Welcome to the Marketing Mix.
Today’s topic: Digital Advertising Learning Phases
The learning phase is a critical period for digital advertising campaigns during which platforms like Facebook and Google gather data to optimise ad delivery.
Editing your ads during this phase can lead to poor performance and wasted resources. Here are five reasons to hold off on making any changes until the learning phase is complete.
Disrupts Data Collection
When you make changes, it resets the data collection process, making it difficult for the platform to accurately gauge what works and what doesn’t. It is important to remember that the algorithm needs a steady stream of data to learn.
Inconsistent Metrics
Once you change your ad copy, images, or targeting criteria, the metrics from before the change can no longer be directly compared to the new data. This inconsistency makes it challenging to determine what strategies are effective and what needs improvement.
Extended Learning Phase
Each time you edit your ads, you prolong the learning phase. This extended period means that it will take longer for your ads to optimise fully, delaying your campaign’s success.
Increased Costs
Frequent changes may mean that you end up paying more for clicks or impressions because the system is trying to relearn the optimal bidding strategy.
Incorrect Insights
Insights are crucial for future campaigns and can inform your overall marketing strategy. Making changes too soon can rob you of valuable lessons for future campaigns. Patience is key during the learning phase of your digital ads. Giving your campaigns the time they need to flourish, and you’ll be rewarded with improved performance and greater success.
Ready to make the most out of your digital advertising?
