{"id":7352,"date":"2025-02-06T10:00:29","date_gmt":"2025-02-06T09:00:29","guid":{"rendered":"https:\/\/refinery89.com\/?p=7352"},"modified":"2025-02-06T09:53:45","modified_gmt":"2025-02-06T08:53:45","slug":"q1-rpm-dususu-yayincilar-bunu-onlemek-icin-ne-yapabilir","status":"publish","type":"post","link":"https:\/\/refinery89.com\/tr\/q1-rpm-drop-what-publishers-can-do-about-it\/","title":{"rendered":"Soru 1: RPM d\u00fc\u015f\u00fc\u015f\u00fc: Yay\u0131nc\u0131lar bununla ilgili ne yapabilir?"},"content":{"rendered":"

Midenizde o batma hissini biliyor musunuz, \u00f6zellikle metrikleriniz, CPM ve RPM<\/a>, birdenbire d\u00fc\u015f\u00fc\u015f m\u00fc? D\u00f6rd\u00fcnc\u00fc \u00e7eyrekte hayat\u0131n\u0131z\u0131n en iyi zaman\u0131n\u0131 ge\u00e7irdikten, say\u0131lar f\u0131rlay\u0131p reklam gelirlerine bo\u011fulduktan sonra, birinci \u00e7eyrekteki bu radikal de\u011fi\u015fim olduk\u00e7a \u015fok edici g\u00f6r\u00fcnebilir.<\/p>\n

Birka\u00e7 kez bu sekt\u00f6rde bulunmu\u015f deneyimli yay\u0131nc\u0131lar sakinle\u015fip her \u015feyin normale d\u00f6nmesini beklemenizi s\u00f6yler, ancak biz burada Refinery89<\/a> Reklam gelirlerinizin azald\u0131\u011f\u0131n\u0131 kollar\u0131n\u0131z ba\u011fl\u0131 oturup izlemenin zor olabilece\u011fini bilin. Bu nedenle, bug\u00fcn programatik reklamc\u0131l\u0131k i\u00e7in d\u00fc\u015f\u00fck sezona bir \u015fampiyon gibi haz\u0131rlanman\u0131za yard\u0131mc\u0131 olacak birka\u00e7 strateji ile geldik!<\/p>\n

\u00a0\u00a0<\/span><\/p>\n

1. \u00e7eyrek RPM d\u00fc\u015f\u00fc\u015f\u00fc nedir?<\/strong><\/h2>\n

 <\/p>\n

Dakika Ba\u015f\u0131na Devir mevsimsel d\u00fc\u015f\u00fc\u015f<\/a> Sayfa g\u00f6r\u00fcnt\u00fcleme ba\u015f\u0131na bin g\u00f6sterim ba\u015f\u0131na reklam gelirinde, genellikle Ocak ay\u0131nda ya\u015fanan bir d\u00fc\u015f\u00fc\u015f s\u00f6z konusudur. Bir\u00e7ok i\u015fletme, \u00f6zellikle mal ve i\u00e7erik t\u00fcketimiyle ba\u011flant\u0131l\u0131 olanlar, mevsimsel ini\u015f ve \u00e7\u0131k\u0131\u015flara e\u011filimlidir. Tatiller yakla\u015ft\u0131k\u00e7a t\u00fcketicilerin ilgisi artar ve al\u0131\u015fveri\u015f \u00e7\u0131lg\u0131nl\u0131\u011f\u0131, reklam envanterinin bin g\u00f6sterim ba\u015f\u0131na maliyetini (CPM) g\u00f6klere \u00e7\u0131kar\u0131r. Ancak insanlar rutinlerine d\u00f6nd\u00fckleri ve banka hesaplar\u0131 diyete girdikleri anda, t\u00fcketim ilgisi zay\u0131flar. Yay\u0131nc\u0131lar i\u00e7in bu durum s\u00fcrekli bir belirsizlik kayna\u011f\u0131d\u0131r.<\/p>\n

Yine de, hen\u00fcz da\u011f\u0131lmayal\u0131m ve say\u0131lara bakal\u0131m.<\/p>\n

