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Shopping Ads (previously Zboží.cz campaign) 

What do you get with Shopping Ads?

  • Possibility to set max. CPCs in the familiar Sklik environment and the ability to entrust Shopping Ads to your PPC specialist to manage all your campaigns.
  • Ability to use automatic rules in Sklik for groups with product groups.
  • Possibility to structure groups e.g. using custom labels, manufacturer or combination of several parameters at the same time.

Setting prices per click using Sklik is suitable for all advertisers who would like to take full advantage of the potential of Shopping Ads to maximize orders and for those to whom it is not worth investing in tools used for setting max. CPC via feed.

What is the procedure for setting up a Shopping Ads in Sklik campaign? 

In case you have not moved the Shopping Ads control to Sklik yet, you need to do so in the Zboží.cz administration. You can find the option on the overview page or in the Auction Settings (Nastavení aukce) menu on individual items.

In the Sklik interface in the Shopping Ads settings Max. CPC select the option from the Sklik.
It is also possible to set up groups and product groups in Sklik even before moving the ad control to prepare the campaign structure before the campaign is launched.

The Shopping Ads is paid for from the Wallet associated with the Sklik account once the ad management has been moved.

On the day of moving the ad management to Sklik, the daily budget of the Shopping Ads campaign is accepted according to the set budget amount and the remaining amount in the Zboží administration (until midnight).

Shopping Ads

The level of account linkage – as time went…

Level of Sklik and Zboží.cz linkage When is it appropriate to set up?How do I set it up?
1. Linking the Sklik account and the Zboží.cz accountWhen you want to set up a dynamic banner or dynamic retargeting.The link is created automatically when the account is created. As of 30.1.2025 it cannot be changed
2. Linking Zboží.cz statistics to the Sklik account From 11.10.2024 it is no longer possible to set up separately. Take advantage of the possibility to move Zboží.cz advertising management to Sklik (see level 4)
3. Setting prices per click using Sklik product groups From 26.9.2024 it is no longer possible to set up separately. Take advantage of the possibility to move the management of Zboží.cz advertising to Sklik (see level 5)
4. Management of Google Ads in Sklik From 18.2.2025 it is no longer possible to set up separately. Use the Account Unification option (see level 5)
5. Management of Shopping Ads in Sklik + unified accountIf you want to have an overview of the performance of your ads on Seznam in one place, you want to set the max. CPC via Sklik product groups or if you want to take advantage of other benefits of Shopping Ads management from Sklik and continue to set max. CPC via feed.In the Zboží.cz administration, in the Auction Settings menu (Nastavení aukce na jednotlivé položky), select Move ad management to Sklik (Přesunout řízení inzerce do Skliku). Alternatively, just confirm the offer to merge the Sklik and Zboží.cz accounts if you have already moved the listing management in the past.

Min. CPC, max. CPC and Multipliers

  • The minimum CPC in the Shopping Ads campaign is determined by the selling price of the offer according to the Shopping List price list. Therefore, the actual CPC may be higher than the one you set. Should the CPC be lower than the minimum bid price after adjusting the bid multiplier in the campaign settings, the minimum bid price will also be used in the auction.
  • Max. CPC for a product group is prioritized over the set max. CPC of the group.
  • If a bid is in 2 groups, the group with the higher max. CPC (even if it was taken from the parent group).
  • If you have multiple multipliers applied, they are added together. Thus, e.g. desktop +10% and Zboží.cz +20% means that the bid enters the auction on desktop on Zboží.cz at 130% of its max. CPC.

Multiplier options

For Shopping Ads:

Multiplier options in the Sklik interface

The bid multiplier in Sklik is used to adjust the percentage of the bid amount (CPC). 

It is only applied if the advertiser has set up bidding via Sklik. The bidding settings, besides other options, can be checked in the header of the Shopping Ads campaign in Sklik.

Set bidding

In Sklik there is only one CPC bid set compared to the feed pricing (which works with MAX_CPC and MAX_CPC_SEARCH) and that is at the group or product group level. The bid resolution for product detail and search is handled only by the bid multiplier.

