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Driving Engagement With the New Facebook Ad Optimization Features

June 11, 2012  

Building to its IPO, Facebook unrolled improvements that let marketers optimize ads for multiple actions (not just Likes).

In a post at Mashable, Victoria Ransom shares four tips for enhancing performance with those action-driven optimization capabilities. Now more than ever, she notes, "the challenge to create organic-feeling and genuine ads is on!"

Here's a quick synopsis of her advice: 

Create versatile video content that permits more actions. Premium ads with video let users watch a clip or click to a page to learn more, meaning multiple brand actions for the price of one: They can watch your video from their feeds, visit your fan page, or click to an outside link of your choice. Once you have action-oriented optimization enabled, you can take the actions you value most—like targeting those more likely to watch/share your video.

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