How You Pay for Display Ads
Display campaigns in Sklik operate under the same real-time auction principle as Search campaigns, but with additional different payment model.
Payment Options
You can choose between:
- CPC (Cost Per Click): Pay only when someone clicks your ad.
- CPT/ CPM (Cost Per Mille): Pay per 1,000 impressions — ideal for brand and awareness formats.
Use CPC for performance-driven campaigns and CPM when your goal is reach or visibility.
How the Auction Works
When a user visits a website in the Seznam Display Network:
- Sklik runs an instant auction between all advertisers eligible for that placement and/or the user.
- The winner is determined by bid amount and ad quality (relevance, CTR history, targeting accuracy).
- The ad is displayed to the user in real time.
This ensures users see the most relevant ads and advertisers pay a fair, competitive price.