Understanding the Learning Phase
Posted: Mon Jun 16, 2025 7:11 am
When you launch a new ad set or make significant edits, it enters a "learning phase" where Meta's algorithm gathers data to optimize delivery. During this phase, performance might fluctuate, and costs can be higher. Avoid making too many changes during this time, as it can reset the learning phase. Aim for enough budget and time to allow your ad sets to exit this phase.
Frequency Management
Monitor your ad frequency (how many times the average linkedin database person sees your ad). High frequency can lead to ad fatigue and diminishing returns. If frequency gets too high, consider refreshing your creatives, expanding your audience, or pausing the ad set.
Retargeting (Remarketing) Campaigns
Retargeting is where significant conversions often happen. Target people who have already interacted with your brand – website visitors, add-to-carts, video viewers, Facebook Page engagers. These are warm audiences more likely to convert. Personalize your retargeting ads with specific offers or reminders about products they showed interest in.
Analyzing Data and Iterating
Regularly dive into your Ads Manager analytics. Look beyond Cost Per Click (CPC) and focus on Cost Per Conversion (CPA), Return on Ad Spend (ROAS), and conversion rate. Identify your best-performing ad sets, creatives, and audiences, then scale what's working and pause or refine what isn't.
Frequency Management
Monitor your ad frequency (how many times the average linkedin database person sees your ad). High frequency can lead to ad fatigue and diminishing returns. If frequency gets too high, consider refreshing your creatives, expanding your audience, or pausing the ad set.
Retargeting (Remarketing) Campaigns
Retargeting is where significant conversions often happen. Target people who have already interacted with your brand – website visitors, add-to-carts, video viewers, Facebook Page engagers. These are warm audiences more likely to convert. Personalize your retargeting ads with specific offers or reminders about products they showed interest in.
Analyzing Data and Iterating
Regularly dive into your Ads Manager analytics. Look beyond Cost Per Click (CPC) and focus on Cost Per Conversion (CPA), Return on Ad Spend (ROAS), and conversion rate. Identify your best-performing ad sets, creatives, and audiences, then scale what's working and pause or refine what isn't.