Introduction
What is the Google Ads learning phase?
In short, the Google Ads learning phase is the period of time it takes Google to test your ads and learn how to improve them to achieve the best results. Because of this learning phase, ad performance is not always stable once your campaigns are active. Google’s algorithm is constantly collecting performance data and finding out what works best for the parameters you’ve set for your ad campaigns. It takes time to figure out which ads will perform the best at the lowest cost (which is what we want!).
It’s important to note that the learning phase does not apply to campaigns using a manual CPC bidding strategy. This learning phase is for automatic bidding strategies only – from eCPC, target impression share, maximizing clicks, increasing conversions and conversion value, to more complex strategies like target return on ad spend (tROAS) and target CPA (tCPA).
Understanding the Learning Phase
At its core, the Google Ads learning phase is a period during which Google’s algorithm tests and refines your ads to deliver the best possible results. It’s important for campaigns employing automatic bidding strategies. These strategies include eCPC (enhanced cost per click), target impression share, maximizing clicks, and more sophisticated options like target return on ad spend (tROAS) and target cost per acquisition (tCPA). During this phase, the algorithm learns from user interactions, identifies trends, and adapts bidding strategies accordingly.
Find out more of about the duration of campaigns here.
The Patience Imperative
The formal learning phase typically spans approximately seven days for Smart Bidding campaigns to exit the ‘learning’ state. However, advertisers must understand that this doesn’t signify immediate peak performance. Google’s algorithm continues learning, fine-tuning based on performance data even after the learning phase concludes. Therefore, advertisers should brace themselves for gradual performance enhancements over time.
Learning Phases for Different Types of Campaigns:
- Search Campaigns:
- In search campaigns, the learning phase is primarily focused on understanding which keywords, ad copies, and landing pages are most effective in generating clicks and conversions. Here’s a comprehensive guide to search campaigns.
- Display and Video Campaigns:
- For display and video campaigns, the learning phase involves analyzing which placements, audiences, and creative assets perform best in terms of driving impressions, clicks, and conversions.
- Shopping Campaigns:
- In shopping campaigns, the learning phase helps Google understand which products and product groups are most likely to lead to conversions.
Factors Influencing Learning Phase Duration
1. Conversion Cycle Length
Understanding the length of your audience’s conversion cycle is crucial. Some products or services needs to go through multiple touchpoints before a conversion occurs. In such cases, the learning phase can be significantly prolonged. Some accounts report an average conversion cycle of 28 days or more. Patience is key when dealing with lengthy conversion cycles.
2. Industry and Product Complexity
The complexity of the industry and the product or service offered can significantly affect the learning phase. Industries with highly specialized offerings may require more time for Google’s algorithm to adapt and optimize campaigns effectively. Advertisers operating in these sectors must approach campaign management with a long-term perspective.
3. Post-Adjustment Learning
It’s important to note that the learning phase isn’t a one-time event restricted to the campaign launch. Major changes within your ad account can trigger a fresh learning phase. These changes include:
– Bid Strategy Alterations
Switching your bid strategy, such as transitioning from tROAS to tCPA, can reset the learning phase. Consequently, advertisers are advised to carefully evaluate the need for bid strategy changes and their potential impact on campaign performance.
– Significant Budget Shifts (20% or More)
A substantial budget increase or decrease can prompt Google to reevaluate the campaign’s dynamics, necessitating a new learning phase. Advertisers should be cautious when making significant budget changes and allow campaigns time to stabilize.
– Conversion Tracking Modifications
Any adjustments to conversion tracking, such as adding or removing conversion actions, can disrupt the learning phase. Advertisers should meticulously plan and test conversion tracking changes to minimize disruptions.
– Campaign Structure Overhauls
Modifying the structure of your campaign—such as adding or removing ad groups, changing targeting options, or reorganizing keywords—can initiate a fresh learning phase. Advertisers should be strategic and thoughtful when making such structural adjustments.
– Adjustments to Target CPA or Target ROAS Targets
Changes in your target cost per acquisition (CPA) or target return on ad spend (ROAS) goals can also prompt a new learning phase. Advertisers should carefully consider the impact of these adjustments and align them with their campaign objectives.
Industry Impact:
- E-commerce:
- In the e-commerce industry, the learning phase is crucial for understanding which products, audiences, and promotional strategies lead to the highest conversions.