Aral\u0131k 2023'ten Aral\u0131k 2024'e kadar olan d\u00f6nem boyunca farkl\u0131 b\u00fcy\u00fckl\u00fckteki iki yay\u0131nc\u0131n\u0131n RPM'lerini kar\u015f\u0131la\u015ft\u0131rd\u0131k ve her ikisi de birinci \u00e7eyrekte reklam gelirinde bir d\u00fc\u015f\u00fc\u015f g\u00f6sterdi.<\/p>\n

\"S1<\/p>\n

\"S1<\/p>\n

Grafiklerde de g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi, Ocak ay\u0131 d\u00fc\u015f\u00fc\u015fleri (sar\u0131 ile i\u015faretlenmi\u015f) RPM oran\u0131n\u0131z ne olursa olsun meydana gelir. Bu, hem b\u00fcy\u00fck hem de k\u00fc\u00e7\u00fck yay\u0131nc\u0131lar\u0131n her y\u0131l y\u00fczle\u015fmek zorunda kald\u0131\u011f\u0131 bir sorundur.<\/p>\n

Bu, ilk \u00e7eyrek d\u00fc\u015f\u00fc\u015f\u00fcn\u00fcn tekrarlayan bir olay oldu\u011fu anlam\u0131na gelir. Her y\u0131l bu zamanlarda ya\u015fanan ve sizin kontrol\u00fcn\u00fcz d\u0131\u015f\u0131ndaki mevsimsellik d\u00fczeninin bir par\u00e7as\u0131d\u0131r. Bunun neden oldu\u011funu g\u00f6relim.<\/p>\n

 <\/p>\n

\u00a0<\/span>RPM, 1. \u00e7eyrekte neden d\u00fc\u015f\u00fcyor?<\/strong><\/h2>\n

 <\/p>\n

Resmi tatil sonras\u0131 reklam harcamalar\u0131ndaki d\u00fc\u015f\u00fc\u015f<\/b><\/h3>\n

Daha \u00f6nce de belirtti\u011fimiz gibi, Ocak ay\u0131nda t\u00fcketim b\u00fcy\u00fck \u00f6l\u00e7\u00fcde d\u00fc\u015fer. Reklamverenler, \u00f6zellikle tatil sezonunda d\u00f6rd\u00fcnc\u00fc \u00e7eyrekte yo\u011fun harcama e\u011filimindedir, bu da daha y\u00fcksek bir reklam doluluk oran\u0131yla sonu\u00e7lan\u0131r. Ancak, birinci \u00e7eyrek ba\u015flad\u0131\u011f\u0131nda, reklamverenler genellikle b\u00fct\u00e7elerini azalt\u0131r ve bu da yay\u0131nc\u0131lar i\u00e7in RPM'de bir d\u00fc\u015f\u00fc\u015fe neden olur.<\/p>\n

\u00a0<\/span><\/p>\n

Reklam Envanteri Performans De\u011ferlendirmesi<\/b><\/h3>\n

Y\u0131l\u0131n ba\u015f\u0131 ayn\u0131 zamanda bir\u00e7ok markan\u0131n \u00f6nceki reklam kampanyalar\u0131n\u0131n d\u00f6n\u00fc\u015f\u00fcm ve yat\u0131r\u0131m getirisi performanslar\u0131n\u0131 g\u00f6zden ge\u00e7irdi\u011fi zamand\u0131r. Bu de\u011ferlendirme d\u00f6nemi, reklam al\u0131mlar\u0131nda ge\u00e7ici bir duraklamaya veya azalmaya neden olabilir.<\/p>\n

 <\/p>\n

Mali y\u0131l sonu b\u00fct\u00e7elemesi<\/b><\/h3>\n

Bir\u00e7ok \u015firket mali y\u0131l\u0131n\u0131 Aral\u0131k ay\u0131nda kapat\u0131r, bu da Ocak ay\u0131nda b\u00fct\u00e7eleme ve planlamaya y\u00f6nelik yeniden bir odaklanmaya yol a\u00e7ar. Bu durum, reklamverenlerin reklam harcamalar\u0131n\u0131 yeniden de\u011ferlendirmelerine ve bazen de azaltmalar\u0131na neden olur.<\/p>\n

