NEW Learning Phase is Great News for Facebook Ads!
Summary
TLDRThis video discusses a significant update to Facebook's ad learning phase, which now requires only 10 conversions within 3 days instead of 50 in 7 days to complete. The change allows for more granular optimization and frequent adjustments in ad campaigns, benefiting advertisers, especially smaller businesses. The presenter also highlights the importance of stability in ad strategies and the continuous learning of Meta's AI for improved ad performance.
Takeaways
- 😀 The introduction of a new Facebook ads learning phase changes the approach to Facebook advertising.
- 🔍 The learning phase is a period where Facebook's AI learns to optimize ad performance based on given inputs and campaign goals.
- 🛠️ The AI during the learning phase adjusts targeting, ad delivery, and frequency to find the most effective strategy for conversions.
- 📈 The previous learning phase required 50 conversions within 7 days to be completed, which was challenging for smaller businesses.
- 🆕 The new learning phase requires only 10 conversions within 3 days, making it easier for advertisers to optimize campaigns.
- 🎯 Advertisers can now optimize for events lower in the conversion funnel due to the reduced requirements of the new learning phase.
- 🤖 Meta's AI is becoming smarter, allowing it to learn with less data, which benefits advertisers with smaller budgets.
- 🚫 Despite the new learning phase, stability and consistency in ad campaigns are still crucial for optimal performance.
- 📝 It's important to stay updated with Facebook's advertising changes to adapt strategies and maintain competitive advantage.
- 🔄 Facebook ad campaigns continue to learn and improve even after the learning phase, emphasizing the value of ongoing optimization.
- ⏳ The new learning phase feature may not be available in all accounts yet, and official documentation might be released later.
Q & A
What is the Facebook ads learning phase?
-The Facebook ads learning phase is a period after launching a new campaign where Facebook's AI and machine learning processes analyze and learn how to deliver the best possible results based on the advertiser's objectives and inputs, such as targeting and optimization preferences.
What changes has Facebook made to the learning phase requirements?
-Facebook has reduced the requirement from 50 conversions within 7 days to 10 conversions within 3 days for a campaign to exit the learning phase. This change makes it easier for advertisers, especially those with smaller budgets, to get out of the learning phase.
Why is it important to understand the learning phase for Facebook advertisers?
-Understanding the learning phase is crucial because it impacts how effectively Facebook's AI can optimize ad delivery to achieve the best results. If the learning phase is not completed successfully, the campaign may be stuck in 'learning limited' mode, which hinders optimal performance.
What is the impact of the new learning phase on campaign optimization?
-The new learning phase allows advertisers to optimize for events lower down the funnel, such as purchases, more frequently and with fewer conversions required. This can lead to better results as the AI can focus on the advertiser's true objectives rather than just getting out of the learning phase.
How should advertisers adjust their strategy in response to the new learning phase?
-Advertisers can now consider optimizing for lower funnel events and making more frequent adjustments to their campaigns, while still maintaining stability and consistency. However, they should be cautious and ensure that the changes are beneficial and not just for the sake of making changes.
What is 'learning limited' and why was it a concern for advertisers?
-'Learning limited' is a status that campaigns could fall into if they did not meet the previous learning phase requirement of 50 conversions in 7 days. It was a concern because it meant the AI could not fully optimize the campaign, potentially leading to suboptimal results.
How does the new learning phase affect smaller businesses with lower conversion volumes?
-The new learning phase is more accommodating for smaller businesses as it requires fewer conversions (10 within 3 days) to exit the learning phase. This makes it more feasible for them to optimize their campaigns and benefit from Facebook's AI capabilities.
What is the recommended approach to making adjustments to Facebook ad campaigns?
-The recommended approach is to avoid making frequent adjustments and instead space them out to allow the learning phase to complete successfully. With the new learning phase requirements, adjustments can be made more frequently, but advertisers should still prioritize stability and consistency.
How does the learning phase relate to the overall performance of a Facebook ad campaign?
-The learning phase is critical for setting the foundation of a campaign's performance. Once completed, the AI can better understand the advertiser's goals and optimize the campaign accordingly. Even after the learning phase, the AI continues to learn and improve, leading to better results over time.
What is Facebook Ads Mastery and how can it help advertisers stay updated with changes?
-Facebook Ads Mastery is a course and community offering by the speaker, designed to keep advertisers informed about the latest updates and changes in Facebook advertising. It provides cutting-edge material, community support, and regular live calls and trainings to help advertisers adapt their strategies effectively.
