If you haven’t yet implemented remarketing into your digital marketing strategy, then you’re missing out. The ROI is there, and it’s up to you to take advantage of this increasingly valuable marketing technique.
Why use Facebook Remarketing?
For those of you who don’t know what remarketing is, consider this scenario. You visit the Nike store online to purchase a gift card for your nephew. For days after that, when you’re on Facebook you continue to see advertisements for the Nike store in your news feed and as ads on the right hand side of the page. The reason this is happening is because when you visited the Nike website, remarketing cookies were injected into your browser allowing Nike to continue to show you ads for as long as you like (or until you switch computers or clear your cache.)
So why do they do this? People need to see things several times to really “know, like, and trust what you have to say – or sell.” And if you have already visited the Nike website and bought from them, you are already a “qualified” lead right? Who’s more qualified of a lead than someone who has visited their website to shop or actually bought from you? Let your imagination consider the potential of this marketing technique, and the next time you are shopping and see remarketing ads, try to imagine the value in them..
How to add Facebook tracking pixel to WordPress website
The Facebook remarketing code is called a “pixel.” The pixel is a short piece of code that when placed onto your website or landing page, allows the remarketing functionality to work. Many people pay developers to place the code onto their website. And if you have a complex site (especially ecommerce) then consulting with an expert is strongly advised.
But if your business’s website is built on WordPress, consulting a developer to place the pixel might not be necessary. The reason, as I will show you, is because it really can be quite simple. While there are many ways to place the Facebook remarketing pixel into WordPress, here are a couple of quick ways it can be implemented in less than 10 minutes from start to finish. After following this brief step by step explanation, I will then teach you one very quick way to confirm that the remarketing pixel is working as well.
This explanation shows images of the setup in the general “Ads Manager” in Facebook, the same principles apply if you are using the Facebook Power Editor or Facebook Business Manager interfaces.
Log into your Ads Manager account
Start by logging into Facebook, and accessing the Ads Manager interface. Then, along the left hand side of the page, click on “Audiences.”
Click on the green “Create Audience” icon on the top right hand side of the page and choose “custom audience.”
Choose “Website Traffic” to create your custom audience
Choose the type of custom audience that you would like to create
From here you can choose what type of custom audience you would like to create. They are as follows:
- Anyone who visits the website: Enter a url for the website you plan to place the pixel on. This is a good option if you are looking for general brand awareness, sell only one product or service, or do not get very many visitors to the website.
- People who visit specific web pages: This is a great option if you have a product on a page or a set of products that you want to remarket and push consumers back to. It is also great if you are using a dedicated landing page for a marketing campaign.
- People visiting specific web pages but not others: This is great for targeting people who visited a certain landing page and didn’t convert.
- People who haven’t visited in a certain amount of time: If you want to re-engage visitors who haven’t been to your site in a certain amount of time, consider this option. You might want to ask yourself, “How long is your sales cycle?” and similar questions when choosing this date range.
Get your Facebook pixel code
After the custom audience has been set up, grab your pixel code. You can view this by clicking the box next to your custom audience, clicking on the “Actions” tab at the top, and then clicking on “view pixel.” Copy and paste this code onto a text document and save it for later.
Find a compatible WordPress Plugin
Under the plugins options in WordPress, search for “Facebook Pixel.” Then, find a plugin that reads “compatible with your version of WordPress” (highlighted above.) Then, download and install the plugin. For this demonstration I used “tracking code manager,” but there are many options available that will work fine for placing your Facebook pixel.
After you have chosen a compatible plugin, simply copy and paste the pixel code following the directions of the plugin.
Confirm Pixel Placement
Download the free Facebook Pixel Helper, a free Google Chrome extension. After downloading the tool you should be able to visit the page and see the message that a “custom audience pixel loaded successfully.
And that’s it.. Now the real fun begins!
What WordPress plugin do you prefer to add Facebook pixels to your website? Please comment below.