What Is a Facebook Pixel and Why Do I Need One?

A Facebook Pixel is a small snippet of code installed on a website, with the purpose to match website visitors with Facebook users. This allows businesses to utilize Facebook advertising to laser target specific audiences to promote its product or service.

So How Does This Work?

With the Facebook pixel installed on your website, you are able to rely on more than just basic demographic audiences for your Facebook advertising. The pixel allows you to build custom audiences that have visited a specific page on a site, added a product to an online cart, or took a specific action you want to track.

Why Would I Want to Do This?

Let’s say you are a dentist looking for new leads. You try out Facebook advertising and send an ad out to a basic demographic audience such as women in your city between the ages of 18-35. This is a pretty broad audience, and you have no idea if the people seeing your ad are in the market for a new dentist. However, you get some clicks to your website but no one contacts you.

Now let’s say you have a Facebook pixel, and you build an audience of people who have visited your website already. They already know who you are, which is a great start. They maybe just hadn’t seen any urgency yet to take action to book a consultation.

You now publish a Facebook ad that targets this new custom audience, and your ad contains a special offer for new patients–let’s say a free teeth whitening with a booked consultation. This ad contains a lead form to inquire about the special offer.

BOOM! You have given the right audience the right offer, and you are far more likely to obtain new leads this way.

Warming Up Leads Even Further

The above example is a simple retargeting tactic that addresses a warm audience, but it won’t appeal to everyone. Facebook advertising is robust, and offers a large variety of ad types, targeting options, and methods of communication.

Using a Facebook Pixel, you have the power to create a variety of custom audiences, essentially taking users on a journey to learn more about your business. This allows you to also get to know your audience better and learn what offers work for them and which ones don’t. Imagine being able to know your clients that well before they even buy from you.

Facebook offers a variety of ad types, as seen in the diagram below (taken from Facebook Ads Manager):


In each type of ad, audiences are targeted in a different way. In all cases, Facebook’s powerful algorithm determines which users should be delivered the ad based on the objective you select. For example, in Brand Awareness, Facebook will match your ad to the users that are most likely to be interested in your business based on their past activity.

If you choose Reach, your ad will be fed to as many people as possible to maximize your reach.

Cost Effective Marketing Strategy

Facebook advertising is still very affordable, and is a very cost efficient manner to reach your audience. For businesses just starting out, setting aside a monthly Facebook ad budget is a valuable marketing investment and offers great ROI along with a sales strategy.

Video Ad Case Study

As an example, some of you may know I am a painter as well as a marketer. I recently ran a video ad using a $1 a day ad spend for my custom commissioned art. I targeted a specific audience of interior designers and new home builders (for show home art). 

My results over a one-month period are shown below:


With a total amount spent of nearly $37 (for the whole month) I earned nearly 800 views. Since this was an awareness ad, I didn’t expect any direct sales from this ad.

My next step is to build a custom audience of all the people who have watched this video. I will then deliver an ad to that audience that could A) contain a special offer to solicit direct sales, or B) if I feel I want to warm up this audience even more before asking for a sale, I will offer a free eBook download on how to choose art for your home. If I choose B, I expect to obtain fresh leads from the download.

From these leads I generate, I can now build yet another custom audience on both Facebook as well as an email drip campaign to obtain sales inquiries.


As you can see, the idea is to warm people to your business, ultimately building a relationship in which they will invest in your product or service, and/or refer your business to others. This manner of advertising is both cost effective and a great addition to any existing marketing strategy your business may have in place.


I’m happy to answer any questions about Facebook advertising at no charge. Give me a shout today!

5 Tips to Getting More out of Social Media

You’ve been posting on social media and feeling great about what you’ve done. But are you getting the responses or engagement you were expecting? 

Below are some quick checkpoints to see if your social media is set up for success.


1. Are you responding to comments in a timely manner?

It’s fantastic to be able to post regularly on social media, but are you watching for comments? The entire point of social media is to connect and engage with your audience, and quite often I see social media accounts that are posting regularly, but the comments section is left to its own devices. Questions are left unanswered, which is a major lost opportunity for the business.

Solution: Watch for comments at least once a day and respond. Some require a typed response, some can be simply ‘liked’ to show you’ve seen the comment.


2. Are you making too many promotional posts?

Being too ‘salesy’ on social media is a common mistake. Your audience doesn’t typically connect with you to be sold to, they’re usually connecting to learn more about your business and who is behind it before making a purchase decision.

Social media is like dating–you’d never meet someone and ask him/her to marry you on the first date. You need to court, get to know each other, and then when the time is right, ask for the sale.

Solution: What works very well on social media is to follow the 80/20 rule–80% of the time post things that are helpful but not related to a sale in any way, 20% of the time you can post about your product or service directly.


3. Are you ignoring or deleting negative comments?

It is an unfortunate reality in business–at some point a customer will feel like his/her experience wasn’t what was expected, and a nasty comment can happen on your social media. Do not delete it or ignore it.

Solution: Use it as an opportunity to show this customer and all of your potential customers how you handle it when things go wrong. If there is any doubt in those thinking of making a purchase, they may see your response and feel comfortable enough to take the plunge. It shows you are authentic and care about your customer experience, and the value of that is infinite.


4. Are you posting the same thing to multiple social networks?

I realize that many businesses don’t have time to manage social media on multiple networks, and it seems like an easy solution to duplicate the same thing across Facebook, Instagram, etc. The problem with this is all social networks have a different purpose, a different culture. What works on one network may not work on another, and you’re essentially wasting your valuable time on something that isn’t going to give you results.

Solution: Assess which networks you absolutely need to be on–in other words, find where your customers are spending their time and stick with that. If you find a vast majority of them are on Instagram, spend your time and efforts there for now. There is no rule saying you need to be everywhere. It doesn’t end up being a smart use of your time to post on Facebook if your customers are elsewhere.


5. Are you being authentic?

Being human on social media is imperative. Your audience won’t connect with a robot who just churns out posts about your product or service and makes no attempt to connect with its human followers. It’s ok–and encouraged–to be real on social media.

Idea: Showing what’s going on behind the scenes in your business is a fantastic way to show that your product or service has value. It also shows there are humans behind the business and those are far more interesting to connect with than robots.


These tips are a great start to improving your social media feeds and your connection to your audience. It’s also ok to start small, focus on quality content on your social networks, and only put out what you can manage. It is better to offer quality content less often and make strong connections with your followers than to “spray and pray” as they say.