{"id":9144,"date":"2016-12-26T09:47:31","date_gmt":"2016-12-26T07:47:31","guid":{"rendered":"https:\/\/ihs.com.tr\/blog\/?p=9144"},"modified":"2019-01-18T12:36:34","modified_gmt":"2019-01-18T10:36:34","slug":"2016da-en-sik-sorulan-7-musteri-sorusu","status":"publish","type":"post","link":"https:\/\/www.ihs.com.tr\/blog\/2016da-en-sik-sorulan-7-musteri-sorusu\/","title":{"rendered":"2016\u2019da En S\u0131k Sorulan 7 M\u00fc\u015fteri Sorusu"},"content":{"rendered":"

Bize Penguin 4.0, Google AdWords\u2019teki tablete \u00f6zel teklif ayarlay\u0131c\u0131s\u0131, Google mobil arama sonu\u00e7lar\u0131ndaki AMP listelerinin resmi entegrasyonu, mobil \u00f6ncelikli indeksleme gibi yenilikleri sunan 2016 y\u0131l\u0131 boyunca teknoloji kurulu\u015flar\u0131n\u0131n muhatap oldu\u011fu m\u00fc\u015fteri sorular\u0131n\u0131 g\u00f6zden ge\u00e7irmekte fayda var. A\u015fa\u011f\u0131da bu m\u00fc\u015fteri sorular\u0131ndan baz\u0131lar\u0131n\u0131 bulacaks\u0131n\u0131z.<\/span><\/p>\n

Mobile ne derece \u00f6nem vermeliyim?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: Ciddi miktarda!<\/span><\/p>\n

Uzun cevap<\/strong>: Ak\u0131ll\u0131 telefonlar\u0131n kullan\u0131lmaya ba\u015flamas\u0131yla mobil web sitesi kullan\u0131m\u0131n\u0131n artt\u0131\u011f\u0131\u00a0 ve mobil trafi\u011fin bir\u00e7ok m\u00fc\u015fteri hesab\u0131nda masa\u00fcst\u00fc trafi\u011fini ge\u00e7ti\u011fi ve hem web sitesi tasar\u0131m\u0131nda hem de pazarlamada mobil \u00f6ncelikli, tasar\u0131m\u0131n bug\u00fcne kadar hi\u00e7 olmad\u0131\u011f\u0131 derecede \u00f6nem kazand\u0131\u011f\u0131 hepimizin malumu. Bunun yan\u0131na bir de Google\u2019\u0131n Nisan 2015\u2019teki (Mobilegeddon ad\u0131yla maruf) mobil dostu algoritma g\u00fcncellemesini ve Kas\u0131m ay\u0131ndaki mobil \u00f6ncelikli indeksleme uygulamas\u0131na ge\u00e7i\u015fini katarsak, Google\u2019\u0131n mobil kullan\u0131c\u0131lar\u0131 kollad\u0131\u011f\u0131 a\u00e7\u0131k\u00e7a g\u00f6r\u00fclebilir.<\/span><\/p>\n

\"mobil<\/p>\n

Programa dayal\u0131 g\u00f6r\u00fcnt\u00fcleme reklamlar\u0131 \u015firketim i\u00e7in uygun mudur?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: Do\u011fru b\u00fct\u00e7eye sahipseniz ve buna biraz s\u00fcre vermeye haz\u0131rsan\u0131z, evet.<\/span><\/p>\n

Uzun cevap<\/strong>: G\u00f6r\u00fcnt\u00fcleme reklamlar\u0131nda ge\u00e7ti\u011fimiz y\u0131llar i\u00e7inde b\u00fcy\u00fck bir patlama ya\u015fand\u0131. Bu reklamlar art\u0131k ola\u011fan\u00fcst\u00fc d\u00fc\u015f\u00fck t\u0131klanma ve m\u00fc\u015fteri kazan\u0131m\u0131 oranlar\u0131na sahip banner reklamlardan farkl\u0131 bir konumda ve art\u0131k bu reklamlar i\u00e7in demografik hedefinize en yak\u0131n web sitelerini se\u00e7menize ve o sitenin yay\u0131nc\u0131s\u0131yla fiyat pazarl\u0131\u011f\u0131 yapman\u0131za gerek yok. Bu s\u00fcre\u00e7 art\u0131k tamamen otomatikle\u015ftirilebiliyor. Ayr\u0131ca ki\u015fiye \u00f6zel hedefleme bile yap\u0131labiliyor.<\/span><\/p>\n

