The Best Facebook Ads Strategy for 2026 (Post Andromeda)

Name: The Best Facebook Ads Strategy for 2026 (Post Andromeda)
Uploaded: 2025-12-21T18:00:18.000Z
Duration: 38 min 7 s

Understanding the Impact of Meta's Andromeda Update

Initial Reactions to the Andromeda Update

Following the release of Meta's Andromeda update, many advertisers reported a significant drop in their return on ad spend (ROAS), with some seeing declines from high multiples down to barely breaking even.

Despite widespread concern among tens of thousands of advertisers, adapting to these changes can provide a competitive advantage.

Strategies for Ad Success Post-Andromeda

The transition from traditional audience selection to concept-driven audience creation is crucial. Advertisers must adapt their strategies accordingly.

It's essential to develop multiple creative concepts that can perform differently; this allows for better optimization and understanding of what works best.

Setting Up Your First Ad Campaign

For beginners, starting with a single prospecting campaign featuring three ad sets is recommended: one broad ad set and two interest-based ad sets.

The broad ad set should target a wide audience while the interest groups should focus on niche brands relevant to your business.

Optimizing Campaign Performance

Allow the pixel time to learn; it may take longer initially but will yield better results once optimized.

Use campaign budget optimization (CBO), focusing on maximizing conversions rather than other metrics like add-to-carts or checkouts.

Key Settings for Effective Advertising

Ensure conversion events are set correctly—always prioritize purchases as the main goal over less effective actions.

In your broad pack settings, keep targeting broad without exclusions initially, allowing Facebook’s algorithm flexibility in finding potential customers.

Analyzing Competitor Strategies

Monitor competitors' ads for inspiration and adapt successful elements into your own campaigns while adding unique touches.

Change in Prospecting Strategy

New Campaign for Existing Customers

A new campaign targeting existing customers has been introduced to prevent Facebook from overspending on them.

The goal is to separate prospecting (new acquisition) from retention efforts, ensuring clarity in marketing strategies.

Retention Campaign Setup

In the ad set, maintain previous settings but focus on including purchasers from the last 180 days and any all-time lists.

Avoid using the "use as a suggestion" option to ensure ads target only specified audiences without expansion by Facebook.

Limiting Ad Reach

It's crucial to select "further limit the reach of your ads" to keep campaigns focused and effective.

During this phase, aim to optimize creatives by producing more iterations of top-performing ads.

Introduction of the Pack System

Importance of Organization

The pack system helps organize campaigns while allowing Facebook's algorithm to function effectively with a mix of control.

Launching New Creatives

Each time new creatives are launched, they should be placed into a new pack without resetting learnings at higher levels.

Managing Ad Sets Effectively

By introducing new packs, Facebook can allocate budget based on performance without manual intervention or pausing ads.

Scaling Mechanism Implementation

Graduating Top Performing Ads

Successful ads are moved into a "winners' bucket," which serves as a holding area for high-performing creatives.

Testing Interest Groups Separately

Graduated winners are tested within interest groups separately from creative variables to accurately assess performance.

Campaign Strategies for New Customer Acquisition

Broad Campaign Structure

The speaker describes a broad campaign strategy, labeling it as "scale," where all ads are placed in one ad set to maximize spending on top-performing ads.

Existing customers are excluded from targeting to focus solely on acquiring new customers.

The Messy Middle: Challenges in Spending

The "messy middle" refers to the $10,000 to $30,000 spending range where brands often struggle with mental and financial roadblocks.

Brands may hesitate to spend over $1,000 daily due to perceived risks, leading to overspending on existing audiences instead of focusing on new customer acquisition.

Importance of Targeting New Customers

Emphasis is placed on ensuring that advertising efforts prioritize reaching pure prospects who have not previously engaged with the brand.

The speaker invites brands within the $20K/month revenue range to apply for assistance through their agency, Moonlighters.

Scaling Beyond $30K: Fluidity in Budgeting

Once spending exceeds $30K, accounts can grow rapidly; budgets may fluctuate significantly based on performance metrics.

Maintaining a prospecting CBO (Campaign Budget Optimization) system is crucial during this phase while introducing retargeting strategies.

Retargeting Strategies and CBO Roadblocks

Retargeting becomes essential as spending increases; recommended strategies include targeting add-to-cart users and site visitors within specific time frames.

A common issue arises when one ad set consumes most of the budget; setting ad set spending limits can help distribute funds more evenly across campaigns.

Managing Ad Set Spending Limits

To address CBO roadblocks, adjust ad set spending limits by switching from percentage-based to dollar value settings based on target CPA (Cost Per Acquisition).

If an ad set consistently meets or exceeds its minimum spend without scaling effectively, it may need reevaluation or removal of limits.

Insights for High-Spending Brands

For brands spending over $100K monthly, perceptions of scale differ significantly compared to lower budgets; understanding percentage growth versus absolute numbers is key.

As creative assets increase at higher spend levels, strategic adjustments become necessary for effective campaign management.

How Much Creative Do You Need for Advertising Growth?

The Rule of 10,000

For every $10,000 spent monthly on advertising, upload an equivalent number of ads weekly. For instance, spending $100,000 means uploading 10 ads per week.

This rule does not account for size variations or minor iterations; it emphasizes the need for distinct ad creatives.

Managing Larger Ad Accounts

As ad accounts grow beyond $100K in spend, additional strategies must be considered to maintain effectiveness and performance.

Implement cost caps and bid caps to sustain return on ad spend (ROAS) and manage cost per acquisition effectively.

Optimizing Ad Spend Timing

Utilize day parting and week parting strategies by analyzing which days yield better performance; allocate more budget to those high-performing days.

Check Shopify data to ensure spending aligns with peak performance days for potential improvements in overall campaign effectiveness.

Incremental Attribution Insights

Transition from traditional attribution models (like 7-day click or one-day view) to incremental attribution to capture the true impact of Facebook advertising.

Understanding the halo effect from referrals and word-of-mouth is crucial as businesses scale their advertising efforts.

Additional Resources

A comprehensive guide detailing these strategies is available through a link in the description, including flowcharts and implementation steps.