Understanding Facebook Pixel



by Kevin May

Over the years, Facebook has rolled out various tools and resources that are beneficial to business owners, solopreneurs, marketing directors, and everyone else in between.

If you’re selling a product or service, chances are Facebook has a toolkit that will help you connect with the right audience and grow your business. Today I’m going to highlight one feature: The Facebook Pixel.

If you’re looking to understand what the Facebook Pixel is, how to use it, and how it can help grow your business—read on!

The Facebook Pixel Explained

The easiest way to begin is with a snippet from Facebook themselves; the social networking tycoon says the Facebook Pixel is “an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

The pixel is actually a piece of code that you can put into your website, and it will collect data on your business’ behalf. Many have called the pixel the most useful tool put out by Facebook, and with a little research, it can work well for any business leader of any budget and expertise level.

Some ways this data can help you include:

  • Tracking conversions from Facebook ads
  • Optimizing ads
  • Building targeted audiences for future ads
  • Remarketing to people who have already taken some action on your website

This little piece of code can give you some major insights into your audience and allow you to adjust messaging between users who are already familiar with your brand and then track the performance of your ongoing paid social advertising efforts.

How Does it Work?

The short answer: it places and triggers cookies to track users as they interact with your website and your Facebook ads. Seems easy enough, but let’s take a more in-depth look.

It’s important to note that this isn’t the first pixel from Facebook; in fact, there used to be a couple of different ones that all served different functions. For example, there was a pixel dedicated to conversion, another for custom audiences, and over the years the pixels have evolved.

Today, the Facebook Pixel combines all of those great features from above and allows us to handle conversion tracking, optimization, and remarketing without the need for various pixels.

Have you used the Facebook conversion pixel in the past? You’ll need to switch over to the current pixel (find out how in this article). Need to upgrade the old custom audience pixel? Look here.

Once you’re all set up, you can expect the pixel to fire when users take action on your website. Types of actions could be making a purchase, clicking on a specific link you’ve chosen, adding something to their shopping cart, when the user rolls their mouse over a particular element of the page, etc. You can customize your pixel to do what you want. So, when should you set your pixel up? Unfortunately, there are business owners that miss out on opportunities because they think they can’t start their pixel without Facebook ads, but the truth is it’s always best to implement it sooner than later.

Even if you’re not running ads at the moment, you can get a jump start on collecting useful data that can ultimately help you construct more successful ads.

Where Does the Info Go?

Now that you have an understanding of what the pixel is and what it can give you let’s get clear on where that information goes. Remember the actions I mentioned above? Facebook calls them “events,” and the pixel will send your events to a section in your Facebook pixel page called Events Manager. It’s all pretty straightforward, and you can log in to your Events Manager at any time to see what actions your customers are taking and even use that info to reach out to the same customers again through future Facebook ads.

What the Facebook Pixel Can Do for Your Business

I opened the topic up earlier, but now I want to dive in. The Facebook Pixel has three functions that it operates around: Custom audiences from your website, custom conversions, and custom and standard events.

  • Custom Audiences

This is Facebook’s way of helping you retarget visitors to your website. We know that if you have the Facebook pixel installed, it will track the movements of any visitors on your website if they are also logged into Facebook. You can get insight into what pages on your site they visited, which pages they didn’t touch, and when they visited. This insight won’t allow you to choose a specific visitor and advertise to them but instead allows you to advertise to groups of users based on shared behavior (this is the custom audience from your site).

Custom audiences may be defined based on which pages they did or did not visit, and by when they visited your website with a timeframe between 1 and 180 days. You can then use this information to decide which audiences see which ads.

  • Custom Conversions

Custom conversions is a function that many are particularly excited about and feel that this makes the entire process more straightforward. To create the custom conversion, you must select a completion page that may say something like “Thanks for signing up, you’ll get an email from us shortly.” The different categories you can choose from include:

  • Add Payment Info
  • Add to Cart
  • Add to Wishlist
  • Complete Registration
  • Initiate Checkout
  • Lead
  • Purchase
  • Search
  • View Content

All custom conversions are always being tracked, and you can log in at any time and create a report for one of your Facebook ads to see the conversion rate of any of your Custom Conversions.

  • Custom & Standard Events

This is perhaps the most advanced feature of the Facebook pixel; with a little extra code, you can get access to more robust analytics and reporting, greater accuracy, and surpass the limit of 40 Custom Conversions. Custom and Standard events don’t have to be linked to a specific completion page to track but instead only require adding a line of code to the page of interest.

