Intro
In this handbook, I'll guide you through a detailed process to market your restaurant effectively. Our approach has helped numerous restaurant owners boost their online orders by an average of 270% in just 90 days.
Who Should Read This?
This guide is written specifically for restaurant owners and managers who are looking for a tangible, proven process to grow revenue and increase net profit at an existing restaurant.
You'll discover:
- Ways to increase revenue from your existing customer base
- Strategies to attract new customers
- Essential tools for successful restaurant marketing
Whether you're a restaurant owner or manager seeking concrete methods to grow revenue and enhance net profit, this guide is tailored for you. Developed by experienced professionals in the restaurant industry and refined through extensive collaboration with thousands of restaurant partners, these marketing techniques have been proven effective. Our team's dedication, persistence, and willingness to innovate during challenging times have led to the creation of this impactful restaurant marketing process at Growth Hacker Genius.
Restaurant Marketing Plan Overview
Restaurant marketing can be divided into two main goals:
- Increase revenue from existing customers.
- Attract new customers.
Achieving growth relies on both aspects. It's essential to consistently expose your restaurant brand to new customers while also cultivating repeat business from existing ones.
For established restaurants, encouraging repeat visits and higher spending from current customers is the simpler part of the marketing strategy. It's quicker, easier, and more direct compared to acquiring new customers.
By implementing the re-engagement strategies outlined in this
guide, you can expect a significant increase in revenue over the next 3-6 months, along with higher per-customer earnings as long as your restaurant remains operational.
On the other hand, attracting new customers is a more challenging endeavor. It demands hard work, patience, and creativity. However, it's the only sustainable approach to achieve consistent monthly growth of 3-4% and outpace inflation while competitors struggle to keep up.
In this guide, I'll demonstrate how we assist our restaurant partners in achieving both short-term revenue spikes through customer re-engagement marketing and long-term sustainable growth through attracting new customers.
Let's begin with the easier part:
Part A: Turn Customers into Regulars
The initial focus for growth should always be on your existing customer base.
They're familiar with your brand, they appreciate your offerings, and they're already contributing to your revenue.
Being deliberate in how you market your restaurant to them is the quickest, simplest, and most effective way to boost your profits.
Below, I'll outline the customer marketing process that new Growth Hacker Genius partners undergo, resulting in an average growth of 50% within 90 days.
1. Leverage Your Customer Database
The foundation of our marketing strategy is data.
To begin our marketing journey, the initial step is to identify and retrieve your customer database.
For the majority of restaurants, this data can be accessed directly through your POS system (such as Clover, Square, Toast, etc.). Simply click the "Export" button to obtain a file containing your customer data.
Our ultimate objective is to expand this list as much as possible.
Email and text marketing yield remarkable results for restaurants, so the larger your lists, the more revenue you can generate each month.
Once you have compiled your list of customers, the next step is to initiate an initial email blast.
This first email aims to rekindle engagement with your customers, encourage them to utilize your direct-order system and inspire them to place a new order.
If you're using Growth Hacker Genius, this process is automated as part of our onboarding procedure. Below is an example of the initial email we dispatch to your customer list:
In crafting this email, there are several key elements to include:
- Express gratitude to your customer for their loyalty and patronage.
- Inform them about the option to now order directly from your restaurant.
- Offer an incentive for choosing to order directly.
- Include a clickable link that allows recipients to place an order directly from your restaurant.
If you don’t use Growth Hacker Genius, then you will need an email service provider. Here are some cheap email service providers:-
To execute this, simply upload your email list into the software and configure a broadcast email to be sent to your list. While the specifics may vary depending on the software you use, it's generally a straightforward process to grasp. Additionally, all the options mentioned above offer excellent customer support should you require assistance.
Following this, proceed to send out a text blast.
If you're using Growth Hacker Genius, this step occurs automatically. Below is an example of the initial text blast:
Note the inclusion of similar core content in both the email and text blasts:
- Clearly identify the sender.
- Inform recipients about the option to order directly from your restaurant.
- Offer an incentive for choosing direct ordering.
- Include a clickable link for immediate ordering.
If you're not using Growth Hacker Genius, you can still send out a text blast using one of the following software suites:
A few days after the initial email blast, it's beneficial to follow up with a second email that elucidates the reasons why customers should opt for your direct ordering system.
