Amazon Advertising: What is it actually?

Amazon Advertising comprises a variety of ad formats that are displayed both inside and outside the Amazon platform. While Sponsored Products appear directly in the search results, display ads and the Amazon DSP (Demand Side Platform) enable a targeted approach across the entire Internet. At the heart of this is the use of first-party data: Amazon knows exactly what customers buy, what they put on their wish list and what they are interested in.

Display ads and flexible formats

The magic lies in the flexibility. Amazon Display Ads not only appear on the product page of the competition, but also accompany the user throughout their entire digital life. Compared to Google Display Ads or retargeting via Adroll Ads, Amazon accesses real purchasing behavior instead of just click interests. This leads to significantly higher relevance and better conversion rates.

• Sponsored Products (search results)
• Sponsored brands (logos & headline videos)
• Amazon DSP (Programmatic Display & Video)
• Twitch Ads (gaming & live streaming environment)
• Fire TV & Echo integrations

Cross-platform advertising: Twitch, Fire TV & Echo

Amazon is now a huge media ecosystem. When you run Amazon Ads, you can reach your target audience while they’re gaming on Twitch, streaming movies on Fire TV or asking Alexa for recommendations. This omnipresence is unique. It’s the perfect complement to a YouTube strategy or campaigns on Bing Ads because you’re picking up users at different stages of their lives.

Twitch Ads: Reaching the young target group

Twitch is the home of Gen Z and millennials. By integrating video ads into live streams, you can create an awareness that traditional banners can never achieve. As an agency, we often combine these high-interest contacts with TikTok Ads strategies to create a viral effect across multiple platforms. This is modern branding in the 21st century.

Costs and prices for Amazon Ads

How much does advertising on Amazon cost? Billing is usually based on the PPC model (pay-per-click). You only pay when a potential buyer actually clicks on your ad. The click prices depend heavily on the competition in your category. While niche products are cheap to advertise, competitive markets such as electronics or food supplements require a higher budget and more precise optimization by professionals.

ROI and ACOS optimization

In Amazon Marketing, everything revolves around the ACOS (Advertising Cost of Sales). We analyze your margins and optimize the bids so that every euro of advertising budget results in maximum profit. We constantly compare this with the performance of Facebook Ads in order to invest your total budget where the highest profitability lies.

• Transparent click costs
• Scalability according to budget
• Real-time optimization of bids
• Detailed sales reports
• Automated campaign control

Prices: Advertising prices on Amazon Ads?

With our expertise as an SEA agency, we help you to establish Amazon Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.

• Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
• Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
• Amazon Ads – users close to purchase, CPC often €0.30-1.50
• AdRoll Ads – retargeting-based, costs mostly via CPM or CPA

What comes after the click? Funnel & landing pages

Traffic alone is not enough. If you want to lead users from Amazon to your own landing page or an external store, you have to offer a perfect user experience. As a full-service agency, we look at the entire journey. After the initial contact via Amazon Ads, we lead customers into a sustainable email funnel to increase customer lifetime value.

Newsletter and customer loyalty

Once won, the customer should stay. We use strategic newsletter marketing to keep in touch. We use insights from Amazon purchasing behaviour to send personalized offers by email. Supplemented by webpush notifications, we create a system that keeps customers coming back to your store.

Step 1: Collect e-mails

Step 2: Use emails for remarketing

Remarketing: Closing the bag

The majority of users do not buy on the first click. This is where our remarketing comes into play. We “track” users who have viewed your product on Amazon but not purchased it across the entire web – even on social media platforms such as Instagram or YouTube. This helps you to be remembered and massively increases the likelihood of a sale.

Amazon DSP for external retargeting

With the Amazon DSP, we can buy advertising space on thousands of websites that do not belong to Amazon but use Amazon’s data. This is far more powerful than normal display advertising. In combination with UGC content in the banners, we create a relationship of trust that makes the competition look old.

Amazon Ads strategy for brands

Successful Amazon marketing is not a sprint, but a marathon. We develop a holistic concept for you that combines SEO (organic ranking) and SEA (paid ads). Only when both cogs mesh will your brand dominate the search results page in the long term. We use the latest AI marketing tools to predict trends and advertise inventory efficiently.

• Keyword research based on genuine buying interest
• Optimization of product titles and bullet points
• Creation of high-quality A+ content
• Control of seasonal promotions (Black Friday etc.)
• Protect your brand against free riders (brand protection)

Your Amazon Ads agency & contact

Why choose Social Media One as a partner for your Amazon success? We are a full-service marketing and advertising agency that knows exactly how to scale products online thanks to our own successful brands in the double-digit million range. We are always “cutting edge” as we immediately test new advertising formats on Amazon, Twitch and in the video sector in real cases. An agency saves you a huge amount of time in complex account management and planning. We optimize your costs and ensure profitable growth on the world’s largest marketplace.

Ready to multiply your sales figures? Let’s build your Amazon dominance together.

• Contact agency
• Instagram strategy for Amazon brands
• Book keynotes on e-commerce trends

Google Display Network (GDN): What is it actually?

The Google Display Network is an association of millions of websites, apps and video platforms (such as YouTube) on which Google markets advertising space. In contrast to Google Search, which is dominated by text ads, the focus here is on visual formats. You don’t buy keywords, but target groups, interests and placements. It is the digital form of billboard advertising, but with the precision of performance marketing.

The different ad formats

Google offers a variety of ways to package your message visually. Responsive display ads are particularly efficient. Here, we upload various images, logos and texts and the Google AI automatically combines them into the format that works best on the respective website. This saves time in photo and video production and optimizes performance through constant testing.

• Classic image ads (static banners)
• Responsive display ads (AI-optimized)
• Video ads (integration in YouTube & apps)
• Engagement ads (interactive formats)
• Gmail ads (placement directly in the mailbox)

Why Google? Advantages

Compared to other platforms such as Bing Ads or the specialized marketplace environment of Amazon Ads, the Google Display Network (GDN) offers unparalleled coverage of over 90 % of all Internet users worldwide.

“Although we can also highly recommend Amazon Ads at the moment.”

