In Facebook ad placements, many beginners encounter the issue of ads being stuck in the learning phase. PASA will detail the concept of the learning phase, triggering conditions, and how to quickly break through this phase to enhance ad conversion results.
What is the learning phase of Facebook ads?
The learning phase is an important process at the beginning of Facebook ad placements. During this phase, Facebook tests different times, locations, and optimization features to find the best ad combinations. However, ad performance during this phase is usually volatile, unstable, and the average cost is often higher than during the regular delivery phase.
What triggers the learning phase for Facebook ads?
There are two types of actions that can trigger the learning phase:
1. Creation of new ad campaigns
The creation of any new ad campaign, ad set, or ad creative will enter the learning phase. This is because Facebook needs to relearn how to optimize the performance of these new elements.
2. Significant edits
Any action considered a "significant change" will cause the ad to re-enter the learning phase.
These include:
Significant adjustments to the budget or bid (usually more than 20%)
Changes in bidding strategy
Modifications to ad creatives
Adjustments to target audiences or ad placements
Each significant edit significantly affects ad delivery, causing the Facebook algorithm to relearn.
How to avoid frequently entering the learning phase?
While it is impossible to completely avoid the learning phase, the following methods can help reduce the frequency of entering this phase:
1. Limit the number of significant edits
Consolidate edits to ensure unified learning phase time.
2. Achieve conversion goals
Aiming to achieve 50 or more conversion events within 7 days can help quickly exit the learning phase.
3. Avoid long pauses
Avoid pausing ad campaigns or ad sets for more than 7 days, as this may cause re-entry into the learning phase.
4. Expand the target audience
Ensure the target audience size is large enough to support achieving conversion goals.
5. Ensure sufficient budget
Provide enough budget to achieve conversion goals and exit the learning phase.
What if the ad fails to exit the learning phase?
If an ad remains in the learning phase for a long time and cannot exit, it may be due to a small target audience or insufficient budget. In this case, the ad status will show as "Learning Limited," meaning Facebook believes that even with more time, it cannot ensure enough data to optimize ad performance.
To successfully exit the learning phase, advertisers can take the following measures:
Avoid over-segmenting ad campaigns: Keep the ad structure simple.
Consolidate budget: Reduce fund dispersion and increase budget concentration.
Reduce the number of significant edits: Avoid frequent entry into the learning phase.
Select conversion actions with sufficient traffic: Ensure the ad has enough performance data.
The learning phase of Facebook ads is an inevitable part of the Meta advertising platform.
During this phase, ad performance may be unstable, but through proper actions, advertisers can shorten the learning time, quickly enter the regular phase, and thus achieve more stable ad performance. By following these methods, novice advertisers can better manage ad placements and improve conversion results.
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