Google Ads in Türkiye series · Book 03
Google Ads: Search Network & Keywords
A keyword list is not a strategy. Manage every query with a reason, from search intent to business outcome.
By the end of the book
- You will be able to document why a Search campaign serves or does not serve, and which outcome each change targets.
Book files are in Turkish.
Written by Onur Dilmen · Edition 1.0.1 · · 13 chapters, 6 appendices · 81 pages
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Bu kitap hangi sorulara cevap veriyor?
Each chapter opens with a question and ends with its answer. 13 chapters ve 6 ek.
- 01
Should a Search campaign run only in Google search results, on search partners, or expand to the Display Network?
Chapter 1 · Anatomy of the Search Network
- 02
Which customer phrases actually match the business's product, service area and measurable outcomes?
Chapter 2 · Keyword Research
- 03
Which searches should a keyword qualify for, and how will you audit the resulting reach?
Chapter 3 · Match Types and Close Variants
- 04
Which searches should be excluded, which campaigns should that decision affect, and how can you detect mistaken exclusions?
Chapter 4 · Negative Keyword Architecture
- 05
Which actual search terms triggered the ad, do they match the business's offer, and how certain can you be about hidden queries?
Chapter 5 · Search Terms Report
- 06
When should two intents share an ad group, and when should two business goals use separate campaigns?
Chapter 6 · Campaign and Ad Group Structure
- 07
Which messages address an ad group's intent, which statement must always appear, and how will you audit combinations?
Chapter 7 · Responsive Search Ads
- 08
How do you connect search intent to the ad promise and the promise to the landing page? When are keyword insertion and automated text customisation appropriate, and when do they create control risks?
Chapter 8 · Ad Copy and Dynamic Customisation
- 09
When impressions or results are weak for a query, how do you read quality signals without making the wrong metric your goal?
Chapter 9 · Ad Quality and Auction Diagnosis
- 10
How does AI Max change reach and messaging through search-term matching, text customisation and Final URL expansion? Which can the business test under control?
Chapter 10 · AI Max for Search
- 11
Where can ads appear beside AI summaries in search results, and which claim can currently be verified for Türkiye?
Chapter 11 · AI Overviews and Search Ads
- 12
How do you decide whether to advertise your own brand, separate brand traffic from general campaigns and maintain approval boundaries for competitor-brand queries?
Chapter 12 · Brand Traffic and Competitor-Brand Boundaries
- 13
What should you check, and in which order, when a Search campaign has no impressions, little traffic or traffic without conversions?
Chapter 13 · Serving and Low-Traffic Diagnosis
6 appendix headings
- ASearch Campaign Audit Checklist
- BIntent Map and Query Decision Log
- CChange and Advertising-Claim Records
- DGlossary
- EEvidence and Update Protocol
- FBibliography
Inside the book
Pages from the sample chapter. Businesses and figures in the examples are synthetic.
Chapter 1 opening and guiding question (Turkish edition) 
Campaign-boundary decision table (Turkish edition) 
Chapter summary and checklist (Turkish edition)
Who it is for
- Readers setting up a new Search campaign
- Readers taking over and auditing an existing account
Who it is not for
- Readers looking for a secret matching rule
- Readers expecting one campaign template for every industry
Frequently asked questions
- Does the book provide a ready-made campaign template for every industry?
- No. It does not promise a secret matching rule or a single template for every industry. Its method turns guesses into measurable account hypotheses and documented decisions.
- I have taken over an existing account; where should I start?
- Start with the audit appendix and Chapter 13 diagnosis, then return to the relevant chapter for the issue found. For a new campaign, proceed in order.
- Are the numbers actual account results?
- No. Numerical examples are synthetic and should not be read as actual customer performance. Platform behaviour is based on dated official Google Ads sources.
- When can I access the book after payment?
- Immediately after payment approval. Files appear in your Academy library and an access email is sent.
- What happens when a book is updated?
- The book is revised when Google interfaces or regulations change. New editions appear in your library at no extra cost.
- Can I get a refund?
- Digital delivery follows payment approval, with a withdrawal-right exception under distance-selling rules. Read the free sample chapter before purchase.
- Is an invoice issued?
- Yes. Enter personal or business billing details when ordering to receive an e-archive invoice.
Author
Author and trainer
Onur Dilmen
TeknoWeb founder. He has built business infrastructure in hosting and platforms for years, observing recurring advertising-account, measurement and search-visibility mistakes and their actual invoiced cost. The Academy series record those observations.
- Her teknik iddia Google dokümantasyonundan doğrulandı ve tarihiyle dipnotlandı
Its place in the series
TeknoWeb Akademi is an independent educational publisher, unaffiliated with and unendorsed by Google, Meta, Microsoft, TikTok or LinkedIn. Google and Google Ads are Google LLC trademarks; other marks belong to their owners.