NEW Learning Phase is Great News for Facebook Ads!

Summary

This 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.