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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