EmmaM Online — Episode #5: Introduction to Facebook Pixel for Multi-Location Brands
What can pixel do?
You can create a pixel and connect it to your website to:
- Make sure your ads are shown to the right people, on the right devices, at the right moment: Knowing how people use your website can imply what they’re likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.
- Build effective advertising audiences: With Custom Audiences, you can show your ads to people based on how they’ve already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers.
- Measure cross-device conversions: See how customers move between devices while engaging with your content — and determine what devices they are most likely to convert on.
- Unlock additional Facebook advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead (CPL) or cost per conversion (CPC) are only available to advertisers who’ve installed pixel on their websites.
- Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.
Pixel can enable powerful, actionable and cost-saving adjustments to ad delivery — such as, only displaying brand awareness campaigns to people who’ve never visited your website, or offering limited-time discount codes to people who’ve abandoned online shopping carts.
“For a brand’s marketing team, what are the top 3 audiences that you would want the Facebook Pixel to create for you?”
-Emma Monro, SocialSurvey
WIIFM – What’s In It For Me?
What’s in it for Mortgage?: For Mortgage, the top 3 audiences would be: New Home Buyer, Refinance and VA. My challenge to you is this… If we took a pixel-created audience of those that had been on the refinance section of your website, what would your Awareness, Consideration and Conversion campaign look like?
What’s in it for Insurance?: For Insurance, the top 3 audiences would be: commercial lines, personal lines or employee benefits. My challenge to you is this… If we took a pixel-created audience of those that had been on the employee benefit section of your website, what would your Awareness, Consideration and Conversion campaign look like?
What’s in it for Real Estate?: For Real Estate, the top 3 audiences would be segmented by very specific locations, so that at a very minimum, you can show new properties in the individual location, to those that have been looking in that area over the last 90 days. Think about it like this… If we took a pixel created audience of those that had been on the ‘X’ location section of your website, what would your Awareness, Consideration and Conversion campaign look like?
What’s in it for B2C Multi-Location Brands?:
For a franchising brand: For your brand, the top 3 audiences could be segmented by pain point.
For a recruitment brand, you would have a Pixel event for job seekers, and a Pixel event for employers looking to hire. You would then segment by location.
For a fitness brand, you would have a Pixel event for New To Fitness, Fitting Fitness In and Athletic Fitness. You would then segment by location.
Next week, we are diving deep into an introduction to Core, Custom and Lookalike Audiences for Multi-Location Brands.
Go to the pinned post on our Facebook SocialSurvey page, and get the reminder!
That’s a wrap of Episode 5: Thanks for all of your insights and collaborations, and see you all next week! Get the reminder.