Presenting the Search Network and the Auction
The Search Network allows you to show text ads to people actively searching for your product or service on Seznam.cz, the most popular local search engine in the Czech Republic.
Ads appear above and below organic results, marked as „Ad“ („Reklama“), and are triggered by relevant search queries.
How the Auction Works
Sklik uses a pay-per-click (PPC) model — you only pay when someone clicks your ad.
Each time a user performs a search, Sklik runs an instant auction to decide which ads appear and in which order.
Your ad’s position depends on:
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Max CPC bid – the most you’re willing to pay per click
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Ad relevance and quality – how closely your ad matches the search
- Expected click-through rate (CTR)
This means even with a lower bid, a high-quality ad can win better positions.
Now, let's watch an educational video that will give you a comprehensive overview of the Search Network before we move on to setting first campaigns.