Sometimes, best practice gets repeated so much that we lose the original source and get a Chinese whispers effect.
The guys at SketchDeck did some interesting research into Facebook ads and CPC.
They tested some 'best practice' theories to see how they affect CPC and came up with some interesting results.
This research can't really be considered hard evidence but it does provide some considerations for the next time you set up a Facebook ad campaign.
But perhaps the most important line from the research...
Never assume that the all the expert advice will work perfectly for you brand or company. Test quickly and test often to find the best options. We were able to set this experiment up in a few hours and it was a lot larger than most tests. A simple A/B test will work for most!