When marketing supports a good cause, our work takes on a whole new meaning. That’s why we joined the Seznam Grant program and partnered with ‘Every Basket Helps’ (KKP) – a charity that uses basketball to change the lives of those who need it most.
Seznam Grant: When Advertising Helps
Our partnership with Seznam.cz through the Seznam Grant program allows us to provide essential support to non-profits and charities like KKP. Since 2023, the program has distributed advertising space worth over 14 million CZK, giving a voice to those who truly need to be heard.
Basketball with Heart: Who is ‘Every Basket Helps’?
Behind the ‘Every Basket Helps’ initiative are people who love basketball and believe the game can be more than just a sport. Since 2007, they have been helping people in difficult life situations. Their dedication was recognized by the Czech Fair Play Club, which awarded them a special prize in 2012.
One of KKP’s most vital activities includes summer camps for children with hemophilia (a blood clotting disorder). The season's highlight is the KKP Open charity tournament, which regularly brings together professionals, amateurs, young players, and families.
This tradition continues with this year's KKP 3x3 Open, taking place on June 6th at the Jan Kepler Grammar School court. The dynamic streetball format offers not only an exciting sporting spectacle but also another opportunity to strengthen the community around the project.
Smart Campaigns in Sklik
For non-profits and charities, finding the time and capacity for complex marketing is often a challenge. That is why we chose Smart Campaigns in Sklik—a simple and effective solution that delivers results.
Why Smart Campaigns stand out:
They automatically optimize ad messaging, eliminating complex setups.
They target audiences with a genuine interest in the topic.
They utilize AI to achieve the widest possible reach within a given budget.
This tool is exceptionally beneficial due to its simplicity and measurability. It allows for effective brand awareness building while tracking specific results. A significant bonus is the credibility of the Seznam.cz brand, which adds weight to the campaign in the eyes of the general public.
How Did the Smart Campaign Perform? Results, Comparisons, and Insights
Within the first two weeks, the Smart Campaign reached over 145,000 users and significantly boosted website traffic. But how did it perform in the long run? And how did it stack up against traditional display network campaigns?
Cost Per Click (CPC)
From a cost-per-click perspective, the Smart Campaign proved to be the most efficient:
Smart Campaign: 3.86 CZK
Mobile Display Campaign: 4.02 CZK
Desktop Display Campaign: 4.59 CZK
Click-Through Rate (CTR)
The Smart Campaign achieved a higher CTR compared to the desktop campaign, though CTR alone doesn't always tell the full story:
Smart Campaign: 0.53%
Mobile Display Campaign: 0.83%
Desktop Display Campaign: 0.04%
Impression Share
A major strength of the Smart Campaign was its high impression share:
Smart Campaign: 89.93% (Desktop: 86.5% | Mobile: 91.3% | Tablet: 91.9%)
Mobile Display Campaign: 16.91%
Desktop Display Campaign: 94.58%
While the desktop campaign appeared frequently, its performance was minimal. Conversely, the mobile campaign had a higher CTR but reached only a small portion of the potential audience due to a low impression share. The Smart Campaign offered the best balance—wide reach with solid performance.
Note: Although the Smart Campaign is a hybrid between search and display networks, in our case, the vast majority of impressions occurred within the display network.
Conclusion: Balanced Performance at a Low Cost
Our test showed that a Smart Campaign can be a powerful tool for increasing reach and traffic—especially when the priority isn't an absolute click-through rate, but rather the price/performance ratio and automated optimization.
Thanks to its low CPC, high impression share, and decent CTR, it proves to be a well-functioning solution for non-profit projects that need to reach a wide audience without complex management.
However, if the goal is not just visibility but higher conversions, deeper engagement, or strict control over ad placements, traditional campaigns might still be the better choice in some cases.
Working with ‘Every Basket Helps’ allowed us to support a project with a real impact and introduce it to people who might not have discovered it otherwise. If you lead or work with a non-profit and are looking for a simple way to effectively reach the public, a Smart Campaign could be your ideal solution.
Want to know more about Every Basket Helps? Follow their website or Facebook profile. Or better yet, join them on the court next time—perhaps the basket you score will be the one that helps the most.
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