The Art of Online Business

Are Your Facebook & Instagram ads In Learning Limited? Do This First!

• Kwadwo [QUĀY.jo] Sampany-Kessie

Share episode

Seeing “Learning Limited” on your Facebook or Instagram ads can feel scary, but it’s usually not the problem people think it is. 

  ‍‍ ‍‍

  ‍‍ ‍‍

I explain how I actually evaluate learning-limited ad sets, which numbers I watch, and when it makes sense to leave them running. 

I also share when increasing budget can help, when duplicating an ad set is the smarter move, and when it’s time to shut it off.



‍‍ ‍‍ ‍‍
‍‍ ‍‍ ‍‍
‍‍ ‍‍ ‍‍
‍‍Watch this episode on YouTube!


‍‍ ‍‍ ‍‍

Please click here to give an honest Rating/Review for the show on iTunes! Thanks for your support!



‍‍ ‍‍ ‍‍

Kwadwo [QUĀY.jo] Sampany-Kessie’s Links:

SPEAKER_00:

What do you do when your meta ads, i.e. Facebook and Instagram ads, slip into Learning Limited? Is that the end of your ads? Should you just turn off the ad set? I think not. Here's how you decide whether or not you should turn off the ad set. And here's some other answers to questions like can you still scale ads that are in Learning Limited? And as a course creator, could you even do something to the ads to get rid of the learning limited thing? Is it is it a death nail, so to speak, for your ads and all that kind of stuff that I figured out from running ads for all these years? Let's get into it. First of all, what is learning limited exactly? And do you need to turn off those ads? And then we'll go into nuance. Learning limited is is just when quite literally the meta algorithm does not have enough data, which usually comes from sales or leads within a given time to algorithm to learn about your ads and continue to optimize performance. And so meta has displayed learning limited, just means the algorithm can no longer really learn and optimize as optimal a way as possible. I say that, which sounds weird, but you do not have to turn off your ads if they slip into Learning Limited. However, you must watch your ad results on a daily basis. This is what I have told my junior and ad managers who I've trained and people who I coach, and it's what I do for every single client. If ads slip into Learning Limited, then I watch those ads. I watch ads every day, but I watch them like a hawk. And I look at a four-day average, thus to not react to any given blip one day after another. Of course, that four-day average, I can tweak things as far as what I'm looking for. If an account is spending like$800 per day versus say just$50 a day, all right. Apply this knowledge to your business and to your business context. All right. Don't just take anything I say as blind gospel, all right. Like I do believe in the gospel of Jesus Christ, and I do believe in praying. I do not believe that you should just hope and pray for your business results. Uh, take what I say, apply it to your business. I'm just a random person on the internet that you should not believe, by the way. Even though I have experience, don't believe any random person that gives you advice. Take their advice and apply it to your business. That knowledge applied is where you will see within your own context benefits from. And actually, the only thing I can guarantee for Facebook and Instagram ads is that you will lose money at some point because good ads come from good testing, and multiple tests means that you'll lose money on some tests. Because when you're testing graphics or ad copy or ad targeting or ad setups, some of those tests won't work and they cost money. But along that way, as you fail forward, as the author of The Slight Edge says, along that way is usually where you can find success. Okay. All right, now. So I watch learning limited ads like a hawk. You should too. And if performance starts to slip to the point where it makes no sense for your business to continue running those ads, that's where you start to either turn off those ads or make some very serious ads management decisions. Okay. This can be for ads that are selling a low-ticket offer, or for ads that are running to your launch, or for just lead magnet ads. Really quick, and then we'll get back to this episode. If you want me to audit your ads so that within two business days, I will give you the three clear steps that you can follow to most likely lower your cost per lead or increase your cost per sale. This offer is only for you if you're an online course creator, by the way. But if you want me to look at your ads, there is a link below. Click on that link, go to the ad audit, you know, pay what it costs, and I will do the ad audit for you. Okay, now back to the episode. So let's give a quick example. Your leads were coming in at$2.82, right? Now I saw that today in a real account. So the first thing I'm gonna do, since it learning limited appeared today, is I'm going to look and see, well, if cost per lead is$2.92 today and there's four leads, well, what was happening yesterday? Cost per lead was six dollars and four cents and four leads. And then the average of the two days before that