FACEBOOK ADS STRATEGY — Handmade Leather Bracelet (Andromeda-Optimized) Budget: $37 | Duration: 5 days | Objective: Sales 1. ANDROMEDA CONTEXT Andromeda replaced interest-based retrieval with a cross-encoder model that matches ads to users based on creative signals, early engagement patterns, and real-time behavior — not pre-defined audience buckets. With only $37 total (~$7.40/day), the system needs every dollar concentrated into one learning process, not split across multiple ad sets competing against each other for the same tiny pool of impressions. Because Sales is the objective, Andromeda will lean on pixel/Conversions API signals to find buyers — but at this budget, full "purchase optimization" may not get enough weekly conversions (Meta recommends ~50/week) to statistically exit learning, so I'll set realistic expectations in Section 7 rather than overpromise. Assumption: Meta Pixel + Conversions API (CAPI) are properly installed on the Shopify store — this strategy assumes that; if not installed, that's priority #1 before spending a cent. 2. CAMPAIGN STRUCTURE 1 Campaign → 1 Ad Set → 4 Ads (one per available creative) 1 campaign: Andromeda performs best with budget concentration. Multiple campaigns = fragmented signal, each starting its own cold learning phase and competing against itself in auction. 1 ad set: Same logic. With $7.40/day, splitting into 2-3 ad sets ($2-3/day each) guarantees none of them ever leaves learning phase (Meta needs meaningful daily spend per ad set to gather signal). One consolidated ad set gives Andromeda one clean pool of data to learn from. 4 ads (all creatives in the SAME ad set): This is the critical Andromeda shift — creative diversity now functions like "targeting." Instead of testing audiences, you let the algorithm test which creative resonates with which micro-signal, and it will dynamically shift delivery toward whichever of your 4 images performs best. Do not create duplicate ad sets to "A/B test" creatives — that fragments budget. Let them compete inside one ad set instead. 3. BUDGET ALLOCATION Item Detail Total budget $37.00 (hard ceiling) Duration 5 days Daily budget $7.40/day (CBO off — single ad set, so ad set budget = daily budget) Front-loading None. Do not front-load. With a budget this small, front-loading risks blowing 40-50% of total spend on Day 1 before Andromeda has any signal, leaving too little for the algorithm to correct course. Flat $7.40/day preserves learning continuity. Spending rule Use Campaign Budget Optimization OFF (since it's one ad set, it doesn't matter functionally, but set the daily budget directly at ad set level for clearer control) Protection rule Do not edit budget, creative, or targeting for the first 3 full days, even if results look weak (see Section 8). Every edit restarts or partially resets the learning phase, which is fatal at this budget level. ⚠️ Honest flag: $7.40/day is below Meta's typical suggested minimum for Sales-objective learning ($15-20+/day is the realistic threshold to reliably exit learning phase with a $29 product). This budget will run, and can produce sales, but treat this campaign as a signal-gathering test, not a guaranteed-ROAS launch. More in Section 7. 4. TARGETING STRATEGY Recommendation: Broad targeting, no interest stacking, no detailed targeting layers. Audience was listed as "Unknown," so here's the ideal profile based on the product itself: Age: 18-45 (assumption — unisex accessory with personalization appeal skews younger-to-mid-adult, gift-giving and self-purchase both plausible) Gender: All (product is explicitly unisex) Location: Assumption needed — use the country you ship to / have set up in Shopify. If unspecified, default to the country of the ad account's currency/business. Detailed targeting: None. Leave it fully broad (no interests, no behaviors). Placements: Advantage+ Placements (all placements) — do not restrict to Feed-only or Instagram-only. Why broad: Andromeda's retrieval system already scans a far larger behavioral signal set than manual interest tags ever could — interest stacking today actively narrows the pool the AI can learn from and often overlaps with audiences Meta already targets better on its own. At $7.40/day, a narrow audience also risks limited reach errors or auction overlap with your own future ads. Broad + strong creative = Andromeda's intended operating mode. 5. BIDDING STRATEGY Recommendation: Lowest Cost (no cap), objective = Sales, optimize for "Purchase" event. Why not Cost Cap: Cost Cap requires historical cost data to set a realistic cap. You have zero past campaign data, so any cap you set is a guess — and guessing wrong either kills delivery (cap too low) or does nothing (cap too high). Lowest Cost lets Andromeda spend freely to find the cheapest path to a Purchase, which is what you need during a cold-start, budget-constrained test. Conversion event: Purchase (if pixel shows insufficient Purchase volume forecast, Meta may auto-suggest optimizing for a higher-funnel event — if that happens, consider switching to "Add to Cart" as the optimization event for this specific test, since $37 total may not generate enough Purchase events for the algorithm to optimize against directly). Attribution window: Default 7-day click, 1-day view (standard, don't customize). Charge type: Impressions (standard, non-negotiable in current Meta setup). 