Google & Meta Advertising Management: 2025 Success Formula
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dk okuma
Google & Meta Advertising Management: 2025 Success Formula
Digital advertising is today’s most measurable and highest ROI marketing channel. Google and Meta (Facebook, Instagram) platforms offer the opportunity to reach 70+ million users in Turkey. When managed correctly, you can get a 5-10 TL return for every 1 TL spent on advertising!
Why Google & Meta Ads?
Platform Comparison
Google Ads (Search Intent):
- Users actively searching
- High purchase intent
- “Pull” rather than “Push” marketing
- Ideal for B2B and B2C
- More expensive (CPC ₺2-25)
Meta Ads (Social Discovery):
- Users discovering content
- Interest and behavior-based targeting
- Visual-focused campaigns
- Primarily B2C
- Cheaper (CPC ₺0.50-5)
Turkey Statistics 2025
- Google search volume: 2.5+ billion/month
- YouTube viewers: 50+ million
- Facebook users: 45+ million
- Instagram users: 52+ million
- Average ROAS: 3-5x (with good management)
Google Ads Campaign Types
1. Search Ads
When to Use?
- Direct sales goal
- High intent keywords
- Lead generation
- B2B services
Campaign Structure:
Campaign: E-Commerce Shoes
├── Ad Group: Women's Sports Shoes
│ ├── Keywords
│ │ ├── women's sports shoes [exact match]
│ │ ├── +women +running +shoes [broad match modifier]
│ │ └── "ladies sports shoes" [phrase match]
│ └── Ads (3-4 RSAs)
└── Ad Group: Men's Sports Shoes
└── [Similar structure]
Success Tactics:
- Use Responsive Search Ads (RSA)
- 10-20 keywords per ad group
- Continuously update negative keywords
- Complete all ad extensions
- Keep Quality Score at 7+
Cost Expectations:
- Brand terms: ₺1-3/click
- General terms: ₺3-10/click
- Competitive terms: ₺10-25+/click
2. Display Ads
Use Cases:
- Brand awareness
- Remarketing
- Broad audience reach
- Visual storytelling
Banner Sizes:
- 300x250 (Medium Rectangle)
- 728x90 (Leaderboard)
- 300x600 (Half Page)
- 320x50 (Mobile Banner)
- 336x280 (Large Rectangle)
Targeting Options:
- Placements (specific sites)
- Topics
- Interests
- Affinity audiences
- In-market audiences
- Custom audiences
Avg. Performance:
- CTR: 0.1-0.5%
- CPC: ₺0.50-2
- Conversion: 50-70% lower than Search
3. Shopping Ads
Must-Have for E-Commerce!
Setup Requirements:
- Google Merchant Center account
- Product feed
- E-commerce tracking
Feed Optimization:
- High-quality product images
- Detailed product titles (150 characters)
- Category mapping
- GTIN codes
- Stock and price updates
Performance:
- CTR: 0.5-1.5%
- ROAS: 4-8x
- Conversion rate: 1-3%
4. YouTube Ads
Format Types:
TrueView In-Stream (Skippable):
- Skippable after 5 seconds
- Only charged for 30 sec+ views
- Cost: ₺0.10-0.50/view
Non-Skippable:
- 15-20 seconds
- More expensive
- High completion rate
Bumper Ads:
- 6 seconds
- Brand awareness
- Cheap and effective
Discovery Ads:
- In search results
- Homepage
- Related videos
Targeting:
- Demographics
- Interests
- Life events
- Custom intent
- Remarketing lists
5. Performance Max Campaigns
Star of 2025!
