How To Teach the Facebook Pixel to Students Effectively and Efficiently

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You'll gain: - A firm grasp of the Facebook Pixel - Proven examples of how to teach the Facebook Pixel to your students - An understanding of how to facilitate continued learning opportunities for your students outside of the classroom
  • 1. How To Teach the Facebook Pixel to Students Effectively and Efficiently RYAN RUSSELL
  • 2. A little about myself: ● 8 years experience in digital marketing on both the brand and agency sides ● 3 years teaching at the Rollins College of Business ○ 10,781 undergraduate students at UTC ○ UTC Rollins COB is celebrating a $40 million grant given by Gary W. Rollins ● I once sang “Low Rider” on stage with WAR when I was 10 years old
  • 3. You’ll gain: ● A firm grasp of the Facebook Pixel ● Proven examples of how to teach the Facebook Pixel to your students ● An understanding of how to facilitate continued learning opportunities for your students outside of the classroom
  • 4. Why This is Important for Students ● Wide Career Applications ○ Entrepreneurship ○ Agencies ○ Freelancing ● Wide Application of Marketing Skills ○ Data analytics ○ Marketing research ○ Creative ● Wide Application of Marketing Concepts ○ Consumer Behavior ○ Marketing Communications ○ Creative @ryanwprussell
  • 5. What is the Facebook Pixel? @ryanwprussell The Facebook Pixel is a snippet of code from your Facebook Ads account that you insert into the HEAD tags of your website. ● It collects data to help you track conversions ● It helps you optimize ads instead of just guessing at targeting ● It helps you build targeted audiences for future ads ● It helps you remarket ads to users who have taken some type of action on your website
  • 6. How Can the Facebook Pixel Be Used? @ryanwprussell 1. Website Custom Audiences: You can tell when someone visits your website, what pages they have visited, and when they visited. Then, you can create targeted audience groups. 2. Standard Events: You can inject additional code on specific pages of your website that will tell you when certain things happen - searching, add to cart, initiate checkout, complete registration, etc. See all 18 of them here: 3. Custom Conversions: Since the pixel tells when someone visits your website and what pages they visit, you can define what a particular conversion is by simply telling Facebook the URL that will link to that conversion. 4. Conversion Tracking: Once you define what a conversion on your website is, you will then be able to track when a conversion or a visit to a specific page on your website. You can then filter the results to make them more meaningful and valuable. 5. Conversion Optimization: You can select what conversion you want Facebook to optimize, which then lets you understand what type of people convert on your website. 6. Dynamic Ads: Once you insert the pixel and create standard events, you can use dynamic ad templates to show ads depending on the user visiting your website. 7. Results: The Facebook pixel makes it possible to analyze the results to refine and track your spend.
  • 7. Example: Evergreen Ads @ryanwprussell The Problem Digital Marketers Face: Why do ads that start out great often peak and then die out? Starting over takes too much time and causes me to lose social proof. Answer: Your audience is dynamic. It doesn’t necessarily mean our ads aren’t working. It likely means that new engagers who have entered your audience are the ones who need to see it. Simply put, you can’t expect to convert on those who keep seeing the same ad over and over as if they haven’t moved down or exited your funnel. Evergreen ads allow you to do this dynamically and continuously by serving ads to unique custom audiences based on how they have engaged with our content.
  • 8. 2 Ways to Teach the Facebook Pixel● Certifications and Training ○ Facebook Blueprint Training: ■ Training videos are free, certification exams are $150 ○ Jon Loomer ■ Great training, his $30 membership is worthwhile for students interested in a career in social media advertising ○ Hootsuite Academy ■ Free courses, certification is $199 ○ Udacity’s Digital Nanodegree ■ The gold standard for digital training programs. More than just social training. At a cost of $1,000, I only recommend this for students who are certain about their career path. @ryanwprussell
  • 9. 2 Ways to Teach the Facebook Pixel to Your Students ● Class Project ○ Group Simulation ■ Assign this introduction for homework: ■ After a review, break them into small groups with “strategists” and “designers” and provide real world scenarios from small businesses that could be leveraging the pixel. Ads can be designed through Facebook Creative Hub (you will need a mock page and ad account set up for your classroom) ■ Have students design a strategy and create ads according to their client’s goal. ■ Present to the class. *This can really come alive if you use real world clients! I’ve seen these sold to clients and launch careers. @ryanwprussell
  • 10. How Can I Explain the Value of Facebook Advertising? ● Social media advertising vs. Search advertising ○ “Who you are vs. what you’re looking for” ○ Stukent provides great material on this through their Digital textbook and Mimic Pro ■ I highly recommend contextualizing Mimic Pro with Google Adwords Certification ● Agency partnerships ○ Fostering relationships with regional agencies pays dividends for the student and the agency ■ Invite them into your classroom to share their experience ■ Invite them to share problems that your students can help solve ● Continuing education ○ Consider joining a group like Jon Loomer’s yourself ○ Provide extra credit opportunities for students to gain certifications @ryanwprussell
  • 11. Questions? Download this deck at my LinkedIn profile! @ryanwprussell
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