{"id":1198,"date":"2026-05-11T13:09:40","date_gmt":"2026-05-11T10:09:40","guid":{"rendered":"https:\/\/visiblewise.com\/blog\/uncategorized-tr\/urun-feediniz-shopping-reklamlarinizin-roasini-neden-dusuruyor\/"},"modified":"2026-10-07T17:59:58","modified_gmt":"2026-10-07T14:59:58","slug":"urun-feediniz-shopping-reklamlarinizin-roasini-neden-dusuruyor","status":"publish","type":"post","link":"https:\/\/visiblewise.com\/tr\/blog\/enhancefeed\/urun-feediniz-shopping-reklamlarinizin-roasini-neden-dusuruyor\/","title":{"rendered":"\u00dcr\u00fcn Feed\u2019iniz Shopping Reklamlar\u0131n\u0131z\u0131n ROAS\u2019\u0131n\u0131 Neden D\u00fc\u015f\u00fcr\u00fcyor?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Shopping ROAS d\u00fc\u015ft\u00fc\u011f\u00fcnde ilk refleks genellikle teklifleri d\u00fczenlemek olur. \u0130kinci ad\u0131m kreatifleri yenilemek, sonu\u00e7lar h\u00e2l\u00e2 de\u011fi\u015fmiyorsa \u00fc\u00e7\u00fcnc\u00fc ad\u0131m kampanya yap\u0131s\u0131n\u0131 yeniden d\u00fczenlemektir. \u00c7o\u011fu ekip, as\u0131l sorunun genellikle bulundu\u011fu \u00fcr\u00fcn feed\u2019ini incelemeden \u00f6nce bu \u00fc\u00e7 ad\u0131m\u0131n tamam\u0131n\u0131 dener.   <\/p>\n\n<p class=\"wp-block-paragraph\">Buradaki sorun, i\u015flemlerin yanl\u0131\u015f s\u0131rayla yap\u0131lmas\u0131d\u0131r. Teklif d\u00fczenlemeleri ve kampanya yap\u0131s\u0131ndaki de\u011fi\u015fiklikler, \u00fcr\u00fcn feed\u2019inin \u00fczerine kurulur. Feed d\u00fc\u015f\u00fck kaliteli veya eksik veri sa\u011fl\u0131yorsa yap\u0131lan optimizasyonlar sorunlu bir temeli iyile\u015ftirmeye \u00e7al\u0131\u015fmaktan \u00f6teye gidemez. Bu, lastikleri inmi\u015f bir otomobilin motor ayar\u0131n\u0131 yapmaya benzer: yap\u0131lan teknik \u00e7al\u0131\u015fma do\u011fru olabilir ancak ara\u00e7 yine de daha h\u0131zl\u0131 ilerlemez.    <\/p>\n\n<p class=\"wp-block-paragraph\">12.000 SKU y\u00f6neten bir giyim markas\u0131, d\u00fc\u015f\u00fck performans g\u00f6steren \u00fcr\u00fcn gruplar\u0131n\u0131n tekliflerini \u00fc\u00e7 ay boyunca optimize etti. Ard\u0131ndan yap\u0131lan feed analizi, aktif SKU\u2019lar\u0131n %34\u2019\u00fcnde \u00fcr\u00fcn ba\u015fl\u0131klar\u0131n\u0131n a\u00e7\u0131klay\u0131c\u0131 \u00fcr\u00fcn adlar\u0131 yerine stok kodlar\u0131ndan olu\u015ftu\u011funu ortaya \u00e7\u0131kard\u0131. <strong>Google, bu \u00fcr\u00fcnleri neredeyse hi\u00e7bir alakal\u0131 arama sorgusuyla e\u015fle\u015ftiremiyordu.<\/strong> Teklif d\u00fczenlemeleri, hi\u00e7bir zaman d\u00f6n\u00fc\u015f\u00fcm sa\u011flamayacak aramalardaki g\u00f6sterim pay\u0131n\u0131 optimize ediyordu. \u00dcr\u00fcn ba\u015fl\u0131klar\u0131 yeniden yap\u0131land\u0131r\u0131ld\u0131ktan iki hafta sonra, ilgili \u00fcr\u00fcn grubunun ROAS\u2019\u0131 %41 artt\u0131. \u00dcstelik teklifler hi\u00e7 de\u011fi\u015ftirilmemi\u015fti.  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00dcr\u00fcn feed\u2019i sonradan ele al\u0131nacak teknik bir detay de\u011fildir. Google\u2019\u0131n \u00fcr\u00fcnlerinizin hangi aramalarda g\u00f6sterilece\u011fini, reklam a\u00e7\u0131k art\u0131rmas\u0131nda ne kadar g\u00fc\u00e7l\u00fc konumlanaca\u011f\u0131n\u0131 ve \u00fcr\u00fcn listelemelerinizin ne kadar alakal\u0131 oldu\u011funu belirlemek i\u00e7in kulland\u0131\u011f\u0131 temel sinyallerden biridir. Teklif ve hedefleme kararlar\u0131n\u0131z\u0131n tamam\u0131 bu veri yap\u0131s\u0131n\u0131n \u00fczerine kurulur.  <\/p>\n\n<h2 class=\"wp-block-heading\">Google \u00dcr\u00fcn Feed\u2019inizi Ger\u00e7ekte Nas\u0131l Kullan\u0131yor?<\/h2>\n\n<p class=\"wp-block-paragraph\">Alaka d\u00fczeyinin belirlenmesinde temel olarak d\u00f6rt feed \u00f6zelli\u011fi \u00f6ne \u00e7\u0131kar: \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131, \u00fcr\u00fcn a\u00e7\u0131klamas\u0131, \u00fcr\u00fcn t\u00fcr\u00fc ve kategori s\u0131n\u0131fland\u0131rmas\u0131 ile GTIN veya benzersiz \u00fcr\u00fcn tan\u0131mlay\u0131c\u0131s\u0131. Bunlar aras\u0131nda \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 \u00f6nemli bir a\u011f\u0131rl\u0131\u011fa sahiptir. Google, bir arama motorunun web sayfas\u0131n\u0131 de\u011ferlendirmesine benzer \u015fekilde, \u00fcr\u00fcnleri arama sorgular\u0131yla e\u015fle\u015ftirmek i\u00e7in ba\u015fl\u0131ktaki anahtar kelimelerden yararlan\u0131r. Belirsiz, yanl\u0131\u015f yap\u0131land\u0131r\u0131lm\u0131\u015f veya \u00f6nemli \u00fcr\u00fcn \u00f6zelliklerini i\u00e7ermeyen bir ba\u015fl\u0131k, teklif ne kadar rekabet\u00e7i olursa olsun \u00fcr\u00fcn\u00fcn alakal\u0131 aramalarla daha az e\u015fle\u015fmesine neden olur.   <\/p>\n\n<p class=\"wp-block-paragraph\">Feed ayn\u0131 zamanda Google\u2019\u0131n Shopping reklam\u0131ndaki \u00fcr\u00fcn bilgilerini olu\u015fturmak i\u00e7in kulland\u0131\u011f\u0131 veri kayna\u011f\u0131d\u0131r: g\u00f6rsel, fiyat, sat\u0131c\u0131 ad\u0131 ve Shopping alan\u0131nda g\u00f6sterilen \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 buradan al\u0131n\u0131r. Bu nedenle d\u00fc\u015f\u00fck kaliteli bir feed iki ayr\u0131 sorun yarat\u0131r. \u00dcr\u00fcnlerinizin g\u00f6sterilebilece\u011fi alakal\u0131 aramalar\u0131n say\u0131s\u0131n\u0131 azalt\u0131rken, ayn\u0131 zamanda ger\u00e7ekle\u015fen g\u00f6sterimlerdeki t\u0131klama oran\u0131n\u0131 da d\u00fc\u015f\u00fcrebilir. \u00c7\u00fcnk\u00fc algoritman\u0131n g\u00f6rd\u00fc\u011f\u00fc veri kalitesi sorunlar\u0131, kullan\u0131c\u0131ya g\u00f6sterilen reklam i\u00e7eri\u011fine de yans\u0131r.  <\/p>\n\n<h2 class=\"wp-block-heading\">Shopping ROAS\u2019\u0131n\u0131 D\u00fc\u015f\u00fcren 5 Feed Sorunu<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>1<\/strong><\/td><td><strong>Zay\u0131f ba\u015fl\u0131k yap\u0131s\u0131<\/strong> \u0130yi y\u00f6netilmeyen feed\u2019lerde \u00fcr\u00fcn ba\u015fl\u0131klar\u0131n\u0131n \u00e7o\u011fu, arama sorgular\u0131yla e\u015fle\u015fmek yerine \u015firket i\u00e7i kullan\u0131m d\u00fc\u015f\u00fcn\u00fclerek haz\u0131rlan\u0131r. SKU kodlar\u0131, \u015firket i\u00e7i kategori adlar\u0131 veya depo ekibi i\u00e7in anlaml\u0131 olsa da t\u00fcketici sorgular\u0131n\u0131 e\u015fle\u015ftirmeye \u00e7al\u0131\u015fan arama algoritmas\u0131 i\u00e7in anlam ifade etmeyen marka k\u0131saltmalar\u0131 \u00f6n plana \u00e7\u0131kar\u0131l\u0131r. \u00d6rne\u011fin \u201cWM-4421-BLK-L\u201d gibi bir ba\u015fl\u0131k Google\u2019a \u00fcr\u00fcn hakk\u0131nda neredeyse hi\u00e7bir \u015fey s\u00f6ylemez. Buna kar\u015f\u0131l\u0131k \u201cKad\u0131n Merinos Y\u00fcn Bisiklet Yaka Kazak Siyah B\u00fcy\u00fck Beden\u201d gibi bir ba\u015fl\u0131k, Google\u2019a \u00fcr\u00fcn\u00fcn hangi sorgularla e\u015fle\u015ftirilmesi gerekti\u011fini a\u00e7\u0131k\u00e7a belirtir.   <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>2<\/strong><\/td><td><strong>Eksik veya hatal\u0131 GTIN\u2019ler GTIN\u2019ler<\/strong> (EAN, UPC ve ISBN\u2019leri de kapsayan Global Ticari \u00dcr\u00fcn Numaralar\u0131), Google\u2019\u0131n \u00fcr\u00fcnlerinizi \u00fcretici verileriyle e\u015fle\u015ftirmesini ve \u00fcr\u00fcn baz\u0131nda yorumlar\u0131, fiyat kar\u015f\u0131la\u015ft\u0131rmalar\u0131n\u0131 ve arama davran\u0131\u015flar\u0131n\u0131 bir araya getirmesini sa\u011flayan benzersiz tan\u0131mlay\u0131c\u0131lard\u0131r. Eksik GTIN\u2019ler, Google\u2019\u0131n geli\u015fmi\u015f \u00fcr\u00fcn listelemelerine uygunlu\u011fu azaltabilir ve GTIN bilgisinin di\u011fer sat\u0131c\u0131larda mevcut oldu\u011fu \u00fcr\u00fcnlerde a\u00e7\u0131k art\u0131rma \u00f6nceli\u011finin d\u00fc\u015fmesine neden olabilir. Markal\u0131 \u00fcr\u00fcnlerde eksik GTIN bilgisi, \u00e7o\u011fu zaman verinin ger\u00e7ekten mevcut olmamas\u0131ndan de\u011fil, feed y\u00f6netimindeki bir eksiklikten kaynaklan\u0131r.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>3<\/strong><\/td><td><strong>Genel \u00dcr\u00fcn A\u00e7\u0131klamalar\u0131 A\u00e7\u0131klamalar,<\/strong> Google\u2019\u0131n alaka d\u00fczeyi algoritmas\u0131nda ba\u015fl\u0131klara k\u0131yasla daha d\u00fc\u015f\u00fck a\u011f\u0131rl\u0131\u011fa sahip olsa da \u00f6nemsiz de\u011fildir. \u00dcr\u00fcn sayfas\u0131ndan kopyalanm\u0131\u015f tek bir pazarlama c\u00fcmlesinden olu\u015fan a\u00e7\u0131klama, ek bir anahtar kelime sinyali sa\u011flamaz. Buna kar\u015f\u0131l\u0131k malzeme i\u00e7eri\u011fi, \u00f6l\u00e7\u00fcler, kullan\u0131m alanlar\u0131, uyumlu \u00fcr\u00fcnler ve bak\u0131m talimatlar\u0131 gibi bilgileri i\u00e7eren bir a\u00e7\u0131klama, Google\u2019\u0131n \u00fcr\u00fcn\u00fc yaln\u0131zca ba\u015fl\u0131\u011f\u0131n kapsayamad\u0131\u011f\u0131 uzun kuyruklu arama sorgular\u0131yla e\u015fle\u015ftirmesine yard\u0131mc\u0131 olan g\u00fc\u00e7l\u00fc bir ikincil sinyal sa\u011flar.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>4<\/strong><\/td><td><strong>Hatal\u0131 \u00dcr\u00fcn T\u00fcr\u00fc S\u0131n\u0131fland\u0131rmas\u0131<\/strong> \u00dcr\u00fcn t\u00fcr\u00fc alan\u0131, ba\u015fl\u0131k ve a\u00e7\u0131klaman\u0131n yeterince a\u00e7\u0131k olmad\u0131\u011f\u0131 durumlarda Google\u2019\u0131n \u00fcr\u00fcn\u00fcn ba\u011flam\u0131n\u0131 anlamak i\u00e7in kulland\u0131\u011f\u0131, sat\u0131c\u0131 taraf\u0131ndan belirlenen bir s\u0131n\u0131fland\u0131rmad\u0131r. Bu alandaki hatalar; alan\u0131n bo\u015f b\u0131rak\u0131lmas\u0131ndan \u015firket i\u00e7inde anlaml\u0131 olan ancak Google\u2019\u0131n benzer \u00fcr\u00fcnleri s\u0131n\u0131fland\u0131rma bi\u00e7imiyle uyu\u015fmayan bir kategori yap\u0131s\u0131n\u0131n kullan\u0131lmas\u0131na kadar de\u011fi\u015febilir. Yanl\u0131\u015f s\u0131n\u0131fland\u0131r\u0131lan \u00fcr\u00fcnler tamamen alakas\u0131z aramalarda g\u00f6sterilebilir. Bu durum, CTR\u2019yi d\u00fc\u015f\u00fcren ilgisiz g\u00f6sterimlere yol a\u00e7ar ve algoritmaya \u00fcr\u00fcn\u00fcn g\u00f6sterildi\u011fi sorgularla yeterince e\u015fle\u015fmedi\u011fi sinyalini verir.