What's the best picture for that ad? And the best copy? Which performs better, images or video? Marketers are constantly looking for ways to figure out what works best, and the latest hot trend is A/B testing.

But what exactly does A/B testing entail, and should you be doing it? Digital-marketing expert Mateo Lopez puts it in plain English and gives his two cents on whether it's worth your while.

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Timeline:

1:13 – What is A/B testing?

3:50 – Variables on variables.

5:52 – Why it might not be worth it for small businesses.

8:47 – Testing controlled variables.

11:33 – Why dynamic creative might be the better choice for your business.

16:00 – Facebook is taking the reins on ads—you might want to let it.

18:32 – When to go dynamic.

20:04 – Letting Facebook sort the winners and losers.

22:02 – How to set up dynamic creative.