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Volkanİnanç
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Türkiye’ninGAPsertifikalıilk8kişisindenbiriyim.Türkiye’nineneskiSEMajanslarındanbirininkurucusuyum.2004yılındanberiSEMileilgileniyorum.Birçokajansve.commarkasınınkurucusuyum.
2şirketaltındatoplam25kişilikekibimizlemarkalaradijitalpazarlamahizmetleriveriyoruz.
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Volkanİnanç
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Şirketlerimiz:VeronReklamBilişimA.Ş.GenMedyaA.Ş.
Markalarımız:MoreClickKlinikMediaClickDijitalAkademi
BazıGirişimlerimiz:İcraturk.comCarrywithyou.com
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Volkanİnanç
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Banaulaşmakiçin
Web:www.volkaninanc.comE-Posta:[email protected]:@volkaninancLinkedin:/in/volkaninanc
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Buseminerdesosyalolalım:
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Hastag :#adwordssemineriMention :@volkaninanc
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Google Nasıl Çalışır ?
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İnternetReklamcılığı
Temel Bilgiler
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CPM (Cost Per Mille) : 1000 gösterim başı maliyet. BGBM olarak da kısaltılır.
CPC (Cost Per Click) : Her bir ziyaret başına oluşan maliyet. Tıklama başı maliyet olarak (TBM) da bilinir.
CPA (Cost Per Action) : Aksiyon başı maliyet. Aksiyon bir satış veya kayıt olabilir.
a. CPA (Cost Per Acqusition) : Satış başına ücretlendirmeb. CPL (Cost Per Lead) : Kayıt başına ücretlendirmec. CPV (Cost Per View) : Video seyretme başına maliyet
İnternet Reklamcılığı Temel Ücretlendirme Modelleri
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CTR (Click Through Rate) : Gösterim sayısının tıklanmya oranı (TO) dır. CTR = Tıklama Sayısı / Gösterim Sayısı
CR (Conversion Rate) : Tıklama sayısının dönüşüme oranıdır.CR = Dönüşüm Sayısı / Ziyaret
CC (Conversion Cost) : Dönüşümün maliyetiCC = Dönüşüm Sayısı / Reklam Maliyeti
İnternet Reklamcılığı Temel Oran Metrikleri
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CTR, CC, CR değerlerini hesaplayalım
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TBM 1 > 3 Dönüşüm Maliyeti 3 > 1
Hangisi daha önemli ?
a.TBM b.Dönüşüm Maliyeti c. Dönüşüm Adedi
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Return on Invesment (ROI) : Yatırımın geri dönüşü
YG = [(Reklamdan elde edilen brüt kar - Reklam maliyetleri) / Reklam maliyetleri] x %100
Örnek:
Bir kitapevi yeni yayınlanan yemek kitabı için AdWords'te reklam vermiştir. Her kitabın kar marjı 2 TL’dir ve kitapevi AdWords aracılığıyla günde 25 kitap satmaktadır. AdWords ile elde edilen brüt kar 25 x 2 = 50 TL'dir. Günlük AdWords kampanya maliyeti/bütçesi 20 TL'yse, kitapevinin Yatırım Getirisi: (50 - 20)/20 = 1,5 veya %150 olur. Yani, kitapevi, AdWords'e yaptığı her 2 TL'lik yatırım için 3 TL'lik getiri elde etmektedir. Yatırım Getiriniz pozitif ise, AdWords reklamlarınızdan gelir elde ediyorsunuz demektir. Diğer bir değiş ile, AdWords ile yaptığınız her reklam harcamanız, size satış olarak geri dönmektedir.
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Rakamlarlaİnternet
Reklamcılığı
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2014 küresel internet toplam harcamaları
124 Milyar USD
2014
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2014’de sadece ABD’de dijital pazarlama harcaması
57 Milyar USD
2014
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Türkiye’deki dijital harcamalarbugünkü kura göre
0,5 Milyar USD.
Buna göre yaklaşık dünyanın
1 / 240’ıABD’nin yaklaşık
1 / 114’üdijital harcamamız var.
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Dijitalde Search'ün
Payı Yaklaşık
%45
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Search harcamaları her yıl ortalama %20 seviyesinde artıyor.
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Türkiye’de bu yıl ilk defa Google’ın
pazar payı %90’ın altına indi
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NedenSearchMarketing?
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SEM (Search Engine Marketing), arama motorları üzerinde yürütülen pazarlama faaliyetlerinin tümüne verilen addır.
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CPA en düşük dijital kanallar hangileri ?
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Arama motoru reklamları sadece online satışı arttırmaz.
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Segment değeri en yüksek
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Search marka bilinirliğini de arttırıyor !
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GoogleAdwords'e Giriş
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Hedefleme: Reklamınızın kimlere ve ne zaman gösterilecegini belirlersiniz.
Tıklama Bası Ödeme: Sadece reklamınıza tıklandıgında ödeme yaparsınız.
Bütçe : Minimum ödeme veya zaman sartı yok.
Sıralama: Alakalı reklamlar daha az bir ücretle daha yüksek sıralara çıkar.
Yatırım Getirisi: Kaç tıklamanın kar olarak dönüstügünü görebilirsiniz.
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Vaktimizi aramada değil, içerikte harcıyoruz.
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1. Yayın Yeri : Ülke, şehir ve daha fazlası.
2. Yayın Dilimi : Yayın gün ve saati.
3. Cihazlar : Pc, mobil, akıllı cihazlar...
4. Yayın Kanalları : Google, arama ve içerik ortağı
5. Demografi (Uygun siteler için) : Cinsiyet, yaş vb..
6. Dil : Kuallanıcının dili
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A ve B reklamverenleri için, A 1.sırada B 2.sırada olsun.
Buna göre A için Ortalama TBM aşağıdaki formül göre hesaplanır
Ort TBM (A) = Rate (B) / KP (A) + 0,01
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