Summary of "NEW Facebook Ads Targeting Strategy (Post Andromeda Update)"
Summary of Business-Specific Content from “NEW Facebook Ads Targeting Strategy (Post Andromeda Update)”
Key Strategic Changes Post-Andromeda Update
- Andromeda Update Overview:
- Meta partnered with Nvidia to integrate AI into Facebook’s ad algorithm.
- The smarter algorithm optimizes ad delivery by matching the right creative to the right user, regardless of traditional ad set targeting.
- Result: Old targeting methods (narrow interest targeting, segmented lookalikes) are less effective; broad targeting with quality data is now favored.
New Facebook Ads Framework & Best Practices
Meta’s Performance 5 Core Values for Advertisers
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Account Simplification: Consolidate campaigns and ad sets to reduce fragmentation and improve budget efficiency. Example: Combining two ad sets targeting 18-25 and 26-35 into one broader ad set improved conversions by 41%.
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Automation: Leverage Meta’s AI-driven Advantage Plus targeting.
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Creative Diversification: Use 10-20 ads within one ad set to allow the algorithm to optimize delivery.
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Data Quality: Only send high-quality, qualified conversion data back to Facebook.
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Results Validation: Monitor and validate campaign outcomes closely.
Recommended Campaign Structure
- One campaign per business objective or funnel stage.
- One ad set per campaign.
- 10-20 ads inside the ad set covering top, middle, and bottom of funnel creatives.
- Use Advantage Plus targeting ON for broad reach, except for some top-of-funnel events like DMs where it may be turned off.
Campaign Setup & Optimization Tactics
Audience Targeting
- Use broad Advantage Plus targeting with value rules to enforce hard limits on age, gender, and other demographics. Example: Decrease bid by 90% for users outside 25-44 age range or outside targeted gender.
- Avoid narrow interest stacking; rely on pixel/API data for optimization.
- For new ad accounts with limited pixel data, supplement with 2-3 lookalike audiences (e.g., 1% lookalikes of paying customers, booked calls).
- For established accounts with robust pixel data, go fully broad.
Event Optimization & Pixel Conditioning
- Optimize campaigns for qualified events only (e.g., qualified booked calls, first-time purchases).
- Filter leads via front-end qualification (e.g., application forms before showing calendar booking) to ensure only high-quality leads fire pixel events.
- Only send pixel/API data for qualified conversions to improve algorithm learning and targeting. Example: Only pixel users who meet minimum spend/investment criteria (e.g., $5K/month ad spend).
Attribution Settings
- Use 7-day click + 1-day engagement view attribution window.
- Turn off 1-day view-through to avoid over-crediting ads for conversions.
- Adjust based on whether pixel or API data is used.
Budgeting
- Typical launch budget example: ~$100/day per campaign.
- Use Campaign Budget Optimization (CBO) or Ad Set level budgeting depending on structure.
Alternative Campaign Structures (Less Recommended but Viable)
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Testing + Scaling Campaigns:
- Separate campaigns: one for testing 10-20 ads, another for scaling winners.
- Useful for longer sales cycles or top-of-funnel events.
- Drawback: Testing campaigns often morph into scaling campaigns, creating complexity.
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Multiple Ad Sets per Concept:
- One campaign with multiple ad sets, each representing a creative concept (e.g., B-roll ads, video hooks).
- Allows killing off underperforming concepts at the ad set level.
- Drawback: Fragmented learning and potentially less budget efficiency.
Actionable Recommendations
- Simplify ad accounts by consolidating campaigns and ad sets.
- Focus on broad Advantage Plus targeting with value rules to control audience quality.
- Send only qualified conversion data back to Facebook via pixel or API to improve algorithm learning.
- Use multiple creatives (10-20 ads) in one ad set to allow Meta’s AI to optimize delivery.
- Filter leads upfront to avoid wasting ad spend on unqualified prospects.
- For new accounts, add a few lookalike audiences to supplement limited pixel data.
- Avoid overcomplicating with multiple ad sets or campaigns unless budget and sales cycle justify it.
- Monitor attribution windows carefully to avoid inflated metrics.
Key Metrics & KPIs Mentioned
- 41% increase in conversions from account simplification.
- Typical daily budget: ~$100/day per campaign.
- Age targeting hard limits: 25-44 years old.
- Bid reduction: 90% bid decrease for out-of-range demographics.
- Attribution: 7-day click + 1-day engagement view.
- Pixel data volume: Need sufficient event volume for advanced optimization (e.g., qualified calls).
Presenters / Source
- The video is presented by a Facebook Ads expert (name not provided) who references their previous videos on the Andromeda update and pixel conditioning for deeper understanding.
- The content is based on the latest Meta/Facebook ad platform updates and personal campaign management experience.
Summary
Post-Andromeda, Facebook Ads targeting strategy shifts from narrow, segmented targeting to broad, simplified account structures leveraging AI-driven Advantage Plus targeting. Success hinges on sending high-quality conversion data back to Facebook and using multiple creatives within consolidated campaigns. Account simplification and pixel data quality are the biggest drivers of improved performance, with actionable tactics like value rules and upfront lead qualification critical to optimizing ad spend and lead quality.
Category
Business
