# AVOID the Learning Phase with this Simple Trick! (New Update!)

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=G86fFygMN1U
Duration: 10 min
Language: English
Words: 2262
Transcript page: https://viewrankai.com/tools/youtube-transcript/G86fFygMN1U

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[0:00] the Facebook ads learning phase is something that Facebook advertisers have feared and tried their absolute best to avoid for years here's Johnny well that just got a lot easier because meta is now providing us with a very useful piece of information let me show what I'm talking about So Meta is now telling us how much we can increase the budget of a campaign or ad set byy without it re-entering the learning phase now Facebook advertisers have been trying to avoid re-entering the learning phase when they scale for years they've been trying to guess how much can we increase the budget by without re-entering the learning phase is it is it 10% is it 20%

[0:34] is it a different amount is it over a certain time period Well Facebook's obviously aware of this and they just said here you go here's the information we're going to tell you exactly how much you can scale by without triggering U the learning phase again now that's really useful information it also completely makes sense from meta standpoint because if they tell us how much we can scale and as you'll see in a second we can scale by more than we originally thought we would be able to um it allows advertisers to scale more more quickly it allows us to scale easier that's Obviously good for advertisers it's also

[1:05] good for meta as a business because if we scale we spend more they make more money Etc okay so let me show you what this looks like so let's get into what this means and how this might adjust uh your behavior as a Facebook Advertiser when it comes to scaling and setting budgets and things like that because I think there are some very interesting knock on effects from this okay so before I do that first thing I need to say here is that if we just cancel this for this campaign and this obviously applies to adset level as well um you won't see this available for every

[1:30] campaign every adset so if I go ahead and click on to this one for example there is no prompt no message letting me know how much I can scale by so any AD set or campaign that is in the learning phase still or in learning limited you're not going to see this on it's also not available on some other um campaigns and adets where we feel like it should be and we can't really work out why it isn't just to let you know that sometimes it's not going to be this campaign for example is also active also High performing it's not um within the learning phase it's not learning limited

[1:59] and also this feature is still in roll out some ad accounts just simply don't have it at all so with those caveats in mind just to let you know in case you come in and check and going hang on I can't see it why is it available in some campaigns not other campaigns all that sort of stuff just to let you know that currently that's a thing I imagine this will be rolled out to uh all ad Accounts at some point and that it will be more and more available across different ad sets and campaigns as long as you spent a bit of money and and meta is able to

[2:26] calculate um what the percentage increase is is going to be within that campaign or adet budget wise without re-entering the earning phase so that's one thing I need to quickly mention now the next thing you probably notice if I click back into into this um campaign here is that the increase is much larger than you may have heard a lot of people recommend um an increase from $195 to$ 349 is roughly a 75% increase okay that's much larger than the 10% 20% that people have often talked about and I've actually talked about this for years because this is what we've seen within the ad accounts that we run for our CLI

[2:59] cents is that you can increase by much larger increments but just don't do it as often especially when you are at lower budget level so this campaign is $195 is not a huge budget we can increase a good 75% here um or so without running into problems that would not be the case if we were spending say 10 times as much if we were spending almost $2,000 a day we wouldn't be able to increase that to $35,000 a day and you would see that number change and and we can see that across the various ad accounts that do have this feature and that makes complete sense right because

[3:30] meta is really good at working out who within your target audience are your best possible prospects so they start by advertising to them as you spend more yes you're still advertising to your best prospects but perhaps the next sort of tranch of prospects aren't quite as hyperresponsive aren't quite as into what you're advertising so the results from advertising those people aren't quite as good and then you sort of go on and on and on as you as you move out in in like concentric circles to people that are not that interested and you have to do a lot of work as an Advertiser to get them interested um in

[4:00] your product and service and get them to take action that's kind of how it works that's a a um a side effect of meta's machine learning process their algorithm and how good they are identifying your best possible Prospect so you can't scale in as larger increments when you're spending more there's no fix percentage and this has confirmed our point on that what we know for years it also means as you can see here that you can scale in larger increments than the 10% that's usually recommended um without reentering the earning phase here 75% you could be able to scale by 50% you will see the number where that's

[4:33] available and even if you don't see it in particular adsets or campaigns and you see that in this one we can increase by 75% there's a good chance that if we were to pop out of here and jump into um this campaign that if we were to increase this by 25 30% that's not going to reenter the learning phase is it because if the other one can increase by that larger number we're going to have something probably similar with our other adsets and campaigns even if meta is not actually displaying the number so another thing to to keep keep in mind very quickly I've got some really

