Tracking web visitors and learning more about what they are searching for in order to retarget them later with practice information and procedures is crucial for growing a business. As few as only 2% of total web visits result in a sale or appointment.
To increase conversion at a web point, smart pixels are an effective marketing tactic that allows practices to customize messaging to match a search query.
What is a pixel?
A marketing pixel is a block of code placed on your website that tracks visitor interactions and conversions – enabling you to follow-up with people who visit a specific page of your site, whether they got there organically or via your practice’s other marketing initiatives. A pixel may be just a small line of code embedded on your website, but it represents a huge opportunity for your business.
Why do you need it?
Learning about your prospects can support your digital advertising and help you focus on specific data that can be included in ads to attract the right patient. What will you take away from placing a pixel? Two important factors to help you reach your advertising goals: conversion tracking and retargeting.
Once you identify what events or actions on your website constitute possible conversions, you can set a pixel up to fire, or activate, when visitors convert. For example, when patients book an appointment, search for locations, or request information.
You also have the opportunity to place pixels on pages that speak to a particular product or interest. This helps you create retargeting lists (audience segments that are based on who landed on which page) that you can use to deliver personalized messaging and creative.
How to use marketing pixels to target patient website visitors
There are 3 ways to target patient website visitors with pixels:
- Enhance campaign optimization – Pixels give you visibility into what’s working and what isn’t – so you can do more of what works best, and continue to optimize for conversion.
- Capture patient behaviors – If someone clicks on your ad, you can see where they go next (possibly to research your practice or a particular service you offer).
- Maximize your media spend – Pixels analyze the impact of your media so you can put your money where it matters.
How to create Pixels
It is important to note, there are different pixels for different advertising platforms. To get started, you need to have an account with the advertising platform you’re using like Google Ads, Facebook Ads Manager, etc. or follow the steps to create a pixel.
Log in to Facebook:
- Log in to your Facebook ads account.
- Go to the Pixel tab in Events Manager.
- Select Create a Pixel.
- Choose a Pixel name.
- Add the website URL to begin set up on the website.
- Click on the Pixel tab in Event Manager again.
- Select Set up Pixel.
- Choose to Manually add pixel code to website.
- Copy the pixel base code.
- Find or locate your website header in the CMS or website backend.
- Look for the closing head tag and paste the code above it.
- Click Create in the box that appears to finish creating your pixel.
Go to Google Ads:
- Log in to your Google Ads account.
- Go to the Tools setting.
- Select Measurement.
- Click Conversions.
- Click the plus button.
- Select Website.
- Add the website name next to Conversion name, e.g.: website conversions.
- Add a description where it says Category.
- Choose a Value that each conversion is worth to your practice to help you track leads.
- Next to Count, click either One or Every, the first is best for leads and the second is for sales.
- Click on the Conversion window to set up a tracking time period.
- Click Create and then add the Global site tag and Event snippet tag to your site.
Need help using marketing pixels?
Contact the dental remarketing experts at Conversion Whale.