By Althea Taylor-Salmon, posted 2nd January 2015
In a previous article, we stated that a lack of split testing can cause the downfall of Facebook ad campaigns. Advertising is often based on assumptions rather than data, and if these assumptions are wrong, costs can quickly start to accumulate. The good thing about Facebook advertising is you can test your assumptions at a low cost before you commit to pumping more money into your campaigns. Once you find the right ad, which connects with the right audience, and this is verified by the metrics (such as CTR, CPC and purchases), then you’re ready to start scaling your advertising.