{"id":1570,"date":"2026-08-10T14:40:11","date_gmt":"2026-08-10T14:40:11","guid":{"rendered":"https:\/\/www.theadx.com\/blog\/?p=1570"},"modified":"2026-08-10T14:40:11","modified_gmt":"2026-08-10T14:40:11","slug":"demand-gen-kampanyalari-nedir","status":"publish","type":"post","link":"https:\/\/www.theadx.com\/blog\/demand-gen-kampanyalari-nedir\/","title":{"rendered":"Demand Gen Kampanyalar\u0131 Nedir? Hangi Markalar \u0130\u00e7in Uygundur?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Dijital reklamc\u0131l\u0131kta kullan\u0131c\u0131lar\u0131n sat\u0131n alma yolculu\u011fu art\u0131k yaln\u0131zca Google\u2019da arama yapmalar\u0131yla ba\u015flam\u0131yor. Kullan\u0131c\u0131lar \u00fcr\u00fcnleri YouTube Shorts\u2019ta ke\u015ffediyor, Discover ak\u0131\u015f\u0131nda kar\u015f\u0131lar\u0131na \u00e7\u0131kan i\u00e7eriklerden etkileniyor, Gmail\u2019de kampanyalar\u0131 g\u00f6r\u00fcyor ve farkl\u0131 platformlarda markalarla temas ederek karar s\u00fcrecine giriyor. Bu nedenle markalar\u0131n yaln\u0131zca \u201carama yapan kullan\u0131c\u0131ya\u201d ula\u015fmas\u0131 yeterli olmuyor; hen\u00fcz aktif arama yapmayan ama ilgi g\u00f6sterebilecek potansiyel m\u00fc\u015fterilere de do\u011fru zamanda ula\u015fmas\u0131 gerekiyor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Ads Demand Gen kampanyalar\u0131 tam olarak bu ihtiyaca cevap verir. Demand Gen, markalar\u0131n g\u00f6rsel ve video a\u011f\u0131rl\u0131kl\u0131 reklamlarla yeni talep olu\u015fturmas\u0131n\u0131, kullan\u0131c\u0131 ilgisini art\u0131rmas\u0131n\u0131 ve d\u00f6n\u00fc\u015f\u00fcm potansiyeli y\u00fcksek kitlelere ula\u015fmas\u0131n\u0131 sa\u011flayan Google Ads kampanya t\u00fcr\u00fcd\u00fcr. Google\u2019\u0131n resmi a\u00e7\u0131klamas\u0131na g\u00f6re Demand Gen kampanyalar\u0131 YouTube, YouTube Shorts, Discover, Gmail, Maps ve Google Display Network gibi Google\u2019\u0131n g\u00f6rsel ve ke\u015fif odakl\u0131 alanlar\u0131nda reklam g\u00f6sterimi yapabilir.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1572 aligncenter\" src=\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2-300x163.png\" alt=\"\" width=\"550\" height=\"299\" srcset=\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2-300x163.png 300w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2-768x417.png 768w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2-450x244.png 450w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2-780x424.png 780w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur2.png 810w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<h2><b>Demand Gen Kampanyas\u0131 Nedir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/support.google.com\/google-ads\/answer\/13695777\">Demand Gen<\/a>, \u201cdemand generation\u201d yani \u201ctalep olu\u015fturma\u201d kavram\u0131ndan gelir. Bu kampanya t\u00fcr\u00fc, kullan\u0131c\u0131lar\u0131n aktif olarak arama yapmas\u0131n\u0131 beklemeden, markay\u0131 ke\u015fif anlar\u0131nda potansiyel m\u00fc\u015fterilerin kar\u015f\u0131s\u0131na \u00e7\u0131kar\u0131r. \u00d6zellikle video, g\u00f6rsel, carousel ve \u00fcr\u00fcn odakl\u0131 reklam formatlar\u0131yla kullan\u0131c\u0131lar\u0131n ilgisini \u00e7ekmeyi hedefler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Klasik Search kampanyalar\u0131nda kullan\u0131c\u0131 bir ihtiyac\u0131n\u0131 Google\u2019da arar ve marka bu aramaya cevap verir. Demand Gen kampanyalar\u0131nda ise kullan\u0131c\u0131 hen\u00fcz aktif arama yapmadan, ilgi alanlar\u0131, davran\u0131\u015f sinyalleri, birinci taraf veriler ve Google AI deste\u011fiyle markayla tan\u0131\u015ft\u0131r\u0131l\u0131r. Bu nedenle Demand Gen; marka bilinirli\u011fi, \u00fcr\u00fcn ke\u015ffi, trafik, lead toplama, sat\u0131\u015f ve yeniden pazarlama gibi farkl\u0131 hedeflerde kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen kampanyalar\u0131n\u0131n \u00f6zellikle YouTube ve Google\u2019\u0131n g\u00f6rsel y\u00fczeylerinde kullan\u0131c\u0131lar\u0131n arama yapmad\u0131\u011f\u0131 anlarda talep olu\u015fturmak ve bu talebi d\u00f6n\u00fc\u015f\u00fcme ta\u015f\u0131mak i\u00e7in tasarland\u0131\u011f\u0131n\u0131 belirtir.<\/span><\/p>\n<h2><b>Demand Gen Reklamlar\u0131 Nerelerde G\u00f6sterilir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131 Google ekosistemindeki g\u00f6rsel ve ke\u015fif odakl\u0131 alanlarda yay\u0131nlan\u0131r. Bu alanlar, kullan\u0131c\u0131n\u0131n aktif arama yapt\u0131\u011f\u0131 Search sonu\u00e7lar\u0131ndan farkl\u0131d\u0131r. Kullan\u0131c\u0131lar bu y\u00fczeylerde \u00e7o\u011funlukla video izler, i\u00e7erik t\u00fcketir, e-postalar\u0131n\u0131 kontrol eder veya ilgi alanlar\u0131na g\u00f6re \u00f6nerilen i\u00e7eriklerle etkile\u015fime girer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Demand Gen reklamlar\u0131 \u015fu alanlarda g\u00f6r\u00fcnebilir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">YouTube<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">YouTube