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"A good advertisement is one which sells the product without drawing attention to itself."- David Ogilvy
Introduction:
In the days of print, television, billboards and radio advertising, the craft of great advertising came to its zenith. . . but ad agencies still couldn't track how many people saw, read, or kept coming back to their ad. The only data was the purchase. Now we have the power to adjust our message based on where our ideal client is in the "consideration process". This is all thanks to cookies -- and the Meta pixel is the most powerful of them all! ✨
So, what if you could train Meta (aka Facebook) to send you the best leads without drawing attention to itself? Guess what? You actually can! The way to do this is by ‘training’ or ‘seasoning’ your Meta pixel.
What is pixel seasoning?
Pixel seasoning is training your Meta pixel to find you exactly the kind of leads or customers you want. This often leads to a substantial increase in ROAS (return on ad spend). Think of it this way. You’re trying to get your Meta pixel to understand what and who you’re looking for as quickly as possible. For example, let’s say you run automated webinars. The people you’d be looking for are people who register for the webinar. In this case, you’d try to get your pixel to understand that it needs to serve more ads to people who are similar to the ones who’ve registered for your webinars.
Even if you're not ready to start advertising, get that Meta pixel on your website! It can start collecting data on who is visiting each one of your pages over time. Once you're ready, you can use this historical data to leap out of the starting blocks when you launch!
How long does it take?
Typically, you’ll want to have at least 20-30 "conversion events" (e.g. View Content, Lead, Registration Complete) on your pixel before you change your optimizations to conversions. For example, if you’re optimizing for purchases, make sure you have at least 20-30 purchases. Before this, make sure you’re optimizing for link clicks at the ad set level.
Why does seasoning even matter?
Basically, it’s cheaper. Seasoning your pixel brings down your cost per event. A brand new, “unseasoned” pixel has no previous data on it. So when you tell it to go and look for people who are likely to purchase your products, it doesn’t know exactly where to go. So it becomes more of a trial and error thing, which could end up increasing your cost per event. But with a seasoned pixel, the pixel has previous data to look back on to make the best possible choices. This ends up reducing your cost per event. Once you’ve seasoned your pixel, one cool thing you can do is take that information and leverage it by creating an audience that looks very similar to the people who registered to your webinar or bought your products, whatever the case might be. This is what’s also called a lookalike audience.
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