# How To Get OUT of Facebook's LEARNING LIMITED

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=mhjXEQZAbIo
Duration: 19 min
Language: English
Words: 4124
Transcript page: https://viewrankai.com/tools/youtube-transcript/mhjXEQZAbIo

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to show you how you can get out of facebook's learning limited if you see learning limited pop up as a warning alongside your ad sets you might be thinking that doesn't sound good how do i fix it how do i get out of learning limited that's what this video is going to be all about i'm going to walk you through a number of methods that you can use to get out of learning limited now before i get into that trying to very quickly ask you to smash that like button and subscribe to my channel if you're new i release

[0:25] facebook advertising related content all the time if that's something you're into if that's something that's going to help your business i strongly recommend you go ahead and subscribe okay with that said what i've done is i've brought up the um i'm in facebook's business help center and i've got the learning limited pager because they recommend a number of strategies for getting out of facebook's learning limited that's what i'm going to talk about but what i'm going to do is talk about whether they work which ones you do and don't want to do it's not simple as just go ahead and follow all of them before we get into that i

[0:53] want to very quickly mention what learning limited is and explain it so learning limited is where your facebook ad campaign actually is normally done at the ad set level where your ad set has not generated enough optimization events in order to facebook to have enough data to fully optimize the ad set so what's an automation optimization event it's whatever it is that you are asking facebook for so an optimization event could be a link click if you're running a traffic campaign it could be a video view if you're running a video views campaign and of course most of the time it's going to be a conversion event something like

[1:29] lead purchases that's triggered by your website if you're running a traffic campaign a video view campaign these very uh very rarely end up in learning limited because it's very easy to generate 50 or more optimization events per week with those campaign objectives with a conversion campaign particularly if you're optimizing for purchases or leads or something that's lower down your funnel which is what i'd recommend by the way and i'll include a link in the description to a video talking more about that about the conversion events you want to use um then it may not be possible or it may be very difficult for you to reach 50

[2:01] conversions there's lots of i see comments all the time from people saying things like i don't generate 50 purchases a week or even close to it i'm in learning limited what should i do about it so so that's what learning limited is about it's an inability to get out of the learning phase whenever you launch a new ad set or make a significant adjustment to an ad set it goes through the learning phase i'll include a link in the video description to more information about the learning phase and if you don't generate those 50 or so it's not exact those 50 also optimization events usually conversions

[2:32] within let's say a week you're usually going to end up in learning limited um and you know and that's what's going to and that can potentially cause issues that's what the learning learning limit is on facebook right so that's basically what facebook's explaining up here now here they have this troubleshoot section this is a really interesting part there are multiple ways to fix learning limited ad sets to improve performance now i find that very interesting facebook's talking about learning limited as though it's something that needs to be fixed okay you can make adjustments to get out of learning limited but it's not necessarily something that needs to be

[3:10] fixed as in it's broken if your ad set is in learning limited there are many businesses that are never going to generate more than 50 optimization events per week and that's absolutely fine and they can advertise on facebook and they can succeed if you're a very high-end service provider for example you might only want five leads a week because 50 would be way too many you know you only work with a handful of clients every year if it's big project-based work we've got a number of clients like that really big project-based work and each project's going to be hundreds of thousands of dollars maybe even millions they might

[3:42] only do two or three in a year think of like the design and build industry and things like that right and they don't want 50 leads a week that would be way too many so you can run campaigns perfectly well with ad sets that are in learning limited that's the first thing i want to really talk about learning limited it's not this the campaign will not perform unless you get out of learning limited facebook kind of make it out like it is it's not the case you have to prioritize your business's objectives over the optimization of a facebook ad campaign i get questions for people all the time saying asking things

[4:14] like i've run out of stock should i turn my campaigns off i'm worried that that's going to mess up facebook's delivery systems like well if you're out of stock or nearly out of stock yes turn them off it's more important that you prioritize that stuff over the facebook's delivery methods and machine learning process being as optimized as possible and that absolutely applies to learning limited if it makes sense for your business to only get 10 conversions per week you will be in learning limited and that is absolutely fine okay so that's the first thing i wanted to highlight is you can operate well within learning limited