Agency strategies: Prospecting vs. remarketing

Successful Google Display campaigns are based on two pillars. First: “Prospecting” – finding new customers who do not yet know your brand but fit perfectly into your target group profile. Secondly, remarketing – retargeting people who have already visited your store but have not yet made a purchase. While providers such as Adroll Ads offer strong competition here, Google impresses with the seamless integration of all data streams.

Customized target group targeting

We use Google data to target people based on their habits. “Ready-to-buy target groups” are users who, according to Google’s algorithm, are about to make a purchase decision. In an individual marketing consultation, we analyze which segments offer the lowest CPC (cost-per-click) for your product with the highest conversion probability. In this way, we avoid wastage that is otherwise often found in traditional TV or print advertising.

And then? Check the results!

1. Place advertising
2. Check results, optimize
3. Continue to place good ad sets

Zack! Sale!

The perfect funnel: What happens after the click?

Clicking on a banner is just the beginning. As a full-service agency, we ensure that the user lands on a highly optimized landing page. The design of the ad and the message of the page must harmonize perfectly. If mistakes are made here, your budget will be wasted. We also implement web push notifications to retain visitors without an email opt-in.

Lead generation and newsletter marketing

With display ads, users often do not buy immediately (impulse purchase), but must first be convinced. That’s why we integrate smart hooks for your newsletter marketing on the landing pages. Once in the system, we guide the contact through an automated email funnel to the conclusion. This chain of visibility (display) and completion (email) is the gold standard in e-commerce.

• Optimization of the user experience (UX)
• Building trust through UGC content on the site
• Fast loading times for mobile users
• Clear call-to-action (CTA)
• Integration of testimonials

Step 1: Collect e-mails

Step 2: Use emails for remarketing

Google Display Ads in the cross-channel mix

A modern user sees your brand on many channels. They scroll through TikTok Ads, search on Google and read the news in the evening. Google Display Ads act as a “glue” here, connecting the various points of contact. If a user has seen your product in an Instagram ad, they should find it shortly afterwards as a display banner on their favorite news site. This omnipresence creates authority and trust.

Synergy with YouTube advertising

As YouTube is part of the Google universe, we can perfectly coordinate video ads and display banners. Anyone who has seen your video will later be shown a matching banner. In our YouTube consultation, we show you how to use this combination to tell your brand story consistently across all devices.

Costs and budget planning for display ads

How much does Google Display Advertising cost? The beauty of Google Ads is that you have full control. You can start with €5 a day or invest millions. Billing is usually based on CPC (click price) or vCPM (cost per 1,000 visible impressions). Prices are often significantly lower in the display network than in search, as the competition at placement level is more widespread here. We use professional bid management to ensure that you get the maximum “share of voice” for your budget.

Use of AI and smart bidding

We use state-of-the-art AI marketing to adjust your bids in milliseconds. Google learns which users convert and prioritizes your ads to these people. This massively reduces the cost per lead (CPL) and makes your marketing scalable. We combine the power of the machine with our years of experience from hundreds of cases.

• Full budget control in real time
• Transparent evaluation of all clicks
• A/B tests of different banner designs
• Exclusion of inappropriate websites (brand safety)
• Geographic targeting down to city level

Prices: Advertising prices on Bing Ads?

Bing is an unbeaten champion in the B2B sector in particular, as Microsoft Edge and Bing search are pre-installed as standard on millions of office computers. If you don’t have a presence here, you leave the field to the competition without a fight.

With our expertise as an SEA agency, we help you to establish Microsoft Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.

• Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
• Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
• Amazon Ads – users close to purchase, CPC often €0.30-1.50
• AdRoll Ads – retargeting-based, costs mostly via CPM or CPA

Conclusion: reach that sells

Google Display Ads are the backbone of any serious online marketing strategy. They provide the necessary visibility among the masses and bring potential customers back to the store through intelligent remarketing. Those who do without this presence today are leaving the digital space to their competitors. In combination with sound Instagram advice and technical funnel know-how, Google Display becomes the most important engine for your growth.

Your Google Ads agency & contact

Why choose Social Media One as a partner for your Google Display campaigns? As a specialized marketing agency and advertising agency, we are always “cutting edge” thanks to our numerous cases and own brands in the double-digit million range. We know exactly which visual stimuli and texts work to turn a fleeting glance into a paying customer. An agency saves you a huge amount of time in the technical setup and graphic creation of the ads. We optimize your campaigns daily to get the most out of every euro.

Ready for maximum visibility? Let’s develop your Google Display strategy together and make your brand present everywhere on the web.

• Contact us directly
• Book a speaker for digital marketing
• Start a career in display marketing

Why Bing Ads? The advantages of Microsoft Advertising

Advertising on Bing means gaining access to the entire Microsoft Search Network. In addition to Bing, this also includes partners such as Yahoo and DuckDuckGoGo.

“The biggest advantage is often less competition.”

Stephan M. Czaja, Social Media One

Since many marketers blindly rely only on Google, the click prices (CPC) on Bing are often 30 % to 60 % cheaper. This means for you: More traffic for the same budget.

Exclusive target groups and demographics

Bing’s user base differs significantly from that of Google. On average, it is older, has a higher household income and is often on the move in a business context. Through targeted marketing consulting, we analyze whether your products appeal to precisely this target group. If you sell high-value capital goods or specialized software, Bing is often the channel with the best ROI.

• Lower click prices (CPC) than with Google
• High proportion of B2B decision-makers
• Simple import of existing Google campaigns
• Presence in Windows ecosystems (Cortana, Edge)
• Less aggressive competition for top placements

Also 2026! Would you have thought so? It all starts with:

Comparison: Bing Ads vs. Google & display networks

A modern marketing mix consists of various pillars. While Google delivers sheer quantity, Bing scores with quality. But how does it all fit in alongside specialized networks? Compared to Google Display Ads, Bing in the search network is much closer to the conclusion of a purchase (lower funnel). However, if you are looking for dynamic retargeting across many platforms, you should also consider Adroll Ads or, in the e-commerce sector, explicitly Amazon Ads.

Synergies in the Microsoft network

Microsoft Advertising offers more than just search. Through the Microsoft Audience Network (MSAN), you can place ads on MSN, Outlook.com and in the Edge browser. This is the answer to Google’s display network. In combination with performance marketing approaches, highly efficient image campaigns can be run here that accompany users throughout their entire digital working day.

