Facebook’s ad learning phase is the way of optimizing how the ad performs. Whenever there is an ad, it learns the best category of people and places that fit the ad.
While learning, Facebook is trying the best approach to get you the ad. Unfortunately, this makes performance less stable and CPA (Cost Per Action) unimpressive.
When does this end?
Since Facebook keeps learning the optimum way to deliver an ad, the learning stage is forever. However, in terms of the initial learning phase, the learning phase ends when performance is stable – around 50 conversions.
If your delivery column registers “Learning,” then the ad is in the learning phase. This is how to know if your ad is in the learning phase.
Importance of the learning phase
The secret to getting a consistent optimum result with your Facebook Ads is coming to terms with the working principles of Facebook’s algorithm.
When you work with the algorithm, you can reduce Cost Per Action (CPA) with time. However, if you trigger the learning phase accidentally, your campaigns will be hindered since you don’t have enough data supplied to Facebook to get your ads working.
Besides CPA, when you avoid changes in the learning phase, it will help the learning. Decoding the result will be easy if one can apply changes to a stable campaign.
Reasons why the learning phase has started again
It is easy to reset the learning phase, which makes the Ad's learning phase sensitive.
Why does it re-enter the learning phase?
- Changes to ad creative, targeting, and optimization events.
- A seven day (or more) pause of the ad will make the ad re-enter the learning phase after un-pausing.
- Adjusting the bid strategy
Causes of re-entering of the learning phase
- Adding cost control or Bid control
- Adjusting your budget – anything more than 20% is too much
Recommended Changes one can safely make.
Even though many changes might risk resetting learning, you have no problem with smaller changes like
- Little budget changes
- Changing campaign names
- Adding fresh ad set or changes in a particular ad set in the broader campaign.
In launching a campaign, be sure to check the entire variable and avoid mistakes that could cost you.
On launching the ads, try not to interrupt the action. Even though costs seem high initially, try not to interrupt the process.
How to Speed up the learning Phase
Do not make early changes that will completely reset your learning phase. Also, supply as much data to Facebook Ads as possible to hit the 50 conversion events as soon as possible.
The following tips discuss how to hasten things up.
1. Avoid spreading your budget too thin.
- You do not need colossal ad volume. While you can test, ensure you have an optimum balance.
- What CPA do you expect? If you project a payment of £3 per conversion, make sure the budget you have can cover the 50 modifications.
2. Select the perfect optimization event.
- If the sequence of events is not enough to complete the learning phase, optimize for a more common occurrence.
- Make sure to factor in the conversion window. For example, for products that have longer consideration time, make sure the window is set for seven days after the clicks to count all delayed conversions.
Facebook’s learning is completed when your ads are active. Keep it running if you are good with the result. Analyze the consequence if you are not okay with the performance and tweak the initial campaign.