How to use Andromeda with high creative volume in Meta Ads

TL;DR

Andromeda enables personalized ad delivery, so diversify formats and push many creatives per ad set. Focus on data accuracy to guide decisions, otherwise misoptimization hurts results. Optimize for qualified leads rather than raw leads, and continuously test formats like UGC, testimonials, and partnerships.

Transcript

A few weeks ago, I flew to Las Vegas to spend a day with Alex Mosi. He gave me some fantastic advice about my business in general, and we discussed meta ads and his approach to Facebook ads and Instagram ads quite a lot. That day cost me $135,000, and I've got another day booked in with him in February that's costing me another $100,000. So, in thi... Read More

Key Insights

• Andromeda enables personalized ad delivery rather than broad audience buckets.
• More ad creative and diversification are required after Andromeda to maintain performance.
• Ad results can improve across a portfolio, not just for a single business, under Andromeda according to the speaker.
• The bottleneck in performance is the volume of high quality creatives you can produce.
• Ad formats should be diversified to reach different segments of the audience.
• Tracking accuracy is essential to make informed, data driven optimization decisions.
• Optimization should focus on qualified leads instead of total leads to improve lead quality.
• Form design with qualification questions can trigger different conversion events based on responses.

Questions & Answers

Q: How does Andromeda change ad delivery on Meta platforms?

Andromeda enables Meta to better personalize which ads a user should see by moving away from broad audience buckets to more specific, responsive ad delivery. This means advertisers can tailor creative and messaging to individual viewers, improving relevance and potential engagement. The shift requires more creative production and diversification to leverage the new system effectively.

Q: Why is increasing creative volume important after Andromeda?

The speaker notes that Andromeda increases the need for creative volume and diversification. Producing 20, 30, or more ad variations across formats like videos, carousels, and UGC allows you to test what resonates with different segments. Without substantial creative output, you may fail to exploit the personalized delivery promises of Andromeda.

Q: What formats should be used to diversify ads?

Diversification should include multiple formats such as videos, static images, carousels, and ad styles like UGC, founder led content, influencer partnerships, and product demonstrations. Using a mix helps cover broader audience preferences, ensuring you reach people who respond to different creative styles instead of relying on a single format.

Q: What is the role of data tracking in Meta campaigns post Andromeda?

Data tracking is essential to make data driven decisions and optimize effectively. Meta can only see that a lead occurred, not qualification, so accurate tracking of conversion events and outcomes is crucial to determine which ads and audiences are actually performing well. Poor data leads to poor optimization choices.

Q: How should campaigns be optimized for leads vs qualified leads?

Campaigns should optimize for qualified leads rather than total leads. By filtering on the back end with questions that qualify prospects (for example budget thresholds), you can train Meta to prioritize more valuable leads. This improves lead quality over time and makes ad spend more efficient.

Q: What practical steps can improve lead quality in forms?

Add qualification questions on the form to determine if a lead meets criteria such as minimum budget. Route qualified respondents to a thank you page with a different conversion event (like submit application) and unqualified ones to a non sales oriented page. This approach aligns your conversion events with lead quality.

Q: What challenge do advertisers commonly face with Andromeda and how can it be addressed?

Many advertisers report worse results after Andromeda, but the speaker suggests viewing this as an opportunity to increase creative output and diversify formats. By producing more high quality creatives and testing various formats, you can adapt to the new delivery system and potentially gain a competitive edge over those not expanding creative efforts.

Q: What final strategic advice is given for getting better meta ad results?

The core advice is to embrace high volumes of high quality creative and diverse ad formats, measure performance accurately, and optimize for qualified leads. This approach aligns with Andromeda’s personalized delivery and helps ensure that optimization decisions are based on meaningful outcomes rather than superficial metrics.

Summary & Key Takeaways

• Andromeda personalizes ad delivery by using data to tailor which ads individual users see, moving beyond broad buckets.

• Advertisers should increase creative volume and diversify ad formats to maximize reach and performance post Andromeda, rather than sticking to a single ad type.

• Optimization should prioritize lead quality over sheer lead volume, with conversion events and qualifying questions enhancing targeting and ROI.