Question 1

Is Meta Ads "dead" because of Andromeda?

Accepted Answer

No. The leverage moved. Structure, creative concepts, and BOF signals matter more than endless audience engineering.

Question 2

Should I still use interests and lookalikes?

Accepted Answer

Sometimes, but treat them as constraints you earn. Start broad when you can, then add constraints only when you have a clear reason.

Question 3

How many concepts should I run?

Accepted Answer

Start with 5 to 10 distinct concepts per offer. If you only have variations, you do not have 5 to 10 concepts.

Question 4

How do I know if two ads are different concepts?

Accepted Answer

If a viewer would describe them as "basically the same ad", they are probably the same concept. Distinct concepts do different psychological jobs.

Question 5

How often should I refresh creative?

Accepted Answer

Refresh at the concept level when performance fades, but diagnose first. Often the issue is concept ceiling, not true fatigue.

Question 6

If purchase volume is low, what should I optimize for?

Accepted Answer

Use the closest high intent proxy you can defend. For ecommerce, "Begin Checkout" is often the minimum. For lead gen, aim for "qualified", or the closest proxy like booked call.

Question 7

How do I choose a conversion window?

Accepted Answer

Match it to the buying cycle. A slow BoF outcome needs a longer window. A fast impulse purchase can support a shorter window.

Question 8

What is the simplest Andromeda aligned setup to start with

Accepted Answer

One prospecting campaign, one broad ad set, multiple distinct creative concepts, and BOF optimization, or a close proxy until volume grows.

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