This is a real-story of how we reduced the cost per click by almost two-thirds with a simple change.

The Sun needed to raise awareness for their Holidays’ campaign and asked us to deliver the maximum amount of clicks possible based on a fixed budget.

The campaign activity started successfully but we noticed the Click Through Rate (CTR) was lower than our average for the travel vertical for the target audience applied, so we decided to find out why that was happening and the answer was right in front of us.