Sklik is an advertising network with Czech traffic. How to drive traffic from it

Are you looking for an alternative to Google and international advertising networks? We’ve found a purely Czech advertising network that offers advertising on major Czech online magazines and news sites, as well as in the local search engine Seznam. This is Sklik.cz.

 

In this article, you’ll learn why it's worth choosing this traffic source, what its pros and cons are, and why this source may not be suitable for everyone.

 

We write quality content about various traffic sources, including advertising networks, Facebook, and even Bing Ads. Come visit our Telegram channel and don't miss out on valuable materials!

 

What is Sklik, and what does it offer

Sklik is an advertising network with Czech traffic. It’ll be of interest to advertisers who:

 

1. Deal with PPC traffic.
2. Purchase native advertising on major resources.

 

Let's delve into PPC and native advertising in Sklik.

 

PPC traffic in Seznam

PPC campaigns are launched through the network in Seznam, a purely Czech search engine. As reported by the search engine itself, users enter 15 million queries into Seznam every day. 

 

Here’s the statistics from 2015 to 2023. Seznam is second only to Google.

 

 

Comparison of search engine popularity in the Czech Republic.

 

Advertising in Seznam looks similar to Google Search: the top results consist of ads with the appropriate label.

 

 

What advertising looks like in a Czech search engine.

 

If you promote products through an online store, they’ll also appear in search engine results:

 

 

 

 

Native advertising on Czech websites

The second option for promotion in Sklik is native advertising. It’s placed on major Czech resources, of which there are a total of 18. Among them are celebrity magazines, a women's magazine, a men's magazine, two news portals, a music portal, a sports portal, a weather forecast portal, and others.

 

 

As you can see, the first banner is actually advertising a physical product, the SS-offer Recentia.  

 

 

The advertising banner can be placed in different locations on the page.

 

 

Native advertising is also placed in the middle of the article.

 

In addition to native advertising, Sklik offers other advertising formats, such as branding, banners in various locations on websites, and video advertising.

 

 

Branding.

 

 

Banner.

 

Why advertise in Sklik

Advertising is placed on the largest websites in the Czech Republic. The network provides statistics for each individual resource and tells you about its topic - you know exactly which site you are advertising on. We mentioned the topics of the websites above. Knowing them, one can conclude that Sklik allows you to reach a broad audience. Here is the weekly traffic of five resources where you can place your ads:

 

 

Only Czech traffic. This is a local advertising network, and the competition among arbitrageurs in such networks is always lower. This is because collaboration with such networks involves paying VAT and working transparently. Furthermore, not many people are familiar with these networks as arbitrageurs tend to focus on international solutions like Taboola, PropellerAds, RichAds, and others.

 

Fast support. We sent more than five emails to the tech support, and they responded in less than an hour. The authors of the “Comparison of PPC Campaigns with a Real Example”' material also referred to Sklik's support as “more human” compared to Google's customer support.

 

Cooperation with Sklik involves constant communication with managers. Let's provide an example. We asked for advice on running a successful advertising campaign and identifying common mistakes made by advertisers. We were directed to contact support.

 

The support team responds in Czech, and you can only reach them using a Czech phone number.

 

Importing campaigns from Google Ads is available. It's convenient for those who work with Google and want to explore a new source of traffic. 

 

Detailed targeting options are provided. In the targeting settings, you can specify parameters such as age, gender, location, interests, and device type (smartphones/PCs).

 

There are two payment models in the network — CPC and CPT. CPT is the same as CPM. Which one to choose is, as always, an individual decision, can’t answer that. However, one marketing agency shared their insight:

 

👉 When you launch campaigns to promote a brand, it's important to determine the payment model: CPC or CPT. Each option requires a different approach. While we often use CPC, tests have shown that CPT can be more profitable for long-term campaigns. For this model, the CTR of ads is not a success factor of the campaign. 

 

Why the marketing agency came to such conclusions and which product they were promoting you can find out by reading the case study.

 

As an alternative, you can split the traffic and observe how each source performs. For example, the marketing agency directed traffic to cosmetics from six different sources. After the campaign, they created a table comparing the percentage increase in sales for each traffic source. Take a look:

 

In the second column, you'll see the increase in sales in percentage. Source

 

Requirements for advertisers

Before launching a campaign, you’ll need to specify an IC - an identification number. We asked the support what exactly to specify: the IC of the affiliate program that the arbitrageur collaborates with or one’s own as an “individual entrepreneur” in the Czech Republic? Support provided the following answer:

 

👉 ID is the identification number of a legal entity. Enter the identification number under which you registered as an entrepreneur with the Department of Trade Licensing.

