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Before we jump into today’s topic, can you please answer this question, so I can make content that you enjoy:
Are my emails too long?
Meta just hit the reset button on its entire ads engine.
The Andromeda Update isn’t another quiet algorithm tweak.
It’s a complete rebuild of how Meta decides which ads get seen and by whom.
If you’ve noticed strange delivery patterns, fluctuating results, or some of your ads not spending at all… this is why.
Andromeda changes everything—from how ads are retrieved to how the AI matches each user with the perfect creative, in real time.
Let’s break down what’s really happening inside Meta’s new AI brain and what it means for your ad strategy.
The AI Matchmaker Behind Meta’s Ad Delivery Revolution
Meta didn’t just tweak the algorithm, it rebuilt the entire ad delivery engine from scratch.
The new AI-powered retrieval system scans millions of ads in milliseconds to decide which ones even deserve to enter the auction.
Think of it as Meta’s new “matchmaker.”
It predicts in real time which ads fit each user’s intent, behavior, and scroll context.
The scale is massive.
With the explosion of generative-AI-made creatives, Meta needed a system that could handle a 10,000× jump in ad volume and complexity.
Andromeda was the answer, a faster, smarter engine built for the next decade of advertising.
How the Andromeda Update Changes Ad Strategy
Andromeda didn’t just upgrade the algorithm, it rewired how campaigns, targeting, and creative interact.
Now, it’s all about AI-driven discovery.
The system decides who sees your ad based on how good your creative and offer are, not how many interests you layer in.
Campaigns must now be simpler, budgets smarter, and creatives far more diverse.
I summarized how the game has changed in this table:
Key areas affected by Andromeda | Old Way (Pre-Andromeda) | New Reality (Post-Andromeda) |
|---|---|---|
Targeting | Manual, hyper-segmented audiences. Advertisers layered interest after interest to “force” precision. | Manual targeting is obsolete. Broad audiences. Let AI do the heavy lifting. Meta’s retrieval engine finds better matches than humans can. |
Campaign Structure | Dozens of ad sets, ABO testing, separate budgets, manual testing. | Keep it simple. Run one campaign, one broad ad set, and feed it multiple creative variations. Fragmenting budgets slows down the AI’s learning. |
Creative | Find one “winning” ad and ride it until fatigue hits. Small tweaks like new colors or text used to keep it alive. | Creative is the targeting. You need a diverse portfolio of unique ad concepts: different angles, hooks, and visuals. Tiny edits won’t even make it through the new retrieval filter. |
Budget & Spend | Evenly distributed across new ads. Meta would “test everything” at similar pace. | AI allocates faster. Doesn’t let you spread the budget too thin. Winning ads get spend priority early. Weaker or repetitive ads might never exit the retrieval stage. |
3 Tips for Winning with Meta Algorithm
Forget “hacks”!
Meta’s new AI system has changed the rules and the only way to win is to work with it, not against it.
Here’s how to future-proof your campaigns right now:
1. Embrace AI Automation (It’s a Must)
Go broad. Use Advantage+ or broad audiences and let the AI decide who to show your ads to.
Your job now is to feed the system great data — clean pixels & API, accurate conversions, and clear signals via ad creatives.
2. Focus on Creative Diversity
In the Andromeda era, creative is the new targeting. (And yes — I’ve been saying this for a while now.)
You need conceptual variety — not small tweaks.
Each creative should attack the problem from a different angle.
Build a portfolio of 5-10 unique ad concepts.
I covered this in DAS #74 — How to Write High-Converting Meta Ads Copy and DAS #78 - AI-Powered Product Briefs & Buyer Personas for Better Meta Ads.
Then build ad creatives based on these ad concepts.
3. Adopt a Smarter Testing Approach
You don’t test one ad — you test ideas.
✅ Test more ad concepts
✅ Pause Intelligently
✅ Be Patient
Andromeda constantly rotates creatives to learn.
Don’t kill winners too early just because metrics fluctuate.
👉 Focus on the overall campaign health, not single-ad performance.
In short
Simplify everything but creativity.
The more diverse your ad concepts, the more freedom the algorithm has to find who’s ready to buy.
🍩 Snackable Challenge
Audit your ad account.
If you have more than one ad set targeting the same audience — merge them.
If you’re still using ToFu, MoFu, and BoFu campaign structures — forget them.
Build one Advantage+ campaign and add all your cold and retargeting creatives to it.
Let Meta’s AI decide which ad to show to which user.
The new algorithm understands where users are in the funnel better than you — it’s their data, after all.
Simplify. Trust the system. Let the AI learn faster.
That’s it for today…
Thanks for reading this week’s issue! I hope it gave you a spark to make your ads just a little bit better.
See you next week!
How did you like this issue? (Be honest please)
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