How to scale Facebook ads after the Andromeda update

Transcript

Facebook ads as we know it has changed forever and 99% of people are not ready for it. Meta has just finished rolling out the full Andromeda update, their massive AIcentric overhaul and this has fundamentally rewritten how Facebook ads work and how you need to set up your ads to remain profitable. But as always, there is good news along with the ba... Read More

Key Insights

• Ads count is not the sole determinant of success; large brands show thousands of active ads and continuous new creations.
• Creative variety acts as the primary mechanism for effective targeting, expanding reach beyond the same old audience.
• The concept of an ad is more important than a single creative; iterate on the core concept to maintain longevity and scale.
• New audience exploration is achieved by employing different creative formats such as UGC, white background product shots, and feature-based images.
• A so-called underperforming ad can still support the account by enabling overall ecosystem performance, making the pause decision risky.
• The anti-trend is to run fewer ads; in practice, brands maintain or increase ad counts to sustain momentum post Andromeda.
• Spend distribution matters; shifting budget away from a high-spend ad can hurt performance if that ad is a structural supporter of the account.
• Understanding that introduction ads play a critical role can explain why some ads receive disproportionate spend and how they seed the product in consumers’ minds.
• More videos from this channel:
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  • How to use the three-act ad structure for higher ROAS
  • How to Stop Facebook Ad Campaigns That Kill ROAS
• More from this channel: Sam Piliero

Questions & Answers

Q: What is the recommended approach to ad iterations after Andromeda?

The recommended approach is to run dozens of iterations and focus on multiple, distinct concepts rather than just creating new versions of the same idea. This means expanding creative concepts to continually find new audiences and avoid stagnation. By having many iterations, brands can adapt to evolving consumer responses and maintain growth.

Q: Why is creative considered the new targeting according to the video?

Creative becomes the new targeting because it determines which audiences see the ads and how they respond. By deploying varied concepts and formats, advertisers can reach different types of people who resonate with different messages, thereby expanding reach beyond the limitations of a single audience. This approach helps scale campaigns more effectively.

Q: How should brands handle a high spend ad that dominates a campaign, according to the speaker?

Instead of pausing the high-spend ad, keep it running as a supportive element that helps the rest of the account perform. The speaker notes that pausing such an ad can cause results to tank because it supports the overall ecosystem, including product introductions and initial impressions critical for other ads to function.

Q: What role do introduction ads play in a post Andromeda strategy?

Introduction ads are the ones that first present the product to consumers and often receive a large portion of spend. They are believed to seed the campaign by creating initial impressions that help other ads perform better. Removing them can disrupt the balance of the account and degrade overall performance.

Q: What is the counterintuitive view about running ads after Andromeda?

The counterintuitive view is that more ads are better, not fewer. Contrary to advice suggesting to cut back, successful brands continue to run thousands of active ads and launch hundreds of new ones regularly, implying that volume and diversification drive profitability and lower costs per purchase over time.

Q: How can a brand expand its audience using Talentless as an example?

Talentless expands its audience by using multiple concepts beyond the core staple. They combine model imagery with large bold text, feature-based visuals, and UGC content to reach different viewer preferences. By rotating concepts and keeping a broad set of ad formats, they can appeal to a wider range of potential customers.

Q: What practical tactic is described for maintaining ad performance rather than killing underperformers?

A practical tactic is to avoid pausing ads too quickly and instead analyze the supportive role they play in the overall campaign. Sometimes an ad with higher CPA can still bolster the rest of the account by keeping the ecosystem functioning, so budget shifts should consider the ad’s structural value.

Q: Why is the idea that fewer ads lead to better performance considered incorrect in the video?

The video presents data from large brands showing rising numbers of active and new ads, arguing that reduced ad counts do not correlate with better performance post Andromeda. The underlying reason is that multiple, varied ads enable broader audience reach and more robust optimization, which improves overall profitability and ROAS.

Summary & Key Takeaways

• A broad shift in Facebook advertising after the Andromeda update favors large-scale iteration and multiple ad concepts over reduced ad counts.

• Creative diversity and concept-based variations unlock new audiences and prevent performance plateaus, countering the idea that fewer ads equal better results.

• Spend should be viewed as a driver of performance, not a reason to kill underperforming ads, because some ads function as essential supports for the overall account.