If you read our blog post about the benefits of using a Facebook Pixel and the wonders it can do for your advertising campaign conversions, then the next logical step is setting up a Facebook pixel for your existing campaign. That is why we created this easy-to-follow tutorial.

Feel free to get in touch with us for assistance if you get stuck with any of these steps.

Step 1: Activate your Facebook Pixel

First, you need to log into your account and go to the Facebook Ads Manager. Then, click on the upper-left corner on ‘Facebook Adverts’.

 

 

Then, expand the drop-down menu by selecting the ‘All tools’.

 

 

Under the ‘Assets’ column, you will have the option to select ‘Pixels’ – click on it.

 

 

Voila! Click to create your Facebook Pixel. There can be only one Pixel code per account.

 

 

Step 2: Insert the Facebook Pixel code

There are two ways to you can insert your code, and in this tutorial, we will cover the ‘copy and paste; method – which means manually inserting pixel code into your website. So, select the second option.

 

 

You must install two types of code in order for the Facebook Pixel to work. The first is the base code.

Simply click ‘Copy code to clipboard’ to copy your code.

 

 

Since the base code needs to be present on every page of your website, you need to paste this code into your header. If you have a WordPress website (or other content management systems), just search for a header template. Learn where to find this template or code in different web management systems. Facebook even offers help on how to find this template or code in different web management systems.

 

 

Since business owners mostly use WordPress as their CMS platform, in this tutorial we will cover how to paste the code into WordPress, but the main idea is similar to every platform. You need to access your code, find this </head> tag, and simply paste the Facebook pixel code above it.

If you are an average to advanced WordPress CMS user then use this method:

In your WordPress dashboard, you can reach that code by selecting Appearance > Editor. Find the header template (header.php) through the search function, click on that template and then find the </head> tag.

 

 

Now just paste the Facebook Pixel code.

The easier way to do this, is to install a plugin. Go to Plugins on your dashboard, and click Add New.

 

 

Then, search for the ‘tracking code manager’ plugin. Install one of your choice from the list, and paste the code where you are told. Save the change and now you have a Facebook Pixel code installed on your website.

In this tutorial, we are using the plugin Tracking Code Manager v1.

Step 3: Install the Facebook Pixel event code

Base code must be placed throughout the entire website, and that’s why we installed it on a template that is found on every page – the header. But, event code needs to be placed only on pages where we want to track the specific conversion. This allows us to track different conversions on different pages.

 

 

Facebook lets us track 9 different types of conversions/events.

 1. Search

Facebook Pixel tracks this action when people use the search function on your website, and you need to type in a query you are interested in. You need to define that exact query in the code.

 

 

Instead of leather sandals shown in the Facebook’s example above, type in the query you are interested in.

2. View content

If you want to track people who clicked on product detail pages, landing pages, or any content, this is the option you should choose.

3. Add to basket

This is a great option everybody with an online shop should use. This event lets you track people who have added an item to the shopping cart. If you read our previous blog post, you learned that 3 out of 4 people abandon the shopping cart and don’t complete the purchase. Retargeting them could help you increase sales, and with this option, you can.

4. Add to wishlist

Quite similar to the add to basket event, add to wishlist lets you track people who have added a product to their wishlist. You can use this information to serve a Facebook ad, notifying the people about the discount for that exact item.

5. Initiate Checkout

Whenever someone clicks on the checkout, this event will be triggered. Also useful for retargeting and retargeting shopping cart abandonment.

6. Add payment info

This one is self-explanatory.

7. Purchase

Place this event on your order confirmation page so you can retarget your loyal customers.

8. Lead

A lead is a potential customer who has expressed an interest in your company. A person who has signed-up for your newsletter can be considered a lead, or completes a form, signs up for a trial, etc. This option allows you to market to your leads.

9. Complete registration

Whenever a person completes a registration for a product or a service, this event is triggered. Add this event to a registration confirmation page.

10. Custom event

Facebook lets you define the conversions you are interested in, but this does require a bit more advanced knowledge in order to set the right parameters.

Step 4: Installing the Facebook Pixel event code

You can place the event code when a user is taken to a new page, or when an action happens on the page. These two actions have different codes so you have to pay attention to which one you will use.

For example, if a person clicks the button for checkout and is taken to another page, then you would place the event code using option A.

 

 

Go to the installed plugin and click on the tracking code manager, then create a new tracking code. Name it however you prefer, and then paste the code from Facebook. Then, copy the code for the event you want to track on that page. Go back to Facebook. You can find event codes on your Facebook Ads Manager / Pixels / Create Conversion. Copy the code you want (the one that you want to track every time a specific page is opened). Go to the WordPress again.

The code you first pasted should look like this:

 

 

Click the exact place where the red arrow is pointing, and press Enter.

