When it comes to advertising on Facebook, one term that often puzzles marketers, particularly novices, is the ‘Learning Phase’. Whether you’re doing your own PPC or plan to bring on board a consultant, grasping this phase will be beneficial in one way or another. In this blog post, we will explain what the Facebook Ads Learning Phase is, why it is important, and the best ways to manage it for optimal performance.
What is the Facebook Ads Learning Phase?
The Learning Phase refers to a time frame in which the advertisement algorithm is trying to optimize the campaign parameters enough to improve performance. During this phase, the system is still determining how best to deliver ads optimally to yield the best results. That is, to test various audience segments, placements, times, and variations of the ad and see which one works best.
According to Facebook, the Learning Phase begins the moment you either create a new ad set or edit an existing one significantly. During this period, performance is likely to be more volatile– metrics such as Cost Per Click (CPC) or Cost Per Conversion are likely to be more unstable.
Why is the Learning Phase Important?
Whether you are running the Facebook ad campaign yourself or planning to hire a Facebook advertising specialist, this is crucial information you need to know. Understanding this foundation is important for every Facebook advertiser, and here’s why:
- Optimized Efficiency: It is vital that an advertisement gets the most attention, likes, reach, and overall engagement possible. Interference is bound to slow down a campaign. Facebook optimizes its advertisement performance by incorporating efficiency.
- Budget Effectiveness During Learning Phase: Once an advertisement has exited the Learning Phase, it tends to exhaust its resources much more efficiently, leading to higher target conversion users at the end of the sales funnel and gaining traction.
- More Accurate Information: Knowing where advertisers pass through a rough, balanced, or sufficient learning curve gives them enough reason to make better ad decisions.
How Long Does the Learning Phase Last?
Almost all cases, the phase ends once the ad set achieves around 50 optimization events (this could include purchases or leads attained) within a week. However, this number can change depending on your chosen objective and optimization settings.
If the number is not met, an ad could face stiff competition or get stuck in this phase, leading to inconsistent results. For that reason, many PPC consultants encourage closely monitoring campaign performance in the first few days.
What resets the Learning Phase?
Changes as significant as new targeting options can reset the Learning Phase, including but not limited to:
Switching Optimization Event Placement Editing Budget Change Target Audience Change Ad Copy or Creatives Change
If changes are made too frequently, advertisers risk wasting budget and delaying results, as the learning phase is reset often. Experienced Facebook advertisers know how meticulous planning is crucial to a campaign’s success and often highlight it as a bare necessity.
How to Deal With The Learning Phases
To fully capitalize on advertising with Facebook, it is prudent to provide the following guidance, all of which aims to move through the Learning Phase more effectively and optimize the ad strategies.
Avoid Major Changes Frequently
Daily changes might sound alluring, but it is best to refrain from doing so unless deemed necessary. Let the algorithm get the ad where it belongs.
Set a Feasible Budget
Spreading the budget across too many strategically irrelevant ad sets makes it highly inefficient. Instead, put the funds where they truly matter to directly address the void and increase spending on fewer focused ad sets.
Broaden Audience Settings
Narrow audience settings limit the algorithm, put broader audience range criteria in place, and allow the algorithm more room to move.
Choose The Most Effective Optimization Event
Select an action that occurs often enough to allow Facebook to gather enough data. For example, if purchases are infrequent, set your initial optimization goal to Add to Cart or Landing Page Views.
The Advantages of Hiring a PPC Consultant
Managing Facebook Ads can be difficult due to the complexity of their metrics and the infamous Learning Phase. Having a PPC consultant will be beneficial in these situations. A Facebook ads specialist or PPC consultant offers:
- Mastery of Facebook’s advertising ecosystem and an understanding of its algorithms translates into smarter spending.
- Estimates shorten the Learning Phase through evidence-based, strategic methodologies.
- Costs are saved by preventing budget wastage with ongoing optimization.
- Knowledge of what ad types, demographics, and messaging are most effective within the specific market.
By hiring an experienced consultant, whether you’re a mounting startup or an established business seeking to boost your online visibility, you preserve time, reduce advertising costs, and enhance ROI.
Conclusion
The Learning Phase in Facebook Ads is not just a technical phase but an integral part of performance metrics. Incorporating proper management techniques helps cut costs while optimally reaping campaign results.
For those struggling to find balance in running campaigns, hiring a Facebook ads specialist would eliminate the burdens of facing the platform without adequate guidance.