• PPC

  Question on account and campaign structure since Andromeda update

  Posted by shubbanubba on October 16, 2025 at 3:21 pm

  

  Context for the question

  As I understand it, Andromeda is Meta catching up with its own tech, as it is now able to retrieve the hundreds to thousands of creative variations that Advantage+ plus can generate with gen AI, placement, budget and audience selection.

  When I last ran Meta Ads many moons ago, I used the following campaign structure: CBO campaign per product or offer → ad set per angle → ad per creative variation up to 6.

  Now that Andromeda and Advantage together can effectively deliver relatively small creative variations without input from the advertiser, it makes sense that Meta has removed any mention of a 6 ad soft limit. Instead it encourages advertisers to focus on bigger creative variations like angle, personas and formats.

  With angle now handled at the ad level, this arguably deprecates the ad set and every Sales campaign is now, effectively, what used to be called an Advantage Shopping Campaign before it merged with Sales.

  The question

  What level of the ad account should now handle variation in product and/or offer?

  I am sure it will be a case-by-case basis to some extent. For instance, I imagine I would probably launch a BFCM campaign completely separately from my main sales campaign.

  Yet presumably you want your main campaign to have as much performance data as possible. So there's an argument for using the following structure: one sales campaign for most of the year for non-aggressive, long-term offer types → ad set per product or offer → ad per angle, persona, or format.

  Presumably, the issue with this structure would be competition between ad sets for the same audience. If you're buying media for a general store with lots of distinct products, this may not be issue. If you're buying media for a brand within a specific niche, this could be an issue that limits your ability to reach customers, if not actually drive up your CPMs.

  I'm very rusty on Meta Ads, so I'm not too sure how to think through this. I would love to hear from people here

  shubbanubba replied 1 day, 15 hours ago 1 Member · 0 Replies
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