- Real Estate:
- For real estate, where purchases are more considered and high-value, the learning phase may take longer to gather sufficient data on user preferences and intent.
- Travel and Hospitality:
- This industry may see fluctuations in the learning phase due to seasonal variations in travel behavior.
- Local Services:
- Businesses offering local services may have shorter learning phases, as the conversion cycle tends to be quicker.
Example:
Consider an e-commerce business that sells a range of products. If they launch a new shopping campaign, the learning phase will involve testing different product groups, ad formats, and bidding strategies to understand which combination yields the highest conversion rate and return on ad spend (ROAS). It may take a few days for the system to gather enough data to exit the learning phase and start optimizing delivery for the best-performing products.
Google Ads Learning Phase vs. Facebook Ads Learning Phase
The Learning Phase in Google Ads and Facebook Ads serves a similar purpose: to optimize ad delivery for better performance. However, they approach this process with slight differences. In Google Ads, the Learning Phase focuses on understanding the performance of keywords, ad creatives, and landing pages. It can last from a few hours to several days, influenced by factors like campaign history and competitive landscape. This is especially crucial for industries with high search intent, like e-commerce, where understanding the effectiveness of specific keywords is paramount.
On the other hand, Facebook Ads’ Learning Phase centers on audience targeting, ad formats, and creative content. It typically takes a few days to complete and is affected by factors like audience size and ad relevance. This platform excels at uncovering the optimal audience segments and creative formats, making it particularly valuable for visually-driven industries. Understanding these nuances in the Learning Phase of both platforms empowers advertisers to fine-tune their strategies for maximum impact and ROI.
Google Ads Learning Phase for New Campaigns:
When launching a new campaign in Google Ads, the platform MUST enter a Learning Phase. This initial phase can be more prolonged compared to ongoing campaigns due to the absence of historical data. The algorithm needs time to gather sufficient information about how different elements of the campaign, such as keywords, ad creatives, and audience targeting, perform in the real-world ad auction environment. As a result, the Learning Phase for new campaigns is characterized by a period of data collection and experimentation.
During this phase, it’s essential for advertisers to be patient and avoid making hasty changes. The system needs time to gather enough data to make informed decisions about which combinations of elements work best for achieving the campaign’s objectives. Making significant adjustments too quickly can disrupt the learning process and potentially lead to suboptimal performance. Advertisers should closely monitor key performance indicators (KPIs) and make gradual adjustments as the campaign progresses out of the Learning Phase.
Google Ads Learning Phase for Ongoing Campaigns:
In contrast, ongoing campaigns that have accumulated historical data experience shorter Learning Phases when adjustments are made. This is because the algorithm already has a foundation of data to work with, allowing it to adapt more quickly to changes in targeting, bidding strategies, ad creatives, or other campaign elements. For instance, if an advertiser decides to test a new set of keywords or introduces a different ad format to an existing campaign, the Learning Phase for these adjustments will typically be shorter than for a brand-new campaign.
It’s important to note that even with ongoing campaigns, the Learning Phase can still be triggered when significant changes are made. However, the duration is generally shorter compared to new campaigns. Advertisers should still exercise caution when making substantial adjustments and allow the system sufficient time to adapt and gather data before evaluating performance.
Optimizing Campaign Performance:
For both new and ongoing campaigns, understanding the nuances of the Learning Phase is crucial for optimizing campaign performance. Advertisers should carefully monitor KPIs, be patient during the Learning Phase, and avoid making impulsive changes. Additionally, gradual adjustments based on data insights and a strategic approach to testing different campaign elements can lead to more successful and effective advertising efforts on Google Ads.
Conclusion
The Google Ads learning phase is an essential component of campaign success when employing automatic bidding strategies. Advertisers embarking on this journey must exercise patience and realistic expectations. Recognizing the factors that can influence the learning phase’s duration empowers advertisers to make informed decisions and optimize campaign performance effectively.
In a landscape where instant gratification is often expected, advertisers must understand that true success in Google Ads is a gradual process. The learning phase is not a roadblock but rather a pathway to achieving long-term, sustainable results. By mastering the intricacies of the learning phase and adapting their strategies accordingly, advertisers can harness the full potential of Google Ads and drive lasting success in their online advertising campaigns.