And then? Check the results!

1. Place advertisement
2. Check results, optimize
3. Continue to place good ad sets

From click to question: What happens when you have traffic?

Strategy: What happens after the click?

The best ad is useless if the user experience ends after the click. As an agency, we look at the entire path. A click on a Bing ad must lead to a highly optimized landing page. This is where it is decided within seconds whether the visitor becomes a lead. A clear call-to-action (CTA) and a fast layout are mandatory.

Lead nurturing and e-mail funnel

Once the data has been collected, the real work begins in the backend. Instead of just selling once, we build a sustainable email funnel. We use automated newsletter marketing to keep in touch with the customer. This is the key to profitability, especially for products that require explanation and are searched for via Bing.

• Optimization of the landing page load time
• Implementation of Webpush notifications for reactivation
• Building trust through UGC content on the target page
• Automated follow-up sequences
• Conversion tracking until the final sale

Step 1: Collect e-mails

Step 2: Use emails for remarketing

Remarketing: Getting back the lost traffic

Not every user buys on their first visit. In fact, around 97% of first-time visitors leave the store without completing a purchase. This is where our strategic remarketing comes in. We tag the visitors to your Bing campaigns and show them targeted ads later – whether again on Bing, in social networks or via display banners. This way, you remain present until the user is ready to buy.

LinkedIn Profile Targeting: The Bing secret

An absolutely unique feature of Bing Ads is the integration of LinkedIn data. Since Microsoft owns both platforms, you can filter your search ads by job title, industry or company. This is recruiting and B2B sales on a level that Google cannot technically offer. You only want to reach IT managers in the automotive industry? With Bing Ads, this is possible in the search network.

Ad types and design

Bing offers classic text ads, but also visual formats. Dynamic Search Ads (DSA) help to automatically create ads for large product ranges – ideal for e-commerce success. We design your ads so that they stand out from the crowd. Clear USPs (unique selling points) and the use of all available ad extensions ensure a maximum click-through rate (CTR).

Use of AI in ad management

The future of SEM lies in automation. Microsoft uses massive computing power to optimize bids in real time. We combine these algorithms with our human expertise in AI marketing. In this way, we ensure that the machine does the work, but the strategy always remains aligned with your individual business goals.

• Responsive Search Ads (RSA) for best performance
• Sitelink and image extensions
• Call extensions for local service providers
• Product ads for online stores
• Local inventory displays

Prices: Advertising prices on Bing Ads?

Bing is an unbeaten champion in the B2B sector in particular, as Microsoft Edge and Bing search are pre-installed as standard on millions of office computers. If you don’t have a presence here, you leave the field to the competition without a fight.

With our expertise as an SEA agency, we help you to establish Microsoft Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.

• Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
• Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
• Amazon Ads – users close to purchase, CPC often €0.30-1.50
• AdRoll Ads – retargeting-based, costs mostly via CPM or CPA

Conclusion: Bing Ads as a performance turbo

If you ignore Bing Ads, you are missing out on money. The combination of low costs, exclusive B2B targeting and a target group with purchasing power makes Microsoft Advertising one of the most underestimated channels in online marketing. In a world where TikTok Ads and Instagram attract attention, people search on Bing when the intention to buy is already concrete.

Your Bing Ads agency & contact

Why choose Social Media One as a partner for your Microsoft Advertising campaigns? We are a full-service marketing and advertising agency that knows exactly how to buy traffic profitably thanks to our own successful brands in the double-digit million range. We are always “cutting edge” as we immediately test new features in real cases. An agency saves you a huge amount of time in setting up and ongoing optimization. We prevent expensive learning costs and ensure that every euro in your advertising budget contributes to your growth.

Ready to overtake the competition on Bing? Let’s diversify and scale your traffic stream together.

• Contact us directly
• Video strategies for Bing accompaniment
• Retain customers from Bing in the long term

Adroll: What exactly is it?

Adroll is a Demand-Side Platform (DSP) that enables companies to place ads across thousands of websites and apps. The company is best known for its top-notch retargeting. As soon as a user visits your store, Adroll “follows” them across the entire web—whether they’re reading the news, browsing social media, or using mobile apps. It’s the ultimate form of “top-of-mind” marketing.

Retargeting and Prospecting

The magic of Adroll lies in the combination of two strategies: retargeting (bringing back former visitors) and prospecting (finding new, similar users). With access to billions of user datapoints, Adroll can create“lookalike audiences” that are even more precise than those offered by many other providers. In a comprehensive marketing consultation, we’ll analyze how we can profitably engage these target audiences for your online store.

• Cross-Platform Retargeting (Web & Social)
• AI-Powered Prospecting for New Customers
• Dynamic Product Listings (DPA)
• Automated Bidding Strategies
• Centralized Management of All Display Campaigns

AdRoll vs. Google Display Ads: What Are the Differences?

Why use Adroll when there’s Google? The main difference lies in the ad inventory. While Google primarily serves its own AdSense network, Adroll accesses over 500 different ad exchanges, including Facebook and Instagram’s ad inventory. So you’re not just buying from one provider, but across the board. This often leads to better performance in e-commerce, since users are reached where their attention is highest.

Avoiding Advertising Blindness

Thanks to the variety of formats and placements, Adroll helps us avoid the typical ad blindness that often occurs with standard banners on the Google Network. We combine traditional display banners with native ads and video ads. This increases the click-through rate (CTR) and ensures a healthy mix in your digital presence. We achieve impressive results, especially when we incorporate UGC content into the creatives.

This infographic walks you through the process of setting up a Google Ads campaign—from keyword selection and audience targeting to ongoing optimization.

Push notifications have the highest open rates in digital marketing—this infographic outlines strategy, personalization, and performance measurement.

What Happens After a Click on an AdRoll Ad? Strategic Funnel Design

Buying traffic is the first step; converting it is the crucial one. A click on an AdRoll ad must lead to a highly optimized landing page that immediately delivers on the ad’s promise. As a full-service agency, we don’t view AdRoll as an isolated channel, but rather as part of a holistic email funnel.

