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How to use Digital Marketing Pixels


How to use Digital Marketing Pixels

How pixels leverage the traffic generated by your digital advertising.
Even if they don’t buy anything, you can remarket to this "invisible traffic" who are viewing the content on your Website, Google AdWords, or Facebook.

For years, people have been spending large sums of money on advertising, hoping that the few potential customers who see these adverts, might pick up the phone and call them?

Sorry to dash your hopes, but the conversion rate for this type of strategy is VERY low.

However, at one point in time it did work. These were the days BEFORE the digital revolution, and when the only way people knew about your products and services was either print advertising or word-of-mouth.

Today, it’s a very different landscape. The age of the Internet and social media provides your potential customer with vast amounts of information without even leaving their home.

The use of Smartphones and Tablets allows access to on-demand information, anywhere and anytime.
People today shop very differently, and your business needs to adapt to this change
…or you will simply be forgotten!

Welcome to the world of Digital Marketing!

Firstly, you need to understand that “Online Advertising is NOT Digital Marketing.”
Placing adverts on Facebook or Google AdWords is only one small part of digital marketing.

Want more information about Digital Marketing?
Learn how it REALLY works from our Website blog article [CLICK HERE].

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of very low-cost but effective channels (platforms) and methods that enable an organisation to publish, interact, re-target, and further analyse their marketing campaigns – typically in real time.

Digital marketers can monitor this activity and also the interactions from their audience.
For example, they can review what visitors are doing, how often they visit, and for what period of time, as well as review sales conversions to understand what content does or doesn’t work.

Pixels allow you to leverage the activity and interactions you have with advertising campaigns, and can greatly improve their value and ROI. Pixels (previously called cookies) are linked to the visitors who view and interact with your adverts or pages. This enables you to re-target and re-market specific messages or follow-up actions with this audience
(even if they didn’t interact or buy something from you).

Want more information about Digital Sales Lead Automation?
Read our Website blog to learn how your business can benefit from an “automated digital sales funnels”. [CLICK HERE]

How do I make Pixels work for me?

Pixels are used across a number of digital media platforms. The most common ones being used today are Facebook and Google AdWords, together they work extremely well.

Pixels are a piece of JavaScript code which is used on your website, and it enables you to measure, optimise, and further build audiences specific to your advertising campaigns.

When someone visits a page of your website where you have installed a “conversion pixel”, the pixel will ping Facebook and record their visit and information such as whether they saw any of your ads.
Conversion pixels are used to track if a person has landed, clicked or converted on a specific webpage (e.g. adding a product to a cart, or clicking a button to buy a product. or to view more information).

Pixels allow you to:
• Measure cross-device conversions: See how your customers are moving between devices or web locations before they convert.

• Optimise delivery to people likely to take action: Ensure your adverts are being targeted and seen by people most likely to take a preferred action e.g. purchase or fill out a form.

• Automatically build audiences for website visitors to re-target: Create Custom Audiences for people who take specific actions on a page. e.g. visited a product page, added an item to a cart or purchased a product (even abandoned a web page or shopping cart).

• Create Lookalike Audiences: Using your custom audiences from pixels, you can generate “look-alike” audiences to quickly increase your re-marketing target lists based upon traffic with similar interests.

• Run dynamic product ads: Create relevant and timely adverts, or content based on the products people have been viewing on your website or even keywords that people are using on the Internet e.g. when they search for a flight, display adverts for travel insurance.

• Access Audience Insights: Get rich insights about the people who visit your website.

Pixels can be used in numerous ways across your digital platforms!
The most common functions are:
1. Conversion optimisation: It can be used to optimise your ad for conversions e.g. tells platforms like Facebook to deliver your adverts to people who match criteria OR have previously visited your page, posts or advertisements.

2. Conversion tracking: It can show you how successful your adverts are by reporting on conversion events (e.g. registrations, checkouts) on your website which happened as a direct result of your ad. You can see this info in your reports and then choose a follow-up action to be presented to this audience.

Three Use-Case Examples of Pixels and Remarketing!

(1) Creating a custom audience from page visits and / or likes:
Each day you post content (posts, blogs / articles, adverts) on Facebook or your Website in order to keep your existing customers informed or to generate new traffic (SEO). This is called Content Marketing. People who come to this page and read this content, may or may not take action from it?

If there wasn’t any action as a result of the content marketing, then the cost of the content marketing effort or the ROI is VERY low (or zero) By creating a custom audience and using pixels, regardless if there was an action from your advertising campaign, those who were interested, and took the time to view or read your content (3-seconds on a page) by default have been pixeled, and are now sitting in your audience ready for you to re-target.

Next month when you are ready to start your digital marketing campaign and implement your online advertising plan, you can post customised content to this pixeled audience who are already familiar with your brand?
Suddenly the ROI for your effort increased dramatically!

