{"id":1221,"date":"2026-05-11T11:13:55","date_gmt":"2026-05-11T08:13:55","guid":{"rendered":"https:\/\/visiblewise.com\/blog\/uncategorized-tr\/urun-basligi-muhendisligi-gercekten-tiklama-getiren-basliklar-nasil-yapilandirilir\/"},"modified":"2026-10-07T17:59:59","modified_gmt":"2026-10-07T14:59:59","slug":"urun-basligi-muhendisligi-gercekten-tiklama-getiren-basliklar-nasil-yapilandirilir","status":"publish","type":"post","link":"https:\/\/visiblewise.com\/tr\/blog\/enhancefeed\/urun-basligi-muhendisligi-gercekten-tiklama-getiren-basliklar-nasil-yapilandirilir\/","title":{"rendered":"\u00dcr\u00fcn Ba\u015fl\u0131\u011f\u0131 M\u00fchendisli\u011fi: Ger\u00e7ekten T\u0131klama Getiren Ba\u015fl\u0131klar Nas\u0131l Yap\u0131land\u0131r\u0131l\u0131r?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Bir Shopping \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 ayn\u0131 anda \u00fc\u00e7 g\u00f6revi yerine getirir. Google\u2019a \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi arama sorgular\u0131yla alakal\u0131 oldu\u011funu s\u00f6yleyen temel anahtar kelime sinyalidir. Kullan\u0131c\u0131n\u0131n t\u0131klay\u0131p t\u0131klamamaya karar verirken okudu\u011fu ilk metindir. Ayn\u0131 zamanda \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi a\u00e7\u0131k art\u0131rma segmentlerine girece\u011fini do\u011frudan etkileyen bir hedefleme girdisidir. Tek bir alan, \u00fc\u00e7 farkl\u0131 i\u015flev. \u00c7o\u011fu \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 ise bu \u00fc\u00e7 i\u015flevin tamam\u0131nda ba\u015far\u0131s\u0131z olur.      <\/p>\n\n<p class=\"wp-block-paragraph\">Sorun neredeyse her zaman ayn\u0131d\u0131r: ba\u015fl\u0131klar \u00fcr\u00fcn katalo\u011funu ilk olu\u015fturan ki\u015fi taraf\u0131ndan yaz\u0131l\u0131r, arama sorgular\u0131yla e\u015fle\u015fmek yerine \u015firket i\u00e7i mant\u0131\u011fa g\u00f6re yap\u0131land\u0131r\u0131l\u0131r ve ilk y\u00fcklemeden sonra bir daha g\u00f6zden ge\u00e7irilmez. Ba\u015fl\u0131klar\u0131 depo kodlar\u0131n\u0131 and\u0131ran 4.000 SKU\u2019luk bir mobilya perakendecisi stratejik bir tercih yapm\u0131\u015f de\u011fildir. Yaln\u0131zca kurulum s\u0131ras\u0131nda kullan\u0131\u015fl\u0131 olan ancak feed de\u011fi\u015fmeden \u00e7al\u0131\u015fmaya devam etti\u011fi her g\u00fcn g\u00f6sterim, t\u0131klama ve ROAS kaybettiren varsay\u0131lan bir yap\u0131y\u0131 kullanmaktad\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\">Bu yaz\u0131da etkili Shopping \u00fcr\u00fcn ba\u015fl\u0131klar\u0131n\u0131n arkas\u0131ndaki yap\u0131sal prensipleri, \u00e7o\u011fu \u00fcr\u00fcn kategorisinde i\u015fe yarayan form\u00fcl\u00fc, do\u011frudan \u00f6rneklerle kategoriye \u00f6zel uyarlamalar\u0131 ve t\u00fcm katalo\u011fu ba\u015ftan olu\u015fturmadan hangi ba\u015fl\u0131k de\u011fi\u015fikliklerinin performans\u0131 art\u0131rd\u0131\u011f\u0131n\u0131 belirlemeye yarayan bir test y\u00f6ntemini ele alaca\u011f\u0131z. <strong>Ama\u00e7; do\u011fru sorgularla e\u015fle\u015fen, g\u00f6sterildi\u011finde t\u0131klama kazanan ve bunu katalog \u00f6l\u00e7e\u011finde tutarl\u0131 bi\u00e7imde ger\u00e7ekle\u015ftiren \u00fcr\u00fcn ba\u015fl\u0131klar\u0131 olu\u015fturmakt\u0131r.