Newsletter and Reactivation

As soon as a user lands on your site via Adroll, our goal is lead capture. Through a smart opt-in for your newsletter marketing, we turn that one-time click into a lasting customer relationship. In addition, we use web push notifications to reach users even when they aren’t reading emails or scrolling through social media.

Remarketing: Sealing the Deal

At the heart of every Adroll campaign is professional remarketing. We segment visitors based on their behavior: Who only viewed the homepage? Who added items to their shopping cart? Who has already made a purchase? Each segment receives a personalized message. Those who abandoned their shopping cart are shown a dynamic banner via Adroll featuring exactly the products they left behind—often combined with a small incentive.

• Personalized messaging for each stage of the funnel
• Automated Shopping Cart Reminders
• Cross-Selling to Existing Customers
• Brand Awareness Through Consistent Visibility
• Real-time customization of advertising materials

AdRoll in the Cross-Channel Mix: Social & Search

Today’s shoppers use multiple devices and platforms. They might see a story on Instagram, search for it later on Google, and read an article on a news site in the evening. Adroll connects these worlds. We sync your TikTok Ads or YouTube campaigns with Adroll’s display network. This creates a seamless customer journey that gently guides the user toward making a purchase.

Understanding Attribution Models

One of Adroll’s biggest advantages is its detailed reporting. We can see exactly what percentage of the final purchase was attributed to display ads, even if the user ultimately arrived via a direct search. This helps us calculate the “true value” of your ad spend (ROAS) and shift budgets from inefficient channels to high-performing ones.

Step 1: Collect emails

Step 2: Use Emails for Remarketing

Pricing and Costs at Adroll

AdRoll’s pricing structure is flexible and tailored to your budget. You typically pay based on the CPM model (cost per 1,000 impressions) or the CPC model. Since Adroll uses real-time bidding strategies, the system constantly optimizes to secure the lowest price for the best placement. As your agency, we manage these processes to ensure that your budget isn’t wasted on “blind traffic” but instead generates actual sales.

Efficiency Through Automation

By using AI marketing features within Adroll, bids and creatives are automatically adjusted. The system learns which banner design works best for which target audience. This saves time and significantly optimizes the performance of your Facebook Ads campaigns.

• No fixed minimum budgets
• Transparent billing based on service
• Scalability from local to global
• A/B testing of banners included

As always, here’s a quick look at our price comparison:

Prices: Advertising rates on Bing Ads?

Bing is an unbeatable champion, especially in the B2B sector, since Microsoft Edge and Bing Search come pre-installed as the default on millions of office computers. If you’re not present here, you’re handing the field over to the competition without a fight. With our expertise as an SEA agency, we’ll help you establish Microsoft Advertising not just as a supplement, but as a true performance driver. Use our cost calculator for Google, Bing, and others to get a sense of the potential upfront.

Google Ads

High reach, CPC is usually higher (approx. €1–3 depending on the industry)

Bing Ads

Smaller reach; CPC is often 30–50% cheaper than Google

Amazon Ads

Users close to making a purchase; CPC often €0.30–1.50

AdRoll Ads

– Retargeting-based; costs are typically calculated on a CPM or CPA basis

AdRoll as a Reach Booster

If you rely solely on Google, you’re missing out on potential. Adroll is the perfect complement to fill the “gaps” online and make your brand visible wherever your customers are. It’s the bridge between high-interest search and emotional social media consumption. Combined with expert Instagram consulting and technical funnel know-how, Adroll gives you an unfair advantage over your competition.

Your AdRoll Agency & Contact Information

Why choose Social Media One as your partner for your Adroll campaigns? As a specialized marketing and advertising agency, we’re always at the cutting edge thanks to our extensive portfolio of case studies and our own brands, which have reached the tens of millions. We know exactly which psychological triggers must work in display ads to drive clicks. An agency saves you a massive amount of time on technical integration (pixel setup) and creative design. We ensure that your brand isn’t just seen—it sells. Ready for maximum reach beyond Google? Let’s take your retargeting to the next level together.

• Contact Us Directly
• Create Video Content for Adroll Ads
• Book a Keynote on Digital Advertising Trends

Our goal: Facebook marketing through ads

In Berlin, Cologne, Düsseldorf, Munich and Hamburg and all over Germany, social ads (mostly via Facebook [there also Instagram / Whatsapp]) are among the marketing tools for building reach, with A-priority. You shouldn’t run ads without Facebook Pixel. You can refine, control and improve ads.

Here’s a quick summary of what you’ll learn in these articles:

1. Create and install pixels
2. Create Custom Audience
3. Optimize ads

Before we get deep into ads on Facebook, here’s a simple example of a single, small campaign in PowerEditor.

Best Practice: Simple Facebook Campaign

Here is a small example of a simple Facebook Ads without complex extras. Reached 8,758 people, with 109 sales and a spent budget of 59.09 euros. Achieved were 490.27 euros profit. here in the example 2 campaigns were tested against each other.

Key figures:

• 59,09 Euro Cost
• 8,758 people reached
• 109 contracts at 19.90 euros (gross) / 18.59 euros (net); margin 5.04 euros (net)
• 549,36 Euro Profit
• 490,27 Euro net profit (excl. expenses for Facebook Ad)

We’I’ll look at everything step by step and you’ll learn how to create campaigns. After you understand all the basics about Facebook Pixel and ads, we’I’ll also show you how campaigns are structured. So that your Facebook ads are good and cheap.

Here is a small example! At the end of the article you will understand exactly how such a campaign works.

Infographic: Facebook Strategy 2020 – Example Customer Journey

What is the Facebook Pixel? Definition and possibilities

The Facebook Pixel is a small code that you insert into your website or online shop. The pixel collects data from your visitors and allows you to track and evaluate certain goals, such as the sale of a product or the subscription to the newsletter.

The pixel helps you to optimize your Facebook ads, you can create your own target groups for your ads (Target Audience) and target visitors who have visited your website or online shop (Remarketing). This way, visitors who have already interacted with your offer can continue to be served ads. This works by placing the code snippet and using cookies to automatically recognize users.