This email serves to educate customers on the detrimental impact of using third-party apps on your business. More importantly, it outlines the myriad benefits they will personally enjoy when they choose to order through your direct-order system instead of relying on a third-party app.
I emphasize "more importantly" here because human behavior shows that personal incentives often drive action more effectively than altruistic motives. It's not pessimism, just a reflection of reality.
While some patrons may go the extra mile to support your business out of goodwill, the majority are motivated by personal incentives.
That's why it's crucial to prominently highlight to customers that ordering directly through your website offers:
- Faster delivery
- Lower prices
- Loyalty points
- Special offers
...in addition to the benefit of supporting your business directly.
This approach allows customers to personally benefit while also feeling generous, creating a win-win situation.
While it may seem like a significant effort to reach out to customers twice, it's essential to understand that this is just the initial step in an ongoing system of re-engagement that we aim to establish.
2. Build a Strategic Restaurant Loyalty Program
Even if you already have a loyalty program in place, it's crucial not to overlook this section.
Assisting our restaurant partners in building a strategic and intentional loyalty program, supported by technology with automated offers and updates, is the primary reason our partners experience an average growth of 50% in their first 90 days with us.
Many loyalty programs fail due to common mistakes such as:
- Weak incentives to join.
- Unappealing in-program rewards.
- Lack of communication regarding progress towards rewards.
- Infrequent engagement with new offers.
Fortunately, these issues are easily rectifiable.
Here's how we structure loyalty programs for our restaurant partners:
- Offer a 15% discount coupon to incentivize joining.
- Provide monthly member-exclusive coupons.
- Implement a point system with enticing rewards.
- Automatically update points and prompt customers via email and during checkout.
Don't worry—I'll break down each step for you.
To begin, we offer a 15% discount coupon as an incentive to join the loyalty program. Here's an example from Fresh on Sunset.
After years of experimentation with various offers, we've found that this particular offer is consistently the most effective across different types of restaurants, locations, and cuisines.
Why does it work so well? Honestly, I'm not entirely sure. It's simple, easy for customers to understand, and provides immediate value regardless of their order preferences.
In essence, it just works.
In addition to offering a coupon upon joining, it's essential to provide a new coupon every month for members who remain in the loyalty program. This simply involves sending out the coupon to your subscriber list once a month, and everyone who hasn't unsubscribed will receive it.
I recommend using the same coupon you offer at signup for this monthly offer. For instance, if you provide a "15% OFF your order" coupon to join the loyalty program, you would then send out a new 15% OFF coupon to subscribers each month.
As you'll discover in this guide, members/subscribers will receive new emails from you at least once a week. Therefore, it's crucial to ensure that the inbox traffic is worthwhile by consistently offering them a simple, monthly reward.
Next, we implement a point system with enticing rewards.
When I mention "appealing rewards," I'm referring to something that customers perceive as valuable. Offering a free menu item works exceptionally well in this context.
However, it's important to consider your costs, both in terms of food and labor, when designing the rewards program. We aim to provide rewards that cost very little and are quick and easy for your kitchen staff to prepare, such as these loaded nachos from Talkin’ Tacos.
The most effective items to give away in loyalty programs typically include appetizers, beverages, and desserts, such as:
- Dishes containing onions
- Specialty dips like queso
- Chips, nachos, or fries
- Large-batch baked goods
- Spring rolls or potstickers
Bonus points if the rewards items complement your bestsellers and high-margin entrées.
As mentioned earlier, these rewards are distributed through a point system.
A point system is effective for the same reasons a 15% coupon works well: it's simple, offers straightforward value, and is easy for customers to grasp.
However, simplicity doesn't equate to leaving customers to keep track of their points or understand how to redeem them on their own.
This is where many restaurants fall short.
A successful loyalty program consistently guides customers and reminds them of their progress toward rewards.
We achieve this in several ways.
Firstly, we send two immediate emails to new loyalty program members.
The first email welcomes them to the loyalty program and provides a summary of the benefits, such as discounts, expedited delivery, and rewards points.
The second email rewards them with 20 free loyalty points, explains how loyalty points work, and prompts the member to place a new order.
Moreover, whenever a member places an order, they receive an email and a text message informing them of the number of points they've earned and how many points they need to reach a free item.
Here's an example of one of these emails:
These updates serve to keep the progression towards rewards at the forefront of customers' minds. By receiving regular notifications, customers maintain a tangible sense of their progress and how close they are to enjoying their rewards.
