THE

ULTIMATE
GUIDE TO

FACEBOOK
PIXELS
Digital Marketer Increase Engagement Series
THE ULTIMATE GUIDE TO
FACEBOOK PIXELS

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Digital Marketer
 PIXEL CASE STUDY

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Traffic” PIXEL Strategy!
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 HOW TO USE
FACEBOOK
ADVERTISING
PIXELS TO CREATE
HIGH CONVERTING
AD CAMPAIGNS.
Did you hear what Digital Marketer’s CEO and Founder, Ryan
Deiss, said?

He predicted that 2015 would be the year of the Great Pixel

Land Rush.

“Soon all display advertising will be retargeted

advertising and the pixel will become even more
valuable than the click itself. As larger advertisers
continue to buy up ad inventory (and create their own
retargeting audiences) those that fail to ‘pixel’ their
site visitors won’t be able to afford to advertise.”

At Digital Marketer, we’ve already begun preparations

for the “pixel land rush.” We buy traffic today just to
place a pixel. Sure … we’re monitoring click costs, cost per lead and all the
rest but we’re paying closer and closer attention to a new metric: CPP.”

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Cost Per Pixel

Pixels allow us to follow up with people who have visited our website
in general, specific pages on the site, a sales pages, etc.

The key is that pixels allow you to make TARGETED offers to

individuals based off of pages they’ve visited.

For example, we run ads to promote blog posts on content

marketing. Then, we retarget the people who read the article with
a specific lead magnet for… BLOGGING. (Learn how we do
this, here).

It’s much more powerful than making them a broad offer (ex. Digital
Marketing)… it allows us to solve a SPECIFIC problem
for them.

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BUT, pixels can get confusing… especially when it comes to
Facebook advertising!

I get a TON of questions about Facebook advertising pixels in

Digital Marketer Engage…

… and, since it’s the year of the pixel, I’m going to clear up all of
the confusion.

I’m going to outline the different TYPES of pixels, when to use them,
where they go, and most importantly… how YOU can use pixels to
create higher converting Facebook ad campaigns.

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TYPES OF PIXELS.
There are two you need to be utilizing:

Conversion pixels
Website Custom Audience pixel

Let’s start with…

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CONVERSION PIXEL.
A Facebook conversion pixel is a snippet of code provided by
Facebook. The code is placed on a specific web page. When a user
visits the page, it triggers the pixel and counts a “conversion”.

Conversion pixels can be used for:

1. Tracking

Essentially, conversion pixels are used to track how many times an

action occurs.

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Let’s say you place a conversion pixel on your thank you page.
The only way someone could reach this page is if they bought
your product.

By placing the tracking pixel you can count how many people have
visited that page, and therefore how many sales you made from
each of your Facebook ads.

If you’re using a standard 5-step funnel (like we explain here) you

could place a conversion pixel on every step of your funnel to track
conversions on each step.

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For example:

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Pay close attention to where you’re placing your pixels.

For example, in regards to the image above:

Pixel A would track landing page visits.

Pixel B would track optins.
Pixel C would track Tripwire sales.
Pixel D would track Core Offer sales.
Pixel E would track Profit Maximizer sales.

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To create or manage your conversion pixels, click on Conversion
Tracking in the left hand side of your ad manager:

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To create a pixel, click “Create Pixel” in the top right hand corner.
Notice that Facebook gives you a few categories to choose from.

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This doesn’t mean much other than where the pixel will be categorized
in your reports.

QUICK HACK: Keep in mind that in order to track fully through a

funnel and to be able to read your reports, you’ll need to make each
pixel in the funnel a different category.

For example,

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Each of the pixels above would need to be a different “category”
(checkouts, registrations, leads, key page views, adds to cart).

Why? Facebook hasn’t quite figured out their reporting when it comes
to tracking more than 1 objective.

So, you’ll need to make sure each of the pixels is a different category.
That way, when you customize the columns in your ad report (see
below), you can select whichever categories you designated for each
pixel in the funnel.

