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Welcome to the SnapRetail Podcast! These bite-sized episodes will give you the email, social media, and website marketing advice you need to market your small business and get the most out of SnapRetail.  The information we present is delivered by our Customer Success Team, easy to understand, and Made for Main Street! 

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Jun 29, 2017

Facebook Ads Part 2

Hosted by Justin Shoup and Vince Ventura


What is the Facebook Pixel?


A piece of code of code that you get from Facebook and put on your website that, according to Facebook, makes conversion tracking, optimization and remarketing easier than ever. According to Facebook it will allow you to see how successful your ad is by seeing what happened as a direct result of your ad, automatically bid for conversions after you set up your pixel, and remarket to everyone who visits your site or just to people who visit specific pages or take specific actions.


What are the first steps?


  • Head to Facebook Ads Manager and search for Pixel OR just go to
  • Click on Set Up Pixel (or might say Create Pixel)
  • Install Pixel Base Code to “Head” of all pages of your website.
  • If you have a SnapRetail website you’ll do this by clicking on Website > HTML Snippets > + sign to add a new one. Name it, enable it, select page location head and paste it in the HTML box. Putting it in this one place will automatically add it to all pages.
  • Then, Install the Event codes. This will allow you to track events like when someone adds a product to their cart of initiates checkout.
    • If you have a SnapRetail website click on Website > Tracking Events and toggle on “Add to Cart” and “Initiate Checkout”. No need to copy the event code. This takes care of it.
  • If you do not have a SnapRetail website and want to track events that take place on your website like search, add to cart, initiate checkout, etc. you’ll want to add the event codes to any page you want to track these on (other event codes include search, add to wishlist, and add payment info..


How can I take advantage of this when creating ads?


  • Custom audiences
    • Website visitors to a particular page (Re-targeting ads)
      • Have you ever been to a website looking at a particular product and then suddenly you are seeing ads for that exact product? This is how it is done!
    • Lookalike audiences
      • Let’s say that people coming to this particular page on your website are women from the U.S. & Canada ages 30-55 with particular interest. Facebook will find others with these same characteristics to target the add at.
  • Conversions
    • Get people to add to cart of initiate checkout on your website and track & measure conversions
    • When “bidding” on the ad choose “optimize your bids for website conversions” and your ad will only show to people who are most likely to convert.


How do I set this up in Facebook when creating an ad?


  • Under Audience > Create New > Custom Audience > Website Traffic
    • Your Pixel should show here
    • You can then target “All website visitors” OR click the dropdown and target “People who visited specific web pages”, “visitors by time spent” or “From your events” like “Add to Cart”
    • You could even target visitors who have been to your site, but HAVE NOT visited a particular page
  • Lookalike Audience:
    • Create your Audience with the steps we just mentioned FIRST
    • Then, Create New > Lookalike Audience > Under “Source” choose Audience that you created.
  • When creating an ad select “Conversions” as Objective
    • Set up Conversions
      • Track Conversions with Standard Events
      • Pick your Conversion Event. Add to Cart or Initiate Checkout if you have SnapRetail website. With other websites Search or Add to Wishlist could be options as well.
    • From there you can select a Custom Audience.