Facebook Pixel

What is Facebook Pixel and why do you need it?

Kat Sonson By Kat Sonson on 17th Oct 2018,

As an estate agent one thing that you will want is to make sure that your properties on your website are seen by as many people as possible. This means that you want to make sure that your website is promoted as well as it can be. A way of doing this is by advertising through Facebook by understanding your customer’s journey on your website.

When it comes to tracking across Facebook you may have heard of Facebook Pixel. But what is this, and is it something that you need?

What is Facebook Pixel?

Facebook Pixel is a piece of code which you (or have your designers do it) simply embed into your website. This code effectively collects data from pre-determined Facebook Events or custom conversions, which you determine. And these events or conversions are basically tracking your audience’s journey from when they clicked on your ad through Facebook, or when they visit your website.

When you place an advert on Facebook, you’ll have what’s known as a ‘call to action’ for what you want the audience to do; whether that’s go to your website to view more properties, view the said property the advert is about, or provide them with a link so they can get in touch with you for a valuation or more information, for example. So, once you have done this, how can you make sure that your ad is working as you hoped? Facebook Pixel is the answer that you’re looking for.

Facebook Pixel also keeps an eye on your audience’s journey through your website by triggering cookies as they engage with your website - for example perhaps they went to click to book in a valuation, but didn’t hit submit on the form, so you’ll probably want to send them a reminder. Get the idea?

The benefits of using Facebook Pixel

So, you have the best website design, you have thought about your content and made sure that you have picked the right images, now perhaps is the time to think about Facebook Pixel, and what they can do for you? So what are the benefits of Facebook Pixel?

The first benefit has to be that you can gain a better understanding of your audience, having an understanding of your audience means that you can then tailor your adverts and social media marketing and tailored content to best appeal to them.

You can create a lookalike audience: let’s say you’re after a target audience you think a few houses in a particular area you’re marketing your property would be best suited to; well using Facebook’s targeting data, you can create an audience similar to those who are already interacting with your website.

The retargeting of Pixel capabilities are great. Let’s say you have a free company brochure clients can download if they add to cart, but then they abandon by clicking to another page on your website you can remarket that download to them on another page.

Pixel can work for you, just the way that you want it to. By understanding the data and conversions it will help you find your perfect audience, appeal to them and provide relevant ads that are going to encourage them to take a look at what you have to offer, maybe getting in touch with you to make a viewing or find out more about the properties that you have on your website.

We’re of the assumption that your agency already has a Facebook company page setup. If not, and you’d like to talk to us more about setting up a Facebook page and more about Facebook Pixel, do get in touch.

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