Facebook Marketing : How to build audiences by steps

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On this article (and video) I will explain how to implement the facebook pixel and how to build audiences and the custom conversion.. With the facebook audiences you will also be able to use the facebook insights tool, and know better which audiences visit your website and the ones that are purchasing or doing an action.

The first step to use the facebook audience targeting is the implementation of a facebook retargeting pixel.

1 – Facebook Retargeting Pixel

a) Go to Ads Manager on Facebook;
b) Click on Ads Manager and then click on Pixels;
c) Click on Actions and then View Pixel Code;
d) Copy the pixel code. Should be like this:

<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version=’2.0′;n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,’script’,’https://connect.facebook.net/en_US/fbevents.js’);

fbq(‘init’, ‘407584159398900‘);
fbq(‘track’, “PageView“);</script>
<noscript><img height=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=407584159398900&ev=PageView&noscript=1″
/></noscript>

and paste/save it on your Notepad (or an alternative..)

In red bold you can see the your facebook ad account number, and in bold blue the event this pixel is using. In this case is PageView.

Facebook has 10 events by standard that you can consult here. The Standard Events are PageView, by default; ViewContent, When a key page is viewed such as a product page, e.g. landing on a product detail page; Search, When a search is made, e.g. when a product search query is made; AddToCart, When a product is added to the shopping cart, e.g. click on add to cart button; AddToWishlist, When a product is added to a wishlist, e.g. click on add to wishlist button; InitiateCheckout, When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button; AddPaymentInfo, When a payment information is added in the checkout flow, e.g. click / LP on save billing info button; Purchase, When a purchase is made or checkout flow is completed, e.g. landing on thank you/confirmation page, Lead, When a sign up is completed, e.g. click on pricing, signup for trial; CompleteRegistration, When a registration form is completed, e.g. complete subscription/signup for a service.

e) Now you should look at your url structure. If your url changes each time the user moves on the funnel and your campaign is for lead generation, or branding, you just need to implement the pixel above, with your account id.

If the url structure of the website does not change, or if it´s an ecommerce website, I would advise using the events above (in blue bold). You only have to replace the blue events on the code.

In ecommerce, you can also use Dynamic Product Ads, and for that you will need to pass parameters in the events ViewContent, AddToCart or Purchase.

2 – Implementation on Google Tag Manager

a) Open your Google Tag Manager and the respective container where you want to implement the facebook pixel.

Click on Tags and then click on New. In PPC Land we just used one tag that you can see here:

b) In Tag Manager, after click on new tag, the Product should be Custom HTML Tag, then copy paste the pixel code in the Configure Tag, then select Continue, and you will have the options (on Fire On) to select where the pixel should fire. On this case we select All Pages.

In the video about Facebook Audiences we provide an example how to use two events.

3 – Create and Audience / Custom Conversion / Troubleshooting

a) Go to Facebook Ad Manager and select your account.
b) Then click on Ads Manager and on Pixels.
c) In this view you can Troubleshooting, and see if the traffic of the pixel, if the events are firing and in which domains. Example here:

If you don´t have traffic try to use the Facebook Pixel Helper to see if the pixel is firing.

d) On Facebook you can create audiences when you want. Since the moment you implement the pixel, Facebook will collect the audiences for you. To use them, you just need to create them, and Facebook will gather all the users that visited your website on the past.

Click on button Create Audience and then you can create an audience for the last 180 days, based on specific webpages or events, on all the visits of your site, a custom combination, or people that visited a specific page but not others. Facebook collects automatic the URL in the pixel, and allow you to build audiences based on the URL.

e) In order to optimize a campaign to a conversion step/goal you need to create a Facebook Custom Conversion. You can create a Custom Conversion based on the URL or in a Event.