You cannot really benefit from any kind of online advertising unless you conduct a split test. This helps you compare one advert against another and see which one produces the best results. You can use split testing to check headlines, adjust copy, vary calls to action and determine which is the best image to use. In fact, without split testing for online advertising you are largely guessing. This report is a compilation of some of the best advice on split testing you can find. Edited by Graham Jones and written by a group of experts in online advertising, this free booklet will provide you with the advice you need to ensure you can conduct effective split tests.
If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.