A) Search Campaigns: Keywords & Text Ads
Search campaigns show your ads to users actively searching on Seznam.cz.
Here, targeting is based on keywords, and your ads are text ads.
1. Choose Keywords
Keywords describe what users are searching for.
They are grouped into ad groups based on close thematic relevance.
Examples:
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tennis rackets
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best hotels Prague
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cheap insurance
Best practice:
Keep keyword groups tight.
Don’t mix different topics in the same ad group.
See more here.
Negative keywords:
Exclude irrelevant queries to avoid wasted spend.
Examples:
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„free“
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„jobs“
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„youtube“
2. Create Search Ads (Text Ads)
Each ad group contains 2–3 text ads.
A search ad includes:
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Headlines 1 and 2
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Description
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Final URL
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Display URL path
Tips:
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Include the main keyword in the headline and / or to other parts of text ads
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Add a clear benefit („Discount on 2nd unit“, „Fast booking“, etc.)
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Use strong CTAs („Buy now“, „Book today“, „Learn more“)
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Test multiple versions