• Code snippet to insert into website and online shop
• Conversion tracking – capture, evaluate and use targets
• Optimize your ads
• Create target groups (Target Audience)
• Remarketing – Displaying suitable ads to website and online shop visitors

Basically there are two types of pixel, Facebook’s ‘Conversion Pixel’ and the ‘Custom Audience Pixel’. More about that later!

At the end of the article you can:

1. Create Pixel
2. Install Pixel
3. Create event
4. Track and analyze conversions (screenshot)

What can the pixel do?

The pixel provides you with a lot of important information to create better ads and it allows you to target ads even better to people.

This will improve your conversion rate (e.g. sales or newsletter opt-ins) and give you a more effective ROI.

When do I install the Pixel?

Even if you don’t run Facebook Ads yet, you should integrate the pixel directly, so you collect relevant data as quickly as possible. This way you can use the first data directly when you start your first Facebook campaign.

• Integration of the Facebook Pixel immediately (collect data)
• Data basis (target group) available at the start of the project

Conversion tracking

Your Facebook Pixel allows you to document the interaction of your visitors after they have seen your Facebook ad. But you can’t just track users on one device, the pixel works across devices, regardless of the user’s device. For example, you can see users who viewed your ad on their smartphone but later made the purchase at home on their desktop PC. This allows you to further optimize and improve your ads.

Your ROI also benefits from optimization.

• Conversion tracking tracks user interaction after viewing your Facebook Ad
• Ways and behaviors help optimize ads

Retargeting

Your goal: Turn “warm audiences” into customers as cheaply as possible. The so-called “warm audience” are people who have visited your website. The data can also come from your email or customer list or include people who have interacted with your Facebook page (e.g. watched a video):

• Website visitors
• E-mail or customer list
• Anyone who interacts with your Facebook Page

With retargeting, you reach users who have already visited your website or online shop. Through Facebook ‘Retargeting Pixel Data and Dynamic Ads’ you can create very individual ads. For example, you can show users exactly the product they have looked at in your shop. You can also explicitly show products from your own “Wish List” or from the “Bookmark” list.

• Display ads specifically to visitors of your own online offer (website, online shop, etc.)
• Individual offers for single pages, landing pages and products

Create Lookalike Audience

In Facebook Ads Manager, you can use the data to build a ‘Lookalike Audience’. It contains Facebook users with similar interests, likes and demographics to your website’s target audience. This way you can expand your potential reach to relevant people.

• Find people with similar interests and demographic characteristics
• Increase the potential reach among relevant people

Optimization after conversion

You can use the data collected from your tracking pixel to further optimize your ads through certain ‘events’.

Without the tracking pixel, you can only optimize based on clicks. With the pixel (and the data generated from it) you can track your goals even more precisely. For example, a specific event could be a product sale or even the registration in the newsletter.

• Tracking pixel for further data in user behaviour
• Definition of events (individual actions)

Optimization by value

Facebook collects a lot of relevant data. The information about who buys and especially at what sales, helps you to further optimize your ads. Facebook will automatically improve and target the ads to people who match the price and sales level.

Use Facebook Pixel: Here’s how

With Facebook’s pixel you can track two types of events. The listing is from Hootsuite. Here you can find our software tip: Hootsuite for the pre-planning of postings.

• 17 predefined standard events
• Individually definable events

Standard Events

• Purchase: Someone makes a purchase on your website or in the online shop
• Lead: Someone signs up for your website (newsletter, survey, free PDF, etc.) or otherwise identifies themselves as a lead for you
• Registration (complete): Someone fills out a registration form on your website or registers as a user.
• Added payment information: Someone enters their payment information in the checkout process on your website
• Added to shopping cart: Someone adds a product to their shopping cart
• Added to wish list: Someone adds a product to a wish list
• Checkout: Someone starts thecheckout process to buy something from the online store.
• Search: Someone uses the search function to look for something
• Show content: Someone lands on a specific page of your website
• Contact: Someone contacts your company
• Customize product: Someone selects a specific version of the product, e.g. a specific color
• Donate: Someone donates to your cause
• Find Location: Someone is looking for the physical location of your company
• Schedule: Someone makes an appointment with you or a sales representative
• Trial: Someone signs up for a free trial of your product.
• Application: Someone applies to use a product, service or one of your programs.
• Subscribe: Someone subscribes to a paid product or service

Individualize events

If you still want to pursue specific, individual goals, you can do that through a bit of extra code, called parameters. These parameters allow you to refine the default events, based on:

• How much revenue does a particular conversion event generate?
• Currencies
• Content types or ID
• Shopping cart elements

Dog, cat or mouse? Example:

For example, you can track the visitors of a certain category instead of all visitors. Further down the line, you can separate dog fans from cat fans, for example, depending on which category they were looking at.

To use such custom events, you work with the URL for the ‘Custom Events’, it is based on specific URLs or URL keywords.

You can find out more about ‘Custom Conversions’ on the Facebook Help page.

Create and embed Facebook Pixel

Now that you understand how to work with the Facebook Pixel in tracking, it’s time to create your own Pixel and embed it into your website or online store.

Step 1: Create Pixel

To create a Facebook Pixel, you need to go to your Facebook Ads Manager. There you will find your menu in the top left corner.

Step 2: Select pixel

You now have 3 basic pixels to choose from.

1. Online Events – “Add the Facebook Pixel to your website to enable conversion tracking, improve audience targeting, and maximize your return on advertising spend.”
2. Offline Events – “Miss how your Facebook ads impact your actual results like in-store purchases, bookings, sales leads, etc.”
3. App Events – “Set up, miss and manage actions people can take in your app. Learn more about your app users and see how your apps contribute to conversions.”

Step 3: Connect website with pixel

Choose a name for your pixel and enter the URL of your website or online shop.

Note on the name: Each ad account has only one pixel. So the name should represent the project rather than a specific campaign.

If you need more than one pixel, use Facebook Business Manager. You can find out more here at Facebook: Business Manager.

Step 4: Embed pixels

In the next step you will find two options:

1. Automatic code setup by Facebook
2. Manual setup

Here in the example you can see that our fashion magazine with the URL https://fivmagazine.com uses a WordPress system. Clicking on “Set up partner” starts the automatic integration of the Facebook pixel into your website.