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">Google \u00dcr\u00fcn Ba\u015fl\u0131klar\u0131n\u0131 Nas\u0131l Okur ve E\u015fle\u015ftirir?<\/h2>\n\n<p class=\"wp-block-paragraph\">Google, Shopping ba\u015fl\u0131klar\u0131n\u0131 t\u0131pk\u0131 arama algoritmas\u0131n\u0131n sayfa ba\u015fl\u0131klar\u0131n\u0131 i\u015fledi\u011fi gibi bir anahtar kelime sinyali olarak de\u011ferlendirir. Ba\u015fl\u0131ktaki kelimeler indekslenir ve gelen arama sorgular\u0131yla e\u015fle\u015ftirilir. E\u015fle\u015fmenin birebir olmas\u0131 gerekmez; Google, sorgu niyetini \u00fcr\u00fcn \u00f6zellikleriyle ili\u015fkilendiren semantik e\u015fle\u015ftirme y\u00f6ntemlerini de kullan\u0131r. Ancak bu e\u015fle\u015ftirmenin kalitesi, ba\u015fl\u0131ktaki bilgilerin \u00f6zg\u00fcnl\u00fc\u011f\u00fc, spesifikli\u011fi ve alaka d\u00fczeyiyle do\u011frudan ili\u015fkilidir.   <\/p>\n\n<p class=\"wp-block-paragraph\">\u00dcr\u00fcn ba\u015fl\u0131klar\u0131nda \u00f6zellikle iki mekanizmay\u0131 anlamak \u00f6nemlidir. \u0130lki, \u00f6nemli bilgileri ba\u015fl\u0131\u011f\u0131n ba\u015f\u0131na yerle\u015ftirmektir. Google, arama sonu\u00e7lar\u0131nda ba\u015fl\u0131\u011f\u0131n ba\u015f\u0131ndaki anahtar kelimelerin daha g\u00f6r\u00fcn\u00fcr olmas\u0131 gibi, ba\u015fl\u0131\u011f\u0131n ilk b\u00f6l\u00fcm\u00fcne daha fazla \u00f6nem verir. Bu nedenle bir \u00fcr\u00fcn\u00fcn en \u00f6nemli \u00f6zelli\u011fi ba\u015fl\u0131\u011f\u0131n ilk \u00fc\u00e7 ila be\u015f kelimesinde yer almal\u0131d\u0131r. \u00c7o\u011fu \u00fcr\u00fcn kategorisinde bu \u00f6zellik \u00fcr\u00fcn t\u00fcr\u00fcd\u00fcr. Marka ad\u0131n\u0131n temel bir sat\u0131n alma sinyali oldu\u011fu markal\u0131 \u00fcr\u00fcn kategorilerinde ise marka ad\u0131 \u00f6nce gelmelidir.    <\/p>\n\n<p class=\"wp-block-paragraph\">\u0130kinci \u00f6nemli konu karakter s\u0131n\u0131rlar\u0131 ve ba\u015fl\u0131\u011f\u0131n kesilmesidir. Google Shopping \u00fcr\u00fcn ba\u015fl\u0131klar\u0131 150 karaktere kadar desteklenir; ancak standart bir Shopping reklam\u0131nda g\u00f6r\u00fcnt\u00fclenen ba\u015fl\u0131k masa\u00fcst\u00fcnde genellikle yakla\u015f\u0131k 70 karakterde, mobilde ise daha erken kesilir. Bu nedenle ba\u015fl\u0131\u011f\u0131n ilk 60\u201370 karakteri, hem alaka e\u015fle\u015ftirmesini hem de t\u0131klama karar\u0131n\u0131 etkileyen en \u00f6nemli bilgileri i\u00e7ermelidir. 70. karakterden sonra gelen \u00f6zellikler anahtar kelime e\u015fle\u015ftirmesine katk\u0131 sa\u011flamaya devam edebilir ancak kullan\u0131c\u0131 listelemeyi geni\u015fletmedi\u011fi s\u00fcrece bunlar\u0131 g\u00f6rmeyebilir.  <\/p>\n\n<h2 class=\"wp-block-heading\">Farkl\u0131 Kategorilerde \u0130\u015fe Yarayan \u00dcr\u00fcn Ba\u015fl\u0131\u011f\u0131 Form\u00fcl\u00fc<\/h2>\n\n<p class=\"wp-block-paragraph\">Katalog genelinde tutarl\u0131 bir ba\u015fl\u0131k yap\u0131s\u0131 kullanmak iki amaca hizmet eder: en \u00f6nemli \u00fcr\u00fcn \u00f6zelliklerinin her \u00fcr\u00fcnde do\u011fru konumlarda yer almas\u0131n\u0131 sa\u011flar ve ba\u015fl\u0131k optimizasyonunun b\u00fcy\u00fck \u00f6l\u00e7ekte sistematik olarak uygulanabilmesini m\u00fcmk\u00fcn k\u0131lar. Belirli bir ba\u015fl\u0131k form\u00fcl\u00fc olmayan kataloglarda her \u00fcr\u00fcn\u00fcn ayr\u0131 ayr\u0131 ele al\u0131nmas\u0131 gerekir. Tan\u0131ml\u0131 bir form\u00fcle sahip kataloglarda ise yaln\u0131zca \u015fablon de\u011fi\u015ftirilerek t\u00fcm yap\u0131 g\u00fcncellenebilir.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Standart Ba\u015fl\u0131k Form\u00fcl\u00fc:<\/strong><br\/>[Marka] + [\u00dcr\u00fcn T\u00fcr\u00fc] + [Temel Ay\u0131rt Edici \u00d6zellik] + [Varyant: Beden \/ Renk \/ Materyal]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>\u00d6rnek (Giyim):<\/strong><br\/>Patagonia Polar Ceket Hafif Geri D\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f Lacivert Medium<br\/><br\/><strong>\u00d6rnek (Elektronik):<\/strong><br\/>Sony Kablosuz Kulakl\u0131k G\u00fcr\u00fclt\u00fc Engelleme Kulak \u00dcst\u00fc Siyah<br\/><br\/><strong>\u00d6rnek (Ev &amp; Ya\u015fam):<\/strong><br\/>Le Creuset D\u00f6k\u00fcm Demir Dutch Oven 5,5 Quart Flame Orange<br\/><\/p>\n\n<p class=\"wp-block-paragraph\">Marka bilinirli\u011fi sat\u0131n alma niyetini etkileyen \u00fcr\u00fcnlerde marka ad\u0131n\u0131 ba\u015fa al\u0131n. Kullan\u0131c\u0131 \u00f6zellikle markan\u0131z\u0131 ar\u0131yorsa, marka ad\u0131n\u0131 ilk s\u0131raya yerle\u015ftirmek ba\u015fl\u0131k kesilmeden \u00f6nce g\u00f6r\u00fcn\u00fcr alanda kalmas\u0131n\u0131 sa\u011flar. Kategorinizde marka temel bir sat\u0131n alma kriteri de\u011filse, ilk s\u0131rada \u00fcr\u00fcn t\u00fcr\u00fcne yer verin.  <\/p>\n\n<p class=\"wp-block-paragraph\">\u00dcr\u00fcn t\u00fcr\u00fcn\u00fc ikinci s\u0131raya, ana anahtar kelime oda\u011f\u0131 olarak yerle\u015ftirin. Bu ifade, \u00fcr\u00fcnle alakal\u0131 en geni\u015f arama sorgular\u0131yla e\u015fle\u015fen temel terimdir. \u00d6rne\u011fin \u201cPolar Ceket\u201d bir \u00fcr\u00fcn t\u00fcr\u00fcd\u00fcr. \u201cOutdoor Katmanlama \u00dcr\u00fcn\u00fc\u201d ise kullan\u0131c\u0131lar\u0131n arama yaparken kullanmad\u0131\u011f\u0131 pazarlama odakl\u0131 bir ifadedir. Marka ekibinin tercih etti\u011fi ifadeyi de\u011fil, m\u00fc\u015fterilerin ger\u00e7ekten arad\u0131\u011f\u0131 terimi kullan\u0131n.    <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Temel ay\u0131rt edici \u00f6zelli\u011fi \u00fc\u00e7\u00fcnc\u00fc s\u0131raya yerle\u015ftirin.<\/strong> Bu, \u00fcr\u00fcn\u00fc katalo\u011funuzdaki veya genel pazardaki ayn\u0131 t\u00fcrdeki di\u011fer \u00fcr\u00fcnlerden ay\u0131ran \u00f6zelliktir. Hafif, su ge\u00e7irmez, g\u00fcr\u00fclt\u00fc engelleyici, organik, el yap\u0131m\u0131 gibi ifadeler buna \u00f6rnektir. Burada ama\u00e7, \u00fcr\u00fcn\u00fc genel kategoriden anlaml\u0131 bi\u00e7imde farkl\u0131la\u015ft\u0131ran \u00f6zelli\u011fi \u00f6ne \u00e7\u0131karmakt\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Varyant \u00f6zelliklerini en sona yerle\u015ftirin.