You know how when you run ads on Facebook or Instagram, you choose your audience, set your budget, and upload your creative?
Before your ad even shows to anybody, Meta has to do two things:
- Do what we call retrieval by picking which ads are even worth considering from millions of ads.
- Then proceed to ranking where it decides which of those selected ads will show to which person.
Most of us only focus on the creative, the caption, and the budget.
But the real magic has always been happening in the background.
What Changed?
Meta just upgraded the retrieval system with a new engine called Meta Andromeda.
This new system is faster, smarter, and can look at way more ad variations at the same time.
Why does this matter?
Because today:
- Many businesses are now using Advantage+ automation
- AI tools have made it super easy to create plenty ad variations
So Meta has to sort through millions of ad versions instantly to find the one that fits each person scrolling.
The old system could not handle the volume.
Andromeda is the upgrade.What This Means for You
The game has changed. You no longer win by forcing audience targeting or creating only 1–3 ads.
You now win by:
✅ Creating different types of creatives
✅ Letting Meta’s system match the right creative to the right person
✅ Keeping your campaign structure simple (Broad targeting works better now)
Your creative is now your targeting. The more quality variety you provide, the better Meta matches you.
How to Adapt (Practical Steps)
1. Use Broad Targeting
No need to over-target.
Let Meta find your buyers.
Do:
- Use Advantage+ placements and delivery
- Keep few ad sets
- Allow the system to learn
2. Create Meaningfully Different Creative
Not the same design with small edits.
You need different angles.
Examples of creative angles you should have:
| Angle Type | Example |
| Problem → Solution | “Tired of dandruff? Try this. |
| Social Proof | “10,000 Nigerians already switched to us” |
| Founder Story | “I started this brand because…” |
| Testimonial | “I used this for 2 weeks and look at me now…” |
| Demonstration | Show the product in use |
Try to have 12–20 truly different ads running.
3. Refresh Weekly (But Small Small)
Every week, add 2–5 new creative ideas.
Don’t change the whole campaign every time, just add and remove.
4. Track Real Business Results
Don’t judge your ads only by:Likes, Comments and View count
Focus on:
- Cost per purchase (CPA), Customer quality, AOV (How much they spend), LTV (Will they buy again?)
The Key Message
Meta Andromeda means, the ads system now rewards who has better creative variety, not who fights the audience settings.
If you give Meta:Clear creative, Multiple angles, Simple campaign structure, and Good landing page. Your ads become cheaper, more effective, and more consistent.
If you give Meta:1 creative repeated 10 times, Too many ad sets, Weak messaging, You will waste money faster.
Bottom Line (Say It to Yourself Again)
Your creative is now your targeting.
Meta’s system can now automatically match the right creative to the right person.
So your job is:
Create more diverse, clear, strategic content.
Not more complicated ads setup.
In conclusion, now that Meta’s system (Andromeda) is smarter at choosing which ads to show, your real advantage is no longer in trying to force targeting.
Your advantage is in having more different and meaningful creative ideas so the system can match each ad to the right person at the right moment.
Your Strategy in One Breath:
| What to Do | |
| Simplify Your Campaign Structure | Use broad targeting, keep fewer ad sets, allow Advantage+ to do its work. |
| Diversify Your Creative | Don’t repeat the same idea. Create different angles, different styles, different messages. |
| Keep Updating | Add a few new creatives weekly; remove the ones that are not performing. |
| Measure What Truly Matters | Look beyond likes and clicks, measure cost per purchase, revenue, and customer quality. |
If you do this well, Andromeda stops looking like mystery “Facebook magic” and starts becoming your growth weapon.
It begins matching the right message to the right person, at the right time, automatically and at scale.
Your power now is: Better ideas. More angles. Faster testing.
FAQ (Simple Answers for Nigerian Business Owners and Social Media Managers)
1) Is Andromeda just more automation?
No. Andromeda is the engine that picks which ads are even considered.
Automation is just the result.
You still control the creative ideas you feed into the system.
2) What’s the difference between Retrieval and Ranking?
- Retrieval = Choosing which ads might be shown
- Ranking = Deciding which one actually gets shown
Andromeda improves retrieval, meaning better options get to the ranking stage.
3) Do detailed interests and targeting still matter?
Not much anymore.
Go broad targeting and let your creative speak to your audience.
Only use specific targeting if there’s a real legal/compliance reason.
4) How many ads should I run now?
Start with 12–20 truly different concepts.
Not the same ad with small edits.n
Different ideas. Different angles. Different messages.
5) What counts as “meaningfully different creative”?
New:
- Angle (problem/solution, testimonial, demo, offer, lifestyle)
- Format (video, static, carousel, UGC, founder talk)
- Audience Persona (first-time buyer, budget buyer, premium buyer)
6) Should I use Advantage+ Creative tools?
Yes but only after you already have variety in your base concepts.
Think of it as boosting your ideas, not replacing them.
7) How should I measure results? (The KPI Ladder)
Read your data in this order:
- Attention:
Thumb-stop rate / 3-sec view rate → Did people pause? - Click Economics:
CTR & CPC → Did people care enough to click? - Message Match (Very Important):Landing Page View → Add to Cart → Cost per ATC.
Did the message lead to real interest? - Business Outcomes: CPA / CAC / AOV / LTV / Returns
Is this making you profitable long-term?
8) Which attribution window should I use?
Pick 1 (e.g., 7-day click) and stick to it.
Don’t change windows every week, it confuses analysis.
9) How long should I wait before judging a new creative batch?
Wait for: Enough impressions, Enough conversions and Or at least spend close to target CPA
Don’t rush to kill or scale, give the system learning time.
10) CPC is good but purchases are still low. Why?
Follow this troubleshooting path:
| What You See | Problem | Fix |
| People watch but don’t click | Hook ok, CTA weak | Rewrite CTA / Make offer clearer |
| People click but don’t open LP | Landing page slow or tracking broken | Fix page speed / pixel setup |
| People view page but don’t add to cart | Offer not convincing | Add social proof / improve benefits |
| People add to cart but don’t buy | Checkout friction | Simplify checkout / remarketing / re-engage |
Final Takeaway
Your creative is now your targeting.
Andromeda works best when you feed it varied, meaningful ideas, not tiny cosmetic edits.
You want:More angles, More storytelling and More relatable messaging
Not:10 versions of the same ad.
More to come.
We will keep you updated.
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