Search Network

• Account Structure
• Keywords
• Keyword matches
  • Broad keyword match
  • Modified broad keyword match
  • “Phrase match”
  • [Exact match]
• Keyword proposal tool

Ads are displayed on the essential Czech search engine Seznam.cz, including mobile searches on Seznam.cz and other partner search engines. PPC advertising in a search network is very effective as it allows the targeting of people who are actively looking for specific information or a specific product or service.

As a result, ads relevant to what they are searching for are offered and displayed to users. In the Sklik search network we have four TOP positions. This means the first four results in the search (above the organic search results). Then we also have three standard positions (on the page below). The TOP position, as compared to the standard position, features in a more visible location on the page. Near the TOP positions or below, there are also Product Listing Ads. This means offers with pictures and prices which are linked to the Zboží.cz feed. You can see a variation of two, three, four, or six offers on the page. If you want to have your ad in the TOP position, the quality factor, price-per-click, and the success of your ads must comply with the internal criteria. We recommend you to focus primarily on writing interesting ads, writing about the competitive advantages, good targeting, and a competitive setting of CPC.

Account Structure

The account hierarchy consists of Campaigns and Ad groups containing Keywords and Ads. Thanks to this structure, you can categorize your advertising logically. Your account can contain an unlimited number of Campaigns -> Ad groups -> Keywords and Ads.

Keywords

Ads are being displayed based on the keywords, therefore, the selection of relevant keywords is really important. Sklik works with three different keyword matches. Every match will trigger your keyword differently.

Keyword matches

To improve the targeting of your campaign in the Search Network, you can enter keywords in so-called keyword matches. When advertising in the display network, keyword matches are not used.

Broad keyword match

• The ad will appear every time user enters a query containing a keyword.
• The keyword may be conjugated, put into different variations according to the phrase structure, diacritics are not considered.
• For the longtail keywords the order of the words is not important, but rather their appearance in the query.
• The word can also appear on synonyms and analogical queries. However, in the auction the keyword that more closely matches the search query is preferred.
• For longtail keywords (approx. 5 or more), not all words in the user query need to be included (unless they are entered with a modifier – below). However, in the auction the keyword that more closely matches the search query is preferred.

Modified broad keyword match

“Phrase match”

• The keyword may be conjugated, put into different variations according to the phrase structure, diacritics are not considered.
• The order of the words in a phrase match does not have to match the order of the words in the user’s query.
• The query can be expanded from the left or right, the expanding word can also be inserted inside.
• All words from the keyword must be included in the user query.
• The keyword must be set within quotation marks.

What if a word without diacritic has a different meaning? You are in full control of your advertising and can exclude unwanted terms by using negative keywords. The negative phrase match behaviour is retained, and the unwanted terms can be resolved by excluding one word.

[Exact match]

• The keyword must be set within square brackets.
• The keyword cannot be conjugated, put into different variations according to the phrase structure. If the keyword contains two or more words, the diacritics are no longer considered.
• The query must be in the exact wording of the keyword for the ad to be displayed.

If words without diacritics have a different meaning, you can exclude those unwanted terms by using negative keywords. In this case, diacritics are always taken into account.

Using diacritics

If the user query is written without diacritics, the system automatically adds diacritics according to the dictionary. If the keywords contain diacritics in any match, the ad will be displayed even for a query without it.

The only exception is a one-word keyword in an exact match for which the diacritics are considered.

For a one-word keyword in exact match with diacritics, the query without diacritics will not display the ad, so it is advisable to use both variants.

Keyword proposal tool

With the Keyword proposal tool you can find new keywords for your Search Campaigns. You will find the function in the Tool section.

There are several metrics and practical indicators next to each proposed keyword.

• Number of searches: 12-month average of the user requests in Search network.
• Yearly trend: trend in a number of searches for the last 12 months.
• Competition: shows the general interest of the advertisers (for this specific keyword).
• Cost: average CPC for the keyword during the past 60 days.