[4:43] don't feel like it has to be something that you fix that being said with all things being equal a campaign that is got the active notice alongside your ad sets as opposed to learning limited is usually going to perform better you're going to get a lower cost per conversion okay um right the first let's let's go through these in order because i think these are these are really interesting the first thing i'll talk about is combining ad sets and campaigns so for example if you've got two or three different campaigns running if you've got um you know three or four different ad sets within a campaign facebook would

[5:16] recommend that you effectively bundle those into one campaign or one asset and that can certainly help why does it help larger audiences definitely helps you get out of learning limited so if in doubt a larger audience and that's one of the first things we'll check if we see learning limited we go okay what's the audience size can we increase this yes it's two hundred thousand right can we get that up to eight hundred thousand we you know it's it's four hundred thousand right now can we get that up to two million for example again i'll include a link in the description below to another video talking all about ideal audience

[5:48] size because that's an important thing to be aware of and to know about so it can help in terms of combining audiences it can help in terms of making your audiences larger and also what you're doing is you're centralizing the budget so instead of say having i don't know let's say you're spending 100 a day if that's split across three different ad sets we're going to generate less conversions in each ad set whereas if you obviously put all 100 into that one ad set there's more likely you're going to get more conversion events within that ad set therefore it's more likely to get out of the learning phase and you'll see

[6:21] facebook's learning limited warning disappear so yes it will help and it will help your performance but you have to weigh up the pros and cons of being able to test now i'm a big fan of say using one interest per ad set because then you can accurately see exactly how that interest performs and that allows you to make adjustments going forward so if say you've got four interests you want to target and let's say that you know three of them perform not so great and one does really well well then you could just focus on that one that does really well if you combine them all into one ad

[6:53] set you're going to get a blended average you'll never know which ones performs the best so combining ad sets and campaigns can help you get out of learning limited and help you in the short run because it'll help improve your performance but does it hurt you in the long run because you don't have as accurate data with which to optimize your ad sets turn off assets so what i would usually recommend is don't do that don't combine ad sets and campaigns to get out of facebook's learning limited initially when you're testing lots of different targeting options and trying to find those great options but once perhaps you've got

[7:25] targeting options that you know work really well you've tested them extensively and you're more into a phase where you're testing stay ad creative and you want to combine at that point then yes you can do so if you're stuck in learning limited and want to see the effects you'll have getting out to them that's the first one second one is expand the audience this we already touched on it's one of the advantages you get from combining adsets and campaigns but larger audiences basically help with all of facebook's machine learning processes they just have more options more data more testing to do you also usually will generate more conversions

[7:59] if you've got a larger audience than a smaller one obviously there are exceptions like retargeting audiences but that's something that's an easy go-to and that would often be one of our absolute first like there are downsides to combining um ad sets and campaigns that i've just outlined expanding your audience is yeah not really any downside to doing that you can go ahead and do it so easy ways to do that would be things like turning on detailed targeting expansion i've got a video on that if you're interested um it would be using a higher percentage lookalike audience if you've got a one percent change that to

[8:27] a three percent something like that uh maybe it's targeting more countries perhaps it's using broad interest lots of different ways you can do that okay right the next one number three raise your budget so that is by far the most effective way to exit learning limited is to increase your budget if you increase your budget enough you will almost certainly generate more than 50 optimization events per week and you will get out of learning limited sounds like a simple fix now there's obviously massive downsides with raising your well i should say massive potential downsides with raising your budget can you afford to do so do you have the

[9:07] ability to deliver on those products or services when you scale when you increase your budget that very often is accompanied at least initially by an increase in cost per conversion so let's say your campaigns are profitable right now but stuck in learning limited if you go in triple or forex your budget yes you might get out of learning limited but that might result in the campaign's no longer being profitable so i don't like raising budget just to get out of learning limited i think you want to be raising budget for other reasons as well like the campaign's doing well and you're wanting to scale and i'll include

