Here is the video replay of the complete stream hosted on Facebook Live.
HD Videos from the Stream
Here are high resolution versions of the three video lessons Patrick showed during the live stream.
1. Install the Basic Pixel Code
To get started with remarketing your art with Facebook Ads, you need to install Facebook’s tracking pixel. Here’s where to go in your Facebook Ads Manager to find that code. Art Storefronts makes installation easy, but you can add the pixel to most any site.
So for today’s demonstration slash tutorial, I’m going to be using the Artsy Shark Gallery, Art for Inspired Living.
It’s a gallery from the Artsy Shark community, you guys have probably heard of her, she’s big in the art marketing world. And, it’s a really cool gallery, she’s got some fantastic work on here, highly highly recommend you peruse it, at your leisure, if you will.
But, here’s the site, on our store front, and in this next tab, I am logged into her Ads Manager, so once you get into the Facebook Ads Manager, might as well start, I’m assuming you can figure out how to get here on your own, but once you’re inside the Ads Manager, you’re going to go ahead and go to Pixels. Okay. And, you can see Conversion Tracking Pixel Old, maybe you’ll have that view in your browser, this is the one that Facebook’s going to deprecate and get rid of.
This conversion tracking pixel will no longer be available after February, 2017, okay, great, So Facebook Pixel is the tab, and what we’re going to do is, we’re going to come inside here, and we’re going to go Actions, View Pixel Code, I want to grab this, I want to copy it, and I’m going to click Done. Now, here I am back on the Artsy Shark Gallery site, so I’m going to walk you through how to do this on an Art Store Front’s implementation, it’ll be kind of cool, if you’re not a customer you at least get to see what the back end looks like and see what you think.
Potentially, where would you host the most sites, most TMSs content management systems, give you the ability to do this relatively easily. And what we need to do is, we need to go ahead and place this pixel, this code that we just got from Facebook, into the Head section, such that it fires on every page of your website. That’s what you want this pixel code to do.
You want it on every single, solitary page on your website.
So, if somebody visits your website, it will record them. So, in the Arts Store Front Staff, what I’m going to do is I’m going to go to Info and Settings, I’m going to Scripts Section, which is already highlighted, and you can see here, here is the Head and there’s the Body, Arts Store Fronts gives you the ability to throw codes into either one. I’m going to go ahead and go to the bottom of this and I’m going to paste in the pixel code.
I’m going to click Save, and that’s it. We are done. The website’s been updated. And, now the pixel code for Facebook is live and firing on every single solitary page of her site. And later in the video I’ll explain exactly how you test this. But, it’s quite literally that simple. In you go, Actions, View Pixel Code, you copy it, and you paste it in there.
You paste it in the Head section of your site, and you’re in business. So, at this point, going forward, anybody that visits your site that has a Facebook account, or Instagram, read pretty much the entire world, you are going to be able to show ads to. It’s that simple.
2. Installing an Advanced Conversion Event
After you’ve installed the basic Facebook pixel, you can move to advanced conversion events, such as placing a code on your checkout page to begin building an audience in Facebook of only folks who have made a purchase from you. This is where the system begins to get really powerful.
What is your main focus for today? Explain FB conversion in English. Type English, right?
So that’s the focus and this is, admittedly, a little bit complicated, but it’s also so crazy powerful it’s amazing. And it’s the basis for pretty much everything that’s incredible about Facebook and I can’t get into all of that on this video, but what I can say is, can speak about it conceptually, right?
So we’ve now got the Facebook pixel code installed. And what this does is it fires on every single solitary page to your website, right? And it records your visitors if they have a Facebook or an Instagram account you can show them ads.
So you want to get that installed on your site. Once you get that on your site, all the rest of the more complicated stuff’s going to come later. In addition to that, there are what Facebook calls standard, conversion tracking with standard events.
So if I’m in the ads manager and I’m on pixels and I go to create a conversion, it says track conversions with standard events, right? And so I can click this and it gives me this little list of code, these little elements that I can add. I can say complete registration lead, purchase, add payment, initiate check out, on and on and on. For the purposes of today’s I’m going to go ahead and copy this one that says purchase ’cause that’s the one I’m going to do today.
And I’m gonna paste it down here, right? So, we have our normal Facebook pixel code up here and down here we have our tracking purchase standard event that Facebook just gave us.
And what this does is, it’s an additional line of code that in the e-commerce world you have fire on the checkout confirmation page. So, on the page after you’ve given your credit card and somebody’s put in their shipping address and completed the transaction, there’s usually a page that says, “Congratulations, you’ve completed a transaction, “you’re good to go.”
So, if you’re able to place this line of code on your website, Facebook starts recording everyone that has completed a transaction. So if you get this installed, even if you don’t use it today and it starts building as you make sales, you can eventually ask Facebook to go ahead and optimize your ads for people that have checked out.
And there’s all these ways difference com– I don’t want to say complicated, I don’t want to scare you, but there’s all these various other advanced things, let’s just say, advanced tactics that you can use.
You can optimize your campaigns for people that have purchased, you can optimize for conversions and so Facebook will go out and try to get as many conversions as possible. And you can even create look alike audiences. So you can say, hey Facebook I want to show ads to people that are just like these people that have checked out, right? So that is crazy crazy powerful. So, if you can,customer I want you to install this, even if you just install it and set it and forget it, you can come back to it after you’ve gotten some sales and it’ll start working for you. If you’re not an Art Storefronts customer and your website has the ability, or you have the digital to be able to install this in your site you can do it as well. We make it really easy for our customers ’cause it’s so incredibly powerful.
Now, what I learned, having done this and what no one really tells you and Facebook doesn’t even really make clear either, is how do you do this? How do you go about this? Okay, so I’ve got this block of code and I put it in my website and it fires on every page. How do I get this little snippet to fire on just one page? Like, how do you do that? Okay, go. It’s really not clear how you do it.