\u00a0<\/span><\/p>\n

RPM d\u00fc\u015ft\u00fc\u011f\u00fcnde ne yapabilirsiniz?<\/strong><\/h2>\n

 <\/p>\n

Yeni reklam formatlar\u0131n\u0131 test edin<\/strong><\/h3>\n

Sitenizin ziyaret\u00e7ilerle dolu olmad\u0131\u011f\u0131 ve s\u00fcrekli ilgi ile optimizasyona ihtiya\u00e7 duymad\u0131\u011f\u0131 zamanlardan daha iyi bir test zaman\u0131 olamaz. Y\u00fcksek de\u011ferli reklam bi\u00e7imleri<\/a> kullan\u0131c\u0131lar\u0131 benzersiz bir \u015fekilde etkileyebilir ve daha y\u00fcksek RPM \u00fcretebilir. Yay\u0131nc\u0131lar, \u00e7e\u015fitli reklam bi\u00e7imlerini test edip de\u011ferlendirerek, hedef kitlelerinde en iyi yank\u0131 uyand\u0131ranlar\u0131 belirleyebilir ve reklam envanterlerini buna g\u00f6re optimize edebilir. Reklamlar\u0131n\u0131z\u0131n m\u00fcmk\u00fcn olan en iyi sonucu almas\u0131n\u0131 sa\u011flamak i\u00e7in, AdOps uzman\u0131m\u0131z Germ\u00e1n Tinaut'un \u00f6nerdi\u011fi reklam yerle\u015fimi i\u00e7in \u015fu en iyi uygulamalar\u0131 izleyin.<\/a><\/p>\n

\u00a0<\/span><\/p>\n

\u0130\u00e7eri\u011finizi optimize edin<\/strong><\/h3>\n

D\u00fcr\u00fcst olal\u0131m, Google ne kadar engel koyarsa koysun, kaliteli i\u00e7erik her zaman krald\u0131r SEO<\/a>. \u0130\u00e7eri\u011finizin optimize edildi\u011finden ve hedef kitlenizin istediklerine uygun oldu\u011fundan emin olarak sitenizin trafi\u011fini koruyabilir (hatta art\u0131rabilir!) ve RPM d\u00fc\u015f\u00fc\u015f\u00fcn\u00fcn bir k\u0131sm\u0131n\u0131 telafi edebilirsiniz. \u0130\u00e7erik stratejinizi iyile\u015ftirmenin yan\u0131 s\u0131ra, \u015funlar\u0131 da kontrol edebilirsiniz: Temel Web Vitals<\/a> her zaman yapacak sitenizin sa\u011fl\u0131\u011f\u0131 i\u00e7in harikalar yarat\u0131r.<\/a><\/p>\n

\u00a0<\/strong><\/p>\n

Sitenizin kullan\u0131c\u0131 deneyimini (UX) iyile\u015ftirin<\/strong><\/h3>\n

Web sitenize \u00f6zen g\u00f6sterirken kullan\u0131c\u0131 deneyimi en \u00f6nemli \u00f6nceliktir. Yava\u015f y\u00fcklenen sayfalar veya \u00e7ok rahats\u0131z edici reklam formatlar\u0131, web sitenizin hemen \u00e7\u0131kma oranlar\u0131n\u0131 art\u0131rabilir. Google tan\u0131tt\u0131ktan sonra Temel Web Vitals<\/a>, Sitenizin y\u00fcklenme h\u0131z\u0131n\u0131, yan\u0131t verme yetene\u011fini ve kararl\u0131l\u0131\u011f\u0131n\u0131 incelerken reklamlar\u0131n kullan\u0131c\u0131 deneyimini iyile\u015ftirmesini sa\u011flamak \u00e7ocuk oyunca\u011f\u0131d\u0131r. Bunu unutmay\u0131n: daha iyi bir UX, RPM'nizi art\u0131rmaya yard\u0131mc\u0131 olan daha y\u00fcksek etkile\u015fim oranlar\u0131na yol a\u00e7abilir. Dahili UX Liderimiz Itziar Gil Hernando'dan web sitenizin kullan\u0131c\u0131 deneyimini iyile\u015ftirmek i\u00e7in baz\u0131 stratejiler \u00f6\u011frenin<\/a>!<\/p>\n