Standard events are recognized by Facebook as predefined actions across ad products, there are currently 17 standard events (Purchase, Contact, Subscribe, Donate, etc.) while custom events are any action that fall outside of the standard category. These custom events allow you to build custom audiences and can offer more details than the standard events can provide.

While both custom and standard events are useful track and allow you to optimize for actions across your website it’s recommended to use custom conversions if you’re not comfortable editing your website’s code and using standard events if you don’t mind working with standard events and adding parameters, which are extra bits of code that allow for customization.

Why You Need the Facebook Pixel

The Facebook pixel can provide you with valuable information that will help you craft better Facebook ads and improve how you target your ads. Make sure your ads are seen by the people who are most likely to take action and improve your Facebook ad conversion rate and ROI.

It doesn’t matter if you’re currently using Facebook ads or not, the sooner you install the Facebook pixel, the more robust data you’ll have to use in the future. Utilize the Facebook pixel to grow your business and reach your audience!

Like this article? Please feel free to share or post a link on your site: https://www.landhub.com/understanding-facebook-pixel/

Sell Land Using Facebook Advertising: Prepare Your Campaigns Properly



Whether you’re preparing your property for sale or your land has been on the market for months, the missing piece of any land sale is often awareness. If no one knows your land is for sale, how can you hope to sell it in a timely fashion?

It’s no wonder property and land listing sites do well to match sellers with qualified buyers. The listing itself is a great start to growing awareness of your property sale.

But you’re probably asking yourself once your listing is online, then how can I get people to review it and contact me or my real estate agent?

One fantastic way to get the word out for your land sale is through digital advertising channels like Facebook. The volume of daily active Facebook users combined with Facebook’s fantastic ad targeting tools assures your ads will be seen by the right people at the right time.

Follow the tactics below to prepare for a successful Facebook advertising campaign for your land sale.

Targeting Your Ads Correctly

The type of property you’re selling should inform which target audiences you’ll want to go after with your Facebook campaigns.

For instance, if your land is used for hunting, you’ll want to target hunters. If your property has riverfront, lakefront, or beachfront access, you’ll likely want to target water sport enthusiasts, beach goers, fisherman, boat owners, etc…

Be sure to identify these land use cases early to ensure your campaign’s targeting and messaging reflects the real value your land will provide.

Other targeting factors to consider are income, net worth, family size/dynamic, whether buyers are likely to move soon, geographic targeting like zip codes, cities, states or the entire country, and even generic interests like the fisherman, water sport or beach goer examples mentioned above.

Once you begin creating your campaigns and ads, you’ll see multiple possible targeting options you had never thought of. If you’re interested in the full list of Facebook Ad targeting, be sure to review it here.

Build Your Facebook Page

Unfortunately, Facebook doesn’t allow users to run ads directly from their personal profiles. This means that you’ll have to create a Facebook Page specifically for your property, business, or person to gain access to advertising capability.

Let’s be clear, your personal Facebook Profile IS NOT a Facebook Page. Facebook Pages are the fan or business pages you’ve liked and followed. It’s a small difference, but an important one to know.

Don’t worry though, creating a Facebook Page is free and easy. Just follow these instructions, or we’ll set everything up for you!

Prepare Your Ad Details Ahead Of Time

There are multiple Facebook Ad types. From promoted posts, Single Image, Video, Multi-Image, Lead Ads, Display Ads, etc… you’ll have to make some decisions as to what you’ll want to communicate through your campaigns.

The easiest option is what’s called a Promoted Post. This ad type is created directly on your Facebook Page and offers the basic targeting options you’ll need to get the word out on your land sale. NOTE: There are many more targeting options if you create a true Facebook Advertising Account, but it’s not necessary if you’d like to run a Promoted Post.

To run your first Promoted Post, simply post your LandHub listing from your Facebook Page (NOT your personal Facebook Profile) adding 2-3 sentences of copy to communicate the benefits or features of your property.

PRO TIP: Include a call to action within the 2-3 sentences of your post to get people to call, email, or simply click through and review your listing. Be explicit in telling people what you want them to do.

To summarize what you’ll need to run your first Promoted Post, have these things ready to streamline the process;

  1. Create your Facebook Page
  2. Add your credit card info to the settings section of your Facebook Profile
  3. Find your property listing or the link you want to send potential buyers to.
  4. Write 2-3 sentences of copy to promote your land and deliver a call to action.

Only a few easy steps and you’ll be on your way to run your first ad campaign.

Explore Other Advertising Capability With Your Own Facebook Advertising Account

If you’d like to experiment with other ad types, more targeting options, and a streamlined campaign builder, you’ll want to create your very own Facebook Advertising Account.

