If you use Facebook ads and ActionSprout actions, then Facebook pixel events are the key to getting the most bang for each precious buck.
With pixel events you can target supporters (and potential supporters) with messages specific to how they've interacted with the Social Actions you've posted via ActionSprout.
In other words, it increases your chances of getting the right message to each person, greatly improving your success rate and lowering your overall ad costs.
What are Facebook pixel events?
Similar to other Facebook pixels, adding pixel events to your ActionSprout Social Actions gives you the ability to retarget folks who did or did not complete a particular step related to the ad and promoted posts. Or you can specifically target those folks who've viewed your action, completed your action, etc.
Let’s look at the different kinds of pixel events and how each one could help you better target your message and Social Actions.
First up is View Content. It tells you when someone has viewed your action, but didn't complete it.
In other words, they were scrolling through their newsfeed, saw your action, and were interested enough to click on it, but some reason they stopped short when they got here:
The good news is, these folks showed interest in your cause! Your content grabbed their attention long enough to stop scrolling and proved interesting enough for them to click and view the full action.
Now you just need to figure out why they didn't complete your action.
- Were they not quite ready to take the step with your organization?
- Do they need further convincing?
- Do they need to learn more?
- Was the call to action as clear as it could be?
It’s normal for supporters to require additional exposure to your cause before they take action. Now is the time to target them with:
- A "more information" ad: boost a popular post, try to send them to your website, or promote a related video
- A "further call-to-action" ad: boost a different post
- A "resurface the same action" ad: boost a same post again
- An ad with a different message: boost the post after you try changing the wording and/or picture
- An ad with a different ask: boost a post after changing the action you require
Depending on your cause and audience, it could take some trial and error to figure out which one of these will do the trick.
Next we have a Lead, which is anyone who completed the action by sharing their name and email, but then didn't fill in the additional info you requested, such as zip code or occupation.
In other words, they dropped off here:
These supporters took a big step by completing your action. And now you have an email address to contact them, which is great.
To further engage them:
- Think of additional ways they could take action: boost another post their way
- Give them a "more information" ad: boost a post, send them to your website, promote a related video, etc.
Then you also have Complete Registration event, which happens when someone completes an action, beginning to end.
They performed the action you requested, gave you their name and email address, and also supplied any additional data you asked for in the process.
In other words, these supporters are totally on board with your cause!
Target them with:
- A "further ways to take action" a: boost a different post to them
- A "greater ways to take action" ad: boost a post that asks them to take the next step by donating, calling a local leader, volunteering, etc.
- A "more information" ad: boost another post, send them to your website, promote a related video, etc.
- A "sign up to become a member": send them to your site to officially become a part of your cause's greater community
Now that you know the secrets, use them wisely
Applying pixel events to your ActionSprout Social Actions can exponentially increases your chance of connecting with the right people through the right ads. Use that power to better find and reach your supporters with the messages they need to hear, all while saving your organization valuable ad dollars in the process.
Ultimately, that means more money going directly toward your cause, which you and your supporters want!
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