There are 3 levels of bid editing available in the campaign settings

  • Device targeting
  • By placement
  • By auction type on Zboží.cz
Shopping Ads campaign Multiplier Settings

The individual values of these multipliers are added together and in total can result in a maximum increase in CPC of 900% or a maximum decrease in CPC of 90%.

An example: 
With a set CPC of 10 CZK and a combination of multipliers:

Device targeting – Mobil – 20% 
Adjusting bids by placement – Seznam.cz + 30% 
Adjusting bids by auction type on Zboží.cz – Search+ 20% 

The resulting CPC offer for this combination will be increased by 30% to 13 CZK.

The CPC payment model is governed by the Shopping Ads payment rules, including the minimum price offered according to the current price list (base or seasonal).

If the resulting bid is lower than the minimum list price per click, the bid enters the auction with this minimum list price per click.

Multiplier options in the Zboží.cz interface

The offer multiplier in the Zboží.cz administration is used to adjust the percentage of the product detail offer (MAX_CPC) and search offer (MAX_CPC_SEARCH) for Zboží.cz and Seznam.cz search in combination with the device.

It is applied only if the advertiser has set up bidding from XML feed or via the Zboží.cz administration interface and has not converted the Seznam Nákupů advertising control to Sklik.

Statistics

Statistics for Shopping Ads campaigns are always loaded from scratch. The system will not transfer historical data from Zboží.cz to your account and change the total statistics of your Sklik account retroactively. Until you move Zboží.cz ad management to Sklik, data is always loaded backwards for the previous day. They are only available for e-shops advertising on Zboží.cz. Other segments are not available.

Campaign-level statistics for the Shopping Ads campaign are loaded from the moment the site link is set up and are loaded completely independently of the report and product group statistics in this campaign. For this reason, the sum of report statistics may not match the summary statistics for the Shopping Ads campaign.

Search query reports are not available in a Shopping Ads campaign and you cannot use negative keywords.

Statistics in the Sklik interface

  • Shopping Ads campaign can be filtered by campaign type just like any other campaign type.
Setting the Shopping Ads campaign type filter
  • Stats of Shopping Ads are part of Sklik stats and are included as search.
  • Applies only to establishments that do not manage Shopping Ads via Sklik yet: The daily budget for a Shopping Ads campaign is only an informative calculation of the establishment’s weekly, monthly financial or unlimited limit in the administration. For this reason, the campaign does not operate on a daily basis as in Sklik, but is governed by the mechanisms of Shopping Ads. The value in Sklik has only an auxiliary purpose.

Statistics in API and Looker Studio

  • In the API, after linking, the statistics of the Shopping Ads will be part of the statistics for the search network as in the user interface. If you only need statistics for Sklik campaigns, filter only the campaign types you want. Alternatively, when creating a report, you can either list the campaign IDs you want to report for or limit the set based on the campaign name.
  • Looker Studio – if you want to continue to allocate only data for Sklik campaigns in your search statistics, you can select campaign types in the account configuration or individual tables.
  • The Zboží.cz API remains unchanged.

How to evaluate and optimize the Shopping Ads campaign?

Just like you work with other campaigns in Sklik:

  • Adjust the max. CPC according to the achieved performance.
  • Separate the most searched assortment or group of assortments into more detailed reports or product groups and set the corresponding max. CPC.
  • You can divide your advertising into multiple Shopping Ads campaigns segmented e.g. by product category, manufacturer or auction type (only after moving the advertising management).
  • Set up automatic rules for your reports.
  • Adjust the % of bids by device, by product listing location (Seznam.cz, Zboží.cz) or by auction type (product detail TOP, search and bids from cheapest).
  • If you set up multiple Shopping Ads campaigns, e.g. with the goal of having one for product detail only and one for search, here’s how to proceed:
    • For a campaign that is to be displayed only in search, in the settings, set the bid adjustment for Product – recommended to -100% in the Adjust bids by auction type on Zboží.cz.
    • For a campaign that is to be displayed only in the product detail, in the settings, set the bid adjustment for Search to -100% in Adjust bids by auction type on Zboží.cz.
    • None of the groups or product groups can have a lower max. CPC than the list price (up to 3.60 CZK). Otherwise, the offer will be able to be displayed at the list price from another campaign.