If you choose the manual setup, you place the code on your website by yourself. This gives you the possibility to personalize events and parameters.

Step 5: Integration (Manual)

Click on “Set up manually”, directly after that you will get your individual code snippet, your Facebook Pixel Code. Now copy and paste the code into your website or online shop.

1. Copy the code
2. Insert it on your website (after <head> and before </head>) – Tip: With most content management systems you can insert the code directly globally, e.g. in the “Theme Options”.

Step 6: Automatic data reconciliation

In the next step you can activate the automatic advanced matching.

This is where the information is brought together to link website visitors with people on Facebook. All this with information that your customers have already provided you. This includes, for example, the email address but also the phone number.

This allows you to attribute more conversions to your Facebook ads and reach even more, relevant people through remarketing campaigns.

Step 7: Pixel Integration Test

Now you come to step 3 of the Pixel installation, test your base code. Connect your desired website and run the test.

Facebook now sends you to your website (see URL). Now perform your desired conversion (in our example, the contact).

After you have executed the conversion, your test is confirmed. Your pixel is now tested and active.

Tip: Embed Facebook Pixel in WordPress Theme

Here you can see how you can embed the Facebook Pixel globally in the theme. Almost all themes for WordPress (like Jupiter, X or here in the example Enfold) have “Theme Options”, here you can embed codes. Not only Facebook, but also Google Analytics or Google Adsense.

Conversion Tracking: Set up events

After your Facebook Pixel is active and your website or online shop is linked to Facebook, you can create your own events. Automatically or manually – start now with your first events.

Create events

Even without HTML knowledge, you can directly use the event setup tool to capture your intended or to be analyzed actions that are important for your business. No further code is required for this.

Alternatively, you can add the event code manually.

Add events automatically with Setup Tool (recommended)

With the automatic add you can make your actions directly in the browser. Facebook registers the interaction and sets up everything independently and automatically. The system is very simple and intuitive. After the manual setup, I’ll show you more about setting up events automatically.

Add events manually with code and parameters

Adding the code manually is a bit more demanding, you need some basic HTML knowledge. But even without this, you have the principle quickly out.

First, select an event from the list (see screenshot) to add parameters but also to see code. Then copy the individual event tags and paste them in the header area of your website under </head>.

Tip. Select a business category. Facebook will then give you filtered and matching events directly.

SCREEN

Further: Adding events automatically

If you choose to automatically add your interaction, you can easily pretend to do so in your browser. Facebook registers the clicks and the corresponding elements and saves the action as a single event.

• Purchase of a product in the shop
• Storing products in the shopping cart
• Contact via form
• Uvm.

After selecting “add automatically”, you have to enter the URL of the corresponding website. There you perform exactly the interaction you want to track (like the sale of product XY).

In the next step, your website opens in the new tag, from here you start directly with the interaction that you want to track. In the example, we go to the menu item “Contact” and track the people who contact our project.

By clicking on “Track new button” you can select a page element that will be observed by the pixel.

At the top right of the screen you can directly assign a type of conversion to the specific interaction, here for example appropriately “Contact” from the Standard Events.

Then, the Facebook Pixel in the Ads Manager directly grabs the people (from the entire pool of visitors) who have contacted us.

From this group, you can now create your own target group, for campaigns.

Facebook Analytics

Congratulations! You’ve created and embedded your first custom pixel. You’ve also created your first Facebook Event, which you can now use to create an even more selective audience.

Even better, the pixel records all users on your website from now on. If they are also logged into Facebook (Instagram, Whatsapp, etc.), they are registered and stored. This will soon result in a large treasure trove of data for you with information about your visitors.

Events and Custom Conversion

If you want to add your code manually, you have a lot of freedom. First, however, it is important to track events.

<script>
fbq('track', 'ViewContent');
</script>

Replace the content between <script> and </script>.

<script>
INSERT HERE
</script>

Specifications for Standard Events

Events are individual interactions on your website and in the online shop. With the help of Facebook’s predefined standard events, you can capture conversions (such as sales) and then optimize conversions and build target groups.

You can also find all available codes for Standard Events on Facebook.

For a full list of standard events and the parameters that support them, visit Facebook for Developers.

• Website Action – Standard Event Code
• Add payment info – fbq(‘track’, ‘AddPaymentInfo’);
• Add to Cart – fbq(‘track’, ‘AddToCart’);
• Add to Wishlist – fbq(‘track’, ‘AddToWishlist’);
• Complete Registration – fbq(‘track’, ‘CompleteRegistration’);
• Contact – fbq(‘track’, ‘Contact’);
• Customize Product – fbq(‘track’, ‘CustomizeProduct’);
• Donate – fbq(‘track’, ‘Donate’);
• Find Location – fbq(‘track’, ‘FindLocation’);
• Start checkout process – fbq(‘track’, ‘InitiateCheckout’);
• Lead – fbq(‘track’, ‘Lead’);
• Purchase – fbq(‘track’, ‘Purchase’, {value: 0.00, currency: ‘USD’});
• Schedule an appointment – fbq(‘track’, ‘Schedule’);
• Search – fbq(‘track’, ‘Search’);
• Use trial – fbq(‘track’, ‘StartTrial’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
• Submit Application – fbq(‘track’, ‘SubmitApplication’);
• Subscribe – fbq(‘track’, ‘Subscribe’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
• View Content – fbq(‘track’, ‘ViewContent’);

Event and parameters

Let’s look at the shopping cart as an example, your visitor adds one or more products and clicks on the “Shopping Cart” button.

<script>
fbq('track', 'AddToCart');
</script>

You can add the following parameters to get more information (not necessary):

• Content_ids
• Content_name
• Content_type
• Contents
• Currency
• Value

For Dynamic Ads you need the following parameters (required):

• Content_ids
• Content_type
• And contents

Promoted Object Value:

• ADD_TO_CART

Facebook Marketing Plan

The next step is to define your own Facebook marketing plan.

Step 1: Target group and goals

• How old is your target audience?
• What jobs does your target group do?
• What are their daily challenges and needs in everyday life?
• When and how / why do they use Facebook?

Knowing your Facebook demographics will help you realistically assess your potential. You can find two regularly updated sources here.

