Two campaign types
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01
Search
Fulltext campaigns with broad, phrase and exact keywords, negative keywords and expanded text ads: 2 to 3 headlines of 30 characters, 1 to 2 descriptions of 90 and two paths of 15. Sklik has no responsive search ads, so Demander writes the fixed format.
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02
Content network
Context campaigns on Seznam’s partner sites with image banners rendered from your creatives in Sklik sizes such as 480 by 480 (up to 250 kB), and combined ads when you have text-free images in your Sklik library. Sklik rejects combined-ad images with text in them.
What Demander sets on Sklik
| Setting | Search | Content network |
|---|---|---|
| Targeting | Keywords and negatives | Contextual keywords; interest, purchase-intent and topic categories; your Sklik retargeting lists by id; placement exclusions |
| Ads | Expanded text ads | Image banners and combined ads |
| Geography | The Czech regions (kraje and okresy) you configure | The same |
| Bidding | Manual max CPC per group, from 1 Kč | The same; a frequency cap per group is available |
| Budget | Daily budget in CZK, from 30 Kč | The same |
Positive placements, age and gender targeting exist only in the Sklik interface. Demander leaves them to you there.
Built for the Czech market only
Sklik geotargeting covers Czech regions only and accounts bill in Czech crowns, so Demander sends every amount in haléře. It blocks Sklik for other countries and warns when a connection has no regions configured, because a Sklik campaign without regions can serve anywhere.
Sklik’s API offers only a manual max CPC per group, with no automated bidding, so Demander always sets the bid: the starting CPC comes from the daily budget (or the default you set), and optimisation moves it from there within the 1 Kč minimum. Demander uses Seznam’s API Drak v5, because the newer API Fénix had no endpoints for creating keywords or reports as of its version 1.30.0.
How Sklik enters the plan
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01
Second search network in Czechia
When a persona targets Czechia, the planner adds Sklik search next to Google Search for buyers ready to act, and the Sklik content network for awareness reach on Czech publishers.
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02
A small floor
Sklik’s minimum is 30 Kč a day. The planner gives a Sklik campaign at least about 5 EUR a day, so it gets enough clicks to learn from.
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03
The same messages
Ads come from the messages behind your other channels: text ads are written to Sklik’s fixed lengths, and banners are rendered from your creatives in your brand.
Access
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01
An API token, no app review
Generate an API token in the Sklik interface under Nastavení účtu and paste it into Demander, which exchanges it for a session. Seznam runs no app review for this.
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02
Agency accounts
If the token belongs to an agency user, it needs a live read-write relation to the client account, and Demander works on the client’s numeric Sklik user id.
Questions people ask
Do we need Sklik if we already run Google Ads in Czechia?
If your buyers search in Czech, Sklik covers searches on Seznam.cz, which Google Ads cannot reach, and its content network adds Czech display reach. The planner uses the content network for Czech awareness. You can leave Sklik out of the plan.
Can Sklik campaigns target Slovakia or other countries?
No. Sklik geotargeting covers Czech regions only, so Demander blocks other countries on Sklik; reach those markets on Google, Microsoft or the social platforms.
Does Demander send conversions back to Sklik?
No. Sklik’s API allows reading conversions only. Pipeline from Sklik clicks still shows in Demander’s attribution through the UTM parameters on every ad.
Which currency do Sklik campaigns use?
Czech crowns only. Demander converts plan budgets with daily ECB rates and sends amounts in haléře (100 haléřů to 1 Kč).