Now that we've addressed the online aspect, it's crucial not to overlook the offline side of things as well.
Include messaging about your loyalty program at every touchpoint in your business.
When customers visit your website, they should encounter prompts to join your loyalty program or information about hitting points milestones, depending on whether they've joined yet. They shouldn't navigate your website without encountering something about your loyalty program.
The same applies when customers visit your restaurant.
Whether it's signage within the store or reminders from your staff, customers should be informed about your loyalty program whenever possible. We advise our restaurant partners to educate their staff on the following talking points:
Inviting guests to join the loyalty program in-store
Informing customers how many points they could earn from their current order by joining the program
Utilizing in-store marketing collateral such as posters and table tents
This comprehensive effort often results in restaurants reducing their dependence on delivery platforms like DoorDash and GrubHub from 80-90% of orders to bring 80-90% of orders directly through their website.
It's not just about a loyalty program; it's about regaining control of your direct-to-customer relationship, fostering regular customers, and training your customers to place commission-free orders.
3. Email & Text Marketing for Restaurants:
While the emails we've discussed so far are triggered by customer actions, they leave a gap in your marketing for customers who haven't taken any actions.
Based on our experience with thousands of restaurants, sending two emails per week is the ideal frequency for the average subscriber. This means that every customer on your email list should hear from your restaurant at least twice per week, even if they haven't placed an order.
In addition to the activity-based emails, it's essential to send out two weekly emails to all subscribers.
We advise our restaurant partners to rotate through various types of emails.
For instance, there's a basic prompt email.
This type of email serves as a straightforward invitation to place an order, effectively placing your brand back in front of your subscribers.
The next type of email is the loyalty points reminder email.
This type of email serves as a simple reminder to subscribers of the points they've accumulated and invites them to redeem those points on a new order.
The next type of email is the popular items email.
This type of email leverages social proof to encourage new orders. People are inclined to join in on something everyone else is enjoying, and informing subscribers about your popular items is an effective way to drive new orders.
I suggest establishing a rotation of these emails to be sent to your subscribers each month. Here's an example of a 1-month email marketing calendar for one of our restaurant partners:
- Tuesday, Week #1: Basic prompt email, version #A
- Friday, Week #1: Loyalty points reminder email
- Tuesday, Week #2: Popular items email, version #A
- Friday, Week #2: Basic prompt email, version #B
- Tuesday, Week #3: Loyalty points reminder email
- Friday, Week #3: Popular items email, version #B
- Tuesday, Week #4: Basic prompt email, version #C
- Friday, Week #4: Monthly 15%-off coupon email
Email marketing like this yields significant results for restaurants because it's relatively easy to acquire email signups, and approximately 30% of your email subscribers are likely to open any given email.
Moreover, email subscribers consistently engage with these emails by clicking and placing orders, thereby increasing your revenue.
In terms of performance, text marketing surpasses email marketing by a significant margin. Customers open over 85% of the texts sent to them and are more likely to click on text offers compared to email-based offers.
However, fewer customers are willing to receive marketing texts, and those who do prefer less frequent messages.
I recommend limiting your text marketing to twice per month. Send a text around halfway through the month, informing your customers about their available loyalty points.
And then send a text at the end of the month, letting them know they’ve earned a VIP discount for being in the loyalty program. This text will include the same discount offer and code that you send them via email.
We send out all of these texts and emails automatically for restaurant partners using Growth Hacker Genius. Our platform is designed to be the ultimate marketing tool for independent restaurant owners. But you can send these yourself using any of the email service and text marketing providers I listed in the previous section.
It takes some time to get everything written and set up, but out of everything in this guide, email and text marketing are probably the simplest to set up yourself.
4. Physical Marketing Collateral
Up to this point, our focus has predominantly been on the digital aspects of your business, and this emphasis is intentional.
For established restaurants, your online presence, marketing strategies, and direct-order system serve as the foundation for future growth. Without the ability to attract customers through the internet and encourage them to order directly from you online, achieving growth will be challenging.
However, non-digital marketing efforts still play a significant role in your growth strategy.
Our team has discovered some tremendous successes for our partners through the use of physical marketing collateral.
One of the most effective collateral materials we utilize is delivery fliers.
For each of our restaurant partners, we create, print, and distribute 1,000 fliers designed to be included in delivery orders from third-party apps. Here's an example of a flier we developed for Talkin’ Tacos in Miami.