(2) Turn your advertising investment into high-converting campaigns:
Your company is currently doing some online advertising.
Adverts are being placed on Facebook and Google AdWords. You are also doing some promoted posts on Facebook for specific articles of interest. Your digital marketing goal is to drive traffic to your website, and hopefully create a conversion (e.g. sales call, email subscription, or they buy something).

Rather than “hoping that someone will take action” you can use Pixels to tag this traffic and create an audience. Then you can create customised messages e.g. adverts, posts, etc. and re-market to this audience because you now know what their interests are?

The next article you send goes into more detail about why your new service is so important and why they need it. You publish this second article to only the pixeled audience. This “follow-up” campaign may encourage an action such as a purchase? Regardless, you can keep repeating this process and take your potential buyers on a well-orchestrated, educational, and automated sales program.
(These are low-cost warm leads).

(3) Stop the shopping cart abandonment within your online shopping store:
Your company has been marketing your products or services online for some time.
You have an established brand and a well-constructed digital marketing program already in place which creates new leads from online traffic. This program takes these leads on an educational journey about the value of what it is you are selling.

These hot leads who come to your website, review and then choose a product from your shopping store to purchase, BUT they abandon at the shopping cart. Customers usually abandon because they get distracted, or they cannot make up their mind, NOT because they don’t want it.
ROI is terrible, right?

Pixels can be used to track specific actions on your website. You can set a pixel to monitor actions at difference stages e.g. people who saw your advert, people who clicked on your product offer, and even people who have gone into the shopping cart BUT abandon their purchase. Your re-marketing content is already developed and is triggered automatically by these pixel actions. For those who didn’t complete the purchase and abandoned at the payment stage, your pixel might remind them to complete their purchase and at the same time re-summarise the value of the product.

Pixels are a terrific way to reduce the leaks within online shopping sites. The actions or triggers from pixels can also automate shopping experiences of your customers.

How do I set-up Pixels?

Within this article we have only focused on the two main digital locations where you would use Pixels the most; Facebook and Google AdWords.

Setting up Facebook Pixel: Within your Facebook Business Manager, you’ll need to create a customer audience and also set-up your linked Pixel. Facebook allows you to automatically generate and email the Pixel code.
This code is needed within the code on your website page.
Once you have your Facebook pixel in place, it begin working immediately to visitors viewing your Facebook Adverts, posts, and content or even just traffic landing on your pages.

Setting up Google AdWords Pixel: Log into your Google AdWords account, and within audiences, you can set-up your custom audience and also your Pixel code. Like Facebook, the system will allow you to email the code required for your website page.

Important things to remember.
BEFORE you set-up pixels, you need to have a strategy or plan in place for how these will be used. Are you going to require one pixel or several based upon different adverts and their audience or actions? Your best bet is to use a Digital marketing expert who can help you to plan this.

If you're not familiar with your website's code, consider working with a web developer or someone with a technical background before you begin editing pages.

Keep in mind that a remarketing list needs a minimum number of visitors in order to work, which means your website needs a minimum number of visitors. If your site is new, this may take a while. Use your Digital Marketing consultant to teach you ways to generate traffic.

Remarketing to people based on their sensitive information is not allowed. Your remarketing tag shouldn't be associated with any personally identifiable or sensitive information. If you're setting up a remarketing campaign and placing the remarketing tag on your website, you need to adhere to any policies associated with that digital platform.

I’m SOLD! How do I get started?

Create your Digital Marketing and Advertising Strategy!
Now that you understand how the use pixels and custom audiences, you can begin to leverage your online advertising.

The first task is to build the strategy and plan to support how you will use these new digital tools. Your plan should incorporate the various advertising and re-marketing campaigns, as well as include how these link back to your pixels and audiences.

Strategy and Plan is one of the most important pieces of sales and marketing work you will undertake. Without spending the time to create this plan, you will not have a clear focus and will waste a lot of time and money. It’s also guaranteed that you WILL NOT achieve a sustainable sales pipeline.

BEFORE you begin spending (wasting) money or time on sales and marketing programs, you MUST build your brand strategy and plan.

It’s crucial to have these three things completed:

Phase One – creating a brand / marketing strategy and having this aligned with your business goals and objectives. Download our rev™10-Step Brand Strategy Development Guide [DOWNLOAD HERE].

Phase Two – build a sales strategy and plan. If you need help to develop this, perhaps refer to our rev™ Killer Sales Strategy blog post for guidance. [READ HERE]

Phase Three – build your digital marketing campaign to support the marketing and communications of the brand strategy.Download our rev™ Digital Marketing How-To Guide. [DOWNLOAD HERE]

rev™ Resources Available

Our team has developed a range of tools, templates, and training programs that can streamline the development of your digital marketing and sales automation program. Find these on our Resource Page. [LEARN MORE HERE]

This blog is also available as a free whitepaper. If you would like a copy, please contact us to receive this by email.

Robert Durrant

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Online Advertising IS NOT Digital Marketing
Digital Marketing How-To Guide
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