If you’re running Meta ads, you’ve likely encountered the dreaded ‘Learning Limited’ mode. While it can be frustrating, it’s important to understand what it means and how to address it effectively. Below, we’ll break down the key strategies shared by Bram Van der Hallen to help you optimize your campaigns and escape ‘Learning Limited’ mode.
Understanding the Learning Phase
The Learning Phase is an essential process for Meta ads. During this time, the system gathers data and tests various strategies to optimize performance. While your budget may not be used as efficiently during this phase, it’s crucial for long-term success.
However, when ad sets remain stuck in ‘Learning Limited,’ it signals that adjustments are needed. Here’s how to fix it:
1. Optimize your creatives
Creativity is king in digital advertising. To give Meta more opportunities to test and learn:
- Add creative variations: Include multiple ad formats and visuals.
- Leverage Advantage+ options: Use automated tools to enhance performance.
- Focus on relevance: Ensure your creatives align with your offer and audience.
2. Set longer attribution windows
By using longer attribution windows, such as the default ‘1-day view / 7-day click’ setting, you allow Meta to gather more signals and optimize effectively. This is especially useful for campaigns that need time to demonstrate results.
3. Increase budget or adjust bids
Low budgets can limit the system’s ability to gather data. A good rule of thumb for conversion-based campaigns is:
Daily minimum budget = (Average CPA x 50) / 7 days
If you’re happy with your current CPA, staying in ‘Learning Limited’ mode may not be a problem. However, increasing weekly conversions could enhance performance. Also, consider shifting to campaign-level budgets with the Advantage campaign budget option for more efficient distribution.
4. Consolidate ad sets and campaigns
Combining ad sets and campaigns can speed up the optimization process. Consolidation allows the system to gather results faster and exit the Learning Phase sooner.
5. Broaden your audience
A narrow audience can restrict performance. To expand your reach:
- Drop detailed targeting like interests and behaviors.
- Focus on broader criteria, such as location.
- Enable Advantage audience expansion to help the system find high-potential audiences.
6. Optimize higher up the funnel
If conversions are too low, try optimizing for higher funnel events to provide the system with more data. For example:
- Struggling with conversions? Optimize for quality traffic first.
- Not getting enough leads? Test ungated content like free downloads.
The Learning Phase is a stepping stone to better ad performance. Remember, patience and optimization go hand-in-hand when managing Meta ads.
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