Now you need to paste the smaller event code you copied from Facebook Ads Manager. These codes look like this:

 

 

And now, paste it right above the </script> tag like this:

 

 

Unlike the base code placed in the header, these codes only make sense when they are used on the page they are supposed to, so make sure to select the correct page name from the drop-down menu below.

Whenever setting up codes in this manager, always choose the option: Standard code tracking in your WordPress. This opens up the menu where you get to choose on which pages you want to use this code. The base code is meant to be used throughout the whole website, and these event codes should be used only on specific pages.

 

 

Save the changes and voila! That is how you insert event codes into your website and can track them through Facebook Pixel.

Step 5: Check to see if Facebook Pixel is working

The only thing left to do is to confirm that the tracking is indeed working. Simply download the Facebook Pixel Helper Chrome browser extension (you can find it here), reload your website and click the icon in the upper-right hand corner. This is also a troubleshooting tool that shows all Pixel events, and a complete overview.

 

[vc_row][vc_column][vc_column_text]Increasing conversions should be one of the main goals of every business. If you chose to do advertising through Facebook and have an ad budget in place, then you should do all that you can to maximise it. This is where Facebook’s Pixel comes in! Facebook’s Pixel is basically a short code that you put on your website, that will help you with conversion tracking, ad optimisation and retargeting. Don’t let the “code” part scare you, implementing a Facebook Pixel is really simple, and you don’t need to be a programmer to do it. If you want to know how to set up a Google Pixel, we’ve created a useful step-by-step tutorial that you can view here.

Why you should track conversions

In order for your marketing campaigns to work effectively, you need to measure them and make adjustments as needed. Tracking conversions is one of main KPIs (Key Performance Indicators). A conversion can be anything – it’s a completed goal on your website. This completed goal should relate to your overall marketing and business goals. If you are running an online shop, then checkout (a sale) will be your main conversion.

Facebook campaigns show you how much each ‘like’ or ad impression is worth, but what’s the use of these metrics when you don’t know how many customers have actually performed your desirable action or goal? Whatever your conversion goal might be – whether it’s gathering leads, subscribers, receiving phone calls, app downloads, and anything in between, it’s important that you measure it.

How to use Facebook Pixel to track conversions?

With Facebook Pixel, you’ll see a new tab labelled “Conversions” in your Facebook Ads Manager. Conversion metrics can tell you exactly how much it costs to get a person to buy your product through Facebook ads. Let’s say you have set your Facebook Ads budget to be ZAR500 and that you are selling a product for ZAR100. If you get hundreds of likes, but only sell 2 items, then that means that you have spent ZAR500 and earned only ZAR200 – of which you still need to deduct product cost, shipping costs, etc. Through Facebook Pixel conversions, you will be able to see if you are losing money, and whether you need to optimise your campaign.

How to maximise your campaigns through lookalike audiences

Facebook’s Pixel will help you expand your reach by optimising your conversions. Once the Pixel gathers sufficient data about the people who have already completed the conversion, it will find similar people through an algorithm – and show them your ad! It’s that simple, Facebook Pixel does all the work, and you get more conversions.

Sales funnel misinterpretation

Sometimes people just need a nudge in the right direction. Every sales funnel picture is the same, it shows a funnel, where the end goal is a completed conversion. In reality, things aren’t so funnel-shaped and easy. Ideally, a person will click on your Facebook ad, which will lead it to a landing page on your website. Ideally, there will be an action that the person can perform, like – complete the sale, sign up or call you. But people, now more than ever, make informed choices before they buy a product. The sales funnel would consider this person lost, because he or she exited your website without completing the goal. Many people just want to know more about the product before committing to the purchase. They will perhaps Google experiences, compare it with similar products, ask their friends about it. At this stage, they aren’t ready to buy your product, and that’s where that nudge in form of retargeting can really help you.

Creating retargeting ads with Facebook’s Pixel

According to eMarketer, three-thirds of shopping carts throughout the world remain abandoned, which means people got to the final stage of sales funnel, but didn’t complete the purchase. And with Facebook Pixel, that can be your goldmine. Create an ad that will specifically target people who have previously visited your website, or simply target people who have abandoned the cart. A Pixel also allows you to target people who have completed an action on your website, like pressing a call button, subscribing to your newsletter, or searching for something specific through your website’s search function (if you have it).

This opens a world of possibilities for marketing. For example, you can target email subscribers with an ad that will offer them a discount. Or you can serve an ad to people who added a product to the shopping cart and didn’t complete the purchase, so you can remind them to come back and finish it. Retargeted customers are 70 times more likely to complete the purchase! You can find a very interesting retargeting infographic here.