Each time a customer places an order through DoorDash, UberEats, or GrubHub, resulting in a 30% loss in commissions for your business, you include one of these fliers in the delivery bag. The flier is discreetly placed to ensure that the delivery driver cannot see it. By doing so, you provide the customer with a compelling reason to order directly through your website, commission-free, on their next purchase.
Although a seemingly simple step, this tactic can yield astonishing results.
For example, when Talkin’ Tacos began utilizing Owner.com, they were receiving 90% of their orders through UberEats. Within just three months of implementing this flier strategy, they managed to reduce this figure to a mere 45%. Moreover, they booked $41,000 worth of orders through our platform during this period, saving nearly $12,000 in fees.
If you're not utilizing our easy-to-use Growth Hacker Genius, then you can easily implement the flier strategy yourself by visiting Vistaprint. Simply choose one of their flier templates, incorporate the information I provided earlier, and print them yourself. This typically costs around $70 per 1,000 fliers.
Fliers have consistently yielded positive results for every restaurant we've collaborated with over the past two years.
Another strategy that has shown early success, although it doesn't have as proven of a track record yet, involves two additional types of physical marketing collateral.
One of these is wall posters, as depicted here:
Physical collateral isn’t going to do much if the digital infrastructure isn’t there, but if you are already doing all the digital customer marketing steps we covered in this section, adding that physical component is going to take all that hard work and give you 3-5 times the return.
Part B: Get In Front Of New Customers
Now, let's dive into the more challenging and creative aspect of the equation: consistently getting your restaurant in front of new customers.
In this section, I'll break down the four primary marketing channels that we prioritize for our restaurant partners to attract new business. These ongoing restaurant marketing strategies enable our partners to sustainably grow by 3-4% per month.
5. Social Media Marketing For Restaurants
Among the plethora of social media platforms available, if you're not running paid marketing campaigns, the platform that holds the most significance for restaurants is Instagram.
While you're likely aware of this, in my experience, many restaurant owners underestimate the potential of their Instagram accounts to generate significant revenue.
Restaurant customers overwhelmingly respond to visual marketing, and Instagram provides an excellent platform to showcase visuals of your food, ambiance, brand, events, and more directly to local customers.
"Local" is the crucial term here.
By actively engaging on Instagram as a local business and following a few straightforward steps that I'll outline in this section, you'll effectively reach real, local customers. This means you won't need a massive following of 100k to generate an additional $100k in revenue through Instagram.
For instance, Talkin’ Tacos has achieved $262,000 in online sales over the last 11 months with just 24,000 Instagram followers.
Their Instagram strategy is even simpler than what I’m going to teach you today. They literally just post pictures of their food over and over and over.
That's it.
No sneaky marketing tricks are being employed here. Each post consists of a single picture or a short iPhone video showcasing a menu item, accompanied by a brief description, location addresses, and a selection of relevant hashtags.
They maintain this posting frequency consistently, sharing 4-5 times per week, every week.
I'll share a few tricks with you in just a moment, but I want to emphasize that consistency is key.
If you can post simple, high-resolution iPhone pictures of your food 4 times per week, you can drive real revenue growth through Instagram.
Here’s the basic Instagram playbook for restaurants:
- Post food photos several times per week.
- Post Stories and pin Story Highlights.
- Repost customer posts that feature you.
- Follow your competitors’ followers.
- Create a simple selfie-station to drive UGC (User Generated Content).
- Coordinate promotions with social media posts.
We've already covered the first point, so let’s break down the rest of the steps as simply as possible.
Post Stories and pin strategic Stories as Story Highlights.
Stories are a different style of post that lasts for 24 hours and appears at the top of your followers' feeds via a separate Story Feed. If you or someone on your team has the time and interest, posting quick, casual videos as Stories throughout the day will keep your restaurant in front of your followers more frequently.
These Stories can be anything:
- A quick clip of your restaurant
- A staff member saying hi
- A menu item heading out to a customer
- Some humor or fun in the kitchen
Consider assigning someone on your staff who enjoys social media to post pictures of your food items and share quick stories throughout the day. Ensure they do this through your restaurant account, and monitor occasionally to ensure appropriateness.
The next step is to pin some of these Stories, as well as stories from your customers that feature you, to your Story Highlights.
