What is Sklik, and why should you pay attention to it?

Sklik is an advertising gateway to the Czech Internet. While Google is a big player worldwide, the Czechs prefer their homemade solutions. Seznam is a significant player in the Czech online landscape that can compete with Google. If a business wants to succeed in the Czech market, it cannot overlook the advantages offered by Seznam and Sklik.

Seznam – what is it, and what does it offer?

While most Internet users have adapted to using Google as a search engine, the Czechs prefer their homemade solutions. The story of Seznam starts in 1996, when a university student, Ivo Lukačovič, founded a catalog of Czech websites. The project took off, it has become a service able to compete locally with Google. Seznam offers search, email, news, podcasts, maps, television channels, and advertising services.

According to Seznam statistics, 78% of users visit Seznam.cz daily or at least 2-3 times per week. It has an 8.4 million reach of unique users per month, with 71% logged-in users. Almost half of the Czech Internet users have Seznam set up as their homepage, making it the reason not to underestimate this solution if the goal is to make a brand more visible to Czech users. Seznam offers content across all media types, and online advertising is a part of that mix.

Meet Sklik – Seznam advertising solution

New brands in the Czech market may encounter a challenging start, leading to decisions to pull back from the market. If the only plan for reaching the Czech population is through Google Ads and Microsoft Ads, the advertisers encounter a harsh reality. The Czech market is not an easy one, and to gain the trust for the new brand, local solutions are a better approach to building brand recognition. Sklik is the advertising solution for PPC and native advertising that will help understand the Czech market better.

Sklik offers to expand the campaign reach, primarily catering to the Czech traffic, creating product demand, and strengthening brand awareness. It offers a variety types of formats in the display network, including:

• combined and native ads,

• banners,

• branding ad,

• video ads – in-stream/out-stream, bumper/video spot,

• HTML5,

• external code.

Furthermore, businesses can count on over 700 targeting segments from in-house first-party data, over 1000 partner sites, and a wide range of advertising formats. They can also trust Sklik Specialists to manage their campaigns.

Sklik is not so different from other advertising solutions

By exploring Sklik, advertisers may experience flashbacks to the early days of Google Ads, where advertising was very granular and straightforward. The system is simple to navigate after translating it into English. The number one rule is to forget about all new Google Ads-based best practices. On Sklik, Search campaigns have to be very granular, and ads focus closely on keywords. There are no DSA formats, just old, plain Text Ads with three headlines and two descriptions. A few major time-saving features are missing, which makes working with Sklik time-consuming, but on the other hand, the results make up for the time spent tinkering with the ads.

Source: Seznam.cz

Targeting on Sklik

Sklik uses well-known solutions as other PPC advertising platforms and well-known approaches to targeting.

Using cookies:

• interests,

• intents,

• retargeting,

• dynamic retargeting.

Cookieless:

• placements,

• topics,

• keywords,

• simple display campaign.

List-based solutions:

• own customer lists,

• dynamic Retargeting Seznam visitors,

• lookalike.

Additionally, Sklik provides detailed statistics and intuitive reports setup with delivery to inbox. Seznam offers many other services, and businesses can connect their account to Firmy.cz (Google My Business alter ego) and get discovered on Maps.cz. To capitalize better on advertising, businesses should try Zboží, especially if a new e-commerce is looking to expand its business in the Czech Republic.

Exploring Zboží capabilities

Businesses will be the most interested in shopping ads and should consider connecting their Sklik account with Zboží.cz. The platform has over 27 000 shops in one place, with the option to compare prices, read and leave reviews, and make informed purchasing decisions. Nearly 1 million shoppers visit Zboží.cz weekly, making it the perfect place to display e-commerce offers to reach potential customers during their shopping journey.

There can only be one Zboží per Sklik account and three automatically generated dynamic retargeting lists, which can fuel Sklik campaigns. The dynamic lists are built on data from Zboží.cz and search on Seznam.cz. The advantages are as follows:

• The users don’t need to visit the website via this targeting,

• There’s no need to use third-party cookies,

• Advertisers pay only for clicks to the website and not for product offer displays,

• Users are actively searching for products, so the conversion likelihood is very high, making Zboží the driving force of purchases,

• Customers can sort e-shops by pickup points, making local visibility advantageous.

All you need to start your advertising journey on Zboží is a well-structured product feed and a moment to get to know the system.

Source: Zboží.cz

Conquering the Czech Market

Any business that wants to expand to the Czech market should pay attention to Seznam and its wide variety of advertising solutions. Its strength lies in the localized approach as a top benefit for businesses focusing on the Czech market. Sklik and Zboží are budget-friendly due to the local approach. Online advertising might not be as top-notch as Google’s, but by ignoring Seznam, the advertisers may struggle with expanding their business in the Czech Republic.