every morning as I headed out to work, he would be sitting in his pyjamas on his front porch, eating cornflakes out his blue porcelain bowl. He would wave his spoon at me, and say the same thing, “Bonus! Got another one!”

Life is short. Too brief. That was 15 years ago and it’s gone in a second. I wish I could say good morning another time or two but that opportunity has passed.

Opportunities pass all the time. Don’t waste them. Don’t wish you had a crack when you had the chance.

You’d like to have a business, some little side hustle. I know that or you wouldn’t be reading this site. Maybe you don’t know where to start. Or you’ve started but the improving, growing, getting better … that eludes you.

Social media, the internet, Facebook, Pinterest. People are making money there. Starting businesses, blogging about stuff, building automated affiliate machines, and Amazon websites.

If they can do it, you can too. I know you can.

How about starting here. With Facebook. Generate a few leads for some idea you have, build a little something. Make some sales, change your life. Don’t wait another day.

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Not all Facebook advertisements are created equal

Facebook has over 1.2 BILLION active users.
That’s one heck of an audience for your products, business or services. Whatever you have … there’s someone out there to sell it to. You just have to reach them.
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Facebook offers you different “Campaign Objectives”.  You have to decide what the campaign objective you want when you begin setting up your campaign. You can advertise for “Likes” to a page, or send visitors to an off-Facebook website.

Here’s a full list of the different campaign objectives Facebook gives you to choose from.

  • Page Post Engagement: Promote your Page posts
  • Page Likes: Get Page likes to grow your audience and build up your brand
  • Clicks to Websites: Get people to visit your website
  • Website Conversions: Track certain actions on your site (requires adding a Facebook pixel to your site)
  • App Installs: Get people to install your mobile or desktop app
  • App Engagement: Get people to use your desktop app
  • Event Responses: Increase attendance at your event
  • Offer Claims: Create offers for people to redeem in your store

I hope this helps, there will be more Facebook lessons coming. Keep an eye out.