Case studies › Media & Publishing

A Polish news portal grows readership with local display ads

A Polish news portal promoted news articles with display ads on PPCmate, reaching 400–450K impressions over 5 months, at 0.25–0.30% click-through rate.

DisplayTrafficEuropeBrand

400–450Kimpressions

1K+clicks

0.25–0.30%click-through rate

68tracked conversions

At a glance

IndustryMedia & Publishing

GoalTraffic

Ad formatsDisplay

RegionEurope

AdvertiserBrand

The challenge

A Polish news portal wanted more people to see news articles, in Poland, without a big media budget or a marketing team running it every day.

What they did

Ran 8 campaigns on Display.
Used a fixed price, so every impression cost the same and the budget was fully predictable.
Capped frequency on all campaigns so the same person didn't see the ad too often.
Kept spend on proven placements with an allow list on 4 of 8 campaigns.
Used day-parting on 3 of 8 campaigns to run only in the best hours.

Growth over time

Impressions per month

ImpressionsClick-through rate per month (best month in green)

Where the audience came from

Impressions by country

Poland100%

Devices

Impressions by device

Mobile · 100%

Desktop · 0%

Tablet · 0%

Best time of day

Hour by hour (UTC)

Darker = higher click-through rate. Strongest hours (UTC): 2:00, 3:00, 9:00, 17:00.

Ad formats

How the impressions split

~100%of impressions from display · CTR 0.31%

Vs. the platform

Click-through rate: above typical

This case 0.29%

LowTypical display 0.02–0.11%High

Typical = middle half of 46 display campaigns on PPCmate since February 2026.

Inside PPCmate X

Top campaigns after optimisation

Campaign	Pricing	Daily budget	Freq. cap	Top country	Device	Impressions	Clicks	CTR	Conversions	Ran
Campaign 1Display	Fixed CPM	$500/day	1/day	Poland	Mobile	160–170K	700+	0.43%	44	Mar
Campaign 2Display	Max bid CPM	$40/day	1/day	Poland	Mobile	150–160K	500+	0.34%	35	Apr
Campaign 3Display	Fixed CPM	$300/day	1/day	Poland	Mobile	80–90K	200+	0.31%	14	Mar
Campaign 4Other	Max bid CPM	$40/day	1/day	Poland	Mobile	1K+	4	0.40%	—	Jul–Aug

Example campaign set-up after optimisation. Names and figures are illustrative.

Timeline

5 months on PPCmate, month by month

Mar~55KCTR 0.19%First month

Apr~74KCTR 0.27%

May~80KCTR 0.27%

Jul~93KCTR 0.36%

Aug~106KCTR 0.33%Peak

Illustrative results showing what advertisers can achieve with PPCmate optimisation. Names and figures are examples. Your results depend on your offer, targeting and budget.