Outlines
📈 Introduction to Facebook Ads Learning Phase Changes
The speaker introduces significant updates to the Facebook ads learning phase, explaining that the new phase is a departure from previous practices. They emphasize the importance of understanding the learning phase, which is a period where Facebook's AI learns to optimize ad performance based on the advertiser's objectives and input data. The learning phase involves machine learning processes to determine the best targeting, impression distribution, and optimal times for ad delivery. The video promises to detail the changes and how they impact advertising strategies, including the previous requirement of 50 conversions within 7 days to exit the learning phase, which was challenging for smaller businesses.
🔍 New Learning Phase Requirements and Strategic Adjustments
The speaker discusses the new requirements for the Facebook ads learning phase, which have been reduced from 50 conversions in 7 days to just 10 conversions in 3 days. This change is expected to benefit advertisers, especially those with smaller budgets, by making it easier to exit the learning phase and optimize campaigns for desired outcomes. The summary covers the potential for advertisers to now target lower in the funnel, the possibility of making more frequent adjustments to campaigns, and the importance of maintaining stability in campaign strategy. The speaker also mentions the existence of a community and course for staying updated on Facebook advertising changes.
🚀 Continuous Learning and the Evolution of AI in Ad Campaigns
The final paragraph delves into the ongoing learning process of Facebook's AI beyond the learning phase, highlighting that as campaigns accumulate more conversions, the system refines its optimization, leading to potentially better results over time. The speaker also notes that while the new learning phase feature may not be available in all accounts yet, it represents a positive trend of AI making advertising more efficient and accessible. They advise advertisers to focus on creative and offer development as the main competitive advantages, while AI takes care of optimization and settings. The paragraph concludes with a teaser for a video sharing long-term lessons learned from years of Facebook advertising experience.
Mindmap
Keywords
💡Facebook Ads Learning Phase
💡Meta
💡Optimization
💡Conversions
💡Campaign Adjustments
💡Impressions
💡Leads
💡Funnel Optimization
💡AI and Machine Learning
💡Stability
💡Facebook Ads Mastery
Highlights
Introduction of a new Facebook ads learning phase, which is a significant change from the previous phase.
The new learning phase allows for a rethinking of the entire Facebook advertising strategy.
Explanation of the Facebook ads learning phase as a machine learning process to optimize ad performance.
The importance of setting up campaigns correctly for Meta's AI to understand advertiser goals.
How the learning phase works when launching a new campaign or making significant adjustments.
Old requirement of 50 conversions within 7 days to exit the learning phase was challenging for smaller businesses.
The issue of campaigns getting stuck in 'learning limited' and the dilemma it created for advertisers.
New learning phase requirements are 10 conversions within 3 days, making it easier for advertisers to achieve.
The ability to optimize for conversion events lower in the funnel due to the reduced requirement.
Recommendation to make adjustments to ad campaigns less frequently to maintain stability.
The potential for more frequent changes in ad campaigns with the new learning phase.
Emphasis on the importance of staying up to date with the latest changes in Facebook advertising.
Introduction of 'Facebook Ads Mastery' course and its benefits for advertisers.
The ongoing learning of ad campaigns even after the learning phase has ended.
The new learning phase is a feature that may not be available in all accounts yet.
AI's role in making advertising easier and smarter, allowing for better results with less data.
The focus on offers, products, services, and creative ads as the main areas for competitive advantage.
The constancy of some elements in Facebook advertising amidst the changes in others.
