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What Are AEO and GEO? A Guide to Getting Visible in AI Search Engines
Search visibility is no longer just about your ranking position for specific keywords on Google. Systems like Google AI Overviews and AI Mode, ChatGPT Search, Microsoft Copilot, and Perplexity now draw on web sources to generate direct answers for users. AEO and GEO focus on how content gets discovered, understood, and used within these answers. Still, this shift doesn't mean an entirely new optimization discipline is replacing SEO—Google has explicitly stated that SEO fundamentals remain valid for visibility in generative AI features, with no special "AI SEO" technique required.
What Is ROAS? How to Calculate It and What Counts as a Good ROAS
ROAS is one of the core metrics used to understand how much revenue an ad budget generates. On platforms like Google Ads and Meta Ads, it makes it easy to evaluate the revenue return on spend at the campaign, ad group, or product level. But the ratio on its own doesn't explain why performance changed—the same ROAS can hide more expensive traffic, a higher conversion rate, fewer orders, or a higher average order value, so it's important to look beyond the headline number at the metrics behind it. ROAS is calculated by dividing revenue attributed to ads by ad spend: if 50,000 TRY in ad spend generated 200,000 TRY in revenue, the result is 4, meaning every 1 TRY spent produced 4 TRY in ad revenue. There's no fixed industry benchmark for a "good" ROAS—the right level depends on each business's cost and margin structure.
How to Improve Digital Marketing Performance During Back to School?
To improve Back to School performance throughout the season, you first need to identify when demand rises and in which categories. Shifting budget toward campaigns that can actually scale, completing SEO preparation before the season begins, and reading results through ROAS, CPA, conversion rate, revenue and MER lead to sounder decisions. When reporting, attribution differences between Google Ads, Meta Ads and GA4 should also be taken into account.
Why Website, Marketplace, and Advertising Data Should Be Analyzed Together in E-commerce?
An e-commerce brand's sales journey often doesn't start and end on a single channel. A user might see a product in a Meta ad, search for the brand on Google a few days later, check the price on the website, and place…
How to Analyze Marketing Data with AI? 10 Use Cases from Campaign Analysis to Optimization
Google Ads, Meta Ads, GA4, Search Console, and e-commerce platforms provide marketing teams with numerous metrics. The challenge isn't accessing the data, but rather identifying the cause of performance changes and…
Why Do Google Ads and GA4 Conversions Differ? Which Data Should You Trust?
Google Ads and GA4 can report different conversion and revenue figures for the same period. Attribution, counting method, conversion window and reporting date determine where the gap comes from — and which data belongs to which decision.
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