Traditional Ads "Failing"? How Turkish Airlines & Hepsiemlak Used Google AI to Achieve 65% & 37% "Growth"!

In 2024, the digital marketing field is undergoing a profound transformation led by artificial intelligence. According to the latest data released by Google Ads 2024, more than 78% of companies around the world have integrated AI technology into the core of their marketing strategies, among which Google Ads' intelligent tools have become a key driver in the transformation process. In this marketing revolution, Turkish Airlines achieved a 65% increase in conversion value through AI-driven advertising strategies, and Hepsiemlak Real Estate Platform achieved a 37% increase in conversion rate. Behind these amazing figures, it reflects the fundamental change in consumer behavior patterns-people are no longer satisfied with general advertising messages, but are eager to obtain highly personalized, timely and accurate product information. This shift in demand is forcing marketers to rethink traditional advertising strategies and embrace data-driven marketing models with AI as the core. This article will deeply analyze the technical breakthroughs of the three major AI tools of Google Ads, and reveal how to build an efficient AI marketing ecosystem through global brand practical cases.

I. The key role of artificial intelligence in modern marketing

1.1 Consumer demand and AI-driven marketing transformation

Consumers today are facing an unprecedented information overload environment, which makes the traditional "wide-net" marketing strategy increasingly ineffective. Data shows that modern consumers are exposed to more than 5,000 marketing messages on average every day, but only respond to those that are highly relevant to their needs. This phenomenon is particularly evident in search behavior - the average word count of Google search queries has continued to grow in recent years, reflecting users' desire for accurate information. In such a market environment, the application of artificial intelligence technology is no longer just a competitive advantage, but has become a necessary condition for marketing survival. Take KINTO's car subscription service as an example. The company successfully identified hidden demand queries such as "installment car" through Google Ads intent matching technology, opening up a new customer acquisition channel. This ability to deeply understand user intent is the core value of AI marketing that distinguishes it from traditional methods.

1.2 The core impact of first-party data on AI performance

It is a recognized fact in the field of marketing technology that the prediction accuracy of artificial intelligence is directly positively correlated with data quality. However, many companies often overlook a key point in practice: data from different sources have significant differences in the training effect of AI models. Google research shows that first-party data (data collected directly from customer interactions) is 3.2 times more effective than third-party data in improving AI advertising effectiveness. This is because first-party data has higher timeliness, accuracy and contextual relevance. The success story of Turkish Airlines proves this point. The company integrates first-party data from its membership program to enable AI models to accurately predict the booking intentions of high-value customers, ultimately achieving a 60% increase in conversion rate. It is worth noting that even if the amount of data is limited, as long as the right method is mastered, the potential of AI can still be realized - Google Ads' smart bidding algorithm only needs 15 conversion data in the past 30 days to start working effectively.

II. In-depth analysis of two major AI tools in Google Ads

2.1 Revolutionary breakthrough in intent matching technology

The traditional keyword matching method is facing a fundamental change. The latest intent matching technology launched by Google Ads has evolved from simple literal matching to contextual understanding. This breakthrough comes from the application of large language models. The system is now able to parse implicit intent in search queries and even understand cross-language relevance. For example, when a user searches for "budget-friendly laptops", the system will not only match ads containing synonyms such as "cheap" and "economical", but also identify related but literal queries such as "suitable for students" or "special for document processing". More noteworthy is its multilingual processing capabilities - when Turkish people living in Germany search in their native language, the system can automatically recommend German advertising content, greatly improving the accuracy of reaching cross-cultural markets. Empirical data shows that advertising campaigns that combine intent matching and smart bidding have an average conversion cost reduction of 23%, which is particularly valuable in the highly competitive e-commerce field.

2.2 Multi-channel application of artificial intelligence overview function

AI Overview represents a revolutionary change in search engine results pages. This feature not only changes the way users obtain information, but also creates a new display space for advertisers. In the summary information generated by AI, Google embedded selected advertising positions for the first time, allowing brands to reach potential customers in the most relevant information context. This "demand-satisfaction" advertising model has achieved a 47% increase in click-through rate compared to traditional disruptive ads. Turkish Airlines has successfully used this feature to provide relevant ads for flight upgrade services when users query "long-distance flight comfort tips", achieving a seamless connection between user needs and product advantages. In addition, AI Overview also has cross-channel integration capabilities, which can automatically adjust the advertising creative format to adapt to various display environments such as Discover and Gmail, greatly reducing the burden of material production for marketers.

