How to Create Impactful Advertising Content

Our latest episode features Josh Kong, the regional head of the digital marketing agency Elixus. The agency has offices in Malaysia, Philippines, Vietnam, Singapore and Thailand, and specializes in performance marketing and return on investment (ROI) from advertising. On any given day, Josh is responsible for overseeing his clients’ advertising campaigns and ensuring that their investments are met with strong results.

Watch Josh’s episode and read on for tips that Josh uses in his own career to help clients find success with paid advertising.

Think visually when creating your ad content.

Creating impactful ad visuals is key to getting your audience’s attention and growing your business. While there’s no secret recipe to making the perfect ad, you can experiment with different types of content, like motion graphics or video, to see what performs best. Josh recommends motion graphics to his clients.

“Facebook and Instagram are very visual, so it's a very good platform to actually raise awareness and consideration,” Josh says. “Because there are so many different types of content formats, you can use different virtual media sources, like motion graphics, for example. This enables you to share a very high level of information in a very short amount of time.”

Take a free course from Facebook Blueprint to learn how to create visually awesome ads.

Understand the four types of customers.

A future consumer might visit your Page for a different reason than a present customer. Understanding and identifying the four different types of customers, or segments, can help you develop the right messaging for each. And doing this will ultimately help you create better-performing content.

“In terms of social strategy, one of the most important things to understand is that you have four main types of customer profiles out there at any given time,” Josh says. “And this includes new customers who don't know yet, new customers who have recently discovered your brand, new customers who are just about to make a purchase and existing customers.”

Take a free course from Facebook Blueprint to learn how to connect with customers on Instagram.

Use the Facebook pixel to your advantage.

You can learn more about the actions your customers are taking on your website, called events, with the Facebook Pixel. Pixel is a few lines of code from Facebook that you copy into the header section of your website.

“Pixel measures and tracks events that happen on your website, and it helps you make sure your ads are shown to the right people,” Josh says.

You can use the information from pixel to help make your Facebook ads even more relevant to your audience and you can put the best-performing events onto your page that your customer will see.

Learn more by taking a free course from Facebook Blueprint about the Facebook pixel.

If Josh’s story inspired you, take your social skills to the next level with our social media management course, created in partnership with online course provider Coursera. You’ll receive a shareable certificate upon completion. If you missed any of the previous Social Skills episodes, get caught up on Facebook Watch.