You are testing, right?
You should constantly be testing your landing pages and your ad content. You should test them separately and against each other. And, to answer the question in the title, you should never stop testing.
Testing is the advertiser’s paradise. This is where you figure out where to make your money. Without testing you can’t measure what is working and what is not. You also can’t make important decisions about the effectiveness of your advertising. Testing is the one absolutely essential ingredient to every advertising campaign. You can’t do without it without damaging your entire campaign. Just be sure to proceed in your testing smartly.