<\/strong> Beden, renk, materyal ve model numaras\u0131 gibi bilgiler ba\u015fl\u0131\u011f\u0131n sonunda yer alabilir. Bu \u00f6zellikler uzun kuyruklu arama sorgular\u0131yla e\u015fle\u015fmeye katk\u0131da bulunur ve Google\u2019\u0131n do\u011fru \u00fcr\u00fcn varyant\u0131n\u0131 do\u011fru kullan\u0131c\u0131ya g\u00f6stermesine yard\u0131mc\u0131 olur. Ancak g\u00f6r\u00fcn\u00fcr ba\u015fl\u0131k alan\u0131nda mutlaka bulunmalar\u0131 gerekmez. \u00d6rne\u011fin \u201cPolar Ceket Hafif Geri D\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f\u201d ba\u015fl\u0131kl\u0131 bir \u00fcr\u00fcne t\u0131klayan kullan\u0131c\u0131, \u00fcr\u00fcn sayfas\u0131nda renk ve beden gibi varyant se\u00e7eneklerini zaten g\u00f6rmeyi bekler.  <\/p>\n\n<h2 class=\"wp-block-heading\">Kategoriye \u00d6zel Uyarlamalar ve \u00d6rnekler<\/h2>\n\n<p class=\"wp-block-paragraph\">Temel form\u00fcl \u00e7o\u011fu kategoride ge\u00e7erlili\u011fini korur; ancak belirli \u00f6zelliklerin \u00f6nemi ve ba\u015fl\u0131ktaki konumu, kullan\u0131c\u0131lar\u0131n ilgili kategoride nas\u0131l arama yapt\u0131\u011f\u0131na g\u00f6re de\u011fi\u015fir. A\u015fa\u011f\u0131daki \u00f6nce\/sonra \u00f6rnekleri, bu form\u00fcl\u00fcn \u00fc\u00e7 farkl\u0131 \u00fcr\u00fcn kategorisine nas\u0131l uyarland\u0131\u011f\u0131n\u0131 g\u00f6stermektedir. <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Kategori<\/strong><\/td><td><strong>\u00d6nce<\/strong><\/td><td><strong>Sonra<\/strong><\/td><td><strong>Neden \u0130\u015fe Yarar?<\/strong><\/td><\/tr><tr><td><strong>Giyim<\/strong><\/td><td><em>WMS-BLK-L-032<\/em><\/td><td>Nike Kad\u0131n Ko\u015fu \u015eortu Dri-FIT Siyah Large<\/td><td>Marka ad\u0131 ilk s\u0131rada yer al\u0131r \u00e7\u00fcnk\u00fc g\u00fc\u00e7l\u00fc bir sat\u0131n alma sinyalidir. Ard\u0131ndan \u00fcr\u00fcn t\u00fcr\u00fc ve cinsiyet bilgisi, farkl\u0131la\u015ft\u0131r\u0131c\u0131 olarak materyal teknolojisi ve son olarak varyant bilgisi gelir. B\u00f6ylece ba\u015fl\u0131k, neredeyse hi\u00e7 anahtar kelime sinyali vermeyen bir yap\u0131dan kapsaml\u0131 arama e\u015fle\u015fmesi sa\u011flayan bir yap\u0131ya d\u00f6n\u00fc\u015f\u00fcr. <\/td><\/tr><tr><td><strong>T\u00fcketici Elektroni\u011fi<\/strong><\/td><td><em>Bluetooth Hoparl\u00f6r Ta\u015f\u0131nabilir<\/em><\/td><td>JBL Ta\u015f\u0131nabilir Bluetooth Hoparl\u00f6r Su Ge\u00e7irmez 20W Bass Boost Siyah<\/td><td>Marka, \u00fcr\u00fcn listelemesinin temelini olu\u015fturur. \u00dcr\u00fcn t\u00fcr\u00fc korunurken su ge\u00e7irmezlik ve 20W g\u00fc\u00e7, kullan\u0131c\u0131lar\u0131n sat\u0131n alma karar\u0131nda filtreledi\u011fi spesifik \u00f6zellikler olarak \u00f6ne \u00e7\u0131kar\u0131l\u0131r. Renk varyant\u0131 ise ba\u015fl\u0131\u011f\u0131n sonunda yer al\u0131r.   <\/td><\/tr><tr><td><strong>Ev &amp; Ya\u015fam<\/strong><\/td><td><em>B\u00fcy\u00fck Ah\u015fap Kesme Tahtas\u0131 Mutfak<\/em><\/td><td>John Boos Ak\u00e7aa\u011fa\u00e7 Kesme Tahtas\u0131 B\u00fcy\u00fck 20\u00d715 \u0130n\u00e7 U\u00e7tan Kesim<\/td><td>Marka ad\u0131 ilk s\u0131rada yer al\u0131r. Malzeme (ak\u00e7aa\u011fa\u00e7) bu kategoride temel bir kalite sinyalidir. \u00d6l\u00e7\u00fcler sat\u0131n alma karar\u0131n\u0131 do\u011frudan etkileyen \u00f6nemli bir fakt\u00f6rd\u00fcr. U\u00e7tan kesim (End Grain) yap\u0131s\u0131 ise kategoriyi bilen ve daha spesifik bir \u00fcr\u00fcn arayan kullan\u0131c\u0131lar i\u00e7in \u00fcr\u00fcn\u00fc farkl\u0131la\u015ft\u0131ran \u00f6nemli bir \u00f6zelliktir.   <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">\u00dc\u00e7 \u00f6rnekte de ayn\u0131 yakla\u015f\u0131m ge\u00e7erlidir: genel veya \u015firket i\u00e7i ifadeleri, kullan\u0131c\u0131n\u0131n ne istedi\u011fini bildi\u011finde arama alan\u0131na yazaca\u011f\u0131 spesifik \u00fcr\u00fcn \u00f6zellikleriyle de\u011fi\u015ftirin. Buradaki iyile\u015ftirme ba\u015fl\u0131\u011fa daha fazla kelime eklemek de\u011fildir; yanl\u0131\u015f kelimeleri do\u011fru kelimelerle de\u011fi\u015ftirmek ve bunlar\u0131 do\u011fru s\u0131raya yerle\u015ftirmektir.  <\/p>\n\n<h2 class=\"wp-block-heading\">\u00dcr\u00fcn Ba\u015fl\u0131\u011f\u0131nda Neler Yer Almamal\u0131?<\/h2>\n\n<p class=\"wp-block-paragraph\">Neleri dahil edece\u011finizi bilmek kadar, neleri hari\u00e7 tutaca\u011f\u0131n\u0131z\u0131 bilmek de \u00f6nemlidir. \u00dcr\u00fcn ba\u015fl\u0131klar\u0131nda s\u0131k kullan\u0131lan baz\u0131 unsurlar gereksiz yere karakter alan\u0131 t\u00fcketebilir, politika uyar\u0131lar\u0131na yol a\u00e7abilir veya anahtar kelime sinyalini zay\u0131flatabilir. <\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Ka\u00e7\u0131n\u0131lmas\u0131 Gerekenler<\/strong><\/td><td><strong>Neden Zararl\u0131d\u0131r?<\/strong><\/td><\/tr><tr><td><strong>Promosyon \u0130fadeleri<\/strong><\/td><td>\u201c\u0130ndirim\u201d, \u201cEn \u0130yi Fiyat\u201d, \u201c\u00dccretsiz Kargo\u201d veya \u201cS\u0131n\u0131rl\u0131 Teklif\u201d gibi promosyon ifadelerinin \u00fcr\u00fcn ba\u015fl\u0131klar\u0131nda kullan\u0131lmas\u0131 Google Shopping politikalar\u0131n\u0131 ihlal edebilir ve \u00fcr\u00fcn\u00fcn reddedilmesine yol a\u00e7abilir. Bu t\u00fcr bilgiler ba\u015fl\u0131kta de\u011fil, ilgili promosyon alanlar\u0131nda yer almal\u0131d\u0131r. <\/td><\/tr><tr><td><strong>TAMAMI B\u00dcY\u00dcK HARFL\u0130 kelimeler veya ifadeler<\/strong><\/td><td>Tamam\u0131 b\u00fcy\u00fck harfle yaz\u0131lm\u0131\u015f ifadeler politika sorunlar\u0131na yol a\u00e7abilir ve CTR a\u00e7\u0131s\u0131ndan da olumsuz etki yaratabilir. Kullan\u0131c\u0131 a\u00e7\u0131s\u0131ndan ba\u011f\u0131r\u0131yormu\u015f gibi g\u00f6r\u00fcn\u00fcr, \u00fcr\u00fcn listelemesinin alg\u0131lanan kalitesini d\u00fc\u015f\u00fcr\u00fcr ve reddedilme riskini art\u0131r\u0131r. <\/td><\/tr><tr><td><strong>A\u015f\u0131r\u0131 noktalama i\u015fareti kullan\u0131m\u0131<\/strong><\/td><td>Birden fazla \u00fcnlem i\u015fareti, \u00fc\u00e7 nokta veya dekoratif