The search portal Zboží.cz is changing the minimum click-through price (CPC) as of 1 March 2018. It will now range in five price ranges (0.50 to 2 CZK) and will be based on the price at which individual e-shops sell a particular product. The change will be set automatically from March.
“To some extent we are responding to feedback from e-shops that sell small products up to 100 crowns,” says Zboží.cz manager Milan Šmíd.He says these retailers behave differently than, for example, consumer electronics retailers when setting up advertising campaigns, and the amount of a product’s selling price often affects the cost of advertising. “This is what we are taking into account in the new business model,” concludes Šmíd.
If the selling price of a product on the e-shop is up to CZK 100, the CPC will now be CZK 0.50, and if the selling price is up to CZK 300, the CPC will be CZK 1. Advertisers will pay a CPC of CZK 1.25 for products with a selling price of up to CZK 1,000 and CZK 0.50 for products with a selling price of up to CZK 5,000. And if the selling price of the product exceeds 5,000, the CPC will be 2 CZK.
In late February, Zboží.cz clients will see information about the automatic change in the administration system. According to Šmíd, e-shops should especially focus on setting up campaigns for auction prices per click or financial limit. This will prevent premature suspension of the campaign due to credit exhaustion.
The cost per click is the maximum amount an advertiser is willing to pay per click. The principle of click-through is that the advertiser does not pay for each ad impression, but only pays when the ad is clicked. The original price per click on Zboží.cz was one crown.
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