Help menu

Shopping Ads (previously Zboží.cz campaign) 

Merging Zboží.cz Help with Sklik Help

As of June 25, 2025 the original Zboží.cz help pages are no longer available – they have been redirected to the unified Sklik Help. This change reflects the transition whereby original Zboží.cz campaigns now falls under Shopping ads, as announced in Seznam’s official blog. Your campaigns continue to run without any changes, and no action or adjustments are required. The new help section now offers clearer and more centralized information, whether it’s about campaign management, search advertising, or new options within Shopping Ads.
Ve sjednocené nápovědě naleznete všechny potřebné informace:

XML feed
Rating and reviews
Pairing offers

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.

In Shopping campaigns, the Validity Period is not supported; the start and end dates you set will not be reflected in the campaign.

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

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

Shopping Ads

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.

If the advertiser sets a 100% reduction of the max. CPC (cost per click), the offer will not stop being published, it only continues to be displayed with the minimum possible max. CPC price according to the valid Zboží.cz price list.

Multiplier options

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

It is applied when bidding via Sklik as well as through XML feed. 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.

Statistics

Statistics for Shopping Ads campaigns are always loaded from scratch. The system will not transfer historical data from Merchant Center (Centrum prodejce) to your account and change the total statistics of your Sklik account retroactively.

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.

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.
  • 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?

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 in Merchant Center (Centrum prodejce) 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 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.