How to Play the Algorithm Learning Phase in Facebook & Google Ads - MGR Unplugged Podcast

Описание: For digital marketers, dealing with Facebook or Google's "Learning" phase or period is a common event that, when managed correctly, could be very advantageous for all campaigns. But for the casual advertiser (read: the DIY type) dealing with the "Learning" phase is often a source of frustration. Today we discuss all aspects of the learning period, how to shorten it, what to do, what NOT to do, and a whole lot more!

But first, let's start with the official definitions by Facebook and Google.

Facebook’s definition: “After you create a new ad set or make a significant edit to an existing one, our system starts learning who to show ads to. This learning isn't a change to the way our system works, but we're showing the status to let you know when performance is still stabilizing.”

Google’s definition: “After you make a change to your bid strategy, it takes time for Google Ads to gather the performance data it needs to optimize your bids.”

Ok, so both, Facebook and Google need to learn about your campaign and your ads performance too. But How long does the learning period last? On Google Ads, the learning period typically lasts 7 days since the last significant edit to that campaign. On Facebook, the learning period will last until your ad set reaches 50 optimization events within a 7-day period since the last significant edit.

Basically, while Facebook requires a certain number of events or campaign actions to learn, Google requires a more specific timeframe. This makes sense since Facebook is serving ads to an audience that is NOT searching for anything, but simply browsing through their newsfeed or timeline, while Google is serving ads based on specific search "intent" or actions from its visitors.

Why is the learning period so critical?

Well, basically, both Facebook and Google Ads, are still doing a bit of 'shooting in the dark' so you can expect their accuracy in delivery and efficiency to be lower during this phase. As a result, your campaign's performance will be lower, your CPA will be higher and your conversion rate will be lower. Not good, but necessary.

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