First, the foreword

When we run Facebook ads, we all know the importance of pixels. It's a string of code we created on Facebook's business manager that can be tracked and learned about users' behavior on your site by putting it in the background of a stand-alone site. It helps people who are familiar with our products with Facebook ads and helps us find people who are more likely to buy them.

At first I just knew it was important, but after hands-on experience, I found that there were a few tricks in it, especially when we ran the Grocery Store stand-alone station, and the setting of Facebook ad pixels was particularly important.

Second, install settings Facebook ad pixels may encounter problems.

First of all, we need to know that only one pixel code can be installed in the background of a stand-alone station. And most of us started out building our own Shopify stand-alone stations with grocery stores, so we have one more problem than our peers who build brand niche stations: because we're testing a wide variety of products that have very different audiences, that's probably what makes usFacebook ads run off pixels。

For example, we just started measuring women's lipstick, nail polish these products, out of some single, but did not run burst, that is, did not pay a lot of orders. That's when we wanted to test some other products. Just as we saw some multi-functional cutters, children's toys have been selling very well recently, just want to be on these products. At this point, if we go on these products, we will find that the ad's previous display costs CPM, click-through costs, etc. will be very high, and the ads run badly.

It's not hard to explain that the traffic (i.e. users) from the products we ran in the first place was female, and the product users we wanted to test again were there in the ad group settings, and we might set up different user groups. So the original accumulation of user groups is this wave of people, you go to attract another wave of people, then Facebook side must be more than you charge money. It's called "ad pixels run off."

Third, how to solve the problem of pixel run bias and independent station running ads how to set pixels.

3-1, examples of individual ads

First of all, how to solve the pixel run-off this matter, such as the example in the previous paragraph, we run women did not run explosion, then we measure other products, we can stop the women's products, and then in the business manager to rebuild a Facebook ad pixel, and then install this new pixel to the independent station backstage, so that we use this new ad pixel to run, we can accumulate the audience (male, female) before not so much attention.

3-2 The way Facebook ads are played while independent stations test products

For the Facebook ads we normally run independently, our goal must be to find a pop-up that will bring in the entire site. And we need to keep testing before we find a pop-up, and we certainly don't care about these audiences.

Until we run into a product that has some limits on the age of the audience, especially gender, we have to remember not to run products that both male and female audiences can run. At this point, we'll start by expanding this ad group. How to expand, refer to the previous article: run to the explosion how to expand. Then the ad runs steady, and we can find some products that have similar characteristics to this product to run.

For example, lipstick testing products, advertising effect is good, then we can try women's clothes, necklaces and a series of products, slowly our independent station into a brand (niche) station.

And if this lipstick doesn't explode, just a little out of some single, we want to give it up, test some "ladies products" outside of the product, then we have to remember to go to the buschness manager backstage to create a new pixel, and then buried in the stand-alone station backstage, so that our ads can run more stable down.

Fourth, summary

As stated in 3-2, if we do not start with the intention of brand independent station, then our independent station model is from the grocery store test, all the way to measure a class of potential, run good products, and then around this kind of product selection, slowly turn our products into brand (niche) station. And then our users are becoming more and more "pure" because they are a group of users with the same traits. We'd be better off using Facebook's re-marketing: Custom Audiences and Lookalike Audiences run ads, when orders come in like snowflakes.