Story Highlights are permanently displayed right beneath your profile:
You can utilize these pinned Stories to showcase customer reviews, celebrity appearances, brand shoutouts, and useful information such as your store hours, location, and menu.
Even if you don’t post your own Stories, it's essential to frequently repost both Stories and regular posts from your customers. If a customer tags you or positively mentions you, share it with your followers and on your page. This essentially translates to free advertising! Well, not entirely free – you've put in the effort to earn those positive reviews and mentions, so make the most of them when they come!
Once you've mastered the previous steps, your publishing is well taken care of.
The next trick will rapidly enhance your local visibility.
Visit all your competitors and follow the people who follow them. These accounts are predominantly followed by local consumers who enjoy your cuisine, and following them sends a notification that directs them straight to your account – another form of free advertising! You can use Instagram software to automate this process, but be cautious as it may result in your account being banned. If you manually follow around 50 new people per day, it will only take about five minutes of your time daily, and you'll keep your account in good standing.
The next item in our playbook is surprisingly simple.
Set up a simple selfie station inside or outside your restaurant. This is one of those restaurant marketing ideas that many owners overlook. Take a look at this straightforward example from Café La Jefa – it requires minimal space, yet look at the number of people who promote the café with their selfies!
The images taken by customers, influencers, and food bloggers at your restaurant and shared online are referred to as user-generated content, and they can significantly impact your brand awareness.
By allocating around $200 and designating a small indoor or outdoor corner of your restaurant for a selfie station, you can encourage more word-of-mouth marketing and transform your customer base into influencers for your restaurant brand.
The final step in your Instagram playbook is to create posts that coordinate with any promotions you decide to run. We'll delve into restaurant promotions in detail shortly, but promotions serve as an excellent source of content for additional posts beyond what we've already covered.
6. Search Engine Optimization (SEO) For Restaurants
Every day, thousands of potential customers in your area are turning to Google to find the perfect place to order food. Searches like "Indian food near me," "Indian restaurants near me," "Indian food delivery," "Order butter chicken," and "Best garlic naan near me" are made millions of times per month, and Google directs these searches straight to local restaurants.
So, which restaurants does Google prioritize in these search results?
The answer lies in one key factor: search engine optimization (SEO).
SEO involves the process of optimizing your online brand, website, and individual web pages to appear prominently in Google search results when people search for anything relevant to your business. This could include your cuisine, specific food items on your menu, or simply a list of top restaurants in your area.
Mastering SEO can indeed be complex and time-consuming, but you don’t need to become an expert to reap its benefits and potentially earn hundreds of thousands of dollars from customers who find you through Google Search.
I'll guide you through a simple SEO playbook that provides everything you need to start appearing in search results when potential customers are searching for your cuisine.
Here’s the basic local SEO playbook for restaurants:
- Optimize your Google Business listing (also known as “Google My Business”).
- Optimize your website and online menu.
- Encourage more reviews.
If you're wondering what "optimize" means in this context, it refers to the steps I'm about to walk you through that enhance your chances of appearing in search results. Making these changes to improve your Google Business listing, website, and specific menu items increases the likelihood of them ranking higher in search results – this is what we refer to as "optimization."
The first step is to optimize your Google Business listing.
Your Google Business listing is the module that appears in local search results when people search for your business.
It’s also what shows up when people search for your restaurant’s cuisine.
Your Google Business listing holds immense importance for two straightforward reasons:
- It’s the initial impression people encounter from your brand in Google search results.
- When optimized, it enables you to surpass your competitors and secure the top spot in search results.
To kickstart the optimization of your Google Business listing, begin by completing as much information as possible and ensuring that all details are accurate and up-to-date.
This part is relatively straightforward:
- Access your Google Business listing (if you haven’t claimed yours yet, here’s how).
- Fill out every field with as much information as possible.
- Update fields that are out of date.
- Add lots of pictures.
The second step to optimizing your listing is to incorporate keywords relevant to your cuisine.
In your headlines, descriptions, and other form fields, include words that people would search for when trying to find the type of food that you serve. These are referred to as “keywords,” and I recommend selecting the following three keywords to include in your listing:
- [cuisine type] food in [location]
- Best [cuisine type] restaurant
- [popular menu item]
For instance, an Indian restaurant in San Diego would use the following three keywords:
- Indian food in San Diego
- Best Indian restaurant
- Chicken tikka masala
Then, you would craft your Google Business listing description like this:
"Bombay House serves a delicious variety of Indian food in San Diego, including our award-winning chicken tikka masala, and has been consistently voted one of the best Indian restaurants in the area over the last 10 years."
