{"id":9039,"date":"2016-12-08T09:16:00","date_gmt":"2016-12-08T07:16:00","guid":{"rendered":"https:\/\/ihs.com.tr\/blog\/?p=9039"},"modified":"2016-12-13T09:17:58","modified_gmt":"2016-12-13T07:17:58","slug":"yeni-yildan-once-alinmasi-gereken-3-adwords-raporu","status":"publish","type":"post","link":"https:\/\/www.ihs.com.tr\/blog\/yeni-yildan-once-alinmasi-gereken-3-adwords-raporu\/","title":{"rendered":"Yeni Y\u0131ldan \u00d6nce Al\u0131nmas\u0131 Gereken 3 AdWords Raporu"},"content":{"rendered":"

T\u0131k ba\u015f\u0131na \u00f6deme reklamlar\u0131 reklamc\u0131lara potansiyel m\u00fc\u015fterilerin neleri arad\u0131\u011f\u0131, hangi mesajlar\u0131n onlara tam anlam\u0131yla ula\u015ft\u0131\u011f\u0131 ve kampanyalar\u0131n nas\u0131l gitti\u011fi konusunda bol miktarda veri sunar. Hatta bu verinin miktar\u0131 o kadar \u00e7oktur ki, \u00e7o\u011fu zaman hangi konu \u00fczerinde odaklan\u0131laca\u011f\u0131na karar vermek zor olur.<\/span><\/p>\n

Google 2000 y\u0131l\u0131nda AdWords\u2019\u00fc \u00e7\u0131kartt\u0131\u011f\u0131nda bu program basit bir y\u00f6netim aray\u00fcz\u00fcnden ibaretti. AdWords size 5 dakika i\u00e7erisinde reklam\u0131n\u0131z\u0131 milyonlarca insan\u0131n kar\u015f\u0131s\u0131na \u00e7\u0131kartabilece\u011finizi vaat ediyordu. Fakat \u015fu an, 2016 y\u0131l\u0131 itibar\u0131yla, AdWords geli\u015fmi\u015f bir kurumsal ara\u00e7 halini alm\u0131\u015f durumda. AdWords y\u00f6neticisinde katmanlar halinde sekmeler ve \u00e7ok say\u0131da drop-down men\u00fc bulunmakta.<\/span><\/p>\n

AdWords bu geli\u015fmi\u015fli\u011fi sayesinde faydal\u0131 olma potansiyeli y\u00fcksek ama eri\u015filmesi veya filtreden ge\u00e7irilmesi bir hayli zor olacak kadar fazla veri \u00fcretiyor<\/span><\/p>\n

Bu nedenle, a\u015fa\u011f\u0131da 2017 y\u0131l\u0131na ge\u00e7meden \u00f6nce AdWords hesab\u0131n\u0131zda mutlaka alman\u0131z gereken 3 kritik rapor yer almakta. Bu raporlar\u0131n m\u00fc\u015fteri kazan\u0131m\u0131 verilerine ba\u011fl\u0131 oldu\u011funu hat\u0131rlatmakta fayda var. M\u00fc\u015fteri kazan\u0131m\u0131 ve gelir raporlama ayarlar\u0131n\u0131z\u0131 hen\u00fcz yapmad\u0131ysan\u0131z i\u015fe buradan ba\u015flay\u0131n.<\/span><\/p>\n

Arama Terimleri Raporu<\/span><\/strong><\/p>\n

Arama terimleri raporu muhtemelen AdWords\u2019teki en de\u011ferli rapor. Bu rapor reklamlar\u0131n\u0131z\u0131 g\u00f6ren veya reklamlar\u0131n\u0131za t\u0131klayan ki\u015filer taraf\u0131ndan yap\u0131lan aramalar\u0131 g\u00f6steriyor. Google HTTPS\u2019e ge\u00e7tikten ve bu veriyi \u00fc\u00e7\u00fcnc\u00fc parti analiz platformlar\u0131na g\u00f6stermemeye ba\u015flad\u0131ktan sonra bu rapor arama sorgular\u0131n\u0131n analizi i\u00e7in standart halini alm\u0131\u015f durumda.<\/span><\/p>\n

\u00d6rne\u011fin, bir e-ticaret reklamc\u0131s\u0131n\u0131n bir al\u0131\u015fveri\u015f veya \u00fcr\u00fcn listesi reklam kampanyas\u0131ndaki sorgulara bakmak istedi\u011fini farz edelim. Mevzubahis reklamc\u0131 bunu yapmak i\u00e7in \u00f6nce istenen kampanyaya girecek, sonra \u201cAnahtar Kelimeler\u201d sekmesine t\u0131klayacak ve \u201cArama Terimleri\u201dni se\u00e7ecektir. \u00a0<\/span><\/p>\n

