[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Famy-stamper\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":137,"head_links":138,"breadcrumbs":125,"posts":142,"pages":120,"head":659},"Amy Stamper","","I'm passionate about helping clients shape their digital strategy, especially if it involves integrated campaigns. World traveller, box-set devourer and gig-goer.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":34,"page_content_modules":90,"hero":121},"\u003Cp>Director, Head of Paid Social. Joined Impression in October 2019.\u003C\u002Fp>\n\u003Cp>After 5 years’ experience in a startup agency, I learned about all aspects of digital from PPC to content to email campaigns – but I soon realised that paid social is what I loved the most. After a years’ break to go travelling, I joined Impression as its first purely paid social person in the paid media team.\u003C\u002Fp>\n\u003Cp>Day to day, my time is spent analysing campaign performance, delivering training sessions, and investigating new, innovative strategies with my clients. Digital marketing changes all the time, so I’m passionate about innovation, whether that’s trialling new audience targeting or testing completely new social media advertising platforms.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was proud to have been Impression’s first purely paid social-focused team member, and to have helped the team and service grow significantly since 2019.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I love travelling to new places, scuba diving, lounging on the beach, and good food and drink – so I especially love trips that combine all of the above.\u003C\u002Fp>\n","Director, Head of Paid Social",[13,31],{"page":14,"link_text":30},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F","Paid Social",{"page":32,"link_text":33},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},"Display Advertising",{"ID":35,"id":35,"title":36,"filename":37,"filesize":38,"url":39,"link":40,"alt":5,"author":41,"description":5,"caption":5,"name":42,"status":43,"uploaded_to":25,"date":44,"modified":44,"menu_order":25,"mime_type":45,"type":46,"subtype":47,"icon":48,"width":49,"height":50,"sizes":51},33319,"Amy-Stamper","4Vy9GYew-Amy-Stamper.png",428071,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress%2Cformat&q=90","\u002Famy-stamper-5\u002F","12","amy-stamper-5","inherit","2025-05-29 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Stamper’s posts",{"data":96,"pages":120},[97,110],{"type_key":98,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":108},"post","Paid Social in 2020 and Beyond: 3 Key Trends You Need to Know","\u003Cp>Social media has been so quickly adopted that it’s really hard to remember what life was like before. Forget Instagram and Snapchat, did you know that Facebook only released its mobile app in 2010? It was pretty basic, with a clunky layout and very few sponsored ads. Here’s a reminder of what we used to […]\u003C\u002Fp>\n","\u002Fblog\u002Fpaid-social-in-2020-and-beyond\u002F","2024-05-08T10:14:30",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2Rpf42Fx-050720211625506290_year-2020-4674937_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":4,"image":107},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":109,"name":30},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":98,"title":111,"excerpt":112,"to":113,"postedAt":114,"readingTime":115,"image":116,"authors":117,"category":119},"What is the Facebook Learning Phase?","\u003Cp>Thanks to machine learning, Facebook’s Ads Manager is an increasingly intelligent system. The Facebook learning phase is one way in which its algorithm tests and improves your ad performance. In this blog, we’ll demystify the learning phase, and help you work with Facebook’s algorithm to get brilliant results. What is the Facebook ads learning phase? […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhat-is-the-facebook-learning-phase\u002F","2022-02-07T16:48:19",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FzxmFmXk5-050720211625506962_space-grey-ipad-air-with-graph-on-brown-wooden-table-187041-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[118],{"name":4,"image":107},{"to":109,"name":30},"2",{"type":122,"style":123,"title":124,"heading":4,"intro":10,"services":12,"breadcrumbs":125,"photo":52,"social":137},"author","dark","Meet the Team",[126,129,132,135],{"path":127,"name":128},"\u002F","Home",{"path":130,"name":131},"\u002Fabout\u002F","About Us",{"path":133,"name":134},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":136,"name":4},null,{"twitter":5,"linkedin":5},[139],{"rel":140,"href":141},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Famy-stamper\u002F",[143,467],{"id":144,"date":145,"date_gmt":145,"guid":146,"modified":102,"modified_gmt":102,"slug":148,"status":19,"type":98,"link":101,"title":149,"content":150,"excerpt":153,"author":154,"featured_media":155,"comment_status":156,"ping_status":20,"sticky":152,"template":5,"format":157,"meta":158,"categories":160,"collections":163,"coauthors":164,"class_list":166,"acf":175,"head_links":176,"breadcrumbs":177,"url_path":101,"search_description":185,"featured_image_urls":186,"authors":221,"type_nicename":232,"reading_minutes":103,"category":233,"yoast_title":236,"yoast_meta":237,"yoast_json_ld":289,"_links":418},4808,"2020-01-03T02:30:23",{"rendered":147},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fpaid-social-in-2020-and-beyond\u002F","paid-social-in-2020-and-beyond",{"rendered":99},{"rendered":151,"protected":152},"\u003Ch1 id=\"social-media-has-been-so-quickly-adopted-that-its-really-hard-to-remember-what-life-was-like-before\">Social media has been so quickly adopted that it’s really hard to remember what life was like before.