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Facebook Pixel. Why is it worth doing remarketing?
Reading time: 4 min
Remarketing is one of the most effective marketing strategies in the digital world. It allows companies to reach users who have already had contact with their brand.
Imagine that someone visits your online store or website, browses products, but does not make a purchase or contact your company. With remarketing, you can remind them of your offer, encouraging them to come back and complete the transaction.
One of the tools that allows you to effectively implement a remarketing strategy is the Facebook Pixel. In this article, I will explain what the Facebook Pixel is, how it works, and why it is worth using in remarketing campaigns.
"Remarketing is a powerful tool that allows you to remind customers about your brand exactly when they are ready to make a purchase. It's a chance for a second chance - it effectively builds engagement and trust while maximizing return on investment."
Jakub Mikołajuk - CEO JM Publicity
1. What is Facebook Pixel?
Facebook Pixel is a small piece of code that is placed on a website to track user actions. When someone visits a website or an online store, this code records their activity and allows you to identify what actions were taken. This could be, for example, browsing the home page, adding a product to the cart, filling out a contact form, or finalizing a purchase.
The data collected by the Pixel can then be used in advertising campaigns on Facebook and Instagram. This allows you to create precise remarketing campaigns that reach users who have already had contact with your brand but did not complete the desired action.
2. How does Facebook Pixel work?
Once you install the Facebook Pixel on your website, the tool automatically starts tracking traffic and collecting data about user behavior. The pixel works on the principle of a so-called “cookie”, a small file saved in the user’s browser, which allows for the identification of their actions on subsequent visits to the site.
The information collected may include various activities, such as:
- Viewing specific pages or products,
- Adding a product to the cart but not finalizing the purchase,
- Filling out a form, signing up for a newsletter, etc.
With this data, you can create custom audiences, people who have interacted with your website and taken specific actions. Based on this, you can tailor your ad content to better meet your audience’s needs.
3. Why use Facebook Pixel for remarketing?
1. Precise targeting
One of the biggest benefits of the Facebook Pixel is its ability to create highly specific audiences. The data you collect can help you reach people who have shown interest in your offerings but haven’t made a purchase yet. You can also differentiate your messaging based on the stage a user is in. People who visited your homepage but didn’t click on a product can receive general ads encouraging them to visit again, while people who added a product to their cart but didn’t make a purchase can be reminded about the items they left in their cart.
2. Increase conversion
Remarketing with the Facebook Pixel allows you to increase conversions, or the number of people who take the desired action on your site. With personalized messaging, you can remind potential customers about your offer and encourage them to complete their purchases. What’s more, remarketing ads on Facebook and Instagram are often cheaper than classic campaigns because they are targeted at people who have already had contact with the brand and are more likely to make a purchase.
3. Analysis of the effectiveness of actions
Facebook Pixel not only helps you run remarketing campaigns, but also provides valuable data on the effectiveness of your marketing efforts. By analyzing this data, you can find out which ads generate the most clicks, what actions users take on your site, and at what points they abandon further steps. This information is crucial for optimizing your campaign and increasing its effectiveness.
4. Creating lookalike audiences
Another benefit of using the Facebook Pixel is the ability to create lookalike audiences. Based on data about people who have visited your site or made a purchase, Facebook can create groups of users who share similar behaviors, interests, and demographic characteristics. This allows you to reach new potential customers who may be interested in your offer but have not yet had contact with it.
4. How to install Facebook Pixel?
Installing the Facebook Pixel on your website is not difficult. In the Facebook advertising panel, you will find step-by-step instructions on how to generate the Pixel code and how to place it on your website. Depending on the platform your website is built on (e.g. WordPress, Shopify), installation may require copying the code to the header section of the page or using dedicated plugins. You can also outsource the installation to the agency that services your website. The cost should not exceed PLN 150-300.
5. Summary
Facebook Pixel is a powerful marketing tool that allows you to precisely track user actions on your website and effectively run remarketing campaigns. With it, you can reach people who have already expressed interest in your brand but have not yet made a purchase. Additionally, the Pixel provides valuable analytics that help optimize campaigns and increase their effectiveness. If you run advertising campaigns on Facebook, using Facebook Pixel is a step that is definitely worth considering.
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