Facebook features some powerful advertising tools. Knowing how to use them effectively is key to building your real estate brand and generating more leads. A Facebook pixel is a piece of code that helps you target and retarget users who visit your website. This allows you to build relevant audiences for your Facebook marketing campaigns, access better insights and optimise your marketing budget.
How to Use a Facebook Pixel
A Facebook pixel works by placing cookies on users who visit your website and interact with your Facebook ads. This enables you to target them with your ads multiple times. When a user takes an action while visiting your website, the Facebook pixel gets triggered and records the action. For example, viewing a property listing. Facebook will know which pages they visit and which pages they didn’t.
This allows you to target them with relevant advertising the next time they visit Facebook. It also gives you valuable information about what kind of properties those prospects are interested in. The more information gathered by your Facebook pixel, the more you can optimise ads based on collected data and retarget qualified leads.
Building Custom Audiences and Lookalike Audiences
A Facebook pixel is also important for building relevant Custom Audiences and Lookalike Audiences. A Custom Audience finds existing audiences among people on Facebook using website or app traffic (which is captured by the Facebook pixel), customer lists or users who engage with your brand on Facebook. This audience may be segmented based on information like age, location and whether they are a prospective buyer or seller.
From there, you can use your Custom Audience to create a Lookalike Audience. This allows you to reach more people who share similar demographics and interests as the Custom Audience. These are easy to create and implement.
How a Facebook Pixel Supports Retargeting
For example, let’s say that you have a new listing and you’re running a marketing campaign aimed at getting potential buyers to visit the web page for that listing. By having a Facebook pixel installed, you can track which users click through the link in your ad and view the page that you wanted them to view. You can then create a Custom Audience comprised of these users and then run an ad targeting those people.
This is important because prospects don’t always take action straight away. It’s difficult finding people genuinely interested in an ad you run. It’s the hardest part of running a successful marketing campaign. Because these users clicked through and viewed the page, they are no longer “cold” leads. By running a second ad to users who have already expressed an interest in the topic of the ad, you have a much better chance of getting the users to re-visit the website and ultimately take action.
The More You Use a Facebook Pixel, the Better it Works
As more users take actions on your website and more conversions take place, your Facebook pixel becomes smarter. It learns more about what kind of ads work better and what kind of prospects are more likely to take certain actions. It also helps you track conversion by allowing you to see how people interact with your website after viewing a Facebook ad.
Using a Facebook pixel ultimately makes your Facebook advertising more effective by improving targeting. The reason being it helps you reach people who are most likely to take the desired action more often.
Plezzel Can Help You Implement a Facebook Pixel
At Plezzel, we’re digital marketing experts specialising in real estate. We can help implement a Facebook pixel on your site and streamline your marketing efforts. For more information, please get in touch with the Plezzel team.