Don't increase your ad budget.
First, find the leak.

When sales drop, the first reflex is to raise the budget. But money added to a broken ad only widens the leak. Look at these first:

• ROAS (return on ad spend): Sales for every lira you spend. Don't set a target ROAS without knowing your profit margin. The break-even point is 1 divided by your margin.
• Breakdown by ad set and ad: Which ad gets most of the spend, and which one brings most of the sales? In most accounts, about a third of the ads carry the sales and the rest only spend.
• Frequency: If the same person sees the ad too often, the audience is tired. Raising the budget makes this worse.

The rule is simple: find the winner first, then raise its budget gradually. Shut down the loser and move the money to the winner. Large, sudden increases can disrupt learning, so raise the budget in a few steps.

Advantage+ campaigns leave most targeting and placement decisions to Meta's algorithm. In a manual campaign, you decide them. They aren't rivals; they do different jobs.

• Advantage+ works well: when the account has enough conversion data, when you sell a catalog with many products, or when you want to scale to a broad audience.
• Manual is better: for a new account with little data, a very specific audience (a local business, a certain age group), or when you want to run a clean test.

A practical method: test the creative and the offer in a manual campaign, then scale the winner with Advantage+. Decide which is better by the ROAS in your own account, not by guessing.

When the same image and copy run for weeks, performance slowly drops. This is called ad fatigue. The signs:

• Frequency is rising while click-through rate is falling.
• Cost per click is rising and sales are falling for the same spend.
• Comments start to read like "I've seen this too many times".

What to do? Build the new ad with the same offer but a different angle: a new first sentence (hook), a new visual, a customer review or a short video. Testing a small new version every week is safer than making one big change a month.

Meta's algorithm learns from the conversion signals you send it. If the signal is missing or wrong, it can't find even your best ad.

• Pixel: Sends events (add to cart, purchase) from the browser. Because of browser restrictions, it can miss some events on its own.
• Conversions API: Sends events directly from the server and complements the Pixel. When using both, deduplicate with an event ID so the same event isn't counted twice.
• Check: In Events Manager, look at the event quality score and make sure the purchase value and currency come through correctly.

Raising the budget without fixing measurement is like accelerating with your eyes closed. Verify measurement first.

On Trendyol and Hepsiburada, the product title affects both search ranking and click-through rate. A short, generic title won't rank, and an overlong title stuffed with keywords lowers trust.

A simple formula: Brand + product type + distinguishing feature + use case or size/color. Example: "Brand X Orthopedic Mattress 160x200 Double Medium Firm".

• Use the words buyers actually type, not fancy names you invented.
• Put the most important keyword in the first half of the title.
• Don't repeat the same word; marketplaces treat it as noise.
• Also fill in product attributes (material, size, color) in their own fields, not only in the title. Missing fields lower your ranking.

After changing a title, wait at least two weeks and compare impressions and click-through rate. If you change several things at once, you won't know what worked.

Most e-commerce sites focus on product pages. But broad searches like "women's leather jacket" go to category pages. If a category page is only a product list, it has nothing to tell the search engine.

• Original intro text: Write an 80–150 word description at the top that helps the buyer choose. It must be different for every category.
• Title and description: Use the main search term in the page title and give a clickable benefit in the description.
• Internal links: Link to subcategories and best sellers. This is how search engines learn which pages matter.
• Filter pages: Don't let every filter combination be indexed. Hundreds of copies of the same content hurt rankings.

Structured data tells search engines and AI systems in machine language what is on your page: this is a product, this is its price, it's in stock, this is its rating.

• Product: Product name, images, brand, description.
• Offer: Price, currency, stock status. It must match the price on the site exactly.
• AggregateRating and Review: Only for real reviews. Made-up ratings violate search engine policies.
• FAQPage and Organization: Defines frequently asked questions and brand information.

After adding it, validate with Google's Rich Results Test. Wrong markup can do worse than no markup at all.

GEO (Generative Engine Optimization) is the work of preparing your content so that generative systems such as ChatGPT, Gemini, Perplexity and Google's AI summaries can cite it as a source in their answers.

In classic SEO, the goal is to rank high in the list and get clicked. In GEO, the goal is for your brand name and information to appear inside the answer, even if the user never clicks.

• AI systems don't read a page start to finish; they pull the clear sections that answer the question.
• They prefer information that is reliable, consistent and confirmed in more than one place.
• No one can guarantee which page a particular system will cite. That's why GEO isn't a rule set; it's a collection of habits that increase visibility.

Good news: most of what you do for GEO strengthens SEO too. Manage them not as two projects, but as two outputs of the same content strategy.

• Give the answer first: Ask the question in the heading and give a clear 1–2 sentence answer right below it. Expand on the details afterward.
• Write definitions clearly: Sentences that make sense on their own, like "X is the thing that lets Y do Z...", are good for quoting.
• Add a Q&A section: Collect the questions customers really ask and answer each under its own heading.
• Dates and updates: Show the publish and update dates. Outdated information doesn't get quoted.
• Be concrete: Instead of "very good", give measurements, durations, price ranges and step counts.
• Show the author: Who wrote it, and what experience do they have? Expertise builds trust.

1. Does every page have a single, clear topic and a descriptive title?
2. Does the page open fast on mobile?
3. Is the important content real text, or only inside images?
4. Do product and category pages have original descriptions?
5. Is the schema markup correct and exactly consistent with what's on the site?
6. Are frequently asked questions answered clearly in their own section?
7. Are your brand name, address and contact details the same everywhere (site, social media, marketplaces)?
8. Are real customer reviews visible?
9. Do pieces of content show publish and update dates?
10. Is the site accidentally blocking AI bots or search bots (robots.txt)?

Tick this list off on your own site. Start with the items that are missing.