META / YOUTUBE
Where we spend.
Two channels carry almost all of our spend. We keep the list short so we can be current on structure, format and policy rather than shallow across ten platforms.
01 — META
Meta.
Facebook and Instagram. This is where we test fastest, because creative can be produced and read in the same week. Structure exists to serve that speed, not the other way round. Event quality and account health are tracked as first-class metrics, since a disabled asset costs more than a bad week of CPA.
- Advantage+ and manual campaign structures, chosen per account rather than by default
- Creative volume as the main lever, with a weekly shipping cadence
- Placement-native formats for feed, Reels and Stories
- Conversions API and event quality monitoring
- Account health and policy risk management
- Restricted-category handling, including copy review before launch
02 — YOUTUBE
YouTube.
YouTube rewards a different kind of asset. Long-form direct response works here when the first five seconds earn the next thirty. Read windows are longer and payback is judged over a longer horizon than on Meta, so we set expectations for the account before spend starts rather than after.
- In-stream and in-feed placements
- VSL and long-form direct response
- Hook testing across the first five seconds
- Audience signals and Demand Gen campaigns
- Longer read windows and a different payback profile than Meta
- Editing to platform format rather than reposting Meta cutdowns
03 — ALSO
Also.
Native and search where the offer supports it. Native suits advertorial-led offers with volume to absorb. Search suits offers with existing demand and branded volume. We add a channel when the offer needs it, not to widen a proposal.
Tell us about your offer.
OFFICE@SHIRLINKMEDIA.COM