Facebook announcements learning phase. What is and how to get out.

Facebook announcements learning phase. What is and how to get out.

The theme of Facebook advertisements is very hot in these days also given the recent change in algorithm in favor of users. As we have said, Facebook will encourage relationships between users and limit the visibility of the pages.

Doing marketing activities on social networks will be increasingly difficult without doing paid campaigns. It will therefore be very important to build them in a wise and effective way.

The learning phase in Facebook advertisements.

I bet that you will surely have treated with a forced stop after making a small change in the already active campaign. Facebook ads stops (even for hours) and tell you a learning phase.

Facebook advertisements and ads

Facebook pArtipips systematically during an auction in which these advertisements gain which have one better correspondence de Bid (offer), user experience e Desired result Dell’Advertise.

For this reason, the algorithm, with each modification, makes a kind of recalculation to understand who displayed ads and thus optimizing their visibility and their cost. Once the announcement available to users More than 500 timesreceives a Daily quality score Ranging from 1 to 10 where 1 is not very relevant for users and 10 is very relevant.
We can see this score in the relationship between the ads columns.
The greater this partition, the greater the display of our ad compared to that of another announcement which focuses on the same target. The result will be a lower cost.

With this calculation the Learning phase. This learning phase at the same time as the quality score is an assessment carried out by Algriteimo on the basis of other criteria to ensure that the selected target is as efficient as possible, always simultaneously with budgets and creativity.

When the learning phase was inserted

From what Facebook himself says, there has always been, only that the advertiser has not been informed before. In fact, some time ago, the campaigns, in addition to being much simpler, also had less information dedicated to advertisers.

During the learning period, the algorithm is looking for users who may have more propensity to perform the desired action. This takes place thanks to a series of data already preserved and others which are collected during this event. Most likely, users who do the desired and Facebook action push insertion into similar users to obtain the same result are analyzed. The more the data is collected and the more the campaign is stabilized. This is why we must not make changes over a few days.

For example, if we campaign for main advertisements or other campaigns with specific objectives, About 50 results must be obtained And generic, he has to spend a week.

What happens if we change in progress?

An error that is often made is that of Change your mind Just during the learning phase. Facebook strongly advises to make changes because the learning phase is forced to start again (many campaigns are still a few hours).

It means waiting for something to happen by spending a lot of money.

Therefore, it is essential to study the campaign at the table, to make two separate groups or the A / B test, to launch them and to try to immediately understand which works better. Thus, within 24 hours, we can already understand if creativity, text or a call for action work better than another.

Conversions on the site become a real problem at this stage, because if our conversion window is 1 day from click, not bad, you will need 50 conversions that will have to occur in a day from the first click (which is sometimes difficult). With a conversion window at 7 days from click, we need a longer time space, Facebook recommends at least 10 days. In addition to the fact that several days are necessary to record everything, we must hope that there are the desired conversions and it is that on our site, everything is created in DOT.

When does the learning phase of a Facebook campaign end?

These blessed are always necessary 50 results?

It is not said. Facebook no longer shows the message after a certain period of time, even if we have not obtained 50 results, but that does not mean that the insertion will work adequately, on the contrary.

Here, the advice is to change strategy, that is to say:

• If we have conversions on the site that put us a little to arrive, let’s try to optimize the conversions that could occur more often. Instead of purchase, we try to subscribe to the newsletter, or we try to give a more particular discount or we try to record only the number of users add the product to the basket (but maybe they do not buy)
• We modify the strategy from the conversion to click on the link (the clicks arrive immediately, the conversions that know it)
• If the targeting is too narrow, let’s try to
• If we have only one positioning (news wire for example), let’s try to choose others
• We modify creativity

Now you will say: But we are pointed out with the learning phase if I make these modifications!

According to Facebook, all changes do not trigger this harmful event. But if you have obtained 10 results, make a significant change and release the phase, then it will take 50 results again (not 40 as you would think).

Non -significant changes are not specified but those considered to be significant are listed:

1. Target
2. Insertion of creativity
3. Changes in the choice «Optimization for publication of the price»
4. If the campaign or advertising group are interrupted

Then there are these changes that Maybe they could affect::

1. Offer
2. Budget amount (but if you have a desired cost strategy and make a budget modification, it is not considered significant). If you modify 5 to 6 euros per day, the apprenticeship phase should not start again, but it starts if it goes from 5 to 50 euros.

If we have little experience with Facebook advertisements, hysteria can come to life in a few moments.

What is the best advice I can give you?

Think about the type of campaign you want to create.

Do you need conversions with purchases?
Study the whole flow, create a different destination page on your site, study offers that could release the purchase more quickly.

Prepare your users with a chemin of confidence and brand. In other words: a user who does not know who you will have less propensity to make a purchase on your site, so before launching a campaign that you believe / hope for conversions, make sure you have a faithful audience, stimulated by important and winning content. In short, a campaign has been made on an audience who knows that you will surely go to the desired result and you will not have to think with the learning phase.

Do you need to click on the site?
Not bad. It may be the best method to access the desired public in a short time. But even in this case, he studies the target well, the image of the announcement, the call for action.

What about other objectives?

For all other objectives, the methodology must be more or less the same, that is to say, so meticulous in the choice of the public, well-made advertisements, a budget that does not undergo variations that go beyond 30%. Use the surveillance pixel to establish various events on your site.

Follow everything, from the click on the advertisement to purchase.

If you have little experience, ask me for advice. I hope this guide was useful while waiting for 🙂