Test more than one creative within the same campaign to identify top performers. When testing more than one creative, make sure to set your campaign settings to “rotate variations evenly” as the system defaults to “optimize click through rate”. Once you’ve identified your top performers, switch it back to “Optimize click through rate” so your winning creatives deliver impressions.

Create unique tracking parameters to your URLs to get a clean read on post-click performance.  Run all A/B tests for a minimum of 2 weeks and only change one variable at a time.

Monitor specific metrics when optimizing your creative. For example, when refining ad copy, focus on CTR (click-through rate). For leads, make lead submissions your primary goal.

Allocate a sufficient amount of your campaign budget to testing. A good rule of thumb is 20-25% of your total budget.