B) Display Campaigns: Targeting Types & Visual Ads
Display campaigns show your ads across the Czech internet while users read articles or browse content.
Here, targeting works differently.
You don’t choose keywords based on search behavior — you choose audience types or content categories.
1. Choose Your Targeting Type
In each ad group, you select ONE targeting type (unless you intentionally create a combination):
Available Display targeting types:
- Interests (user behaviour over time)
- Purchase Intents (users close to buying)
- Dynamic retargeting (DRTG) of Seznam visitors (users that searched for specific products paired with advertiser's feed)
- Topics (page categories such as „Sports“, „Finance“)
- Placements (choose exact websites / URLs)
- Keywords (page content contains certain words)
- Your own custom email lists (do not end up in SPAM folder and target loyal users with promotion of new products or discounts)
- Lookalike Audiences (based on RTG lists, conversion users or email lists)
- Retargeting Lists (all URLs with code or individual URLs based on definition of the list)
Best practice:
One ad group = one targeting type
This ensures cleaner results, easier optimisation, and no unwanted combinations.
2. Choose Your Ad Format
Each ad group should contain one ad format, because performance and CPC/CPT vary by format.
Available Display formats:
- Combined Ads
- Standard Banner Ads (all sizes)
- Mobile banner Interscroller
- Branding as known as Skin
- Video Ads
For using the Video ads you have to choose a Video campaign, set CPM/CPT mandatorily and upload either longer video ad or 6s bumper.
3. Upload Ads
Upload banners (in all standard sizes) or create Combined Ads using:
- Headline
- Description
- Image
- Landing page
Tips:
- Always add multiple sizes (300×250, 300×600, 970×310…)
- Keep visuals simple and clear
- Use branding consistently
- Create at least 2–3 variations
- Beware of supported image/video dimensions and other rules.