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Google ile yapılan işbirliği kapsamında YouTube forection ve akıllı görüntülü reklam kampanyaları gerçekleştirilmiştir. Bu kampanyalar sayesinde kullanıcı sayısı %222 artmış, CP hedefleri %12 düşmüş ve Google Ads'e yapılan yatırım getirisi %45 iyileştirilmiştir. Video, dijital reklam stratejilerinin nasıl oluşturulduğunu ve sonuçlarını detaylı şekilde ele almaktadır."]},"endTime":362,"title":"Turna.com'un Google ile Dijital Reklam Stratejileri","beginTime":0}],"fullResult":[{"index":0,"title":"Turna.com'un Tanıtımı","list":{"type":"unordered","items":["Aycan, Google'da hesap stratejisti olarak Turna.com'un görüntülü reklam ağı ve YouTube'da yaptığı başarılı kampanyaları konuşmak için burada.","Turna.com'un kurucusu ve genel müdürü Kadir Kırmızı, dijital pazarlama müdürü Onur Ovalı ve ajansı Zeo'dan kampanya yöneticisi Utku Demirhan davet edildi.","Turna.com 2015 yılında kurulmuş olup, henüz yeni bir girişim olarak tanımlanıyor."]},"beginTime":8,"endTime":45,"href":"/video/preview/12945000896470531647?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=8&ask_summarization=1"},{"index":1,"title":"Turna.com'un Farklı Özellikleri","list":{"type":"unordered","items":["Turna.com'un en önemli farkı müşteri odaklı ve müşteriye değer yaratma üzerine kurgulanmış bir pazarlama yaklaşımı olması.","Hava yollarıyla iyi ilişkiler kurarak iyi fiyatlar alıyor ve içerik yönetimini ve marka işbirliklerini kullanarak yeni müşteriler edinme gayreti içerisinde.","Turna.com'un sadece kendisinde olan sadakat sistemi, her uçuştan kazanılan puanların indirim veya bedava uçak bileti almak için kullanılabilmesi ve kredi kartı puanlarının uçak bileti almak için kullanılabilmesi gibi avantajlar sunuyor."]},"beginTime":45,"endTime":96,"href":"/video/preview/12945000896470531647?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=45&ask_summarization=1"},{"index":2,"title":"Google ile İşbirliği ve Kampanya Planlaması","list":{"type":"unordered","items":["Turna.com'un Google ile olan işbirliği uzun süredir arama ve reklamlarıyla sürmekteydi, ancak daha önce display reklam formatına ve video reklamlarına çok odaklanmamıştı.","Turna.com'un çok yönlü hedefleri dahilinde bu reklam alanlarına da odaklanmaya karar verdi ve Google'ın sunduğu performans odaklı çalışan bir kampanya hazırlayarak daha çok kişiye ulaşıp reklam gelirlerini arttırmaya karar verdi.","Smart Display Network'te YouTube kampanyalarıyla dönüşümleri ve marka bilinirliğini arttırmak istediler."]},"beginTime":96,"endTime":151,"href":"/video/preview/12945000896470531647?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=96&ask_summarization=1"},{"index":3,"title":"Kampanya Kurgusu ve Hedeflemeler","list":{"type":"unordered","items":["YouTube forection tarafında yeniden pazarlama kitlelerinin yanı sıra pazar içi ve özel amaç olarak sınıflandırılan kullanıcıları hedeflediler.","Pazar içi kitleleri içerisinde havayolu yolculuğu ile ilişkilendirilmiş kullanıcılar yer alırken, özel amaç kitleleri içerisinde uçak bileti araması gerçekleştiren, havayolu firmaları ile ilgili aramalar yapan ve yurtdışında okul arayan kullanıcılar gibi daha detaylı kullanıcıları hedeflediler.","Akıllı görüntülü reklam kampanyasında daha çok yeni kullanıcıya erişim hedeflendi, kısa vadede Turna markasının bilinirliği artırılmaya çalışırken, uzun vadede elde edilebilecek maksimum dönüşüm seviyelerine ulaşılmaya çalışıldı."]},"beginTime":151,"endTime":226,"href":"/video/preview/12945000896470531647?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=151&ask_summarization=1"},{"index":4,"title":"Kampanya Sonuçları","list":{"type":"unordered","items":["Dijitalde erişilen kullanıcı sayısı Smart Display ve YouTube forection kampanyalarıyla Mayıs-Temmuz dönemine bir önceki yıla kıyasla %222'lik artış gösterdi.","Aynı şekilde CP hedeflerinde %12'lik bir düşüş başarısı yakalandı.","Ağustos ayında video kampanyalarından gelen görüntülenmeler toplam tüm görüntülenmelerin dörtte biri iken dönüşümlerde ise onda birlik bir başarı sağlandı.","Google Ads üzerinde yapılan kampanyalarda birim harcamanın dönüşünde önceki yıla kıyasla %45'lik bir iyileşme görüldü."]