It is no secret that Facebook is one of the biggest sources of leads and conversions for businesses. Given its large user base (more than 2 billion monthly active users as of June 2017!), ignoring this popular social media networking site isn’t really an option for digital marketers.

In order to enable organizations generate more ROI on their digital marketing efforts, Facebook regularly introduces new features. Recently, it has launched three new ad features that will give your campaigns a boost and ensure a higher return on investment.

Customer Lifetime Value (CLV)

CLF is the single most important metric to get insights into customer psychology and take informed business decisions around that. Facebook has now incorporated CLV into its custom audiences. How is it relevant to you? Well, the feature will help you find the right kind of audience to showcase your ad so that they can react to it and take an appropriate action. This, in turn, allows you to boost your revenues and expand your business. To use this feature successfully, you need to first create a mirror image of your audience. You can upload the names of your customers and Facebook will match the random people to your target audience.

Fullscreen Canvas

With deep smartphone penetration across different the world, you cannot ignore the section of prospective customers who use mobile devices. Facebook ensures you can boost customer engagement by creating a memorable mobile experience using Fullscreen Canvas. This feature comes with a range of templates that can be customized to suit your business goal, such as selling a product or service, getting leads, and showcasing your business. The aim is to improve Facebook ad experience for mobile device users.

Split Testing

A/B testing is the crux of digital marketing; and split testing is nothing but A/B testing. Here, you define the parameters before you launch your Facebook campaign. The only difference is that Facebook allows you to test up to three variations, but each has to be tested individually. In split testing, Facebook creates a different group to show the ad to, and based on the response you get to the advertisement, you can determine which is the most effective and efficient group to advertise to. However, you should know that the split testing is limited to certain types of campaigns – awareness, consideration and conversion.

As a digital marketing professional, you should be quick enough to understand these features and deploy them to your advantage. You can enhance your knowledge about Facebook advertising through a digital marketing course. In fact, online courses in digital marketing will ensure more effective learning at your own time and convenience.