Shorts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">YouTube in-feed alanlar\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discover<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gmail<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Maps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Display Network<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen kampanyalar\u0131n\u0131n 3 milyara kadar ayl\u0131k aktif kullan\u0131c\u0131ya eri\u015febildi\u011fini ve Shorts taraf\u0131nda g\u00fcnl\u00fck 50 milyardan fazla g\u00f6r\u00fcnt\u00fcleme oldu\u011funu belirtir. Bu nedenle Demand Gen \u00f6zellikle y\u00fcksek eri\u015fim ve g\u00f6rsel etkile\u015fim hedefleyen markalar i\u00e7in g\u00fc\u00e7l\u00fc bir kampanya t\u00fcr\u00fcd\u00fcr.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131 Nas\u0131l \u00c7al\u0131\u015f\u0131r?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131; hedef kitle, yarat\u0131c\u0131 materyal, teklif stratejisi, d\u00f6n\u00fc\u015f\u00fcm hedefi ve Google AI optimizasyonunu bir araya getirerek \u00e7al\u0131\u015f\u0131r. Kampanya kurulumunda \u00f6ncelikle reklam hedefi belirlenir. Bu hedef sat\u0131\u015f, lead, web sitesi trafi\u011fi, uygulama tan\u0131t\u0131m\u0131, YouTube etkile\u015fimi veya ma\u011faza ziyaretleri gibi farkl\u0131 ama\u00e7lar olabilir. Google Ads yard\u0131m dok\u00fcman\u0131na g\u00f6re Demand Gen kampanyas\u0131 olu\u015ftururken Sales, Leads, Website Traffic, App promotion, YouTube reach\/views\/engagements ve Local store visits gibi hedefler se\u00e7ilebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kampanya olu\u015fturulduktan sonra Google, se\u00e7ilen hedefe g\u00f6re reklamlar\u0131 en do\u011fru kullan\u0131c\u0131lara g\u00f6stermeye \u00e7al\u0131\u015f\u0131r. Bu s\u00fcre\u00e7te kreatif \u00e7e\u015fitlili\u011fi, hedef kitle sinyalleri, d\u00f6n\u00fc\u015f\u00fcm verisi ve teklif stratejisi performans\u0131 do\u011frudan etkiler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131nda \u00f6ne \u00e7\u0131kan en \u00f6nemli yap\u0131, g\u00f6rsel deneyimdir. Kullan\u0131c\u0131ya yaln\u0131zca metin reklam g\u00f6stermek yerine \u00fcr\u00fcn, hizmet veya marka hikayesi video ve g\u00f6rsel formatlarla anlat\u0131l\u0131r. Bu nedenle Demand Gen, \u00f6zellikle sosyal medya reklamlar\u0131na al\u0131\u015fk\u0131n olan markalar i\u00e7in Google ekosisteminde benzer bir ke\u015fif ve etkile\u015fim alan\u0131 sunar.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131n\u0131n Amac\u0131 Nedir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131n\u0131n temel amac\u0131, talep yaratmak ve bu talebi d\u00f6n\u00fc\u015f\u00fcme yakla\u015ft\u0131rmakt\u0131r. Bu nedenle yaln\u0131zca marka bilinirli\u011fi kampanyas\u0131 olarak d\u00fc\u015f\u00fcn\u00fclmemelidir. Do\u011fru kuruldu\u011funda hem \u00fcst funnel hem orta funnel hem de d\u00f6n\u00fc\u015f\u00fcm odakl\u0131 hedeflere hizmet edebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dcst funnel\u2019da marka veya \u00fcr\u00fcn daha \u00f6nce markay\u0131 tan\u0131mayan kullan\u0131c\u0131lara g\u00f6sterilir. Orta funnel\u2019da \u00fcr\u00fcn ara\u015ft\u0131rmas\u0131 yapan, benzer kategorilerle ilgilenen veya markayla daha \u00f6nce etkile\u015fime ge\u00e7mi\u015f kullan\u0131c\u0131lar hedeflenir. Alt funnel\u2019da ise site ziyaret\u00e7ileri, \u00fcr\u00fcn g\u00f6r\u00fcnt\u00fcleyenler, video izleyenler veya mevcut m\u00fc\u015fteri listelerine benzeyen kullan\u0131c\u0131lar d\u00f6n\u00fc\u015f\u00fcme y\u00f6nlendirilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle Demand Gen kampanyalar\u0131, markan\u0131n yaln\u0131zca anl\u0131k sat\u0131\u015f hedefi i\u00e7in de\u011fil, s\u00fcrd\u00fcr\u00fclebilir talep yaratma ve performans pazarlamas\u0131n\u0131 besleme amac\u0131yla da kullan\u0131lmal\u0131d\u0131r.<\/span><\/p>\n<h2><b>Demand Gen Hangi Markalar \u0130\u00e7in Uygundur?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131 \u00f6zellikle g\u00f6rsel anlat\u0131m\u0131 g\u00fc\u00e7l\u00fc olan, \u00fcr\u00fcn veya hizmetini video ve g\u00f6rsellerle daha iyi ifade edebilen markalar i\u00e7in uygundur. Ancak yaln\u0131zca e-ticaret markalar\u0131na \u00f6zel de\u011fildir. Do\u011fru stratejiyle bir\u00e7ok farkl\u0131 sekt\u00f6r Demand Gen\u2019den verim alabilir.<\/span><\/p>\n<h3><b>E-Ticaret Markalar\u0131<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">E-ticaret markalar\u0131 Demand Gen kampanyalar\u0131ndan en fazla fayda sa\u011flayabilecek gruplardan biridir. \u00c7\u00fcnk\u00fc \u00fcr\u00fcn g\u00f6rselleri, \u00fcr\u00fcn videolar\u0131, kampanya mesajlar\u0131 ve Merchant Center \u00fcr\u00fcn feed\u2019i ile kullan\u0131c\u0131ya do\u011frudan al\u0131\u015fveri\u015f odakl\u0131 bir deneyim sunulabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen kampanyalar\u0131nda \u00fcr\u00fcn feed\u2019i kullan\u0131larak g\u00f6rsel veya video reklamlar\u0131n sanal vitrin gibi \u00e7al\u0131\u015fabilece\u011fini ve kullan\u0131c\u0131lar\u0131n \u00fcr\u00fcnleri ke\u015ffederek web sitesine y\u00f6nlenebilece\u011fini belirtir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moda, kozmetik, ev dekorasyonu, teknoloji, spor \u00fcr\u00fcnleri, anne-bebek, mobilya, aksesuar ve h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri satan markalar Demand Gen kampanyalar\u0131yla yeni m\u00fc\u015fteri kazan\u0131m\u0131, \u00fcr\u00fcn ke\u015ffi ve yeniden pazarlama hedeflerinde g\u00fc\u00e7l\u00fc sonu\u00e7lar elde edebilir.<\/span><\/p>\n<h3><b>Perakende ve Omnichannel Markalar<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Hem online sat\u0131\u015f hem fiziksel ma\u011faza a\u011f\u0131 bulunan markalar i\u00e7in Demand Gen \u00f6nemli bir f\u0131rsat sunar. Kullan\u0131c\u0131 online ortamda \u00fcr\u00fcn\u00fc ke\u015ffeder, daha sonra ma\u011faza ziyareti veya online sat\u0131n alma yolculu\u011funa devam edebilir. \u00d6zellikle ma\u011faza lokasyonu, \u00fcr\u00fcn bulunabilirli\u011fi, sezon kampanyalar\u0131 ve yeni koleksiyon tan\u0131t\u0131mlar\u0131 i\u00e7in Demand Gen etkili olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen taraf\u0131nda \u00fcr\u00fcn feed\u2019i ve ma\u011faza odakl\u0131 \u00f6zelliklerle online al\u0131\u015fveri\u015f yapan kullan\u0131c\u0131lar\u0131 fiziksel ma\u011faza deneyimine de y\u00f6nlendirebilecek \u00e7\u00f6z\u00fcmler sundu\u011funu a\u00e7\u0131klam\u0131\u015ft\u0131r.<\/span><\/p>\n<h3><b>Turizm ve Seyahat Markalar\u0131<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Turizm sekt\u00f6r\u00fc g\u00f6rsel ilhamla \u00e7al\u0131\u015fan sekt\u00f6rlerin ba\u015f\u0131nda gelir. Kullan\u0131c\u0131lar tatil, otel, tur, u\u00e7ak bileti veya destinasyon kararlar\u0131n\u0131 \u00e7o\u011fu zaman g\u00f6rsel i\u00e7eriklerden etkilenerek verir. Bu nedenle Demand Gen kampanyalar\u0131; oteller, tur \u015firketleri, havayolu markalar\u0131, ara\u00e7 kiralama markalar\u0131 ve destinasyon pazarlamas\u0131 yapan kurumlar i\u00e7in uygundur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6rne\u011fin bir otel markas\u0131, kullan\u0131c\u0131 hen\u00fcz \u201cAntalya otel fiyatlar\u0131\u201d aramas\u0131 yapmadan \u00f6nce YouTube Shorts veya Discover \u00fczerinden tatil deneyimini g\u00f6steren bir reklamla kullan\u0131c\u0131y\u0131 etkileyebilir. Bu kampanya daha sonra Search, remarketing veya Performance Max kampanyalar\u0131yla desteklenerek d\u00f6n\u00fc\u015f\u00fcme ta\u015f\u0131nabilir.<\/span><\/p>\n<h3><b>E\u011fitim Markalar\u0131<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Online e\u011fitim platformlar\u0131, \u00fcniversiteler, sertifika programlar\u0131, dil okullar\u0131 ve kurs markalar\u0131 Demand Gen kampanyalar\u0131n\u0131 lead generation amac\u0131yla kullanabilir. Kullan\u0131c\u0131lar\u0131n kariyer geli\u015fimi, yeni beceri edinme veya e\u011fitim ara\u015ft\u0131rmas\u0131 gibi ihtiya\u00e7lar\u0131 g\u00f6rsel ve video i\u00e7eriklerle desteklenebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E\u011fitim markalar\u0131 i\u00e7in Demand Gen kampanyalar\u0131nda ba\u015far\u0131, yaln\u0131zca reklam g\u00f6steriminden de\u011fil; do\u011fru hedefleme, g\u00fc\u00e7l\u00fc teklif mesaj\u0131, sade form yap\u0131s\u0131 ve g\u00fcven veren landing page deneyiminden gelir.<\/span><\/p>\n<h3><b>Finans, Sigorta ve B2B Hizmet Markalar\u0131<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Finans ve sigorta gibi daha karar s\u00fcreci uzun sekt\u00f6rlerde Demand Gen kampanyalar\u0131 do\u011frudan sat\u0131\u015ftan \u00e7ok bilgilendirme, g\u00fcven olu\u015fturma ve lead toplama amac\u0131yla kullan\u0131labilir. Kredi, BES, sigorta, yat\u0131r\u0131m, yaz\u0131l\u0131m, dan\u0131\u015fmanl\u0131k ve B2B hizmetlerde kullan\u0131c\u0131y\u0131 do\u011frudan sat\u0131n almaya zorlamak yerine \u00f6nce ihtiyac\u0131n\u0131 fark ettirmek daha do\u011fru olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B markalar i\u00e7in Demand Gen \u00f6zellikle rapor indirme, demo talebi, webinar kayd\u0131, teklif formu ve sekt\u00f6rel \u00e7\u00f6z\u00fcm anlat\u0131m\u0131 gibi hedeflerle kullan\u0131labilir. Ancak bu sekt\u00f6rlerde d\u00f6n\u00fc\u015f\u00fcm hacmi daha d\u00fc\u015f\u00fck olabilece\u011fi i\u00e7in \u00f6l\u00e7\u00fcmleme ve hedef kitle kalitesi \u00e7ok daha kritik hale gelir.<\/span><\/p>\n<h3><b>Uygulama ve Abonelik Tabanl\u0131 Markalar<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Mobil uygulamalar, dijital servisler, \u00fcyelik tabanl\u0131 platformlar, streaming servisleri ve SaaS \u00fcr\u00fcnleri Demand Gen kampanyalar\u0131ndan faydalanabilir. Kullan\u0131c\u0131lara uygulaman\u0131n faydas\u0131, kullan\u0131m deneyimi ve farkl\u0131la\u015fan \u00f6zellikleri video veya g\u00f6rsel reklamlarla anlat\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu t\u00fcr markalarda Demand Gen kampanyalar\u0131 app install, \u00fcyelik ba\u015flatma, \u00fccretsiz deneme, demo talebi veya abonelik d\u00f6n\u00fc\u015f\u00fcm\u00fc gibi hedeflerle kurgulanabilir.