SUMMARY

Antonio Ventre, a digital marketing expert, details Meta's Andromeda algorithm update and shares a tested Facebook Ads strategy that boosts ROAS by 23-41% through creative diversification and simplified campaign structures.

STATEMENTS

The Andromeda algorithm update prioritizes maximizing target efficiency by enhancing targeting through creatives rather than traditional audiences and segments.
Advertisers should focus on creative diversification, creating varied ads in terms of angle, concept, and content to allow Meta to match them to relevant sub-audiences.
To adapt, reduce the number of ad sets in campaigns and maximize ads per ad set, potentially up to 50, to let the algorithm optimize delivery.
Post-update strategies show ROAS improvements, such as from 3.83 to 4.71 overall and from 4.30 to 6.08 in specific campaigns after applying the new structure.
Avoid splitting creatives by angles into separate ad sets; instead, consolidate multiple variations (15-50) into one ad set and scale budget there until learning is complete.
Campaign structure should use one CBO campaign with minimal ad sets, broad targeting without exclusions, and creatives tailored to different user awareness stages (top, middle, bottom funnel).
Include all audiences—new, engaged, and existing—in the broad setup, using tools like pixel data and dynamic lists to signal Meta on audience priorities without manual exclusions.
For retargeting and retention campaigns, use manual targeting to specific small audiences with high-frequency creatives (15-50 per ad set) to prevent ad fatigue and reports.
During promo events like Black Friday, maintain evergreen broad campaigns and add temporary promo ones without exclusions to initially leverage existing audiences for faster optimization.
Meta's algorithm creates a full-funnel flywheel by allocating creatives to appropriate awareness stages, ensuring long-term profitability by balancing top-of-funnel growth with bottom-funnel conversions.

IDEAS

Andromeda shifts targeting power to creatives, making audience segments like lookalikes increasingly obsolete as each ad variant targets niche sub-audiences automatically.
Consolidating dozens of diverse creatives into single ad sets accelerates learning and stabilization, stacking data to boost success rates without resetting optimization through new sets.
Broad campaigns without exclusions naturally allocate only 3-4% budget to existing customers, freeing most spend for new and engaged prospects to drive scalable growth.
Tailoring creatives to awareness stages (e.g., educational top-funnel vs. urgency-driven bottom-funnel) enables Meta to build a self-sustaining content flywheel for ongoing profitability.
Adding new creatives to mature ad sets leverages existing data for immediate performance lifts, avoiding the pitfalls of frequent new ad sets that prolong learning phases.
Promo campaigns benefit from temporary broad setups that initially draw from warm audiences, rapidly collecting data to refine targeting toward cold prospects mid-event.
High-frequency small audiences in retargeting require 15-50 varied creatives per ad set to combat fatigue, as repetition risks user reports and skyrocketing CPMs.
Meta's system inherently handles retargeting within prospecting CBOs, turning single campaigns into efficient full-funnel machines without separate structures.
Dynamic audience lists (e.g., via Klaviyo) must update continuously to maintain signal accuracy, preventing Meta from over-allocating budget to outdated engaged or customer segments.
Excluding nothing in broad setups forces Meta to infer funnel needs from creative diversity, mimicking lookalike expansion from initial warm-audience purchases for broader reach.

INSIGHTS

By emphasizing creative diversity over audience segmentation, Andromeda democratizes ad targeting, allowing even small brands to achieve efficient scaling akin to data-rich enterprises.
The flywheel effect of consolidated ad sets reveals how algorithmic intelligence can outperform manual splits, turning ad accounts into self-optimizing ecosystems for sustained ROAS.
Minimal ad sets with maximal creatives underscore that simplicity in structure amplifies complexity in content, balancing efficiency with relevance for long-term campaign health.
Broad targeting without exclusions highlights Meta's evolved understanding of business growth, prioritizing new customer acquisition while minimally servicing retention to fuel expansion.
Temporary promo integrations show how leveraging warm data accelerates cold-audience optimization, illustrating the algorithm's adaptive learning as a bridge between short-term spikes and enduring performance.
High-variety creatives in small audiences prevent fatigue, demonstrating that user experience directly impacts costs, where prevention of reports preserves low CPMs and high deliverability.

QUOTES

"Meta takes all your ad creatives, reorganize them into different buckets of audiences, and then sub audiences, and then it will show the related ads to the audience where this ads is most relevant for."
"Your goal overall now is to decrease the number of adsets inside your campaign and maximize the number of ads inside each single adset."
"The strategy only works if you do two things. The first one is this one that I've just mentioned. And the second thing that you have to do is basically make sure that you are uh putting all your audiences here."
"Meta nowadays, especially with your Andromeda, they knows that you need to have enough top ofunnel audience and traffic that can sustain the middle and bottom of funnel."
"You put all the con inside and meta will allocate and target different people on different stages based on the messages that you create within the ad creative strategy."

HABITS

Regularly test and diversify creatives by angles and concepts, aiming for 15-50 variations per ad set to align with Andromeda's targeting preferences.
Monitor ad set learning phases closely, creating new sets only after exiting limitations to stack data and stabilize performance.
Maintain dynamic audience lists in tools like Klaviyo, updating them continuously to ensure accurate signals for Meta's budget allocation.
Tailor ad content to user awareness stages in every campaign, producing top-, middle-, and bottom-funnel messages to support full-funnel optimization.
Launch promo campaigns alongside evergreen ones briefly at event starts, then scale back to broad setups for data-driven refinement.

