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How We’re Adapting to Meta’s Andromeda While Sticking to What Works
Oct 13, 2025
How We’re Adapting to Meta’s Andromeda While Sticking to What Works
If you work in digital marketing, you have probably heard the buzz about Meta’s Andromeda update.
Everyone is talking about it like it will change everything overnight.
At Shoelace, we see it differently.
We see Andromeda as a powerful new engine that rewards clean structure, strong creative, and clear intent. That happens to be the foundation we have always believed in.
So while many brands are scrambling to reinvent the wheel, we are using this update as an opportunity to experiment, refine, and double down on what we already know drives results.
Here is what that looks like in practice.
1. Keep the foundation, adapt the framework
Our philosophy has always been simple. Creative performs best when it is supported by structure.
Most brands still start with creative first. They make dozens of ads, launch them across every audience they can find, and hope something sticks.
That approach might have worked a few years ago, but it is not what Andromeda rewards.
Andromeda performs best when campaigns have a clear purpose, clean data, and enough creative diversity for its AI systems to learn from.
We start every campaign by defining its job.
Is this campaign meant to bring in new customers, convert warm traffic, or retain existing ones?
Once we answer that, everything else becomes easier to build around it.
This structure gives Meta’s system the clear signals it needs to learn and optimize effectively.
2. Focus on clarity over quantity
Before Andromeda, many brands believed that more campaigns meant more control.
Now we know the opposite is true.
We are consolidating accounts and creating fewer, stronger campaigns that each have a single clear purpose.
For a fashion client, that might look like this:
- Core campaign: New Customer Acquisition | Signature Denim
- Angle: The Perfect Fit for Every Body
- Concepts: Comfort, Confidence, and Canadian Craftsmanship
- Cohorts: Women who struggle to find jeans that fit, professionals who want all day comfort, and eco conscious shoppers who value quality.
Each message gives Andromeda a distinct creative signal, but all of them connect to the same goal.
That consistency helps the system understand what success looks like and how to find more of it.
3. Feed the system quality, not chaos
Andromeda is built to analyze a large range of creative assets and match the right ad to the right person.
That means your job is no longer to guess which creative will win.
Your job is to give Meta’s AI enough structured variety to make smart choices.
Our process looks like this:
- Start with one campaign.
- Develop three concepts that all come from the same product truth.
- Build two or three audience cohorts for each concept.
- Create a few message angles for each cohort.
- Turn those messages into different formats such as video, static, UGC, carousel, and testimonial.
This adds up fast. One campaign becomes fifty or more assets, each with clear strategy behind it.
That level of variety gives Andromeda’s engine more context to work with. When the structure is solid, performance begins to scale naturally.
4. Let AI optimize, but keep humans steering
Automation is only as good as the strategy guiding it. Andromeda can match the right ad to the right person, but it cannot tell your story.
That is where human creativity and strategy still matter most. Our team defines the structure, messaging, and creative direction. We let AI handle optimization, pacing, and delivery.
This creates a healthy balance between human judgment and machine efficiency.
5. Test, learn, and adjust quickly
Since experimenting with Andromeda, we have noticed that our testing cycles are faster and more efficient.
We can validate creative ideas in a shorter time and refresh assets more often. We are updating creative every ten to fourteen days to keep the data fresh and signals strong. This rhythm keeps learning active and performance consistent.
We also rely on overall MER as our north star instead of focusing too narrowly on ROAS.
Andromeda views the customer journey in a more holistic way, so our reporting aligns with that same perspective.
6. Keep what works and evolve what doesn’t
At Shoelace, we do not chase trends. We believe in testing new technology through the lens of what is already proven.
Andromeda is exciting, but it does not replace good creative, solid structure, or clear strategy. It simply rewards the brands that already do those things well.
So while the rest of the industry tries to decode the algorithm, we are focused on what we know moves the needle: clear intent, thoughtful creative, and campaigns that make sense to both humans and machines.
Final thoughts
If you are experimenting with Andromeda right now, remember this.
- The best AI performance still starts with smart human strategy.
- We are not rebuilding our process because of Andromeda.We are enhancing it.
- We are using what has always worked and pairing it with new tools that help it work even better.
That combination of strategy and experimentation is how brands will win in this next chapter of Meta advertising.
Check out more Shoelace content below:
- Shoelace Services
- Shoelace Case Studies
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