Andromeda doesn’t want anything…
A phrase I keep hearing from advertisers that just hits wrong is “what Andromeda wants.” They theorize that there’s a certain number of ads or structure or strategy that will make Andromeda happy.
“I need to do this because it’s what Andromeda wants,” or “Should I do that to make Andromeda happy?”
They talk about Andromeda like it’s a living, breathing entity.
The Distraction
What are we doing? It’s all complete nonsense and a distraction.
Andromeda is the ad retrieval engine that can handle more creative variations than in the past. But that doesn’t mean it actually wants anything at all. And there’s certainly no approach that guarantees results.
Don’t focus on making Andromeda happy. Focus on PEOPLE.
Why don’t people like your ads?
Why haven’t you convinced people to make a purchase?
What’s the offer that will make people act?
What People Want
Your bad performance has nothing to do with what Andromeda wants. While you’ve obsessed over mechanics, you’ve lost sight of what’s most important: What people want.
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