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-1571 aligncenter\" src=\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1-300x163.png\" alt=\"\" width=\"471\" height=\"256\" srcset=\"https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1-300x163.png 300w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1-768x417.png 768w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1-450x244.png 450w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1-780x424.png 780w, https:\/\/www.theadx.com\/blog\/wp-content\/uploads\/2026\/08\/Demand-Gen-Kampanyalari-Nedir-Hangi-Markalar-Icin-Uygundur1.png 810w\" sizes=\"(max-width: 471px) 100vw, 471px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Demand Gen Hangi Markalar \u0130\u00e7in Uygun De\u011fildir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen her marka i\u00e7in ayn\u0131 verimi sa\u011flamaz. \u00d6zellikle d\u00f6n\u00fc\u015f\u00fcm takibi d\u00fczg\u00fcn kurulu olmayan, yeterli kreatif materyali bulunmayan, \u00e7ok d\u00fc\u015f\u00fck b\u00fct\u00e7eyle h\u0131zl\u0131 sat\u0131\u015f bekleyen veya yaln\u0131zca arama niyeti \u00e7ok g\u00fc\u00e7l\u00fc kullan\u0131c\u0131lara ula\u015fmak isteyen markalar i\u00e7in ilk \u00f6ncelik Demand Gen olmayabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u015fa\u011f\u0131daki durumlarda Demand Gen kampanyas\u0131 ba\u015flatmadan \u00f6nce altyap\u0131y\u0131 g\u00fc\u00e7lendirmek gerekir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Web sitesinde d\u00f6n\u00fc\u015f\u00fcm takibi do\u011fru \u00e7al\u0131\u015fm\u0131yorsa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GA4 ve Google Ads d\u00f6n\u00fc\u015f\u00fcmleri sa\u011fl\u0131kl\u0131 \u00f6l\u00e7\u00fclm\u00fcyorsa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video ve g\u00f6rsel kreatif \u00e7e\u015fitlili\u011fi yoksa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Landing page d\u00f6n\u00fc\u015f\u00fcme uygun de\u011filse<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marka yaln\u0131zca \u00e7ok k\u0131sa vadeli sat\u0131\u015f bekliyorsa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmetin g\u00f6rsel anlat\u0131m\u0131 zay\u0131fsa<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">B\u00fct\u00e7e \u00f6\u011frenme s\u00fcrecini desteklemeyecek kadar d\u00fc\u015f\u00fckse<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131 do\u011fru veri ve kreatif olmadan a\u00e7\u0131ld\u0131\u011f\u0131nda g\u00f6sterim alabilir; ancak bu g\u00f6sterimler kaliteli trafik veya d\u00f6n\u00fc\u015f\u00fcme d\u00f6n\u00fc\u015fmeyebilir.<\/span><\/p>\n<h2><b>Demand Gen ve Performance Max Aras\u0131ndaki Fark Nedir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen ve Performance Max s\u0131k\u00e7a kar\u0131\u015ft\u0131r\u0131l\u0131r. \u0130ki kampanya t\u00fcr\u00fc de Google AI\u2019dan yararlan\u0131r ve farkl\u0131 Google y\u00fczeylerinde reklam g\u00f6sterebilir. Ancak kullan\u0131m amac\u0131 ve kontrol seviyesi farkl\u0131d\u0131r.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Kriter<\/b><\/td>\n<td><b>Demand Gen<\/b><\/td>\n<td><b>Performance Max<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Temel ama\u00e7<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Talep olu\u015fturma, ke\u015fif, etkile\u015fim, d\u00f6n\u00fc\u015f\u00fcm<\/span><\/td>\n<td><span style=\"font-weight: 400;\">T\u00fcm Google envanterinde performans ve d\u00f6n\u00fc\u015f\u00fcm maksimize etme<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Kullan\u0131m alan\u0131<\/span><\/td>\n<td><span style=\"font-weight: 400;\">YouTube, Shorts, Discover, Gmail, Maps, GDN<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Search, Shopping, YouTube, Display, Discover, Gmail, Maps<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Kreatif yap\u0131<\/span><\/td>\n<td><span style=\"font-weight: 400;\">G\u00f6rsel ve video deneyimi g\u00fc\u00e7l\u00fcd\u00fcr<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Asset group ve feed odakl\u0131 daha geni\u015f otomasyon yap\u0131s\u0131 vard\u0131r<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Hedefleme<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Kitle ve kreatif stratejisi daha belirgin y\u00f6netilebilir<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Google AI daha geni\u015f sinyallerle \u00e7al\u0131\u015f\u0131r<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">En uygun kullan\u0131m<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Sosyal medya benzeri ke\u015fif ve talep yaratma<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Sat\u0131\u015f, lead ve t\u00fcm kanal performans\u0131n\u0131 \u00f6l\u00e7ekleme<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Demand Gen, \u00f6zellikle sosyal medya reklamlar\u0131ndan gelen markalar i\u00e7in Google ekosisteminde ke\u015fif odakl\u0131 bir alan sunar. Performance Max ise daha geni\u015f envanterde sat\u0131\u015f ve d\u00f6n\u00fc\u015f\u00fcm performans\u0131n\u0131 maksimize etmeye \u00e7al\u0131\u015f\u0131r.