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>5<\/strong><\/td><td>G\u00fcncel Olmayan Fiyat ve Stok Verileri Yeterince s\u0131k g\u00fcncellenmeyen bir feed, \u00fcr\u00fcn listelemesinde g\u00f6sterilen bilgiler ile a\u00e7\u0131l\u0131\u015f sayfas\u0131ndaki bilgiler aras\u0131nda tutars\u0131zl\u0131k yarat\u0131r. \u00d6rne\u011fin feed\u2019de 79 $ olarak g\u00f6r\u00fcnen ancak sitede fiyat\u0131 95 $ olarak g\u00fcncellenmi\u015f bir \u00fcr\u00fcn, politika ihlaline yol a\u00e7abilir ve \u00fcr\u00fcn\u00fcn reddedilmesine neden olabilir. Benzer \u015fekilde feed\u2019de stokta g\u00f6r\u00fcnen ancak sitede t\u00fckenmi\u015f olan bir \u00fcr\u00fcn, kullan\u0131c\u0131y\u0131 sat\u0131n alma imk\u00e2n\u0131 olmayan bir sayfaya y\u00f6nlendirir; t\u0131klama maliyeti olu\u015fur ancak d\u00f6n\u00fc\u015f\u00fcm f\u0131rsat\u0131 yoktur. Her iki durum da teklif stratejisinden ba\u011f\u0131ms\u0131z olarak ROAS\u2019\u0131 do\u011frudan olumsuz etkiler.   <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">Feed\u2019inizi 30 Dakikada Nas\u0131l Denetlersiniz?<\/h2>\n\n<p class=\"wp-block-paragraph\">Faydal\u0131 sonu\u00e7lar elde etmek i\u00e7in feed denetiminde \u00f6zel ara\u00e7lara ihtiya\u00e7 yoktur. Merchant Center\u2019daki te\u015fhis b\u00f6l\u00fcm\u00fc en kritik sorunlar\u0131 otomatik olarak ortaya \u00e7\u0131kar\u0131r. Bu sorunlar\u0131n 30 dakikal\u0131k sistematik bir incelemesini, \u00fcr\u00fcn ba\u015fl\u0131klar\u0131 ve a\u00e7\u0131klamalar\u0131ndan al\u0131nan \u00f6rneklerin manuel kontrol\u00fcyle birle\u015ftirmek, \u00e7o\u011fu feed\u2019de performans\u0131 etkileyen sorunlar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fc tespit etmek i\u00e7in yeterlidir.  <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Kontrol Edilecek Alan<\/strong><\/td><td><strong>Nerede Kontrol Edilmeli \/ Ne \u00d6l\u00e7\u00fclmeli<\/strong><\/td><td><strong>\u00d6ncelik<\/strong><\/td><\/tr><tr><td><strong>\u00dcr\u00fcn Red Oran\u0131<\/strong><\/td><td>Merchant Center &gt; Te\u015fhis. %2\u2019nin \u00fczerindeki \u00fcr\u00fcn red oranlar\u0131 hemen incelenmelidir. <\/td><td><strong>Kritik<\/strong><\/td><\/tr><tr><td><strong>Eksik GTIN\u2019ler<\/strong><\/td><td>Aktif \u00fcr\u00fcnleri GTIN alan\u0131na g\u00f6re filtreleyin. Alan\u0131 bo\u015f olan veya ge\u00e7ici de\u011ferlerle doldurulmu\u015f \u00fcr\u00fcnlerin say\u0131s\u0131n\u0131 kontrol edin. <\/td><td><strong>Kritik<\/strong><\/td><\/tr><tr><td><strong>Ba\u015fl\u0131k Uzunlu\u011fu Da\u011f\u0131l\u0131m\u0131<\/strong><\/td><td>Feed\u2019i d\u0131\u015fa aktar\u0131n ve her ba\u015fl\u0131\u011f\u0131n karakter say\u0131s\u0131n\u0131 \u00f6l\u00e7\u00fcn. 40 karakterden k\u0131sa ba\u015fl\u0131klar b\u00fcy\u00fck olas\u0131l\u0131kla yeterince optimize edilmemi\u015ftir. <\/td><td><strong>Y\u00fcksek<\/strong><\/td><\/tr><tr><td><strong>Fiyat ve Stok Senkronizasyonu<\/strong><\/td><td>Feed\u2019in d\u0131\u015fa aktar\u0131lma zaman\u0131n\u0131 sitedeki son g\u00fcncellemeyle kar\u015f\u0131la\u015ft\u0131r\u0131n. \u00dcr\u00fcn hareketlili\u011finin y\u00fcksek oldu\u011fu