Cases
Making “Gom Gom” the Next Craving in Turkey
Challenge:TAB Gıda, one of the largest quick-service restaurant (QSR) franchisors in Turkey, aimed to promote Popeyes Turkey’s new “Gom Gom” menu. The primary objective was to increase consideration for the new menu and attract a broad target audience across various channels.
38%
Lower CPC
71%
Higher conversions
22%
Higher ROAS
Approach:TAB Gıda decided to test Google’s “Demand Gen” campaign type for the new Popeyes Turkey promotion. The following strategies were implemented: Used Insights Finder for audience insights and followed industry best practices. Mixed the best-performing video and image assets with top-performing social media assets. Combined first-party data with Google’s AI-driven audience signals. Tested four different audiences using custom segments, interest and demographic targeting, and first-party data.
Partnering with SEM:The agency SEM assisted TAB Gıda in planning, launching, and managing the Demand Gen test to achieve their customer goals.
Results:The Demand Gen campaign successfully outperformed other campaigns and exceeded benchmarks across all key metrics. Compared to social media channels, the campaign achieved