 <\/p>\n

Zemin fiyat\u0131n\u0131z\u0131 ayarlay\u0131n<\/strong><\/h3>\n

\"Geleneksel ve mant\u0131kl\u0131d\u0131r art\u0131rmak\" taban fiyat<\/a> ve reklamverenlerin tekliflerinden en iyi \u015fekilde yararlanmak i\u00e7in; ancak sezonun d\u00fc\u015f\u00fc\u015fe ge\u00e7mesiyle birlikte, en uygun se\u00e7enek taban fiyat\u0131 buna g\u00f6re ayarlamakt\u0131r. Uzmanlar\u0131m\u0131z, iyi bir reklam doluluk oran\u0131n\u0131 korumak i\u00e7in -20'lik bir d\u00fc\u015f\u00fc\u015f \u00f6nermektedir.<\/p>\n

 <\/p>\n

\u0130\u015fler zorla\u015ft\u0131\u011f\u0131nda, optimizasyona ara verme!<\/strong><\/h2>\n

 <\/p>\n

Q1'deki RPM d\u00fc\u015f\u00fc\u015f\u00fc mevsimsel bir trenddir ve (ho\u015f olmasa da) d\u00fcnya \u00e7ap\u0131ndaki yay\u0131nc\u0131lar y\u0131llard\u0131r bununla kar\u015f\u0131 kar\u015f\u0131ya kal\u0131yor. \u0130\u00e7erik optimizasyonuna \u00f6ncelik veren, kullan\u0131c\u0131 deneyimini iyile\u015ftiren ve \u00e7e\u015fitli para kazanma stratejileriyle deneyler yapan \u00e7evik kalanlar, RPM d\u00fc\u015f\u00fc\u015flerine kar\u015f\u0131 koymak ve s\u00fcrekli b\u00fcy\u00fcmeyi sa\u011flamak i\u00e7in en iyi konumda olacakt\u0131r.<\/p>\n

Reklam gelirinizi iyile\u015ftirme yolculu\u011funa tek ba\u015f\u0131n\u0131za \u00e7\u0131kmak zorunda de\u011filsiniz! Refinery89 olarak, reklam envanterinizin en iyi \u015fekilde y\u00f6netilmesi i\u00e7in bize g\u00fcvenebilirsiniz kazanc\u0131n\u0131z\u0131 art\u0131rmak ve web sitenizin d\u00fczenini optimize etmek i\u00e7in \u00fcst d\u00fczey teknoloji<\/a>!<\/p>\n

Her ad\u0131mda yan\u0131n\u0131zday\u0131z! \u00c7\u00f6z\u00fcmlerimiz ve hizmetlerimiz hakk\u0131nda kendi dilinizi konu\u015fan hesap y\u00f6neticilerimizden biriyle daha fazla bilgi edinmek isterseniz, bize ula\u015f\u0131n!<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Are you familiar with this sinking feeling in your stomach when your metrics, in particular CPM and RPM, suddenly drop? After having the time of your life in Q4, when numbers skyrocketed and you were showering in ad revenue, this radical change in Q1 can seem quite shocking. Those seasoned publishers who\u2019ve been around the […]<\/p>\n","protected":false},"author":12,"featured_media":12838,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[24,72,40,35,143],"class_list":["post-7352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-programmatic-advertising","tag-publishers","tag-revenue","tag-rpm","tag-seasonality"],"yoast_head":"\nQ1 RPM drop: What can Publishers do about it? | Refinery89<\/title>\n<meta name=\"description\" content=\"\u00a0It's very common to notice a drop in RPM during Q1 after the holiday season. 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