In brief: Sklik is Seznam.cz’s advertising system for paid promotion in search and the content network. A campaign needs monitoring of queries, placements, measurement and the connection to sales.
How I use Sklik.cz in practice
In practice, I use Sklik.cz as one part of acquisition. Before launch, I establish whom I do not want to reach, what proof the offer needs, and how I will recognise a relevant response. I continuously monitor search queries, placements or comments by channel and feed the findings back into the content and the offer.
What to watch out for
A cheap click or large reach is not success by itself. With Sklik.cz, it is easy to optimise activity that does not bring the right customers. Be wary of the platform’s automated recommendations when you do not know the margin, capacity and brand constraints.
Questions for decision-making
- Whom do we want to reach, and whom do we want to exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality, or only activity in the channel?