},"beginTime":226,"endTime":267,"href":"/video/preview/12945000896470531647?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=226&ask_summarization=1"},{"index":5,"title":"Gelecek Planları ve Sonuç","list":{"type":"unordered","items":["Google, Turna.com'un reklam mecralarının en önemlilerinden ve en başında geliyor, veri odaklı, müşteri odaklı ve bilimsel yaklaşımlarıyla Google'ın sunduğu çözümler birebir örtüşüyor.","Yürütülen kampanya Turna.com'un yenilikçi yaklaşımını teyit eden bir çalışma oldu ve özellikle video kampanyasının dönüşüme katkı sağlaması onları çok mutlu etti.","Turna.com, bu çalışmanın hem sektörde hem de e-ticaret için önemli bir yenilik olduğunu düşünüyor ve always on stratejisine devam etmeyi 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Kampanya, online to offline dönüşümünü ölçmek için tasarlanmış ve Store Visit uygulaması kullanılarak gerçekleştirilmiş. Kampanya sonucunda yaklaşık 750 bin mağaza ziyareti ölçümlenmiş, mağaza ziyaret oranı %5 olarak gerçekleşmiş ve geçen yıl aynı dönemle karşılaştırıldığında fiziksel mağaza ziyaret sayısı %13, fiziksel mağaza cirosu ise %31 yükselmiştir. Konuşmacı, bu kampanyanın dijital yatırımların fiziksel mağazaya etkilerini net görebilmek ve raporlayabilmek açısından önemli bir başlangıç olduğunu vurguluyor."]},"endTime":330,"title":"Media Markt'ın Google ile Yürüttüğü Omni-Channel Kampanyası","beginTime":0}],"fullResult":[{"index":0,"title":"Media Markt'ın Vizyonu ve Başarıları","list":{"type":"unordered","items":["Media Markt, Türkiye pazarında onuncu yılını dolduran perakende elektronik zinciri olarak vizyonunu en çok tercih edilen çok kanallı elektronik perakendecisi olmak üzerine kurgulamıştır.","Son iki yılda cirosunu iki katına, karlılığını artırmış, mağaza sayısını yüzde elli artırmış ve online'da kesintisiz büyüme trendine oturmuştur.","Gelecekte hizmetlerini, operasyonlarını ve mağazalarını daha dijitalleştirerek müşteri deneyimini uçtan uca daha iyi hale getirmeyi 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Ayrıca, Shazam uygulaması, Migros kampanyası ve Tadım gibi farklı projelerin başarı hikayeleri de paylaşılmaktadır."]},"endTime":327,"title":"Başarılı Pazarlama Kampanyalarının İçgörüleri","beginTime":0}],"fullResult":[{"index":0,"title":"Marka Deneyimleri ve Araştırma","list":{"type":"unordered","items":["Kullanıcılar markadan değil, kullanıcı deneyimleyicisinden duymak istiyor, bu içgörüleri farklı marka deneyimlerine dönüştürmek önemli.","Önümüzdeki dönemde, bu ilişkilere yatırım yapan ve hedef kitlesini paydaş gibi davranan markalar başarılı olabilir.","Araştırma bazlı hareket etmek, fikrin markanın DNA'sından gelmesi ve sürdürülebilir, geliştirilebilir olması önemli."]},"beginTime":12,"endTime":60,"href":"/video/preview/10397047909367299973?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=12&ask_summarization=1"},{"index":1,"title":"Teknoloji ve Sosyal Medya","list":{"type":"unordered","items":["Teknoloji buz gibi gri anlatılmak veya geri planda bırakılmak zorunda değil, ara yolu bulabilmek önemli.","Eşlere karikatürize etmeden, belgeselci bakış açısıyla yaklaşıldığında, onlar işi sahiplenen şekilde yaklaşıyorlar.","Doğru işi yaptığınızda, onlara dokunduğunuzda korkulan şeyler fırsata dönüşüyor ve sosyal medya viral etkiyi alarak ilerliyor."]},"beginTime":60,"endTime":102,"href":"/video/preview/10397047909367299973?parent-reqid=1765312548897797-15226823211722430483-balancer-l7leveler-kubr-yp-klg-94-BAL&text=Think+with+Google&t=60&ask_summarization=1"},{"index":2,"title":"Paylaşım ve Tercihler","list":{"type":"unordered","items":["Paylaşım sadece şikayet üzerinden değil, oyunda veya farklı markada görmek istedikleri özellikleri göstererek yapılabilir.","Oyunda kullanıcının tercihleriyle şekillenmeye başlıyor ve kendi hayatını daha rahat görmeye başlıyor.","Tüketiciye sonucun daha önceden belirlenmemesi, tüketicinin tercihinin sonuca yansıması 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