PPV + PCR Product Selection Matrix
| PPV |
PCR |
Recommendation |
| HIGH (≥100/d) |
HIGH (≥2%) |
Advertise immediately |
| LOW |
HIGH (≥2%) |
Advertise — boost discovery |
| HIGH (≥100/d) |
LOW (<2%) |
Fix product page first, then advertise |
| LOW |
LOW |
⚪Do not advertise yet |
CTR Diagnostics
| CTR |
Status |
| ≥ 0.80% |
✅ Strong — product resonates |
| ~0.65% |
Platform average |
| < 0.35% |
❌ Low — product shown but ignored |
CPC Bidding Rules
Start at €0.35–0.45. If no impressions after 2 days → raise by +€0.05/day. For products priced €200+, CPC €0.60–1.00 is justified. Never bid below €0.25.
Campaign Structure
1 category = 1 SPA campaign = 2–10 products. Separate campaigns per e-store (pigu.lt / 220.lv / kaup24.ee / hobbyhall.fi). Algorithm needs 4–6 weeks to learn — do not toggle on/off.
ROAS Benchmark
| Range |
Status |
Action |
| < 2× |
❌ Below avg |
Fix product mix, review prices |
| 2–4× |
✅ Competitive |
Optimise and grow |
| 5–12× |
???? Scale now |
Increase budget, add categories |
| 15–40× |
???? High-ticket |
Max budget, all markets |
Budget Tiers
| Weekly Spend |
Result |
| < €100 |
❌ Below breaking point — 83% get no sales |
| €100–250 |
✅ Breaking point — 83% achieve sales |
| €250–500 |
???? Sweet spot — 91%, median 2.18× ROAS |
| > €500 |
???? Scale territory — compounding returns |