kataloglarda 6 saati a\u015fan gecikmeler risk olu\u015fturur. <\/td><td><strong>Y\u00fcksek<\/strong><\/td><\/tr><tr><td><strong>A\u00e7\u0131klama Kelime Say\u0131s\u0131<\/strong><\/td><td>100 kelimeden k\u0131sa a\u00e7\u0131klamalar\u0131 filtreleyin. Di\u011fer sorunlardan ba\u011f\u0131ms\u0131z olarak bu a\u00e7\u0131klamalar zenginle\u015ftirilmesi gereken i\u00e7eriklerdir. <\/td><td><strong>Orta<\/strong><\/td><\/tr><tr><td><strong>\u00dcr\u00fcn T\u00fcr\u00fc Alan\u0131n\u0131n Doluluk Oran\u0131<\/strong><\/td><td>Aktif SKU\u2019lar\u0131n y\u00fczde ka\u00e7\u0131nda \u00fcr\u00fcn t\u00fcr\u00fc alan\u0131n\u0131n dolduruldu\u011funu kontrol edin. Bo\u015f b\u0131rak\u0131lan alanlar, \u00fcr\u00fcn s\u0131n\u0131fland\u0131rmas\u0131na ili\u015fkin sinyal kayb\u0131na neden olur. <\/td><td><strong>Orta<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Herhangi bir \u00fcr\u00fcn grubunda red oran\u0131n\u0131n %5\u2019in \u00fczerine \u00e7\u0131kmas\u0131, temel veri sorunlar\u0131 \u00e7\u00f6z\u00fclene kadar o \u00fcr\u00fcn grubunun duraklat\u0131lmas\u0131n\u0131 gerektirir. Reddedilmi\u015f \u00fcr\u00fcnleri aktif bir kampanyada tutmak, d\u00f6n\u00fc\u015f\u00fcm sa\u011flayamayacak g\u00f6sterimlere b\u00fct\u00e7e harcanmas\u0131na neden olur ve algoritmaya olumsuz kalite sinyalleri g\u00f6nderir. <\/p>\n\n<h2 class=\"wp-block-heading\">Optimizasyon \u00d6ncelikleri: \u00d6nce Neyi D\u00fczeltmelisiniz?<\/h2>\n\n<p class=\"wp-block-paragraph\">Feed\u2019de yap\u0131lan her iyile\u015ftirme ayn\u0131 de\u011feri sa\u011flamaz. A\u015fa\u011f\u0131daki s\u0131ralama, e-ticaret \u00e7al\u0131\u015fmalar\u0131nda genellikle elde edilen etki ile harcanan efor aras\u0131ndaki dengeyi yans\u0131t\u0131r. Katalo\u011fun \u00f6zelliklerine ba\u011fl\u0131 olarak bu s\u0131ralama zaman zaman de\u011fi\u015febilse de \u00e7o\u011fu sekt\u00f6r i\u00e7in iyi bir ba\u015flang\u0131\u00e7 noktas\u0131d\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>\u00d6nce ba\u015fl\u0131klar.<\/strong> Feed \u00fczerinde yap\u0131labilecek iyile\u015ftirmeler aras\u0131nda harcanan efora kar\u015f\u0131l\u0131k ROAS \u00fczerinde en y\u00fcksek etkiyi genellikle \u00fcr\u00fcn ba\u015fl\u0131klar\u0131n\u0131n yeniden yap\u0131land\u0131r\u0131lmas\u0131 sa\u011flar. Etkisi de h\u0131zl\u0131d\u0131r: bir sonraki feed g\u00fcncellemesinde Google, yeni ba\u015fl\u0131k verilen her \u00fcr\u00fcn\u00fcn anahtar kelime e\u015fle\u015fmelerini yeniden de\u011ferlendirir. B\u00fcy\u00fck kataloglarda ba\u015fl\u0131klar \u00fcr\u00fcn baz\u0131nda tek tek d\u00fczenlenmek yerine, kategori baz\u0131nda belirlenmi\u015f \u015fablonlar kullan\u0131larak sistematik bi\u00e7imde yeniden yap\u0131land\u0131r\u0131lmal\u0131d\u0131r. (Bu konu serinin 08 numaral\u0131 yaz\u0131s\u0131nda ayr\u0131nt\u0131l\u0131 olarak ele al\u0131nmaktad\u0131r.)  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>\u0130kinci olarak GTIN\u2019ler.