Our top 3 insights after a few months with Meta Andromeda 🧠

Meta's Andromeda launched in Sweden a couple of months ago and is the biggest update to Meta's ad platform in years. In short, Andromeda is Meta's new "brain", steering the algorithm.

Having now worked with Andromeda across a large number of accounts, these are our three most important tips.

1. Don't focus on finding your "content winners"

Many agencies advise testing masses of content, finding what works and then putting everything behind the "winners". That used to be the right approach, but with Andromeda it is different.

Different audiences are drawn to different kinds of message. If you focus only on your "winners", you are in practice excluding large parts of your market. Scaling today means keeping a high diversity of creatives in the account and letting Andromeda serve the right content to the right audience.

2. Simplify the campaign structure

When we audit accounts we often see structures that are far too complex. The structure should of course be logical for your specific business and goals, but the main rule is: simplify.

There is no point in having separate campaigns for "winners", "statics" or different stages of the buying journey if you have a handful of products. Andromeda performs best with fewer, broader campaigns that give the algorithm more data to work with.

3. Reach your audience with the right copy and content

We now advise the vast majority of e-commerce businesses against technical audience optimisation. There is no point today in trying to "outsmart" the algorithm with interest-based targeting or lookalikes.

Audience steering happens through your content instead. If your copy and your creatives are relevant and explain how you actually solve the customer's problem, Andromeda will find the right buyers for you more effectively than any manual setting ever could.

Put simply: those who stop fighting Meta's algorithm and start working with it, by giving it the best possible conditions, are the ones who succeed.

Struggling to navigate Meta's latest updates? Does advertising on Facebook and Instagram sound interesting? Want to understand what Meta Ads could look like for your company?

Get in touch with us at Growbit and we will show you how Meta Ads can become a profitable engine for your growth.

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