Testing gives advertisers an idea on what works best for their ads so they can iterate on that to generate more leads and get better results for a cheaper cost.
Usually, when marketers say that Facebook ads don’t work for them, they simply haven’t tested the right variables to correctly identify what’s working and what to improve.
They tend to adjust too many things at once or forget about a specific adjustment that might make a huge difference in their results.
When testing, we recommend you duplicate an existing ad set and edit it accordingly instead of making changes to the initial ad set. That is because when you edit an existing ad set it will affect its momentum, and will make it hard to track changes to the performance data or variables you’re testing.
You can test different ad copies and creatives. If you don’t know how to duplicate an ad set, click here to watch the tutorial. Start at 00:42:00.