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I’ve heard so many horror stories about “Facebook Ads experts”. Don’t get me wrong, I’ve heard some great stuff as well, but the reoccurring theme for a lot of people that pay these experts seems to be they got charged a lot of money for not a whole lot of success with Facebook Ads. By no means am I a “Facebook expert”, but I do work for an ad agency as an account manager on the programmatic team. The thing that frustrates me the most, is that so many small businesses and bloggers could easily take charge of their own ads with a little bit of guidance and save tons of money. So I am going to up my game with my Blogging Tips section and start giving you guys guidance on how to advertise online.

Your “little bit of guidance” starts today, with adding the Facebook pixel.

What is the Facebook pixel?

To answer this, I will take you through what a pixel is in general, and I will try not to get too technical. The aim of a pixel on a website is to enable you to retarget users, see how they move around the page and also set actions you want people to complete once they have seen your ad. If you do want to learn more about code in general for your blog, I recommend “Coding for Dummies” which has been a lifesaver for me!

Retargeting

What retargeting means is that you can create adverts specifically for people that have already visited your website. An example of how this can be valuable is if you have a page on your site that has free resources, you could target the people that have visited this page with an ad for a discount on your paid for content.

Seeing how users move around the site

Once you have set the pixel up, you will be see how users move around your site. As soon as the pixel is set up, you can then add “Events” to your pixel which are basically either page views or certain actions.

Setting actions

If you want to pay for your ads based off of a user completing a certain action, you can do this using the pixel. Then when you set the ad up, you set it up as “CPA” which means cost per action. For example, if your action is a sale, you can opt to pay for your adverts per sale. For example the CPA (cost per action) might be £2.50, which means you are paying £2.50 for each sale. The “action” is not limited to sales. You can set it up for downloads, people adding products to a wishlist etc.

Why should I add the Facebook Pixel to my blog?

There are a number of reasons to add the Facebook pixel to your blog, and they are all GREAT reasons, but the main reason you need to stop everything else you are doing and add the Facebook pixel to your blog right now is because it is FREE. You do not need to be running any ads or spending any money to set the pixel up. Once you set it up, it automatically starts learning about your users. Things it might learn include demographics like age and gender, the way users move around your site and what interests the person might have. This gives Facebook a chance to figure out which users are more likely to complete an action, like a download or making a purchase.

How to set up the Facebook pixel

Where does the pixel go? 

The pixel is essentially a piece of code that goes in the header of all of your pages.

The first thing you need to find out is how to edit your header on all pages of your site. If you use WordPress there are a couple of plugins to help you with this. The one I personally use is called Head, Footer and Post Injections. This gives you a really simple way to edit the header text on all pages of your site.

The most important thing is that you find out how to edit the header on every page. After you have found out how to edit the header text of your blog or website, you are ready to tackle the Facebook advertising platform.

Generating the pixel in Facebook

Now that you have figured out where the pixel needs to go, you will need to create it in Facebook. Log in to your account an navigate to your page. Now, even if you have not run any ads previously, you will be able to access ads manager from your page.

Under “Manage page” click on “Ad centre” and then “All ads”.

When you get to the above screen click on “Show more details in Ads Manager”. Once you are in ads manager, click on the 9 dots at the left hand side of the page. When you hover over it, it should say “Business tools”. From there, you need to click on “Events manager”.

From the “Events manager” page, click on the green + on the right-hand side. Then select “web” and then “Facebook pixel” from there. The next screen will prompt you to give your pixel a name, and to put in your web address to make set up a bit easier.

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When you get to the above screen, click on “Manually add pixel code to website”. Then all you need to do is copy the code and add it into your header script, on all pages.

Give your pixel a day or so to start pulling information, and then you can check on it and have a look to see if the traffic matches up to your own Google Analytics stats. Website views can be potentially counted differently on different platforms so don’t worry too much if there are small discrepancies.

From the “Events” screen, you can click on “Create” and then “Create custom audience”. You will then be guided through setting up an audience of website visitors to use on your next ad campaign.

If you found this useful please feel free to buy me a coffee! Also, if you would like a free Zoom call to help you with your Facebook advertising please email me on funinyour30sblog@gmail.com.

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