Sklik PPC advertising from Seznam.cz

Transcription

1 Sklik PPC advertising from Seznam.cz 1

2 Summary 1. Seznam.cz - overview 2. Seznam.cz & figures 3. About Sklik 4. Sklik & figures 5. Sklik in the Search Network 6. Sklik in the Content Network 7. Display advertising in the Content Network 8. Reasons to advertise in Sklik 9. Graphic interface 10. Advanced features 11. Sklik Retargeting 12. Why you can t do without Sklik in the Czech Republic?

3 1. SEZNAM.CZ OVERVIEW Seznam.cz is a Czech company oriented to the Czech market. It was founded in 1996 and from a one-man-company has grown into an organisation with more than 1000 employees, who participate in the production of unique Internet solutions and prepare useful, simple and reliable services and products. 88% of Czech internet population visits the homepage at least once a month. Seznam.cz offers the most popular search engine, free box, and the largest Czech yellow page database. On it s homepage it provides news, categorized information and entertainment. Seznam.cz offers more than 30 products and services that are free for users, of high quality and help users find the searched for solutions on the Internet. Through our effective advertising tools we help our clients and thus support enterprise in the Czech Republic. All Seznam.cz does aims at making the internet the strongest Czech media and Seznam.cz the first place of choice. 3

4 2. SEZNAM.CZ & FIGURES Thanks to Seznam.cz, Czech Republic is the only country in the world using Roman alphabet and Google not being No.1 on the search market. What makes Seznam.cz unique is that unlike many other local search engines in Europe it has it s own technology for fulltext search. Already in 1997 it launched Kompas, it s own fulltext search engine. After some time, the own development of search technology has been halted but Seznam.cz resumed it again in Over one million Czechs were using the Seznam.cz own search technology in Currently, Seznam.cz is a clear leader on the Czech market, and internet No.1, which is proven by economic results for the year In 2012, Seznam.cz ended with operating profit of CZK 947 million ( 37 million) with turnover of 2.83 billion CZK ( 110 million). Just the search itself and linked PPC advertising account for 30% of total company revenues. No wonder. Every day, people enter over 15 million queries to the Seznam.cz search engine. As of today, Seznam.cz operates 27 own portals with real number of visits exceeding 2 million users / day. OP 20 most visited sites on the Czech internet (in RU*) seznam.cz novinky.cz super.cz idnes.cz centrum.cz sport.cz blesk.cz mapy.cz nova.cz prozeny.cz stream.cz heureka.cz csfd.cz firmy.cz aukro.cz bazos.cz denik.cz zbozi.cz extra.cz lide.cz NetMonitor statistics show that among the most successful portals in terms of number of visits clearly dominate sites operated by Seznam.cz. Sites under Seznam.cz are highlighted in red colour. For any further details and detailed statistics you can visit directly which is also available in English *RU (real users) - the number of Internet users in the specific target group who generated at least one display at the selected web server during the month (week, day). This indicator corresponds to the actual number of people (not computers, cookies or IP addresses) who visited the web server in a given month (week, day).

5 3. ABOUT SKLIK Sklik is advertising PPC ( pay per click ) system operated by Seznam.cz, which can display text ads in Seznam.cz search, in partner search engines and also text and graphic ads on the most visited sites in the Czech internet within the content network. Using the Sklik PPC advertising, an advertiser can reach a large share of it s potential customers. PPC campaigns are currently one of the most effective forms of on-line advertising. What are the main benefits of PPC advertising in Sklik? focused targeting of prospective customers CPC starting at CZK 0.20 ( 0.01) pay for real visitors only accurate results measurement expenditures for advertising fully under control ads wording can be changed at any time 5

6 4. SKLIK & FIGURES The Sklik advertising system brings daily on average more than one million visitors to the advertiser sites. Thanks to the combination of the largest Czech search engine Seznam.cz and an extensive content network with the most visited sites of the Czech Internet every advertiser can reach more than 90% of the Czech internet population. In the system we register over 1.5 million active ads and the number of active ad accounts has already exceeded 18,000. The Sklik content network consists of more than 5,000 partner sites, and their number is growing every day. The minimum cost per click is 0.20 CZK and maximum possible adjustable price is CZK. The average cost per click in the whole system is approx. 3 CZK but it very much depends on the industry in which the advertiser places the ad. 90 % of Czech Internet population 6

