Running a campaign is just the start. The brands that get the most out of Lyko Ad Platform are the ones that review performance regularly and make small, deliberate adjustments over time. This guide covers the most impactful things you can do to improve your results.

Before you optimise: give campaigns time to learn

New campaigns need data before you can draw conclusions. As a rule of thumb:

• Wait at least 7 days before making significant changes to a new campaign
• Avoid changing multiple things at once — change one variable at a time so you know what's actually driving the difference
• Don't pause and restart campaigns frequently — this resets performance momentum and makes it harder to read your data

1. Improve a low CTR (Click-Through Rate)

A low CTR means your ad is being shown but shoppers aren't clicking. This usually points to a relevance or creative issue.

Check your product listing quality Sponsored Product Ads use your existing product listing — if your title is unclear or your main image is poor quality, shoppers will scroll past. Make sure your:

• Product title is descriptive and includes relevant terms shoppers search for
• Main image is high resolution, well-lit, and on a clean background
• Price is competitive relative to similar products on Lyko

Check your targeting If you're running on Category or Search placements, your ads may be showing to the wrong audience.

• Review which categories your ads are appearing in and remove irrelevant ones
• For Search campaigns, review your keyword list — are you targeting terms that actually match your product?
• Add negative keywords to filter out clearly irrelevant searches

Check your placement mix Not all placements deliver the same CTR. Search and Category tends to have the highest CTR because intent is explicit. If you're seeing low CTR overall, check whether Homepage or PDP placements are pulling your average down — these placements reach broader audiences and naturally have lower CTRs.