<\/strong> GTIN\u2019in mevcut oldu\u011fu ancak feed\u2019de eksik oldu\u011fu markal\u0131 \u00fcr\u00fcnlerde bu bilgilerin eklenmesi, sonucu \u00f6ng\u00f6r\u00fclebilir \u015fekilde olumlu etkileyen bir veri kalitesi iyile\u015ftirmesidir. GTIN bulunmayan markas\u0131z veya \u00f6zel \u00fcretim \u00fcr\u00fcnlerde ise alan\u0131 bo\u015f b\u0131rakmak yerine Merchant Center\u2019daki muafiyet s\u00fcreci do\u011fru \u015fekilde tamamlanmal\u0131d\u0131r. Alan\u0131n yaln\u0131zca bo\u015f b\u0131rak\u0131lmas\u0131 farkl\u0131 uyar\u0131lar\u0131n olu\u015fmas\u0131na neden olabilir. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>\u00dc\u00e7\u00fcnc\u00fc olarak a\u00e7\u0131klamalar.<\/strong> \u00dcr\u00fcn a\u00e7\u0131klamalar\u0131n\u0131n zenginle\u015ftirilmesi, ek anahtar kelime sinyalleri sa\u011flar ve uzun kuyruklu arama sorgular\u0131yla e\u015fle\u015fmeyi destekler. B\u00fcy\u00fck kataloglarda bu i\u015flem, ba\u015fl\u0131k d\u00fczenlemelerine k\u0131yasla daha fazla efor gerektirir. Bu nedenle \u00fcr\u00fcn grubu baz\u0131nda \u00f6nceliklendirme yap\u0131lmal\u0131d\u0131r. \u00d6nce ba\u015fl\u0131klar\u0131 iyi optimize edilmi\u015f ancak ROAS\u2019\u0131 h\u00e2l\u00e2 hedefin alt\u0131nda kalan \u00fcr\u00fcn gruplar\u0131ndan ba\u015flay\u0131n; bu durumlarda performans\u0131 s\u0131n\u0131rlayan fakt\u00f6r\u00fcn a\u00e7\u0131klama kalitesi olma ihtimali daha y\u00fcksektir. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Son olarak \u00f6zel etiketler ve segmentasyon.<\/strong> \u00d6zel etiketler; k\u00e2r marj\u0131, sezonluk durum, stok seviyesi veya kampanya durumu gibi feed \u00f6zelliklerine g\u00f6re kampanyalar\u0131 segmentlere ay\u0131rman\u0131za olanak tan\u0131r. Bu g\u00fc\u00e7l\u00fc bir optimizasyon katman\u0131d\u0131r ancak \u00f6ncelikle temel veri kalitesi sorunlar\u0131n\u0131n \u00e7\u00f6z\u00fclm\u00fc\u015f olmas\u0131 gerekir. Zay\u0131f ba\u015fl\u0131klara ve eksik GTIN\u2019lere sahip bir feed \u00fczerinde \u00f6zel etiketler kullanmak, sorunlu bir veri temeli \u00fczerine ayr\u0131nt\u0131l\u0131 \u015fekilde segmentlere ayr\u0131lm\u0131\u015f kampanyalar kurmak anlam\u0131na gelir.  <\/p>\n\n<h2 class=\"wp-block-heading\">Performans\u0131 Art\u0131ran Geli\u015fmi\u015f Feed Sinyalleri<\/h2>\n\n<p class=\"wp-block-paragraph\">Temel feed alanlar\u0131 do\u011fru ve eksiksiz h\u00e2le getirildikten sonra, optimizasyonun ikinci a\u015famas\u0131nda performans\u0131 daha detayl\u0131 d\u00fczeyde etkileyen unsurlara odaklan\u0131labilir.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Promosyon Metinleri ve \u0130ndirimli Fiyat Alanlar\u0131<\/strong> Google, indirimli fiyat alan\u0131 do\u011fru \u015fekilde dolduruldu\u011funda Shopping reklamlar\u0131nda orijinal fiyat\u0131n yan\u0131nda indirimli fiyat g\u00f6stergelerini de sunar. Bu g\u00f6rsel sunum, kullan\u0131c\u0131 fiyat kar\u015f\u0131la\u015ft\u0131rmas\u0131n\u0131 t\u0131klamadan \u00f6nce g\u00f6rebildi\u011fi i\u00e7in tekliften ba\u011f\u0131ms\u0131z olarak \u00fcr\u00fcn listelemesinin CTR\u2019sini art\u0131rabilir. Kampanya y\u00fcr\u00fcten ancak indirimli fiyat alan\u0131n\u0131 kullanmayan sat\u0131c\u0131lar, her promosyon d\u00f6neminde potansiyel bir CTR art\u0131\u015f\u0131ndan yararlanamaz.