#andromeda

7 notes tagged “andromeda”.

• Ad relevance and the relevance chain — first frame to landing page to homepageBarry Hott's view that relevance (not Andromeda) decides Meta performance — micro-signals like accent, age or the hero image change who an ad is relevant to; relevance must carry from the top pixels of the ad through the video to the landing page and the homepage people escape to (MrBeast's build-from-the-thumbnail method); and with algorithmic feeds the cold-vs-warm relevance gap keeps widening.
• Building Meta creative from personas, angles and awareness levelsReady Set's "main vs testing dimensions" framework (creative target persona, angle, awareness level → visual hook, style, format, partnership ads, talent), Motion's persona → messaging → hook pyramid, and how to find untapped personas in your account.
• Consolidate into an "Andromeda portfolio" or keep the old-school setup?Smart Marketer's rule for choosing between the consolidated Andromeda setup (reset when things are going badly) and the granular "Forrest Gump sprint" (when you have momentum), with the CleanEase case — 8 campaigns to 2, CPM −20%, CPA −35%.
• Creative diversity after Meta Andromeda — the five levelsDara Denney's ladder for creative diversity on Meta post-Andromeda — level 0 statics vs video, 1 format expansion, 2 awareness-level expansion, 3 desire/motivation expansion, 4 persona and use-case expansion, 5 "true" diversity — and how it changes test setup (all statics in one ad set, maximum visual range per video test).
• Creative similarity and "entity IDs" — why 30 ads can get one ad's worth of deliveryHow Andromeda clusters look-alike ads into one "entity" (industry term), which creative variables make an ad count as different (format, production style, audio, setting, persona), and how to tell similarity from fatigue.
• What Andromeda, GEM and Lattice are, and what they change for advertisersPlain-language model of Meta's 2025–2026 ad delivery stack (Andromeda retrieval → GEM ranking → Lattice unified models), the Advantage+ sales rollout of mid-2025, and the practical consequence that creative, not targeting or structure, decides delivery.
• When to iterate on a winning Meta ad vs make a net-new conceptDiversity (net-new concepts) explores new personas; iteration exploits a proven persona × angle combination — how the 2025–2026 practitioners split effort, what counts as each, and the cases where a small tweak is enough.