{"id":1040,"date":"2024-04-05T15:40:33","date_gmt":"2024-04-05T15:40:33","guid":{"rendered":"https:\/\/shukurov.az\/?post_type=news&p=1040"},"modified":"2025-04-16T16:29:18","modified_gmt":"2025-04-16T12:29:18","slug":"1040","status":"publish","type":"news","link":"https:\/\/shukurov.az\/az\/news\/1040\/","title":{"rendered":"Reklam effektiv deil. S\u0259b\u0259b n\u0259dir?"},"content":{"rendered":"
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Reklam effektiv deil. S\u0259b\u0259b n\u0259dir?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u0130nsanlar niy\u0259 reklama pul x\u0259rcl\u0259yirl\u0259r? \u2013 Klikl\u0259r \u00fc\u00e7\u00fcn? Layklar? Takib\u00e7il\u0259r? - Yox! Biz reklamdan bir m\u0259qs\u0259d \u00fc\u00e7\u00fcn istifad\u0259 edirik - sat\u0131\u015f. Biz pul yat\u0131r\u0131r\u0131q ki, geri g\u0259lsin. B\u0259s reklam olmas\u0131nda \nbaxmayaraq, sat\u0131\u015f yoxdursa? Problem n\u0259d\u0259dir? Bu suala cavab verm\u0259k \u00fc\u00e7\u00fcn iki misala baxaq.<\/p>

  1. Yaln\u0131z sosial \u015f\u0259b\u0259k\u0259l\u0259rd\u0259 s\u0259hif\u0259niz var (m\u0259s\u0259l\u0259n, Instagram).<\/li>
  2. Sizin sayt\u0131n\u0131z var v\u0259 saytdan istifad\u0259 ed\u0259r\u0259k sat\u0131\u015f h\u0259yata ke\u00e7irirsiniz.\u00a0<\/li>
  3. Yaln\u0131z Instagram<\/li><\/ol>

    Bel\u0259 olan halda sat\u0131\u015f\u0131n nec\u0259 ba\u015f verdiyini v\u0259 reklam\u0131n hans\u0131 funksiyalar\u0131 yerin\u0259 yetirdiyini anlayaq?\u00a0<\/p>

    1. \u0130stifad\u0259\u00e7i reklam\u0131n\u0131z\u0131 g\u00f6r\u00fcr.<\/li>
    2. Elan\u0131 g\u00f6r\u0259nd\u0259n sonra s\u0259hif\u0259nizl\u0259 tan\u0131\u015f olur.<\/li>
    3. S\u0259hif\u0259nizi ara\u015fd\u0131rd\u0131qdan sonra o siz\u0259:<\/li><\/ol>

      A) Yaz\u0131r. B) Z\u0259ng edir. C) M\u00fcraci\u0259t saxlay\u0131r.<\/p>

      1. Sonra sor\u011fu i\u015fl\u0259nir.<\/li>
      2. V\u0259 n\u0259hay\u0259t, sat\u0131\u015f.<\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        Bu n\u00fcmun\u0259d\u0259 reklam\u0131n funksiyas\u0131 m\u0259hsul v\u0259 ya xidm\u0259tinizl\u0259 maraqlanan insanlar\u0131 c\u0259lb etm\u0259k, retargeting istifad\u0259 ed\u0259r\u0259k onlar\u0131 istil\u0259\u015fdirm\u0259k v\u0259 n\u0259hay\u0259t, m\u0259hsul v\u0259 xidm\u0259tinizi onlara \nsatmaqd\u0131r. Reklam\u0131n effektivliyinin qiym\u0259tl\u0259ndirilm\u0259si - potensial m\u00fc\u015ft\u0259ril\u0259rin say\u0131 (n\u0259 q\u0259d\u0259r adam z\u0259ng edib, yaz\u0131b v\u0259 ya sor\u011fu burax\u0131b) v\u0259 t\u0259bii ki, potensial m\u00fc\u015ft\u0259riy\u0259 g\u00f6r\u0259 x\u0259rcl\u0259r. \nHans\u0131 probleml\u0259rl\u0259 rastla\u015fa bil\u0259rsiniz?<\/p>

