If you already have an AdWord campaign driving traffic to your website, a Facebook pixel is a must. Every time someone who is logged into Facebook visits your website, Facebook will track them and allow you to send out campaigns to those people. If they have been motivated to visit your website, they are more likely to become a future conversion.
Impressions on Facebook are fairly inexpensive, making it easy to build a relationship with your audience, even if they don't follow your Facebook page.
