If you’d like to see your ads perform better, check out these top tips.
How should I structure my ad sets?
The learning phase occurs after you launch or edit a campaign, when Meta is still learning who to show your ads to. Performance is less stable and cost per result (CPR) may be higher. If your ads are stuck in the learning phase, you will see ‘Learning Limited’ in the delivery column of Ads Manager. Follow the tips below to exit the learning phase faster so your campaign can perform its best.
How should I structure my ad sets?
- Use broad targeting and consolidate ad sets.
Ad sets with an audience size of at least 2 million often see better performance, however, your audience size may vary if your business has geographic limitations.
- Use Advantage+ placements.
Consider combining your ad sets and opt in to Advantage+ placements so Meta can serve your ads where they are most likely to perform.
- Choose the right optimization goal.
Make sure to choose the campaign optimization closest to your business goal. For example, if you have an ecommerce site and want to drive sales, consider running a sales campaign optimized for purchases. Or, if you want more appointment bookings, consider running a traffic campaign optimized for driving visitors to your website.
How should I set up budgets and bids?
- Ensure your budget is sufficient.
If your budget is too low, you may not be getting enough results for Meta’s system to learn who to show your ads to. To allocate your budget, multiply your previous cost-per-result (CPR) by your desired number of conversions or results.
- Try Advantage campaign budget.
Advantage campaign budget ensures your budget is going towards the ad set that is most cost effective. Try setting up an A/B test to see if Advantage campaign budget improves your results.
- Use the highest volume bid strategy.
Meta recommends highest volume bidding for your campaign. The highest volume bid strategy maximizes the results you can get from your budget. If you have a cost cap or bid cap, you may want to increase them to get more results.
How else can I get out of learning phase?
- Improve your ad creative.
If everything in your campaign is set up properly, consider using new ad creative to see if your audience responds to it better.
- Wait before editing your campaigns.
It’s best to wait a week after making edits to your campaign to see if you’re able to exit the learning phase. Every time you edit your campaign, the learning phase restarts and the delivery system has to learn again, so it’s important not to edit too often.
- Ensure you’re getting enough optimization events.
Most campaigns require 50 optimization events to exit the learning phase. If your campaigns aren’t getting enough conversions, consider switching to an optimization event that occurs more often.
Make sure your campaigns are set up for success.
Download Meta’s advertiser checklist to ensure your campaigns are set up for success.
