Wringing every last dollar, impression and conversion from a marketing campaign is essential to success.

Nurturing warm audiences who are already familiar with your property can have a positive impact on campaign effectiveness. Database and on-property marketing are both effective methods to talk to those who are already listening.

Another method is retargeting. Retargeting, also known as remarketing, is a form of online advertising that keeps your brand in front of site visitors after they leave your website. Retargeting ads are 76 percent more likely to be clicked on over a traditional ad.

Facebook’s Pixel, a free snippet of HTML code that is invisible to users and records their activity while on your site, provides the ability to retarget advertising to your website traffic when they use Facebook or Instagram. With more than 2.2 billion global active users spending an average of 20 plus minutes a day, retargeting ads on Facebook gives you the ability to craft and deliver creative campaigns where people are most spending their time. When users take specific actions, like making purchases or visiting a particular page on your site, the activity goes back to Facebook where it’s used to develop an ad targeting audience or to optimize ad delivery by prioritizing impressions to those most likely to convert.

For a digital marketing tool that takes just a few minutes to create and implement, Facebook’s Pixel packs a hefty punch by providing insightful information that is a powerful addition to any Facebook advertising campaign. A few of the benefits include:

  • Gaining more insight into your audience by matching website activity with Facebook demographic information;
  • Optimizing ad delivery to people who are likely to take action; and
  • Compatibility with all Facebook and Instagram creative options such as static images, videos, carousel ads and slideshows.

To begin retargeting on Facebook, a pixel must first be created and installed. There are three types of Facebook Pixels that can generate varying degrees of data based on how each tag is configured. The rudimentary Base Tag can be used to simply record website visitors. The Standard Event Tag offers the ability to track nine unique, but pre-defined, on-page events like completing a form or making a purchase. The Custom Event Tag allows developers to explore events not covered by the Standard Events Tag, like visiting a specific URL and can also be configured to attribute a monetary value to a conversion.

Now that you know what a Facebook Pixel is, the benefits and the types of information that can be generated, let’s explore different ways to record and activate the data that are typical for a casino.

Build a basic audience: The simplest way to get an understanding of the Facebook Pixel is to install the Base Tag and start building an audience of website visitors. One use of this audience is to construct a campaign with an objective of generating more page likes. Just make sure to exclude people who already like your page.

Overcome objections: A common complaint we see on casino social media accounts is that no one ever wins at the property. One way to overcome this misperception is to run a campaign featuring a Facebook Carousel ad featuring recent winners, the dates they won and how much they won.

Remind them of what they saw: Utilizing the Custom Conversion Tag, you can build an audience of visitors who view a specific page. Design a campaign targeting people who have seen the property’s promotions page that is optimized for video views of a short clip about this month’s promotion.

Recapture the purchase: People who add an item to a shopping cart and then navigate away before purchase are an ideal audience for retargeting. Targeting this audience with a time-sensitive campaign with added value like free drinks in the lobby bar or an extra 5 percent discount can be enough to close the deal.

The more your property understands the wants, needs and behaviors of players, the more relevant advertising you can present. Working with warm audiences by delivering messages that are more relevant to their behavior generates a higher conversion rate. Facebook’s Pixel is the key to unlocking the potential of your property’s web traffic through social media advertising.