Transcripts
I've got some huge Facebook ads news and
that's that we now have a new Facebook
ads learning phase it's very different
from what we had previously it now means
we can rethink our entire approach to
Facebook advertising in this video I'm
going to explain what the new Facebook
ads learning phase is and the
adjustments that we can now make to our
Facebook advertising strategy because of
it okay so before I go through the
details of the new Facebook ads learning
phase and compare it obviously to to the
previous one and explain what that means
the ramifications of that for Facebook
advertisers I'm just going to very
quickly explain what the Facebook ads
learning phase actually is cuz I'm sure
there are some people watching this
video that don't know that so the
learning phase is basically once you
launch a new Facebook ad campaign it
learns it goes through what's called The
Learning phase and that's Mets machine
learning processes their AI effectively
um trying to work out how to get you the
best possible results based on what you
have asked for and the inputs to you you
have given so let's say for example
you're running a sales campaign that's
optimizing for purchases meta can
assuming you've got your pixel set up
correctly and all that sort of stuff
meta can see who is buying your products
based on your advertising who isn't and
they can use that information to adjust
how your campaign is delivered so that's
going to include things like within the
targeting options that you've given who
should they actually put your ads in
front of because there's probably going
to be a small subsection within your
targeting options that produce the best
results so meta's going to try and find
those that's one of the things they're
going to do in the learning phase in the
learning phase they're also going to
work out how many Impressions on average
does each person need to convert to go
ahead and purchase or become a lead or
whatever is it two Impressions is it six
Impressions they're going to work that
sort of stuff out is it better to spread
your ad budget across lots of people but
quite thinly in terms of Impressions
like each person gets one or two
Impressions but quite thin or is it
better to concentrate those Impressions
and each person get six seven eight
Impressions um but fewer people actually
see your ads they're going to work out
things like what time of day produces
the best results what day of the week
produces the best results and all these
various elements go into working out how
to get you the best possible results and
that's why it's so important to set up
your campaign in a way that meta can
understand what it is that you actually
want as an Advertiser what do you want
it's not that simple what do you want do
you want leads do you want purchases
what is it that you really want cuz if
mattera knows what you want they can
then learn the AI systems can learn and
try and get you those things so that's
that's what the learning phase is and
designed to do and it's really important
and it's a great thing that it happens
because it helps us all get much better
results but it's something that you need
to be aware of now the learning phase
happens when you launch a new campaign
it also happens after you make a
significant adjustment to that campaign
so if for example you create a new ad
add into that campaign um even if you
make an adjustment to an existing ad if
you change your targeting settings or
your placement settings or any of the
major things at the adset level then
that adet will go back into the learning
phase and it's one of the reasons why
people like me don't recommend that you
make adjustments to your Facebook ad
campaigns all the time if you're
constantly in there and tweaking and
adjusting things then you are constantly
going back into the learning phase
you're going into that this period of
experimentation and you're unlikely to
get the best results so for a long time
people like me have recommended you want
consistency with your ad campaigns yes
you want to be able to test things and
adjust things but don't do it twice a
day or every day you want to space those
out uh obviously depending on your
conversion volume so the old Facebook
ads learning phase the requirement to
get out of the learning phase that the
data that meta needed that they said was
50 conversions within 7 days and that is
conversions of whatever it is you're
optimizing for so if youve got a sales
campaign optimizing for purchases it's
50 purchases but if you've got a sales
campaign optimizing for add to carts
then it's 50 ad to carts and that's what
meta wanted um to learn now meeting that
requirement getting to those 50
conversions within 7 days is just
impossible for some business
particularly those that are relatively
small operating with a with a smaller
budget they might be generating five or
10 conversions in a week and this most
often happens to be fair with service
based businesses where they only work
with a few customers um they're really
high value and their lead flow is never
going to get to 50 a week realistically
not until they scale massively and what
happens then is that the campaign
wouldn't get out of the learning phase
and it would get stuck in something
called learning limited You' see this
alongside um your adsets and a lot of
advertisers would freak out about that
they think well my campaign's not
optimized properly it hasn't got the
data to get the right results and we're
stuck in in learning limited and that
obviously wasn't ideal you want meta's
really powerful AI systems and machine
learning processes to be on your side
you want them to do all the things that
we've already discussed in this video
around helping you advertise the right
time of the day to the right type of the
people the right amount of times all
that sort of stuff to get you the best
possible results and if they're saying
learning limited it's not able to do
that effectively so that's been one of
the the big challenges for advertisers
with the learning phase has been getting
out of the learning phase particularly
smaller ones getting past learning
limited and getting your ad campaign to
