Getting started with online advertising can be confusing at first.
There are so many options, so where exactly do you start? Google Ads, social media marketing or maybe email marketing?
Especially if you are not experienced in online marketing techniques, the choices and exactly where to start can be overwhelming.
No matter what your business is though, the first step should always be the same: installing tracking pixels.
You can’t just jump in and start buying ad space or impressions before laying the groundwork.
Tracking the visitors to your website with a pixel will be the cornerstone of your data collection.
Data is what ultimately drives digital marketing.
If you want to get started with online advertising, it all begins with understanding what a pixel is and how it can help you.
What Are Tracking Pixels and How Do They Work?
Tracking pixels are a few simple lines of HTML code which can be loaded along with other content when you view a webpage, or open an email.
They are tiny, completely invisible to users, and do not impact the usability of your website.
When loaded, the pixel runs a line of code that pulls useful data about the visitor, including:
- How they are viewing the content (web, mobile and browser type)
- Location and Internet Service Provider (via their IP address)
- The time they viewed your content
- The pages and other interactions they had while on your site
This is a tracking pixel in action.
There is nothing new about tracking pixels, they have been around almost as long as the internet. But what exactly do you gain from tracking the traffic that comes through your website?
The Benefits of Tracking Your Traffic
The fuel that keeps any online marketing strategy moving forward is customer data.
Tracking the inbound traffic to your website allows you to gain a fuller picture of the type of customer that your products appeal to.
Digital marketers are adept at making use of the information provided by tracking pixels to build successful campaigns.
The following is exactly how they leverage pixel data to your advantage.
Helps to Build a Customer Profile
The most obvious benefit of a tracking pixel is gathering crucial demographic data about your existing customers.
You might only have a vague idea of who is buying your product right now. Using a tracking pixel will give you the hard data.
With the information you get from your tracking pixels, you will be able to more carefully target social media and Google advertisements.
Knowing exactly who you are trying to convince leads to a targeted, more efficient ad spend, and a higher ROI on your marketing budget.
Shows the Success (or Failure) of Marketing Efforts
Tracking inbound traffic and its source is also a great way to understand the real impact of your marketing efforts.
If you are spending big bucks on Pay Per Click (PPC) ads, you want to know if they are actually working.
With this crucial information, you can double down on the ads that are working and cull the ones that aren’t.
Shows What Parts of Your Offer Are Most Enticing
Pixels can show the pages viewed by visitors on your website and the engagement rates with your marketing emails.
Imagine knowing exactly what your prospects like, without having to ask them? That is the power tracking pixels give you.
Once you have some insight into their behavior, it is time to experiment.
A/B testing different offers and then tracking the behavior of your target audience helps you to figure out what appeals most.
Over time and with the help of tracking data, you will be able to develop refined and highly effective marketing materials that are irresistible to your target audience.
The most powerful benefit of tracking data is being able to retarget the visitors to your site with ads even after they have left.
Your tracking data is typically exported to an analysis tool run by a large ad seller, like Google or Facebook.
Once you have the data about your customers in their system, you can use it to target ads at them across the web.
The more times your offer is put in front of your customers, the more likely you will convert that lead into a sale.
Pixel data is what allows you to reach them wherever they are online.
Tracking Has to be the First Step
The power of tracking inbound traffic to your site should be obvious, which is why it should always be the first step for anyone running online ad campaigns.
You would be amazed at how many businesses are spending serious dough to generate traffic without properly tracking it.
Maybe their campaigns are successful, but they would never know!
All major web-based analytical tools, such as those run by Google or Facebook provide pixels for you to insert on your site and it is possible to install them, even without a knowledge of code.
Get Expert Help Setting Up Your Pixels
You are a business owner who is an expert in your field.
It is unlikely that your expertise extends to pixel installation. The process isn’t exactly rocket science, but could take hours for someone who doesn’t know what they are doing.
You can save yourself the time and hassle of installing the tracking pixels by getting professionals to do it for you.
Outside ROI installs Facebook, Google Analytics, LinkedIn and Pinterest pixels on all customer websites before setting up any marketing campaigns.
This lets us, and you, maintain a full and clear picture of who is coming through the site while providing valuable information for future campaigns.
Stop letting valuable customer data slip through your fingers and start tracking your traffic.