Types of targeting

Placements

If you only want to advertise on specific websites, you can simply choose them. Open an ad group and manually write or copy the URLs of the selected websites. For example, if you want to target Seznam’s biggest websites, add the following to your placements:

• Seznam.cz, Seznamzpravy.cz, Super.cz, Novinky.cz, Prozeny.cz and Sport.cz.

Topics

If you don’t know the placements or not sure about which to choose, you can use the Topics option. The websites are divided to groups according to their thematic focus.

You can choose websites focusing on travel, fitness, fashion, news, health, sport, industry, nature, hardware, finance, food, etc. The system automatically shows ads on websites with the selected topics.

By clicking on Automatic placements in each ad group, you can see the list of websites where the ads were displayed.

Interests

Another type of targeting is Interests. Here the system detects users with selected interests according to their long-term behaviour on the internet. Interest targeting has a greater reach than intent targeting and is good for branding and demand generation. You can choose from many interests in Sklik. When choosing, you can see the actual number of users assigned to the interest.

Intents

Intents and interests are based on similar principle, however, intents create an audience according to the short-term purchasing behaviour of the users. Intents target users in the last phase of the purchasing cycle and therefore works well for performance advertising.

Retargeting

With retargeting campaign, you can target users who have already visited your website. You need to implement the Sklik retargeting code in your website and then you can easily define lists of users you want to target. For example, you can target people that have visited a specific section of your website, such as a certain category of your website, or people who have a product in their shopping cart but haven’t completed their order yet. You can also target existing customers with special offers, etc.

Dynamic retargeting

Dynamic Retargeting (DRTG) shows the visitors of your e-shop the goods that they viewed, including the image and the current price. By linking to Zboží.cz XML feed, there is no need to enter any additional retargeting conditions or edit a retargeting code. The system knows what the users were looking at. You don’t have to enter ads or upload banners. Sklik will create it for you from the feed itself.

Keywords

You create a pack of 5-7 words which determines the content where you want to advertise. For example, you are a shop selling furniture and you want to target people reading about homes, design, houses, etc. You go to the ad group and add keywords such as “home, flat, reconstruction, modern, house”. Then the system takes these words overall and finds corresponding content in articles and shows the ad. Keywords are entered only in a broad match on the display network.

Gender (filter)

A gender filter can be added to any kind of targeting. If you know that you are targeting mainly women or men, you can easily use it. Please bear in mind that a gender filter does not work by itself but only in combination with another type of targeting.