Meta's Andromeda Algorithm and Pushes for Creative Diversity is a Call for Net-Distinct Creative & Flexible Ads

Meta’s Andromeda algo doesn’t explicitly give a recommendation # of ads in a CBO ad set like they used to.

BUT Facebook's been hammering Creative Diversity across their decks/presentations/website.

This hints at the structure of leading with net-distinct concepts. While leaning into machine learning and maxing out variants with their system through flexible ads + advantage creative+.

For Flexible Ads, if the concepts are all distinct from eachother, e.g. 10 unique video concepts in one Flexible ad, then just having 1 ad is fine.

If the 10 videos/statics are variants, then I'd recommend waiting to load up a minimum of 2 flexible ads for diversity in an ad set. And depending on your creative production speed, capping out at ~5 maximum loaded at any one time because waiting any longer for more than 5 sets of flexible ads would mean a slower frequency of testing.

For Non-Flexible Ads, 5-12 ads in an ad set isn’t unreasonable. The OG guideline pre-Andromeda was 5-6 ads in an adset, but because that models changed, more lends best to their algo now.

Important, Andromeda will actually shortlist ads before serving them.

From the engineers: "We narrow down a pool of tens of millions of ads to the few thousand we consider showing someone"

This means net-distinct concepts versus variants will move the needle more in an ad set. Though it's the 1-2 punch. The 1 is net-distinct concepts and then the 2 amplifies that with variants by leaning on their ever-expanding AI capabilities (all the possible combinations to check off from AI text generation, to dynamic static variants and music overlayed).

And what to do when all the spend goes towards one? Stay tuned, I got an answer for that. For now, the short answer is SPAMS, like the lunch meat.

[1] Source material from Meta: AI Innovations in Meta's Ad Ranking Driving Advertiser Performance