 

The alias you see in your profile has nothing to do with the company name.

 

The company's registered name is specified in your business license, for individuals, this is usually your first and last name. You can choose a common name by which you represent yourself in the market, if it differs from the registered company name specified in the trade license.

 

Before launching your advertising, you’ll be asked to upload documents confirming that your product complies with the requirements of the advertising network. We have all of them — contact our affiliate managers, and we’ll share them with you.

 

The network also imposes strict requirements on advertisements:

 

• there should be no promises that the product will cure illnesses like a magic pill;
• recognizable personalities or celebrities should not be featured in the creatives;
• adult content is not allowed in the creatives.

 

The account verification process may seem unusual to CIS arbitrageurs. To verify your account, you need to send an SMS with “SEZNAM” to the specified number. This is unusual because typically, in our region, services send SMS verification codes, and our task is to enter them on the website.

 

Now, let's compare Seznam / Sklik with Google.

 

Seznam vs Google Ads

We found several materials that compare Sklik / Seznam with Google Ads, but there are hardly any cases on purchasing native ads in the network. So, we provide a comparison of the local Czech search engine and Google.

 

The extensive material “Comparison of PPC Campaigns in Google Ads and Seznam with a Real Example” discusses the advantages of both traffic sources and showcases the results of campaigns conducted on them.

 

The authors promoted clothing and footwear brands such as BAPE, Supreme, Jordan, and Nike Dunk. Providing screenshots below.

 

 

Results for Google Ads

 

 

Results for Seznam

 

The authors concluded that the campaigns in Google Ads performed significantly better than Seznam Sklik. This suggests that in this specific case, Seznam as a PPC source was not the best solution.

 

In another material titled “Case study: Sklik vs. Strossle”, two local Czech networks, Sklik and Strossle, are compared. Here are the numbers:

 

 

In this context, conversions came from Sklik, while there were no conversions from Strossle at all. As we can see from the screenshot, the CTR in Sklik is lower than in Strossle, but users turned out to be more interested in the product.

 

In the third case, “How we improved campaign efficiency after adjustments”, it’s explained how PPC specialists increased the number of conversions by 71% using Sklik. Screenshot from the case:

 

 

The dark line represents conversions before the campaigns were launched in Seznam, while the red line represents conversions after. 

 

Pros and cons of Sklik

 

A comparative table of Sklik and other traffic sources.

 

What budget is better to start with in the source

We asked this question to Sklik's support, and here's what they replied:

 

👉 The choice of budget depends on the cost per click you've set and the payment model. In the CPC model, the budget should exceed the cost per click by 100 times, and in the CPT model* by 20 times.

 

*CPT is CPM.

 

Now, let's talk about the nuances of funding:

 

• the balance can only be replenished in Czech currency, which is the crown;
• the minimum top-up amount is 29 Czech crowns ($1.2) including VAT;
• the maximum top-up amount is 10 000 Czech crowns ($426) including VAT;
• the maximum balance in your account is 1 000 000 Czech crowns ($42 000) including VAT.

 

To answer the question about PPC advertising budgets in Seznam, let's look at the cases from the previous points: 1898 impressions cost $70.7, and 2 million impressions cost $621.6. It's clear that products and niches vary, but this provides some understanding of the prices.

 

ProfitPay offers for the Czech Republic

And lastly, here are some proprietary offers for the Czech Republic:

 

 

Vigordic — penis enlargement capsules. ID: 351. Rate — $28 per approval. 

 

 

A-Cardin — сapsules for normalizing cholesterol levels. ID: 252. Rate — $28 per approval.  

 

 

Diabetins Max — сapsules to help fight diabetes. ID: 253. Rate — $28. 

 

 

Prostonel — capsules for prostatitis. ID: 254. Rate — $28. 

 

All offers at ProfitPay are in-house and not overused, and we constantly improve them, which is why we consistently maintain a high CR. Our call center with native-speaking operators allows us to maintain a high approval rate, and our partners don't have to deal with excuses like “we're working on the issue”. With us, you can forget about approval problems – it's not in our interest.

 

If you need assistance with creatives and pre-landers, feel free to reach out, and we'll help. We have a professional translator on our team who is fluent in Czech and can translate texts in a way that Czech speakers wouldn't realize they weren't written by a native.

 

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