Andromeda simplifies Facebook ads with Advantage+. Automate, optimize, and target broader audiences for better ROAS.
Meta is rolling out Andromeda, a cutting-edge machine learning system powered by NVIDIA chips, set to transform ad retrieval. This update will streamline campaign management, with all ads transitioning to Advantage+ campaigns by default.
Key Changes for Marketers:
- Simplified Campaign Structure: The new default workflow will center around Advantage+ Sales Campaigns, consolidating all campaigns into this format.
- Optimization Score: Meta will introduce a Campaign Optimization Score, providing AI-driven recommendations to encourage greater reliance on automation.
- Value-Based Bidding: The focus is shifting from lowest-cost bidding to value optimization using Target ROAS (tROAS), especially beneficial for businesses with diverse product offerings. Future updates will even include profit optimization.
- Attribution Window Adjustments: While 7-day click attribution is closer to actual results, a 7-day click, 1-day view window is recommended, with the suggestion to conduct incremental studies to accurately measure causal effects.
- Broad Audience Targeting: Andromeda's enhanced context window for user behavior makes broad audience targeting more effective and eliminates the 50-conversion requirement.
- Refined Customer Segmentation: Meta will allow specification of existing and engaged customers at the account level, redefining them as "active" and "lapsed" customers based on purchase history and behavior.
- Creative Strategy: Campaigns should be built around distinct offers, with a focus on high-volume, diverse ad creatives, including vertical video with sound.
Embracing Automation:
Meta's AI enhancements, which have shown to increase ROAS by 27%, emphasize the importance of leveraging automation for ad personalization. This shift reduces the number of campaigns, streamlines budget allocation, and minimizes manual decision-making in media buying.
By adapting to these changes, marketers and e-commerce brand operators can harness the power of Meta's AI to achieve more efficient and effective advertising campaigns.
For more details on Meta's Andromeda system, see this article on the Meta Engineering blog.
