Just had my first profitable campaign today. At first I thought it was simply the pics that affected CTR and CR...shows how effective spending $75/day to get data is. Well worth every penny.
Here's what I did:
-Picked two offers that were closely related to see which would convert better to the FB audience.
-Kept testing multiple FB campaigns till I found a set of pictures that gave me a nice CTR (0.10%+) constantly.
-Took the best CTR ads and changed the ad copies on them to see how this affected CR (conversion rate.)
-Ditch the less converting offer and ad copies/pics. Make more ads and pics to split test.
-Rinse and repeat.
-Profit!
That's what worked for me so far. Not sure if it'll do the same for everybody else...but should give you a general idea of what to do.