Google has updated its Smart Bidding learning guidance in Google Ads, stating that the “Learning” status never lasts more than 7 days. Previously, this phase could last 7–14 days.
Additionally, changes to budgets, targets, creatives, or targeting settings no longer trigger the learning status.
The updated guidance removes the “Setting change” reason, leaving three causes for the “Learning” status:
- a new strategy
- a composition change
- a goal change in conversion objectives
It also mentions that budget and target adjustments take effect immediately without initiating a learning period.
Performance Max and Demand Gen campaigns may take up to 7 days for initial ad serving ramp-up, previously stated as up to 5 days.
Read the official help page here: About bid strategy statuses.
This update was spotted by Hana Kobzová.