When it comes to bidding strategy, it's often best to stick with the default strategy and trust Meta to do the heavy lifting. Here’s why and how you can optimize your approach:

Why Use Default Bidding Strategy?

Effective Creatives: If your creatives, messaging, and offers are compelling, people will click on your ad, resulting in a low cost per result.

Ineffective Creatives: If your creatives are not good, people won’t click, leading to a high cost per result. Setting a bid cap might give you a temporary sense of achievement, but it won’t fix the underlying issue.

Let the system run and use the data to improve your ads.

Learning Limited

Significant edits can affect your ad performance by putting your ad sets back into the learning phase. Here are some examples:

Significant Edits:

• Any change to targeting
• Any change to creatives
• Any change to optimization event
• Adding a new ad to your ad set
• Pausing your ad set for 7 days or longer
• Changing bid strategy

Note: Switching your campaign bid strategy might cause multiple ad sets within the campaign to re-enter the learning phase.

Methods to Escalate the Learning Phase

Controlled Experiment: Conduct A/B testing to compare variations in ad sets and gather actionable insights.

Increase the Budget: Gradually increasing the budget helps gather data quickly, accelerating the learning phase.

Create All Ads: Ensure that all planned ads are created upfront to allow comprehensive testing.

Avoid Significant Edits: Plan ahead to avoid making significant changes to ad sets that could reset the learning phase.

Tip: If an ad isn’t performing well during the learning phase, it might be best to discontinue it.

Happy Learning! 😊