Seznam.cz advertising through the Sklik platform reaches over 97% of the Czech internet population, making it essential for any business targeting the Czech market. While Google dominates globally, the Czech Republic remains one of the few European countries where a local search engine maintains significant market presence.
In 2026, Seznam.cz continues to hold approximately 12-15% of the Czech search market, with loyal users who prefer local solutions. For advertisers, this represents access to millions of engaged Czech consumers through competitive cost-per-click rates significantly lower than Google Ads.
This comprehensive guide covers everything you need to know about Sklik PPC advertising, from campaign setup to advanced optimization strategies, helping you maximize ROI in the Czech digital landscape.
Why Seznam.cz Matters for Czech Market Advertising
Seznam.cz isn’t just another search engine – it’s a Czech internet institution founded in 1996, two years before Google. The platform has evolved into a comprehensive digital ecosystem that includes search, email, news, maps, and e-commerce services.
The platform’s significance for advertisers stems from several key factors. First, Seznam.cz users demonstrate strong brand loyalty, with 78% visiting the platform daily or multiple times per week. Second, approximately half of Czech internet users have Seznam.cz set as their homepage, creating prime advertising real estate.
Seznam’s ecosystem includes Zboží.cz (price comparison), Firmy.cz (business directory), Mapy.cz (maps), and Novinky.cz (news), providing multiple touchpoints for reaching Czech consumers throughout their digital journey.
Seznam.cz vs Google: Czech Market Position 2026
While Google commands approximately 82-85% of Czech search traffic, Seznam’s remaining 12-15% share translates to millions of daily searches. More importantly, Seznam users often demonstrate different search behaviors and demographics.
Seznam tends to attract an older, more established demographic that values Czech-language results and local content. Many B2B and local service businesses report higher conversion rates from Seznam traffic compared to Google, as users often have stronger purchase intent.
For e-commerce businesses, advertising on both platforms provides comprehensive market coverage, with Sklik often delivering lower CPCs while maintaining competitive conversion rates.
Sklik Advertising Platform: Complete Overview
Sklik is Seznam’s proprietary PPC advertising platform, enabling advertisers to display ads across Seznam search results, the extensive display network of 2,000+ partner websites, and shopping placements on Zboží.cz.
The platform operates on a pay-per-click model with minimum CPC of just 0.20 CZK (approximately €0.008), making it accessible for businesses of all sizes. The average CPC across the system is approximately 4 CZK (€0.16), though this varies significantly by industry and competition level.
Key advantages of Sklik include its intuitive Czech-language interface, local customer support, data stored in Czech data centers, and targeting options specifically designed for the Czech market.
Campaign Types Available in Sklik
Sklik offers several campaign types to match different advertising objectives:
Search Campaigns display text ads in Seznam.cz search results when users query relevant keywords. Ads appear in up to 4 TOP positions above organic results and 3 standard positions below.
Display Network Campaigns reach users across nearly 3,000 partner websites including major Czech portals like Novinky.cz, Sport.cz, and Prozeny.cz. Available formats include banners, combined ads, HTML banners, and native advertising.
Shopping Ads (formerly Zboží.cz campaigns) showcase products with images, prices, and ratings across Zboží.cz, Seznam search results, Obrázky.cz, and Sbazar.cz – reaching over 50% of Czech online shoppers.
Video Campaigns build brand awareness through video ads on Stream.cz and partner sites.
Simple Content Campaigns offer broad reach with minimal targeting for mass-market products at very low CPC rates.
Zboží.cz and Shopping Ads: E-commerce Essential
Zboží.cz is the second-largest price comparison website in Czech Republic after Heureka, with nearly one million weekly shoppers. Integration between Sklik and Zboží.cz was completed in 2025, allowing advertisers to manage all shopping campaigns from a single interface.
Shopping Ads now display across multiple placements: the Zboží.cz comparison site, Seznam.cz search results (as product carousels), Obrázky.cz image search, and Sbazar.cz classifieds. This comprehensive coverage reaches customers at multiple stages of their shopping journey.
To run Shopping Ads, e-shops must connect their product feed to Zboží.cz and link their Sklik account. The system supports dynamic pricing, availability updates, and automatic bid adjustments based on product performance.
Shopping Ads Best Practices 2026
Successful Shopping Ads campaigns require optimized product feeds with accurate titles, descriptions, and high-quality images. Use custom labels to segment products by margin, bestseller status, or seasonality.
Implement product group structures in Sklik to set differentiated CPCs for various product categories. Monitor performance by placement type – Seznam search, Zboží.cz comparison, and other surfaces often perform differently.
Consider the seasonal price schedule released by Seznam, which adjusts minimum CPCs during peak shopping periods (October-January). Plan budgets accordingly and front-load bids during high-intent periods like Black Friday and Christmas.
Targeting Options and Audience Strategies
Sklik provides robust targeting capabilities designed for the Czech market. Beyond standard keyword targeting, advertisers can leverage demographic, geographic, behavioral, and custom audience options.
Geographic targeting supports country, region, and city-level precision, essential for local businesses. Topic targeting places ads on websites matching specific content categories, while domain targeting allows inclusion or exclusion of specific partner sites.
Interest-based targeting reaches users based on their browsing behavior and inferred purchase intent, making it valuable for reaching users in the awareness and consideration stages of the funnel.
Customer Lists and First-Party Data in Sklik
With third-party cookies declining, first-party data has become crucial for effective advertising. Sklik’s Customer Lists feature allows advertisers to upload email addresses (with proper consent) for targeted campaigns.
The Seznam Data Clean Room enables secure matching of customer data without exposing raw information. Case studies show impressive results: Generali Česká pojišťovna achieved 2x higher conversion rates with customer list targeting, while Notino reported 21% higher conversion value compared to standard retargeting.
Integration with platforms like Bloomreach Engagement, Raynet CRM, and Targito simplifies customer list management through automated syncing. The PPC Wolf tool from Mergado enables automatic import of customer segments directly into Sklik campaigns.
New Features and Automation in 2026
Seznam.cz continues innovating the Sklik platform with automation features that rival Google Ads capabilities. The most significant 2025 introduction was the Maximize Conversions (tCPA) bidding strategy.
Maximize Conversions automatically adjusts CPC bids in real-time using dozens of signals to achieve the advertiser’s target cost-per-acquisition. The system requires campaigns to be active for at least 7 days with minimum 30 conversions in the past 30 days.
Early adopters report significant improvements: Invia recorded higher conversion rates and lower PNO (cost-to-revenue ratio) while maintaining their target CPA, plus reduced campaign management overhead.
Integrations and Automation Tools
The Sklik ecosystem now includes numerous integration options for advertisers:
Boost.space integration connects Sklik with over 1,900 tools for workflow automation and customer list management.
API access enables custom integrations for large advertisers and agencies managing multiple accounts.
Certified Partner Program provides agencies with advanced training, beta feature access, and dedicated support. For 2026, Seznam announced both Certified and Verified partner tiers with enhanced benefits.
Automated rules in Sklik allow scheduling of bid adjustments, budget changes, and campaign pausing based on performance thresholds.
Sklik vs Google Ads: Practical Comparison
Understanding the differences between Sklik and Google Ads helps advertisers allocate budgets effectively and optimize campaigns for each platform’s strengths.
Cost efficiency favors Sklik in most industries, with CPCs averaging 60-70% lower than Google Ads for comparable keywords. However, search volume is proportionally lower, requiring realistic traffic expectations.
Feature parity has improved significantly – Sklik now offers comparable automation, audience targeting, and reporting capabilities. However, Google Ads maintains advantages in machine learning sophistication and cross-platform integration.
For Czech market coverage, running both platforms is recommended. Start with Google Ads for volume, then expand to Sklik for incremental reach at lower costs. Many advertisers find Sklik particularly effective for remarketing and brand campaigns.
Campaign Setup and Optimization Checklist
Follow this structured approach when launching and optimizing Sklik campaigns:
Account Setup: Create Sklik account, set up Sklik Wallet (Peněženka) for payment, configure conversion tracking, and link Zboží.cz if running shopping campaigns.
Campaign Structure: Separate campaigns by network (search vs. display), organize ad groups by theme, and set appropriate geographic and device targeting.
Keyword Research: Use Sklik’s keyword tool for Czech-specific suggestions, include Czech diacritics (háčky a čárky), and consider local terminology differences from international Czech.
Ad Creation: Write compelling Czech copy, include strong calls-to-action, test multiple ad variations, and ensure landing pages match ad messaging.
Optimization: Monitor performance daily initially, adjust bids based on position and conversion data, exclude underperforming placements in display campaigns, and implement negative keywords progressively.
Sklik vs Google Ads: Feature Comparison
| Feature | Sklik (Seznam.cz) | Google Ads |
| Czech Market Reach | 97% of CZ internet users | ~85% search share |
| Average CPC | ~4 CZK (€0.16) | ~10-15 CZK (€0.40-0.60) |
| Minimum CPC | 0.20 CZK | Variable by auction |
| Display Network | 2,000+ Czech sites | Millions globally |
| Shopping Integration | Zboží.cz (2nd largest) | Google Merchant Center |
| Language Support | Czech-native | Multi-language |
| Customer Support | Czech-speaking local team | Global support |
| Automation | tCPA (new 2025) | Mature ML systems |
| Data Storage | Czech data centers | Global infrastructure |
Conclusion
Seznam.cz advertising through Sklik represents a strategic opportunity for businesses targeting Czech consumers. While Google dominates search globally, Seznam’s loyal user base and competitive advertising costs make it an essential component of comprehensive Czech market coverage.
The platform has matured significantly, with 2025-2026 bringing automation features, improved integrations, and enhanced targeting capabilities that approach Google Ads functionality. For e-commerce businesses, the Zboží.cz integration provides direct access to price-conscious Czech shoppers.
Success on Sklik requires understanding Czech consumer behavior, optimizing for local search patterns, and leveraging the platform’s unique strengths: lower costs, local support, and access to users who actively choose Czech solutions.
Ready to reach more Czech customers? Contact our team for a free Sklik account audit and customized strategy recommendations at ads-agency.eu/sklik-audit.
