We made a cheerful and quite informative interview about Search Engine Marketing with Çiğdem Özkan the General Manager of MoreClick Agency for followers of Web Trendleri.

Can you please mention us about your expertise field and the working field of MoreClick Agency of which you are a manager?

After I graduated from the department of International Relationship, I had my expertise on Public Relations. After performing many delightful works for long years with many brands that are famous in their sectors, I took a fancy to information technologies and now I continue my professional career as the General Manager of MoreClick.

MoreClick is an advertising agency affiliated with Değişim Group founded in 2002. Our company is the 2^nd agencymanaged to get the certificate of Google Adwords Qualified Company in Turkey. In this context, we have a pioneering role from that day on. When it comes to Search Engine Marketing (SEM), MoreClick is the first name that comes to mind. We offered our services to almost 1000 clients. High rates for customer continuity and satisfaction by this high portfolio makes us proud of ourselves.

What are the advantages of SEM applications for entrepreneurs when compared with printed and/or visual media?

We believe that each environment has its own dynamics and they all have advantages if they are used in a proper way. The important thing here is to plan accurate advertisement campaign by advertiser. On the other hand, we have to admit that Internet advertising is quite superior to other alternative environments in terms of measurability and return on investment (ROI). Besides, Internet advertising expenditures in the whole world are near those spent on conventional advertising methods and even more than them in some countries. SEM (Search Engine Marketing) has a prominent position among Internet advertising because it is SEM which receives the highest return on investment among Internet advertising channels. Thus, while all environments and even banner advertising were decreasing during crisis times, SEM budgets increased.

How frequently Adwords is used in Turkey by Internet entrepreneurs? What do they expect from Adwords?

As you know, Turkey is among the stars shining in the developing markets of Google together with Poland. Adwords usage is prevalent in Turkey; it is used by SMEs since it is one of the limited advertising alternatives as well as big sized enterprises. It has a high return, budget has no limit and it is quite flexible. However, here is the critical point: Though the prevalent usage of Adwords, is it being used effectively? Unfortunately, we can not give a positive response to this question.

Since Adwords is a system established onto optimization basis, it requires an expert management and a successful optimization process. 80% of advertisers in Germany conduct their advertisement campaigns over an advertising agency; otherwise, they can not have the whip hand of their rivals by a mismanaged account. We, as MoreClick, act by the mission of raising this awareness during both advertiser and media purchase agencies phases.

The main expectation of advertisers for Adwords is the return in the simplest meaning. ROI concept became prominent by Adwords. We draw attentions of our advertisers into this issue at every turn and offer them powerful tools to make these measurements.

It is predicted that Internet entrepreneurs will concentrate on SEM applications in near future. At this point, how necessary is it to apply a SEM expert? Everybody believes that they can conduct their advertising campaigns on their own…

I do not think that agencies like us in developed markets do not have concerns to do such explanations. However, we need to answer such questions for a while. Primarily, Adwords system is a system based on advertiser competition and optimization basis. Also, sectoral experience and account management exercise will bring you much. Of course you can manage an account without this experience and knowledge; however, you will see by means of ROI measurements that an account managed by agencies will cost you less. Surely, those I mention here as agencies are certified firms and/or experts.

What do you suggest for entrepreneurs who did not use SEM before?

They do not need to wait for trying SEM. There are firms having good results even by 10 TL per day. It, of course, varies according to your sector and keywords. Thus, I suggest firms beginning SEM for the first time certainly to get an expert support.

There are many agencies working on SEM. What are the key points that entrepreneurs planning to get consultancy in this field should be careful for?

They should check agency if it is qualified (Google Qualified Company) since there are limited numbers of qualified agencies in Turkey and the world. Besides, works and clients of agency are also important criteria. Beyond these, establishing a harmony between agency and client is very important. An agency understanding what you want to do will help you to save both time and money.

Is SEM a right choice for all entrepreneurs?

A SEM campaign proper for almost every sector can be created. It also can be used by means of Adwords for an organization trying to build brand recognition. Thus, an appropriate solution can be generated within SEM for all entrepreneurs as long as it is planned well.

What are the return rates after Adwords budgeting? How long does it take for an entrepreneur using Adwords to return to profitability after receiving its investment back?

This is the exact point that our agency draws the attention of our advertisers. When a client applies to us, they usually ask costs per clicks, daily budgets and/or view counts in the beginning. The actual question that should be asked is the extent of advertisement returns and how they are measured. We certainly make this measurement in our campaigns. After a while, also our clients get used to this terminology and become able to evaluate their campaigns properly. An Adwords account built and measured in this way may bring you new works and you may move into profit. It is not possible to obtain such a fast return in other advertising environments. I think this is the case that our clients mostly like.

Marketing activities on social media increases more and more. Can this situation send Internet entrepreneurs away from Adwords? Does MoreClick plan to conduct its marketing activities over social media?

Indeed, social media is an undeniable reality and grow bigger each passing day. People become socialized and when it is about Internet, the issue should be handled by its own dynamics.

Social media is like a two-edged knife for brands. If brands can not be managed well in social media, companies can get themselves into trouble. The contrary is also possible. From this point of view, we will offer companies a service for managing their own brands in social media. There is an opinion by agencies and advertisers that it is just having a FaceBook page. However, brand management in social media is quite comprehensive and long-termed work. We, as MoreClick, approach the issue in this way.

Even though social media is very important its importance grows day by day, I do not think that it can supersede Search Engine Marketing. As I mentioned before, they are not the alternatives for each other though they are different environments. However, they can create a synergy when they are used together. Hence, I do not anticipate such a tendency for advertisers.

Thanks for enlightening us and sparing your time.

I thank you.