How to beat the Andromeda update for Facebook ROAS

Transcript

Everybody is talking about Facebook's new Andromeda update because it is killing return on ad spends across the board. So, if your ads have been struggling recently, today I'm going to show you exactly what this update means for you, why it's been so bad for certain advertisers, and most importantly, I'm going to break down how you can actually fix... Read More

Key Insights

• Andromeda shifts to one-to-one right time, right place ad matching rather than broad audience targets.
• The white paper explains Andromeda aims to scale retrieval models with a specialized deep neural network to improve personalization.
• Volume of ad candidates is a core problem Andromeda addresses, affecting which ads spend impressions.
• Andromeda requires more creative diversity to find the best ad for each person at the right moment.
• Campaign structure should emphasize a scale prospecting campaign, with retargeting and retention remaining essential but secondary in budget focus.
• Avoid heavy restrictions on ads and avoid forcing budgets on underperforming ads to let the system optimize.
• Use a pack-based launch for creatives so new assets can enter circulation without disrupting learning.
• Graduation of ads should be considered only when spend reaches a threshold, otherwise continue broad packs for testing.
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Questions & Answers

Q: What is the Andromeda update and why does it matter for ROAS

The Andromeda update is a Meta change that focuses on matching ads to individuals at the right time and place using a deep neural network. It matters for ROAS because it increases the importance of ad diversity and volume, allowing the system to serve the most relevant creative to each user. Advertisers must adapt by enabling broader exposure to more creatives, reducing restrictions, and prioritizing prospecting to acquire new customers.

Q: How should I structure my Facebook ads under Andromeda

Structure should center on a broad prospecting campaign using a single Campaign Budget Optimization setup to give the widest possible exposure to a diverse pack of creatives. Retargeting and retention campaigns remain important for existing customers, but the primary focus shifts to prospecting new audiences. Pack-based launches help manage learning and pacing.

Q: What does the term ‘creative packs’ mean and how to use them

Creative packs are groups of new creatives released together on a scheduled date. They ensure ongoing volume and reduce learning disruption by preventing frequent pausing and restarting of individual ads. This approach supports Andromeda’s need for many candidates and allows the system to find the best match for each person over time.

Q: Why should I avoid heavy ad restrictions under Andromeda

Restrictions limit the algorithm’s ability to find the best match by narrowing the pool of candidate ads. Andromeda relies on volume and diverse creatives to identify the best performing asset for each user. By avoiding strict budgets and over-segmentation, you enable the platform to allocate spend to the most effective ads.

Q: What role do retargeting and retention play with Andromeda

Retargeting and retention campaigns are still valuable but are less affected by Andromeda than prospecting. They target a smaller, engaged audience, where personalized delivery is less disruptive. The main strategic shift is to keep these campaigns functional while expanding prospecting to scale new customer acquisition.

Q: When should I consider graduating ads under Andromeda

Graduation should be considered only when you are spending around ten thousand dollars per month or more. If you are below that threshold, continue using broad packs for ongoing testing. Graduation involves selecting top assets and scaling them in a controlled way to maintain performance.

Q: What is the impact of Andromeda on budget allocation

Andromeda favors flexible budget allocation across a broad set of ads rather than rigidly constrained budgets per ad. This enables the system to funnel spend toward the creatives that match individuals best. The goal is to keep a broad, dynamic mix of creatives active so the algorithm can optimize in real time.

Q: How does Andromeda relate to Advantage Plus campaigns

Andromeda is the underlying algorithm behind Advantage Plus campaigns. If your audience uses Advantage Plus, you are effectively on the Andromeda system. If you turned off advanced settings like limit reach, you may not be fully on Andromeda, highlighting the importance of understanding account setup to leverage the new retrieval approach.

Summary & Key Takeaways

• A broad, high-volume approach is required under Andromeda, with every uploaded ad given a fair chance to spend.

• A single prospecting CBO with broad packs enables the algorithm to match the right ad to the right person at the right time.

• Maintaining retargeting and retention campaigns is still important, but the main value of Andromeda lies in prospecting new customers.