As mentioned above, you’ll receive access to Facebook’s full list of demographic, geographic, and psychographic targets. On top of that, you’ll even be able to target unique audiences, email lists, and gain access to remarketing capability. These are all quite advance but we’ll be covering more of these options in other posts soon.

For now, start with a basic single image advertising campaign. This ad type looks similar to the Promoted Post but gives you more capability than before.

NOTE: You’ll need a 1200×628 image of your own to run this ad type.

Prepare A Budget & Timeframe For Your Campaign

There are many different opinions amongst Facebook advertising experts as to how much advertising budget you should start with or expect to spend before seeing results. The only thing that everyone agrees upon is that it is completely dependent on your market, targeting, cost of goods, etc….

The best way is to test your first campaign to ensure your cost per click does not exceed what you’re willing to spend on each click, visitor, or lead. This cost per click could range from $0.10 to upwards of $5.00, so it’s important to keep a close eye on your ad performance during the lifetime of the campaign.

We recommend starting with $10/day to get a baseline cost per click and then increasing budget based on how much you’re willing to spend during your campaigns timeline.

NOTE: Running Facebooks Ads is no guarantee of selling your land. It is only a means to increase awareness of your property sale. More awareness = more potential leads. If your ads aren’t working try (1) changing ad targeting or (2) adjust your property listing or information page to incentivize visitors.

 

Facebook Advertising is a fantastic option you have access to when preparing to sell your land, so don’t neglect its capability. If you have trouble and would like assistance in generating more awareness and leads for your property listing, please contact us here and we’ll be happy to help.

4 Ways to Market Real Estate with Social Media



There are thousands of different articles on the Internet advising you on the basic ways to market land or real estate for sale via social media.

But we wanted to point out a few unique ways that may give you a “leg up” and help separate your property from the pack and better highlight it.

Twitter Hashtags

These little babies make your message (tweet) far more visible to a wider range of people. For example, if you want to tweet about ranch land for sale in Wyoming, utilize hashtags to better reach those who may be interested in such a thing.

Alas, if you tweet “Ranch land for sale near Cheyenne, Wyoming,” it’s likely that the only people who’ll see that tweet are those who are currently following YOUR twitter feed.

So include hashtags and instead tweet:

#ranchlandforsale 100 acres near #Cheyenne #Wyoming

The simple inclusion of those three hashtags allow your tweet to then appear in the list of tweets seen by anyone who accesses (or searches for) the hashtags #Cheyenne or #Wyoming or #ranchlandforsale.

And yes, there are a lot of people who do indeed search for hashtags just like this.

Check out this list from Zillow of 30 hashtags you should consider pertaining to real estate. (This list is focused on real estate agents, but it’s viable for anyone, including individual landowners).

http://www.zillow.com/agent-resources/news/tips-and-advice/30-twitter-hashtags-for-agents/

Twitter Searches

Speaking of Twitter searches, spend some time and familiarize yourself with the many search functions on that social media platform.

People post anything and everything on Twitter, and you’ll be surprised at how easy it is to find tweets from folks who easily identify themselves as potential buyers or clients.

YouTube

If you’re trying to sell property without utilizing video, well, you’re just wasting opportunity. Video gets further reach and, thanks to autoplay, is more eye-catching than photos or text as people scroll past it in their Facebook or Twitter feeds.

Photos are important, but video takes your property to a higher level. You can have a professional shoot the video if you’d like, but even just you – walking around for a couple of minutes and recording with your smartphone camera – will work just fine.

YouTube offers some very simple tools for you to make the video a bit more professional.

Get that video loaded on YouTube and you can use it anywhere: embed it on your blog, on your website, and of course, across Facebook, Twitter, LinkedIn, and anywhere on the web.

And, of course, it’s also available to anyone searching for relevant properties for sale on YouTube. Of course, most people use Google, but you’d be surprised at the number of folks who now utilize YouTube as almost a defacto search engine.

Their search bar at the top of the YouTube page encourages users to do just that, and many people are discovering that YouTube is, in and of itself, an important search engine.

Don’t forget to “mark up” your video of real estate for sale or land for sale with the search tags pertinent to your property. You’ll come across those as you’re uploading the video.

Boost Your Facebook Posts

Everyone wants to market for free via social media, but Facebook ads can be surprisingly affordable. Better yet, they allow you to tightly target demographics, geographic areas, zip codes, and interest groups.

Want to market only to farmers in West Texas who like Ford trucks? You can do that.

Want to reach only males between 35-54 who are business owners and have vacationed in Florida? You can do that, too.

Explore their ad platform a bit and you’ll be astounded at how tightly you can narrow the list of consumers that see your advertisement.

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