Ads are discontinued from the learning phase when it has taken about 50 optimization events (conversions, link clicks and similar), but note that this applies from the previous significant change. Ergo you need to get 50 new conversions to get out of the learning phase if this starts again. In particular, low budgets will be a challenge for 50 sales, and it will be even more important to make the learning phase as short as possible. So we've gathered an overview of what might trigger a new phase of learning.
This triggers a new learning phase:
- Changes at ad level: If you switch text, image or other things related to the ad, this will trigger a new learning phase.
- Changes in target population: For example, if you change the age from 18-50 to 18-30, the geographic area of another, or from an email list to a limited number of emails, this will be considered a major change.
- Changes in the optimisation of delivery: These are changes in optimization at ad set level from e.g. conversion to link click to get larger volume.
- New ads in the ad set: All new advertisements added will start a new learning phase.
- Pause of ad set for 7 days or longer: A new learning phase will start when you enable the ad set again. This can be avoided by adjusting the budget down rather than turning it on or off.
- Change in bidding strategy: For example, switching from the Campaign Budget Optimization to manual bidding will start a new learning phase.
This may: disrupt the learning phase:
- The consumption limit for the ad set is reached
- Changes in ROAS control, costs or bids
- Budget changes, unless using target cost biding
What can you do to avoid thriving new learning phase?
Schedule and check the contents
If you spend time planning and checking your content before advertising, you minimise the risk of having to change your ads later. Plan everything from budgets and segments to content in advertisements.
Let the ad run if the results are good
If you have good results, it is less appropriate to make changes that could trigger a new learning phase. As mentioned, Facebook needs time to optimize for events. If you need to pause ads, make sure you activate before 7 days have passed to avoid new learning phase.
Duplicate
The best way to make changes without triing a new phase is to duplicate promotion, advertising sets and ads. This is useful if you want to test if the changes make a difference.