7 5. SKLIK IN SEARCH NETWORK Ads are displayed on the most used Czech search engine Seznam.cz, in the search results of Zbozi.cz, Firmy.cz, List Encyclopedia, in Seznam.cz mobile applications and in other partner search engines. PPC advertising in search is very effective as it allows to target people actively looking for specific information, product or service. As a result, users are offered and displayed ads relevant to what they show interest in during their search. Ads on the TOP position Up to 8 additional ads 7

8 6. SKLIK IN THE CONTENT NETWORK Sklik advertising is displayed not only in the search network but also as context advertising in the content network on Seznam.cz partner websites. The system analyzes pages on each site and according to their content displays contextually relevant advertising. It is a very effective way how to advertise on topic oriented websites. The content network is composed of a group of the most visited sites on the Czech Internet and other several thousands of partner sites that display Sklik context advertising on their websites. Every month, the content network grows by the newly connected sites. Advertising in the content network is more general, it is therefore suitable for addressing a wide range of users. The content network is suitable also for products that are standardly not looked for in the Internet search engine. It may therefore be consumer goods - detergents, food, launch of new or other specific products that are not subject of queries, a.e. specialized software and certain services. Unlike campaigns in the search network where user demand is met through the PPC advertising, as a contrary in the content network the demand is being created. In addition to the most important websites (see the figure) the content network consists of hundreds of topic oriented sites according to the individual fields. 8

9 7. DISPLAY ADVERTISING IN THE CONTENT NETWORK Apart from text ads, the content network also offers advertising through display advertising. It is a visual form of advertising with focus on performance and strengthening the brand. Display advertising offers advertisers a new way how to get customers through Sklik. Banners more easily attract user attention, and with specific products that are more difficult to describe in text ads can yield significantly more customers. Advertising through banners positively supports search rate of brand or product in the search engine and knowledge of the brand or product among the users. Display advertising is displayed at selected sites in the content network (i.e. banner cannot be seen in search results at Seznam.cz). These include AutoRoad.cz, HyperInzerce.cz, HyperPrace.cz, Fotbal.cz, KinoBox.cz, EuroZpravy.cz and many others. What is the price of display advertising in Sklik? Standardly by CPC as advertisers were accustomed to, or by CPT ie. Cost per Thousand. If the primary objective of the campaign is to be seen instead of driving traffic, the CPT model is the right one. The minimum CPT is 10 CZK. 9

10 10 Display advertising offers the use of a large variety of formats, currently is a total of 24 different sizes. The most successful banners according to our statistics are the 728 x 90, 300 x 300, 160 x 600, 468 x 60 and 250 x 250 dimensions. These banner formats should definitely not be missing in successful campaigns.

11 8. REASONS TO ADVERTISE IN SKLIK Sklik provides advertisers with quick and easy way of advertising on the PPC pay-per-click principle. Advertising is paid only after a potential customer clicks on the ad. Ads are displayed only to users who have entered a query into the search engine that matches one of the keywords from PPC campaigns. Sklik provides a tool for design of key words in the interface. This tool is used for the draft of key words and phrases that may be closely linked to advertising. 11

12 One of the main advantages of PPC advertising is specific targeting those internet users who actively seek the advertiser s products or services. PPC systems allow to respond very flexibly to market needs (a.e. to launch a new campaign related to current promotions or new products). Another advantage is that PPC advertising is measurable. Using web analytics tools it is consequently possible to determine whether the funds invested in PPC campaigns are being spent effectively. Advertisers can display their ads in up to three so-called TOP positions positioned above the Seznam.cz natural search results. Ads on the TOP positions are ranked to be the most visible and with the highest probability the user clicks on them. Additional up to 8 positions are positioned to the right from the search results. Sklik should be used even if within the full-text search results the advertiser is displayed on leading positions. Sklik also enables to choose the most appropriate landing page for each key word for example a relevant e-shop category, aptly site with current clearance sale of part of the advertiser products. In such case, the advertiser can appreciate that the clearance sale can immediately be promoted also in the ad. In addition, Sklik offers the opportunity to test several ad options and evaluate them both in terms of CTR Click Through Rates and the Conversion rate. 12