semboller gereksiz yere karakter alan\u0131 t\u00fcketir ve alaka sinyalini zay\u0131flatabilir. \u00dcr\u00fcn ba\u015fl\u0131\u011f\u0131 bir pazarlama slogan\u0131 de\u011fil, yap\u0131land\u0131r\u0131lm\u0131\u015f bir veri alan\u0131d\u0131r. <\/td><\/tr><tr><td><strong>Belirsiz kategori ifadeleri<\/strong><\/td><td>\u201c\u00dcr\u00fcn\u201d, \u201c\u00d6\u011fe\u201d, \u201cMal\u201d gibi genel ifadeler veya kullan\u0131c\u0131 i\u00e7in hi\u00e7bir anlam ta\u015f\u0131mayan \u015firket i\u00e7i kategori adlar\u0131, anahtar kelime a\u00e7\u0131s\u0131ndan de\u011fer sa\u011flamaz ve sorgu e\u015fle\u015fmesinin kalitesini d\u00fc\u015f\u00fcr\u00fcr.<\/td><\/tr><tr><td><strong>Ayn\u0131 kelimenin gereksiz yere tekrarlanmas\u0131<\/strong><\/td><td>Ayn\u0131 \u00f6zelli\u011fi iki kez tekrarlamak (\u201cSiyah Ceket Koyu Siyah\u201d gibi) e\u015fle\u015fme kalitesini art\u0131rmaz; aksine farkl\u0131 anahtar kelime sinyalleri i\u00e7in kullan\u0131labilecek de\u011ferli karakter alan\u0131n\u0131 bo\u015fa harcar.<\/td><\/tr><tr><td><strong>Pazarlama sloganlar\u0131<\/strong><\/td><td>Marka sloganlar\u0131, konumland\u0131rma ifadeleri veya pazarlama ama\u00e7l\u0131 a\u00e7\u0131klay\u0131c\u0131 metinler \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131nda de\u011fil, a\u00e7\u0131klama alan\u0131nda yer almal\u0131d\u0131r. \u00d6rne\u011fin \u201cOutdoor Tutkunlar\u0131 \u0130\u00e7in \u00dcretildi\u201d bir \u00fcr\u00fcn t\u00fcr\u00fc de\u011fildir. <\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">Katalo\u011fu Ba\u015ftan Olu\u015fturmadan B\u00fcy\u00fck \u00d6l\u00e7ekte Ba\u015fl\u0131k Testi Yapmak<\/h2>\n\n<p class=\"wp-block-paragraph\">B\u00fcy\u00fck kataloglarda t\u00fcm \u00fcr\u00fcnlerin ba\u015fl\u0131klar\u0131n\u0131 ayn\u0131 anda de\u011fi\u015ftirmek risklidir. Yeni ba\u015fl\u0131k yap\u0131s\u0131 bir \u00fcr\u00fcn grubundaki alaka skorlar\u0131n\u0131 d\u00fc\u015f\u00fcr\u00fcrse, sorun fark edilene kadar binlerce SKU\u2019nun ROAS\u2019\u0131 olumsuz etkilenebilir. Daha kontroll\u00fc bir yakla\u015f\u0131m, de\u011fi\u015fiklikleri t\u00fcm katalo\u011fa yaymadan \u00f6nce belirli bir \u00fcr\u00fcn grubunda test etmek i\u00e7in \u00f6zel etiketler ve kampanya segmentasyonu kullan\u0131r. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ad\u0131m 1: Bir test segmenti se\u00e7in.<\/strong> Kategori ortalamalar\u0131na k\u0131yasla d\u00fc\u015f\u00fck performans g\u00f6steren bir \u00fcr\u00fcn grubu belirleyin. \u0130statistiksel a\u00e7\u0131dan anlaml\u0131 sonu\u00e7lar elde etmek i\u00e7in 50\u2013200 \u00fcr\u00fcnl\u00fck bir grup yeterlidir. Bu \u00fcr\u00fcnleri test grubu olarak i\u015faretlemek i\u00e7in \u00f6zel bir etiket kullan\u0131n.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ad\u0131m 2: G\u00fcncellenmi\u015f ba\u015fl\u0131k yap\u0131s\u0131n\u0131 test grubuna uygulay\u0131n.