\"arama<\/a><\/p>\n

Bu rapora bakmak biraz g\u00f6z korkutucu olabilir ama \u015fu \u00f6nemli noktalar\u0131 g\u00f6z \u00f6n\u00fcnde bulundurmakta fayda var:<\/span><\/p>\n

– Bu rapordaki anahtar kelime 2 muazzam bir getiri sa\u011flam\u0131\u015f. Yaln\u0131zca 86.01 dolar harcama kar\u015f\u0131l\u0131\u011f\u0131nda 1387,20 dolarl\u0131k sat\u0131\u015f sa\u011flam\u0131\u015f. Ortalama t\u0131k ba\u015f\u0131na maliyete bakarak her t\u0131k\u0131n yaln\u0131zca 0,11 dolara kar\u015f\u0131l\u0131k geldi\u011fini, bunun da di\u011fer sorgular\u0131n maliyetinin \u00fc\u00e7te biri ila be\u015fte biri oran\u0131nda oldu\u011funu g\u00f6r\u00fcyoruz. %2.64\u2019l\u00fck m\u00fc\u015fteri kazan\u0131m oran\u0131 da ortalaman\u0131n neredeyse iki kat\u0131.<\/span><\/p>\n

– Anahtar kelime 6 139 t\u0131k alm\u0131\u015f ve hi\u00e7 sat\u0131\u015f sa\u011flayamam\u0131\u015f. Burada gelir getirmeyen anahtar kelimeler k\u0131rm\u0131z\u0131 ile i\u015faretlenmi\u015f durumda. Fakat anahtar kelime 6 da negatif bir anahtar kelime olarak eklenmeli.<\/span><\/p>\n

Herhangi bir s\u00fctun ba\u015fl\u0131\u011f\u0131na t\u0131klayarak o s\u00fctundaki verileri s\u0131ralayabilir, en \u00e7ok gelir getiren veya en fazla m\u00fc\u015fteri kazan\u0131m\u0131 sa\u011flayan aramalar\u0131 g\u00f6r\u00fcnt\u00fcleyebilirsiniz.<\/span><\/p>\n

Kampanya Ayarlar\u0131 Raporu<\/span><\/strong><\/p>\n

Kampanya ayarlar\u0131 raporunun ara s\u0131ra \u00e7al\u0131\u015ft\u0131r\u0131larak durum kontrol\u00fc yap\u0131lmas\u0131 \u00f6nemlidir. Yeni kampanyalar olu\u015ftururken veya mevcut kampanyalarda de\u011fi\u015fiklikler yaparken varsay\u0131lan AdWords ayarlar\u0131n\u0131 de\u011fi\u015ftirmeyi unutmak veya en iyi kampanyalar\u0131n\u0131zdaki ayarlar\u0131 di\u011fer kampanyalar\u0131n\u0131zda da kullanmay\u0131 ihmal etmek bir hayli olas\u0131d\u0131r. Raporu g\u00f6r\u00fcnt\u00fclemek i\u00e7in \u201cT\u00fcm Kampanyalar\u201da gidin ve \u201cAyarlar\u201d sekmesini se\u00e7in.<\/span><\/p>\n

\"kampanya<\/a><\/p>\n

Bu ekran g\u00f6r\u00fcnt\u00fcs\u00fcnde dil hedefleme, konum hedefleme, teklif stratejisi, a\u011flar ve di\u011fer ayarlar aras\u0131ndaki tutars\u0131zl\u0131klar kolayca g\u00f6r\u00fcl\u00fcyor. E\u011fer bir tutars\u0131zl\u0131k g\u00f6r\u00fcrseniz, \u015fu sorular\u0131 sorman\u0131z gerekir:<\/span><\/p>\n

– Bu kampanya neden di\u011ferlerinden farkl\u0131?<\/span><\/p>\n

– Di\u011fer kampanyalarda da bu ayar\u0131 kullanmam\u0131n bir faydas\u0131 olur mu?<\/span><\/p>\n

– Bu ayar\u0131n de\u011fi\u015ftirilmesi veya g\u00fcncellenmesi gerekiyor mu?<\/span><\/p>\n