Programa dayal\u0131 g\u00f6r\u00fcnt\u00fcleme insanlar\u0131n hangi web sitelerini ziyaret etti\u011fini ve hangi \u015fartlarda al\u0131\u015fveri\u015f yapt\u0131\u011f\u0131n\u0131 \u00f6\u011frenir ve zaman i\u00e7inde bu ki\u015filerin genel bir profilini \u00e7\u0131kart\u0131p hedefleme s\u00fcrecini otomatikle\u015ftirir. Pazarlama \u00e7al\u0131\u015fmalar\u0131n\u0131za programa dayal\u0131 g\u00f6r\u00fcnt\u00fclemeyi dahil edip etmeyece\u011finize dair karar\u0131n\u0131z\u0131 bu s\u00fcrecin i\u015flemesi i\u00e7in gerekli trafik miktar\u0131n\u0131 sa\u011flayacak b\u00fct\u00e7eye sahip olup olmad\u0131\u011f\u0131n\u0131za g\u00f6re vermelisiniz. Ayr\u0131ca bu sisteme s\u00fcreci \u00f6\u011frenmek i\u00e7in ihtiyac\u0131 olan s\u00fcreyi tan\u0131man\u0131z da gerekmekte. Bu \u015fartlar\u0131 sa\u011flad\u0131\u011f\u0131n\u0131z takdirde programa dayal\u0131 g\u00f6r\u00fcnt\u00fclemenin muazzam etkili bir pazarlama kanal\u0131 oldu\u011funu g\u00f6receksiniz.<\/span><\/p>\n

\u0130li\u015fkilendirme modelini kullanmal\u0131 m\u0131y\u0131m?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: \u00a0Kullan\u0131c\u0131lar\u0131n\u0131z\u0131n sizden al\u0131\u015fveri\u015f yapmadan \u00f6nce reklamlar\u0131n\u0131zla\/web sitenizle birden \u00e7ok kez etkile\u015fime ge\u00e7ip ge\u00e7medi\u011fine ba\u011fl\u0131.<\/span><\/p>\n

Uzun cevap<\/strong>: Pazarlamac\u0131lar yava\u015f yava\u015f en b\u00fcy\u00fck payeyi al\u0131\u015fveri\u015f yapmadan \u00f6nceki son etkile\u015fime vermenin bir pazarlama kanal\u0131n\u0131n verimlili\u011fini \u00f6l\u00e7mek i\u00e7in en do\u011fru yol olmayabilece\u011finin fark\u0131na varmaya ba\u015fl\u0131yor. Daha basit bir deyi\u015fle, \u00fccretli bir reklama t\u0131klay\u0131p al\u0131\u015fveri\u015f yapm\u0131\u015f birisi ayn\u0131 zamanda bir programa dayal\u0131 g\u00f6r\u00fcnt\u00fcleme reklam\u0131 g\u00f6r\u00fcp YouTube\u2019a y\u00f6nelmi\u015f, a\u00e7\u0131klay\u0131c\u0131 videolar\u0131n\u0131zdan birini izlemi\u015f, ara\u015ft\u0131rma yapmak i\u00e7in web sitenizi ziyaret etmi\u015f, yeniden pazarlama bannerlar\u0131n\u0131z taraf\u0131ndan takip edilmi\u015f ve sonunda bir marka aramas\u0131 yapm\u0131\u015f olabilir.<\/span><\/p>\n

\u0130li\u015fkilendirme modeline yat\u0131r\u0131m yapmadan \u00f6nce ortada ili\u015fkilendirme yapacak bir \u015feyler olup olmad\u0131\u011f\u0131n\u0131 tespit etmek \u00f6nemlidir. Google Analytics\u2019teki \u00c7ok Kanall\u0131 Huni Raporlar\u0131 bu noktada devreye girer. M\u00fc\u015fteri kazan\u0131mlar\u0131n\u0131z\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu yaln\u0131zca 1 veya 2 etkile\u015fim sonucunda ger\u00e7ekle\u015fmi\u015f olabilir. Bu durumda e\u011fer m\u00fc\u015fteri kazan\u0131mlar\u0131n\u0131z\u0131n (diyelim ki) %35\u2019inden \u00f6nce \u00fc\u00e7ten fazla etkile\u015fim varsa ili\u015fkilendirme modeli muhtemelen yeterince faydal\u0131 olmam\u0131\u015f demektir.<\/span><\/p>\n

Google Analytics\u2019teki spam referanslar\u0131 engellemenin bir yolu var m\u0131?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: Yok.<\/span><\/p>\n

Uzun cevap<\/strong>: E\u011fer \u201c.xyz\u201d uzant\u0131l\u0131 alan adlar\u0131ndan veya bilinmeyen dillerden s\u0131k s\u0131k referans trafi\u011fi al\u0131yorsan\u0131z ne yaz\u0131k ki spam Google Analytics verilerine a\u015fina olacaks\u0131n\u0131z demektir.<\/span><\/p>\n