<\/strong> Bir feed kural\u0131 olu\u015fturun veya test grubundaki \u00fcr\u00fcnlerin ba\u015fl\u0131klar\u0131n\u0131 do\u011frudan g\u00fcncelleyerek belirlenen form\u00fcle g\u00f6re yap\u0131land\u0131r\u0131n. Test s\u00fcresi boyunca teklifleri, kampanya yap\u0131s\u0131n\u0131 veya di\u011fer de\u011fi\u015fkenleri de\u011fi\u015ftirmeyin. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ad\u0131m 3: Testi \u00fc\u00e7 ila d\u00f6rt hafta boyunca \u00e7al\u0131\u015ft\u0131r\u0131n.<\/strong> Shopping performans verilerinin feed de\u011fi\u015fikliklerinden sonra dengelenmesi zaman al\u0131r. Google feed\u2019i yeniden indeksler ve ba\u015fl\u0131k g\u00fcncellemesinin ard\u0131ndan birka\u00e7 g\u00fcn i\u00e7inde alaka sinyallerini yeniden de\u011ferlendirir. \u0130lk hafta i\u00e7inde elde edilen sonu\u00e7lar g\u00fcvenilir olmayabilir. \u00dc\u00e7 haftal\u0131k bir test s\u00fcresi, de\u011fi\u015fiklik \u00f6ncesindeki temel performansla anlaml\u0131 bir kar\u015f\u0131la\u015ft\u0131rma yapabilmek i\u00e7in yeterli veri sa\u011flar.   <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Ad\u0131m 4: G\u00f6sterim pay\u0131, CTR ve d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131 \u00f6l\u00e7\u00fcn.<\/strong> Ba\u015fl\u0131k de\u011fi\u015fikliklerinin ROAS \u00fczerindeki iyile\u015ftirici etkisi s\u0131ras\u0131yla \u00fc\u00e7 temel metrik \u00fczerinden ilerler: Daha alakal\u0131 sorgular \u00fcr\u00fcnle e\u015fle\u015fmeye ba\u015flad\u0131k\u00e7a hedef sorgulardaki g\u00f6sterim pay\u0131 artar; ba\u015fl\u0131k daha a\u00e7\u0131klay\u0131c\u0131 ve spesifik h\u00e2le geldik\u00e7e daha fazla kullan\u0131c\u0131 t\u0131klar ve CTR y\u00fckselir; sorgu ile landing page aras\u0131ndaki uyum g\u00fc\u00e7lendik\u00e7e de d\u00f6n\u00fc\u015f\u00fcm oran\u0131 artar. <\/p>\n\n<p class=\"wp-block-paragraph\">G\u00f6sterim pay\u0131 ve CTR y\u00fckselmesine ra\u011fmen d\u00f6n\u00fc\u015f\u00fcm oran\u0131 iyile\u015fmiyorsa, incelenmesi gereken bir sonraki de\u011fi\u015fken landing page\u2019dir.<\/p>\n\n<h2 class=\"wp-block-heading\">Ba\u015fl\u0131k M\u00fchendisli\u011fi, D\u00f6n\u00fc\u015f\u00fcm M\u00fchendisli\u011fidir<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00dcr\u00fcn ba\u015fl\u0131\u011f\u0131, bir Shopping feed\u2019indeki en y\u00fcksek etkiye sahip alanlardan biridir. \u00dcr\u00fcn\u00fcn hangi sorgularda g\u00f6sterilebilece\u011fini belirler, reklam metninin kalitesini etkiler ve kullan\u0131c\u0131 daha t\u0131klamadan sat\u0131n alma g\u00fcvenini \u015fekillendirir. Ba\u015fl\u0131klar\u0131 bir performans optimizasyonu konusu yerine yaln\u0131zca veri giri\u015fi i\u015fi olarak g\u00f6ren ekipler, mevcut ROAS\u2019lar\u0131 ile ayn\u0131 katalog ve b\u00fct\u00e7enin daha iyi verilerle sa\u011flayabilece\u011fi sonu\u00e7 aras\u0131nda \u00f6l\u00e7\u00fclebilir bir performans fark\u0131 b\u0131rak\u0131r.  <\/p>\n\n<p class=\"wp-block-paragraph\">Form\u00fcl karma\u015f\u0131k de\u011fildir: Marka, \u00fcr\u00fcn t\u00fcr\u00fc, ay\u0131rt edici \u00f6zellik, varyant. Ticari a\u00e7\u0131dan en \u00f6nemli terimleri ba\u015fl\u0131\u011f\u0131n \u00f6n k\u0131sm\u0131na yerle\u015ftirin. Kullan\u0131c\u0131n\u0131n g\u00f6rd\u00fc\u011f\u00fc alanda en kritik bilgileri ilk 70 karakter i\u00e7inde tutun. Gereksiz yer kaplayan veya politika sorunlar\u0131na yol a\u00e7abilecek her \u015feyi \u00e7\u0131kar\u0131n. Yeni \u00fcr\u00fcnlerin en ba\u015f\u0131ndan do\u011fru yap\u0131yla sisteme girmesi i\u00e7in bu ba\u015fl\u0131k yap\u0131s\u0131n\u0131 feed kurallar\u0131 arac\u0131l\u0131\u011f\u0131yla katalog genelinde tutarl\u0131 bi\u00e7imde uygulay\u0131n.     <\/p>\n\n<p class=\"wp-block-paragraph\">Shopping a\u00e7\u0131k art\u0131rmalar\u0131nda s\u00fcrekli olarak daha iyi performans g\u00f6steren kataloglar her zaman en y\u00fcksek teklifleri verenler de\u011fildir. Bunlar, bir noktada \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 alan\u0131n\u0131n ciddiye al\u0131nmas\u0131 gereken bir performans unsuru oldu\u011funa karar veren kataloglard\u0131r. Bug\u00fcn feed y\u00f6neten her ekip ayn\u0131 karar\u0131 verebilir.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bir Shopping \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 ayn\u0131 anda \u00fc\u00e7 g\u00f6revi yerine getirir. Google\u2019a \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi arama sorgular\u0131yla alakal\u0131 oldu\u011funu s\u00f6yleyen temel anahtar kelime sinyalidir. Kullan\u0131c\u0131n\u0131n t\u0131klay\u0131p t\u0131klamamaya karar verirken okudu\u011fu ilk metindir. Ayn\u0131 zamanda \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi a\u00e7\u0131k art\u0131rma segmentlerine girece\u011fini do\u011frudan etkileyen bir hedefleme girdisidir. Tek bir alan, \u00fc\u00e7 farkl\u0131 i\u015flev. \u00c7o\u011fu \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 ise bu \u00fc\u00e7 [&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-1221","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 Ba\u015fl\u0131\u011f\u0131 M\u00fchendisli\u011fi: Ger\u00e7ekten T\u0131klama Getiren Ba\u015fl\u0131klar Nas\u0131l Yap\u0131land\u0131r\u0131l\u0131r? - 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-basligi-muhendisligi-gercekten-tiklama-getiren-basliklar-nasil-yapilandirilir\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00dcr\u00fcn Ba\u015fl\u0131\u011f\u0131 M\u00fchendisli\u011fi: Ger\u00e7ekten T\u0131klama Getiren Ba\u015fl\u0131klar Nas\u0131l Yap\u0131land\u0131r\u0131l\u0131r? - VisibleWise\" \/>\n<meta property=\"og:description\" content=\"Bir Shopping \u00fcr\u00fcn ba\u015fl\u0131\u011f\u0131 ayn\u0131 anda \u00fc\u00e7 g\u00f6revi yerine getirir. Google\u2019a \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi arama sorgular\u0131yla alakal\u0131 oldu\u011funu s\u00f6yleyen temel anahtar kelime sinyalidir. Kullan\u0131c\u0131n\u0131n t\u0131klay\u0131p t\u0131klamamaya karar verirken okudu\u011fu ilk metindir. Ayn\u0131 zamanda \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn hangi a\u00e7\u0131k art\u0131rma segmentlerine girece\u011fini do\u011frudan etkileyen bir hedefleme girdisidir. 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