How to Set up Facebook Pixel and WordPress for a Winning Sales Funnel
Facebook advertising can get expensive fast and you don’t always get the return on investment that you would like to see. Your page’s engagement isn’t always enough to justify the high cost of the Facebook ads, especially when response rates seem almost random. The question is, do you give up there?
You’re not alone. The internet is full of people complaining about Facebook’s monetization strategy and how they aren’t getting the returns they expect or used to see on the platform. While those guys and girls are out there complaining about how things used to be, you can take advantage of the more advanced strategies that net you a much higher conversion rate than those who just haven’t caught up to the technology yet.
I’m talking about using the Facebook Pixel to get major return on investment from your ad campaign.
The pixel is a simple line of code that you stick on your website to track how people interact with your content. You can then use the tracking information to advertise to very specific subsets of your visitors.
This is the immediate future of the platform and for savvy business owners, using the Pixel can increase your returns by a massive amount. All you have to do is prepare properly and understand your own sales process, margins and customer profile, and guide your customers through a sales funnel that ramps up into your main offerings. If you don’t know the profile of your customers yet, going through this step-by-step article will be really helpful to get it straight in your mind.
Step #1: Activate the Facebook Pixel on Your Site
The first thing you have to do is set the Facebook Pixel up on your site so it is recording users coming from your Facebook ads. If you aren’t tracking your customers (and potential leads), you’re really missing out on one of the most important value-adds of the platform.
First, go to your business manager page and click the hamburger menu in the top left. Click Pixels.
Click on the tab that says Set up pixel and tell it that you’re going to install by copying and pasting the code. This is really the easiest way to do it; just use your header to stick in the code. Many WordPress themes have them by default, and Ultimate Branding has a module that lets you customize your headers allow you to install the pixel helper on every page of your site.
Once installed, you’ll need to add your events code to the header as well. This means putting in the goals you want people to do on your page, whether that be clicking on a link that goes to a specific page or fulfill an action. Some actions require installing more code into the headers of some pages, but Facebook has very clear installation guides for each of these.
Double Check Your Pixel is Working Properly Before Running Your First Ad
You really need to check this, as I’ve read of countless woe stories of people complaining that their pixel wasn’t working and they had tens of thousands of hits on their site recorded in Google Analytics but the Pixel wasn’t showing anything.
You can use the Facebook Pixel Helper to check if it is running a tracking code on the page.
Show Me Your Sales Funnel!
Once you have your pixel set up, you need to think about what you want your sales funnel to look like. What I’m going to show you is just one way to set up a sales funnel, and you may find more lucrative or converting methods of your own with enough experience and testing.
With the right ad, this practice to be very converting and for this I highly recommend video ads as Facebook is encouraging them relentlessly. On my last campaign using this funnel I got over 17,000 reach from a $40 investment, with a $0.02 CPC (Cost Per Click). Better yet, after users clicked through to the site I got 350 email signups!
That’s $0.11c per email!
If you have more to spend this could be compounded, and once you find a successful formula that gives you a return on investment, there’s nothing to stop you running ads like this all the time.
Here is the layout of the sales funnel, and while this may look simple, it really is all in the execution.
The most important step is knowing how much a single customer is worth to you. This will inform how much you’ll want to spend on your facebook ads. If a customer has a lifetime profit value of $6 on average, you’ll know that spending $4 in a series of campaigns to get that customer is totally worth it every time.
So here’s the process in detail:
Step #2: Run an Ad Leading to a Content-Rich and Useful (Non-Sales) Page That Tracks Clicks Through the Pixel
The key to getting the highest conversion rate possible for the first ad is to offer some extraordinary content for free. I’ll leave the content up to you but the more useful it is and the better it solves the problem, the more converting users you will get in the end.
What!? For free? I’m not a charity. I need to make money, buddy!
I realize that this might seem counter-intuitive at first, but hear me out.
The goal of the first ad is to get the tracking pixel on as many interested users as possible, as these are people that are just showing that they have some affinity towards the topic area your product is in. Audience targeting is a whole other article, but you’ll be aiming for at least a 2.5% clickthrough rate so try to get as granular as you can with your audience targeting while still having a big enough base for the content to spread.
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Make your ad engaging. I’ve said it before, but video really is massive here. Having a video ad that is engaging and well-produced will give you a better conversion rate than an image nine times out of 10. Be sure to include the link to click through to on the top line of the copy attached to your video (or image) and make sure you have the tracking pixel you want to use set up on the ad.
