- Apr 14, 2013
- 2,042
- 735
Facebook calls them "Significant Edits" and they include:
- Any change to targeting
- Any change to ad creative
- Any change to optimisation event
- Adding a new ad to your ad set
- Pausing your ad set for seven days or longer
- Changing bid strategy
Every time you make these 'edits' you re-enter the Learning Phase.
The learning phase is the period when the delivery system still has a lot to learn about an ad set
To put it mildly, it's like going back to square 1
How 'significant' are these changes?
Pretty significant!
So what should you do as an Ads Manager?
- Don't touch your setup during the learning phase
- Avoid unnecessary edits
- Create fewer ads & ad sets in order to combine learnings
What do you do when you HAVE to make one of these edits?
- DUPLICATE AD SET -
Duplicating an ad set will have a lower impact than duplicating a campaign.
A new campaign will compete against your original campaign (undesirable)
However, a duplicate ad set will compete with the other ad sets (desirable since you want a winner ad set anyways)
What's the catch?
The ad set could increase the average frequency of the same ad to the user if the audience is unchanged.
It can take budget away from other ad set or none at all (based on algorithm present learnings)
Continue your learnings:
1. About the learning phase - https://www.facebook.com/business/help/112167992830700?id=561906377587030
2. Significant edits and learning phase - https://www.facebook.com/business/help/316478108955072?id=561906377587030
3. Last significant edit - https://www.facebook.com/business/help/942374239243867
- Any change to targeting
- Any change to ad creative
- Any change to optimisation event
- Adding a new ad to your ad set
- Pausing your ad set for seven days or longer
- Changing bid strategy
Every time you make these 'edits' you re-enter the Learning Phase.
The learning phase is the period when the delivery system still has a lot to learn about an ad set
To put it mildly, it's like going back to square 1
How 'significant' are these changes?
Pretty significant!
So what should you do as an Ads Manager?
- Don't touch your setup during the learning phase
- Avoid unnecessary edits
- Create fewer ads & ad sets in order to combine learnings
What do you do when you HAVE to make one of these edits?
- DUPLICATE AD SET -
Duplicating an ad set will have a lower impact than duplicating a campaign.
A new campaign will compete against your original campaign (undesirable)
However, a duplicate ad set will compete with the other ad sets (desirable since you want a winner ad set anyways)
What's the catch?
The ad set could increase the average frequency of the same ad to the user if the audience is unchanged.
It can take budget away from other ad set or none at all (based on algorithm present learnings)
Continue your learnings:
1. About the learning phase - https://www.facebook.com/business/help/112167992830700?id=561906377587030
2. Significant edits and learning phase - https://www.facebook.com/business/help/316478108955072?id=561906377587030
3. Last significant edit - https://www.facebook.com/business/help/942374239243867