        1. Siz\u0259 kifay\u0259t q\u0259d\u0259r yazm\u0131rlar v\u0259 ya z\u0259ng etmirl\u0259r, sor\u011fu yazm\u0131rlar - bu v\u0259ziyy\u0259td\u0259 problem ola bil\u0259r:<\/li><\/ol>

          A) Reklamda \u2013 Siz s\u0259hv h\u0259d\u0259f, auditoriya v\u0259 ya kreativ se\u00e7misiniz. Ola bilsin ki, reklam texniki c\u0259h\u0259td\u0259n d\u00fczg\u00fcn qurulmay\u0131b. B) Instagram s\u0259hif\u0259sind\u0259 - b\u0259lk\u0259 d\u0259 problem m\u0259zmundad\u0131r.<\/p>

          1. Siz\u0259 yaz\u0131rlar, z\u0259ng edirl\u0259r v\u0259 sor\u011fu burax\u0131rlar, lakin sat\u0131\u015f olmur. Bu v\u0259ziyy\u0259td\u0259 problem ola bil\u0259r:<\/li><\/ol>

            \u00a0A) Reklamda \u2013 aidiyy\u0259ti olmayan kreativ v\u0259 ya s\u0259hv se\u00e7ilmi\u015f h\u0259d\u0259f auditoriyas\u0131. B) Sor\u011fular\u0131n i\u015fl\u0259nm\u0259si s\u0259viyy\u0259sind\u0259 problem. Siz mesajlara d\u00fczg\u00fcn cavab vermirsiniz v\u0259 lidl\u0259ri d\u00fczg\u00fcn idar\u0259 \netmirsiniz. C) Problem \u0130nstagram s\u0259hif\u0259sinin imicinin, brendin v\u0259 m\u0259hsulun qiym\u0259tinin uy\u011funsuzlu\u011fundad\u0131r. \u0130ndi ikinci misala baxaq - sizin sayt\u0131n\u0131z var. V\u0259 siz sayt\nvasit\u0259sil\u0259 sat\u0131\u015f edirsiniz. Tutaq ki, sizin onlayn ma\u011fazan\u0131z var. Sat\u0131\u015flar\u0131n nec\u0259 ba\u015f verdiyini v\u0259 reklam\u0131n hans\u0131 funksiyalar\u0131 yerin\u0259 yetirdiyini anlayaq?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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            G\u00f6rd\u00fcy\u00fcm\u00fcz kimi istifad\u0259\u00e7i reklam\u0131 g\u00f6r\u0259r\u0259k \u0259sas s\u0259hif\u0259\/yaxud m\u0259hsul kart\u0131na daxil olur, daha sonra m\u0259hsulu s\u0259b\u0259t\u0259 \u0259lav\u0259 edir, sifari\u015f verir v\u0259 m\u0259hsulu al\u0131r. Mallar\u0131n sat\u0131\u015f\u0131 ya sat\u0131n al\u0131nd\u0131qdan\nd\u0259rhal sonra (onlayn \u00f6d\u0259ni\u015f m\u00fcmk\u00fcnd\u00fcrs\u0259) v\u0259 ya m\u00fc\u015ft\u0259riy\u0259 z\u0259ng etdikd\u0259n sonra (onlayn \u00f6d\u0259ni\u015f olmad\u0131qda v\u0259 ya bir klikl\u0259 sat\u0131n al\u0131nd\u0131qda) ba\u015f ver\u0259 bil\u0259r. Hans\u0131 probleml\u0259r yarana bil\u0259r? Bu\nmisalda reklam\u0131n funksiyas\u0131 al\u0131c\u0131l\u0131q qabiliyy\u0259ti olan insanlar\u0131 sayta c\u0259lb etm\u0259kdir. Reklam\u0131n n\u0259tic\u0259si al\u0131\u015f \u00fczr\u0259 x\u0259rc, ROAS, ROMI kimi g\u00f6st\u0259ricil\u0259rd\u0259n istifad\u0259 etm\u0259kl\u0259 qiym\u0259tl\u0259ndirilir.
            1. Sayta trafikin azalmas\u0131. S\u0259b\u0259b - yanl\u0131\u015f konfiqurasiya edilmi\u015f reklam (kreativ, texniki parametrl\u0259r, auditoriya) v\u0259 ya m\u0259hsulla ba\u011fl\u0131 problemdir (x\u00fcsusil\u0259 d\u0259 xwsusi h\u0259d\u0259f auditoriyas\u0131 \u00fc\u00e7\u00fcnd\u00fcrs\u0259).\u00a0<\/li>
            2. \u0130stifad\u0259\u00e7il\u0259r sayt\u0131n \u0259sas s\u0259hif\u0259sind\u0259 ili\u015fib qal\u0131r v\u0259 ir\u0259li getmirl\u0259r. Bu halda problem b\u00f6y\u00fck ehtimalla saytdad\u0131r - y\u00fckl\u0259m\u0259 s\u00fcr\u0259ti v\u0259 s\u0259hv UI\/IX(UI\/UX n\u0259dir v\u0259 bu, sat\u0131\u015f v\u0259 reklam performans\u0131na\nnec\u0259 t\u0259sir edir?)<\/b><\/li>
            3. \u0130stifad\u0259\u00e7il\u0259r m\u0259hsullara bax\u0131r, lakin onlar\u0131 s\u0259b\u0259t\u0259 \u0259lav\u0259 etmirl\u0259r. M\u00fcmk\u00fcn s\u0259b\u0259bl\u0259r: m\u0259qs\u0259dsiz trafik, y\u00fcks\u0259k qiym\u0259t, s\u0259hv UI\/UX.<\/li>
            4. \u0130stifad\u0259\u00e7il\u0259r m\u0259hsullar\u0131 s\u0259b\u0259t\u0259 \u0259lav\u0259 edirl\u0259r, lakin davam etmirl\u0259r. M\u00fcmk\u00fcn s\u0259b\u0259b - s\u0259hv UI\/UX-dir. Problemi m\u0259hsulu s\u0259b\u0259t\u0259 \u0259lav\u0259 ed\u0259n \u015f\u0259xsl\u0259r\u0259 yenid\u0259n g\u00f6st\u0259rm\u0259kl\u0259 h\u0259ll etm\u0259k olar.\u00a0<\/li>
            5. \u0130stifad\u0259\u00e7il\u0259r sifari\u015f verirl\u0259r, lakin onu tamamlam\u0131rlar. \u018fn m\u0259\u015fhur s\u0259b\u0259b forman\u0131n \u00e7ox m\u00fcr\u0259kk\u0259b olmas\u0131d\u0131r. Bu s\u0259hif\u0259nin t\u0259kmill\u0259\u015fdirilm\u0259sin\u0259 ehtiyac var. Retargetinqi bu istifad\u0259\u00e7il\u0259r \u00fc\u00e7\u00fcn\nistifad\u0259 etm\u0259k m\u0259sl\u0259h\u0259tdir.\u00a0<\/li>
            6. \u0130stifad\u0259\u00e7i al\u0131\u015f etdi (onlayn \u00f6d\u0259ni\u015f etm\u0259di) - lakin z\u0259ng ed\u0259rk\u0259n al\u0131\u015f\u0131 tamamlamad\u0131. Bu m\u0259rh\u0259l\u0259d\u0259 problem \u00e7ox g\u00fcman ki, sifari\u015fin i\u015fl\u0259nilm\u0259si m\u0259rh\u0259l\u0259sind\u0259dir.\u00a0<\/li><\/ol>Dig\u0259r m\u00fcmk\u00fcn s\u0259b\u0259bl\u0259r:<\/b>\u00a0Yuxar\u0131dak\u0131 n\u00fcmun\u0259d\u0259 biz onlayn ma\u011fazan\u0131 t\u0259hlil etdik. Amma b\u0259zi hallarda m\u00fc\u015ft\u0259rinin onlayn ma\u011fazadan \u0259lav\u0259 oflayn n\u00f6qt\u0259l\u0259ri d\u0259 olur v\u0259 sosial \u015f\u0259b\u0259k\u0259l\u0259rd\u0259ki s\u0259hif\u0259l\u0259r vasit\u0259sil\u0259 sat\u0131\u015flar ba\u015f verir. Bu v\u0259ziyy\u0259td\u0259, bir \u00e7ox sat\u0131\u015f kanallar\u0131 oldu\u011fundan, reklam\u0131n dolay\u0131 t\u0259sirini izl\u0259m\u0259k vacibdir.\u00a0\u00a0N\u018fT\u0130C\u018f<\/b>\u00a0G\u00f6rd\u00fcy\u00fcm\u00fcz kimi, reklam\u0131n qeyri-effektiv olmas\u0131n\u0131n bir \n\u00e7ox s\u0259b\u0259bi var. Ayd\u0131n diaqnoz \u00fc\u00e7\u00fcn istifad\u0259\u00e7inin yolunu izl\u0259m\u0259li v\u0259 reklam t\u0259r\u0259find\u0259 probleminiz olmad\u0131\u011f\u0131ndan \u0259min olmal\u0131s\u0131n\u0131z. \u018fks halda, problemin h\u0259llin\u0259 nail olmadan gec\u0259-g\u00fcnd\u00fcz reklam\u0131 d\u0259yi\u015f\u0259 bil\u0259rsiniz. Agentliyimiz bu i\u015fd\u0259 siz\u0259 k\u00f6m\u0259k ed\u0259 bil\u0259r. Art\u0131q bildiyiniz kimi, biz Facebook m\u00fct\u0259x\u0259ssisl\u0259ri t\u0259r\u0259find\u0259n sertifikatla\u015fd\u0131r\u0131lm\u0131\u015f\u0131q. Biziml\u0259 i\u015fl\u0259y\u0259rk\u0259n problemin tap\u0131laca\u011f\u0131na v\u0259 aradan qald\u0131r\u0131laca\u011f\u0131na 100% \u0259min ola bil\u0259rsiniz.\"\u00a0<\/div><\/div>

              Facebook qaydalar\u0131na g\u00f6r\u0259, bir biznes \u00fc\u00e7\u00fcn bir reklam hesab\u0131ndan istifad\u0259 etm\u0259k h\u00fcququnuz var. Reklam hesab\u0131n\u0131n \u00f6z\u00fc reklam hesab\u0131n\u0131n performans\u0131n\u0131, reklama cavab ver\u0259n auditoriyan\u0131 \nyadda saxlamaq v\u0259 \u00f6yr\u0259nm\u0259k \u00fc\u00e7\u00fcn unikal funksiyaya (s\u00fcni intellekt\u0259) malikdir. Bel\u0259likl\u0259, \u00f6yr\u0259nm\u0259 t\u0259kc\u0259 reklam qrupu s\u0259viyy\u0259sind\u0259 deyil, h\u0259m d\u0259 reklam hesab\u0131 s\u0259viyy\u0259sind\u0259 ba\u015f verir.\u00a0<\/p>

              B\u0259nz\u0259r auditoriyalardan istifad\u0259nin \u0259h\u0259miyy\u0259tini daha yax\u015f\u0131 ba\u015fa d\u00fc\u015fm\u0259k \u00fc\u00e7\u00fcn bir n\u00fcmun\u0259 g\u0259tir\u0259k. T\u0259s\u0259vv\u00fcr ed\u0259k ki, siz g\u00fcl ma\u011fazas\u0131n\u0131n sahibisiniz. V\u0259 siz reklam\u0131 i\u015f\u0259 sald\u0131n\u0131z, \nauditoriyan\u0131z\u0131 ya\u015fa, cins\u0259 v\u0259 maraqlara g\u00f6r\u0259 se\u00e7diniz (t\u0259\u015fviq d\u00fcym\u0259si v\u0259 ya reklam hesab\u0131 vasit\u0259sil\u0259 f\u0259rqi yoxdur). \u0130lk reklam kampaniyas\u0131 ba\u015fland\u0131\u011f\u0131 andan \u00f6yr\u0259nm\u0259 prosesi reklam \nqrupu v\u0259 b\u00fct\u00f6vl\u00fckd\u0259 reklam hesab\u0131 s\u0259viyy\u0259sind\u0259 ba\u015flay\u0131r.<\/p>

              Reklam testd\u0259n ke\u00e7diyi andan reklam qrupu \u00fczr\u0259 \u00f6yr\u0259nm\u0259 m\u0259rh\u0259l\u0259si ba\u015flay\u0131r.<\/p>

              Bu n\u0259 dem\u0259kdir? Tutaq ki, siz reklamdan 20 unikal m\u0259qs\u0259dli h\u0259r\u0259k\u0259t alm\u0131s\u0131n\u0131z. Reklam qrupu bu insanlar\u0131n ortaq c\u0259h\u0259tl\u0259rini ara\u015fd\u0131r\u0131r: maraqlar\u0131, cinsl\u0259ri, bu unikal h\u0259r\u0259k\u0259tl\u0259rin hans\u0131 \nyerl\u0259\u015fdirm\u0259d\u0259n qaynaqland\u0131\u011f\u0131n\u0131, istifad\u0259\u00e7i davran\u0131\u015f modell\u0259rini. Ancaq \u00f6yr\u0259nm\u0259 prosesi h\u0259l\u0259 bitm\u0259yib. Standart olaraq, platforma \u00f6yr\u0259nm\u0259 m\u0259rh\u0259l\u0259sini tamamlamaq \u00fc\u00e7\u00fcn 50 unikal \nh\u0259r\u0259k\u0259t t\u0259l\u0259b edir.\u00a0<\/p>

              B\u0259z\u0259n bu r\u0259q\u0259m daha az, b\u0259z\u0259n daha \u00e7ox olur - bu, unikal istifad\u0259\u00e7il\u0259rin bir-birin\u0259 n\u0259 q\u0259d\u0259r ox\u015far olmas\u0131ndan as\u0131l\u0131d\u0131r. M\u0259s\u0259l\u0259n, \u0259g\u0259r 50 unikal h\u0259r\u0259k\u0259t olubsa v\u0259 platforma onlar\naras\u0131nda ortaq he\u00e7n\u0259 tapmay\u0131bsa, onda \u00f6yr\u0259nm\u0259 prosesi davam ed\u0259c\u0259k. \u00d6yr\u0259nm\u0259 m\u0259rh\u0259l\u0259sind\u0259n sonra reklam qruplar\u0131n\u0131n n\u0259tic\u0259l\u0259ri ad\u0259t\u0259n stabill\u0259\u015fir, tam \u00f6yr\u0259dilir v\u0259 siz art\u0131q stabil n\u0259tic\u0259l\u0259r \n\u0259ld\u0259 edirsiniz. AMMA!\u00a0<\/p>

              Platforma mexanizmin\u0259 v\u0259 statistikaya baxsan\u0131z, yava\u015f-yava\u015f art\u0131m g\u00f6r\u0259c\u0259ksiniz. M\u0259s\u0259l\u0259 ondad\u0131r ki, reklam\u0131n\u0131z reklam qrupunuzla qar\u015f\u0131l\u0131ql\u0131 \u0259laq\u0259d\u0259 olan auditoriyaya yenid\u0259n \ng\u00f6st\u0259rilm\u0259y\u0259 ba\u015flay\u0131r v\u0259 eyni zamanda sizin ox\u015far auditoriyan\u0131za da g\u00f6st\u0259rilir. Yeni reklam kampaniyas\u0131na ba\u015flad\u0131qda, reklamlar art\u0131q avtomatik \u0259sas\u0259n isti v\u0259 ox\u015far auditoriyaya g\u00f6st\u0259ril\u0259c\u0259k.\u00a0<\/p>

              N\u0259tic\u0259d\u0259, gec-tez reklam hesab\u0131n\u0131n performans\u0131 pisl\u0259\u015fm\u0259y\u0259 ba\u015flay\u0131r v\u0259 yeni m\u00fc\u015ft\u0259ril\u0259rin ax\u0131n\u0131 azal\u0131r - \u00e7\u00fcnki eyni auditoriya il\u0259 i\u015fl\u0259yirsiniz. Buna g\u00f6r\u0259 d\u0259 \u0259n vacib qaydalardan biri avtonom \n\u015f\u0259kild\u0259 ox\u015far v\u0259 isti auditoriyalar\u0131n yarad\u0131lmas\u0131, el\u0259c\u0259 d\u0259 loyal istifad\u0259\u00e7il\u0259rl\u0259 \u00fcnsiyy\u0259t strategiyas\u0131n\u0131n qurulmas\u0131d\u0131r.\u00a0<\/p>

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