Editor's note: This article was written for the Czech market. Sklik is the ad platform of Seznam.cz (the Czech search engine) and Heureka and Zboží.cz are Czech comparison shopping engines – the same principles apply to Microsoft Ads, Google Shopping, Idealo or Ceneo in other European markets.

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Are you using PPC campaigns to promote your products or services on Heureka? If not, you are missing out on a huge opportunity to reach more potential customers! Whether you are a beginner trying to understand how it all works or just a curious marketer looking to learn something new, this article is for you.

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What is PPC and why should you care

PPC, or pay-per-click, is an online advertising model where you pay for every click on your ad. On Heureka, PPC is the primary way to promote your online store. And why should you care? According to Heureka, switching to PPC mode increases an online store's click-through rate by up to three times on average. And that is a significant increase.

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How PPC works on Heureka

Similar to Google Ads or Sklik, you pay for every click on your product on Heureka. Your products appear in the Heurekacatalog, in search results, and on product detail pages alongside other online stores.

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Free vs. PPC mode

Getting started with PPC on Heureka is simple. The first step is switching your online store from Free mode to PPC mode. This gives you the ability to filter your products, reach up to thousands of customers daily, collect reviews that you can also display on your own website, and access traffic and order statistics (the so-called assortment report) along with other visibility options. 

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PPC mode works on the principle of a wallet. This means you first need to top up your credit. 

If you are just starting out with advertising on Heureka, try topping up €40 first and evaluate the results after a month. For an idea of costs, here is the Heureka price list, where you can find specific prices per click. 

 And what happens if your credit runs out and you don't top it up? You will drop back into Free mode and lose some features. Once you top up (via online credit card payment or bank transfer), you can switch back to PPC mode and continue reaching customers on a large scale.

TIP: If your products do not re-pair when switching back from Free mode to PPC mode, the transition to PPC mode can take anywhere from a few days to a few months, depending on the type of products you sell. Therefore, try not to switch between modes too often.

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What next? 

Then you pair your products into the individual categories in the Heureka catalog.

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You will need an XML feed for this – a data file containing information about the products in your online store. This file is generated automatically from your online store site, so you will need to coordinate with your webmaster. Some platforms, such as Shoptet, already have the feed ready to go.

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Once the data file is imported, the matching processbegins, i.e., approving products for the catalog. In the matching overview tab, you can immediately see how many products are successfully matched, how many are pending, and which ones remain unmatched. 

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You can learn exactly how to prepare the feed and which mistakes to avoid here.

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6 tips for managing PPC on Heureka

Getting your products approved for the catalog is just the beginning. Managing PPC on Heureka requires regular monitoring and optimization of your campaigns. Here are a few tips on how to do it:

• Optimize your ads: Regularly check the performance of your ads and make necessary adjustments. For example, you can tweak ad copy, images, or your cost-per-click. If you see that certain products are selling better, you might want to increase their visibility by investing more in them. Conversely, if you notice some products aren't performing well, you can lower their budget or remove them from your PPC campaign entirely.

• Use data feed management tools: There are tools like Mergadothat help you customize your XML feed to suit your needs. Heureka is also developing its own tool called SIMPLE PARING, which will allow for manual product pairing directly within the Heureka administration.

• Track results and measure conversions: Heureka offers a conversion trackingtool that lets you see how many customers completed a purchase thanks to your PPC campaigns. This statistic is free and essential for evaluating the success of your campaigns.

• Take advantage of the Verified by Customers certificate: This certificate can help increase customer trust in your online store, thereby boosting sales.

• Regularly update your campaigns: The market is constantly changing, and it is important that your campaigns reflect current trends and customer needs. 

• Monitor your competitors: Find out which products they are advertising, what prices they are offering, and how their strategies change over time. This can help you better understand the market and adapt your strategy so that you are always one step ahead.
  
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Why online store owners should be on Heureka

Still hesitating about whether Heureka is the right place for your business to capture customers? We have 5 reasons for you to say YES to Heureka. 

1. Heureka is the largest price comparison site in Europe and currently covers 9 countries with 23 million active users. And you can easily reach this huge market.

2. PPC on Heureka allows you to target specific products or categories. This means you can invest your budget in the products that sell best and maximize your return on investment.

3. On Heureka, you have control over how much you spend. You can set a daily budget to ensure you don't spend more than your limit. Or set up automatic top-ups and not have to worry about a thing. 

4. Heureka is essentially a comparison sitethat you will appreciate when comparing yourself to the competition, and your customers will too, as they get a clear overview in one place of product prices, shipping, and whether you are offering any gifts. 

5. According to recent surveys, more than 90% of people are convinced to make a purchase by reviewsEven if you have plenty of orders, being on Heureka is definitely worth it for that reason alone. 

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Managing PPC on Heureka can be challenging, but with the right tools and strategy, it is a highly effective way to increase online sales. If you need help setting up and managing your PPC campaigns, not just on Heureka, don't hesitate to contact us. 

At AdsVantage, we believe that our clients' success is our success. That is why we strive to provide not only quality services but also useful information and advice to help you grow. Have you read our article on Performance Max or brand marketingyet?

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