\u003C\u002Fh1>\n\u003Cp>Forget Instagram and Snapchat, did you know that Facebook only released its mobile app in 2010? It was pretty basic, with a clunky layout and very few sponsored ads. Here’s a reminder of what we used to have to put up with…\u003C\u002Fp>\n\u003Cfigure style=\"width: 243px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4809\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FjLi39lZ6-unnamed-1.png?auto=compress%2Cformat&q=90\" alt=\"Facebook app 2010\" width=\"243\" height=\"347\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">So retro\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>Thankfully, things changed! As the platforms’ user experience improved, monetisation quickly followed – and so the opportunity in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> has exploded over the past decade. As the 2020s begin, here’s 3 trends to keep an eye out for, and tactics to make sure you stay ahead of the curve.\u003C\u002Fp>\n\u003Ch2 id=\"storifying\">Storifying\u003C\u002Fh2>\n\u003Cp>Ephemeral content features like Instagram Stories seem like they’ve been around forever, but they’ve actually only been around since 2016! Stories are usually short image and video content, which last for 24 hours before disappearing from public view.\u003C\u002Fp>\n\u003Cp>Snapchat slightly pre-dates Facebook’s features, with Snapchat Stories gaining popularity \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgaryvaynerchuk.com\u002Fthe-snap-generation-a-guide-to-snapchats-history\u002F\">around 2013\u003C\u002Fa> and arguably spawning a host of copycats, including Stories on Facebook, Instagram, Youtube and more.\u003C\u002Fp>\n\u003Cp>Stories aren’t just another placement among many, but signify a shift from websites designed for desktop use (think early Twitter and Facebook) to truly mobile-only experiences that people can access whenever, wherever thanks to the rise of smartphones, apps and mobile data.\u003C\u002Fp>\n\u003Cp>Lots of marketers cite this mobile-only immediacy leading to shorter attention spans, hence the popularity of ephemeral content. On a deeper level, there’s been a backlash against Insta-perfect content, which means that Stories often are more playful, innovative and engaging than carefully curated in-feed posts.\u003C\u002Fp>\n\u003Cp>According to Hootsuite’s 2019 \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhootsuite.com\u002Fpages\u002Fsocial-media-trends-report-2019\">report\u003C\u002Fa>, 64% of marketers either already have incorporated Instagram Stories into their strategies or plan to.\u003C\u002Fp>\n\u003Ch3 id=\"to-best-develop-your-2020-stories-ads-try\">To best develop your 2020 Stories ads, try:\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>\u003Cstrong>Using vertical-optimised creative.\u003C\u002Fstrong> We’ve seen great results when using bespoke Stories creative that takes up the entire screen, rather taking the easy way out and just ticking the box to replicate your in-feed content. In the screenshots below, the slideshow performed 130% better – which would you rather click on?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4810 alignleft\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FwA1Xik7b-liu-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"291\" height=\"517\" \u002F>\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fstreamable.com\u002Fs\u002F22ht9\u002Faonplk\" width=\"289\" height=\"518\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Keep it casual.\u003C\u002Fstrong> Don’t over-design your Stories ads with lots of text, voiceovers and graphic design. We’ve found that high production values don’t necessarily guarantee a better ROI – being creative and engaging is more important.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Stay agile.\u003C\u002Fstrong> New Stories placements can be hit and miss, for example Facebook’s Stories haven’t not been embraced by users and brands to the same extent as Instagram. As a user, you may get annoyed with Facebook prompting you to use Stories \u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-4811 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FU5ATN6JG-pasted-image-0-2.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"552\" height=\"390\" \u002F>But, as an advertiser? \u003Cstrong>Early adoption can’t hurt\u003C\u002Fstrong> – test and see what the results tell you. If it’s a less crowded placement, then you may be surprised at the ROI compared to Instagram Stories\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"trust-and-transparency\">Trust and Transparency\u003C\u002Fh2>\n\u003Cp>2018-2019 was a time of reckoning for the social media giants. The Cambridge Analytica scandal brought shadowy advertising tactics to the attention of governments, as well as individuals, and after hearings by the US Congress and UK Parliament, Facebook faced unprecedented pressure from all sides to improve security, transparency, and accuracy.\u003C\u002Fp>\n\u003Cp>Twitter had its own issues, including attempts to resolve the surge of bots on its platform, purging millions of fake accounts and banning political advertising altogether in 2019.\u003C\u002Fp>\n\u003Cp>Less newsworthy, but still interesting, is the rise and fall of influencer marketing. This marketing in its current form was barely on the radar back in 2010, but now it’s started to decline in popularity.\u003C\u002Fp>\n\u003Cp>A standout example of influencer marketing gone wrong was this this viral Listerine influencer campaign – can you spot the tortilla wraps bizarrely posing as pancakes?