There’s a number of different methods. Either your website allows it or Google tag manager, you can setup rules, all of which gets crazy in the weeds. But that thing that they don’t tell is you is at the end of the day, without getting too into the weeds on code, a script has two tags and it’s start of the script, end of the script, right? So I’m going to go ahead and copy start of the script and paste it down here and I’m going to go ahead and copy the end of the script. There we go.
And I’m going to paste it down here.
So what we have here is we have this new little code snippet and we went ahead and added the script tags ’cause it is, at the end of the day, it’s a script. So, the thing that no one ever teaches you is that you can just grab this individual script, put the tags on it, start of script, end of script, copy it, paste it into your website, if you have the ability, and that’ll take care of it. And it’s just not clear anywhere, you kind of just have to figure it out from listening to podcasts online and such.
So, crazy powerful thing, crazy cool thing. So, in this script too, I want to explain, you can see Facebook track purchase value currency U.S. dollars. So you might want to change U.S. dollars if your currency is something else. In terms of value, I think it’s usually a good idea to, if you’ve got existing sales you can put in what your average order value is. So let’s just say for this example the average order size is $550. Okay, great.
So I’m going to go ahead and put in 550 two dots and that’ll put a monetary value to it. You don’t necessarily have to put it in if you don’t want to. But while we’re on the subject, let’s just go ahead and grab it.
Copy that piece of code that I created and I’m going to go back too the ads manager and close this out. Go back to the site, click edit site. Go back to that info in settings.
Go back to scripts and you can see we have site wide here and then we have key conversion pages. So I’m going to go ahead and hit the key conversion pages, paste that in there. Script track purchase, currency, all there. And you can see this is the order completed page. So in this art store front implementation, after someone’s completed the order, put in their credit card, they’ve checked out, they hit the confirmation page, “Congratulations, thank you for your order.” And now we’ve got the script on them.
Facebook’s going to track that. So once these things start building, you’re going to be able to go back in and optimize all your ads for it. And these are, this is kind of like one of those things where it takes a while, you know? But you have to have the seed in the ground. I like giving analogies, so you’ve got to get the seed in the ground, do your other stuff, make some sales, that’ll put some water on the seed, and then you’ll have a little tree to harvest when the time comes.
That’s such a whacky analogy, sometimes you just have to use it. So, that’s how you do it on an art store front installation. If you’re not on art store front, like I said, you’re going to have to figure out a way. Hopefully your CFS allows it hire a developer or something to do. But it is amazingly powerful and as you start getting sales, it’s just incredible. So I’m going to go ahead and end this video and let’s go back to the live broadcast.
3. Facebook Pixel Inspector
An easy way to verify that you’ve installed the Facebook pixel correctly.
Okay, so at this stage of the game, I know what you’re saying.
You’re saying, “Okay great, I watched your stupid video, “I’ve been through the entire thing. “Yeah, you showed me step-by-step how to install this “Facebook pixel, but it’s still really confusing for me.”
Trust me, you’re not alone, it’s confusing for everybody. I think they do it on purpose because they’re sadists.
Now then, there is actually an easy way to test to verify that you’ve done things correctly and that you’ve installed the pixel correctly. And I want to show you how to do it because it’s a nifty little trick, a nifty little hack, if you will. So, we’re on the Artsy Shark gallery here.
In the previous video you’ve seen me install the Facebook pixel, how do we know that it’s installed correctly? And that’s kind of a key thing to know. So, first it bares mentioning, Facebook really only plays nice with the Chrome browser. So you pretty much have to have the Google Chrome browser. It’s available for all platforms, so if you don’t have it, get it. And then let me show you this really cool extension that will let you test and make sure everything’s working correctly.
So, I’m going to go ahead and fire up the Google on the internet machine here. I’m going to type in Facebook pixel helper chrome. Okay, dismiss this thing, it’s pissing me off. Result number one, Facebook pixel helper, Chrome web store, Google, there it is. So I’m going to click on that and I’m going to click add it to Chrome. I’ve already added it so I’ve got it installed, but that’s important.
We’ll go ahead and throw a link to this baby in the blog post. But what you do is, once you’ve got this thing installed, and if we go back to Carolyn’s site, in this case, I can click this little extension. Actually, you can’t see it. It’s right there and if you click this guy, it says, one pixel found, artsy sharp.
So if you view the event log, so you click this down, it gives you this pixel ID field here.
It’s probably hard to see on the video, but you’ll get the gist. So, if gives you this pixel ID field and if you’ve got that then the pixel is installed correctly. If you really want to be thorough, if you have multiple installations, something else is going on, what you can say is, here’s a pixel ID 5429, okay. Let’s go back to the ads manager and I’m in ads manager, to make this clear.
Ads manager, pixels, here’s this ID again, right? So 6637, duh, duh, duh, duh, duh 5429. Again, if you can’t see it squint and/or, you know, on yours it’ll be clear. So you look there, come back to the pixel inspector, click the pixel inspector, you click the event log, and there it is. That’ll tell you in any event if you’ve got the pixel properly installed. So, great little piece of software to have.
It’s really handy. Anytime something goes sideways or your website’s been updates or anything along them lines, you just lean on this thing and it’ll tell you exactly what’s what. I mean, I use it literally all the time. Everybody does. So, great to diagnose. And as a little bonus aside, it’s a very quick measuring stick to test the marketing acumen of other sites, right?
I love these people that say, “Yeah, I’m on Facebook, “I’m advertising, I’m doing great.” And I hit their website, I run a little inspection and they’re not even running the remarketing pixel, you know they’re out to lunch. In terms of Facebook. So a little bonus piece of content there.