The biggest takeaway? The era of hyper-specific audience targeting is officially over. Creative has become the new targeting.
Below is what Andromeda means for your ad account, why your current setup might be holding you back and how to restructure for growth.
What exactly is Andromeda?
At its core, Andromeda is an AI-powered retrieval engine. Instead of relying on manual audience setup to guide delivery, Andromeda decides which ads are eligible to enter auctions by analysing the actual ad creative itself.
How it works: Unlike older systems that relied heavily on interest groups or lookalike percentages, Andromeda breaks down the visuals, messaging, format, tone and offer of your ad to determine exactly who is most likely to respond.
In short: your creative tells Meta who your audience is, not the other way around.
The death of the ‘diluted’ ad structure
Because Andromeda relies on AI liquidity to match ads to the right users, traditional, fragmented ad account structures are no longer efficient.
If your current setup looks like this:
- Ad Set 1: Interests (Creative 1 & 2)
- Ad Set 2: Lookalikes (Creative 1 & 2)
- Ad Set 3: Demographics (Creative 1 & 2)
…you are severely limiting Meta’s algorithm. This hyper-segmented approach leads to higher CPMs and rigidity, preventing the algorithm from finding the most efficient conversions across different pockets of users.
How to restructure for Andromeda
Andromeda favours liquidity and creative volume. To unlock its full potential, you need to transition from a siloed structure to a broader structure.
The new framework for success
Rather than splitting budgets across multiple audience groups, refine your structure to give the algorithm room to scale:
- Product: Focus on your core offering
- Campaign: Remains goal-orientated e.g. traffic or sales
- Ad Set: Aim for a consolidated ad set. Make sure your locations are tailored and any 1st-party data audience exclusions are in place, but let Meta do the rest!
- Ads: Launch a higher volume of diverse creatives (aiming for 6-10 distinct variations)
By giving Meta one macro-audience, Andromeda can use your creative variations to dynamically find and pair the right ad with the right user at the lowest cost.
Optimisation in the Andromeda era
Because creative is driving the targeting, creative concepts matter more than ever. However, this doesn’t mean making lazy micro-tweaks.
- Small variations have diminishing value: Andromeda’s AI is smart. Making small tweaks, like changing a button colour or altering a single word in a headline, is often recognised as the exact same underlying creative entity. It will not expand your reach.
- Reward genuinely different ideas: Andromeda rewards true conceptual diversity. Launching entirely different creative angles, visual styles and offers helps the system actively seek out entirely new, untapped audience segments.
- Keep it fresh: Maintain a steady pipeline of regular, refreshed creative across multiple different formats to keep performance scaling.
Ready to unlock Meta’s new growth engine?
The brands winning on Meta today aren’t the ones with secret targeting hacks, they’re the ones building deep creative pipelines and letting Andromeda handle the rest.
Want to talk more about Andromeda and how you can get the best out of it? Get in touch with the team at FORJ today.