[9:39] a link to another video all about scaling um though strongly recommend you go through it shows you how to exactly how to do it budget wise if you're interested like really check that out again link will be in the description lots of links but trying to be as helpful as possible um i think you want to be raising budget for other reasons as well not just learning limited because i think the overall um difference to your campaign by just raising budget and often having to do so significantly to get out of learning limited it's just not worth it okay you have to weigh these things up in

[10:08] terms of pros and cons right if your campaign performs let's say 15 to 20 better by not being in learning limited okay that sounds good but if it performs if your cost per purchase doubles because you're now spending three times as much and you didn't do it in a nice stepped approach your net worse off by doing that and i think that's part of the reason if i'm being a bit cynical a bit skeptical why facebook introduced the learning limited warning and why they talk about it as being a problem that needs to be fixed is because they're trying to encourage you to raise your budget

[10:43] obviously you do that facebook makes more money you know there's there's incentive there that's that's fairly obvious um if the reason why your ad sets are in learning limited and you're say generating 30 optimization events per week 30 conversions don't go and double your budget just to get out of learning limited do it in a proper approach scale the campaigns for other reasons as well like you have capacity and they're doing well and you want to spend more and you want more purchase or more leads or whatever okay that's really important and raise your cost control that is absolutely one i'd recommend that you do do

[11:18] um either to be honest if you're stuck in learning limited i would usually look to just remove bid caps cost caps and things like that in general i'm not a huge fan because they do get in the way of facebook's machine learning process facebook's delivery systems if i'm going to use a cost cap or a bid cap or something like that i will usually look to do so after my campaign well the ad set specifically has already gotten out of the learning phase it's already gotten out of learning limited and it's just active and running properly and then we look to introduce it because at the

[11:48] beginning your let's say cost per conversion is going to fluctuate a lot you're going to see a lot of variation and yeah having learning limited in having sorry a cost gap in there just makes it more likely that that process gonna be interrupted which i absolutely don't want makes it more likely you're gonna get stuck in learning limited um so yeah just it's easy especially during that first week or two to not run big caps or cost caps or remove them if you already have um them in there okay and then the fifth one um is change your optimization event now what that would be for an example would

[12:21] be let's say you're optimizing for purchases and you're generating 25 purchases per week you're still in learning limited you haven't quite been able to get out of it you're not generating the 50 you need so you change to add to cart because that's how you look in your ad account you generate three and cards for every one purchase great so you're generating 75 ad cards per week um or 25 purchases so you think fantastic i'll be out of learning limited if i optimize for that to cars i'm not a big fan of making this adjustment yes your campaign will be able to fully optimize if you get out of learning

[12:52] limited and optimized for add to carts but your campaign is then fully optimizing for something that at the end of the day you don't really want i mean of course you want add to carts but it's not what you really want you really want purchases so you could have a campaign that is fully optimized and brilliant at generating ad cards or you can have a campaign that is say partially optimized it's not like facebook won't optimize your campaigns if it's in learning limited of course they will they just can't quite do it as well um partially optimized campaigns going for exactly what you want like purchases in

[13:23] my experience nearly always outperform fully optimized campaigns going for something like add to carts it's like you know do you want someone who's absolutely brilliant as good as they can possibly be but they're going after something that's not really the objective you're just hoping that as a side you get the objective or do you want someone that's perhaps not quite as good who's just absolutely dead on what you want i think you want the person going exactly for what you want and the same applies to to facebook ad campaigns okay um i think if you want to experiment with changing your optimization event that's fine but don't be surprised if for example

[14:00] you're currently generating let's do the three to one example 75 up add to carts per week 25 purchase per week when you have a conversions campaign optimizing for purchases let's say you go ahead and optimize for add cards instead you might go from 75 um add to carts per week all the way up to say 125 add to carts per week but you may end up seeing less purchases we see that happen all the time because facebook is very very good at getting you what it is that you're after what it is that you want and so hopefully that's given you some ideas on how you can get that learning limited