You can TRACK!

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For example, here are stats from one of our funnels. You can see
leads captured and tripwire sales:

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This is powerful because you can see which ads, demographics;
placements, etc. are ACTUALLY producing results for your
Facebook campaign!

Scale the ones that are converting and trim the ones that
aren’t working.

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 DIGITAL MARKETER LAB MEMBER EXTRA

Access your ‘Boomerang Traffic Plan’ Execution Plan in

Digital Marketer Lab
The step-by-step plan to dynamic Facebook re-targeting using
Website Custom Audiences...

Click Here to Access your Execution Plan

Not a Lab member? Click here to learn more about DM Lab

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2. Optimization

You can use Facebook pixels to tell Facebook what you WANT out
of your campaigns.

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When setting up a Facebook advertising campaign Facebook asks
what the objective of your campaign is:

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If you’re running traffic to something that’s a simple action, like a lead
magnet opt in or a webinar sign up, you should almost ALWAYS use
the “Increase conversions on your website” objective. (Learn how
this decreased our lead cost by 5x, here).

But how does Facebook know what to optimize for? You tell them –
using conversion pixels!

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You can optimize for one of the pixels you already installed
for tracking.

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In the case of our 5-step funnel, we will optimize for LEADS.

So, we would optimize for Pixel B – the pixel that’s on the page
where visitors land DIRECTLY after they opt in for your lead magnet.

Not only are you telling Facebook EXACTLY what you want from the
campaign, you’re also collecting data on the conversion pixel.

Meaning, Facebook is optimizing your campaign for people who

are most like the people who have already opted in. This is powerful
as you go to scale your advertising campaigns.

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Another benefit is that you can create lookalike audiences based
off of these pixels. These are PERFECT audiences to target in order
to scale your ad campaign.

You can create a lookalike audience in the Conversion Tracking tab

of your ads manager.

For the lookalike audiences, Facebook creates an audience of people

who are most like the people who have taken that specific action.

That’s it! You’ve mastered conversion pixels. Let’s move to website

custom audiences…

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WEBSITE CUSTOM
AUDIENCE PIXEL.
First thing, you only have one website custom audience pixel per
Facebook account.

It should be placed in the head template of your site (so that it’s
applied to all pages) OR you can manually add the snippet of code
to each page. It’s up to you. Here’s more information on how to install
the pixel.

Website custom audiences are created for retargeting!

This pixel will create custom audiences of people who visited your website
(from ANY traffic source). Learn more about website custom audiences
and how we use them to segment our traffic here.

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Website custom audiences can be managed under the “Audiences”
tab on the left hand side of the ads manager.

Once you’ve installed the pixel, you can begin to create

retargeting audiences.

Click “Create Audience”, then “Custom Audience”, then

“Website Traffic”, and you’ll see the box below:

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Here, you have TONS of options.

You can create audiences of people who have visited your

entire site.

You can create audiences of people who have visited URLS

with specific keywords.

You can create audiences of people who haven’t visited your

site in a certain amount of time.

You can create audiences of people who have visited specific

web pages or not others. This is our favorite.

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We use this method to retarget people throughout our 5-step
funnels. See below:

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To learn how we set up the dynamic, full funnel retargeting click here.

The best part? You can create lookalike audiences based off of website
custom audiences, too!

Website Custom Audiences require ONE pixel to be placed on

your site and then custom audiences to be created for retargeting.
Conversion pixels are individually placed on different pages so that
you can track and optimize.

As you can see, it’s almost impossible to run successful Facebook ads
without using PIXELS.

They’re essential for the tracking, optimization, retargeting, and scale

of your Facebook campaigns.

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 DIGITAL MARKETER LAB MEMBER EXTRA

Access your ‘Boomerang Traffic Plan’ Execution Plan in

Digital Marketer Lab
The step-by-step plan to dynamic Facebook re-targeting using
Website Custom Audiences...

Click Here to Access your Execution Plan

Not a Lab member? Click here to learn more about DM Lab

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