Google’s AI-powered, all-channel campaign type:
- Search
- Display
- YouTube
- Gmail
- Discover
- Maps
Advantages:
- Fully automatic optimization
- Maximum conversions across all channels
- Less management required
- Machine learning
Required Elements:
- Quality visual assets
- Video content
- Headlines and descriptions
- Audience signals
- Conversion tracking
Meta Ads (Facebook & Instagram)
Campaign Objectives
Awareness:
- Reach
- Brand Awareness
- Video Views
Consideration:
- Traffic
- Engagement
- App Installs
- Video Views
- Lead Generation
- Messages
Conversion:
- Conversions
- Catalog Sales
- Store Traffic
Targeting Strategies
Demographic:
- Age (13-65+)
- Gender
- Location (city, zip code)
- Language
- Education
- Job
- Relationship status
Interests:
- 10,000+ options
- Competitor targeting
- Behavior targeting
- Purchase behavior
Custom Audiences:
- Website visitors
- Customer list
- App users
- Engagement (video, post, page)
Lookalike Audiences:
- 1% (most similar, small audience)
- 5-10% (broader)
- Conversion-based LAL (most effective)
Ad Formats
Single Image:
- Minimum 1080x1080 px
- Aspect ratio 1:1 or 4:5
- Text under 20% (no longer mandatory)
Carousel:
- 2-10 cards
- Each card different link
- Storytelling
- Product catalogs
Video:
- 15 seconds - 2 minutes
- First 3 seconds critical
- Watchable without sound (captions)
- Think mobile-first
Collection:
- Perfect for e-commerce
- Instant Experience integrated
- High conversion
Instant Experience (Canvas):
- Full-screen mobile experience
- Fast loading
- Interactive content
Instagram Specific
Feed Ads:
- 1:1 or 4:5 visual
- Native appearance
- Like organic content
Stories Ads:
- 9:16 format (full screen)
- Swipe-up link
- Interactive elements
- 15-second videos
Reels Ads:
- 9:16 vertical video
- Up to 30 seconds
- Highest reach
- Ideal for GenZ audience
Shopping Ads:
- Product tags
- Collection ads
- Instagram Shop
Campaign Optimization
A/B Testing Strategy
Things to Test:
- Audience Testing:
- Different demographic groups
- Interests
- Lookalike percentages
- Custom vs Lookalike
- Creative Testing:
- Visual styles
- Video vs Image
- Color palettes
- CTA buttons
- Copy Testing:
- Headline variations
- Description lengths
- Emojis
- Tone of voice
- Placement Testing:
- Automatic vs Manual
- Facebook vs Instagram
- Feed vs Stories
- Desktop vs Mobile
Test Methodology:
- One variable at a time
- Minimum 3-7 days test period
- Statistical significance (95%+ confidence)
- Scale with winners
Bid Strategies
Google Ads:
Manual CPC:
- Full control
- New campaigns
- Low budgets
Enhanced CPC:
- Semi-automatic
- AI on top of manual
- Safe choice
Maximize Conversions:
- Fully automatic
- Conversion-focused
- Sufficient data required (50+ conversions/month)
Target ROAS:
- Revenue optimization
- Minimum 100 conversions required
- Most advanced strategy
Meta Ads:
Lowest Cost:
- Maximum delivery
- Until budget exhausted
- Ideal for scale
Cost Cap:
- Cost control
- Less delivery
- Profit margin protection
Bid Cap:
- Maximum bid limit
- Least delivery
- Very specific uses
Budget Pacing
Google Ads:
- Daily budget flexible (±20%)
- Tool for shared budgets
- Dayparting (time targeting)
Meta Ads:
- Campaign budget optimization (CBO)
- Ad set based budget
- Lifetime vs daily budget
General Recommendations:
- Start: ₺100-200/day minimum
- Test: ₺50-100/ad set
- Scale: 20% increases
- More for peak times
Conversion Tracking & Analytics
Tracking Setup
Google Ads:
- Google Tag Manager (GTM)
- Google Analytics 4 (GA4)
- Google Ads Conversion Tracking
- Enhanced Conversions
Meta Ads:
- Facebook Pixel
- Conversions API (CAPI)
- Event Setup Tool
- Offline Events
Important Events:
- PageView
- ViewContent
- AddToCart
- InitiateCheckout
- Purchase
- Lead
- CompleteRegistration
Attribution Windows
Google:
- Last click (default)
- Data-driven (recommended)
- Linear
- Time decay
- Position-based
Meta:
- 7-day click (default)
- 1-day click
- 1-day view
- 7-day click + 1-day view
Key Metrics
Performance Metrics:
- CTR (Click-Through Rate): 1-5% ideal
- CPC (Cost Per Click): Depends on sector
- CPM (Cost Per Mille): ₺20-100
- CPA (Cost Per Acquisition): Depends on target
- ROAS (Return on Ad Spend): 3-5x minimum
- Conversion Rate: 2-5% average
Quality Metrics:
- Quality Score (Google): 7+
- Relevance Score (Meta): Medium-High
- Ad Rank
- Engagement Rate
Advanced Tactics
Remarketing Strategy
Segmentation:
- All visitors (last 30 days)
- Product viewers (didn’t add to cart)
- Cart abandoners (didn’t purchase)
- Past purchasers (cross-sell)
- High-value customers (VIP offers)
Frequency Capping:
- 3-5 impressions/week optimal
- More creates ad fatigue
- Adjust by platform and audience
Burn Pixels:
- Don’t show ads to purchasers
- Exclude after conversion
- Cost savings
Seasonal Campaigns
Black Friday / Cyber Monday:
- Start 3 weeks early
- Early bird offers
- Countdown timers
- Email + Ads sync
New Year / Holidays:
- Special landing pages
- Gift guides
- Extended return policies
- Campaign stacking
Competitor Targeting
Google Ads:
- Competitor brand names (careful!)