FACTS

Post-Andromeda, one client's ROAS rose from 3.83 to 4.71 overall, with a specific campaign jumping from 4.30 to 6.08 by consolidating creatives.
In a tested account, increasing ads from 7 to 11 in the same ad set boosted ROAS from 4.68 to 6.08 between June and August.
Another example showed ROAS improving from 4.24 to 5.43 after adding 10 creatives to reach 13 total in one ad set over two months.
In a broad campaign with $18,000 spend, 65% budget went to new audiences, 31% to engaged (net new), and only 3.4% to existing customers.
Meta's algorithm exited learning faster in stacked ad sets, achieving 50+ purchases weekly per set compared to split structures struggling individually.

REFERENCES

Meta's Andromeda algorithm documentation on creative reorganization and audience bucketing.
Klaviyo (or similar tools) for dynamic customer lists and email syncing.
Facebook Ads Manager for CBO campaigns, ad sets, and pixel-based engaged audiences.
Client e-commerce accounts tested across June-August for ROAS comparisons.

HOW TO APPLY

Diversify Creatives Thoroughly: Create 15-50 unique ads varying in angle, concept, visuals, and messaging tailored to top-, middle-, and bottom-funnel awareness stages, then consolidate them into a single ad set within a CBO campaign to enable Meta's automatic audience matching.
Minimize Ad Sets: Launch one campaign per product with broad targeting (no custom audiences or exclusions initially), adding budget to the ad set as it exits learning phase, and only introduce new ad sets when creative capacity maxes out at around 50 ads.
Incorporate All Audiences Dynamically: Use pixel events (e.g., add-to-cart, checkout initiated excluding purchases) and tools like Klaviyo for engaged audiences, plus dynamic lists of existing customers (purchases last 180 days); include these in the broad setup without exclusions to signal funnel priorities to Meta.
Handle Retargeting and Retention Manually if Needed: For small warm audiences, set up separate campaigns with manual targeting (website visitors, engagers, excluding purchasers for retargeting; existing customers only for retention), using broad placements and 15-50 high-variety creatives per ad set to manage frequency and avoid fatigue.
Adapt for Promo Events: Keep evergreen broad CBO active, then add a parallel promo campaign with similar broad structure but no exclusions; run it for 3-5 days at launch to gather warm data, then pause and let the broad campaign optimize toward new audiences using the collected insights.

ONE-SENTENCE TAKEAWAY

Adopt creative diversification in minimal ad sets for Andromeda to skyrocket ROAS through automated full-funnel targeting.

RECOMMENDATIONS

Prioritize creative quality over quantity tweaks, ensuring true diversity to exploit Andromeda's sub-audience bucketing for precise delivery.
Scale budgets within single ad sets post-learning to accumulate data momentum, avoiding resets that dilute optimization efficiency.
Integrate dynamic lists early to guide Meta's spend, balancing acquisition with minimal retention for scalable growth.
Test promo overlays briefly to bootstrap data, then pivot to broad evergreen for sustained performance without audience overlap issues.
Monitor frequency in small audiences aggressively, rotating 15-50 creatives to preempt reports and maintain low CPMs.

MEMO

In the wake of Meta's Andromeda algorithm update, a seismic shift has upended Facebook advertising strategies, rendering classic testing and scaling approaches obsolete. Digital marketer Antonio Ventre, who has tested tactics across numerous e-commerce clients, warns that clinging to segmented campaigns could tank return on ad spend (ROAS) by as much as 41%. His revelation: a streamlined structure that leverages the algorithm's focus on creative efficiency, boosting performance from 3.83 to 4.71 ROAS in one account and even higher in others. By reorganizing creatives into vast, diverse ad sets, Ventre's method allows Meta to intelligently match ads to sub-audiences, sidelining outdated lookalikes and interest targeting.

At its core, Andromeda prioritizes "target efficiency," where creatives— not audiences—drive relevance. Ventre explains that Meta now buckets ads by concept and angle, delivering them to the most receptive viewers without manual splits. This demands radical diversification: think 15 to 50 unique variations per ad set, spanning educational top-funnel hooks to urgency-laden bottom-funnel calls. "You put all the content inside," Ventre says, "and Meta will allocate and target different people on different stages." The result? Fewer ad sets, consolidated data for faster learning, and budgets naturally flowing 65% to new prospects in broad campaigns, with just 3.4% to existing customers—proving the system's innate balance for growth.

Ventre's before-and-after metrics paint a compelling picture. In June, a campaign with seven ads yielded 4.68 ROAS; by August, adding four more in the same set pushed it to 6.08. Another saw 4.24 climb to 5.43 after injecting 10 fresh creatives. Yet success hinges on nuance: include all audiences dynamically via pixels and tools like Klaviyo, sans exclusions, to signal funnel needs. For retargeting tight groups, manual setups with high-variety ad volumes curb fatigue, as repetition invites user reports and CPM spikes. During Black Friday-like surges, layer promo campaigns atop evergreens briefly, harvesting warm data to sharpen cold targeting.

This full-funnel flywheel isn't just tactical—it's philosophical for advertisers. Andromeda embodies Meta's vision of AI-orchestrated marketing, where human ingenuity in creatives meets machine smarts in distribution. Ventre cautions that without awareness-staged messaging, budgets skew to repeats, eroding scale. For brands spending $100,000 monthly, it's already delivering: incremental reach without forced exclusions, self-optimizing sets exiting learning swiftly. As algorithms evolve, Ventre's blueprint urges adaptation over resistance, promising not just survival but thriving in an ad landscape where creativity reigns supreme.