With the continued rise of social media, advertising opportunities also grow. The Facebook platform has 1.59 billion monthly users as of April 2016. And each of those users is a potential customer for thousands of products and services. So what is Facebook up to lately, that its advertisers can utilize to better target and create customer relationships with?

Here are some important recent Facebook changes that affect advertisers and agencies:

The Call Now Button. In the past, Facebook would redirect potential customers to your Facebook page or website, and you would just have to hope that they will be interested enough to contact you. However, Facebook is now more efficient at generating leads, alllowing potential customers  to call your company directly from the app.

Dynamic Product Ads. Related to Google’s Shopping Ads, these new ads are based on templates. You pick the template and provide a keyword, and Facebook will pull images, pricing, product names and the rest of the information it needs to fill in the ad. Facebook then targets the ads based on a customer’s search history.

Carousel Ads on Facebook Mobile. Due to the growing dominance of smartphones on internet use, Facebook Mobile is a very important advertising source. Carousel Ads are more dynamic than standard ads, with multiple images that users can swipe that funnel the user to the same point of sale for your business. The dynamic nature of these ads makes them very attractive and interesting to potential customers.

Facebook is constantly improving its advertising programs, and advertisers should keep up with the changes to maximize their opportunities with customers.