Do you guys test content ahead of time? Generally on FB I would just throw up many variations and pay CPC...but on other sites where you are paying CPM is it better to test ahead?

There are some services out there that make this easy like
Markiter - Simple and Fast Market Research and somewhat similar for page layouts is FeedbackArmy - Website Usability Testing

Any other ideas welcome - I just don't want to waste a lot on traffic with content that isn't converting.