timoshes
New Member
Yeah, that’s the exact kind of chaos the entire market is living through right now.
I personally went through 20+ sources (official Meta docs + top-tier Western marketing blogs - basically everyone except our own crowd) and summarized the essentials for you.
Maybe 1% will actually apply it, but hey, at least it’s useful.
Spoiler: arbitrage marketers finally got what they’ve dreamed of - “broad on broad” is here to stay.
What happened:
Meta activated the retrieval engine in July 2025 after six months of training.
If a creative hasn’t passed through Andromeda, it doesn’t even enter the auction - surprise.
Everything depends on the creative: text, visual, emotion, message (yes, videos and your “extenders” are analyzed too - hello, lip-sync and deepfake
).
ABO and complex structures are dead. It’s all about CBO or Advantage+ now.
How to survive:
Build and test 10 different hypotheses (a hypothesis = a new idea, not an old one ).
Use a creative portfolio instead of relying on “one winner.” Upload a pack of creatives - Meta evaluates them as a group.
The first two days of a campaign may look like burning money, but we’re used to that → don’t touch it, wait for optimization.
Videos dominate. Simple “uniquify” tricks don’t work anymore - AI recognizes duplicates instantly.
Scaling:
Run two campaigns: one evergreen for top creatives + one testing.
Scale only the bangers inside your evergreen setup.
Increase budgets gradually: +5–20% every 2–3 days (though honestly, we’ve tested +200% jumps and it’s fine).
Risks:
Yes, you’ll have to spend more - this entire system is designed to make you increase ad spend.
Don’t upload 40 creatives at once - you’ll dilute your CBO budget. Upload in packs and test every 3–4 days.
Meanwhile, Meta’s leadership is bragging about “+22 million% ROAS” and “1 billion advertisers on GenAI.”
Sounds fancy - but we know how it really goes.
I personally went through 20+ sources (official Meta docs + top-tier Western marketing blogs - basically everyone except our own crowd) and summarized the essentials for you.
Maybe 1% will actually apply it, but hey, at least it’s useful.
Spoiler: arbitrage marketers finally got what they’ve dreamed of - “broad on broad” is here to stay.
What happened:
Meta activated the retrieval engine in July 2025 after six months of training.
If a creative hasn’t passed through Andromeda, it doesn’t even enter the auction - surprise.
Everything depends on the creative: text, visual, emotion, message (yes, videos and your “extenders” are analyzed too - hello, lip-sync and deepfake
).ABO and complex structures are dead. It’s all about CBO or Advantage+ now.
How to survive:
Build and test 10 different hypotheses (a hypothesis = a new idea, not an old one ).
Use a creative portfolio instead of relying on “one winner.” Upload a pack of creatives - Meta evaluates them as a group.
The first two days of a campaign may look like burning money, but we’re used to that → don’t touch it, wait for optimization.
Videos dominate. Simple “uniquify” tricks don’t work anymore - AI recognizes duplicates instantly.
Scaling:
Run two campaigns: one evergreen for top creatives + one testing.
Scale only the bangers inside your evergreen setup.
Increase budgets gradually: +5–20% every 2–3 days (though honestly, we’ve tested +200% jumps and it’s fine).
Risks:
Yes, you’ll have to spend more - this entire system is designed to make you increase ad spend.
Don’t upload 40 creatives at once - you’ll dilute your CBO budget. Upload in packs and test every 3–4 days.
Meanwhile, Meta’s leadership is bragging about “+22 million% ROAS” and “1 billion advertisers on GenAI.”
Sounds fancy - but we know how it really goes.
