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What is machine learning?

Machine learning helps deliver the right ad to the right audience by using predictive analytics and algorithms. It helps improve ad performance by shifting spend to wherever the system is most likely to achieve the best results, based on your campaign goals. This process is known as liquidity.

Optimize your campaign setup so your ads get smarter, faster

Each time an ad is shown, Meta’s ads delivery system learns more about the best people and places to show it. The more your ad is delivered, the better the system becomes at optimizing its performance. This initial period, called the learning phase, is when the system is still gathering data about your ad set. During this time, performance may be less stable and cost per result can be higher. The learning phase occurs when you create a new ad or ad set, or make a significant edit to an existing one. Understanding how machine learning powers your ads can help you set up your campaign for maximum results.

Best Practices for Setting Up and Managing Your Campaign

1. Avoid frequent editing: Significant edits restart the learning phase. Let your ads run without frequent changes so the system can learn and optimize more quickly.
2. Limit the number of ad sets and ads: Running too many ad sets at once can prevent them from exiting the learning phase. For best results, use distinct images or videos and run no more than five ads per ad set.
3. Use broad audience targeting:Broad targeting increases your potential audience and gives the system flexibility to find people most likely to take your desired action. This can lead to better results and help you discover new audience segments.
4. Opt into Advantage Campaign Budget: This feature, formerly known as Advantage+ Budget, automatically manages your budget across ad sets to drive the most results for the lowest cost. You set one campaign budget, and the system spends on the best performing ad sets.
5. Expand your placements: Advantage+ placements, previously known as Automatic placements, allow the system to find the most cost-efficient options across Facebook, Instagram, Audience Network and Messenger. With more options, the system is able to determine in real time where ads will get the best results for the lowest cost.

The learning phase is essential for helping the delivery system optimize your ads, so you shouldn't try to avoid the learning phase. Testing new creative and marketing strategies is essential for improving your performance over time.

To learn more about the Learning phase, significant edits, and learning limited, click here.