In this episode, we are discussing how to use Facebook Pixel to track the traffic you are getting on your landing pages from Facebook ads versus organic traffic and how fewer offers on your page can get you better results.
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3 Big Take Aways
- How to get traffic data insights from browser extensions
- How to evaluate the effectiveness of Facebook Ads vs Organic Traffic
- How to avoid giving your audience too many options on your landing page
- Paul & Melissa’s Inner Circle – The Inner Circle with Paul & Melissa Pruitt is an epic 12-month experience for online business owners, coaches, course creators, and membership site owners who aspire to create financial freedom and a lifestyle they want for themselves and their family and also create a positive impact in their community and the world.
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- Mailchimp – marketing automation platform and email marketing service, used by businesses to manage their mailing lists and create email marketing campaigns and automations to send to customers
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Melissa: Sarah has some Facebook questions.
Sarah: Hi. was so proud of myself.
I put a pixel yay onto my landing page and I run an ad and now I've really confused myself. So. I've got some stats here, so what I've done, I've done an ad, which takes people to my landing page. On my landing page it gives people there's two things there's enter their name and their email address, and then there's click to join the challenge Facebook group.
So there's the two things on that. Now when I write the copy for my ad and I had the link at the bottom of it, I copied and pasted that from a Facebook post, which I'd put on my business page. And I shared that post around on Facebook as well. But does that mean that all of the data that I'm getting in my Facebook is including the people that are landing on the landing page from my posts as well.
So I used one landing page, but I've shared it on Facebook in some groups. And then I've got my ad sharing it the same one. Should I have used a separate landing page so that I could have measured things separately?
Am I making any sense at all?
Paul: Yeah. Yeah. Did anybody want to give any general advice or input on where she's at so far? Cause you know, I geek out on Facebook ads, so
There's a lot of things there and I'm just for, you know, us moving around the room. I'm just going to give you a couple things to think about very specifically.
First make sure you get open the Chrome browser and have the Facebook pixel helper extension and of can download that and just test your page that you're landing people on to make sure cause that that Chrome extension will show you if the pixel is firing on your website.
Yeah. So you'll be able to, okay. You did that. So you do see that happening. Yeah. Okay, great. All right. So cause no matter what we at least want to track that because that's a secondary ad that you can do to bring people back to that landing page. Now I will let you know, just as a general thumb, without even seeing the landing page is that you typically only want to have one call to action.
So for you to have an opt in and also to have a link to a Facebook group, you're giving people two decision points they might not do either and, or they're most likely not going to do both. So what I would recommend is that the think through what exactly you want, the action that you want them to take.
So they follow through on that specific action. And what you could do is as an example, Your offer or your promise of what the challenge is, have them submit their, their name and email. And then when they hit the submit button, the thank you page has a welcome video that comes on and says, Hey, we're doing the challenge inside the Facebook group, click the link below and join us.
So at least you got their one micro-commitment, you got their email, so you can communicate with them directly, but also after they did that, you're then just giving them one next step. And that's actually then to go into the Facebook group. So that way they're have like a sidewalk versus a two lane highway.
They don't have to make a decision on which lane to be in. You're just taking them down one specific path.
Now, more advanced in the future. Yes. The things that you do organically, you could send to a separate landing page. If you want to do tracking, just to see how your ads are really doing versus how your organic traffic is doing.
That would kind of be like a stage two type type thing. That way you can really truly dial in like how effective that is. What I will tell you is no matter what, where the goal typically is though, is doing a second ad retargeting people that went to that landing page, but then did not end up on the thank you page.
So the included all the (inaudible) people that as well. This is why you have the pixel on there because that script will fire off and it'll send a signal back to Facebook, letting know who this person is and what page that they're on. But what you want to do is because let's say you have a 50, 50, let's say you have 50% conversion, which would be incredible.
That still means the other half of the people did not opt in. So you could get them and bring them back to your page by having a secondary ad that is not going to the earth. It just going to the people that landed on that landing page, but did not go to the thank you page. It's a very small audience.
You probably don't even have to put a couple dollars a day on it, make it a "reach ad" because that way it'll then go to everybody in that audience. Just so they see the ad to potentially come back. Cause not all of us, when we think about it, our own habits, not all of us are in the perfect opportune time to be putting in an email address.
And you know, you're at that stoplight and you shouldn't be looking at your phone, you know, you're at the grocery store in the line and you're next and everybody's judging you because you're on your phone. Like we were all in different places. We should not be on our phone. We want to talk about the other places, you know?
So it just something that, you know, you just have to understand that not everybody that sees your ad the first time or goes on that page, doesn't necessarily not want to opt in. It just might not have been the right time to do that. Otherwise as far
as detailed to get like better ratios and conversions for you, there's so much inside of like the ad copy.
What's the hook, what's the headline, what's the visual. If it's pulling the people in, is the pain point, big enough, there's a link to what they would want to do a challenge for. And then is the messaging on the ad congruent and the follow through on what is on the landing page, making sure that the landing page and the visual is congruent with the ad, because that's why they clicked over there.
And it doesn't look like two different companies. Like there's so many little details that are in all of that so slowly over these calls or in between you know be able to guide you a little bit, but hopefully that those suggestions guide you for the next step.
Sarah: Yeah. Yeah. I've put the same picture on all of them so that they all look the same.
I use MailChimp for the email and the landing page and it's given me slightly different results in there too on my Facebook ad in ad manager,
Paul: Results is as far as the reporting?
Sarah: Yeah. And this is where I'm, I think it's probably down to my organic and yeah. Is that right?
Paul: Yeah, because keep in mind is if people are going directly to the landing page itself, then, and they're not going through the ad. I'm not sure about MailChimp's landing page software. I knew they created the past year and a half, two years, but if it has stats on it, metrics on it and it's just showing every single time somebody lands on that page itself, but that could have been from any source at all.
There are some more advanced ways that you can do tracking. I just don't want to confuse everybody on the, on the call right now.
Sarah: Yeah. Okay
Paul: So are you, are you good for now?
Sarah: I think so. Yeah.
Paul: So in the future, you could be more purposeful and divide that where the, the posts that you share in and wherever you're able to share ethically and to different spaces and groups could be a post that is not directly linked to the ad itself.
If this post was on your physical business page and that post was shared specifically in groups that secondary retargeting ad that you do, you could also do a custom audience on people that have recently engaged on your page.
Like for instance, in the last couple of days, and what that will do is it'll also include those people that looked and read that post click, see more, maybe liked it inside of a group, engaged with it, things of that nature. And you can retarget cause there's technically it's the post is actually on your page.
Paul: If it's shared into a group. So hopefully that helps.
Sarah: Okay. Thank you.