When you’re ready, click that order button. Now you wait.
Step #3: Run a Second Ad Retargeting Users That Were Tracked Through the Pixel
After the ad set has finished completely, this is when you run your retargeting campaign. This time, you’ll be leading users to a minimal opt-in page that gives you a better option to reach the client or a small buy that is not your core buy. We call this a tripwire.
A landing page offering a free PDF that is sent to their email inbox after a sign up is a good starter for this (that was my tripwire), but I’ve even seen a $3 “shipping cost only” CD for an audio course that I bought just because “Hey, it’s only $3!”
Think of Udemy sales, where video courses that are many hours long listed as costing $200 originally are discounted to $20, a 90% discount! This is a great tripwire that gets people to buy because it is just too good of an offer to pass up.
I’m spending a lot on this already. When do I start converting customers?
Remember, at this stage we are recording interest and tracking interested parties, not going all in. If you try to sell to a huge audience without gauging interest first, you might get a few leads, but it will be nothing compared to what you can do with a thoughtful and targeted (and retargeted) ad campaign.
So now you will create a Custom Audience through Facebook that includes only people that clicked the link on your last campaign, reducing the size of the audience but ensuring that all of them have shown an interest in your brand.
Website traffic is your custom converter here, and using the drop down for “People who visit specific web pages” you can put in the URL of the landing page from the first ad set.
Again, make sure that your ad has great content; video is preferable but you can use images if you have something that works well in your niche. I’ll leave this bit up to you.
Set Up the Conversion for the Main Product
Again, you’ll be tracking the conversions for this ad with your Pixel, but you’ll need to get a bit more granular now. For your main product ad set coming after this, you’ll only want to retarget the people who complete your sign-up process from the second ad set. This way, you know that everyone you are spending money on retargeting will already have shown enough interest in your products or business to give you their email or pay a small buy-in for a product.
Set up a second Custom Conversion from the Pixel page, with the URL of the Landing page AND the URL of the page that your site links to after you get a successful sign up (your “Thank You” page). This is what we will use in the next step.
Remember to wait until the campaign is finished, and be sure to keep up the relationship over email without trying to sell using this resource (yet).
Why not remarket to them using their email now that I have it?
This is an option and if you have experience in this area feel free, but in the timeframe we are looking at now you could just as easily lose the customer’s trust as get them to buy. Remember, you are trying to build loyalty not manipulate people. With the former you get lifetime customers who revere your brand. With the latter you may get a sale, but you will get a lot of unsubscribes and bad reviews or feedback from customers who feel like you are “selling” them..
Facebook advertising allows you to advertise without seeming like you are just going for the wallet. After a few weeks or months of maintaining your relationship with your email base, you can market to them again through the reliable email source and you won’t damage your relationship if you have been providing gifts of value in the relationship.
Step #4: Retarget the People Who Clicked the Second Ad, Then Offer Them Your Main Product
This is where you start seeing the great conversion rates that net you some serious returns.
Use the Conversions ad option on Facebook’s ad manager for this one. Select your main product landing page for the conversion at the top of the ad page. If you have the margin for it, you can also add an offer for this audience, but I never do this as I would prefer to have fewer high quality conversions than more low quality conversions for my main product. This will teach people that the product has incredible value even at full-price, and they won’t just be waiting for a discount (which I never do). As I create more products in the future, they will be happier to pay full price next time as well.
Of course, you know your niche and your product, so if you have the margin for it then an offer could increase your revenue, so depending on your industry it could be the right move.
This final ad will target people who clicked through AND opted in to your previous ad campaign with the email signup (with the optional deep discount product) and will offer them the next step. Set up the audience to only include people who went to those “thank you” page URLs, and direct them to the landing page for your main product.
Let the Ads Work: Reap the Rewards!
The magic here is that these people have already seen your content (proof), opted in to your email list and possibly paid a small amount for a product (that hopefully they loved) and now are seeing a product that they have shown interest in already!
Conversion rates here can be multiples of what they would be if you just tried to sell your product directly to the whole of Facebook. You have baited the hook, set the line and gotten the right bites.
Now just reel it in!
If you have doubts that this can work, try it out! A test would only cost a few bucks and you might just find that you get some great conversions.