You’d be amazed at the number of times I look in at somebody’s Facebook Ad account or take over the account of a new client, and I see that they haven’t been testing anything.

There are three main things to test when running ads:

1. Audiences
2. Creatives
3. Copy

Now you don’t want to test them all simultaneously, but what you can do is use multiple different audiences in one test, then use multiple different creatives (images and videos) in another test, and then use multiple versions of copy in another test.

For the creatives and copy, you can then take what’s working best and introduce new, similar versions to continue with your testing.