cost per lead was four thirteen. So it went from four thirteen for two days prior to yesterday to six dollars yesterday to two dollars today, even. So actually, this learning limited has done nothing to the cost per lead. It's still, you know, in line. So then I'll check it tomorrow and I'll check it the day after. Now you might be like, Quijo, why was it six dollars per lead yesterday, which was Sunday, because I'm recording on a Monday, right? I don't know. Lead cost varies a lot from day to day. Don't make decisions on one day's lead cost. Look for the average, which is why, oops, did I bump the microphone? Look for the average lead cost and look for a trend over the past four days, which is why I just ran you through that little exercise, which is an exercise that I do in every client's account. And so I would monitor this day after day. And if I saw a trend of lead costs going down, then I would definitely, definitely do something. Now, at the beginning of this video, I promised you how you could get rid of learning limited. That's actually pretty simple. If the algorithm doesn't have enough data with which to continue learning in an optimal way on your behalf, then you need to give it more data, i.e., increase ad spend. Now, please do not increase ad spend on ads that are not working. I know for this client the range that their leads should be coming in at because I've talked to the client about it, and my client knows how valuable those leads are later down, later on in the funnel. Okay, so there is a metric that I'm looking at here. And if I'm talking a little strong, it's because I don't want you to lose money. And too many times, because meta ads can be intimidating, folks lose money because they don't want to look at it. So I'm giving you the mindset and the logical way to approach it. Okay, so if you see ad decline ad um cost per lead or cost per cell going in the wrong direction, but it's still it's still good, it still makes sense for your business because you've run the numbers and those you're still making money on your leads or your sales, then go ahead and increase the ad budget because meta algorithm does not have enough data of from which to optimize on. So give it more data by giving it more leads per day. If you increase the ad budget, then you should find that as you get more leads, there is a chance. It's not guaranteed to work, but there is a chance where your ads can come out of Learning Limited because you got more data for the meta algorithm to learn. And it's just as simple as that. As long as you're watching the stats, your cost per lead, your cost per cell, and it's still within range, don't make any changes. If you want to bring it out of Learning Limited, feed some more money to the machine, but only do so in a way that keeps your business profitable, right? That keeps those costs per leads within range, or your cost per sell within acceptable range where your business is still profiting. And of course, if you do see that Learning Limited did just crazy spike up your cost per lead whenever you notice that your ads went into Learning Limited or your cost per sale to the point where your sales are no longer profitable, or your cost per lead jumped up by a ton, and you'll know a ton. I'm not gonna tell you what jump a ton of a jump is, it's just a ton. It hurts, you're like, oh good lord, I cannot accept these, then just turn off the ad set. Many times you can just turn off the ad set, schedule a new ad set to go live, and that will fix the learning limited problem. And I know I told you at the beginning of this episode that learning limited is happens because the algorithm does not have enough data, but I'm telling you right now, sometimes just turning on your ads again after you turned it off. Don't turn off, don't turn on the same ad set, but duplicate that ad set and turn it back on. Sometimes, many times, that can work. You just have to try it in your business and see see if it works. Observe that new ad set for several days, and if it doesn't go into Learning Limited, it did work for you. Hooray! You avoided having to spend time on the following and do the following if that didn't work, which is tweak, you look at the signs to tweak your ad copy or your headline or your graphics. And if you don't, and if you're running lead generation ads for your online course business and you don't know what those signs are, and if you happen to be running ads to a lead magnet that's building your email list so you can sell your online course, because that's the kind of person who I serve, which will be you. I have another episode, it's linked in the show notes below, and that one will show you how to interpret the signs correctly to understand if you need to change your graphics or your visuals or your ad copy or your headline. That is in the show notes below. Until the next time that you hear from me or see from me, if you see me, if you already went over to my YouTube channel, take care, be blessed, and I'll see you in the next one. Bye.

Head Shot

Kwadwo Sampany-Kessie

Host