Where Shopping Ads Appears
Every search starts on the Zboží.cz homepage. It includes a search box, gift tips and inspiration for shoppers, theme products, a list of fifteen main categories and an overview of popular brands. All homepage content is chosen by editors and neither e-shops nor manufacturers can purchase any visibility on it.
The Zboží.cz shopping guide guides customers through the entire shopping process. At the beginning of the process, potential customers find out basic information about the product they are looking for. When browsing individual categories (without searching), products are ranked by popularity (i.e., by CTR – click-through rate to the product by previous customers). This ranking cannot be influenced by e-shops or manufacturers.
The result of a search for a general customer query is the display of a category on Zboží.cz.
Products in a category can also be filtered by price or manufacturer. Further sorting based on parameters such as material, colour, dimensions etc., varies and is based on data from XML feeds of e-shops.
Useful “How to choose” advisory texts also helps the customer to choose the right product. These are available in most of the important categories. If a potential customer searches for the name of a manufacturer, a brand page with selected products will be displayed (but the selection cannot be influenced).
The queries that a customers enters into the search box changes depending on the stage of the buying process they are currently at. As they gradually add important parameters, give price ranges, get an idea of which type of product is suitable for them, their initially general queries takes on a more specific form. The autocomplete function helps them in this process.
Once a potential customer has enough information to make a purchase, he/she usually decides between just a few products or looks only for detailed information about a specific product. At this point, his queries are very specific. The user then sorts the search results according to relevance. They can still be filtered in various ways according to the selected parameters.
For e-shops, it is important to send the correct values for the CATEGORYTEXT and PARAM elements in the XML feed. It is also possible to filter results by delivery point. Therefore, it is important to have this feature set up as well.
In the search results on Zboží.cz we distinguish two ways in which the advertised offers from the e-shop can be displayed. It is possible both as a product and as an advertisement in the search on Zboží.
The product contains the name, e-shop (where the product is available), picture, label, selling price and availability as well as additional information (e.g. free gift). The product can be listed in a category (it is recommended to have a correctly filled value for the CATEGORYTEXT element in the feed).
For product there are these advertising spaces available:
– Product – Recommended offers
– Product – Offers by price
Product – Recommended offers
Displaying and order in this section is affected by the set MAX_CPC and bid relevance.
The number of e-shops displayed in recommended offers depends on the number of offers paired with the product. If there are 0-2 e-shops in the product, no recommended offer will be displayed. For 3-4 e-shops there is 1 bid position and for 5+ e-shops there are 4 bid positions.
Other factors for display in recommended offers (such as rating) can be found in the technical conditions of Zboží.cz.
Product – Offers by price
This sorting is influenced by the selling price of the item, stock availability and other factors. In the case of identical selling price, the relevance of the offer decides about the order.
Offers are visible in the search on Zboží.cz among products.
The offer feed for Zboží.cz is used to display offers, no need to activate anything, everything is being processed automatically.
Offers of unpacked and used goods are also displayed in the search on Zboží.cz.
The goal is to display a relevant offer when entering a shopping query and thus shorten the shopping path of the users.
The number of displayed offers is up to 29 in the case of a carousel and all can be clicked through.
From one advertiser, a maximum of 2 offers can be displayed.
If a sufficient number of suitable candidates is not found in the auction when processing the query, the system may select more offers from one advertiser.
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Offers are displayed in search on Seznam.cz, Obrázky.cz and Sbazar.cz
In search on Seznam.cz, offers are placed above or next to the top positions of Sklik text ads, in the form of a so-called carousel. On mobile phones, offers are displayed above Sklik text ads.
Offers of unpacked and used goods are also displayed in the search on Seznam.
The number of displayed offers is up to 29 in the case of a carousel and all can be clicked through.
From one advertiser, a maximum of 2 offers can be displayed. If a sufficient number of suitable candidates can not be found in the auction when processing the query, system may select more offers from one advertiser.
On Sbazar we display offers of second-hand, refurbished, used, unpacked goods or goods with damaged packaging, etc. In order for your store’s offers to be displayed, you must comply with the rules for advertising on Sbazar.
