Sklik in ChatGPT or Claude: search queries that eat the budget

How to connect Sklik to ChatGPT or Claude

Last month a Sklik campaign for a children’s shoe shop bought a lot of clicks from people who were never going to order: parents looking for second-hand boots, a sizing chart or shoes for a doll. Sklik’s search query report names every one of those queries, with its cost. Sklik isn’t in the ChatGPT or Claude connector catalogs (checked 23 October 2026), and Seznam doesn’t publish a connector of its own. With APIUniCon, a token from Sklik is all it takes.

1. Copy your token from Sklik. Sklik’s help article on working with its API (in Czech) puts it in the Sklik.cz interface, on the Account settings tab (“Nastavení účtu”). The same page explains why a token is safer than a password: it gives access to the API without giving away your Seznam login.
2. Open ChatGPT or Claude with APIUniCon switched on (if you haven’t added it yet, the setup guide walks through it) and ask to connect Sklik. Seznam’s reference for developers is api.sklik.cz, in case the AI wants it.
3. The AI answers with a link to our page. The token goes there and nowhere else; it’s stored encrypted and never appears in the chat.
4. A first test request follows, and the AI lists the campaigns it found.

Sklik shows prices in crowns and its API counts them in hellers. The AI converts, so you get answers in Kč.

What to ask about PNO, CPC and conversions

For a shop’s PPC, these come up most:

• Which search queries had more than 20 clicks in the last 30 days and no conversion?
• What’s PNO per campaign for 1 to 22 October, against our 22% target?
• Which campaigns lost impressions because the day budget ran out this week?
• Which keywords have an average CPC above 8 Kč and a conversion rate under 1%?
• How did cost and conversions split between phones and desktops last month?
• Which search queries brought orders but aren’t our keywords yet?
• What was the conversion value per campaign this week, compared with last week?
• How much of today’s day budget has the Winter boots campaign spent so far?

Cases to settle before the winter rush

Botičky doesn’t exist, and neither do its queries or crowns; the Czech queries come with an English translation in brackets.

Queries that never order

“Which search queries had more than 20 clicks in the last 30 days and not one conversion?” Sklik can build a query report with exactly those conditions. Each row names the query, the keyword it matched and the group and campaign it belongs to.

14 queries, 1,120 Kč together. The most expensive: “dětské boty bazar” (second-hand kids’ shoes), 96 clicks for 384 Kč, matched by your broad keyword “dětské boty”. Then “jak měřit velikost dětské nohy” (how to measure a child’s foot), 61 clicks for 213 Kč, and “boty pro panenky” (shoes for dolls), 38 clicks for 129 Kč. The other 11 queries cost 394 Kč.

Three words, “bazar”, “měřit” and “panenky”, cover more than half of that money.

PNO by campaign

PNO (podíl nákladů na obratu) is Sklik’s name for cost of sale: ad cost as a share of the value of orders. Sklik reports it for every campaign. “How does each campaign’s PNO this month compare with our 22% target?”

From 1 to 22 October: Brand cost 1,240 Kč and brought 31,000 Kč of orders, PNO 4%. Winter boots: 18,600 Kč for 93,000 Kč, PNO 20%. Product campaign: 9,800 Kč for 61,250 Kč, PNO 16%. Slippers: 6,300 Kč for 15,750 Kč, PNO 40%, the only one above your target.

Where the day budget runs out

Sklik counts the impressions an ad missed and gives the reason: the day budget ran out, the ad rank was too low or the campaign’s schedule was off. “Which campaigns lost impressions to the day budget in the last 7 days?”

Only Winter boots. In 7 days it was shown 42,000 times and missed 36,000 impressions: 24,000 because the 900 Kč day budget ran out and 12,000 because of low ad rank. So it got 54% of the impressions it could have had, and the budget cost it 31%. At a PNO of 20% it’s still under your 22% target.

What the AI can do in Sklik

Changes to the account go through the chat too. Before each one the AI lists what Sklik will receive, and it sends the change after you approve it.

• “Add ‘bazar’, ‘měřit’ and ‘panenky’ as negative phrase keywords to the Winter boots campaign.” Campaign negatives apply to every group in it, so the AI shows the campaign’s full negative list as it will be saved. If Sklik rejects one item in a request it saves none of them, and the AI says which one.
• “Raise the Winter boots day budget from 900 to 1,200 Kč.” Sklik sets a minimum and maximum day budget for each account; the AI reads both first.
• “Switch ‘dětské boty’ in the Winter boots campaign from broad to exact match.” Sklik’s API won’t change a keyword’s match type, so this takes two steps: remove the broad keyword and create the exact one. You see both before anything happens.
• “Lower the max CPC on the Slippers keywords by 20%.” Sklik has a lowest and a highest allowed CPC, and the AI keeps the new bids between them.
• “Pause the Slippers campaign.”