We talked about testing ads. Then we talked about testing audiences. But do not forget to test media and/or platforms. If everyone's advertising on Facebook, maybe you'll gain traction on banner ads. The very media that you wrote off because experts told you banners were dead.
Testing ads is the key to winning. You are always losing a little bit of money on the table. Most of your ad budget is wasted because those ad impressions fail to make... well.. an impression on your audience. With testing, you can constantly figure out ways to minimize waste.
Invest five minutes everyday systemizing just one aspect of your business. Whatever takes up most of your time via manual,, grunt work. If you do this every day, in a year your entire business will be unrecognizable.