Google Ads Learning Phase

Introduction

• Discussion on the learning phase in Google Ads campaigns.
• Importance for advertisers to understand what happens during this phase.

What is the Learning Phase?

• Occurs when creating a new campaign or making significant changes.
• Google tries to understand how to spend the budget effectively.
• Applies primarily to campaigns not using manual CPC (Cost Per Click).

Manual CPC vs. Smart Bidding

• Manual CPC: Advertiser sets bids directly; no learning phase involved.
• Smart Bidding: Google learns how to optimize bids based on set strategies.
• Migrating to Smart Bidding or making major edits can trigger a return to the learning phase.

Reasons for Entering the Learning Phase

1. New Campaign Creation
   • New campaigns in smart bidding strategies automatically enter learning phase.
2. Changes to Existing Campaigns
   • Significant edits (e.g., changes in CPA target) lead to re-learning.
3. Budget Changes
   • Major increases/decreases in budget require Google to adapt.

Duration of the Learning Phase

• Duration varies based on several factors:
  1. Conversion Volume
     • Campaigns with low conversion volume take longer to learn.
     • More conversions provide better data for Google to learn from.
  2. Latency Period (Conversion Cycle)
     • The time between ad click and conversion affects learning time.
     • Shorter cycles (e.g., e-commerce) allow faster learning compared to longer cycles (e.g., B2B).
  3. Bid Strategy Complexity
     • More complex bidding strategies require more time to learn.
     • Simple strategies (e.g., maximize clicks) typically learn faster.
  4. Historical Account Data
     • Campaigns with historical conversion data learn quicker.
     • New campaigns without history may take longer to exit learning.

After Exiting the Learning Phase

• Successful exit leads to an eligibility status and effective budget spending.
• If Google struggles to meet targets:
  • Limited by Bid: Campaign can't achieve the set CPA; may need to adjust targets.
  • Limited by Budget: Campaign meets targets but lacks budget; consider increasing budget.
  • Limited by Volume: Keywords/targeting may be too narrow; Google recommends increased spending.

Managing Low Volume Campaigns

• Low volume isn’t inherently negative; profitability matters more.
• Maintain focus on business goals rather than just Google’s suggestions.
• Understand potential profitability in niche markets without expanding targeting unnecessarily.

Conclusion

• Engagement with audience encouraged: share experiences in comments.
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