Search Ads Reporting and Learning Phase
Learning Phase (Cold Start)
When initially creating a search ads campaign or after making significant changes to a search campaign's structure, the campaign will need some time to calibrate and learn before performing optimally. This calibration period is called the Cold Start or Learning Phase. Aim for over 20 conversions within the first week.
The learning period takes ~ 5 days.
Avoid making significant changes to the campaign during the learning phase.
Subtract the first 5 days out of campaign reporting to only report on campaign post learning.
When to report on your Search Ads Campaign
Here is the standard campaign life cycle. Please exclude all learning phase when reporting.
Campaign Launch | You launch your campaign after following the suggested practices. |
Learning Phase | The learning phase takes approximately 5 days. Do not make any changes to the campaign in this period. Subtract the first 5 days out of campaign reporting to only report on the campaign post-learning. |
Campaign Live | Standard reporting window while the campaign is live, and only minor changes are being made mid-flight. |
Optimization Made | When changes and optimizations are made to items such as bids, budget and creatives may trigger the leaning phase. Update keywords will not trigger learning phase. |
Learning Period (After large optimizations) | The learning phase takes approximately 5 days. Do not make any changes to the campaign in this period. Subtract the first 5 days out of campaign reporting to only report on the campaign post-learning. |