\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4813 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F870XhhYr-pasted-image-0-4.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"341\" height=\"468\" \u002F>\u003C\u002Fp>\n\u003Cp>It got press for all the wrong reasons and highlighted most people’s scepticism of brand advocates (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2018\u002F09\u002F02\u002Finfluencer-featured-ridiculous-listerine-ad-condemns-nasty-responset\">The Drum\u003C\u002Fa>).\u003C\u002Fp>\n\u003Cp>The tide has started to turn, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.independent.co.uk\u002Flife-style\u002Fsocial-media-influencers-adverts-guide-asa-law-instagram-cma-a8559406.html\">ASA regulations\u003C\u002Fa> catching up with the boom in influencer marketing in 2018 to ensure that #sponorsed content and #gifted products are acknowledged.\u003C\u002Fp>\n\u003Cp>As social media advertising as an industry matures, we expect to see increased regulation. Marketers should keep an eye out for:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Increased decline in the trust of social media companies (see Edelman’s 2018\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.edelman.com\u002Fresearch\u002Ftrust-barometer-brands-social-media\"> Trust Barometer\u003C\u002Fa>)\u003C\u002Fli>\n\u003Cli>Swing back to users being influenced mainly by immediate connections (friends, family) and trusted news sources (national and local news outlets)\u003C\u002Fli>\n\u003Cli>Tracking and targeting will get more complex – continuing trends seen in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsafari-itp-2-0-what-is-it-and-are-you-ready-for-it\u002F\">Apple\u003C\u002Fa>‘s 2018 and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F15960\u002Ftracking-attribution-itp-optimising-accounts-in-difficult-circumstances\u002F\">Google’s\u003C\u002Fa> 2019 key Intelligent Tracking Prevention updates\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>We should first and foremost focus on doing things properly:\u003C\u002Fstrong> working with ethical companies; abiding by local regulations; promoting transparent ad practices. \u003Cstrong>Sustained change\u003C\u002Fstrong> by people in all parts of the paid social ecosystem is the only way user trust in social media will be renewed.\u003C\u002Fp>\n\u003Ch3 id=\"to-start-with-in-2020-try-these-tactics-to-encourage-people-trust-your-paid-social-advertisements\">To start with, in 2020 try these tactics to encourage people trust your paid social advertisements:\u003C\u002Fh3>\n\u003Col>\n\u003Cli>Highlight genuine \u003Cstrong>user reviews\u003C\u002Fstrong>\u003C\u002Fli>\n\u003Cli>Ensure your\u003Cstrong> privacy\u002Fcookie policies\u003C\u002Fstrong> are up to date\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Review retargeting audiences\u003C\u002Fstrong> – set a sensible time period for holding onto custom audience data\u003C\u002Fli>\n\u003Cli>Leverage your \u003Cstrong>employees as expert spokespeople\u003C\u002Fstrong> over influencers\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"expansion-of-social-media-commerce\">Expansion of social media commerce\u003C\u002Fh2>\n\u003Cp>Welcome to the future – where customers can go from initial awareness, to purchase via fingerprint scan, without leaving a social media app or even entering card details.\u003C\u002Fp>\n\u003Cp>New and evolving technologies may help to bridge the gap between social media and commerce, particularly among younger demographics. Instagram’s shoppable posts now allow buyers to go directly from awareness to conversion without having to leave Instagram (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.adweek.com\u002Fdigital\u002Finstagram-introduces-a-shopping-tab-to-its-explore-page-presenting-new-opportunities-for-brands\u002F\">Adweek\u003C\u002Fa>).\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4814\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2rsnk40e-instagram-shopping.jpeg?auto=compress%2Cformat&q=90\" alt=\"Instagram shoppable posts\" width=\"472\" height=\"283\" \u002F>\u003C\u002Fp>\n\u003Cp>On Facebook, Marketplace has quietly risen in popularity by streamlining the process of listing and selling items on social media – according to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cnet.com\u002Fnews\u002Ffacebook-marketplace-is-used-in-70-countries-by-800-million-people-monthly\u002F\">CNET\u003C\u002Fa> Marketplace is “now used in 70 countries by more than 800 million people.”\u003C\u002Fp>\n\u003Cp>Pinterest’s parallel growth, which led the way in conversion by introducing Buyable Pins way back in 2015, continues to drive purchases. 55% of Pinners using the site \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kleinerperkins.com\u002Fperspectives\u002Finternet-trends-report-2018\u002F\">to find and shop for products\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>However, there has been the potential for a full-funnel function via paid social for a while now and not much has changed. Both brands and users have been slow to adopt and most still prefer to head to a website to purchase (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feconsultancy.com\u002Fwhat-stops-consumers-from-buying-on-social\u002F\">Econsultancy\u003C\u002Fa>).\u003C\u002Fp>\n\u003Cp>Looking across to China may help us predict what’s coming up for paid social ecommerce advertising.\u003C\u002Fp>\n\u003Cp>China’s Gen Zers are more swiftly adopting social commerce with \u003Ca href=\"https:\u002F\u002Fwww.warc.com\u002Fnewsandopinion\u002Fnews\u002Fchinas_gen_z_relies_on_social_media_for_shopping\u002F39204\">over 70%\u003C\u002Fa> opting to buy direct from social. WeChat is the dominant social media app for with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F255778\u002Fnumber-of-active-wechat-messenger-accounts\u002F\">over billion monthly active users\u003C\u002Fa>, 90% of whom are in China. This means that its ecommerce functionality is more developed, embraced in brick-and-mortar stores, and is a lot more seamless compared to Facebook’s user journey. It’s a monster of an app – as well as social media, you can do everything from hailing a cab to sorting out your utility bills (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.techinasia.com\u002Fwechat-challenger-zidan-smartisan\">TechInAsia\u003C\u002Fa>).\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4815\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrpBGeLV1-hqdefault.jpg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"345\" height=\"259\" \u002F>\u003C\u002Fp>\n\u003Cp>You might have not heard about another key Chinese app Pinduolo – but it’s making waves in the social commerce world by bringing together social media and ecommerce in a literal way. Pinduolo allows customers to secure low-price deals by rounding up their friends to purchase the same item (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftechcrunch.com\u002F2018\u002F07\u002F26\u002Fthe-incredible-rise-of-pinduoduo\u002F\">TechCrunch\u003C\u002Fa>). Pinduolo is already the fastest-growing app in the history of Chinese internet – and naturally worth billions. Although more focused on social \u003Cem>commerce\u003C\u002Fem>, it’s easy to see how the likes of Facebook could replicate Pinduolo’s success.\u003C\u002Fp>\n\u003Cp>Social-only marketing funnels may help to mitigate multi-channel attribution issues – as well as reducing friction in the shopping process.\u003C\u002Fp>\n\u003Cp>In our view, this will only really come into fruition with time, and user behaviour catching up with the technology.\u003C\u002Fp>\n\u003Ch3 id=\"brands-looking-to-adopt-or-grow-their-social-commerce-should-get-ready-by\">Brands looking to adopt or grow their social commerce should get ready by:\u003C\u002Fh3>\n\u003Col>\n\u003Cli>\u003Cstrong>Approach social commerce with context in mind\u003C\u002Fstrong> – what distinguishes it from other ecommerce channels is the \u003Cstrong>social\u003C\u002Fstrong> aspect. Try to find ways to make shopping live (e.g. in live streams), interactive, and seamless – especially on mobile devices\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Stay curious.\u003C\u002Fstrong> Keep an eye on tech news, especially tech in Asia for inspiration\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Avoid going straight for the purchase.\u003C\u002Fstrong> Just because people \u003Cem>can\u003C\u002Fem> buy via social media, doesn’t mean they \u003Cem>will\u003C\u002Fem> (at least, not straight away.) You’ll still need to design top-of-funnel campaigns (e.g. generating interest with a beautiful product video ad) – and a full-funnel strategy ensure they stay engaged enough to make a purchase\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"thats-all-folks\">That’s all folks!\u003C\u002Fh2>\n\u003Cp>These are just a few of the trends we’re most excited for going into 2020. It’s a brave new world, but staying agile, curious and responsive will ensure you don’t get left behind.\u003C\u002Fp>\n\u003Cp>Keep an eye on our blog for updates, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> if you want to discuss your paid social campaigns for 2020 and beyond.\u003C\u002Fp>\n",false,{"rendered":100,"protected":152},10,7866,"open","standard",{"_yoast_wpseo_focuskw":159,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":152,"footnotes":5},"social media",[161,162],36,40,[],[165],107,[167,98,168,169,170,171,172,173,174],"post-4808","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",[],[],[178,179,182,184],{"path":127,"name":128},{"path":180,"name":181},"\u002Fblog\u002F","Blog",{"path":183,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"path":136,"name":99},"Social media has been so quickly adopted that it’s really hard to remember what life was like before. Forget Instagram and Snapchat, did you know that Facebook only released its mobile app in 2010? It was pretty basic, with a clunky layout and very few sponsored ads. Here’s a reminder of what we used to 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We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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The Facebook learning phase is one way in which its algorithm tests and improves your ad performance.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">In this blog, we’ll demystify the learning phase, and help you work with Facebook’s algorithm to get brilliant results.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-is-the-facebook-ads-learning-phase\">What is the Facebook ads learning phase?\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Facebook’s learning phase is the delivery system’s way of optimising the ad’s performance.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Each time an ad is shown, it learns more about the best people and places to show the ad. The more data it gathers, the quicker it is to learn what’s working.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">During the learning phase, Facebook is still exploring the best way to deliver your ad set – so performance is less stable and cost per action (CPA) is usually worse. The learning phase occurs when you create a new ad or ad set or make a significant edit to an existing one.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"how-long-does-it-last\">\u003Cb>How long does it last?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Technically, forever – as Facebook’s continually learning about the best way to deliver an ad set. But when referring to the initial ‘Learning Phase’ – ad sets exit the learning phase as soon as performance stabilises – \u003Cstrong>around 50 conversions\u003C\u002Fstrong>.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"how-can-i-tell-if-my-ads-still-in-the-learning-phase\">\u003Cb>How can I tell if my ad’s still in the learning phase?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Easy – if the Delivery column reads “Learning”, your ad or ad set is in the learning phase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Hover over the delivery column and you’ll see a progress bar with more detail.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4718 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FpoiKE2D1-Screen-Shot-2019-11-14-at-14.59.17.png?auto=compress%2Cformat&fit=scale&h=142&q=90&w=200\" alt=\"Example of Facebook learning phase\" width=\"300\" height=\"213\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"why-does-the-learning-phase-matter\">\u003Cb>Why does the learning phase matter?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Understanding how Facebook’s algorithm works is key to getting consistently great results from your Facebook Ads campaigns.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Working \u003Cstrong>with\u003C\u002Fstrong> the algorithm, not against it, will help you lower cost per action (CPA) over time. Accidentally triggering the learning phase will hinder campaigns as you’re not providing Facebook with enough data to get your ads working.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Aside from CPA, avoiding changes in the learning phase will help your learning. It’s easier to decode results if you can apply changes to a stable campaign, and pinpoint before\u002Fafter. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Following Facebook’s mysterious rulebook can be difficult, but read on for our tips to master the learning phase and avoid common mistakes.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"why-has-the-learning-phase-started-again\">Why has the learning phase started again?\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Facebook Ad’s learning phase is sensitive – resetting the learning phase is all too easy to do.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"what-causes-re-entering-the-learning-phase\">\u003Cspan style=\"font-weight: 400\">What causes re-entering the learning phase?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"list-style-type: none\">\n\u003Cul>\n\u003Cli style=\"list-style-type: none\">\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Any change to: \u003C\u002Fspan>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Targeting\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Ad creative\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Optimisation events\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Adding a new ad to your ad set\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Pausing your ad set for seven days or longer (the ad set re-enters the learning phase once you unpause the ad set)\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Changing the bid strategy\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"what-might-cause-re-entering-the-learning-phase\">\u003Cspan style=\"font-weight: 400\">What \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400\">might\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400\"> cause re-entering the learning phase?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Adding a Bid control, cost control or ROAS control\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Changing budget – as a rule of thumb – 20% or more is significant\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"what-changes-can-i-safely-make\">\u003Cspan style=\"font-weight: 400\">What changes can I safely make?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Most changes risk resetting learning, but smaller changes should be OK:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Renaming campaigns\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Adding cost caps\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Small changes to budget\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Adding a new ad set or making changes to one ad set within a wider campaign. It will cause the edited\u002Fnew ad to reset, but not the campaign as a whole\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Make sure you check all your variables when launching a campaign, get sign-off from your client on the creative, and try to avoid making silly mistakes that you’ll need to fix later. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">When your ads have launched – \u003Cstrong>resist the urge to leap into action\u003C\u002Fstrong>. Costs may be high at first, but avoid making too many kneejerk changes while Facebook’s still figuring it out.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"how-can-i-speed-up-the-learning-phase\">\u003Cb>How can I speed up the learning phase?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">First, avoid making early changes and putting your learning phase back to square one. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Next, work with Facebook Ads to give it as much data as possible so that you can hit those magic 50 conversion events ASAP.