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>K\u00e2r Marj\u0131na Dayal\u0131 Teklifler \u0130\u00e7in \u00d6zel Etiketler<\/strong> \u00d6zel etiketlerin en yayg\u0131n ve de\u011ferli kullan\u0131m alanlar\u0131ndan biri, \u00fcr\u00fcnleri br\u00fct k\u00e2r marjlar\u0131na g\u00f6re segmentlere ay\u0131rmakt\u0131r. Y\u00fcksek marjl\u0131 \u00fcr\u00fcnler daha y\u00fcksek CPC\u2019leri ve daha d\u00fc\u015f\u00fck ROAS hedeflerini kar\u015f\u0131layabilir. D\u00fc\u015f\u00fck marjl\u0131 \u00fcr\u00fcnlerde ise daha s\u0131k\u0131 CPA kontrolleri uygulanmal\u0131 veya bu \u00fcr\u00fcnler rekabet\u00e7i anahtar kelime a\u00e7\u0131k art\u0131rmalar\u0131ndan tamamen \u00e7\u0131kar\u0131lmal\u0131d\u0131r. Bu segmentasyon yap\u0131lmad\u0131\u011f\u0131nda, kampanya d\u00fczeyinde uygulanan hedef ROAS teklif stratejisi y\u00fcksek ve d\u00fc\u015f\u00fck marjl\u0131 \u00fcr\u00fcnleri ayn\u0131 grupta de\u011ferlendirir ve her iki gruba da yeterince iyi hizmet etmeyen ortalama bir performansa g\u00f6re optimizasyon yapar.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Dinamik \u00dcr\u00fcn \u00d6zellikleri Olu\u015fturmak \u0130\u00e7in Feed Kurallar\u0131<\/strong> \u00c7o\u011fu feed y\u00f6netim platformu, feed i\u015fleme a\u015famas\u0131nda kural bazl\u0131 d\u00f6n\u00fc\u015f\u00fcmler uygulanmas\u0131na olanak tan\u0131r. \u00d6rne\u011fin renk ve beden bilgileri \u00fcr\u00fcn ba\u015fl\u0131klar\u0131na otomatik olarak eklenebilir, yap\u0131land\u0131r\u0131lm\u0131\u015f \u00fcr\u00fcn \u00f6zelliklerinden a\u00e7\u0131klamalar olu\u015fturulabilir veya stokta olmayan \u00fcr\u00fcnler tekliflerin durdurulmas\u0131 i\u00e7in i\u015faretlenebilir. Bu kurallar, geni\u015f kataloglarda feed bak\u0131m\u0131n\u0131n gerektirdi\u011fi manuel \u00e7al\u0131\u015fmay\u0131 azalt\u0131r ve katalo\u011fa yeni eklenen \u00fcr\u00fcnlerin ilk andan itibaren tutarl\u0131 \u015fekilde i\u015flenmesini sa\u011flar. <\/p>\n\n<p class=\"wp-block-paragraph\">EnhanceFeed gibi platformlar, feed zek\u00e2s\u0131n\u0131n bu katman\u0131 i\u00e7in \u00f6zel olarak geli\u015ftirilmi\u015ftir. Yapay zek\u00e2 destekli \u00fcr\u00fcn \u00f6zelli\u011fi zenginle\u015ftirme ve kural bazl\u0131 d\u00f6n\u00fc\u015f\u00fcmler sayesinde, her \u00fcr\u00fcn g\u00fcncellemesinde manuel m\u00fcdahale gerektirmeden geni\u015f kataloglarda feed kalitesinin korunmas\u0131n\u0131 sa\u011flar. Birden fazla kanalda on binlerce SKU y\u00f6neten ekipler i\u00e7in manuel feed y\u00f6netimi ile ak\u0131ll\u0131 bir feed altyap\u0131s\u0131 aras\u0131ndaki fark, ROAS \u00fczerinde k\u00fc\u00e7\u00fck baz puanlarla de\u011fil, \u00e7o\u011fu zaman do\u011frudan y\u00fczde puanlarla \u00f6l\u00e7\u00fcl\u00fcr. <\/p>\n\n<h2 class=\"wp-block-heading\">Feed Kalitesi ve Teklif Kalitesi<\/h2>\n\n<p class=\"wp-block-paragraph\">Shopping performans\u0131ndaki sorunlar\u0131n \u00f6ncelikle teklif stratejisinden kaynakland\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnmek anla\u015f\u0131labilir bir yakla\u015f\u0131md\u0131r. Teklifler, kampanya aray\u00fcz\u00fcndeki en g\u00f6r\u00fcn\u00fcr kontrol ara\u00e7lar\u0131ndan biridir ve teklif de\u011fi\u015fiklikleri ile performans aras\u0131ndaki ili\u015fki, feed de\u011fi\u015fikliklerinin performansa etkisine k\u0131yasla daha h\u0131zl\u0131 ve kolay g\u00f6zlemlenebilir. <\/p>\n\n<p class=\"wp-block-paragraph\">Ancak Google Shopping a\u00e7\u0131k art\u0131rmas\u0131n\u0131n temel mant\u0131\u011f\u0131nda alaka d\u00fczeyi uygunlu\u011fu, teklif