If you've noticed shifts in your Meta Ads performance, then you more than likely know Andromeda is why.
Andromeda is Meta's new AI retrieval engine, and it has fundamentally changed how ads are matched to users.
Here's what's actually working now.
The Big Shift: Creative IS Your Targeting
Andromeda doesn't just ask "Who should see this ad?" It asks "Which ad should THIS person see?"
This means that your creative strategy actually matters more than your audience segmentation now.
3 Campaign Structure Changes in Meta Andromeda
- Simplify. One campaign per objective, one broad ad set, many creative variations inside it.
- Stop over-segmenting. Stacked interests and hyper-specific audiences are losing to broad targeting with diverse creative.
- Let Advantage+ do its thing. Placements and automation are built to work with Andromeda.
Creative Rules That Actually Matter Now
You need many distinct creative concepts per campaign. Not just headline swaps or background color changes — truly different angles, formats, and messages.
→ Test variety in your formatting. Mix static, videos, and carousels, and mix them often.
→ Refresh weekly or bi-weekly to combat fatigue.
→ The old "upload 3-6 ads and let a winner emerge" strategy is dead.
A Simple Framework for Meta Andromeda
Use this simple framework to leverage Andromeda effectively.
Ad Set Budget Optimization (ABO) is where you learn (the testing phase), and Campaign Budget Optimization (CBO) is where you earn (the scaling phase).
Once a creative hits 10+ conversions at target CPA, move it from your testing campaign to your scaling campaign.
Finally, spend less time tinkering with campaign structure and devote more time to creative strategy. The algorithm handles matching — your job is to feed it diverse, high-quality assets.
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