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Image by Invesp

If you need help with your Facebook marketing campaigns or setting up Facebook Pixels for your different campaigns, get in touch with us. Let us help you optimise your advertising spend![/vc_column_text][/vc_column][/vc_row]

As a brand manager, do you sometimes feel that you are being pulled in a hundred different directions when it comes to deciding on the tactics to use to drive traffic to your ecommerce store?

Don’t panic, we have some advice to simplify the process when using Pinterest. There are many social media sites you can use to drive traffic to your ecommerce store – these include Facebook, Twitter, LinkedIn, You Tube and your own blog to name a few. We know that it can be a daunting task to manage so many social media profiles, but with a solid content strategy and editorial calendar in place, it is more manageable.

Pinterest is another great social platform to drive traffic to your ecommerce store. According to an article written by Shopify (which is a website where you can easily create your own online store), Pinterest shoppers are 10% more likely to purchase something than shoppers coming from other social media sites. Of those purchases, the average order amount is double the order amount of customers coming from Facebook. To read the full article, follow this link: http://ow.ly/B53Dl

Here are some ways you can use Pinterest to drive ecommerce sales:

• Let pinners see how your products are made. Let people in and show them the inside of your business, behind the scenes so to speak.
• Create thematic boards to create new interest, and keep them updated.
• Engage with followers on Pinterest and ask them to share photos of them using your product. You can even offer a prize of some sort to entice them to upload photos.
• Keep track of what type of pins and boards your followers like and build on that.
• Make sure there are links on your pins and boards to the relevant product pages. Make it easy for customers to find excactly what they’re looking for in your ecommerce store once they come from Pinterest.
• Make use of Pinterest’s rich pins. It’s especially important for ecommerce stores as it shows the price and availability of products.
• Pinterest price alerts is a great way to let people know when a product goes on sale. If the user has an unpurchased product on their board and it becomes cheaper, Pinterest will send an email informing them.
• You can also use the “Promote pin” feature to promote certain pins.

You may have already realised that social media plays a big role in driving traffic to your website and ecommerce store. Pinterest in particular can offer your business the opportuity to increase traffic and sales, but you have to be diligent about using your Pinterest account strategically.

Instagram started out as a platform for users using it more for personal reasons than businesses using it for marketing purposes.

However, these days brands understand the value of Instagram – and how to successfully integrate it with their marketing strategies. Instagram has become the ‘newest’ way to connect with target audiences by sharing visually attractive photos with short messages.

Researchers found that 92% of luxury brands who post an average of 5.5 times a week will show an increase in their customer base. (You can view the report here). So how can you utilize this amazing platform? Here are a few tips on how to use Instagram for your business:

• Monitor your Instagram account constantly. Every mention you receive is a chance to engage with your audience.
• Share the love. Don’t expect people to like and comment on all of your photos and you don’t return the favour. Be interactive and engaging – this is a fantastic way to grow your following.
• Use hashtags. Give your audience a topic / subject to photograph and a hashtag to use. There is no better way to grow your audience and to engage with them than a competition where people can win a prize.
• If you are already using hashtags on other social media platforms, use them on Instagram too. Keep in mind that hashtags used on a platform like Twitter might not have the same power when used on Instagram. Do research on the most appropriate hashtags to use (the ones your audience is looking for) to ensure maximum exposure.
• Include your customers and employees. Get customers to show how they use your product and / or services. You can also do this from your side by taking a picture of your customers and showing your audience how others experience your brand. Another option is to feature images of your employees having a good time on the job – this is a good way to humanize your brand.
• Reward your followers with discount codes or promotions unique to Instagram.

With that in mind, let’s look at some of our favorite brands on Instagram and how they leverage the platform. These are some of South Africa’s top brands using Instagram:

Woolworths

This is South Africa’s top brand on Instagram. They are very successful in their social media efforts and if you take a look at their Instagram account you will see why. They engage with their followers and they also include their staff and customers in their feed. In addition to this they also feature new products, post inspirational quotes and photos of their yummy looking food.

Topshop South Africa

Topshop has over 16 000 followers. They use relevant hashtags, which is most likely one of the reasons why they are so successful. They also engage with followers, but not on the same level as Woolworths.

Nifty250

We just love Nifty250’s profile! Their images are alluring, and you just can’t stop scrolling down to view more. Nifty250 is very interactive on Instagram – commenting and liking on photos on a regular basis.

Yuppiechef

They do an excellent job of including their staff and followers in their posts. They humanize their service on a very appealing level.

South African Tourism

Go take a look at their profile page, it is very impressive. The photos you will find there will make you fall in love with South Africa all over again. They use relevant hashtags and include followers by mentioning the person who took the photo.

