We tried a simple content campaign in Sklik. When do we recommend it?

Simple content campaign (abbreviated as JOK) is a relatively new type of campaign from Seznam, available since the beginning of 2022.

The main advantages of this campaign are:

• Quick and easy setup,

• Lower average cost per click (CPC) compared to standard targeted content campaigns in Sklik,

• The ability to reach users who did not consent to cookies on the website,

• The ability to reach users who block cookies.

How did JOK perform in practice? This campaign truly lives up to its name "simple," as it can be easily set up within minutes. There's no need to worry about targeting or setting frequency – just upload a few banners and set the maximum cost per click (CPC). Although we cannot choose the device on which we want to display the ads, we can use bid adjustments to support (or reduce) certain devices. One downside is that we cannot exclude remarketing audiences, unwanted keywords, or irrelevant websites (placements). We also cannot verify on which websites our ads are displayed. In practice, we confirmed that this campaign indeed achieves a lower CPC compared to previous campaigns (in some cases, even up to twice as low). Additionally, we were interested in the quality of the traffic this campaign could generate. We compared standard user behavior metrics on the website (bounce rate, pages per visit, and average visit duration), as well as micro-conversions in the form of a 30-second timer. To our surprise, all of these metrics were comparable to the original campaigns.When to use JOK and when not to? It is impossible to definitively say whether we recommend using JOK or not. It always depends on the specific situation. First, it is advisable to check whether JOK can deliver visits of similar quality to our original campaigns – this will vary from client to client, and it will also depend on the current targeting we use. If the visit quality is comparable, JOK can be a good choice, as it will deliver more clicks (visits) within the same budget due to the lower cost per click. Furthermore, JOK can be useful for extending reach, as it can target users who we cannot reach with standard campaigns. On the other hand, the campaign is not recommended for clients who want to control the frequency of ad impressions for users or who are sensitive to the placement of displayed banners.