Product feed for Seznam
Generate and auto-update a product feed (XML file) for Seznam. Data Octopus combines product data with sales and margin, segments products by margin and campaign results and sends a ready product file to Seznam.
What is Seznam?
Seznam is the largest Czech web portal and search engine, competing directly with Google in the Czech Republic. Its advertising platform is Sklik, which serves ads across the Seznam search engine, its partner network, and Seznam services. For e-commerce, product campaigns and dynamic remarketing powered by a product feed are essential.
Why does Seznam need a good product feed?
For stores selling in the Czech Republic, Seznam is the second key search traffic channel alongside Google. Product campaigns in Sklik, much like Google Shopping, rely on feed data. Feed quality determines:
which search queries trigger product impressions,
whether products comply with Seznam's specifications,
how precisely the product catalog can be segmented in campaigns,
whether ads display up-to-date pricing and availability.
How is the Data Octopus product feed better than a standard one?
Data Octopus feed
Data Octopus unifies data from the feed, GA4, Google Ads, Meta Ads, the e-commerce platform, and margin and cost-of-goods data into a single model at the product and variant level. The Seznam feed:
- is tailored to Seznam's specifications and the Czech market,
- includes custom attributes with daily-recalculated segments: revenue, ROAS, margin, profit, trend, seasonality,
- automatically excludes out-of-stock or unprofitable products,
- updates prices and inventory levels in sync with your store's data.
What does the Data Octopus product feed make possible in Seznam?
Structuring Sklik product campaigns based on profitability rather than just categories.
Transferring segmentation proven in Google Ads over to the Czech market.
Focusing budget on high-margin products with an upward trend.
Restricting dynamic remarketing to in-stock, profitable products.
As a result, your store runs a consistent product strategy across both search engines in the Czech Republic: Google and Seznam.
How does Data Octopus work with this data?
Strategy
Set goals for Seznam: which products to push and which to hold back.
Segmentation
We segment products by sales, margin and trends before they reach Seznam.
Feeds
A ready feed for Seznam updates automatically, with segment labels.
Audience lists
RFM-based customer lists for campaigns in Seznam.
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Frequently asked questions
What fields must a Seznam product file include?
A Seznam product file needs at least an ID, title, description, product link, image link, price and availability. Brand, GTIN/EAN, category, sale price and variants are also recommended. Data Octopus maps these fields automatically to the Seznam specification and adds extra fields with segmentation.
Which format should a Seznam feed use: XML, CSV or Google Sheets?
The most reliable option is an XML or CSV file at a fixed URL that Seznam fetches automatically. Data Octopus generates the feed in the format Seznam requires, so there are no manual store exports or spreadsheets to maintain.
How do I optimise a Seznam product feed to improve campaign results?
The biggest gain comes from combining product data with sales and margin data. In practice: rule-based titles and descriptions, correct GTINs and categories, up-to-date prices and stock, and profitability segments in extra fields. That way the Seznam budget goes to products that make money.
How do I use custom labels (custom_label) in a Seznam feed?
Custom labels split your catalogue into groups that can get their own campaigns, budgets and goals. Data Octopus fills them daily with segments such as bestseller, high margin, new, declining or no impressions, so products move between groups in Seznam on their own.
Why are products rejected in Seznam and how do I fix it?
The most common causes are outdated price or availability, missing GTIN, a broken image or a title that is too long or incomplete. Data Octopus validates the feed before sending it to Seznam, fills missing fields with rules and refreshes prices and stock several times a day.
How often should a Seznam product feed be updated?
As often as prices and stock change in your store, which in practice means several times a day. Data Octopus updates the Seznam feed automatically, together with segments based on the latest sales data.
How do I prepare a Seznam feed for several countries and currencies?
Each market needs its own feed with the right language, currency and prices. Data Octopus builds Seznam feeds for many markets from one data model, with separate segmentation for each country.
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