Facebook Ads Lead Generation Tips: Introduction
Let’s be honest. Setting up Facebook ads can be confusing. Sure, all the options make Facebook an efficient platform for advertising, but they also increase its complexity. Pixels, for instance, are one of the features that get business owners frustrated with Facebook advertising.
Facebook used to have two types of pixels, each with a different function. There was a custom audience pixel for remarketing to website visitors and a conversion pixel for tracking conversions. Wanting to improve their advertising platform, Facebook simplified the process in 2015, by creating a singular pixel that can be used for retargeting, optimization, and tracking.
The new Facebook Pixel allows you to:
- Create custom audiences from your website for retargeting;
- Optimize Facebook ads for conversions
- Monitor ads and track conversions
Not only does the new pixel simplify the Facebook advertising process, but it also helps you to supercharge your lead generation machine. Here’s how:
- Create Custom Audiences
Facebook uses Website Custom Audiences to help you remarket to website visitors. The pixel will drop a cookie that will track your visitors on your website. It will tell you what pages your prospects visit and when and what pages they ignore. This information can help you create highly targeted Facebook ads based on your visitors’ behavior.
However, you need to understand that you can’t pick a specific visitor and target him or her directly. Instead, what the Facebook pixel allows you is to target group of users based on their behavior. For instance, you can advertise to people who have visited a distinct product page or who have visited your website in the last 24 hours.
- Set Up Custom Conversions
One of the most interesting features of the Facebook Pixel is Custom Conversions. They are what you will use to track what’s happening on specific pages.
Imagine you are a consultant in Portland, and you create a Custom Conversion that monitors visitors to a service page. You can also include the cost of your service. That way, you can see if your Facebook ads are profitable. If you are charging $100 for your consultations, but spending $150 for every customer that comes from Facebook, then you’ll definitely need to rethink your strategy. That’s just one example, but we believe just about every business can benefit from Facebook ads if they are creative and persistent.
If you run an online sporting goods store, knowing your average order size is a key metric to develop a successful Facebook advertising strategy.
Needless to say, knowing how your Facebooks ads perform and how your audience reacts to them is a great advantage. You can optimize your ads based on your results and improve your chances at getting more leads.
- Track the Sales Process
A prospect gets on your landing page via a Facebook ad; he likes what he sees, so he clicks through your sales page. He’s convinced enough, so he makes a purchase and ends up on your success page.
Tracking the entire customer buying process is extremely important for any marketer since it can help you understand why prospects don’t convert and what you need to change. The Facebook Pixel can help you track your landing, sales, and success pages, giving you an accurate idea of how well your pages are performing.
There’s a lot more when it comes to Facebook ads and the Facebook Pixel. Hopefully, this post helped you realize how this powerful tool can help you boost your lead generation machine.
Want to explore how Facebook ads can make your business more profitable? Contact us for a free discovery call!