Baz\u0131 y\u00fcksek hacimli kampanyalar gayet optimize bir \u015fekilde devam ederken, baz\u0131 d\u00fc\u015f\u00fck hacimli kampanyalar\u0131n varsay\u0131lan ayarlarda devam etti\u011fini g\u00f6rmek m\u00fcmk\u00fcnd\u00fcr. \u0130yi bir ayar\u0131 t\u00fcm kampanyalarda otomatik olarak kullanman\u0131z yanl\u0131\u015f olsa da, en iyi performans sergileyen kampanyalar\u0131n\u0131z\u0131n ayarlar\u0131 di\u011fer kampanyalar\u0131n\u0131z i\u00e7in de baz\u0131 fikirler sunabilir.<\/span><\/p>\n

Bir \u00d6nceki Y\u0131lla K\u0131yaslanan T\u00fcm Raporlar<\/span><\/strong><\/p>\n

Sa\u011f \u00fcst k\u00f6\u015fedeki tarih aral\u0131\u011f\u0131 se\u00e7imi drop-down men\u00fcs\u00fcnde varsay\u0131lan olarak \u201cKapal\u0131\u201dya ayarlanm\u0131\u015f bir \u201cKar\u015f\u0131la\u015ft\u0131rma\u201d butonu g\u00f6receksiniz.<\/span><\/p>\n

\"k\u0131yaslama<\/a><\/p>\n

Bu butonu \u201cA\u00e7\u0131k\u201d olarak ayarlarsan\u0131z a\u015fa\u011f\u0131daki opsiyonlar\u0131 elde edersiniz.<\/span><\/p>\n

\"k\u0131yaslama<\/a><\/p>\n

AdWords reklamc\u0131lar\u0131n\u0131n \u00e7o\u011funun dikkatli bir \u015fekilde takip ettikleri \u00f6nemli raporlar vard\u0131r. Bu bir kampanya raporu da olabilir, \u00e7ok iyi performans sergileyen bir kampanyan\u0131n anahtar kelime raporu da olabilir, reklam kopyas\u0131 raporu da. Hangisi olursa olsun, raporu bir \u00f6nceki ayla, \u00e7eyrekle ve y\u0131lla kar\u015f\u0131la\u015ft\u0131r\u0131n.<\/span><\/p>\n

Tarih aral\u0131\u011f\u0131n\u0131 ayarlad\u0131\u011f\u0131n\u0131zda veri hala gizli olarak kal\u0131r. Kar\u015f\u0131la\u015ft\u0131rmay\u0131 g\u00f6rmek i\u00e7in s\u00fctunun en \u00fcst\u00fcndeki \u201c+\u201d i\u015faretine t\u0131klay\u0131n. A\u015fa\u011f\u0131da en iyi performans g\u00f6steren iki anahtar kelimenin Kas\u0131m 2016 gelir analiziyle Kas\u0131m 2015 gelir analizinin kar\u015f\u0131la\u015ft\u0131rmas\u0131 bulunmakta.<\/span><\/p>\n

\"k\u0131yaslama<\/a><\/p>\n

Burada anahtar kelime 1\u2019in Kas\u0131m 2015\u2019ten Kas\u0131m 2016\u2019ya kadar %499,48\u2019lik bir gelir art\u0131\u015f\u0131 sa\u011flad\u0131\u011f\u0131 g\u00f6r\u00fcl\u00fcyor. Benzer \u015fekilde, anahtar kelime 2 de ayn\u0131 periyod i\u00e7erisinde %44,63\u2019l\u00fck bir art\u0131\u015f sa\u011flam\u0131\u015f. Anahtar kelimelerinizi daha az say\u0131da ki\u015finin aray\u0131p aramad\u0131\u011f\u0131n\u0131 g\u00f6rmek i\u00e7in g\u00f6r\u00fcnt\u00fcleme say\u0131lar\u0131n\u0131 inceleyebilirsiniz. \u0130sterseniz m\u00fc\u015fteri kazan\u0131m oranlar\u0131n\u0131 da kar\u015f\u0131la\u015ft\u0131rabilirsiniz.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

T\u0131k ba\u015f\u0131na \u00f6deme reklamlar\u0131 reklamc\u0131lara potansiyel m\u00fc\u015fterilerin neleri arad\u0131\u011f\u0131, hangi mesajlar\u0131n onlara tam anlam\u0131yla ula\u015ft\u0131\u011f\u0131 ve kampanyalar\u0131n nas\u0131l gitti\u011fi konusunda bol miktarda…<\/p>\n","protected":false},"author":3,"featured_media":9085,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-haberler"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/9039","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/comments?post=9039"}],"version-history":[{"count":3,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/9039\/revisions"}],"predecessor-version":[{"id":9057,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/posts\/9039\/revisions\/9057"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/media\/9085"}],"wp:attachment":[{"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/media?parent=9039"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/categories?post=9039"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ihs.com.tr\/blog\/wp-json\/wp\/v2\/tags?post=9039"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}