Previously, marketers told Meta who to target. With the new AI algorithm, marketers provide diverse creative, and the AI uses that creative to find the right audience. Targeting control has shifted from human to machine, fundamentally changing how ads are built and optimized.
With Meta's Andromeda algorithm automating audience targeting, the primary reason for poor ad performance is no longer incorrect targeting settings. Wasted money is now almost exclusively a result of insufficient or non-diverse creative, making creative strategy the most critical component of a successful campaign.
Contrary to the prevailing "video-first" narrative, Meta's own data shows that 60-70% of ad conversions still come from static images. Furthermore, carousel ads are experiencing a significant resurgence, making them a top-performing format that advertisers should prioritize for the new algorithm.
The next evolution, the Generative Ads Recommendation Model (GEM), aims to fully automate ad creation. Marketers will simply provide an image and a budget, and the AI will generate the entire ad library. This shifts the marketer's primary value from ad creation to optimizing the post-click customer journey and offer.
Simply swapping headlines or colors on the same image is now penalized with higher CPMs. The Andromeda algorithm demands a wide variety of creative formats (static images, UGC, carousels, memes) and angles (pain points, testimonials, curiosity), viewing minor iterations as a single, less valuable creative piece.
Instead of testing individual ad variations, advertisers can use the "Dynamic Creative" (for leads) or "Flexible Creative" (for sales) toggles. This allows combining multiple top-performing images, videos, headlines, and text into a single ad unit, which Meta’s algorithm then mixes and matches to find the optimal combination for different users.
While Meta's new AI algorithm excels for broad-reach businesses like e-commerce, it performs poorly for location-specific models like brick-and-mortar stores. The AI struggles with geographic constraints, often serving ads far outside the desired radius, making manual targeting the superior option for these businesses.