[14:32] and not just some ideas but also some context around which ones you do want to do and when and which ones you don't want to do very important you don't just want to okay i'll just go through all this list i'll combine all the ad sets i'll make my audiences larger i'll 3x my budget i'll get rid of all cost caps i'll change my optimization event yeah that's going to get you out of learning limited but it might absolutely wreck the performance of your campaigns you might be just disastrous in terms of other things that you do okay so just be very careful other thing i want to

[15:00] mention about learning limited is it's very often inaccurate so we've got i can go into clients ad accounts right now and take a look at ad sets that have 500 conversions and generate well more than 50 per week that are in learning limited or say they're in learning limited no idea why and the flip side we've got ad sets you know you sometimes you see it's got seven purchases in their total and it says active and you're like right so it's quite an inaccurate it i think in general it's useful to know and certainly helpful and certainly something that you might want to address in the ways that i've described don't

[15:34] treat it like it's the devil and just change everything in order to get out of learning limited but it's not this like everything needs to change everything needs to be done to get out of it it's not the the disaster that people think it is that i see from comments and things like that okay that's um something i really wanted to talk about so you know go through those make the adjustments i've talked about not the ones i haven't and i think you're gonna have overall better campaigns and at the end of the day don't panic if you are stuck in learning limited it's not the end of

[16:05] the world by any means okay before you go a couple of things i want to mention the first is that my company lead guru is a facebook ads agency um and we provide done-for-you services for clients so we create manage and optimize facebook and instagram ad campaigns and we have a minimum budget requirement for our clients at 3k per month but if you meet that criteria you can absolutely go ahead and book a free call with one of my team members just click on the again another link in the video description below um where you can just be taken through to our website you can book a

[16:32] call we can just completely no obligation informal just find out more about your business you can find out about our services what we charge all that sort of stuff and yeah hopefully we'll have a chance to work together and hopefully we'll be able to get you much better results uh because of that other thing i want to mention which is fairly new is that i've added um youtube channel membership options you can now become a member of my channel um and members get certain advantages right so you see that down below next to the subscribe button there's a join button and i said members get certain

[17:01] advantages so i'm now getting so many comments on my videos in total which is fantastic i'm really appreciative of that that i'm just not able to get to them all so i'm gonna be prioritizing member comments okay so if you become a member i can see exactly you know i can filter for member comments and i can take a look and i can answer um those first i will of course try and engage and interact with comments from people who aren't members but that's one of the advantages they get is they're going to have priority over that and i know that often you guys have questions for me that are really

[17:29] important might make a big difference to your business so i'm absolutely going to do my best to um to answer those and you also get to participate in member-only polls so i'm going to be asking my members what sort of video topics they want me to create things around so if there's a particular feature like i really want to talk about you know the conversions api or something like learning limited for example then that's absolutely fine that's really useful information you can have a say in that sort of stuff and then as well you know i've had lots of people over the years of doing this thousands

[17:57] probably definitely hundreds people saying i really appreciate the work you do the videos have really helped me in my business how can i you know pay it back how can i help well becoming a member is absolutely a way that you can go and do that i said you click on the join button you'll see that for a relatively small monthly fee you can become a member it's got all the details in there and um yeah if you want to support the channel help me dedicate more time to creating content and that's a that's a great way to to go about doing it i'll be much appreciated

[18:24] of course if you don't that's absolutely fine as well you know very happy if you just keep watching my videos and and commenting and being involved and i'll do my best to you know still engage and all that sort of stuff but that is now um an option so i wanted to let you guys know about it because i did that in fairly uh fairly recently thanks a lot for watching guys um as i said comment below whether you become a member or not go ahead and pop the comments let me know what you think about this always after feedback on my videos and please hit that thumbs up button that really

[18:51] helps me out and of course subscribe to my channel and if you haven't done so already release facebook and instagram advertising content all the time and yeah i'll talk to you soon thanks a lot guys bye for now

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