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As an advertising agency, we are often asked, “How can I measure my campaigns to make sure they are working?” Most clients are used to advertising in traditional media, such as newspaper, radio and television. Unfortunately, traditional media doesn’t have an effective source of tracking.
On the other hand, with today’s digital advertising platforms, there are many ways to track ad dollars. Most online advertising platforms allow the user to track conversions. Conversions are an assigned action which the advertiser delegates as a sale/lead. For example, within Google AdWords, you can create a tracking conversion on your website’s “add to cart” button which will track which keyword led to that click. This data is gold when running any online campaign as it allows you to refine your targeting. The same holds true with Facebook’s new Pixel feature.
A Facebook Pixel allows you to place a line of code on your website which tracks who has visited your website. Now when that person goes on Facebook, you can advertise directly in their newsfeed. Traditional Facebook ads allowed businesses to advertise within the right side column. This Pixel allows for “in-feed” content and talks directly to the viewer. This is a great way to stay “top-of-mind” during a consumer’s purchasing decision time. These ads are far more effective when using Pixels. You will know exactly who you are advertising to and how those ads are performing.
Facebook has always provided the opportunity to create custom audiences for ad delivery. With the use of the Pixel, you can track which pages are visited and which are not. This functionality allows you the option to target potential customers based on a range of variables. To be clear, Facebook doesn’t let you choose a specific website visitor and advertise to them. Instead, you can advertise to groups of users based on visitor behavior.
A few examples include:
- People who have visited your website in the past 24 hours
- People who have visited your website in the past 180 days but have not been back in 30 days
- People who have visited a specific page on your website
- People who have visited a specific page on your website but not another specific page
Advertising campaigns based around these tactics are a great way for businesses to regain those “lost clicks” when someone leaves your website without making a purchase. We have all been surfing the web when we have an ad show up for a product we were researching. They tend to follow you across the internet to all of the pages you go to. Now, it’s important to keep in mind that this technique isn’t meant to deliver immediate results, but it will help build a relationship and brand awareness. Once the potential customer sees your advertisement in their newsfeed, they are more likely to “like” your page and interact with your brand. This is your opportunity to build trust.
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