You can find the data in this breakdown in the statistical reports in the Sklik interface with this setting:

  • Overview type: Campaign
  • Column selection: auction type on Zboží.cz or Product listing location
  • Data are available for the period from 1.8.2023 at the earliest

Example of report setup, where you can see the breakdown by auction type on Zboží.cz and product listing placement

What is good to know?

Restrictions for Shopping campaigns that do not have Shopping Ad management moved to Sklik:

  • Changing the status of a Shopping Ads campaign and its reports or product groups does not affect ad serving as it does for other types of campaigns in Sklik.
  • If the Max. CPC value from the feed or from Zboží.cz, changing the status of the campaign, group, or product group does not affect the ad serving because the Max. CPC specified in the XML feed or in the Zboží.cz administration.
  • If a campaign has a Max. CPC from Sklik, then in case of suspension or deletion, the ad from this campaign is still being served and the Max. CPC from the Zboží.cz price list is applied.
  • The Zboží.cz campaign does not show data for the current day. The data for yesterday are added in the morning. The correctness of the data for the previous day can generally be verified via the API method stats.status.
  • Only data for advertisements that run when bidding is set up via Sklik product groups are loaded into reports and groups in the Shopping Ads campaign. Advertising performance that is driven by cost-per-click from the feed or from the Product administration is only loaded into the statistics at the Shopping Ads campaign level in Sklik
  • There can only be 1 Shopping Ad Campaign for a single establishment in a Sklik account.
  • The daily budget for a Shopping Ads campaign is only an informative calculation of the weekly or monthly financial limit of the establishment in the Zboží.cz administration. For this reason, the campaign is not monitored on a daily basis as in Sklik, but follows the mechanisms of Shopping Ads. The value in Sklik has only an auxiliary purpose.
  • Campaigns cannot be created by import, only updated.
  • If the Shopping Ads campaign has prices for clicks set via the Zboží.cz administration or via the feed, automatic tagging from the Sklik account in Shopping Ads is not applied.
  • Pokud má kampaň Nákupy nastavené ceny za proklik přes administraci Zboží.cz nebo přes feed, automatické tagování z účtu Skliku v Seznam Nákupech aplikováno není. 
  • The access roles to the Sklik and Zboží.cz account remain separate. Setting up an auction in Shopping Ads via Sklik does not automatically grant access to users with access to the Zboží.cz administration and Sklik and vice versa.

Automatic campaign tagging

  • All automatic tagging settings are applied to Shopping Ads campaigns (see help for more information) and take precedence over parameters entered directly in the target URLs of individual offers.

Others

  • To enter product groups with selected categories (CATEGORYTEXT tag), you can use the star convention (wildcard) – when you select the main category with the * character, all subcategories are automatically applied, including newly added ones. The asterisk convention is not supported for the label (custom_label).
  • The advertising of the Shopping campaign on the selected network cannot be switched off completely (e.g. by setting the bid adjustment to -100%), it is always issued at the minimum list price per click. However, if the offer is not part of any active product group, it is not advertised at all.

Why is the administration of Zboží.cz still necessary?

  • detailed statistics at the level of individual offers
  • detailed diagnostics of the quality of transmitted data
  • feed download frequency
  • setting the price of transport and dispensing points
  • standard conversion measurement settings
  • matching tool
  • administration of store reviews 

Import into the Shopping Ads campaign

The Shopping Ads campaign can be created by importing (it is created automatically after linking) and it can be updated by importing. For the import to be successful, it is necessary that all product groups in the imported campaign have the corresponding shop ID.