How the Learning Phase Works in Google & Facebook Advertising
When you launch ads on platforms like Google or Facebook, your marketing agency may mention something called the “Learning Phase.” If you’re unsure what that means or why it matters, you’re not alone. In this post, we’ll break down what the Learning Phase is, how it affects your campaigns, and why it’s essential for long-term ad success. What Is the Learning Phase? The Learning Phase is a short period at the start of a new ad campaign —or after major changes—when Google and Facebook analyze how to best deliver your ads. During this time, the platforms collect performance data and test different ad elements like: Target audiences Bidding strategies Ad creatives Think of it as the algorithm’s way of "learning" how to optimize ad delivery for maximum effectiveness. Just like a person needs time to get better at a new task, the ad system needs time to fine-tune what works best for your campaign. How the Learning Phase Affects Your Campaign It’s common to se...