Facebook mobile app ads make calls to action stronger

Businesses using Facebook for advertising will be happy to know that they are expanding the way they promote calls to action on their mobile ads.

The purpose of Facebook’s Mobile App Ads seems pretty clear — they’re supposed to drive installations, right? Well, in a new blog post, the company says its ads can now help with what comes afterward, namely, keeping users engaged and active (and in some cases encouraging them to spend money).

To illustrate the challenge on the mobile side, Facebook cites a Localytics study that found that 66 percent of app users will only open an app between 1 and 10 times.

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