When you switch a campaign to an automated (Smart Bidding) strategy like Target CPA, Target ROAS, or Maximize Conversions, the Google Ads algorithm enters a Learning Phase. During this time, the system is gathering performance data to understand how to best optimize your bids for your specific goals.

It’s crucial to check this status and be patient, as making frequent changes during the learning phase can restart the process and delay optimization.

Step 1: Check the Status Column

The most immediate way to see if Smart Bidding is learning is by viewing the Status column at the campaign or bid strategy level.

1. Log In to your Google Ads account.

2. In the left-hand navigation menu, click Campaigns.

3. Look at the Status column next to your campaign name/budget.

4. If the campaign is under an automated bid strategy, you will often see the status: “Learning.”

• Hover over the “Learning” status. A pop-up box will appear that tells you why the campaign is in this phase.Common reasons include:

• New strategy: The bid strategy was recently created or reactivated.

• Setting change: The budget, Target CPA, or Target ROAS was recently changed.

• Composition change: Campaigns, ad groups, or keywords were added or removed.

Step 2: Use the Bid Strategies Report

For a dedicated analysis of the learning process, check the Bid Strategies report.

1. Click the Tools icon in the left side menu.

2. Under the ‘Budgets And Bidding‘ section, click Bid strategies.

3. Click the name of your specific Portfolio Bid Strategy (if applicable) or the campaign’s individual strategy.

4. The report often provides a detailed timeline and may indicate the estimated remaining days or conversions needed in the learning period.

Key Factors and Duration

The learning phase is data-driven, not time-based. While the algorithms can typically learn in 7 days since the last change, the actual time depends heavily on your conversion volume.

Strategy During the Learning Phase (UTDS Optimal Choice)

For UTDS Optimal Choice, a premium Google ads service provider, sales conversions may be low-volume but high-value. Therefore, they should:

1. Be Patient: Expect fluctuations in CPC and CPA during the 7–14 day period. Do not panic and make constant tweaks.

2. Ensure Enough Data: If after 14 days the campaign is still showing “Learning” and conversion volume is low, consider:

• Increasing the budget slightly to drive more traffic and collect more data faster.

• Broadening the target (e.g., switching some Exact Match keywords to Phrase Match) to increase impression volume.

3. Hold Off on Judgment: Do not evaluate the strategy’s success until it has exited the learning phase and you have accounted for your average conversion lag time.