13 13 9. GRAPHIC INTERFACE

14 10. ADVANCED FEATURES a) Regional targeting Regional targeting is useful for advertisers who want to reach users in a particular city, region or geographic area. Prior to using it should be considered what region the users potential customers searching for advertiser s offer are from. The benefits of regional targeting ads include the ability to target exactly potential customers, provided they are in a specific region. Use of regional targeting increases competitiveness of advertiser ads as their localization makes them more attractive for users. Regional targeting also enables to use different ads for targeting different regions thus responding to different users needs in those regions. 14 Regionally targeted advertising thus ensures increased clickthrough rate (CTR) and a reduction in the price per click (CPC), actually improvement of ad positions and more efficient use of funds.

15 b) Extending Sklik advertising for locality (link to the entry in the Firmy.cz catalogue) The advertiser can link the ads with business listing at Firmy.cz. In case of such link the ad additionally includes also the address of the company. If your ad appears at the TOP position, corporate logo, address, map and link to the business listing will be also displayed. 15

16 c) Scheduling Sklik advertising system allows to specify time interval in which to display ads in the campaign, and also the percentage adjustment in the maximum CPC for groups and keywords in the given time interval. d) Conversion Apart from attracting new users to the landing page, the aim of advertising usually also is that the user completes an action that has a specific importance to the advertiser. Conversion is a status when the site visitor fulfills the objective set by advertiser. This may for example be an order, registration, newsletter subscription, downloading demo programme, displaying pricelist or other significant site. Based on conversion measurements, the advertiser has the opportunity to monitor and evaluate ad effectiveness and return on investment (ROI). The statistics give the advertiser data on how many conversions have been carried out by site visitors coming through the Sklik campaigns. It is possible to measure not only the number of conversions carried out but also their values. 16

17 11. Sklik Retargeting Retargeting is a tool designed to approach users who have already once visited your website. Have the visitors browsed your website but have purchased nothing yet? Do you want to approach customers who will purchase on a regular basis? Do you want to offer your existing customers accessories or after-sale service? Purchased How does it work? You place the Sklik retargeting code on your website. Through this code Sklik remembers which URL has each specific user of your website visited. You then create lists of users who visited those URL that are of commercial interest to you, and you match corresponding Sklik ads to these lists. These are then displayed to the users in the content marketing network. Through Retargeting you can target your ads to users who: browsed your website with the offer of your products or services but have not done any purchase or have not completed it. You can thus approach them again, aptly come up with a special offer. 17

18 purchased a product or service and you then want to offer them accessories to these products or other after-sale / additional services. are likely to repeat the purchase. Example of this type of users are contact lens wearers.. have visited your information website and you now want to offer them your key product or service. have used a time-limited free version of your product / service and you now want to offer them a paid option. STUDENT AGENCY k.s., Dovolená.cz travel agency Since the beginning of December, the number of orders generated by Sklik on the Dovolena.cz website increased by 81%, compared to search through retargeting campaigns. Přemysl Vícha, Director of Business and Marketing 18

19 12. WHY YOU CAN T DO WITHOUT SKLIK? PPC advertising on the biggest Czech search engine Seznam.cz Seznam.cz records over 15 million search queries on a daily basis If an advertiser wants to be seen on Czech Internet he cannot miss Seznam.cz Hitting 9 out of 10 Internet users in the Czech Republic One of the most effective forms of online advertising Additional benefits the Sklik PPC advertising offers the advertisers: Precise keyword targeting A detailed overview of the performance and results of the campaigns Payment for real clicks only Budget fully under control of the advertiser Targeting not only in the Search but also in the Content network The most visited Czech Internet content sites within the Sklik content network Compatibility in search with other advertising systems 19

20 Seznam.cz, a.s. Radlická 3294/ Praha info@firma.seznam.cz tel.: fax: