LinkedIn ads, like most online advertising platforms, do go through an initial learning and optimization period when a new campaign is first launched. This “learning phase” allows the LinkedIn ads algorithm time to gather data on your target audience and fine-tune your ads to improve performance over time.
What is the LinkedIn ads learning phase?
When you first launch a LinkedIn ad campaign, the advertising platform does not yet have enough information about how your target audience will respond. Factors like your headline, image choice, ad copy, target keywords, bid price and more can all impact the ad’s effectiveness.
So for the first few days that your campaign is running, LinkedIn Ads collects data and metrics on how well your ads are performing. This includes:
- Click-through rate (CTR)
- Cost per click (CPC)
- Conversion rate
- Relevance score
LinkedIn’s algorithm uses this initial data to determine which ad variations and targeting options work best to achieve your campaign goals. It learns which types of members are most likely to engage with and convert from your ads.
Over the first few days or weeks of your campaign, you may see fluctuations in metrics like CTR and conversion rate as the system experiments and optimizes based on the data it’s gathering.
Generally it takes between 15-30 days for LinkedIn’s algorithm to collect enough data and fully optimize a new ad campaign through the learning phase.
Why does LinkedIn ads have a learning phase?
This learning period allows LinkedIn Ads to quickly tune your campaign for relevance and performance. Rather than you having to manually test out different ad combinations, the platform uses automated A/B testing and machine learning to determine optimal ad relevance.
Some key advantages of LinkedIn’s learning phase include:
- Finding the right target audience – LinkedIn determines which member demographics, interests, and professional roles engage best with your ads
- Optimizing ad relevance – LinkedIn Ads adjusts targeting keywords, headlines, ad copy, etc. to increase relevance
- Improving ad performance – Metrics like CTR and conversion rate improve as poor performing ads are paused and effective ads are optimized
- Faster optimization – The learning phase automates testing and optimization that could take weeks or months to do manually
Without a proper learning phase, advertisers would have to manually experiment with different combinations of targeting and ad creative, likely resulting in poorer performance.
How long is the LinkedIn ads learning phase?
Typically the LinkedIn Ads learning phase lasts about 15-30 days from the start of a new campaign. However, the exact length can vary based on factors like:
- Campaign budget and bid amount – Higher budgets can provide more data faster
- Audience size and targeting – Broad targeting learns faster than narrow targeting
- Optimization goal – Conversion optimization takes longer than reach or clicks
- Account history – Established accounts with past ad data learn faster
For new LinkedIn advertisers with limited data in their account, it generally takes at the higher end of that 15-30 day range for LinkedIn’s algorithm to fully optimize a campaign.
How to tell when your LinkedIn ads finish the learning phase
Here are some signs your LinkedIn ads have moved past the initial learning period:
- Cost per click, CTR, and conversion rate have stabilized
- Impressions and clicks are more consistent day-to-day
- You are consistently reaching your target budget and getting out of learning limited status
- The algorithm is no longer testing major swings in targeting or large ad variations
At this point LinkedIn’s automation will continue to make minor optimizations, but likely will not see huge fluctuations or changesindicating the bulk of learning is complete. However, there are always opportunities for continuous optimization and improvement.
Tips for managing LinkedIn ads’ learning phase
Here are some tips to help your LinkedIn ads navigate the learning period effectively:
- Use broad targeting at launch – Broaden your audience, keywords, and placements so the algorithm can explore
- Set an adequate budget – Low budgets will restrict the data LinkedIn Ads can collect
- Test multiple ad variations – Give the algorithm lots of options to narrow in on the optimal version
- Use compelling ad creative – Great visuals and copy improve engagement
- Check metrics frequently – Look for trends and optimization opportunities
- Give it time – Wait at least 15-30 days before making major changes
- Look beyond CTR – Clicks will be erratic at first, focus on metrics like impressions and conversions
While it can be tempting to frequently pause or change ads in the learning period, try to let LinkedIn’s automation test different options and find the optimal approach.
Conclusion
The LinkedIn ads learning phase is a key period for the platform’s algorithm to collect data and automatically optimize your new campaign. It allows your ads to quickly home in on your best audience and messaging without endless manual testing. With the right targeting, budget, creative, and a bit of patience for LinkedIn to learn, this period can significantly boost your campaign performance over the long term.
