Meta Andromeda Explained in Simple Words

Meta recently introduced its new retrieval engine called Andromeda.
If you want the technical explanation, it’s already available on Meta’s engineering blog. But here is my simple and practical understanding from a marketer’s point of view.

These are the three things that matter the most.

1. Create multiple concepts. Let Meta decide what works for whom.

You do not have to worry too much about TOFU, MOFU or BOFU anymore.
Meta understands users at a deeper level now.

Your job is to create multiple concepts inside a single campaign:

• different ideas
• different hooks
• different angles
• different visual formats

Meta will automatically test and show the right concept to the right person.
You do not need ten different ad sets.
You just need good concepts.

Let Meta do the matching.
You just give it enough variety.

2. Use clear keywords and be descriptive in both copy and creative.

This is very important.

Meta reads everything:

• your primary text
• your headline
• your description
• even the words inside your creative

If your copy is vague or confusing, Meta simply cannot understand your ad properly.
And if it cannot understand, it cannot match your ad with the right audience.

Be specific.
Be clear.
Describe exactly what your product or service is and who it is for.

This helps Meta understand and deliver your ads correctly.

3. Create many ads, but keep them high quality.

Targeting is no longer the deciding factor.
Creativity is.

Your focus should be on:

• strong hooks
• clean visuals
• good storytelling
• real emotions
• format experiments
• fast iterations

Meta will handle the technical part.
You handle the creative part.

Make ads that are worth watching.
That is your responsibility now.

Also remember this. Your product or service must actually be worth buying. If it is not, please skip all these ninja techniques and first build a better product or service. Nothing can save a weak offer.

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A Real Example From a Chess Academy

Here is a simple example from something I have personally worked on.

If you are running a chess academy or any activity centre for kids, the traditional approach is to run a lead generation campaign with one salesy creative and a lead form. When you do this, the cost per lead usually goes anywhere between 30 to 100 rupees. The ad feels like a pitch, so the leads are low quality and the intent is low.

But instead of that, you can take a completely different route.

Create an engaging reel that shows real moments:

• kids playing
• The coach is guiding them
• the atmosphere
• small achievements
• the energy inside the academy

Make it natural. Make it story-driven.

Then use a simple WhatsApp button like Know More.
Once the parent clicks, they enter a WhatsApp chatbot where they can ask questions, see photos, watch videos and understand what the academy offers.

This approach brought down cost per lead from 60 to 100 rupees to around 10 to 20 rupees. And the lead quality was much higher because parents who clicked genuinely wanted information.

This is one of the best results I have seen for an academy.

One Thing Most Marketers Forget

Something important I want to tell every marketer.

You can spend two or three hours reading about the Andromeda update or even ask ChatGPT to summarize it for you. But instead of doing that, most people are just freaking out and doing random iterations on ads without understanding anything. You are getting your hands dirty without knowing the logic behind what you are doing.

This is exactly why you need to stop and understand the algorithm.
Not everything is about action.
Sometimes you need reflection.

The next time your ads are not performing, do not burn money blindly.
Take a step back.
See what is happening in the industry.
Watch a few YouTube videos.
Join Reddit communities.
Discuss with other marketers.
Understand different points of view.

Most businesses burn money because they never pause to think.
What makes you different is your ability to stop, think, observe and understand what the algorithm is trying to do before you take action.

What To Do Based On Your Business Size

Different businesses need different approaches. Here is the simplest way to look at it.

If you are a small business with a tight budget

Create one strong reel or creative.
Make sure it is:

• engaging
• clickable
• attention grabbing

Study your niche on Facebook Ads Library, take inspiration and create your version.
Update this creative every week to avoid creative fatigue.

One great concept. Update weekly.

If you are a mid-sized business with a good creative team

Aim for three to four strong concepts every week.
Reels, videos, posters, different hooks and different angles.

Under each concept, make multiple variations.
Meta will test everything.

Again, update weekly.
Do not let your creatives go stale.

If you are an enterprise or a corporate brand

Your agency should already know all this.
If they do not, that itself is a problem.

Conclusion

Meta has taken over all the heavy lifting.
Targeting, matching, optimisation and the technical side of ads.

Your job now is simple.
Create ads that are clear, human and engaging.

That is what will win in the Andromeda world.

Want to talk about this

If you want to discuss this update or understand how to apply it to your business, feel free to reach out.

hi@prajwal.work

I will be posting more digital marketing concepts on my website, so if you want to learn more, feel free to email me or comment below. I am always active here because I hardly have any audience yet.

Peace Out