6. CREATIVE BRIEF What you have: 4 static product photos (white background + lifestyle mix), no video. Assessment: Usable, but this is the weakest link in the campaign. Andromeda relies heavily on creative diversity as its primary retrieval signal — 4 static photos of the same product from a similar visual register (product photography) give the algorithm very little variance to test against different audience micro-signals. Distinct creative concepts needed: Ideally 3-4 conceptually different angles, not just 4 photos of the same bracelet. What you have likely covers only 1-2 real "concepts" (product-focused, lifestyle-worn). For this run, use what you have, but here's the honest gap: Angle Do you have it? Priority to add Clean product shot (white bg) ✅ Yes — Lifestyle/worn-on-wrist ✅ Yes — Personalization/engraving close-up ❓ Unknown — critical gap HIGH — this is your stated USP and likely isn't visually obvious in generic product shots UGC-style / phone-shot testimonial ❌ No Medium — even a rough phone video of someone unboxing or showing the engraving would outperform polished product shots under Andromeda, since UGC-style creative now often gets prioritized in delivery Text-overlay hook creative (e.g., "Add Their Name For Free" on lifestyle image) ❌ No HIGH — cheap to make in Canva, adds a genuinely different signal type Recommendation before launch (if time allows): Spend 30-60 minutes creating 1-2 simple additions: A close-up shot/video of the engraving process or finished engraved text — this is your differentiator and it's currently invisible in a generic "4 product photos" set. One static image with text overlay stating the hook directly (see below). Format: Static images only — correct call given no video assets. Do NOT use Carousel for this — carousel splits attention across cards and underperforms single-image/single-concept static ads when you only have 4 loosely-related shots. Run all 4 as separate single-image ads within the one ad set. Hook per creative: White background shot → "Handmade Leather. Made Yours." (craftsmanship + personalization tease) Lifestyle/worn shot → "The Bracelet That's Actually Yours — Free Engraving Included" (If engraving close-up produced) → "Add Their Name. In Seconds." (If text-overlay produced) → "$29. Handmade. Personalized. Yours." If you cannot produce new creative before launch, run the 4 existing photos as-is — just know reduced creative diversity is the single biggest constraint on this campaign's performance, more than the budget itself. 7. REALISTIC EXPECTATIONS Being direct, as instructed: Metric Estimate Basis Estimated CPM $8–$18 (varies heavily by country) Broad targeting, Sales objective, e-commerce vertical — assumption based on typical ranges since account has no history Estimated reach ~1,500–3,500 people over 5 days Derived from budget ÷ estimated CPM Estimated impressions ~2,500–4,500 Same basis Estimated link clicks ~40–90 (assuming ~1.5-2.5% CTR, typical for cold broad audience + static creative) — Estimated Purchases Realistically 0–2 sales. Possibly 0. $37 total spend against a $29 product with no prior pixel data is genuinely likely to produce zero to very few conversions — this is a data-gathering run, not a scalable launch Honest limitations: $37 is very unlikely to produce a statistically meaningful or profitable result on its own. It's below the threshold for the algorithm to reliably exit learning phase for Purchase optimization. Treat this as a pixel-warming / creative-testing round, not a revenue test. Its real value is in the data it generates (which creative got the most engagement, what CTR looked like, what CPM your account gets) — use that to inform a second, larger-budget round. If zero purchases occur, that does not necessarily mean the product/creative is bad — it may simply mean the budget was too small to reach statistical signal. Don't conclude too much from this round in isolation. Recommendation: If possible, plan for a follow-up budget of $150-300 over 2 weeks as a more realistic test threshold once this initial round gathers creative-performance data. 8. DAY-BY-DAY MONITORING PLAN General rule across all 5 days: DO NOT touch budget, audience, or creative unless a "real problem" trigger below is hit. Editing during learning phase resets the algorithm's progress. Day What to check "Leave it alone" signal "Real problem" signal Action if problem confirmed Day 1 Delivery status, impressions >0, CPM appears Ad set says "Learning," spend is tracking near $7.40 Ad set shows "Not Delivering" or spend is $0 by end of day Check payment method / ad rejection status only — do not touch targeting or budget Day 2 CTR (link click-through rate), CPM range CTR ≥1%, CPM within $8–18 CTR <0.5% AND CPM >$25 (both together) Still hold — one bad day is normal in learning; do not act yet Day 3 Frequency, CTR trend, any Purchase/Add-to-Cart events Frequency <1.5, at least some Add-to-Carts or clicks accumulating Frequency climbing above 2.5 (audience fatigue in broad targeting is rare this early but check), zero clicks after $22+ spent If literally zero clicks after ~60% of budget spent, review creative approval status and ad preview rendering — likely a technical/creative issue, not a targeting issue Day 4 Cost per Add-to-Cart or cost per Purchase if any Any purchase at all = strong positive signal, consider it working No Purchases AND no Add-to-Carts by Day 4 This is expected at this budget (see Section 7) — do not panic-edit; let it finish to preserve clean data for your next round Day 5 Final CTR, CPM, total results, which of the 4 ads got most delivery N/A — campaign ends N/A Pull final report: cost per click, CTR, and which creative got the most impressions/spend — this becomes your input for the next round's creative decisions Hard rule: Never pause and relaunch mid-campaign to "fix" something — at this budget, a relaunch wastes the learning progress already paid for. Let it run the full 5 days regardless of performance, unless there's a technical failure (ad disapproved, zero delivery, payment issue). 9. LIVE SETUP GUIDANCE Ready when you are — send a screenshot of your Ads Manager at each step (Campaign objective screen, Ad Set screen, Audience settings, Placements, Budget & Schedule, Creative upload) and I'll walk you through the exact fields to fill in based on this strategy.