Bu konuda her \u015fey semalt.com ad\u0131ndaki, 2014 y\u0131l\u0131nda Google Analytics\u2019teki referans trafi\u011fimizin alt\u0131nda \u00e7\u0131kmaya ba\u015flayan ve ziyaret\u00e7ileri etik olmayan y\u00f6ntemlerle sitesine \u00e7ekmeye \u00e7al\u0131\u015fan, bu y\u00fczden de alan ad\u0131ndan sahte trafik g\u00f6nderen \u015f\u00fcpheli bir SEO arac\u0131 y\u00fcz\u00fcnden ba\u015flad\u0131. O zamandan beri o kadar \u00e7ok site bu y\u00f6ntemi uygulad\u0131 ki g\u00f6rece d\u00fc\u015f\u00fck trafikli baz\u0131 siteler i\u00e7in bu spam referanslar genel ziyaret\u00e7i verilerini \u00e7arp\u0131tabilecek hale geldi.<\/span><\/p>\n

Ne yaz\u0131k ki bu spamlerin Google Analytics hesab\u0131n\u0131zda g\u00f6r\u00fcnmemesini sa\u011flaman\u0131n bir yolu yok. Bu nedenle m\u00fc\u015fteri web sitesinin trafi\u011fi i\u00e7in d\u00fczenli olarak sorgulama yapmam\u0131z, Google Analytics filtrelerini kullanarak bu ziyaretleri geriye d\u00f6n\u00fck olarak elememiz gerekiyor. Bu filtreleri nas\u0131l uygulayabilece\u011finizin anlat\u0131ld\u0131\u011f\u0131 bir\u00e7ok makale bulunmakta. M\u00fc\u015fteri verilerinin b\u00fct\u00fcnl\u00fc\u011f\u00fcn\u00fc sa\u011flamak istiyorsan\u0131z da bu i\u015flemleri s\u00fcrekli yapman\u0131zda fayda var.<\/span><\/p>\n

Arama sonu\u00e7lar\u0131n\u0131n sa\u011f\u0131ndaki reklamlar\u0131 kald\u0131r\u0131rsam nas\u0131l etkilenirim?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: \u00c7ok say\u0131da t\u0131k almak i\u00e7in mutlaka en \u00fcstteki d\u00f6rt pozisyondan birinde olman\u0131z gerekir!<\/span><\/p>\n

Uzun cevap<\/strong>: Google \u015eubat 2016\u2019da reklamlar\u0131 g\u00f6sterme \u015feklinde ani ve b\u00fcy\u00fck bir de\u011fi\u015fiklik yaparak arama sonu\u00e7lar\u0131n\u0131n sa\u011f\u0131ndaki her \u015feyi kald\u0131rd\u0131. Buradaki ama\u00e7 hem reklam gelirlerini artt\u0131rmak hem de arama motoru sonu\u00e7 sayfalar\u0131n\u0131 mobil cihazlarda g\u00f6r\u00fcnd\u00fc\u011f\u00fc \u015fekliyle g\u00f6stermekti.<\/span><\/p>\n

Bu uygulaman\u0131n sonucunda beklendi\u011fi \u00fczere en \u00fcstteki d\u00f6rt reklam\u0131n t\u0131klanma oran\u0131 artt\u0131, be\u015finci ve daha a\u015fa\u011f\u0131daki her \u015feyin t\u0131klanma oran\u0131 d\u00fc\u015ft\u00fc. Ayr\u0131ca site linkleri, tan\u0131t\u0131c\u0131 metin kutular\u0131 ve yap\u0131land\u0131r\u0131lm\u0131\u015f snippetlar gibi reklam uzant\u0131lar\u0131na y\u00f6nelik vurgunun artmas\u0131yla organik t\u0131klama oranlar\u0131 d\u00fc\u015ft\u00fc.<\/span><\/p>\n

Sonu\u00e7 olarak, e\u011fer Google AdWords vas\u0131tas\u0131yla \u00e7ok say\u0131da t\u0131k almak istiyorsan\u0131z, reklamlar\u0131n\u0131z\u0131n en \u00fcst d\u00f6rt s\u0131radan birinde olmas\u0131 art\u0131k eskisinden \u00e7ok daha \u00f6nemli bir hal alm\u0131\u015f durumda.<\/span><\/p>\n

H\u0131zland\u0131r\u0131lm\u0131\u015f Mobil Sayfalara (Accelerated Mobile Pages\/AMP) ihtiyac\u0131m var m\u0131?<\/span><\/strong><\/p>\n

K\u0131sa cevap<\/strong>: Okunabilir i\u00e7erik i\u00e7in, evet.<\/span><\/p>\n

Uzun cevap<\/strong>: Google \u015eubat 2016\u2019da mobil arama sonu\u00e7lar\u0131na AMP\u2019yi resmi olarak entegre etti. E\u011fer AMP\u2019ye a\u015fina de\u011filseniz bunun sayfan\u0131z\u0131n yaln\u0131zca mobil aramalarda g\u00f6r\u00fcnen ve \u00e7ok daha h\u0131zl\u0131 y\u00fcklenen bir versiyonu oldu\u011funu belirtelim.<\/span><\/p>\n

Google AMP Nedir? Mobil AMP Nas\u0131l Kullan\u0131l\u0131r?<\/a><\/p><\/blockquote>\n