Problem: one SKU hogging ad spend

John outlines Petwell's issue: immune product captured most conversions and prevented growth of other SKUs.

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Episode notes

Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE:

https://tiereleven.com/cd

Is Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been unintentionally training?

In this ad lab session, John Moran breaks down how we rebuilt a campaign architecture using a Meta version of the “feeder strategy” and unlocked the ability to steer Andromeda rather than be steamrolled by it. We share how we took a business stuck with 80% of its conversions tied to a single SKU and created a system that grows multiple products profitably, on demand.

If you’ve ever wrestled with product concentration, SKU imbalance, or runaway algorithm bias, this episode is your roadmap out. We cover the data, the levers, the mistakes, and the surprising benefits we didn’t see coming.

In This Episode:

- Applying Google’s feeder strategy to Andromeda

- Case study: training Meta to sell more products

- CTR and CPC change after restructure

- All clicks versus link clicks

- The story-first creative advantage

- Real results from testing the feeder strategy

- Risk, scaling, and product diversification

- How the strategy impacts company valuation

- Final insights and episode wrap-up

Mentioned in the Episode: