Dec 10, 2025 0 reads

5 Ways to Accurately Measure Sales Impact with Google MMM

Google MMM (Marketing Mix Modeling) is one of the most powerful statistical methods for understanding the true value of your marketing budget in a cookieless world. This approach measures the total impact of all factors that influence sales — from TV ads to digital spend, from discounts to seasonality — and determines the incremental contribution of each channel. Tools like Google’s open-source solution Meridian make MMM more accessible than ever. With a properly built MMM model, you can clearly see which portion of your spend generates true incremental sales and optimize your budget for maximum ROI.1. Comprehensive and Holistic Data Collection: The Foundation of the ModelThe first and most critical step in accurately measuring sales uplift is collecting complete, clean, and well-structured data to feed the Google MMM model. MMM analyzes what has happened in the past to predict future “what if” scenarios. The accuracy of these predictions depends entirely on the quality and completeness of the data you provide.If you exclude an important data source (for example, competitor pricing or TV spend), the model may incorrectly attribute its effect to another channel — a problem known as misattribution. This can cause severe mistakes in budget allocation.For a strong MMM setup, you typically need at least 2–3 years of weekly (or ideally daily) historical data across: Dependent Variables: Weekly sales revenue, units sold, or new customer count. Marketing Variables: Spend, impressions, and clicks for Google Ads, Meta, YouTube, TV, radio, etc. External Control Variables: Discounts, promotional periods (e.g., Black Friday), competitor keyword spend, inflation, and other macro-economic indicators. Even though Google Meridian supports native integration for Ads, GA4, and YouTube, a truly holistic MMM model requires combining all online and offline data sources.2. Modeling External Factors and Seasonality: Removing NoiseOne of MMM’s greatest strengths is its ability to separate marketing impact from external influences. Sales never occur in isolation — they are shaped by seasonality, holidays, economic shifts, and competitor actions.If you don’t include these factors, the model may falsely assume your campaigns caused certain sales behaviors. For example, if you are a summer-season product brand and don’t model seasonality, the model may think your summer ad spend is solely responsible for the natural sales lift.Key external variables include: Seasonality: Predictable demand cycles (summer/winter, back-to-school, etc.) Special Days & Holidays: Black Friday, Valentine’s Day, Ramadan, etc. Economic Factors: Inflation, currency fluctuations, unemployment rates Competitor Actions: Major promotions, aggressive price drops Weather Data: Important for categories like umbrellas, HVAC, sports gear Google’s Bayesian MMM methods offer more flexibility than traditional regression models, allowing the model to separate the effects of multiple overlapping variables (e.g., a TV campaign and sunny weather boosting sales in the same week).3. Adstock and Saturation Analysis: Understanding Real Advertising ImpactMMM embraces two fundamental realities of advertising:1. Adstock (Lagged Advertising Effect): The effect of an ad doesn’t disappear instantly. A TV ad seen on Tuesday may still influence a purchase on Friday. MMM distributes this effect over time — without Adstock, the ROI of channels like TV is greatly underestimated.2. Saturation (Diminishing Returns): Spending more on a channel does not always mean increasing sales at the same rate. MMM identifies the “S-curve” for each channel to show when marginal returns start decreasing.This allows MMM to tell you:“Stop increasing spend on Channel A — it has reached saturation. Move your budget to Channel B where you can still generate incremental lift.”4. Validating the Model with Incrementality TestingMMM is a statistical model, and its predictions must be validated against real-world tests. The best way to do this is through incrementality tests — such as A/B tests or geo-tests — where you intentionally increase, decrease, or stop spending in a test region and compare results with a control region.If the MMM prediction and the real-world test results are aligned, it confirms the reliability (calibration) of your model.For example:“Reducing YouTube spend by 50% led to an 8% sales decline.”If MMM predicted a 7–9% drop, the model is well-calibrated and trustworthy for future planning.5. Budget Optimization & Scenario Planning: The Ultimate Value of MMMThe true power of MMM lies in its ability to turn analysis into strategy. Once MMM understands channel efficiency, lag effects, and diminishing returns, it becomes a budget optimizer. You can ask the model: Scenario 1 – Maximum ROI: “How do I allocate my current budget to maximize revenue?” Scenario 2 – Budget Increase: “If my budget increases 20%, where should I invest the additional amount?” Scenario 3 – Budget Cuts: “If I must reduce spend by 30%, where will cuts hurt the least?” Google Meridian enables running these simulations easily, turning MMM into a future-focused strategic tool rather than just a historical report.FAQWhy does the removal of cookies make MMM more important?MMM doesn’t rely on individual tracking or third-party cookies. While Multi-Touch Attribution becomes less reliable in a privacy-first world, MMM remains fully functional — making it one of the most dependable ROI measurement methods today.How is Google MMM (Meridian) different from traditional MMM? Speed & Accessibility: Open-source structure reduces cost and complexity. Improved Data Integration: Seamlessly connects Ads, GA4, and YouTube data. Bayesian Modeling: Provides probability ranges instead of single fixed numbers, reducing uncertainty. Is MMM suitable for small businesses?MMM works best for companies investing in multiple channels with 2–3 years of historical data. For smaller businesses, incrementality tests or GA4-based modeling may be more practical starting points.How often should MMM be updated?MMM is not a one-and-done exercise. It should be refreshed every quarter or at least every 6 months — especially after major campaigns like Black Friday or significant market changes.Can MMM measure brand awareness?MMM is optimized for hard metrics like sales. For softer metrics like brand awareness, Brand Lift studies are more suitable. However, MMM can indirectly model awareness by using branded search volume as the dependent variable.

Nov 26, 2025 0 reads

5 Ways to Measure Sales Uplift Accurately with Google MMM

5 Ways to Measure Sales Uplift Accurately with Google MMMGoogle MMM (Marketing Mix Modeling) is one of the most powerful statistical methods to understand the true value of your marketing budget in a cookieless world. This modeling quantifies both the total impact on sales from all drivers—from TV to digital spend, from price discounts to seasonality—and the incremental contribution of each. Open-source solutions such as Google’s Meridian make these analyses more accessible. With a proper MMM setup, you can see how much of the money invested in each channel returns as true, incremental sales and optimize your budget for the highest ROI.1) Comprehensive, Holistic Data Collection: The Foundation of the ModelThe first and most critical step to measuring sales uplift correctly is collecting complete, clean data to feed the Google MMM model. MMM analyzes “what happened” in the past to forecast “what if” scenarios for the future. The accuracy of this analysis depends entirely on the quality and breadth of your data. The model wants to observe every plausible sales driver together. If you omit key data (e.g., competitor pricing or TV spend), the model may misattribute the missing effect to channels you did include (e.g., Google Search). This “misattribution” leads to flawed budget decisions.For a successful Google MMM project, at least 2–3 years of weekly (ideally daily) granular data is recommended. Typical data categories include: Dependent Variable (Outcome): Weekly total revenue, units sold, or new customer count. Marketing Variables (Drivers): Weekly spend, impressions, and clicks for each channel (Google Ads, Meta, YouTube, TV, radio, etc.). External Control Variables: Price changes, promotion periods (e.g., Black Friday), competitor keyword spend, macroeconomic indicators (e.g., inflation). While modern MMM solutions like Google Meridian ease direct integration with Google Ads, GA4, and YouTube, achieving a holistic view requires consolidating all offline and online data sources.2) Model External Factors and Seasonality: Separate Signal from NoiseMMM’s strength is distinguishing the uplift caused by your marketing from forces outside your control. Sales never happen in a vacuum; seasons, holidays, economic shifts, and competitor moves all shape your curve. For example, if you sell ice cream, summer will naturally lift sales. If you don’t include this “seasonality” in the model, it may wrongly assign the summer bump entirely to higher YouTube spend, inflating YouTube’s ROI by 30–40% and skewing your plan.To isolate true incremental lift from your channels, include external factors such as: Seasonality: Predictable demand swings (summer/winter, back-to-school, etc.). Holidays and Events: Eid, Black Friday, Valentine’s Day, etc. Economic Indicators: Inflation, unemployment, FX rates. Competitive Actions: Heavy promotions, aggressive price cuts. Weather: Especially for weather-sensitive categories (ACs, umbrellas, ski gear). Google’s Bayesian MMM approaches flexibly model probabilistic impacts of these variables versus traditional regressions—e.g., disentangling the effects of both TV and sunny weather on this week’s sales.3) Adstock (Lagged Effects) and Saturation AnalysisTwo realities of advertising: effects persist (Adstock) and diminishing returns exist (Saturation). Adstock means a TV ad seen on Tuesday can still influence a purchase on Friday. Without adstock, all TV impact would be credited to the flight week, undercounting long-tail ROI. Google MMM distributes lagged effects per channel (e.g., TV memory of 3 weeks versus 2 days for display).Saturation (diminishing returns) means doubling spend doesn’t double sales once you approach audience limits. MMM fits S-curves per channel, revealing where you’re at or near saturation. This is the heart of optimization: “Don’t overinvest in Channel A; shift budget to Channel B that hasn’t saturated yet to lift total sales by ~10%.”4) Validate the Model with Incrementality TestsMMM is a statistical model trained on historical data; validating its predictions against the real world is vital. Controlled incrementality tests (A/B or geo experiments) do exactly that: choose a test region/segment and raise/cut spend (e.g., +50%) while holding a control constant. The post-test sales delta quantifies true incremental lift.Then compare this experimental result (e.g., “Cutting YouTube by 50% reduced sales by 8%”) to your MMM’s prediction (e.g., “7–9% drop”). Close alignment indicates the model is well-calibrated and trustworthy for forward planning. Google’s Lift and geo-based tests are powerful here. If MMM is your compass, incrementality tests are the calibration check.5) Budget Optimization and Scenario Planning: MMM’s EndgameThe ultimate purpose of MMM is to optimize future budget allocation for maximum ROI. After learning each channel’s incremental lift, adstock, and saturation curve, MMM becomes a simulator: “With a 5M TL budget for the next 3 months, what allocation maximizes sales?”Open-source tools like Google Meridian enable scenario planning such as: Max ROI: Rebalance from saturated to efficient channels. Budget Increase: If +20% budget, where should it go and what’s the sales delta? Budget Cut: If −30%, which cuts minimize sales loss? This turns MMM from a rearview mirror into a forward-looking decision engine.Frequently Asked Questions (FAQ)Why did cookie deprecation make MMM so relevant?MMM does not rely on user-level tracking; it models aggregates (e.g., weekly TV spend vs. weekly sales). As third-party cookies fade and user-path models like MTA weaken, MMM offers a privacy-first, channel-agnostic way to measure ROI holistically—hence Google’s investment in solutions like Meridian.How does Google MMM (Meridian) differ from traditional MMM? Speed & Accessibility: Open-source lowers cost and adoption barriers. Data Integration: Easier, more granular ingestion of Google Ads, GA4, YouTube. Modern Statistics: Bayesian methods provide probability ranges (e.g., ROI is 2.2–2.8 with 90% credence) versus single-point estimates, improving decision confidence. Is MMM suitable for small businesses?MMM works best when multiple channels (online & offline) are used consistently and 2–3 years of data exist—typically mid-to-large advertisers. If you’re small or using only 1–2 channels, start with incrementality tests and GA4 conversion modeling; add MMM as data and channel diversity grow.How often should MMM be refreshed?MMM isn’t “set-and-forget.” Refit every quarter or at least semiannually, and especially after major events (e.g., Black Friday, a new competitor) to keep recommendations accurate.Can MMM measure brand metrics like awareness?MMM is strongest on concrete commercial outcomes (sales, revenue). For brand KPIs, use survey-based Brand Lift tests. Alternatively, you can model branded search volume as the dependent variable to infer which channels drive brand interest.

Aug 14, 2025 0 reads

How to Turn Back-to-School Season into Profit for E-Commerce?

How to Turn the Back-to-School Season into Profit for E-Commerce?Back to School is one of the busiest and most profitable periods of the year for e-commerce businesses. Standing out during this high-demand season with the right strategies is the key to boosting sales and gaining new customer segments. From effective campaign planning to the right product selection and targeted marketing activities, every step you take will help you maximize the commercial opportunity that September offers. In this article, you’ll discover how to turn the rise in household spending during September into revenue and explore campaign strategies that work.1. Capture the Back-to-School Demand SurgeDuring this period, families focus on school shopping, creating significant traffic and conversion potential for e-commerce sites. For example, the global Back to School market was valued at approximately USD 172.35 billion in 2024 and is expected to reach USD 230.15 billion by 2030, with an annual growth rate of 4.8%. In Turkey, increased spending during the school season means significant demand growth, especially in stationery, clothing, and electronics.To turn this potential into profit, e-commerce sites should create September-specific “Back to School” keyword-optimized product pages, promotional collections, and homepage highlights. From an SEO perspective, using high-search-volume terms like “back to school e-commerce campaign” in titles, meta descriptions, and product collections can directly improve sales performance.2. Use SEO to Stand Out in the Right Product SearchesParents and students actively search for specific products such as “backpack,” “notebook,” or “tablet” when the school season begins. This is where e-commerce SEO comes into play: product descriptions should be optimized with clear, user-focused keywords. For example, “large squared notebook” or “A4 notebook” should be tailored to match user search intent.Product naming is critical. Instead of purely technical descriptions like “21×30 cm notebook,” using more commonly searched terms like “large notebook” makes products easier for parents to find, boosting visibility and increasing conversion rates.3. Increase Sales with Effective Campaign StructuresBack-to-School campaigns shouldn’t be limited to stationery; promotions for clothing, electronics, and other student lifestyle needs can have a significant impact. According to Ticimax, Back to School campaigns are typically scheduled from the second week of August through September, making the timing of digital marketing crucial.Recommended campaign types include: discounted bundle sets (e.g., notebook + pen + backpack + electronics), “second item discount,” bundle offers, free gifts, or social responsibility themes (e.g., donating a portion of sales to education). These campaigns can increase the average order value per visitor and strengthen brand loyalty.4. Expand Reach with Social Media and Influencer CollaborationsDuring the Back to School season, social media channels are at the center of both organic and paid reach opportunities for e-commerce brands. Platforms such as Instagram, TikTok, and YouTube are filled with school shopping hauls, stationery recommendations, student outfits, and “back to school haul” videos. Brands can leverage these trends by adapting their product promotions into fun and shareable content formats. Using trending sounds and viral hashtags in September campaigns helps content surface in algorithms.Influencer collaborations give direct access to the target audience. Micro-influencers naturally introduce products aimed at parents or students, building trust. These partnerships create social proof, accelerating purchase decisions. For example, a stationery set review by an influencer can achieve up to 30% higher conversion rates compared to product descriptions alone.5. Use Email Marketing to Offer Exclusive Deals to Loyal CustomersEmail marketing is one of the most effective ways to drive repeat purchases from existing customers. During the Back to School period, sending personalized campaign emails to segmented target lists can significantly increase click-through and conversion rates. September-themed designs create a sense of seasonal connection.For example, sending an email titled “15% Off This Year’s Backpack Collection” to a customer who previously purchased a child’s backpack can boost purchase likelihood. Well-segmented campaigns can achieve open rates above 25%. Adding urgency elements such as “last day” or “limited stock” can further enhance campaign performance.6. Website Optimization and Speed FactorHeavy traffic during the Back to School period can quickly turn into a lost opportunity if your site loads slowly. Research shows that when page load time increases from 1 to 3 seconds, bounce rates rise by 32%. E-commerce sites should test speed, mobile compatibility, and secure payment systems before the season begins.Enhancing user experience with clear category menus, seasonal banners, and “bestsellers” sections can make shopping easier. Having a “Back to School” category visible in the main menu allows customers to find products quickly. Adding popular search suggestions like “notebook, backpack, pen” to the site search bar can also boost conversions.7. Analyze Sales and Campaign Data to Improve StrategyAfter the Back to School season ends, analyzing sales and marketing performance is essential to building a strong strategy for the next year. You should evaluate which products sold the most, which campaigns generated the highest conversions, and which channels drove the most traffic. Tools like Google Analytics, e-commerce tracking modules, and CRM reports are essential for this.Product-level profitability should also be assessed. For example, a stationery set may have high sales volume but low profit margins. In such cases, bundle pricing strategies or cross-selling can help improve profitability. Insights from the analysis will clarify which areas to focus on in the next Back to School season.8. Position Pricing Strategies CorrectlyPricing during the Back to School period is one of the most critical factors in standing out in a competitive market. Brands aiming for volume with low prices and those seeking to create a premium perception should adopt different strategies. For example, instead of offering a 10–15% discount, a “buy one, get the second at 50% off” campaign can increase the average basket size.Psychological pricing thresholds should also be considered. Prices ending in .90 or .99 (e.g., $19.99) are perceived as more affordable. Early shopping campaigns in September that highlight price advantages can attract customers ahead of competitors.9. Back-to-School Category and Product Recommendations TableStrategically categorizing your e-commerce product range during the Back to School season improves both user experience and sales potential. Customers often search by category; for example, a parent looking for a “stationery set” might also buy a complementary product like a backpack or desk lamp. Category-based planning is key for cross-selling and increasing the average order value. Category Recommended Products SEO Keyword Suggestions Stationery Notebook, pen set, file folder back to school stationery, back to school set Electronics Tablet, headphones, printer student tablet, back to school electronics Apparel & Accessories School backpack, sneakers, jacket school backpack September campaign, student clothing Study Environment Desk, desk lamp, shelving systems September desk, back to school home office This table not only lists products but also suggests search terms for each category. This helps customers find what they are looking for quickly, while increasing organic traffic from search engines. Optimizing stationery, electronics, apparel, and study environment categories will boost sales and brand visibility throughout September.FAQQ1: What are the top-selling products in e-commerce during the Back to School period? Stationery products (notebooks, pens, backpacks), electronics (tablets, headphones, printers), and clothing (school uniforms, sneakers) are the most in-demand categories. However, category selection should be tailored to your target audience demographics.Q2: When should Back to School campaigns start? They typically start in the second week of August and run until mid-September. Early campaigns can capture planned shopping from parents returning from summer holidays.

Jun 18, 2025 88 reads

Advertising Developments in Q1 2025: A Sectoral Overview Based on Advertising Board Rulings

Advertising Developments in Q1 2025: A Sectoral Overview Based on Advertising Board Rulings Introduction: Current Advertising Audits and Their Importance for Your BusinessThe Advertising Board operating under the Ministry of Trade continues to meticulously inspect commercial advertisements and unfair commercial practices in accordance with Law No. 6502 on the Protection of Consumers and relevant regulations. The primary objective of these audits is to ensure that consumers are provided with accurate and complete information, protecting them against misleading or deceptive practices and maintaining a fair competitive environment in the market. Rulings made in the first quarter of 2025 align with this broader framework and contain significant lessons and critical insights for businesses across all sectors. The frequency and variety of the Board's inspections indicate that compliance with regulations is no longer optional but has become an absolute requirement. With dozens of rulings made each month covering diverse media such as digital platforms, print publications, social media, and influencer marketing, the Board demonstrates active oversight across a broad spectrum, substantially reducing the likelihood of advertisers’ non-compliant practices going unnoticed.Regularly following Advertising Board rulings is crucial for businesses to understand current trends, the Board's interpretations, and especially sensitive areas. Companies that plan their advertising strategies in line with these insights can protect themselves from potential administrative penalties (such as stopping or correcting ads, administrative fines), and simultaneously enhance consumer trust and strengthen their brand reputation. Since Board rulings are publicly announced via press releases on the official website of the Ministry of Trade, they serve as exemplary learning resources for all industry stakeholders, helping to raise awareness and prevent similar mistakes by other advertisers. The main purpose of this document is to highlight key issues for our valued partners, especially those active in finance, e-commerce, and retail sectors, based on the Advertising Board's rulings in Q1 2025. Key Sectoral Evaluations from Q1 2025 Advertising Board Rulings Upon examining the Advertising Board rulings from the first quarter of 2025, significant evaluations regarding advertisements and commercial practices across various sectors have been identified. Financial Services and Banking AdvertisementsIn the advertising practices within the financial services and banking sectors, the Advertising Board has particularly emphasized transparency in credit campaign conditions, the nature of "exclusive" offers, and the accuracy of environmental claims.Transparency in Credit and Campaign Conditions The Advertising Board maintains a vigilant stance against statements in financial products and services advertisements that could mislead consumers or provide incomplete information.Exclusive Credit Offers Not Available to Everyone: In February 2025, the Board reviewed a bank's campaign offering a "0% interest consumer loan" claimed to be exclusively available to customers of a specific telecommunications company. Contrary to the promotional statement, it was found that consumers who were not customers of the specified company could also benefit from the campaign. The Board determined this situation as misleading to average consumers and contrary to principles of fair competition. Such rulings highlight that subjective claims like "exclusive" or "advantageous" significantly increase the risk of being directly deemed misleading by the Board unless their conditions are explicitly and transparently stated within the main advertising message. Financial institutions must clearly and comprehensively disclose all conditions and exceptions in a visible and easily understandable manner in their advertisements. Such clarity is essential, as ambiguous claims can create specific consumer expectations which, if unmet or hidden, result in consumer deception. Given the complexity of financial products and the significance of consumer financial decisions, the Board is especially sensitive to advertising practices that fail to clearly specify exceptions to main promotional offers.Ambiguous "Cash Points" Campaigns: Again in February 2025, the Board evaluated a bank's campaign with the message "Join Now, Earn ... TL Cash Points!" It found insufficient clear disclosure alongside the phrase "... TL Cash Points," regarding the conditions necessary to benefit from the campaign (such as applying for a credit card for the first time or achieving a certain spending threshold). Consequently, this advertising practice was deemed misleading to the average consumer.Ambiguous Conditions in Crypto Asset Reward Campaigns: In March 2025, a crypto asset trading platform's "Treasure Hunt" campaign was reviewed. The Advertising Board criticized the lack of specificity regarding the quantity and characteristics of promised rewards such as "MacBook Pro, iPhone 16, PlayStation 5," as well as the use of vague terms like "... Product and USDT Reward." The Board concluded, "Upon examination, it was found that no information regarding the quantities of promised goods and services was provided, and the phrase '... Product and USDT Reward' was ambiguous. This advertising approach was deemed manipulative towards consumers' decision-making processes, thus deceptive, and contrary to fair competition principles." Given the volatility and complexity inherent to crypto assets, transparency regarding risks and reward mechanisms in advertising is critically important. The Board targets advertisements where these risks are insufficiently emphasized or rewards are misleadingly presented.Environmental Claims (Greenwashing) ConsiderationsIn an era of heightened environmental awareness, misleading claims about products' or services' environmental impacts, known as "green advertising" or "greenwashing", are also under scrutiny by the Advertising Board.Unsubstantiated "Green Loan" Claims: In January 2025, the Board examined advertisements from multiple banks offering loans titled "Eco-friendly Vehicle Loan" and "Eco-friendly Home Loan." The Board stated, "The promotional claims regarding 'Eco-friendly Vehicle Loan' and 'Eco-friendly Home Loan' created an exaggerated impression of environmental benefits that exceeded reality. The advertisements lacked explicit mention of critical aspects like the interest rate and preferential conditions, exploiting consumers' environmental sensitivity and knowledge gaps." These rulings illustrate that environmental sensitivity exploitation, termed "greenwashing," is emerging as a significant area of oversight in the financial sector. The Board explicitly requires environmental claims to be substantiated with concrete, measurable, and verifiable data. As consumer environmental consciousness grows, the impact of such claims in advertising also increases, prompting the Board to actively prevent misuse. Financial institutions must transparently and verifiably communicate the environmental benefits of their "green" products. E-Commerce and Retail Advertisements (Including Apparel, Footwear, General Retail) In the e-commerce and retail sectors, significant Advertising Board rulings have been made concerning discount campaigns, product information accuracy, and management of consumer reviews. Deceptive Discount Practices and Price TransparencyWhile discounted sales significantly influence consumers' purchasing decisions, the Advertising Board closely monitors how discounts are presented.Non-compliance with the "Lowest Price in the Last 30 Days" Rule: In February 2025, a retail chain was reviewed for advertising a promotional price for a freezer product without adhering to the lowest price from the past 30 days. The Board concluded that "the product was advertised as discounted, but the pre-discount price did not reflect the lowest price applied in the preceding thirty days, violating the relevant provision in the Commercial Advertisement and Unfair Commercial Practices Regulation." Compliance with the "lowest price in the last 30 days" rule is critically important, particularly during major discount periods. The dynamic pricing strategies of e-commerce platforms complicate adherence to this rule, but this complexity is not accepted as a valid excuse.Ambiguous and Misleading Discount Rates: In March 2025, the Board examined a clothing brand’s campaign claiming "Up to 40% discount." It was determined that "only 5% of the products were actually discounted by 40%, which was below the average consumer's reasonable expectations. Such promotions created confusion regarding the actual discount levels, giving a misleading impression of greater discounts than actually provided."Post-sale Price Increase: Another decision from March 2025 involved an e-commerce website canceling a consumer’s order for a microwave oven spare part due to "supply issues," subsequently relisting the same item at a higher price without providing sufficient justification. The Board determined this practice to be deceptive and misleading.Accuracy in Product Information and Warranty Terms Ensuring accurate and complete product information and warranty conditions provided to consumers is crucial in preventing deceptive advertising.Misleading Warranty Duration Claims: In January 2025, an e-commerce platform advertised a baby carrier as having a "5-year warranty," whereas the warranty documentation delivered to the consumer stated only a "2-year warranty." The Board found "the advertisement misleading, as it presented incorrect warranty information, thus deceiving consumers."Concealment of Product Composition Information: In March 2025, a footwear brand's Turkish website was found to have omitted information regarding pigskin leather content, despite this information being disclosed on its international site. The Board stated, "While the international website explicitly mentioned 'pigskin suede and synthetic overlays,' the Turkish website only mentioned 'suede and synthetic overlays,' thus violating transparency obligations and societal sensitivities." Omitting or providing misleading information, especially regarding sensitive materials like pigskin, not only deceives consumers but also severely damages brand reputation. The Board’s increasing penalties for repeated infractions underscore the seriousness of this issue.Consumer Reviews and Unfair Practices on E-commerce Platforms The transparency of consumer reviews and overall fairness of e-commerce platform operations are closely monitored by the Board.Non-publication of Negative Consumer Reviews: In January 2025, the Board reviewed a case involving an e-commerce platform's refusal to publish a consumer’s negative review under the pretext of non-compliance with criteria. The Board concluded, "Given the open nature of the internet, consumer reviews, whether positive or negative, should be published impartially. Non-publication of negative reviews constitutes an unfair commercial practice."Manipulative E-commerce Metrics Advertising: In February 2025, services promising increased followers, likes, or favorites on e-commerce platforms were reviewed. The Board found these practices manipulative and in violation of commercial advertising regulations. E-commerce platforms may be indirectly affected and potentially held responsible for third-party seller practices, such as consumer review management and removal of misleading information, highlighting the importance of actively monitoring and educating sellers. Payment Systems Advertisements In advertisements related to payment systems and next-generation financial technologies, clearly communicating risks and promises is particularly crucial.Lack of Risk Warnings in Crypto Asset Investment Advertisements: In February 2025, the Board reviewed an electronic payment platform’s mobile app advertisement encouraging crypto asset investment with the phrase "Start Investing." However, the advertisement did not adequately and clearly inform consumers about risks associated with crypto assets. The Board concluded that "the advertisement directed consumers to crypto asset transactions without sufficiently emphasizing critical risks such as volatility and potential losses. This lack of clarity exploited consumers' knowledge gaps, rendering the advertisement misleading." With increasing digitalization in financial services and the popularity of new investment instruments, the Board is expected to intensify its scrutiny in this area. Clearly stating risks and avoiding misleading return promises will be essential. General Evaluation and Future InsightsThe Advertising Board's rulings from the first quarter of 2025 offer valuable lessons and guidance for future advertising strategies. These rulings indicate intensive scrutiny particularly in areas such as transparency in discounted sales campaigns (lowest price within the last 30 days, campaign duration, stock quantities, clarity of discount rates), accuracy of information provided in e-commerce (product characteristics, warranties, delivery terms, consumer reviews, product content), and avoiding misleading claims in financial services advertising. The principle reiterated by the Board emphasizes that advertising claims, particularly superiority claims such as "best," "only," or "leader," must be supported by concrete evidence, placing the burden of proof on the advertiser.Accordingly, businesses should thoroughly review their advertising campaigns for legal compliance before publication to ensure no misleading or incomplete information is presented. Maintaining accurate price history records and clearly specifying promotional conditions in a consumer friendly manner are particularly crucial in discount campaigns. Additionally, e-commerce platforms should avoid manipulating consumer reviews, ensuring all product information, including warranty and content details, is comprehensive and accurate to build consumer trust and protect brand reputation.As digitalization continues to accelerate, it is anticipated that Advertising Board oversight will intensify further. Emerging practices such as algorithmic advertising, personalized offers, and the use of consumer data are likely to attract increased scrutiny. Most rulings are focused on digital advertising, reflecting the shift of consumer purchasing and information-seeking habits toward online platforms, thus broadening the scope of potentially misleading practices. Although many Board investigations arise from consumer complaints or proactive reviews, businesses should adopt proactive compliance measures not merely to avoid penalties but also to build and maintain consumer trust and brand reputation.Misleading advertisements result in administrative sanctions and negatively affect consumer trust and brand image. As modern consumers increasingly access information easily, brands that practice transparency and honesty have the potential to build long-term customer loyalty. Therefore, compliance should be viewed not as an expense but as an investment in a brand's future.Important Rulings:Advertising Board Ruling dated 13.02.2025, Number 2025/517.Advertising Board Ruling dated 13.02.2025, Number 2025/549.Advertising Board Ruling dated 13.03.2025, Number 2025/35.Advertising Board Ruling dated 16.01.2025, Number 2025/7947.Advertising Board Ruling dated 13.02.2025, Number 2025/694.Advertising Board Ruling dated 13.03.2025, Number 2025/1152.Advertising Board Ruling dated 13.03.2025, Number 2025/528.Advertising Board Ruling dated 16.01.2025, Number 2024/6203.Advertising Board Ruling dated 13.03.2025, Number 2024/1149.Advertising Board Ruling dated 16.01.2025, Number 2024/7278.Advertising Board Ruling dated 13.02.2025, Number 2025/700.Advertising Board Ruling dated 13.02.2025, Number 2025/32.Advertising Board Ruling dated 16.01.2025, Number 2024/6578.Advertising Board Ruling dated 13.02.2025, Number 2024/7463.

