NEW Learning Phase is Great News for Facebook Ads!

1. Understanding the New Facebook Ads Learning Phase
2. Explaining the Facebook Ads Learning Phase
3. Insights from the Learning Phase
4. Challenges with the Old Learning Phase
5. Impact of the New Learning Phase

Understanding the New Facebook Ads Learning Phase

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.

Explaining the Facebook Ads Learning Phase

Okay, so before I go through the details of the new Facebook ads learning phase and compare it obviously 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 'cause 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 Metas machine learning processes.

Insights from 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, 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.

Challenges with the Old Learning Phase

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, 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.

Impact of the New Learning Phase

The 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 to disappear obviously as the campaigns learn, so you sort of kind of need to capture it anyway. But just be aware of that, 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 to show you. 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.