Facebook has announced some new mobile app ad options to developers to help drive up engagement. The ads let developers make use of seven specific call to action choices to include in their apps.

These include: Open Link, Use App, Shop Now, Watch Video, Listen Now, Book Now, and Play Game.

The idea is that a retailer, for example, could use the “Shop Now” call to action when advertising a 24-hour sale for purchases made within its app or a game could use “Play Game” to get existing players to come back to play new levels. You get the idea.

“Now mobile app ads can keep existing users active within your app, even after they install,” says Facebook’s John Ketchpaw. “You can now use deep-links for your mobile app ads, letting you direct users to a customized, specific location inside your app, such as a sale, promotion or specific content such as a new album or hotel listing.”

Ketchpaw says, “Our aim is to provide an end-to-end mobile solution that helps app developers reach the right people, acquire new users, keep those users engaged, and measure the performance of their campaigns. As always, we will continue to improve upon the user experience and performance of our mobile app ads.”

Facebook says that mobile app ads have driven over 145 million installs since launched last year.