<\/span><\/p>\n<h2><b>Demand Gen ve Search Kampanyalar\u0131 Aras\u0131ndaki Fark Nedir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Search kampanyalar\u0131 mevcut talebi yakalar. Kullan\u0131c\u0131 bir \u00fcr\u00fcn, hizmet veya marka aramas\u0131 yapt\u0131\u011f\u0131nda reklam\u0131n\u0131z arama sonu\u00e7lar\u0131nda g\u00f6r\u00fcn\u00fcr. Bu nedenle Search kampanyalar\u0131 genellikle y\u00fcksek niyetli kullan\u0131c\u0131lar\u0131 hedefler.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131 ise talep yarat\u0131r. Kullan\u0131c\u0131 hen\u00fcz arama yapmadan, g\u00f6rsel ve video i\u00e7eriklerle markayla tan\u0131\u015f\u0131r. Bu y\u00f6n\u00fcyle Demand Gen, Search kampanyalar\u0131n\u0131 destekleyen bir rol oynar. Demand Gen ile markay\u0131 g\u00f6ren kullan\u0131c\u0131 daha sonra Google\u2019da marka veya \u00fcr\u00fcn aramas\u0131 yapabilir. Bu nedenle yaln\u0131zca son t\u0131klama d\u00f6n\u00fc\u015f\u00fcmlerine bakmak Demand Gen\u2019in etkisini eksik yorumlamaya neden olabilir.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131nda Hedef Kitle Kullan\u0131m\u0131<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131nda hedef kitle stratejisi kampanya ba\u015far\u0131s\u0131n\u0131n merkezindedir. Markalar mevcut m\u00fc\u015fteri listelerini, web sitesi ziyaret\u00e7ilerini, uygulama kullan\u0131c\u0131lar\u0131n\u0131, YouTube izleyicilerini, \u00f6zel segmentleri ve benzer kitleleri kullanabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google\u2019\u0131n resmi dok\u00fcman\u0131na g\u00f6re Demand Gen kampanyalar\u0131nda Lookalike segmentler; web sitesi ziyaret\u00e7ileri, app kullan\u0131c\u0131lar\u0131, m\u00fc\u015fteri listeleri, Google Analytics kitleleri ve YouTube kitleleri gibi kaynaklardan olu\u015fturulabilir. Ayr\u0131ca bu segmentler i\u00e7in narrow, balanced ve broad gibi geni\u015flik ayarlar\u0131 kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu yap\u0131 \u00f6zellikle birinci taraf verisi g\u00fc\u00e7l\u00fc olan markalar i\u00e7in de\u011ferlidir. \u00d6rne\u011fin son 180 g\u00fcnde al\u0131\u015fveri\u015f yapan kullan\u0131c\u0131lar, y\u00fcksek sepet ortalamas\u0131na sahip m\u00fc\u015fteriler veya form dolduran kaliteli lead listeleri \u00fczerinden benzer kullan\u0131c\u0131lar hedeflenebilir.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131nda Kreatif Stratejisi<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131n\u0131n ba\u015far\u0131s\u0131 yaln\u0131zca hedeflemeye ba\u011fl\u0131 de\u011fildir. Kreatif kalitesi performans\u0131 do\u011frudan etkiler. \u00c7\u00fcnk\u00fc kampanya g\u00f6rsel y\u00fczeylerde \u00e7al\u0131\u015f\u0131r ve kullan\u0131c\u0131lar\u0131n dikkatini \u00e7ekmek i\u00e7in ilk saniyeler \u00e7ok \u00f6nemlidir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ba\u015far\u0131l\u0131 bir Demand Gen kreatif setinde farkl\u0131 formatlara uygun video ve g\u00f6rseller bulunmal\u0131d\u0131r. YouTube Shorts i\u00e7in dikey video, Discover i\u00e7in g\u00fc\u00e7l\u00fc g\u00f6rsel, Gmail i\u00e7in net mesaj, \u00fcr\u00fcn feed\u2019i i\u00e7in kaliteli \u00fcr\u00fcn g\u00f6rselleri ve carousel yap\u0131lar\u0131 kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen kampanyalar\u0131nda video, g\u00f6rsel ve \u00fcr\u00fcn feed\u2019i gibi farkl\u0131 formatlarla \u00e7oklu reklam deneyimleri olu\u015fturulabilece\u011fini ve Google AI\u2019\u0131n mevcut i\u00e7erikleri optimize edilmi\u015f asset\u2019lere d\u00f6n\u00fc\u015ft\u00fcrmeye yard\u0131mc\u0131 olabilece\u011fini belirtir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kreatiflerde dikkat edilmesi gereken ba\u015fl\u0131ca noktalar \u015funlard\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u0130lk 3 saniyede dikkat \u00e7ekici mesaj verilmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcr\u00fcn veya hizmet faydas\u0131 net anlat\u0131lmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kreatif yaln\u0131zca g\u00fczel g\u00f6r\u00fcnmemeli, kullan\u0131c\u0131y\u0131 aksiyona y\u00f6nlendirmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video, g\u00f6rsel ve metin uyumlu olmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobil ekran deneyimi \u00f6nceliklendirilmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dikey video ve k\u0131sa video formatlar\u0131 ihmal edilmemelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ayn\u0131 kreatif uzun s\u00fcre kullan\u0131lmamal\u0131, d\u00fczenli yenilenmelidir.