Marketing Matters with Ashley Brock: Episode #64 Summary

Title: Why You can IGNORE the Learning Period with Ads (mostly)
Host: Ashley Brock
Release Date: April 24, 2025

1. Introduction

In Episode #64 of the Marketing Matters™ Podcast for Small Business Owners, host Ashley Brock delves into the often misunderstood concept of the "learning period" in paid advertising. Addressing concerns from small business owners overwhelmed by restrictions during this phase, Ashley aims to demystify the learning period and offer actionable strategies to optimize ad performance without unnecessary delays.

Notable Quote:
"The learning period is like this big red stop sign. And if it's stressing you out, welcome. You are going to love this episode." (00:00)

2. Understanding the Learning Period

Ashley begins by defining the learning period as a phase where advertising algorithms from platforms like Google, YouTube, Meta, and TikTok are optimizing and refining campaign performance based on incoming data. Contrary to popular belief, she argues that the learning period doesn't halt revenue generation but serves as an adjustment phase for better long-term results.

Key Points:

• Purpose of the Learning Period: Algorithms fine-tune to identify the most effective audience segments and ad placements.
• Misconceptions: Many perceive the learning period as a barrier preventing changes to campaigns, leading to stagnation.
• Analogy:
  • Running Shoes: "When you buy a new pair of shoes, they're a little tight, a little stiff. The learning period is the breaking-in phase." (05:30)
  • Airplane Pilots: "Pilots see indicators adjusting; they don't abandon the flight because of calibration signals." (06:45)

Notable Quote:
"The learning period is not a stop sign, it's a yield sign. It's a, hey, move with caution." (04:15)

3. Platform-Specific Insights

a. Google Ads

Ashley explains that in Google Ads, the learning period occurs due to:

• New Strategies: Implementing a new bid strategy triggers the learning phase.
• Setting Changes: Modifying existing bid strategies or targets can reset the learning period.
• Composition Changes: Altering campaign components like keywords, ad groups, or landing pages initiates recalibration.

Key Advice:

• Budget Consideration: Maintaining a realistic and sufficient daily budget (e.g., avoiding <$5/day) accelerates data collection, allowing algorithms to learn more effectively and shorten the learning phase.

Notable Quote:
"If you keep your budget at $5 a day, it's gonna take you a long time to get enough data for the algorithm to learn to get to where you're going." (15:20)

b. TikTok Ads

For TikTok, the learning period involves:

• Audience Segmentation: Exploring various audience segments and behaviors.
• Ad Placements: Testing different placements within the platform to identify optimal spots for engagement.

Key Points:

• Data Utilization: Increasing ad spend during this phase provides more data for faster algorithm learning.
• Cost per Acquisition (CPA): Initially fluctuates but stabilizes as TikTok gathers sufficient data.

Notable Quote:
"Spending more means the algorithm gets more data quickly to learn." (20:10)

c. Meta (Facebook and Instagram) Ads

Ashley clarifies that Meta encompasses both Facebook and Instagram. According to Meta:

• Experimentation: The system experiments with new audiences, placements, and creative variations.
• Avoiding Unnecessary Edits: While Meta advises against frequent changes, Ashley argues that necessary adjustments, such as budget increases to meet sales goals, are acceptable.

Key Insights:

• Controlled Adjustments: Strategic changes, especially in budget, can enhance campaign performance without derailing the learning process.
• Realistic Budgeting: Ensuring a sufficient budget prevents the algorithm from perpetually remaining in the learning phase.

Notable Quote:
"Change your budget if it's necessary to hit your goals. That's a necessary edit." (25:40)

4. Personal Experiences and Anecdotes

Ashley shares a personal story from a mastermind conference where a nutrition coach struggled with the learning period, believing he couldn't adjust his budget without disrupting the campaign. She counters this misconception by explaining her own success in significantly increasing budgets during the learning phase to accelerate growth.

Key Points:

• Overcoming Limiting Beliefs: Many entrepreneurs incorrectly limit their ad spend out of fear of disrupting the learning period.
• Success Through Agility: Ashley's approach of doubling or tripling budgets demonstrates that proactive adjustments can lead to faster and more substantial results.

Notable Quote:
"I double, triple, or quadruple my budget at any given time because I completely ignore the learning period." (12:50)

5. Recommendations and Strategies

Ashley emphasizes the importance of not letting the learning period paralyze decision-making. Instead, she advocates for:

• Proactive Management: Make necessary changes to budgets and strategies to meet business goals.
• Data-Driven Adjustments: Utilize increased spending to gather more data, enabling the algorithm to optimize more effectively.
• Balanced Approach: Weigh the pros and cons of modifications during the learning phase to ensure sustained growth without prolonged adjustment periods.

Key Strategies:

• Set Realistic Budgets: Avoid underfunding campaigns to expedite the learning process.
• Embrace Necessary Edits: Prioritize business objectives over rigid adherence to the learning phase restrictions.
• Focus on Long-Term Gains: Short-term adjustments can lead to significant long-term benefits by accelerating algorithm learning.

Notable Quote:
"The learning period is a label, not a limiter. It's a notification that says, hey, proceed with caution, not don't proceed at all." (35:15)

6. Conclusion

Ashley wraps up the episode by reinforcing that the learning period should not be feared or used as an excuse for stagnant campaigns. By understanding its true purpose and strategically navigating it, business owners can harness paid ads more effectively to achieve their marketing goals.

Final Thoughts:

• Empowerment: Shift mindset from viewing the learning period as a barrier to seeing it as an opportunity for optimization.
• Continuous Learning: Stay informed about platform-specific nuances to maximize ad performance.
• Community Engagement: Participate in challenges like the Win with Paid Ads to deepen understanding and apply best practices.

Notable Quote:
"Target your people with the right message and you will win. Every single time that you do it the right way." (40:00)

Overall, Episode #64 of Marketing Matters™ equips small business owners with the knowledge and confidence to navigate the learning period in paid advertising, debunk common myths, and implement strategies that drive faster and more effective campaign results.