Hey LS Family,
Can’t believe it’s June already! Across the industry, many markets are entering (or already in the heart of) one of the busiest seasons. Some people aren’t advertising right now, but many haven’t run Facebook or Google Ads at all.
Many operators think that since they’re not running any Facebook Ads or Google Ads, that those tools can just be ignored for now.
Those operators are mostly right, but there’s one task that you SHOULD take a couple minutes to knock out, even if you aren’t planning to run digital ads.
Do this now to make future ads more successful
This quick, seemingly pointless task can make future advertising much more effective. If you’re thinking of running ads in the future, you really should take a minute to set up your Meta Pixel & Google Pixel (technically called the Google Ads Global Site Tag, but your webmaster likely just calls it a pixel like the rest of the tech world).
What is a Pixel?
A pixel is a small bit of code you add to your website. That piece of code then communicates with a tool, like Facebook Ads or Google Ads. Any time that code is triggered, information about the user who is on your site at that time is shared with and anonymously stored in the tool connected to the pixel.
If you’ve ever browsed a website only to find yourself seeing ads for that brand for the next few days, it’s because their Pixel tracked that you were on their website.
I’m not running ads… Why should I set this up?
Excellent question. Even if you’re not running ads right now, you should set a couple minutes aside to set up and install your Meta (Facebook) & Google Pixels. Here’s why:
Both Facebook & Google optimize their ads and can create audiences based on how people behave on your site. Your pixels share information like
- User Age
- Income Level
- How long they spend on your site
- What pages they visit
- What actions they take (like calling or submitting a form)
So even if you aren’t running ads right now, you want these pixels installed on your site and collecting information about the people who visit your site. When it comes time to run ads, you can quickly reengage with people who have visited your site. You can also create powerful “similar audiences” (called Audience Signals on Google, and Lookalike Audiences on Facebook). These similar audiences are individuals who look and behave a lot like the people who have already visited your site. This increases the likelihood that the people who see your ads are the types of people who will pay for pest and wildlife services.
How do I set my pixel up?
Setting up your Meta Pixel and Google Tracking Code can seem like a daunting task, especially if you haven’t worked with Meta and Google Ads Platforms before. We’ve put together in-depth step by step walkthroughs to install each platform’s codes.
In either case, you’ll log into the platform (either Facebook or Google Ads), go to settings and copy a line of code, and paste it in the header of your site. You can also integrate with Google Tag Manager, which is without a doubt the easier, more reliable way to do things.
Of course, we’re always happy to help as well, if needed.
Even if you’re not advertising on Facebook or Google right now, you should set up your Pixel/Tracking Code on your website. This will allow you to gather useful customer data, which will only improve your advertising efforts in the future should you choose to run Google or Facebook Ads.
If this was helpful, please forward this newsletter to a colleague who could also benefit from it. If this email was forwarded to you, please click here to sign up to receive future newsletters.