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In its 10-plus years on the market, travel company FRU.PL developed a highly optimized AdWords campaign.
Two parts of the campaign perform at certain ROI. We want to change the bids and maximally increase the conversion value, without changing the average ROI.
CTR in display campaigns rarely exceeds 0.5%. Some retargeting campaigns may have CTR 0.5%-2%. It is, however, also possible to achieve over 20% CTR in Google Display Network.
Two case studies of Facebook Ads and Applications.
Retargeting is one of the most successful online marketing features.
If you target your AdWords campaign to all countries and territories, you may wish to have bid adjustment for selected countries. However, once you set bid adjustment for certain countries, the campaign targeting changes from “all countries and territories” to selected countries only.
The reach and frequency report is available in the Dimensions section. Reach and frequency report shows how many people might see your ads and how many times the ads were displayed to a unique user in average.
PPC campaigns are usually optimised towards profitability goals, such as target cost per conversion or target ROI (Return On Investment), sometimes called ROAS (Return On Advertising Spending).
Polish Stem Cell Bank (Polski Bank Komórek Macierzystych, PBKM) chose Facebook to run its first social media campaign and sweepstake to increase product awareness among pregnant women, promote successful transplant stories, collect sales leads and observe social media attribution to lead conversion rate.