• Facebook Demographics – Sprout Social
• Facebook Demographics – Omnicore

Important here are, for example, values on age, profession, income, and much more. But first of all, the usage is central: Who uses Facebook? Here are statistical figures from 2018 on the distribution of age groups on Facebook and Instagram:

Facebook: Age and usage

• 51% of 13-17 year olds use Facebook
• 81% of 18-29 year olds use Facebook
• 78% of 30-49 year olds use Facebook
• 65% of 50-64 year olds use Facebook
• 41% of the over 65+ age group use Facebook

With the Facebook Ad Manager, you not only have the option to run Facebook ads, but also Instagram ads can be managed via the tool.

Instagram: Age and usage

• 72% of 13-17 year olds use Instagram
• 64% of 18-29 year olds use Instagram
• 40% of 30-49 year olds use Instagram
• 21% of 50-64 year olds use Instagram
• 10% of over 65+ year olds use Instagram

Next, it’s worth taking a first look at Facebook Audience Insights. This tool gives you access to a lot of interesting information about your target audience. Information such as age, relationship status, gender, education, location and language. The Audience Insights also accesses the purchases already made by the users.

Set goals

Your goals are to generate the most success possible through social media activities. That means not just ‘collecting likes’. It’s about leads, which means interactions like sales and registrations.

A good method to define goals as precisely as possible is the SMART method. As a professional trainer I heard about the method for the first time, but it has also proven itself in social media marketing to create measurable and clear goals.

SMART is made up of 5 elements:

• S for Specific – A goal should be as specific and concrete as possible. Example: “Our community grows to 1,200 fans by Q2, our group grows to 300 members” instead of “community building”.
• M for measurable – Quantitative (i.e. measurable) key figures are important here: A quantity, a timing, or some other measurable criterion. Unfavourable formulations are, for example, “low costs are important”, “more communication” or goals such as “expansion of market share”. These phrases lack a concrete and measurable criterion. Example: “Social media budget limit for Q1 and Q2 must be limited to 20,000 euros” instead of “low costs”.
• A for Accepted – Goals that are considered unacceptable by the customer ultimately have little chance of success. Example: “Bright colors, many effects and large font on the preview images” may meet with skepticism and rejection from the customer, in contrast to “contemporary design of the preview images with activating elements”.
• R for Realistic – Acceptance is often closely linked to feasibility. This means that realistic goals are more easily accepted and motivate customers and teams much more than those that are already seen as unrealistic in advance. Example: “15 Facebook postings (photos) per month, with regular publication” instead of “postings every day on all networks”.
• T for Terminable – The naming of a time is simple but central and essential. Of course, only with terminable goals, such as “Completion of the fan page by March 01″ instead of “Completion of the fan page as soon as possible”.

Content mix

You may have heard of the famous Pareto Principle, the famous 80-to-20 rule. The Pareto principle (also called the Pareto effect or the 80-20 rule) states that 80% of the results are achieved with 20% of the total effort.

It is also used in social media marketing – slightly modified. Here the golden rule is: 80% of your content should inform, entertain, educate and 20% you should use for advertising.

In the content mix, it is always advisable to include third-party content. That means posts, photos and videos from other channels.

Competitor ads

You spy on your competitors’ ads? You can do that? Yes! There is a little trick for that. Here you can see, for example, which changes have been made (e.g. name, cover image) but also – and much more exciting – which ads are currently running!

Why does Facebook show the ads? This is all about transparency. This is how you find the ads of the competition:

1. Go to the fan page of the competitor (desktop)
2. In the menu you will find “Site Info & Advertising”, here you will find all advertisements

Tip. You see the text “Offers and prices in these ads may not apply to you.” – this is about remarketing. Scroll down and you’ll see the active ads.

Define target groups

There are three different types of target groups:

1. Customer audience
2. Lookalike audience
3. Saved target groups

Saved target groups

Why do you create target groups? For future ads you have to (can) permanently define target groups. With your own, previously saved target groups, you can quickly and easily access your predefined target groups.

Create predefined target group

This is about refining your audiences (Lookalike Audience and Custom Audience [e.g. people who have interacted with your site]) and predefined audiences that you can reuse at any time.

You can create target groups directly during the campaign or in your “Object library” in the upper left corner by clicking on the button “Create target group”, then in the dropdown menu “Saved target group”.

1. “Open “Object library
2. Click on the button “Create target group” in the upper left corner
3. Click on “Saved target group” in the dropdown menu

Once you create your audience, you have the option to refine the Custom Audience or Lookalike Audience.

Example: You take the lookalikes of your customers and refine them through language. This way you reach relevant people with a certain language with an ad.

Accordingly, you can also exclude groups. For example, customers that you do not want to reach a second time with the same offer. Of course, you need to have created a custom audience of people who have already bought the product.

Geo-targeting

We have already reported on geo-targeting more often. If you are planning an event or a trade show appearance soon, you can of course also define the target group by location. Select “People who have recently been to this location” as the location. You then select the corresponding city as the location.

This way you reach people who are on site at the time.

You can even select specific locations or places and go down to 1 kilometer range. Tip. Select “People who live in this location” if you want to reach regional customers for stores. If you already have multiple stores, you can also select and combine multiple locations.

Define target groups

Starting tomorrow!

We also have a separate, large chapter on this in the article.

In short, target group definition is about filtering and excluding characteristics (demographics, interests, or behaviors).

But here you can also exclude people “who like your page”. But you can especially go to new people in the address, “friends of people who like your page”.

A tip in advance, when naming target groups you should proceed in a structured way like: “DE + 18-30 + restaurant specialist | YT video”.

Done! Your target group is created.

Customer audience

Your first customer audience is quickly created. Once your pixel is installed, you can create an ad based on your website traffic.

Example:

1. In the first step you select people who have added something to the cart – “AddToCart” event.
2. In the second step, specify that, for example, customers who have already purchased are excluded – “Purchase” Event

The highlight: This way you have a customer audience with people who have added a product to their shopping cart but have not purchased it.

Now you can place ads that for example give an extra discount “-30%” or even “free shipping”.

