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 |