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Here’s how to speed things along:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Don’t spread your budget too thin\u003C\u002Fspan>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Consolidate similar ad sets and campaigns – this makes sure each ad gets a chance to collect data\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Don’t create a huge volume of ads – testing is great, but make sure to get the balance right by layering in tests alongside more stable learning\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">What’s your expected CPA? If you expect to pay £2 per conversion, ensure you have allocated enough budget upfront to cover at least 50 conversions\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Choose the right optimisation event\u003C\u002Fspan>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">If your event isn’t being triggered often enough to finish the learning phase, try optimising for a more common event. For example, if aiming for sales, try optimising for Add to Cart.\u003C\u002Fspan>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Don’t forget to factor in your conversion window! If your product or service requires longer consideration times, ensure window is set for 7 days after clicks for delayed conversions to be counted\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Pay attention to Learning Limited\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4719 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FV9Kmt0qG-Screen-Shot-2019-11-14-at-15.04.52.png?auto=compress%2Cformat&fit=scale&h=70&q=90&w=200\" alt=\"Example of Facebook learning limited delivery\" width=\"300\" height=\"105\" \u002F>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"list-style-type: none\">\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">You’ll see this amber warning if your ads have finished the initial learning phase – but your ad set isn’t generating enough results to exit the learning phase\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cul>\n\u003Cli style=\"list-style-type: none\">\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Consider making changes to your ad set to improve performance. Learning Limited usually occurs when the ads are constrained by audience size, cost control, budget or other settings.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">For example, if you’re trying to retarget a narrow custom audience of website traffic, and have a frequency of 2 or more, Facebook’s already done all the learning it can. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Try to expand the number of people your campaign can reach by relaxing your rules (date ranges, exclusions) or layering in an upper-funnel campaign driving more overall traffic to your website\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>Note – Learning limited feature is not available for all accounts – find out more \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.facebook.com\u002Fhelp\u002F543457909815094?helpref=typeahead_suggestions\">here\u003C\u002Fa>.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"what-to-do-when-the-learning-phase-is-complete\">\u003Cb>What to do when the learning phase is complete?\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If your ads now show as Active – Facebook’s initial learning is done!\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Next steps:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re happy with the results – leave it running. You can create new campaigns alongside the stable campaign to conduct tests and hopefully drive CPA down even further. May the algorithm be ever in your favour.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re not happy with performance, analyse your results and make optimisations within the original campaign. This will reset the learning phase, but it’s likely to take less time than the first learning phase.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">\u003Cb>Key takeaways\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">The learning phase is a vital part of Facebook’s ad set optimization process.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">It usually takes 50 optimization events for initial learning to finish – and learning is reset when significant edits are made to an ad set or the ads within it.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">You shouldn’t make significant changes to your Facebook ad sets during the learning phase if you can avoid it.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">During a Facebook ad’s learning phase you are likely to see inconsistent and fluctuating results – but you should not judge performance until after the learning phase has been completed.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Hopefully, this article gave you more insight into Facebook’s learning phase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">If you’re interested in finding out how Impression can help your business get great results through paid social, you can \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch here\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":112,"protected":152},7887,{"_yoast_wpseo_focuskw":479,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":480,"inline_featured_image":152,"footnotes":5},"facebook learning phase","The Facebook learning phase is when the system tests and optimises ads. Find out how to work with Facebook's machine learning to secure better ad 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