<\/span><\/li>\n<\/ul>\n<h2><b>Demand Gen Kampanyalar\u0131nda \u00dcr\u00fcn Feed\u2019i Kullan\u0131m\u0131<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">E-ticaret markalar\u0131 i\u00e7in Demand Gen kampanyalar\u0131nda \u00fcr\u00fcn feed\u2019i kullan\u0131m\u0131 olduk\u00e7a \u00f6nemlidir. Merchant Center \u00fcr\u00fcn feed\u2019i ba\u011fland\u0131\u011f\u0131nda reklamlar yaln\u0131zca marka mesaj\u0131 g\u00f6stermekle kalmaz; \u00fcr\u00fcn g\u00f6rselleri, fiyat bilgileri ve \u00fcr\u00fcn kartlar\u0131yla daha al\u0131\u015fveri\u015f odakl\u0131 hale gelir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dcr\u00fcn feed\u2019i \u00f6zellikle \u015fu markalar i\u00e7in de\u011ferlidir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00c7ok say\u0131da \u00fcr\u00fcn\u00fc olan e-ticaret siteleri<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Moda ve aksesuar markalar\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Elektronik \u00fcr\u00fcn sat\u0131c\u0131lar\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ev dekorasyonu ve mobilya markalar\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kozmetik ve ki\u015fisel bak\u0131m markalar\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sezonluk kampanya y\u00fcr\u00fcten perakende markalar\u0131<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Feed yap\u0131s\u0131 do\u011fru de\u011filse kampanya performans\u0131 s\u0131n\u0131rlanabilir. \u00dcr\u00fcn ba\u015fl\u0131klar\u0131, g\u00f6rseller, fiyat bilgisi, stok durumu ve kategori yap\u0131s\u0131 kampanya kalitesini etkiler. Bu nedenle Demand Gen ba\u015flatmadan \u00f6nce Merchant Center sa\u011fl\u0131\u011f\u0131 kontrol edilmelidir.<\/span><\/p>\n<h2><b>Demand Gen Kampanyas\u0131 Nas\u0131l Kurulmal\u0131?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyas\u0131 a\u00e7madan \u00f6nce hedef, \u00f6l\u00e7\u00fcmleme ve kreatif altyap\u0131 net olmal\u0131d\u0131r. Kampanya yaln\u0131zca \u201cGoogle Ads\u2019te yeni kampanya a\u00e7mak\u201d gibi d\u00fc\u015f\u00fcn\u00fclmemelidir. As\u0131l ba\u015far\u0131, stratejik kurulumdan gelir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130deal kurulum s\u00fcreci \u015fu \u015fekilde ilerleyebilir:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00d6nce kampanyan\u0131n amac\u0131 belirlenmelidir. Marka bilinirli\u011fi mi, trafik mi, lead mi, sat\u0131\u015f m\u0131 yoksa yeniden pazarlama m\u0131 hedefleniyor? Ard\u0131ndan bu hedefe uygun d\u00f6n\u00fc\u015f\u00fcm aksiyonlar\u0131 se\u00e7ilmelidir. Sat\u0131\u015f hedefleyen bir e-ticaret markas\u0131 i\u00e7in purchase ve conversion value kritik olurken, B2B marka i\u00e7in form submit, demo request veya qualified lead daha anlaml\u0131 olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sonraki ad\u0131m hedef kitle mimarisidir. Prospecting ve remarketing kitleleri ayn\u0131 kampanyada kar\u0131\u015ft\u0131r\u0131lmamal\u0131, m\u00fcmk\u00fcnse ayr\u0131 kampanya veya ad group yap\u0131lar\u0131yla y\u00f6netilmelidir. B\u00f6ylece yeni kullan\u0131c\u0131 kazan\u0131m\u0131 ile mevcut kullan\u0131c\u0131y\u0131 d\u00f6n\u00fc\u015f\u00fcme ta\u015f\u0131ma performans\u0131 daha net analiz edilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kreatif seti haz\u0131rlan\u0131rken her y\u00fczey i\u00e7in uygun formatlar olu\u015fturulmal\u0131d\u0131r. Sadece yatay video veya tek g\u00f6rselle kampanya a\u00e7mak performans\u0131 s\u0131n\u0131rlayabilir. Shorts, Discover, Gmail ve YouTube feed alanlar\u0131 farkl\u0131 kullan\u0131c\u0131 davran\u0131\u015flar\u0131na sahiptir. Bu nedenle kreatif \u00e7e\u015fitlili\u011fi kampanya \u00f6\u011frenmesini destekler.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131nda \u00d6l\u00e7\u00fcmleme Nas\u0131l Yap\u0131lmal\u0131?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131nda \u00f6l\u00e7\u00fcmleme yap\u0131l\u0131rken yaln\u0131zca son t\u0131klama d\u00f6n\u00fc\u015f\u00fcmlerine bakmak yeterli de\u011fildir. \u00c7\u00fcnk\u00fc bu kampanya t\u00fcr\u00fc \u00e7o\u011fu zaman kullan\u0131c\u0131yla sat\u0131n alma karar\u0131ndan \u00f6nce temas eder. Kullan\u0131c\u0131 reklam\u0131 g\u00f6r\u00fcp hemen sat\u0131n alma yapmayabilir; daha sonra markay\u0131 arayabilir, siteye organik gelebilir veya ba\u015fka bir kampanya \u00fczerinden d\u00f6n\u00fc\u015febilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu nedenle Demand Gen performans\u0131 de\u011ferlendirilirken \u015fu metriklere bak\u0131lmal\u0131d\u0131r:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">G\u00f6sterim<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Eri\u015fim<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video g\u00f6r\u00fcnt\u00fcleme<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u0130zlenme oran\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">T\u0131klama