EC APPS Digital EC APPS Digital

EC APPS Digital · Warsaw · Campaign services

ul. Hoża 86, lok. 410 · Mon–Fri 9:00–18:00

Campaign services from strategy to media buying

This page covers what EC APPS does and what a client gets at each stage. We handle strategy, media buying, creative production and measurement as one connected service, or as separate pieces if you already have part of the work in house.

Send a campaign brief See how we plan campaigns

Strategy and campaign planning

Planning starts with the goal and the constraint, not the channel list. We ask what has to change in the business, what the budget can realistically support, and what the deadline is. Then we build a kampania reklamowa plan with a channel split, a targeting definition, a creative asset list and a measurement setup. The output is a document you can question, not a slide with a stock photo and a slogan. If the numbers do not support the ambition, we say so at this stage rather than after the money is spent.

Every plan hands over with

channel split · targeting definition · creative asset list · measurement setup

Search advertising on Google Ads and Bing Ads

Search captures intent, which is why it carries the largest share of digital ad spend in Poland. We build and manage accounts on Google Ads and Microsoft Advertising, covering keyword research, campaign structure, bidding, negative keyword lists, ad copy testing and shopping feeds for retail clients. Bing matters more than its share suggests in some audiences, particularly desktop and older demographics, and it often delivers cheaper clicks in competitive Polish categories. The work is continuous: search accounts decay if nobody prunes them.

Account build

Structure, keyword research, match types and the campaign split, laid out so the account can be read at a glance.

Bidding and budget

Bid strategy chosen per campaign goal, with budget paced across the flight instead of spent in the first week.

Negative keywords

Maintained lists that stop budget leaking into queries with no buying intent.

Ad copy testing

Headlines and descriptions written per query intent, tested in rotation, kept only when they earn the click.

Shopping feeds

Feed cleanup for retail clients: titles, categories, availability and price accuracy before the first impression.

Runs on

Google Ads · Microsoft Advertising

Programmatic advertising and display

Programmatic buying covers display, video and native inventory bought through automated platforms. We use it for reach, for retargeting and for placements that a direct buy would not reach efficiently. The practical work is quality control. We maintain domain inclusion and exclusion lists, set viewability thresholds, cap frequency, and review placement reports so budget does not drain into low-value pages. For retail clients we connect product feeds so dynamic banners show the right item to the right audience.

Quality controls we keep running

  • Domain inclusion and exclusion lists
  • Viewability thresholds per placement type
  • Frequency caps across the flight
  • Placement report review on a set schedule

Inventory covered

Display · Video · Native

Video and creative production

Kreacja gets its own line because it usually decides the result. We produce assets per channel: search copy that matches query intent, display sets in the standard sizes, social cuts with readable first frames, and video versions built for muted autoplay. Production is planned against the media schedule, so assets arrive before the flight starts. Where a client has an in-house studio, we can brief and direct instead of producing, which keeps brand consistency and lowers cost.

Hands annotating a blank sheet of paper on a desk edge in an advertising studio, shallow depth of field
Asset production sits on the media schedule, not after it

We produce

Search copy, display sets, social cuts, muted-autoplay video.

We direct

Briefs and art direction for client studios that keep production in house.

Digital out-of-home and outdoor

Digital out-of-home places screens in streets, malls, offices and transport hubs, and it can deliver strong reach in a chosen city within a short window. Outdoor planning in Poland runs into local rules: municipalities use a landscape resolution to control signage and billboards, and it determines what can be installed and where. Kraków is among the major cities that had adopted such a resolution by July 2026, which affects central-district availability. Warsaw's earlier resolution was annulled, and a new draft entered the statutory consultation and opinion process on 31 July 2026, with public consultations planned next. We verify site permits before booking.

Before we book a site

  • Confirm which municipal signage rules apply to the district.
  • Check the operator's site status and permits with the operator.
  • Match the site to the flight window and the city you actually need.

Formal permit applications stay with the site owner or the client's legal representative.

Retail media and marketplace advertising

Retail media is one of the faster-moving areas in Polish ecommerce. Retailers and marketplaces sell sponsored placements inside their own sites and apps, where shoppers are already in a buying mindset. It works well for product visibility and for defending shelf position against competitors. The trade-off is that each platform has its own console, its own reporting and its own definition of a conversion, so comparing performance across them takes deliberate work. We manage several platforms side by side and normalise the reporting so you can see what each one actually returns.

Hands sorting small unbranded product boxes on a tabletop beside a face-down phone
Every marketplace reports conversions its own way

One console each

Different interfaces and different bidding rules per retailer.

One report from us

Spend, impressions and conversions pulled into a single comparable view.

Shelf defence

Sponsored placement kept next to the competitors you actually compete with.

Measurement and reporting setup

Before launch we define what counts as a conversion, which attribution window applies, and which benchmark the campaign will be judged against. That setup covers analytics events, platform pixels, server-side tracking where it is available, and consent handling under GDPR. Reporting then follows the same definitions every month, so a change in the numbers means a change in performance, not a change in the spreadsheet. Where platform and analytics figures disagree, both are shown.

Set up before the first impression

Conversion definition · attribution window · benchmark · consent handling

Audience targeting and data

Targetowanie combines first-party data from your CRM, platform audiences, search behaviour, geography and retail purchase signals. We build exclusion lists as carefully as inclusion lists, because showing acquisition ads to existing customers wastes budget and annoys the people who already bought. For clients with a customer database, we can define segments and match them to platform audiences where consent allows. That is usually the single highest-return piece of setup in a retail campaign.

Two colleagues reviewing campaign work at a desk with a monitor angled away from the camera
Segments are defined with your CRM team, not guessed at

We include

CRM segments, platform audiences, search behaviour, geography.

We exclude

Recent purchasers, open support cases, and anyone outside the market.

What we do not do

We do not sell guaranteed placements or promise specific sales figures, because nobody controls the auction, the competitor's pricing or the season. We do not run campaigns without conversion tracking, since that means spending blind. We do not take on projects where the budget cannot support the channel the client wants, and we will say which channel fits instead.

Ask about a specific channel Contact the Warsaw office

Questions clients ask before signing

Can you take over an existing Google Ads account?

Yes. We audit structure, tracking and spend history first, then propose changes rather than rebuilding immediately.

Do you produce video in house?

We produce and also direct client studios. The choice usually comes down to budget and how much brand control the client wants to keep internally.

Do you handle outdoor permits?

We verify site status and permits with operators before booking. Formal permit applications remain the responsibility of the site owner or the client's legal representative.

How is pricing structured?

We work on a retainer or a project fee depending on scope. Media spend is always separated from our fee so you can see both lines.

Where each service starts

Most clients arrive with one of these already in place and need the rest. Tell us what you have and we will scope the missing pieces instead of replacing working parts.

Send a campaign brief See campaigns we have run

Strategy and planning

Best first step when the goal, budget and deadline are still open.

Search and shopping

Start here when demand already exists and you need to capture it.

Programmatic and display

Start here when the audience is broader than search intent covers.

Creative production

Start here when the media plan is set and the assets are the bottleneck.

Outdoor and retail media

Start here for city reach or shelf visibility inside marketplaces.

Measurement setup

Start here when reporting from two sources disagrees and you need one version of the truth.

Services on this page

Six

Talk to the Warsaw office

Send a brief, ask about a single channel, or bring an account you already run and want reviewed. We answer from Monday to Friday, 9:00 AM to 6:00 PM.

Send a campaign brief

EC APPS SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ

Prefer to start with the method behind the plan? Read how we approach campaigns before you send the brief.

See how we plan campaigns