Sklik check list

If you want to find out whether your Sklik account is set up correctly, our checklist is a perfect way to do so! It will provide you with step by step guidelines to a perfect campaign. Firstly, select what stage you are currently in and then check if you have completed all steps in setting up the campaign. You can also download the report in the PDF format.

The stages of your campaigns:

Before launching the campaigns

Check the boxes with tasks that you have already completed. You can also download the report in the PDF format.


  • Unified results for each network, easier evaluation

  • Search ad extensions up to 6 links, cutting the path to the site

  • Search ad extensions with up to 4 labels

  • Increase ad space and CTR

  • CPA/PNO if conversions and conversion value are tracked, CTR if not tracked

  • For local retailers or services

  • Maximum campaign reach. More information here (English version is being prepared) Next

  • Search network 100:1, display 20:1 CPT, 100:1 CPC (budget: CPC/CPT)

  • More accurate campaign evaluation and optimisation. More information here Next

  • Measurement by PNO, more accurate data interpretation

  • Consecutive collection of audiences for retargeting

  • Measurement of campaign effectiveness, easier performance evaluation

  • Visibility, relevance, lower CPC and higher CTR. More information here Next

  • More detailed product group targeting. More information here (in Czech only) Next

  • Displays a "call" button for ads on mobile devices

  • Campaign timeframe - suitable for promotions, sales and limited time offers

  • Reports on the performance of campaigns, ad groups, ads, KWs, devices, etc. More information here Next

  • Necessary for product ads, DRTG and DB

  • There must be a logo for DRTG/DB on Firmy.cz profile

  • Quick change of message to users, low cost

  • Covering the most searched words

  • Currently searched queries

  • Accurate targeting and broader reach to attract new users

  • Control over advertising, no duplication of results

  • Cost savings, more accurate targeting and higher relevance

  • 2–4

  • KW coverage in ads – higher relevance and CTR

  • Increased relevance and CTR

  • Increased relevance and CTR

  • Higher CTR, attention grabbing

  • Distinguishing yourself from the competition, benefits for users

  • Cost savings

  • Shortening the user's conversion path, increasing the time spent on the page

  • Increase brand awareness, extend campaign reach

  • 300×250, 300×300, 480×300, 300×600, 480×480 a 970×310

  • Fits into website content, reaches new customers, suitable for display marketing. More information here Next

  • Targeting a specific URL, e.g. article URL - maximising relevance

  • 4-7 single-word terms per report, KWs refer to KWs in articles

  • Reaching the target audience of each topic

  • Targeting users with specific long-term interests

  • Targeting users at the last stage of the buying process

  • Targeting on all devices

  • More precise ad targeting with narrower reach. More information here (in Czech only) Next

  • Increase the reach of existing campaigns with anonymous space. More information here Next

  • Driving conversions, higher conversion rates

  • Increase the reach e.g. to customers who repeat purchases or by custom scenarios from CRM. More information here Next

  • Users in shorter time periods have a higher tendency to finish conversion

  • Extend ad reach; show price, product image and e-shop

  • Automatic creation of creatives, high conversion rate, easy setup. More information here Next

  • Adjust RTG code to allow DRTG targeting on categories. More information here Next

  • Automatic creation of creatives, suitable for acquisitions

  • For retargeting 8-15, for acquisitions and formats like video or branding 3-7. More information here (in Czech only) Next

  • Set up multiple variants for easier evaluation

  • Smaller reach but higher conversion rate, customise creatives to the abandoned cart

  • Automate the creation of feed-based campaigns, reports and ads with 3rd party tools

  • Must include specifications for Zboží.cz. More information here Next

  • Complex strategy focused on first to last step of the user's buying process. More information here Next

Up to 7 days after the launch

Check the boxes with tasks that you have already completed. You can also download the report in the PDF format.


  • Check if there are no low budget notifications

  • Shopping Ads currently do not have the low budget function – check the daily spend of the campaign

  • Check all keywords

  • Regularly add new keywords and negative keywords based on search queries

  • Optimize the CPC based on statistics

  • The highest volume of clicks can be reached on position 1-3

  • In the search network, check the Quality Next

  • In cases with below average results, adjust the text ads to reach higher relevance

  • Check and correct rejected ads

  • Edit the CPC or pause selected placements

  • Create new ad groups and target placements with the best performance, adjust the CPC

  • Adjust CPC/CPT based on results, exclude unwanted URLs

  • In Adjust CPC/CPT based on results, exclude unwanted URLs

  • Adjust CPC/CPT based on results, exclude unwanted URLs

  • Adjust CPC/CPT based on results, exclude unwanted URLs

  • Adjust CPC/CPT based on results, exclude unwanted URLs

  • Adjust the offers based on results

  • Reach towards new users, build brand awaraness via videospots, branding, banners and combined ads Next

  • Check number of users, adjust frequency capping

  • Check the search queries and product groups, add negative keywords

  • Add new types of targeting, exclude unwanted targeting

  • Set the method of rotation based on CPA/COS/CTR

  • CPC/CPT may be insufficient for branding or videospots

Up to 14 days after the launch

Check the boxes with tasks that you have already completed. You can also download the report in the PDF format.


  • Check why the ads are not running (negative KWs, ad groups without ads etc.) on the ad group/campaign level

  • Increase the number of conversions by boosting TOP KWs, improve positions of the ads, increase CTR

  • Overview of all queries that triggered an ad

  • Based on search queries

  • Based on performance on ad group or keyword level

  • Filter KWs that perform well on worse positions and adjust the CPC

  • Adjust the CPC, increase relevance by adjusting text ads, add negative KWs

  • Based on search query overview, cost saving

  • Test new ads – change texts, ads or CTA buttons, increase CTR

  • In cases with below average results, adjust or change the ads

  • Branding and videospots to increase reach

  • Make the most out of the campaigns, increase win-rate in the display network

  • Target relevant audience/placement

  • Check where the ads are being displayed, cost saving

  • Let the system do the work automatically, CPC adjustments on ad group/campaign level

  • Increase the share of auctions that your campaigns won

  • Check which users are reached by the ad, adjust the strategy

  • Increase the reach, build credibility and brand awareness

More than 30 days

Check the boxes with tasks that you have already completed. You can also download the report in the PDF format.


  • Overview of queries which triggered the ad

  • Based on search queries

  • Based on search query overview, cost saving

  • Based on performance, on ad group or keyword level

  • Add information about the delivery, discount, pricing, Black Friday etc.

  • Increase the CTR by adjusting the ads, precise targeting, edit frequency capping

  • Make the most out of the campaigns

  • Target relevant audience/placement

  • 404, redirection (affects dynamic retargeting, relevant target URLs)

  • Change the XML feed structure (if needed)

  • Based on statistics, adjust the frequency capping, increase CTR and reach

  • Performance overview – devices, ads, keywords and search queries

  • Increase conversion volume by offering accessories to offered products etc.

All changes depend on the amount of data you have – it is not a good idea to make changes based on a few dozen impressions or to pause the keywords if they do not generate a high volume of conversions in the first few days. Follow the development of individual metrics and adapt your campaigns according to the data. Similarly, if you have a lot of impressions after 7 days, you can already change the frequency, image or ad text to achieve better results.

Ads may lose CTR over time. This is due to possible banner blindness, repetitive banners, the fact that the user has already visited the website or having irrelevantly targeted advertising. Always check the targeting and continuously change the banners or texts you work with.