Include these keywords throughout your listing whenever possible to signal to Google that you want to appear when people search for these terms.
It’s that simple!
The next step is to optimize your website and menu.
Setting up your website and menu correctly is incredibly important, not just for SEO, but for your entire business.
These are both components of your direct online ordering system, which is the hub and heart of any restaurant’s growth in the post-COVID era.
If you haven’t read it yet, we cover all of this in-depth on page two of this handbook: Direct Online Ordering For Restaurants.
There are some unique techniques we use to make individual menu items show up in Google Search for our Growth Hacker Genius restaurant partners, so make sure you check out Page #2!
The final step is to get as many reviews as possible.
When making a purchase, people trust the recommendations of their friends and families more than anything else. And for lower-cost purchases like ordering from a restaurant, the recommendations of strangers via online reviews are nearly as powerful
Additionally, the number and quality of reviews on your restaurant’s Google Business listing play a significant, direct role in your visibility in Google Search.
In other words, the more positive reviews you receive for your listing:
- The higher you will appear in Google Search,
- And the more likely new customers will be to place an order at your restaurant.
So how can you get more reviews?
The simplest answer here is, “Ask for them.”
You can reach out to people individually and request reviews, but the best and easiest way to obtain many reviews is to include your request automatically within your checkout and marketing processes.
For Growth Hacker Genius restaurant partners, we prompt your loyal customers to leave a review immediately after checkout.
Inside the order confirmation email:
And via a follow-up email sent a few hours after the order:
By automating these requests as part of your ordering experience, you’ll see your Google Business Listing become more robust in Google Search as new reviews are added each week.
Moreover, if you utilize Growth Hacker Genius to drive success for your restaurant, we gather these reviews internally. This allows you to address any negative feedback before it reaches platforms like Google, Yelp, or TripAdvisor.
In essence, we assist you in accumulating more reviews to enhance your marketing efforts while intercepting negative feedback at its origin. This enables you to address customer concerns about your food or dining experience promptly and transform them into opportunities for building customer loyalty.
7. Paid Advertising For Restaurants
For the past decade, Facebook advertising has remained the premier method for generating demand for almost any product or service. Despite the platform undergoing numerous changes in recent years, it still stands out as the most effective option for restaurant advertising investment.
Facebook offers two key capabilities:
-
Retargeting individuals who have visited your website.
-
Targeting people in your local area.
Both of these strategies are invaluable for restaurant owners across the United States. However, the first one, retargeting, is particularly easy, efficient, and cost-effective. Let me walk you through the process step by step.
Retargeting involves sending Facebook ads to individuals who have previously visited your website. When a Facebook user visits your website, a tracking code called a "pixel" is activated, tagging that person. Subsequently, when they return to Facebook, they are shown an ad for your restaurant, as illustrated below.
To enhance your retargeting efforts further, you can employ more sophisticated tactics. For instance, if a visitor was browsing your website's pecan pie section, you could configure Facebook to display ads offering dessert discounts or giveaways to entice them back.
Many visitors might land on your website but leave without placing an order, subsequently forgetting about your brand. Retargeting provides a cost-effective and straightforward solution to reconnect with these potential customers and encourage them to complete their orders.
Here's a step-by-step guide to setting up a basic Facebook ads retargeting campaign:
- Log in to Facebook Ads Manager.
- Navigate to Facebook Ads Manager and click on the top-left menu labeled "Ads Manager". Then, under "Assets", select "Audiences".
Next, create your Audience.
At the top left of your screen, there will be a blue “Create Audience” button. Click on that, and then “Custom Audience”. From here you’ll be able to set up a campaign for people that have visited your website.
Sure, let's continue setting up the Facebook ads retargeting campaign:
3. Click on the first option, which is "Website Traffic".
4. A screen will appear with boxes prompting you to name your "Pixel". The pixel is a small piece of code that you'll embed on your website. It's called a pixel because it places the code within an invisible pixel on your screen. Next, enter your website domain name, and then click on "Create".
5. The next step involves selecting an audience. While you can experiment with different options later on, for now, simply choose "All website visitors".
Name your audience, and click “Create Audience”.
After that, Facebook will find your target audience, and you can choose to make a custom ad for that audience.