If your brand is not yet using Instagram, what are you waiting for? If you need help incorporating Instagram with your current marketing strategy, feel free to get in touch with our team for advice.

 

One of the keys to social media marketing success is listening to what your audience is saying, analysing it and using these insights to improve your marketing strategy.

In our previous post we discussed tips to make the most of social media monitoring and there are many social media monitoring tools available to help you track online mentions and conversations. It’s probably a good idea to try a few of them and then choose the one that works best for you. Below we discuss some options for you to consider.

Social media monitoring tools

Hootsuite

At Twenty3Media we use Hootsuite to manage updates and comments, and Hootsuite can also be used to monitor what is being said. Hootsuite is a great monitoring tool to use when there’s multiple people working on various social media accounts. It offers everything you need in one place. Schedule your social content in advance, and engage with people across all your accounts, all conveniently located in one place. Its easy-to-read reports makes analysing data a breeze. When using Hootsuite you can manage various social networks including Facebook, Twitter, WordPress, Google+, LinkedIn and Foursquare.

TweetReach

If you want to monitor what impact your tweets have, then this is the right tool for you. TweetReach also measures the implications of social media discussions. By using TweetReach you will be able to find out which influential followers to target to get better results.

Social Mention

With Social Mention companies can monitor over a hundred different social media sites, and analyse data in depth. It gives you four measurements of each social media site – the Strength, Sentiment, Passion and what Reach it had.

Twazzup

This is a Twitter monitoring tool. Just enter the name you want to track in Twazzup and it will list the most active influencers, the top retweeted photos and links as well as the top ten keywords related to your search.

HowSociable

You can measure your and your competitors’ social media presence with this tool. You can track twelve social media sites for free. HowSociable allows you to see which social media platform works best for your brand and which ones need more attention.

Sprout Social

With Sprout Social you can manage and monitor on Twitter, Facebook and LinkedIn. Its social reports provide analytics, and organizes data of user activity and demographic information.

Unilyzer

This tool can help you see which campaigns are working best on which social networks. It retrieves data from a wide variety of social media platforms and analyses the data. This tool will tell you which visitors are “loyal” and from where users are coming. It also measures social media marketing efforts over time and gives the user a growth rate.

Google Alerts

Google Alerts is a fantastic way to keep track of trends and interesting topics. It very useful for companies’ in the sense that you can keep track of what people are saying about you and your brand across the World Wide Web. You can also use it in a personal capacity when searching for a job, following a trending story or if you’re searching for discounts or promotions.

For more information read this article for some interesting facts about social media monitoring or contact us if you need help with your social media marketing strategy and management.

 

The world of social media and monitoring what is being said about your brand can be confusing and daunting.

There is so much to keep in mind and so many different online platforms to monitor. Social media monitoring is also known as online analytics, social media measurement, social media management, buzz analysis, and the lists goes on.

Firstly, social media monitoring is the act of using an online tool to monitor what is being said about your brand (or a competitor for that matter) on the World Wide Web. It includes the monitoring of social media and other online platforms like blogs to determine the sentiment of an online conversation about a brand or topic.

One of the benefits of social media monitoring is that it can help marketers determine what impact their online marketing or advertising campaigns have on the public. Once the impact is determined, the marketer can identify opportunities for engagement. Social media monitoring can also provide valuable information about emerging trends and what consumers think about a specific brand or product.

There are many different online tools businesses can use to monitor a variety of social media channels. These tools allow companies to track what consumers are saying about their brand, product or actions. Companies can then react to interact with people through the social media platforms where these conversations are taking place. We will discuss the different social media monitoring tools in detail in an upcoming blog post.

Why is social media monitoring important?

• You know where you stand: Monitoring conversaionts will let you know what consumers think of your product as they will tell the truth on social media as they have nothing to lose. It can also provide valuable information about what your competitors are offering.
• Crisis control: Social media can quickly turn on you if you don’t pay close attention to it. By keeping your finger on the pulse, you can quickly respond to negative comments to ensure that disturbed customers are attended to.
• Identify influencers: With social media monitoring you can identify those consumers whose opinions are respected among their peers. You want these people in you good books so find ways to attract and engage with them, once you have identified them.
• Learn what works: You can learn from other companies’ mistakes. Keep an eye on your competitors and you will soon learn what works and what doesn’t.

How should brands handle negative comments on social media?

It is important to always be kind in your response to consumers. The old saying “the customer is always right” applies here, no matter how wrong he is! When faced with a complaint, don’t get defensive. It is best to be accommodating, polite and try to truly listen to the comment. If your business made a mistake, own up to it and apologise. Mistakes happen, and if you deal with them head-on consumers will respect that.

If you want to find out more about monitoring what is being said about your brand online, feel free to contact us to see how we can help.