ise bu uygunluk i\u00e7indeki konumu belirler. Yap\u0131sal olarak zay\u0131f bir feed, i\u00e7indeki her \u00fcr\u00fcn\u00fcn alaka d\u00fczeyi puan\u0131n\u0131 s\u0131n\u0131rlar ve hi\u00e7bir teklif stratejisi bu s\u0131n\u0131r\u0131n \u00fczerine \u00e7\u0131kamaz. Feed\u2019i iyile\u015ftirmek yaln\u0131zca tek bir performans metri\u011fini geli\u015ftirmez; sonras\u0131nda yap\u0131lacak t\u00fcm optimizasyonlar\u0131n ula\u015fabilece\u011fi performans seviyesini de y\u00fckseltir.   <\/p>\n\n<p class=\"wp-block-paragraph\">Shopping ROAS\u2019\u0131nda s\u00fcrekli olarak daha y\u00fcksek performans g\u00f6steren ekipler, her zaman en geli\u015fmi\u015f teklif stratejilerine sahip ekipler de\u011fildir. Feed\u2019i; kampanya yap\u0131s\u0131 ve kreatifler kadar titizlikle y\u00f6netilmesi gereken bir performans unsuru olarak ele alan ekiplerdir. Teklifler veriyi takip eder. \u00d6nemli olan, takip edilmeye de\u011fer bir veri yap\u0131s\u0131 olu\u015fturmakt\u0131r.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Shopping ROAS d\u00fc\u015ft\u00fc\u011f\u00fcnde ilk refleks genellikle teklifleri d\u00fczenlemek olur. \u0130kinci ad\u0131m kreatifleri yenilemek, sonu\u00e7lar h\u00e2l\u00e2 de\u011fi\u015fmiyorsa \u00fc\u00e7\u00fcnc\u00fc ad\u0131m kampanya yap\u0131s\u0131n\u0131 yeniden d\u00fczenlemektir. \u00c7o\u011fu ekip, as\u0131l sorunun genellikle bulundu\u011fu \u00fcr\u00fcn feed\u2019ini incelemeden \u00f6nce bu \u00fc\u00e7 ad\u0131m\u0131n tamam\u0131n\u0131 dener. Buradaki sorun, i\u015flemlerin yanl\u0131\u015f s\u0131rayla yap\u0131lmas\u0131d\u0131r. Teklif d\u00fczenlemeleri ve kampanya yap\u0131s\u0131ndaki de\u011fi\u015fiklikler, \u00fcr\u00fcn feed\u2019inin \u00fczerine kurulur. Feed d\u00fc\u015f\u00fck [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-1198","post","type-post","status-publish","format-standard","hentry","category-enhancefeed"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00dcr\u00fcn Feed\u2019iniz Shopping Reklamlar\u0131n\u0131z\u0131n ROAS\u2019\u0131n\u0131 Neden D\u00fc\u015f\u00fcr\u00fcyor? - VisibleWise<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visiblewise.com\/tr\/blog\/enhancefeed\/urun-feediniz-shopping-reklamlarinizin-roasini-neden-dusuruyor\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00dcr\u00fcn Feed\u2019iniz Shopping Reklamlar\u0131n\u0131z\u0131n ROAS\u2019\u0131n\u0131 Neden D\u00fc\u015f\u00fcr\u00fcyor? - VisibleWise\" \/>\n<meta property=\"og:description\" content=\"Shopping ROAS d\u00fc\u015ft\u00fc\u011f\u00fcnde ilk refleks genellikle teklifleri d\u00fczenlemek olur. \u0130kinci ad\u0131m kreatifleri yenilemek, sonu\u00e7lar h\u00e2l\u00e2 de\u011fi\u015fmiyorsa \u00fc\u00e7\u00fcnc\u00fc ad\u0131m kampanya yap\u0131s\u0131n\u0131 yeniden d\u00fczenlemektir. \u00c7o\u011fu ekip, as\u0131l sorunun genellikle bulundu\u011fu \u00fcr\u00fcn feed\u2019ini incelemeden \u00f6nce bu \u00fc\u00e7 ad\u0131m\u0131n tamam\u0131n\u0131 dener. Buradaki sorun, i\u015flemlerin yanl\u0131\u015f s\u0131rayla yap\u0131lmas\u0131d\u0131r. Teklif d\u00fczenlemeleri ve kampanya yap\u0131s\u0131ndaki de\u011fi\u015fiklikler, \u00fcr\u00fcn feed\u2019inin \u00fczerine kurulur. 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