Ever wondered why your PPC performance goes on a roller coaster ride the moment you launch a new campaign? 🎢

It’s not a glitch – it’s the Learning Period.

In a recent “Ask A PPC” feature for Search Engine Journal, Navah Hopkins breaks down why these windows are the “necessary evil” of digital marketing.

Here’s what you need to know to keep your sanity (and your budget) intact:

🕒 What is it?
A learning period is a phase (typically 48 hours to 4 weeks) where the platform’s algorithm gathers data on conversion rates and auction prices to figure out how to best serve your ads.

🚩 The Signs
Fluctuating CPCs: Seeing costs spike or drop? That’s the algorithm testing different auctions.
Inconsistent Spend: Your daily budget might hit its cap early or barely spend at all.

Algorithmic Trust: The platform is essentially “interviewing” your campaign for its spot in the market.

💡 Pro Tips for Managing the Learning Phase:
Don’t Touch that Works: Making major changes (budget, bid strategy, or creative) resets the clock. Let it finish!

Budget for the “Tax”: Consider building in an extra 15-20% budget during this phase to help the algorithm clear its data requirements faster.

Timing is Everything: Avoid launching or making big changes right before major sales events (like Black Friday). Get your “learning” done while the stakes are lower.

The takeaway? Learning periods aren’t the enemy – they are part of the process.
Respect the phase, trust the data, and avoid the urge to “tinker” too early.

Read the full deep dive here!