[5:01] exciting news I've launched a new mentorship program to help you explode your business's revenue and profits through paid ads and marketing now in this mentorship program myself and my team will Mentor you daily literally every single Working Day and because of that spots are very limited so if you're interested you can click on a link in the video description below and book a call with one of my team members who can explain everything about the mentorship program and how it works I'm really really excited about this and I hope to be working with you and mentoring you very soon okay so given this information how does that affect how we should scale

[5:31] as Facebook and Instagram advertisers well I think that if you're scaling manually I'm talking more about um an alternative option to scaling in a minute but if you are scaling manually it makes sense to make sure that you scale within the increment that meta is telling you so for example with that campaign going from $195 we wouldn't want to go to $400 that would certainly re-trigger the learning phase met have let us know that information why would we do that it's best to avoid the learning phase if you can although I do think that a lot of meta advertisers are overly fearful of the learning phase

[6:02] it's not the end of the world we have plenty of client accounts that campaigns and adsets that are performing well um in the learning phase in learning limited depending on the business sometimes it's just not possible to operate at conversion volumes that that get you out of the learning phase if you're going after you know very small number of leads for example but they're incredibly valuable each one you're unlikely to hit the 50 conversions a week or so that's typically needed to uh to get out of learning phase so so it's not the end of the world if you need to make adjustments to your ads to your

[6:31] adsets and that's going to re-trigger your learning phase that's absolutely fine but if we can avoid it easily and meta is showing us exactly how we can then just make sure that you do um increase that uh that budget beneath the number The Meta says is the maximum to re-trigger the learning phase I also think that once you make that increase you want to give that campaign a good bit of time my historical recommendation has been about 7 Days um and what we're seeing is that once we've made that adjustment meta won't provide us with with a new number that we can scale to in those campaigns and adets um sort of

[7:04] from the next point so let's say in this example here we got $195 if we go to to 349 well meta is not going to tell us immediately as soon as we make that change or you can also go to 700 and not re-trigger the learning phase no it's going to need a bit of time to to recalculate that is what we're seeing at the moment that might change and that might vary between AD accounts because there's a new feature and those things often happen but you're going to want to give it a bit of time I think a a good Benchmark is about 7 Days see how your

[7:29] performance is and then you can look to potentially scale again and hopefully meta gives us that number again based on the new budget level and where we can now scale to now just because we're going to be scaling and not triggering the learning phase not reentering learning phase that doesn't mean that our cost per conversion isn't going to increase or our Rass isn't going to decrease as you scale the vast majority of the time you are going to see usually a relatively slight but noticeable drop off in performance when you compare a cost per conversion or a return on ad spend uh metric and that's simply

[8:02] because of what I already talked about right meta when you're spending smaller budgets is going after those hyper responsive those best possible prospects the more money you spend the more people they're advertising to they start with the best possible prospects and they have to sort of expand out to people that are perhaps not quite as good not quite as Keen in terms of being interested in your products and services and ready to buy okay so that's that's fairly inevitable that's not going to not happen just because we aren't re-entering the L phase and something that you need to be aware of now that doesn't mean you shouldn't scale of

[8:28] course because by scaling yes you might um have a slightly worse return on ad spend or you might pay a little bit more per purchase or per lead but you're likely to generate many more purchases many more leads um and that might be better overall for your business it often is and that's often why we're working hard to scale client campaigns um to acquire more customers reactivate customers and do all that sort of good stuff but what we should see with this making sure that we scale without reentering the learning phase is that we don't get that crazy fluctuation the first couple of days after the budget

[8:58] has been increased we used to get if you increase your budget um by too much and you go into the learning phase those first couple of days after you've increased that budget the results are all over the place meta sort of relearning and and we used to sort of discount those two days in terms of assessing how our campaign performs at the high budget level and give it 48 hours and then assess from that point to see how it performs at the high budget level I don't think that's going to be necessary going forward that is of course if you ensure that you don't go over that number and and reenter the

[9:27] earning phase so I think we're going to see more stability whilst we're scaling which is good so using this information to scale is certainly helpful but there is a new Facebook ad scaling method that we are using more more and that doesn't take you anywhere near the learning phase I demonstrate exactly how it works in this video here and if you want to scale your Facebook ads and your Instagram ads and you don't want to wreck your results I strongly recommend you take a few minutes and check this out

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