- “alternative to [competitor]”
- Comparison terms
Meta Ads:
- Competitor page engagement
- Job title targeting (B2B)
- Interest-based (reach competitor fans)
Budget Management
Monthly Budget Recommendations
Startup (Testing Phase):
- Google: ₺3,000-6,000
- Meta: ₺2,000-4,000
- Total: ₺5,000-10,000
Growth Phase:
- Google: ₺10,000-30,000
- Meta: ₺5,000-15,000
- Total: ₺15,000-45,000
Scale Phase:
- Google: ₺30,000-100,000+
- Meta: ₺15,000-50,000+
- Total: ₺45,000-150,000+
Platform Distribution
E-Commerce:
- Google: 60% (Shopping + Search)
- Meta: 40% (Remarketing + Prospecting)
Lead Generation:
- Google: 70% (Search heavy)
- Meta: 30% (Form ads)
Brand Awareness:
- Google: 40% (YouTube + Display)
- Meta: 60% (Reach campaigns)
Professional Ad Management
Agency vs In-House
Agency Advantages:
- Expert team
- Multi-platform experience
- Best practices knowledge
- Tools and software
- Continuous updates
In-House Advantages:
- Brand awareness
- Fast decision making
- Product knowledge
- Cost (for large budgets)
Management Fees
Pricing Models:
- Percentage of Spend:
- 15-20% (₺0-50K spend)
- 10-15% (₺50K-200K)
- 8-12% (₺200K+)
- Fixed Monthly Fee:
- Starter: ₺5,000-10,000
- Medium: ₺10,000-25,000
- Advanced: ₺25,000-50,000+
- Performance-Based:
- Base fee + % of revenue
- Risk/reward sharing
- ROAS targets
Common Mistakes and Solutions
10 Critical Mistakes
- Lack of Tracking
- Solution: Proper GTM + GA4 + Pixel setup
- Broad Targeting
- Solution: Specific audiences, test and narrow
- Poor Landing Page
- Solution: Fast, mobile-friendly, clear CTA
- Single Variation
- Solution: Continuous A/B testing
- Neglect Negative Keywords
- Solution: Weekly review and addition
- Low Budget/High Bids
- Solution: Realistic budgets, competitive analysis
- Set & Forget
- Solution: Daily monitoring, weekly optimization
- Poor Ad Quality
- Solution: Professional visuals, copywriting
- Ignoring Mobile
- Solution: Mobile-first approach
- No Remarketing
- Solution: Comprehensive remarketing strategy
Conclusion and Success Formula
For successful Google & Meta ad management:
- Proper Tracking: No optimization without data
- Test Test Test: Continuous A/B testing
- Audience Segmentation: Not for everyone, for the right people
- Quality Creative: Attention-grabbing, relevant, actionable
- Landing Page Optimization: Seamless journey from ad to sale
- Budget Discipline: ROI-focused spending
- Continuous Learning: Platforms constantly changing
- Professional Management: Experience makes a difference
ROI Calculation
ROAS = Ad Revenue / Ad Spend
Example:
- Spend: ₺10,000
- Revenue: ₺50,000
- ROAS: 5x (Excellent!)
Minimum Targets:
- E-commerce: 3-4x ROAS
- Lead Gen: ₺100-500/lead
- Brand Awareness: CPM under ₺50
Need professional support to get maximum efficiency from your advertising budget? Contact us for a free ad audit!
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