What is Seznam.cz?

What does it mean

Seznam.cz is a Czech internet portal and search engine, which was established in 1996 and gradually built a vast ecosystem of online services around itself. In addition to the search engine itself, it includes news and content websites, maps, email, advertising portals, product comparison, and its own advertising system.

For companies operating in the Czech market, Seznam is interesting not only as a search engine but primarily as another space to reach Czech customers outside the Google ecosystem.

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What services are part of the Seznam ecosystem?

Seznam today is not just an alternative to Google search. Its services cover various areas of the Czech internet.

Among the well-known services and platforms are Seznam.cz, Mapy.com, Email.cz, Zboží.cz, Firmy.cz, Sreality.cz, Sauto.cz and content websites like Novinky.cz, Seznam Zprávy, Sport.cz, ProŽeny.cz, and Super.cz.

For e-shops and other companies, Zboží.cz and the advertising system Sklik are particularly interesting from a marketing perspective.

What is Sklik?

Sklik is Seznam's PPC advertising system, through which companies can display ads in Seznam.cz search and in an extensive content network. According to Seznam itself, its advertising network can reach up to 95% of the Czech internet population.

Similar to Google Ads, advertisers can work with various types of campaigns and targeting. Sklik supports, for example, search campaigns, banners, combined advertising, branding, video and audio advertising, or product campaigns.

An important part is also retargeting, which allows you to re-engage people who have already visited your website. For e-shops, dynamic retargeting can be used, which works with a product feed and can display specific products that the user was previously interested in.

Sklik as a complement to Google Ads

If you operate in the Czech market, you don't have to rely solely on Google Ads for PPC advertising. Sklik can function as its complement and extend the reach of campaigns to other advertising spaces and audiences.

Ads can appear not only directly in Seznam.cz search results but also in a content network that includes thousands of websites. Seznam lists, for example, Novinky.cz, ProŽeny.cz, Sport.cz, or Super.cz among them.

However, this does not mean that the budget should be evenly split between Google Ads and Sklik. It is important to monitor the performance of both channels and shift investments according to actual results.

At ui42, we therefore provide complete management of Sklik campaigns – from campaign setup and measurement through ongoing optimization to performance evaluation. We do not view Sklik in isolation but as part of the entire PPC mix along with Google Ads and other performance channels.

Seznam and Zboží.cz for e-shops

For e-commerce, the connection with Zboží.cz is also important. The product XML feed can be used by Seznam to display product offers and dynamic retargeting. Seznam Shopping also allows working with product offers across services like Zboží.cz, Obrázky.cz, Sbazar.cz, or Seznam.cz itself.

An e-shop can thus reach customers at various stages of decision-making through the Seznam ecosystem – from the first contact with advertising through active searching to comparing specific products and re-engaging through retargeting.

Who is advertising on Seznam interesting for?

Sklik is most significant primarily for companies that sell or provide services to customers in the Czech Republic. It doesn't have to be just Czech companies. It can also be interesting for Slovak e-shops and brands expanding into the Czech market.

The advantage is the ability to combine multiple targeting methods – from keywords in search through interests and purchase intentions to specific placements, retargeting, or similar audiences.

With the right setup, Seznam and Sklik do not have to compete with Google Ads, but can complement it and help the brand get more out of the Czech online market.