oran\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Site oturumu<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Etkile\u015fimli oturum<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mikro d\u00f6n\u00fc\u015f\u00fcmler<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lead veya sat\u0131\u015f<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CPA<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ROAS<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">View-through conversions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assisted conversions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yeni kullan\u0131c\u0131 oran\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marka arama hacmine etkisi<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Google, Demand Gen i\u00e7in yeni raporlama kolonlar\u0131yla kampanya performans\u0131n\u0131 paid social \u00f6l\u00e7\u00fcmleme mant\u0131\u011f\u0131na daha yak\u0131n de\u011ferlendirmeye yard\u0131mc\u0131 olacak view-through conversion gibi metrikleri \u00f6ne \u00e7\u0131kard\u0131\u011f\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131r.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131nda En S\u0131k Yap\u0131lan Hatalar<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131nda en s\u0131k yap\u0131lan hata, kampanyay\u0131 Search veya Performance Max gibi de\u011ferlendirmektir. Demand Gen do\u011frudan y\u00fcksek niyetli arama talebini yakalamaz; talep olu\u015fturur ve kullan\u0131c\u0131y\u0131 karar s\u00fcrecine ta\u015f\u0131r. Bu nedenle performans de\u011ferlendirmesi de buna g\u00f6re yap\u0131lmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bir di\u011fer hata, yetersiz kreatifle kampanya a\u00e7makt\u0131r. Tek g\u00f6rsel, d\u00fc\u015f\u00fck kaliteli video veya genel mesajlarla ba\u015far\u0131l\u0131 sonu\u00e7 almak zordur. Demand Gen g\u00f6rsel bir kampanya t\u00fcr\u00fc oldu\u011fu i\u00e7in kreatif seti ne kadar g\u00fc\u00e7l\u00fc olursa performans potansiyeli de o kadar artar.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dc\u00e7\u00fcnc\u00fc hata, hedef kitleleri fazla daraltmakt\u0131r. \u00c7ok k\u00fc\u00e7\u00fck kitlelerle kampanya a\u00e7\u0131ld\u0131\u011f\u0131nda Google AI yeterli \u00f6\u011frenme alan\u0131 bulamayabilir. Tam tersi \u015fekilde \u00e7ok geni\u015f ve kontrols\u00fcz hedefleme yapmak da b\u00fct\u00e7enin verimsiz kullan\u0131lmas\u0131na neden olabilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00f6rd\u00fcnc\u00fc hata, landing page deneyimini ihmal etmektir. Reklam kullan\u0131c\u0131y\u0131 siteye getirse bile sayfa yava\u015fsa, mesaj reklamla uyumsuzsa veya form \u00e7ok uzunsa d\u00f6n\u00fc\u015f\u00fcm oran\u0131 d\u00fc\u015f\u00fck kal\u0131r.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131 \u0130\u00e7in En \u0130yi Uygulamalar<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131nda ba\u015far\u0131l\u0131 olmak i\u00e7in kampanyay\u0131 tam funnel stratejisinin bir par\u00e7as\u0131 olarak g\u00f6rmek gerekir. Bu kampanyalar Search, Performance Max, Meta Ads, YouTube ve remarketing kampanyalar\u0131yla birlikte \u00e7al\u0131\u015ft\u0131\u011f\u0131nda daha g\u00fc\u00e7l\u00fc sonu\u00e7 verir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ba\u015far\u0131l\u0131 bir Demand Gen stratejisi i\u00e7in:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D\u00f6n\u00fc\u015f\u00fcm takibi do\u011fru kurulmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GA4 ve Google Ads d\u00f6n\u00fc\u015f\u00fcmleri kontrol edilmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prospecting ve remarketing ayr\u0131\u015ft\u0131r\u0131lmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Birinci taraf veri kullan\u0131lmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kitle listeleri d\u00fczenli g\u00fcncellenmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video, g\u00f6rsel ve \u00fcr\u00fcn feed\u2019i birlikte de\u011ferlendirilmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mobil ve dikey formatlara \u00f6ncelik verilmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kreatifler d\u00fczenli yenilenmelidir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kampanya \u00f6\u011frenme s\u00fcreci tamamlanmadan s\u0131k de\u011fi\u015fiklik yap\u0131lmamal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Performans yaln\u0131zca son t\u0131klama d\u00f6n\u00fc\u015f\u00fcmleriyle yorumlanmamal\u0131d\u0131r.