#learning-phase

5 notes tagged “learning-phase”.

• How many ads per ad set, and the minimum budget for a Meta campaignPractitioner numbers for ads per ad set (10 to start, 15–20 diverse concepts in a consolidated ad set, 3–6 per concept test, ~20 for ASC) and minimum daily budgets (≥3× target CPA, ≥$100/day for ASC, $100–300 per concept test).
• How to raise a Meta campaign's budget — automated rules, stepped increases and the scaling ceilingBen Heath's two scaling methods (automated rules, +3%/day when 7-day CPA is under target, −3% when over; or manual steps of 50→100→150…→1,000 with shrinking percentages every 5–10 days), Jon Loomer's pre-check (is it scalable among new audiences / 1-day click?) and ~15% steps, why increases cause temporary instability, finding the scaling ceiling — and why not to duplicate campaigns.
• Signal engineering — auditing and shaping the conversion events ad platforms optimise onFirst check what conversion data actually reaches Meta/Google (duplicates, wrong optimisation event), keep "what the platform needs" separate from "what the business wants", and engineer enough purchase events (e.g. ~20/day per campaign in gaming) for campaigns to exit learning.
• Starting a new or low-volume Meta ad account — the simplest setup that can workWhat to do (and never do) with a brand-new or budget-limited Meta account — run in Ads Manager not boosted posts (iOS boosts add ~30% Apple fee), check purchase/lead events don't fire on page load, optimise for the purchase not add-to-cart or traffic, one campaign + one ad set + 1–2 ads, broad and unrestricted, leave it 1–2 weeks — plus Jon Loomer's fallback to a cheaper front-end product or leads.
• Testing campaigns vs evergreen campaigns for app ads on Meta — forcing spend and graduating winnersHow subscription-app media buyers separate creative testing from evergreen campaigns on Meta — Samet Durgun's install-campaign funnel (200 ads on Android → 10 on iOS → 2 hero creatives), automated rules that cap spend per ad so every ad gets tested, and graduating only on cost per purchase after the trial window.