the point where it says that it's active
and that left advertisers with a bit of
a dilemma because you could either
operate with say 20 leads a week not get
out of learning phase and be stuck in
learning limited but optimizing for what
you really want which is leads which is
usually what would be my recommendation
or you could start to think well maybe I
could change what I'm optimizing for
because I'm not getting 20 leads a week
but I'm getting more than 50 landing
page views a week so I could instead go
ahead and optimize for landing page
views and that will get me out of the
learning phase and that would be true
but you might see worse overall results
because you're not optimizing what you
really want meta is putting all that uh
brain power that it's got all that AI
power into getting you as many landing
page as possible instead of as many
leads as possible which often didn't
produce a better result even if it did
help you get out of the learning phase
so it really left advertises in in a bit
of a difficult situation
now the new learning phase is really
quite different so instead of needing 50
conversions in a week meta are now
saying it's 10 conversions within 3 days
now obviously generating 10 conversions
in 3 days is a lot easier than
generating 50 conversions in a week you
can operate with a smaller budget yes
it's a shorter time frame but the number
of conversions is that much less that
it's still uh much easier for
advertisers to achieve now that means so
we can make some adjustments as Facebook
and Instagram advertisers so if you had
before decided to optimize for some
something higher up uh the funnel so if
you think about the top of the funnel
being like a link click and then you go
down and you might have initiate
checkout and add to car and purchase and
hopefully that makes sense in terms of
the the progression here right if you
wanted to optimize for say purchases but
you just weren't getting 50 conversions
in a week and you thought I just can't
do this I'm going to have to go for
something higher up the funel I'm going
to have to go for something like add to
cart or initiate checkout or maybe even
just the link click right at the top
because the requirement to get out of
the learning phase is that much less you
may now be able to go for a conversion
event that's lower down the funnel and
we know that that's good because if you
can do that that means that meta is
going to be optimizing for what you
really want and you're likely to get
better results you might not be
generating 50 conversions in a week but
you might be generating 25 conversions
in a week well as long as you get 10
within 3 days you're you're fine you can
now go ahead and optimize for that
purchased conversion event and obviously
the same principle is going to apply
with uh lead campaigns and and other
campaign types you can now optimize with
things lower down the funnel it also
means that you might be able to make
changes more frequently now I've said to
people before look as a general rule of
thurm don't make adjustments to your ad
campaigns more than once every seven
days because you've roughly had this
7-Day learning phase window now of
course for a lot of advertisers if
you're generating really large
conversion volume you got through the
learning phase much faster um some
businesses are generating smaller
conversion volume needed to wait longer
than 7 days to be able to make a call on
ads because if you only generate a few
conversions a week how would you know if
an ad's working or not after 7 days you
don't but the same principle now apply
but we're going to shorten the time
frame so instead of the general rule of
thumb being don't make adjustments um in
a shorter time window than 7 days with
those caveats I've mentioned now we
could say don't make adjustments more
often than every 3 days again with the
caveats mentioned there still be
businesses that generate 10 conversions
in an afternoon and you're through the
learning phase really quickly and there
are going to be others that generate
really small conversion volume that need
to wait much longer to make adjustments
to their ad campaigns to know if an ad's
working but I do think in general with
this change that's one of the big big
things that's going to help Facebook
advertisers being able to condense that
time period so that you can get through
more tests and more iterations of new
ads targeting options whatever it is
that you're looking to test quicker um
and that's obviously going to help us
get better results over the long run
because we're going to learn meta is
going to learn we're going to have more
goes at ads and things like that that
gives you a greater percentage chance of
getting great results those two things
are a really big shift that we can make
based on this adjustment to the learning
phase now as you can see from this video
it's obviously really important to stay
up to date with the latest changes when
it comes to Facebook and is advertising
if you want the best possible results
now the best way for me to help you with
that stuff is through Facebook ads
Mastery my brand new course with
community and there will not only let
you know about all the updates and
changes that happen as soon as they
happen but also what that means for you
as a Facebook Instagram Advertiser and
the adjustments that you can now make
it's brand new course material never
before seen very much latest up-to-date
stuff created by me and my team and it's
the stuff that we use to train new stuff
memb so very much Cutting Edge um and
some really really cool useful
information in there and there's also a
whole Community angle it's done on
school so there's loads of communication
from me and my team uh in in amongst the
the members of Facebook ads Mastery
we've got over 450 people in there um
already all talking and and helping each
other out which is absolutely fantastic
uh we do live calls and trainings
regularly in there as well and if you're
interested there is a link in the
description you can click through there
and go ahead and check it out and I hope
to see you on the inside so before you
run off and go crazy with your Facebook
