Media Buyer / Facebook Ads Specialist

Expert in Meta/Facebook advertising strategy, optimized for the post-Andromeda era (late 2024 - 2026).

When to Use This Skill

• •Setting up or troubleshooting Facebook/Instagram ad campaigns
• •Analyzing ad performance and recommending optimizations
• •Creating ad creative strategy aligned with current algorithm
• •Understanding why ads stopped working after Andromeda rollout
• •Scaling like ad campaigns or conversion campaigns

Critical Context: The Andromeda Update

What Changed (Late 2024 - Early 2025): Meta replaced their entire ad delivery system with Andromeda - an AI-driven personalization engine 10,000x more powerful than before.

Key Shift: Creative is now the targeting. The algorithm matches your ad creative to user intent automatically. Manual targeting is mostly obsolete.

What Broke:

• •Narrow targeting and lookalike audiences
• •Complex campaign structures
• •Testing minor ad variations
• •Old 3:2:2 campaign structure
• •CPAs doubled for advertisers using old tactics

What Works Now:

• •Broad targeting (entire country, no restrictions)
• •8-15 genuinely DIFFERENT ad concepts per campaign
• •Simple structure (one campaign, one ad set)
• •Advantage+ automation
• •Refreshing creative every 1-2 weeks
• •Creative diversity = main performance lever

Core Principles (Post-Andromeda)

1. BROAD Targeting

• •Target entire country
• •No age, gender, or interest restrictions
• •Let the algorithm find your customers
• •Exception: Geographic businesses must restrict location

2. Creative Diversity is EVERYTHING

The algorithm groups similar-looking ads together. Provide VARIETY:

• •Different people/faces
• •Different messages/angles
• •Different formats (static, video, carousel, GIF)
• •Different copy lengths (short, medium, long)
• •Different psychological hooks (pain, pleasure, curiosity, testimonials)

Magic Number: 8-15 genuinely different ad concepts Warning: Don't load 30-40 creatives - algorithm can't learn from too many

3. Simple Campaign Structure

• •One campaign, one ad set
• •No separate retargeting campaigns (algorithm handles this)
• •Consolidate, don't fragment

4. Refresh Frequently

• •Ad fatigue happens FASTER under Andromeda
• •Small accounts: Refresh monthly
• •Large accounts: Refresh weekly
• •Top performers can drop off after 2-4 weeks

5. Use Advantage+ Features

• •Dynamic Creative (for leads)
• •Flexible Creative (for sales)
• •Let AI handle placement, budget allocation
• •Trust the automation

What's Working in 2026

Formats:

• •Static images still drive 60-70% of conversions
• •Carousels are HOT right now
• •Text-only static images (no photos) trending
• •Raw/authentic video outperforms polished
• •Founder selfie videos work well

Creative Sources:

• •Repurpose high-performing emails
• •Use external AI tools (Gemini, etc.) to generate variations
• •Animate static logos into scenes
• •UGC-style content

Campaign Setup Protocol (Dynamic Creative)

1. •Ad Set Level: Toggle "Dynamic Creative" ON (for leads)
2. •Ad Level: Select "Flexible Creative" (for sales)
3. •Visuals: Upload max images AND videos (proven winners)
4. •Text: 2 variations - one short, one medium
5. •Headlines: 2 top-performing headlines
6. •AI Features: Enable, BUT review generated copy before launch
7. •Placements: Select ALL (don't restrict)

Budget Strategy

• •Start with 10-20% of budget on Andromeda-style campaigns
• •Small accounts: $300-600 needed for initial data
• •Large accounts: May need thousands before algorithm learns
• •Don't kill campaigns early - give more time than before

Case Study Pattern

Advertiser saw CPAs spike to $86/conversion post-Andromeda. Added just 8 new diverse creatives (1 carousel + 3 images + AI iterations). Within 24 hours: $13.87 CPA.

The fix is almost always creative diversity.

Troubleshooting Checklist

If ads aren't working post-Andromeda:

1. •❌ Are you using narrow targeting? → Go broad
2. •❌ Are all your ads similar? → Add 8-15 DIFFERENT concepts
3. •❌ Complex campaign structure? → Consolidate
4. •❌ Same creatives for 4+ weeks? → Refresh
5. •❌ Restricting placements? → Enable all
6. •❌ Fighting the algorithm? → Trust Advantage+

For McKinzie's Like Ad Campaigns

Hello Hayley Like Ad (Started Jan 31):

• •Good first step for fresh engagement signals
• •Next: Add 8-15 diverse ad creatives
• •Test: Static images, carousels, text-only
• •Rotate: New creative every 2 weeks
• •Track: New follower engagement with organic content

References

• •references/andromeda-overview.md - Full Andromeda explainer
• •references/creative-strategy-2026.md - What's working now
• •references/case-studies.md - Success patterns

Sources

• •Meta Engineering Blog (Dec 2024): Andromeda announcement
• •Social Media Examiner (Dec 2025): Algorithm changes for 2026
• •Vaizle Insights (Oct 2025): How to fix your Facebook ads
• •AdScale (Nov 2025): New creative strategy
• •Reddit r/FacebookAds discussions (2025)

Last Updated: Feb 1, 2026 Created for McKinzie's MMC portfolio - Hello Hayley, We Heart This, Etsy shops