Lookalike audience

What is the Lookalike Audience and how do you create this specific audience? The Lookalike Audience is a powerful tool that allows you to easily reach a larger, more relevant audience.

What is the Lookalike Audience?

The Lookalike Audience is created based on a core target group. For example, the core target group consists of people who have bought something in your online shop. We or Facebook group all of these people together. The next step is to collect commonalities. For example, a large part has the interest “pop music of the 90s” or “Mercedes”. A large part is perhaps between 35-42 years.

The highlight of the Lookalike Audience is a 1% match with the total, German Facebook users.

Your Lookalike Audience consists of 1% of the German Facebook users who are most similar to your core target group. You can now advertise perfectly to these people, as they are more likely to lead to a conversion.

A good core audience is former buyers, users who have signed up for newsletters, etc.

How do I create the customer audience?

How do I create the customer audience? Here’s how:

• Go to your “Ads Manager”
• Go to “Target groups” – if you don’t see “Target groups” directly, go to “All tools”.
• Find a good base audience (ideally a custom audience, like people who have interacted with your Facebook page).

Now we create the lookalike based on existing target audience:

• Select the desired base target group
• Click on the button “Actions” – here you can directly create the Lookalike Audience
• Click on “Lookalike Audience” in the dropdown menu – The Lookalike Audience will be created automatically.
• Still choose the place – for example Germany
• Target group size – Variable from 1-10% of the country
• Set the “number of target groups” high, so lookalikes with different % values are created.

Experiment and see what works best for you and your goals. How do you refine the Lookalike Audience? Segment even more by data like age, so your group becomes even smaller.

Define target groups

Starting tomorrow!

In short, target group definition is about filtering and excluding characteristics. These are:

1. Demographics
2. Interests
3. Behavior

Remarketing

The nuts and bolts of remarketing are your customer audiences.

• Facebook Pixel must be installed
• Pay attention to data protection with remarketing campaigns on Facebook
• Switch to “Target groups
• “Create Target Audience”
• Pop Up Opens “Create a Custom Audience” and Save

Now you can “create an ad”. When you do that, you’ll go back to the Ads Manager.

• Select target (e.g. conversion)
• Custom Audience is automatically implemented
• Now you can further segment, for example, by gender. Address possible like: “You have visited us, now -50% for women!”. But also interests (also parents who have become), etc. are possible.

Tip. You should also create a customer audience with users who have already made a conversion. This group will then be excluded, e.g. “People who have already bought” (name of the customer audience).

As I said, the nuts and bolts of remarketing are your customer audiences.

Create a Customer Audience with 30 days, one with 60 days. Then create an ad for the users who were on your site 60 days ago and exclude the ones who were on your site in the last 30 days. Experiment and play around.

Retargeting Ad Strategy

Again as a reminder, when we talk about retargeting, we’re talking about:

• Your website visitors
• Your email or customer list
• Anyone who interacts with your Facebook Page / content

Infographic: Retargeting

This is what an exemplary campaign looks like. At all points, we bring back people who have dropped out along the way for a variety of reasons.

Infographic: Facebook Strategy 2020 – Example Customer Journey

Your goal is clear: Every time someone opens the Facebook newsfeed, your content is visible. That’s how you build awareness.

Example: For gyms, it takes motivation. Those who watch a video on Facebook (over 50%) and have not yet signed up or registered, you send them a daily reminder in the form of ads.

Infographic: Facebook Strategy 2020 – Favorable with Retargeting Audience

Interaction on your own website

Facebook comments make homepages, blogs and online shops much more lively. Users are no longer forced to enter their data or register. By placing or exchanging the WordPress comments with the Facebook code, the interaction, the user retention and also the visit times of your website, blog or shop increases. For the embedding there are of course WordPress plugins. With a little copy & paste you can also do everything yourself. Today not with video tutorial, but quite classic with screenshots, because it is really fast, even without advertising agency.

• Continue reading Facebook Comments for WordPress – App creation, code integration and moderation here.

Questions and answers

As a Facebook agency, many questions reach us weekly! From very simple ones like “What is a Facebook Ad?” to “How much does an ad cost on Facebook?” Here we have the most important answers to the most important questions of our community.

Soon we will answer more specific questions here!

• How many customer audiences make sense?
• Which customer audiences are standard?
• How complex should a campaign be / overall. Better few, good ads or many tests

What is a Facebook Ad?

Facebook Ads are advertisements that are played within Facebook and its subsidiaries like Instagram and Whatsapp.

How can I turn off advertising on Facebook?

You can place ads on Facebook using the Ads Manager.

How much does advertising on Facebook and Instagram cost?

On social networks, you always pay for reach. This means that the more people see your post, the more expensive it will be. The more specific your target group is, the less wastage you have. That’s why it’s so important to constantly optimize your ads.

In particular, the Facebook Pixel helps improve ads to minimize costs.

How do I block ads on my phone?

You can’t block ads within the Facebook app. However, you can use adblockers for the browser on your PC.

How do I delete my Facebook account from my mobile phone?

For those who are tired of Facebook, the question is, how do I get rid of Facebook? This is how you delete your account permanently:

1. Click on the menu in the upper right corner (works from any Facebook page)
2. Click on settings and then in the left column on “Information”.
3. Click on “Deactivation and deletion”.
4. Select “Delete account” and then click “Continue and delete account”.

After that you have to wait 14 days until your account is finally deleted. During this time you can reactivate it when you log in. If you do not log in for more than 14 days, your account will be permanently deleted.

For more information on deactivating and deleting your Facebook account, visit Facebook.

Tip. Our Facebook agency

New! Native Ads: Referral Marketing

Native ads (also called native display ads) refer to all paid advertising formats that are discreetly labeled as ads. So, simply put, native advertising is advertising that doesn’t look like advertising. Native Ads offer small disadvantages, but mostly advantages. Did you know. According to a whitepaper by AppNexus, the CTR of native display ads is 8.8 times higher on average. According to Forbes, Native Ads increase purchase intent by a whopping 18%. We also always measure a higher CTR in our client projects. What does this have to do with? Personalization of content, storytelling and more discreet communication channels: referral marketing. Why Native Advertising? What is native advertising? What is native advertising?

• Native ads