ad campaigns and start making loads of
changes it's important for me to say
that stability is still an important
factor that hasn't changed yes we might
be able to make changes more often but
we still want to try and keep things
consistent and stable if you're
constantly switching between different
campaign types and adding things in and
running a split test here and adding new
ads and making tweaks multiple times a
day your ad campaigns are going to
suffer and your results are going to
suffer and there is the formal learning
phase and that has changed significantly
but it's also worth noting that we know
that Facebook ad campaigns continue to
learn after the learning phase so yes
under the previous learning phase you
might have generated 100 conversions in
a week uh you might be nicely out of the
learning phase but once you've generated
a th000 conversions total your ad
campaigns will probably perform better
when they generate 100 and once they
generate 5,000 conversions they generate
better results than when they've just
generated a thousand because meta
continues to learn it continues to
compound obviously like with anything
just like when we're learning a new
skill right the most intense learning
period is at the beginning because you
have no idea and you're learning on
hypers speed but you do something you
carry on you keep learning you keep
getting better at it maybe not at the
same Pace but it still helps improve
things so stability and being able to
just increase overall conversion numbers
within an ad account I think is still
really important and still going to help
um your ad campaigns also this new
learning phase is a new feature it's
only available in some of our accounts
right now that's why I grabbed a
screenshot to show you with because I
didn't want learning phase stuff
disappears obviously as the campaigns
learn so you sort of kind of need to
capture anyway but just it may well be
out of the ad account I was planning on
recording this video so I just grabbed a
screenshot so I be able to um to show
you and I imagine a lot of people
watching this video at this point don't
yet have it from what I have heard this
is likely to be rolled out and it does
make sense because for a while now we've
been seeing Facebook and Instagram ad
campaigns get out of the learning phase
even when they don't meet the 50
conversions in 7 Days criteria like you
can see because it says alongside your
ad set learning when it's in the
learning phase and then it will go
active once you're out of the learning
phase and that's been happening with ad
campaigns much sooner than 7 days and
with less conversions than 50 so we kind
of think some behind the- scenes stuff
has been a little bit along these lines
anyway but the fact that meta are making
this official um and and we're seeing it
now in ad account is great but you might
not have this yet just be aware of that
if you're going to go dive in and start
making changes and things along those
lines increasing budget more quickly
maybe you want to hold off until you see
this sort of message pop up in in youred
account from what we can see so far
there's not been any additional um like
information in the meta support docs for
advertisers normally when they make a
change like this they will release
something maybe between when I record
this and this actually gets published
that will come out but as of the time
we're recording uh we haven't got that
yet I think once they roll it out to
everyone that's like normally when we
see some um documentation around it and
some information that we know this is
this is here to stay uh but just
something to be aware of that this may
be in your ad account may not so don't
just immediately jump on onto this and
start making adjustments that I've
recommended because you might not
actually have this yet and this is a
good example of AI making things easier
for advertisers making situation better
for advertisers meths AI is getting
smarter and smarter and smarter at
getting us results and clearly they've
worked out that they can now learn with
less data obviously that's a smarter
system being able to do that which is
great because it means advertisers don't
need to operate with as large a budget
in order to get out of the earning phase
they can test smaller um they can
optimize F low down the funnel they can
make adjustments all the good stuff that
we've talked about that that are knock
on effects from this but I think this is
a trend we're going to we're going to
see continue and continue that as meta
AI gets smarter and smarter more and
more stuff is going to be automated more
of the settings type stuff is going to
be um improved automatically by what
better can do which is fantastic it
allows us advertisers to crack on with
what really really matters which is
going to be the offers that we put
together the products and services that
we sell and of course the ads themselves
the copy and the creative um and those
will be the the main focus and those
will be the areas for competitive
Advantage as well not necessarily all
the settings which I think is a good
thing so some elements of Facebook
advertising change all the time right
we've had big Chang changes to targeting
I've talked about a big change um to the
learning phase but other things are much
more constant and in this video here I
share the lessons the truth I've learned
about Facebook advertising from 11 years
of running ads on the platform which
seems like an enormous amount of time um
spending more than 50 million ads
generating more than 200 million for
more than 2,000 clients um in that time
period so a ton of experience I boil it
all down into that video it's a big one
but it's a lot of value I think you
should go ahead and check it out
Посмотреть больше похожих видео
New Way to Run Facebook Ads In 2024 | It's Actually Better than Before ️🔥
This NEW Meta Ads Update Changes Everything Forever!
The 10-Step Guide to Meta Ads Creative Testing 💡
The BEST Facebook Ads Campaign Structure for 2024
Facebook just told us the BEST Audience Size!
How to scale your Google App Campaigns I Webinar April 2022
5.0 / 5 (0 votes)