Google Ads is a fantastic tool for reaching potential customers and boosting your business growth. But behind the scenes, there's a crucial element that often takes newbies by surprise – the Learning Phase.
In this blog post, we'll dive into what the Learning Phase is, why it's essential for your advertising campaigns, and answer a few frequently asked questions we've received from our clients at Website Success:
What is the Learning Phase?
The Learning Phase is a period during which the Google Ads algorithm gathers data and optimises your campaign's performance based on that data. Think of it as a 'digital training period' where Google's system learns how your ads perform in different contexts and adjusts accordingly.
Why is it Important?
The Learning Phase directly impacts the effectiveness of your Google Ads campaigns. During this phase, the algorithm explores various audience segments, keywords ad placements, and bidding strategies to find the most effective combination for achieving your campaign objectives. Allowing Google Ads to complete the Learning Phase gives it the chance to fully optimise your campaigns for the best results.
How Long Does It Take?
The duration of the Learning Phase can vary depending on factors like campaign complexity, budget size and audience targeting, but also the volume of searches for your keywords, products, services. Niche businesses particularly can struggle to get the volume of impressions needed to gather sufficient meaningful data for Google Ads to learn effectively, which can impact on the overall performance of ads for niche businesses too.
Generally, it takes about 7-10 days for the algorithm to gather enough data and stabilise performance, but it can also take as long as 4 weeks. For campaigns with significant changes, Google may need to reset parameters / test more elements so the Learning Phase might extend beyond this timeframe. If there are too many adaptions, it may even restart the learning phase, so we advise against any fiddling.
As a digital marketing agency, we keep a close eye on this phase, to make sure nothing goes awry! Google has been known to throw in random keywords for larks, so we check ads a couple of times a day during the learning phase…
Can The Process be Accelerated?
Typically, Google shortens the learning phase if there's historical data available to determine ad placement quickly. However, for newly built websites with no data, the learning phase usually takes about a week before gaining impressions. In these cases, the entire first month may be considered the learning phase. Machine learning requires substantial data to make recommendations and determine proper ad placement – it’s best to leave Google to do its thing!
By understanding and respecting the Learning Phase, you can help ensure your Google Ads campaigns are as effective as possible. Happy advertising!
If you’re in need of a helping hand when it comes to your Google ad management, or you’re interested in our other PPC services, contact our Chichester office today on 01243 684661 or click here to book a chat in the diary.
