Facebook Ads: What Changes Cause Ad Sets to Reenter the Learning Phase?
Here’s how to optimize Facebook Ads without having to reenter the learning phase.
Facebook ads remain the gateway to best marketing practices. With 63% of the US population connected to Facebook, it’s no wonder why it’s one of the top advertising platforms for businesses today. In fact, Facebook ad revenues are expected to increase by 22% in 2021. Even a pandemic did not stop its growth, as it continues to offer the potential for new and recurring customers to expand their reach. With Facebook ads, it’s all about optimizing. From target tests to CPC cuts, Lighting AI helps customers expand and optimize their audience without getting stuck in the learning phase.
For this article, we’ll break down the exact conditions that cause ad sets to reenter the learning phase — including the best ways for Facebook advertising beginners to avoid frustration when this occurs.
What changes lead to a learning phase reset?
The learning phase is crucial for Facebook ad campaigns. It is the optimal time to generate results and gather important data for your advertising performance. Unfortunately, there are certain triggers that cause Facebook ads to reset. This can be discouraging for beginners who’ve barely gotten acquainted with the changes needed to be made. Every time the following changes to an ad or ad sets occur, the learning phase will reset:
- Switch in targeting
- Redirect to ad creative
- Changes to optimization event
- Incorporating a new ad to your ad set
- Delaying your ad set for 7 days or longer.
Since the exact limit or number of changes remains ambiguous, it’s important for users to carry on with caution when making major revisions to an existing ad set. Fortunately, we know the best way to keep the possibility of reentering the learning phase to a minimum.
Unforeseen changes that could alter the ad set
Variable factors can also contribute to the learning phase reset. These factors are determined on the magnitude of the change. Essentially, if you make the following changes it may or may not create a reason to reenter the learning phase.
- Ad set spending limit amount
- Bid control, cost control or minROAS control amount
- Budget amount
On top of that, if utilizing Facebook Ads for campaign budget optimization, significant adjustments could cause ad sets to reenter the learning phase. The amount a budget increases or decreases could offset the campaign, but usually only if it’s by a consequential amount. For example, if you increase your budget from $150 to $1,500, you’ll likely experience multiple ad sets to reenter the learning phase.
The real question is: What is the biggest cost or % change you can make without having to reenter the learning phase?
Other inquiries to keep in mind:
- Will change of targeting which influences potential reach (i.e. Country origin, age, and sex) lead to a reset?
- Does change of placement cause an ad set to reenter the learning phase?
Is there an answer?
Though Facebook and many advertising experts do their best to guide you through the learning phase process, it’s important to proceed with caution when making considerable changes to ad sets during this time. For Facebook advertising beginners, it’s hard to resist making changes early on that could ultimately reset the entire process. As Facebook ad enthusiasts, we encourage struggling users to not give up. With our help, you can persist through the changes and continue to optimize and update your ad when necessary.
Looking for ways to optimize your audience? Lighting AI is here to help
Facebook ads experienced some major changes in 2021, ones that could ultimately affect the way your existing ad campaigns run. If you find yourself re-entering the learning phase and not achieving optimal performance, then we’ve got you covered. Let Lighting AI help you navigate this new-age wave of advertising with ease. Interested in learning more? Check out our Facebook Ad Guideline on CPMs, Retargeting, and more for 2021.
