Significant edits are in regard to pausing a Facebook ad set or making a change to an optimization event, audience, or creative. In some cases, changes to bid strategy or budget may also be considered significant, but it depends on the magnitude of the change.
Significant edits to your campaign may cause an ad set to reenter the Learning Phase, which is Facebook’s way of trying to work out how to generate the best results possible from your campaign. They serve your ad to different people within your target audience to work out who is most likely to take your desired action. Ultimately, you want to stay out of the Learning Phase so that Facebook’s advertising algorithm can optimize your ad campaigns.
Here’s what you need to know about “significant edits” and how and when to use them or avoid them.
Which manual changes trigger a significant edit and reset the learning phase?
Every edit you make (during the Learning Phase or after it) has some effect on delivery, but not every edit causes the ad set to reenter the learning phase. Only a significant edit causes an ad set to reenter the learning phase.
The following are considered significant edits:
- Any changes to targeting
- Changes to ad creative
- Changing an optimization event
- Adding a new ad to your ad set
- Pausing your ad set for 7 days or longer (the ad set reenters the learning phase once you unpause the ad set)
- Changing the bid strategy
Note: When using campaign budget optimization, switching your campaign bid strategy might cause multiple ad sets within the campaign to reenter the learning phase.
A change to any of the following areas may or may not be significant, depending on the magnitude of the change:
- Ad set spending limit amount
- Bid control cost control or ROAS control amount
- Budget amount (unless you’re using the target cost bid strategy, in which case budget changes aren’t considered significant edits)
Note: When using campaign budget optimization, adjusting your campaign budget might cause multiple ad sets within the campaign to reenter the learning phase.
For example, if you increase your budget from $100 to $101, that isn’t likely to cause one or more ad sets to reenter the learning phase. However, if you change your budget from $100 to $1000, one or more ad sets may reenter the learning phase.
What is the threshold that triggers a reset of the learning phase? Such as for bids, budgets, and the amount of time paused?
There is not a specific threshold. Because it depends on a lot of factors, such as the overall budget for the campaign and the number of edits. Are you changing just the budget or budget and bid? In general, it is better to make a 20% bid or budget change. Rather than a 70% change as the 20% change is less likely to register as a significant edit.
It is also better to make a bid or budget change rather than both at the same time if the goal is not to reset the learning phase. It’s impossible to say an exact percentage that would work for all campaigns at all times, but generally, I would say avoid changes larger than 30% as a rule of thumb.
Interestingly, there was some internal research done. They found that the smaller the overall budget, the bigger the change is likely to have to be considered significant. However, it seems counterintuitive.
Are there benefits from making significant edits at any point?
Yes, dependent on the situation. If performance is bad, for example, and you know a new creative is performing well in other campaigns, it probably makes sense to take a significant edit to add it in.
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Significant Edits Conclusion
Facebook has made major strides in the last year towards simplifying and streamlining its ad platform. Facebook’s simplified campaign structure is a template for how to scale your Facebook advertising quickly and seamlessly.
This is overwhelmingly a good thing because it does the following:
- Allows more people to effectively use the platforms, regardless of their advertising skills
- Saves ad managers’ valuable and very limited time
- Gets better results
However, if you’re an experienced, proactive, and performance-driven advertiser, letting go of all that control is tough. It means completely rethinking how you advertise. It may also mean updating your skills. Because the algorithm can do a lot of Facebook ad management tasks better than people can now.
We recommend you switch how you spend your time over to creative strategy and competitive analysis. Creative is now the biggest competitive advantage advertisers have. User acquisition managers should invest in creative development and creative testing to keep their skills current and stay agile. We expect many more changes from Facebook in the coming months and years.