how to test facebook ads post andromeda update

Summary: How to Test Facebook Ads Post-Andromeda Update (Mark’s Framework and Process)

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Key Changes Post-Andromeda Update

• Shift in Facebook ad testing strategy:
  • Pre-Andromeda: Approximately 80% of ads were variations (small tweaks of winning ads), 20% new concepts.
  • Post-Andromeda: Flip to about 80% new concepts (completely unique creatives), 20% variations.
• Emphasis on creative diversity and testing multiple new concepts rather than spamming variations of one winner.
• Testing many new concepts simultaneously (3 to 10+ concepts per campaign) is more effective than focusing on variations.

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Testing Structure & Setup Framework

Campaign Budget Optimization (CBO)

• Budget set at campaign level; Facebook allocates spend across ad sets.
• Recommended: 3-5 ad sets per CBO, each representing a different ad concept.
• Each ad set contains 2-5 variations of that concept (small creative tweaks).
• Example total ads: 3 ad sets × 3 variations = 9 ads.
• Can scale up to 20-50+ ads if desired; no strict upper limit.

Ad Set Level

• Targeting is kept broad (e.g., age 18-65+, all genders, Advantage+ placements).
• Broad targeting allows Facebook’s algorithm to optimize spend efficiently.
• Separate CBOs recommended if mixing images and videos to avoid cannibalization.

Budget Calculation

• Golden rule: Allocate at least $10 per ad per day.
• Example: 9 ads × $10 = $90 minimum daily budget.
• Never run CBO campaigns under $50/day regardless of ad count.
• If budget is less than $50/day, paid ads are not recommended.

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Campaign Setup Best Practices

• Campaign Objective: Sales with website conversions.
• Optimization: Optimize for purchases (most effective for sales campaigns).
• Attribution Window: 7-day click, 1-day view; disable view-through conversions initially.
• Schedule: Start ads at 6:00 a.m. EST for consistency.
• Location: Test primarily in the United States (or relevant market).
• Ad Level Settings:
  • Use single image or video ads (images preferred for faster testing).
  • Disable all Facebook creative enhancements (promo codes, branding, overlays, animations, music, text improvements).
  • Use “Learn More” call-to-action for better performance (vs. “Shop Now”).
  • Ensure URL consistency between ad copy and destination.
  • Turn off “optimize website destination” to prevent traffic leakage.
  • Keep language broad but relevant.

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Operational Tactics and Recommendations

• Ad Duplication Workflow:

  • Create one ad with baseline creative.
  • Duplicate ad 2-4 times and modify creatives for variations.
  • Duplicate ad sets to add more new concepts.

• Handling Spend and Cannibalization:

  • Facebook may unevenly allocate spend (some ads or ad sets get little to no spend).
  • This is acceptable and often indicates weaker creatives.
  • Don’t expect equal spend distribution; focus on data-driven decisions.

• Data-Driven Decision Making:

  • Strategy is backed by extensive personal data, peer accounts, and Brand Builders Academy student results.
  • Ignore Facebook’s theoretical “best practices” if data contradicts.
  • Prioritize creative diversity over variations for meaningful performance improvements.

• Post-Launch Management:

  • Separate video available covering when to kill or scale ads, handling no-spend ads, and testing landing pages.
  • For advanced questions, Mark invites viewers to DM him on Instagram.

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Metrics and KPIs Highlighted

• Budget per ad: $10/day minimum.
• Minimum campaign budget: $50/day.
• Ad sets: 3-5 (each a unique concept).
• Ads per ad set: 2-5 variations.
• Optimization goal: Purchase conversions.
• Attribution window: 7-day click, 1-day view.
• Key performance indicators: Cost per purchase, ad spend distribution, conversion rates (implied).

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Framework Summary

• Launch CBO campaign with broad targeting.
• Multiple ad sets = multiple new concepts.
• Each ad set has multiple variations.
• Allocate $10 per ad per day minimum.
• Prioritize new concepts over variations (80/20 split post-Andromeda).
• Use data to decide scaling/killing ads, not Facebook’s theoretical advice.

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Concrete Example

• Campaign budget: $90/day.
• 3 ad sets (concepts).
• Each ad set has 3 variations.
• Broad targeting: US, age 18-65+, Advantage+ placements.
• Optimization: Purchases, 7-day click/1-day view.
• Ads launched at 6 a.m. EST.

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Source / Presenter

• Presenter: Mark (YouTube creator, Brand Builders Academy instructor)
• Additional resources: Brand Builders Academy, Instagram @markbuildsbrands

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This summary provides a clear, actionable playbook for Facebook ad testing post-Andromeda update, emphasizing creative diversity, structured CBO campaigns, and a data-first approach to scaling and optimization.