In partnership with
IN YOUR MEMO THIS EDITION
Stop picking the audience
Self-Select Doors
Ridge runs 700 ads (and won't split the campaign)
The only thing worth optimizing for: the sale
If you live and breathe Meta ads, Andromeda has been in the air since late 2024.
Old news in our world. Which is why it threw us when brand after brand, the $50M kind included, came in with a sinking revenue chart and, mid-audit, the same blank look: they'd never heard of it.
For years the targeting tab was the security blanket. You typed "Women 30 to 45, urban professional, lookalike of recent purchasers," felt the little hit of control, and went to lunch. That blanket is gone.
Andromeda, the retrieval engine Meta spotlighted at its latest Performance Marketing Summit, reads your creative first and predicts who will want it, so you hand over the ads and it hands you back the audience.
Your old targeting knew her age and zip code.
The For You page knows the candle she keeps almost buying at 11pm, plus what she watches, saves, and searches, and it serves up more before she's done scrolling.
SELF-SELECT DOORS
Picture your brand as a storefront with a few doors, each one a true story about the same product.
She walks past, clocks the one that sounds like her own Tuesday, and lets herself in. Then the platform goes and finds more women who reach for that same handle.
Same tote, four doors:
"Your bag is a black hole," for the woman who can't find her phone in her own tote
"Still looks like you," for the new mom who refuses to disappear into the role
"Airport, sorted," for the traveler done with the passport-dig panic
"The last one you'll buy," for the buy-it-for-life minimalist
“Build one door and you get one kind of woman.
Build four and the crowd sorts itself.”
STOP HELICOPTERING THE ALGORITHM
At that same summit, the brands already doing this all said the same thing:
Stop trying to control the AI, give it better inputs, let it allocate.
Ridge said it loudest. The setup:
Around 700 unique ads every ten business days
Campaign consolidation as their single biggest unlock
No splitting campaigns by format, color, or persona to protect the reporting
One creative pool, with Meta moving the money toward whatever is working
Bid multipliers on top when they want nuance
Every door, one campaign.
BORROW OUR STRATEGISTS
We built this into a ✴️ Claude skill, Strangers to Buyers.
The one our strategists run to map the doors for cold audiences who have never heard of you. It:
Turns each persona, pain, and desire into its own angle
Scatters your ads into different Andromeda clusters instead of competing with each other for the same impression
Walks the brief with you frame by frame
🧩 ACRONYM THERAPY
DCO
Dynamic Creative Optimization.
The system that auto-mixes your assets and serves the best combination to each person.
But also
Different Customers, Different Doors
When every door opens into the same room, you can stop guessing which one she will walk through and let her show you.
🎧 FROM ME TO YOU
The algorithm found her. The inbox lost her.
That lead in your CRM? Gone.
Over 3.5 billion people open WhatsApp, Instagram, or Facebook Messenger every day. Your customers are already there, asking questions and comparing options.
Wati puts your business across WhatsApp, Instagram DM, Facebook Messenger, SMS, RCS, and web chat in one AI-powered inbox.
Automations instantly respond, route conversations, and keep every interaction tracked in one place.
Meet customers where they already are, before your competitor does.
DID TODAY’S MEMO HIT YOUR DOORS?
Hit reply and send “DOORS”.
More Ad-venture coming next week!
The Creative Strategist
at The Marketer’s Memo