Jun 13, 2025 47 reads

Optimize Your Apple Search Ads Campaigns with Strategic Structures

Optimize Your Apple Search Ads Campaigns with Strategic StructuresApple Search Ads is now available in Turkey and more than 20 countries!Apple Search Ads appears in: Today Tab Search Tab Search Results Product Pages Flexible budget management and performance-oriented optimisation opportunities await you with Advanced and Basic options.According to Apple data: 95% of those who click on the advert download the application within 1 minute. Ads provide 2 times more impressions than organic results. Conversion rate over 60% is achieved. Strategic Structures are Essential for Successful CampaignsSuccess in Apple Search Ads starts with a strong strategic structure. Proper campaign organization not only optimizes performance but also accelerates growth and provides valuable insights. In this guide, we’ll walk you through step-by-step strategies to optimize your campaigns effectively.1. Keep Campaign Elements OrganizedEffective campaign management begins with a clear structure: Budget and Target Regions: Set your budget and select your target markets at the campaign level. Ad Groups: Optimize keyword selection, bidding strategies, and ad variations. 2. Segment Keywords by ThemesOrganize your campaigns into four main themes to maximize efficiency: Brand Campaigns: Target keywords related to your company or app name. Category Campaigns: Focus on non-branded keywords that describe your app’s category or functionality. Competitor Campaigns: Target keywords related to competitor brands. Discovery Campaigns: Use Broad Match and Search Match to uncover new keyword opportunities. Pro Tips: Exact Match: Use exact match in Brand, Category, and Competitor campaigns; disable Search Match. Negative Keywords: Use in Discovery campaigns to avoid overlap and improve focus. 3. Gather Insights from Discovery CampaignsAnalyze performance data from Discovery campaigns to: Add high-performing keywords to other campaigns. Exclude low-performing terms to optimize ad spend. 4. Customize Campaigns by RegionFor larger markets or regions with distinct goals, tailor your campaigns: Dedicated Campaigns: Create separate campaigns for specific countries or regions. Regional Grouping: Group similar regions together for simplified management. ConclusionA planned campaign structure is a critical step to achieve success in Apple Search Ads. You can optimise your campaigns with keyword segmentation, insights from discovery campaigns and regional customisations.

Jun 13, 2025 26 reads

Effective Marketing during Ramadan: Strengthen Your Strategy with Insights and Trends

Effective Marketing during Ramadan: Strengthen Your Strategy with Insights and TrendsRamadan continues to be a period of significant changes in consumer behaviour. As daily lifestyles change, people's consumption habits evolve, but the underlying needs and motivations remain largely the same. By understanding these underlying needs and motivations, as well as the consumer's consumption journey, and developing marketing strategies specific to Ramadan, brands can successfully navigate one of the highest volume and most profitable periods of the year.First of all, we will examine how Ramadan consumer behaviour changes and category-based trends, and then we will take a detailed look at how we can shape marketing strategies during this period in the light of these insights and trends.Source: Google Ramadan Insights 2025How Does Consumer Behavior Change During Ramadan?Ramadan brings significant shifts in shopping habits and digital content consumption. According to Google Insights 2025, interest in Ramadan begins earlier each year. This highlights the importance of focusing not only on Ramadan itself but also on the Pre-Ramadan period.Key Areas of Interest Before Ramadan Increased searches related to home cleaning, kitchenware, and food stocking. A surge in interest in Ramadan packages, special recipes, and table decorations. Rising Mobile Usage and Content Consumption Screen time on mobile devices increases significantly. YouTube sees a more than 50% rise in views for cooking tutorials, series, and movies. Users spend more time on mobile devices, particularly during suhoor and iftar hours. Short-form video consumption reaches record levels. Category-Based Changes in Consumer Behavior Food and recipe searches peak in the first weeks of Ramadan. Interest in kitchenware and small home appliances rises. Skincare products experience the highest click-through rates of the year. Towards the end of Ramadan, fashion and footwear shopping spikes to levels comparable to Black Friday. How to Strengthen Your Marketing Strategy During RamadanPlan Your Campaigns and Promotions in AdvanceConsumers start shopping 2–3 weeks before Ramadan, making it essential for brands to: Launch early campaigns to be part of the decision-making process. Offer flexible payment options and special discounts to encourage conversions. Develop Ramadan-specific product bundles and promotional campaigns to stand out. Optimize Advertising Strategies for the Right Times and ChannelsSince mobile usage peaks during suhoor and iftar, brands should: Schedule advertising campaigns around these peak hours. Use Reminder Ads to keep promotions top-of-mind for consumers. Leverage specialized solutions like YouTube Select Ramadan Line-Up and TikTok Pulse Ramadan Category to target highly relevant audiences. Create engaging and interactive campaigns on TikTok, where 81% of users try new things inspired by Ramadan-related content. Enhance Your Video and Content StrategyThroughout Ramadan, consumers engage with: Cooking tutorials, personal vlogs, and content focused on spirituality and self-improvement. Influencer collaborations that help brands reach a broader audience. Short-form videos (YouTube Shorts, Instagram Reels) that drive dynamic engagement. Focus on Eid Shopping Sales of clothing, footwear, and gift items surge before Eid. Email and SMS marketing strategies can be used for timely reminders. Ramadan offers unique opportunities for brands to establish deep and meaningful connections with consumers. During this period, brands that correctly analyse changes in consumer behaviour and shape their strategies with these insights can stand out from the competition and create a loyal customer base.By adopting innovative and data-driven approaches during Ramadan, you can ensure that your brand builds stronger bonds with consumers and develops strategies in the spirit of this holy month.