Summary of "how to test facebook ads post andromeda update"

Summary: How to Test Facebook Ads Post-Andromeda Update (Mark’s Framework and Process)

Key Changes Post-Andromeda Update

Shift in Facebook ad testing strategy:
- Pre-Andromeda: Approximately 80% of ads were variations (small tweaks of winning ads), 20% new concepts.
- Post-Andromeda: Flip to about 80% new concepts (completely unique creatives), 20% variations.
Emphasis on creative diversity and testing multiple new concepts rather than spamming variations of one winner.
Testing many new concepts simultaneously (3 to 10+ concepts per campaign) is more effective than focusing on variations.

Testing Structure & Setup Framework

Campaign Budget Optimization (CBO)

Budget set at campaign level; Facebook allocates spend across ad sets.
Recommended: 3-5 ad sets per CBO, each representing a different ad concept.
Each ad set contains 2-5 variations of that concept (small creative tweaks).
Example total ads: 3 ad sets × 3 variations = 9 ads.
Can scale up to 20-50+ ads if desired; no strict upper limit.

Ad Set Level

Targeting is kept broad (e.g., age 18-65+, all genders, Advantage+ placements).
Broad targeting allows Facebook’s algorithm to optimize spend efficiently.
Separate CBOs recommended if mixing images and videos to avoid cannibalization.

Budget Calculation

Golden rule: Allocate at least $10 per ad per day.
Example: 9 ads × $10 = $90 minimum daily budget.
Never run CBO campaigns under $50/day regardless of ad count.
If budget is less than $50/day, paid ads are not recommended.

Campaign Setup Best Practices

Campaign Objective: Sales with website conversions.
Optimization: Optimize for purchases (most effective for sales campaigns).
Attribution Window: 7-day click, 1-day view; disable view-through conversions initially.
Schedule: Start ads at 6:00 a.m. EST for consistency.
Location: Test primarily in the United States (or relevant market).
Ad Level Settings:
- Use single image or video ads (images preferred for faster testing).
- Disable all Facebook creative enhancements (promo codes, branding, overlays, animations, music, text improvements).
- Use “Learn More” call-to-action for better performance (vs. “Shop Now”).
- Ensure URL consistency between ad copy and destination.
- Turn off “optimize website destination” to prevent traffic leakage.
- Keep language broad but relevant.

Operational Tactics and Recommendations

Ad Duplication Workflow:
- Create one ad with baseline creative.
- Duplicate ad 2-4 times and modify creatives for variations.
- Duplicate ad sets to add more new concepts.
Handling Spend and Cannibalization:
- Facebook may unevenly allocate spend (some ads or ad sets get little to no spend).
- This is acceptable and often indicates weaker creatives.
- Don’t expect equal spend distribution; focus on data-driven decisions.
Data-Driven Decision Making:
- Strategy is backed by extensive personal data, peer accounts, and Brand Builders Academy student results.
- Ignore Facebook’s theoretical “best practices” if data contradicts.
- Prioritize creative diversity over variations for meaningful performance improvements.
Post-Launch Management:
- Separate video available covering when to kill or scale ads, handling no-spend ads, and testing landing pages.
- For advanced questions, Mark invites viewers to DM him on Instagram.

Metrics and KPIs Highlighted

Budget per ad: $10/day minimum.
Minimum campaign budget: $50/day.
Ad sets: 3-5 (each a unique concept).
Ads per ad set: 2-5 variations.
Optimization goal: Purchase conversions.
Attribution window: 7-day click, 1-day view.
Key performance indicators: Cost per purchase, ad spend distribution, conversion rates (implied).

Framework Summary

Launch CBO campaign with broad targeting.
Multiple ad sets = multiple new concepts.
Each ad set has multiple variations.
Allocate $10 per ad per day minimum.
Prioritize new concepts over variations (80/20 split post-Andromeda).
Use data to decide scaling/killing ads, not Facebook’s theoretical advice.

Concrete Example

Campaign budget: $90/day.
3 ad sets (concepts).
Each ad set has 3 variations.
Broad targeting: US, age 18-65+, Advantage+ placements.
Optimization: Purchases, 7-day click/1-day view.
Ads launched at 6 a.m. EST.

Source / Presenter

Presenter: Mark (YouTube creator, Brand Builders Academy instructor)
Additional resources: Brand Builders Academy, Instagram @markbuildsbrands

This summary provides a clear, actionable playbook for Facebook ad testing post-Andromeda update, emphasizing creative diversity, structured CBO campaigns, and a data-first approach to scaling and optimization.