Demand doesn't stop at Google.
Some of your customers are searching elsewhere. In Czechia, that's Seznam; on office desktops, it's Bing. They're smaller channels than Google, but they tend to have cheaper competition and reach customers you won't find anywhere else.
Sklik
If you're expanding into Czechia, Google alone won't cover the whole market.
An audience you won't reach through Google
Seznam.cz is one of the few European search engines that held onto its own user base even after Google took over. It's a specific group of people who've been loyal to Seznam for years and regularly shop through it. If you're only advertising on Google in Czechia, that slice of demand simply slips past you.
Less competition in the auction
Fewer businesses advertise on Sklik than on Google, especially in niche categories. Lower auction pressure means lower cost per click, so the same budget often brings in more conversions here than that same budget poured into an already overheated Google Ads account.
More than just search
Seznam runs a full portal with news, email, maps, and a business directory behind it. Beyond search ads, you can reach people through the content network in places they spend time every day. For building awareness when entering the Czech market, that's a different kind of reach than pure performance gives you.
Integration with Zboží.cz
If you sell physical products, Sklik connects to Zboží.cz, the comparison site that captures a large share of purchase demand in Czechia. Product campaigns here rely on feed quality just like Shopping does on Google, which is exactly what we handle in feed optimization .
Sklik vs. Google Ads
The principle is the same: auction, keywords, cost per click, ad quality. If you know how to run Google Ads, you'll find your way around Sklik. The differences are in the details, and those details decide whether the campaigns pay off.
| Area | Google Ads | Sklik |
|---|---|---|
| Demand volume | High, plenty of data for fast decisions | Lower, statistically solid conclusions take more time |
| Auction competition | High, cost per click under constant pressure | Usually lower, room for cheaper clicks |
| Bid automation | Mature, Smart Bidding learns fast | Available, but needs more manual oversight at lower volumes |
| Product campaigns | Shopping via Google Merchant Center | Product ads connected to Zboží.cz |
| Content network | Display across sites all over the internet | Seznam's portal and its partner sites |
| Language and localization | A global system where Czech is one market among many | Built for the Czech market, including support and documentation |
The most common mistake when moving onto Sklik is copying the Google Ads structure one-to-one. At lower volumes, campaigns get fragmented, each one collects too little data, and the system has nothing to learn from.
Our approach to Sklik
Translation, not a copy
We don't mechanically port campaigns over from Google Ads. We rewrite keywords based on how people actually search in Czech, including word forms and phrasing that differ more from Slovak than they might seem from the outside.
Structure sized to the volume
We deliberately build campaigns tighter than we would on Google, so data doesn't get fragmented across dozens of groups. Fewer, bigger groups mean faster learning and more stable results.
Measurement kept separate from Google
We track Sklik on its own, so its contribution doesn't get lost in the overall numbers. Without that, a smaller channel always looks marginal and usually gets cut before it's had the chance to prove itself.
An honest verdict
Once things are up and running, we'll tell you straight whether Sklik is worth it for your business. For some catalogs, demand there is just weak, and it's more honest to say so than to keep a channel alive for the sake of billing.
Bing
Microsoft's search engine, the default on your computer whether you realize it or not.
Windows, Edge, and Microsoft's assistants
Bing is the default search engine in the Edge browser and Windows. A large share of its users never chose it consciously, they just search wherever the system points them. Microsoft Advertising also covers other search and assistant surfaces across its ecosystem.
Office computers and older users
Since it's the default on work devices, Bing has a stronger presence on desktops inside companies. For B2B and for segments where purchasing happens from an office rather than a phone, it's a more relevant channel than the overall numbers suggest.
Cheaper clicks, fewer advertisers
Most businesses in Slovakia and Czechia don't touch Bing at all. Fewer advertisers means less auction pressure and lower cost per click. For the same customer intent, you end up paying less than for the same demand on Google.
Low barrier to entry
Microsoft Advertising can import campaigns straight from Google Ads, so getting started doesn't take nearly as much work as building an account from scratch. That doesn't mean the import is enough on its own, but it does mean testing the channel is cheap.
Our approach to Bing
Import as a starting point, not the finish line
We import campaigns from Google Ads, but treat that only as the starting line. From there, we clean up keywords, adjust bids, and cut whatever doesn't make sense on Bing.
Independent tracking
We deploy separate conversion tracking so you can see Bing's contribution on its own, instead of guessing at it from overall numbers.
Adjusting for a different audience
We tune device and time-of-day targeting to match how a work desktop actually behaves. The pattern usually looks different than on Google, and we adjust ad copy to match.
Data-driven decisions
After a few weeks, we can tell you whether the demand volume justifies ongoing management, or whether it's better to leave campaigns running lean and put the energy elsewhere.
Smaller channels make sense once your main channel is dialed in.
You're expanding into Czechia or already selling there
If you run a Czech e-commerce store, or ship into Czechia and only advertise there on Google, Sklik is the first channel worth testing. It's not an experiment, it's a standard part of covering the Czech market properly.
You sell to businesses or in higher-ticket categories
The higher your cost per click on Google climbs, the more it pays to look elsewhere. For B2B and high order-value catalogs, even a smaller volume of cheaper clicks can move the needle on overall returns.
Your Google Ads are already in good shape
If your Google budget is already leaking on the wrong queries, Sklik and Bing won't fix that. Smaller channels are a complement, not a rescue plan. We'll tell you straight what order to tackle things in, even if that means holding off on these two for now.
Let's find out if these channels are worth it for you.
We'll look at your catalog and how you're advertising today, and tell you whether there's enough demand on Sklik or Bing to justify managing them. If there isn't, we'll tell you that too.
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