<\/span><\/li>\n<\/ul>\n<h2><b>Demand Gen Kampanyalar\u0131 \u0130\u00e7in \u00d6rnek Strateji<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Bir e-ticaret markas\u0131 i\u00e7in Demand Gen kampanyas\u0131 \u00fc\u00e7 ana yap\u0131dan olu\u015fabilir. \u0130lk kampanya yeni m\u00fc\u015fteri kazan\u0131m\u0131 i\u00e7in kullan\u0131l\u0131r. Bu kampanyada y\u00fcksek de\u011ferli m\u00fc\u015fteri listelerinden olu\u015fturulan benzer kitleler, kategoriyle ilgilenen \u00f6zel segmentler ve geni\u015f ama alakal\u0131 hedef kitleler kullan\u0131labilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130kinci kampanya \u00fcr\u00fcn ke\u015ffi ve kategori ilgisi i\u00e7in kurgulanabilir. Burada Merchant Center feed\u2019i ba\u011flanarak kullan\u0131c\u0131lar\u0131n \u00fcr\u00fcnleri g\u00f6rmesi sa\u011flan\u0131r. \u00d6ne \u00e7\u0131kan \u00fcr\u00fcnler, sezonluk kampanyalar, yeni koleksiyonlar ve y\u00fcksek marjl\u0131 kategoriler bu kampanyada desteklenebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00dc\u00e7\u00fcnc\u00fc kampanya remarketing i\u00e7in kullan\u0131labilir. \u00dcr\u00fcn g\u00f6r\u00fcnt\u00fcleyen ama sat\u0131n almayan kullan\u0131c\u0131lar, sepete ekleyenler, video izleyenler veya siteyi ziyaret eden kullan\u0131c\u0131lar yeniden hedeflenebilir. Bu kampanyalarda daha net teklif, indirim, \u00fccretsiz kargo veya sosyal kan\u0131t mesajlar\u0131 kullan\u0131labilir.<\/span><\/p>\n<h2><b>Demand Gen Kampanyalar\u0131 Neden \u00d6nemli?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131, kullan\u0131c\u0131lar\u0131n dijital davran\u0131\u015flar\u0131n\u0131n de\u011fi\u015fti\u011fi bir d\u00f6nemde markalara yeni bir b\u00fcy\u00fcme alan\u0131 sunar. Kullan\u0131c\u0131lar art\u0131k yaln\u0131zca arama motorunda ihtiya\u00e7 beyan ederek sat\u0131n alma yolculu\u011funa ba\u015flam\u0131yor. Video izliyor, i\u00e7erik ke\u015ffediyor, sosyal medya benzeri ak\u0131\u015flarda \u00fcr\u00fcn g\u00f6r\u00fcyor ve markalarla farkl\u0131 temas noktalar\u0131nda kar\u015f\u0131la\u015f\u0131yor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google\u2019\u0131n Display reklam envanterini Demand Gen i\u00e7inde daha birle\u015fik bir yap\u0131ya ta\u015f\u0131mas\u0131 da bu kampanya t\u00fcr\u00fcn\u00fcn Google Ads ekosistemindeki \u00f6nemini art\u0131r\u0131yor. Google, Display reklamlar\u0131n Demand Gen taraf\u0131na ta\u015f\u0131nmas\u0131yla reklamverenlerin GDN varl\u0131\u011f\u0131n\u0131 Demand Gen kampanyalar\u0131 \u00fczerinden y\u00f6netebilece\u011fini ve ge\u00e7i\u015f s\u00fcrecinin 2027\u2019ye kadar tamamlanmas\u0131n\u0131n beklendi\u011fini a\u00e7\u0131klam\u0131\u015ft\u0131r.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Demand Gen kampanyalar\u0131, markalar\u0131n Google ekosisteminde yaln\u0131zca talebi yakalamas\u0131n\u0131 de\u011fil, talep olu\u015fturmas\u0131n\u0131 da sa\u011flayan g\u00fc\u00e7l\u00fc bir kampanya t\u00fcr\u00fcd\u00fcr. YouTube, Shorts, Discover, Gmail, Maps ve Display Network gibi g\u00f6rsel y\u00fczeylerde kullan\u0131c\u0131ya ula\u015farak marka bilinirli\u011fi, \u00fcr\u00fcn ke\u015ffi, trafik, lead ve sat\u0131\u015f hedeflerini destekleyebilir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bu kampanya t\u00fcr\u00fc \u00f6zellikle g\u00f6rsel anlat\u0131m\u0131 g\u00fc\u00e7l\u00fc, kreatif \u00e7e\u015fitlili\u011fi olan, d\u00f6n\u00fc\u015f\u00fcm takibi sa\u011fl\u0131kl\u0131 \u00e7al\u0131\u015fan ve yeni m\u00fc\u015fteri kazan\u0131m\u0131 hedefleyen markalar i\u00e7in uygundur. Ancak ba\u015far\u0131l\u0131 sonu\u00e7 almak i\u00e7in Demand Gen\u2019i tek ba\u015f\u0131na bir performans kampanyas\u0131 gibi de\u011fil, SEO, Search, Performance Max, Meta Ads, remarketing ve CRM verileriyle birlikte \u00e7al\u0131\u015fan bir b\u00fcy\u00fcme arac\u0131 olarak konumland\u0131rmak gerekir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do\u011fru hedef kitle, g\u00fc\u00e7l\u00fc kreatif, sa\u011fl\u0131kl\u0131 \u00f6l\u00e7\u00fcmleme ve d\u00fczenli optimizasyonla Demand Gen kampanyalar\u0131, markalar\u0131n yeni kullan\u0131c\u0131larla tan\u0131\u015fmas\u0131n\u0131 ve bu ilgiyi d\u00f6n\u00fc\u015f\u00fcme ta\u015f\u0131mas\u0131n\u0131 sa\u011flayabilir.<\/span><\/p>\n<p>Benzer blog yaz\u0131lar\u0131na <a href=\"http:\/\/theadx.com\/blog\">buradan<\/a> ula\u015fabilirsiniz.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dijital reklamc\u0131l\u0131kta kullan\u0131c\u0131lar\u0131n sat\u0131n alma yolculu\u011fu art\u0131k yaln\u0131zca Google\u2019da arama yapmalar\u0131yla ba\u015flam\u0131yor. Kullan\u0131c\u0131lar \u00fcr\u00fcnleri YouTube Shorts\u2019ta ke\u015ffediyor, Discover ak\u0131\u015f\u0131nda kar\u015f\u0131lar\u0131na \u00e7\u0131kan i\u00e7eriklerden etkileniyor, Gmail\u2019de kampanyalar\u0131 g\u00f6r\u00fcyor ve farkl\u0131 platformlarda markalarla temas ederek karar s\u00fcrecine giriyor. Bu nedenle markalar\u0131n yaln\u0131zca \u201carama yapan kullan\u0131c\u0131ya\u201d ula\u015fmas\u0131 yeterli olmuyor; hen\u00fcz aktif arama yapmayan ama ilgi g\u00f6sterebilecek potansiyel m\u00fc\u015fterilere de [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":1573,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Demand Gen Kampanyalar\u0131 Nedir? 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