Most search traffic in Türkiye comes from Google, but Google is not the only place people search. Part of the office audience working on Windows and Edge searches on Bing, and Russian-speaking visitors search on Yandex. As a search engine marketing agency, we manage all three engines as parts of one account plan and give each a role and a budget share that fits its audience.
We use paid search to meet people who are already looking for your product or service on Google, Bing and Yandex, at the moment they search. The goal is to turn existing demand into sales and leads at the lowest cost, and to split the budget between engines by the extra conversions each one brings. Protecting branded searches from competitors is part of the same job.
Funnel stages it serves
Google Ads management across Search, Performance Max, Demand Gen, YouTube and App, with campaign types chosen by goal and accurate tracking.
Ads on Bing, partner search engines and the Microsoft Audience Network. A channel that complements Google Ads for desktop and B2B audiences.
ExploreYandex Direct ads on Search, the Advertising Network, Maps and Navigator. A channel that complements Google for tourism, real estate, medical tourism and Russian-speaking audiences.
Google Ads is the backbone of the account: Search, Performance Max, Demand Gen and YouTube sit in the same account, and most of the demand is there. Microsoft Advertising launched in Türkiye in February 2022 with Turkish language support and serves ads on Bing as well as partner search engines such as Yahoo, DuckDuckGo and Ecosia. Because it reaches office computers where Windows and Edge are the defaults, it has a distinct value for B2B and corporate services, and cost per click is usually lower than on Google.
Yandex has a small share, but it matters for certain audiences. For businesses that want to reach Russian-speaking visitors in tourist regions, real estate and medical tourism searches, or Yandex Maps and Navigator users, it covers people who are not on Google. For local businesses that need map visibility, we also look at Yandex Geo.
We do not allocate budget by each engine's market share. We allocate it by the cost of the next conversion on each engine. Once impression share on Google is full for brand and the most profitable keywords, meaning extra budget no longer brings conversions at the same rate, the next lira may work harder on Bing. If Google is still losing a lot of impression share to budget, it is too early to open Bing.
Since the Turkish Competition Authority proceedings, Google shows product ads in Türkiye only on the Shopping tab, not on the main results page. For e-commerce brands selling within Türkiye, we build Shopping campaigns for that tab and cover broad product searches with the balance between Search and Performance Max.
Google's older dynamic matching tools are merging into the AI Max for Search setting, and Microsoft opened AI Max to all advertisers in August 2026 and made it the default for new Search campaigns. We do not switch on settings that broaden matching until negative keyword lists and search term reviews are in place. Each week we use our competitor analysis to track the searches where competitors appear and you do not.
We recommend it
We don't recommend it
Metrics we track
What you need to get started
Official sources
To learn more about search ad formats, contact The Brand Move Search Advertising team today.
SEM (search engine marketing) here means paid search: ads on Google, Bing or Yandex that appear for the queries people type, usually paid per click, which is why it is also called PPC. SEO works on organic rankings instead. We plan both from the same keyword data, but this page covers the paid side.
Not for every brand. We do not recommend moving to Bing before your Google impression share is full. In B2B and corporate services, where desktop and office users carry more weight, it often makes sense to import the Google campaigns and start with a small test budget.
Hotels, real estate firms, clinics and medical tourism businesses that serve Russian-speaking tourists and foreign buyers. Local businesses that want to stand out on the map can also consider Yandex Geo. For most brands that sell only to Turkish users, Yandex is not a priority.
Yes. We pull cost from each platform and conversions from GA4 using the same definition, then combine them in one dashboard. That way each engine does not count its own conversions by its own rules; all three are compared on the same measure. The dashboard updates weekly, and we change budget shares in the monthly meeting based on it.
Google, in almost every case. We first set up measurement, the brand campaign and profitable keywords there. Bing comes next by importing campaigns that already work, and Yandex only if your audience includes Russian-speaking users and a Russian landing page is ready.
In a free call we review your search terms report, conversion settings and budget split, then send you the first three fixes in writing.
