Under the Andromeda architecture, the definition of ‘targeting’ has expanded. While technical settings remain important for guardrails, the algorithm now uses the creative asset itself as a primary targeting signal. For the marketing leader, this means the ‘Creative Feedback Loop’ is now as critical as the bid strategy. We are shifting from managing static audience… Continue reading Creative is the New Targeting: How to Master “Entity IDs” and Unlock Scale
Category: Paid Media
The Simplified Meta Ads Funnel: Why “Signal Density” is the Key to Unlocking Scale in the GEM Era
For the last decade, complexity defined the sophisticated digital marketer. High-performing accounts in 2019 relied on hundreds of ad sets, granular exclusions, and managed bid caps. In the post-Andromeda era, that logic has become expensive. Meta rebuilt its engine around Generative AI. This new engine runs on data rather than rules. When you slice your… Continue reading The Simplified Meta Ads Funnel: Why “Signal Density” is the Key to Unlocking Scale in the GEM Era
The Algorithmic Pivot: GEM, Andromeda, and How Meta’s $100B Bet on “Predictive Intent” is Rewriting the Ad Market
When Meta rolls out a global update, the first thing most advertisers see is a volatility spike; a dip in CTRs or a climb in CPAs. After the July 2025 Andromeda update, many saw this same pattern and assumed it was just another algorithm tweak. They were wrong. This update fundamentally shifted how Meta sells… Continue reading The Algorithmic Pivot: GEM, Andromeda, and How Meta’s $100B Bet on “Predictive Intent” is Rewriting the Ad Market
Meta Andromeda Broke Your Paid Social Playbook
When Meta rolled out its Andromeda update globally in July 2025, most advertisers didn’t notice anything at first. Campaigns kept running; dashboards looked fine. Then, quietly, things started to break. CPAs crept up. CTRs dipped. Learning phases dragged on. Accounts that had performed consistently for years began to look like strangers to their own data.… Continue reading Meta Andromeda Broke Your Paid Social Playbook
How AI Optimization Mistakes Fuel Ad Fraud and Waste Paid Media Budgets
What Happens When You Optimize for the Wrong Goal? AI is supposed to make paid media smarter. So why is it helping bots drain your budget? AI-powered campaigns promise efficiency. Optimization. Scale. But when your algorithm is chasing the wrong signals, it doesn’t just miss the mark, it turns your budget into a buffet for… Continue reading How AI Optimization Mistakes Fuel Ad Fraud and Waste Paid Media Budgets
The Quarterly Plan That Aligns SEO + Paid for Bigger Impact
When SEO and paid media work together, you get more than traffic—you get traction. Why Plan SEO and Paid Media Together? SEO and paid media have the same goal, but they’re often planned in silos. That means duplicate work, mixed signals, and missed opportunities. Your customers don’t separate channels when they search—and neither should your… Continue reading The Quarterly Plan That Aligns SEO + Paid for Bigger Impact
Incrementality Testing: How to Measure True Marketing Impact
What If You Turned Off Your Marketing…and Nothing Changed? Incrementality Testing Exposes Wasted Ad Spend. You’re under pressure to maximize every marketing dollar. But that’s pretty much impossible when the metrics you rely on don’t actually tell you what’s impacting revenue. Click-through rates. Conversion numbers. ROAS dashboards. They might look solid on paper, but they… Continue reading Incrementality Testing: How to Measure True Marketing Impact
How to Optimize a Landing Page: Tips and Best Practices
A successful landing page must be optimized to attract more visitors, increase conversions, and provide a memorable user experience for your visitors. By creating an engaging and well-designed landing page with informative content, you can ensure that visitors will have a positive experience and be more likely to convert. Silverback’s lead Technical Developer, Randy Huynh,… Continue reading How to Optimize a Landing Page: Tips and Best Practices
Google Ads History: How Automation Changed Digital
The history of Google Ads can be summarized in one word: evolution. From its humble(ish) beginnings in 2000, the platform has become a force to be reckoned with. It relentlessly revolutionizes how businesses engage with their target audience, unlocking remarkable opportunities for connection and growth. Understanding the evolution of Google Ads is immensely helpful for… Continue reading Google Ads History: How Automation Changed Digital
Why You Need Audience Research in Paid Media
Content may be king, but your efforts fall short without an engaged audience ready to buy your products and services. Every year, it’s estimated that $37 billion is wasted on ads that don’t engage their target audience – but don’t let that number scare you into never launching a campaign. You can amplify your results… Continue reading Why You Need Audience Research in Paid Media