Pixel Perfect: Using the Facebook Pixel to Find Your Perfect Patient Audience

Most aesthetic practices are familiar with “boosting” a post on Facebook. Boosting a post gains more exposure through paid advertising. However, when it comes to using Facebook Ads Manager, many aesthetic practices report being uncomfortable with paid advertising. In this series of posts, we’ll begin to explore a variety of Facebook Ads Manager topics. Our first topic – is how to get started with creating a Facebook pixel.

Before we go any further, you may be wondering, “why are we talking about Facebook”? Often we hear, “Instagram is where my audience is!”. In 2012, when Facebook acquired Instagram, Facebook created the ability to manage both platforms simultaneously through the Facebook Ads Manager. Thus, this topic is highly relevant for advertising across both platforms.

What is a Facebook Pixel?

A pixel is a small piece of code generated from Facebook Ads Manager that can be installed in the header code of your website. If you use Google Analytics on your website, you’ll be familiar with this concept. To get started, you’ll visit the “Events Manager” in your Facebook Business Manager account and click the green “+” in the left column to connect a data source.

Once you create the pixel, install it on your website. You might need to contact your website administrator to complete this step.


What does a Facebook Pixel Do?

The Facebook pixel tracks who visits your website but also offers two key advantages:

  • Retargeting: Have you ever visited a website, and then ads for that product or service show up in your search engine or social media feeds? That is the pixel at work! You can create target audiences for individuals who visit your website and then retarget them with ads on Facebook and Instagram—thus increasing conversions and optimizing your social media ad spend.
  • Lookalike Audiences: If you have a pixel installed, you can create what is called a ‘custom audience’ comprised of individuals who have visited your website. From there, you can create ‘lookalike audiences’ with individuals who share similar behavioral attributes to those contained within your custom audience. You can also include geotargeting with these audiences too if you would like to market to a specific zip code or area.

We’ll explore more about Facebook Ads Manager topics in future posts! In the meantime, our team is available to discuss your social media goals and help you identify the best ways to market to your target audience!

At Synergy Aesthetics, we are here to support you. Our team is available to speak with you should you have any questions — Your Success is Our Success!

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