III. Actual combat case: Global brand AI marketing success formula

3.1 Hepsiemlak real estate platform conversion rate leap

In Turkey's highly competitive real estate market, Hepsiemlak faces the dual challenges of identifying immediate needs and reaching potential customers around the clock. The company boldly adopted Google's Power Pair strategy, switching search ads to AI-driven broad matching mode, while setting "maximum effect ads" as the core conversion engine. This strategic shift has brought amazing results - click-through rate increased by 22%, conversion rate soared by 37%, and advertising expenditure increased by 140%, reflecting a substantial improvement in return on investment. More importantly, through AI creative optimization tools, Hepsiemlak successfully solved the problem of insufficient visual materials and improved the ad rating from "poor" to "excellent". Yasemin Ayna, the company's digital marketing manager, emphasized: "AI not only improves our advertising efficiency, but also redefines the customer acquisition model in the real estate industry. While the conversion cost has been reduced by 23%, we have discovered the correlation between high-value queries that were previously ignored, such as "mortgage comparison" and "moving services."

3.2 Koçtaş's cross-category audience expansion in the retail industry

As the leader of the Turkish DIY market, Koçtaş faces the dilemma of advertising management due to its large product line. Traditional advertising strategies are difficult to effectively cover potential buyers of thousands of products, especially non-professional users. By introducing  AI solutions, Koçtaş achieved three breakthroughs: first, using smart bidding strategies, the system automatically identified high-value home furnishing queries, such as "modern living room decoration", and associated them with relevant tools and materials; second, the "high-value new customer acquisition" function was enabled in the maximum effect ads, specifically targeting the home improvement group that did not consider DIY stores in the past; finally, through cross-category audience analysis, it was found that kitchenware buyers had a high cross-demand for gardening tools. This combination of strategies enabled Koçtaş to achieve a 125% increase in conversion rate in the second quarter of 2024. Digital channel expert Begüm Berber pointed out: "AI helps us break through the established thinking of the industry and discover the implicit connection between home life and DIY products, which takes months to discover in traditional marketing research."

IV. Topkee's Google Ads solution

Topkee's Google Ads solution is a professional digital marketing service system built on the Google advertisements  platform, aiming to provide corporate customers with full-process advertising management from strategy planning to execution optimization. The core advantage of this solution is that it integrates a number of patented technical tools and data analysis modules, helping customers achieve accurate customer acquisition and sales conversion through a systematic service architecture. In terms of practical operations, opkee will first conduct a comprehensive website evaluation and analysis, and use the latest website scoring tools to perform SEO physical examinations on the customer's official website. It will not only generate a detailed problem diagnosis report, but also make specific optimization suggestions for the page content structure to ensure that the website content not only meets the requirements of the search engine algorithm, but also provides valuable information to the target audience, thereby effectively improving the conversion efficiency of natural search rankings and advertising landing pages.

On the technical level, the TTO tool group developed by Topkee constitutes the central system of the solution. The system has a multi-account centralized management function and can handle complex operations such as account opening applications, media budget allocation, and advertising account permission settings at the same time. Its innovation lies in the ability to automatically complete the conversion event setting, and directly synchronize to the Google Ads backend through the API to achieve seamless connection between data tracking and optimization. Compared with traditional UTM parameters, Topkee's unique TM tracking module provides more flexible monitoring dimensions. It can customize tracking rules based on 12 variables such as advertising source, media type, creative version, etc. The generated TMID exclusive link can accurately capture the user behavior path of each channel, laying a data foundation for subsequent advertising effect attribution analysis.

In the advertising strategy formulation stage, Topkee's professional team will analyze from three dimensions based on in-depth industry research, product characteristics, competitive landscape, and audience portraits, and use AI-driven keyword expansion technology, combined with competitor vocabulary and semantic analysis models, to build a highly relevant keyword matrix. At the same time, it cooperates with intelligent bidding strategies and matching type optimization to ensure that advertising can both expand its reach and maintain ideal click quality. In terms of creative production, a hybrid mode of "AI generation + manual refinement" is adopted. The design team will produce advertising material combinations that meet the needs of each delivery stage based on real-time market trend data, including responsive search ads, multimedia display ads and other formats, and continuously iterate and optimize through A/B testing.

Conclusion:

Artificial intelligence is reshaping every aspect of digital marketing, from intent recognition to creative generation, from bidding strategies to cross-channel optimization. The global brand cases revealed in this article prove that AI-driven Google Ads strategies are no longer a future imagination, but an empirical method to improve market performance today. Whether it is Hepsiemlak's 37% conversion rate increase or Turkish Airlines' 65% conversion value increase, they all point to the same conclusion: the era of AI marketing has arrived. However, the key to success is not to blindly adopt the latest tools, but to strategically integrate data, technology and business goals. We encourage every marketer to start today, choose the most pressing business challenge, and try to apply the AI ​​solutions introduced in this article. For further professional guidance, please contact our consulting team for personalized AI marketing evaluation and implementation suggestions. In 2024, when digital competition is becoming increasingly fierce, let artificial intelligence become your most powerful marketing ally.

Appendix:

1. Official Guide to Google Ads AI Features
2. White Paper on First-Party Data Strategy
3. Performance Maximization Advertising Success Case Studies