Turkey Affiliate Marketing Guide: How to Run Traffic in the Land of Resorts, Cats and Coffee?

Turkey, a country historically bridging Europe and Asia, has always been a unique blend of cultures. Its strategic location has allowed it to absorb the best of both worlds.

In this review from Partnerkin, we'll explore how to target Turkish audiences, what approaches to use, what vertices perform the best and which creatives convert best in this unique market. So, grab a cup of Turkish coffee and let’s begin!

Demographics, economy, and internet in Turkey

As of the end of 2023, Turkey’s population stands at 85.3 million, with a fairly even gender split (slightly more men by around 700,000). The average life expectancy is 79 years, and the median age is 32. Turkey is highly urbanized, with over 77% of the population residing in cities.

Population and Internet Usage

• Official language: While Turkish is the official language, the country is linguistically diverse. Kurmanji, Zazaki, Arabic, Armenian, and various Caucasian dialects are also spoken across different regions. Only about 17% of Turks can speak basic English, and fluent speakers are rare. To effectively engage this audience, all your marketing materials should be translated into Turkish. Adding Turkish music can also boost your CTR.
• Currency: Turkish Lira (TRY). Due to recent inflation, 1 USD now equals around 33 TRY. The average salary in Turkey in 2024 is approximately 11,000 TRY ($335). However, salaries vary significantly by region:

- Istanbul: 39,000 TRY (~$1,207/month)

- Ankara: 20,000 TRY (~$619/month)

- Izmir: 4,608 TRY (~$143/month)

- Antalya: 5,040 TRY (~$156/month)

• Internet penetration: 86.5% of the population uses the internet, and a staggering 98.2% of them access it via mobile devices. Mobile traffic accounts for 73% of all online activity in Turkey, with desktop making up around 25.54%.

On average, Turks spend about 7 hours a day surfing the web, making social media and internet use a huge part of daily life.

Social media landscape

As of 2024, Turkey has 57.5 million active social media users. Instagram is the most popular platform, followed by TikTok, Facebook, Twitter, and WhatsApp. Here’s a breakdown of user numbers:

• Instagram: 57.1 million users;
• Facebook: 34.35 million users;
• TikTok: 37.73 million users;
• YouTube: Slightly more popular than Instagram with 57.5 million users.

Men make up 52.9% of social media users, while women account for 47.1%. Facebook and Instagram are top traffic sources, followed by PPC and ASO. One affiliate reportedly generated 14 deposits on Facebook using a basic strategy (PB2) in just three days.

Understanding Turkish users

When it comes to cultural nuances and interests, Turkish consumers stand apart from their Western and European counterparts. However, much like their European and Western peers, Turkish users are trend-savvy, passionate shoppers, and seekers of life's little pleasures.

Religion in Turkey

Islam dominates Turkey's religious landscape, with 99.8% of the population identifying as Muslim. This deep-rooted faith influences government policies, social norms, and laws, especially concerning sectors like iGaming, Sports, and Dating, which are heavily regulated.

Despite these strict regulations, Turkish society isn't uniformly conservative. Many locals adopt a more liberal interpretation of Islam and might find iGaming and Dating platforms appealing. According to Cultural Atlas, a significant number aren't practicing Muslims, opening the door for these industries to thrive. However, it's crucial to navigate these regulations carefully — ensure your marketing creatives are tasteful and subtle to prevent campaign rejections.

Love for luxury

Turkish consumers have a penchant for luxury goods, particularly electronics and mobile devices. This affinity makes Finance offers, eCommerce, and Sweepstakes particularly profitable sectors. Now, let’s explore the top-performing verticals.

Top-performing marketing verticals in Turkey

1. iGaming and Sports

Turkey’s iGaming market

Turkey’s gambling market, particularly online, is growing rapidly. In 2023, the country’s online gambling revenue exceeded $11 billion, including both legal and grey-market activities.

Turkey holds great potential for gambling traffic, with first-time deposit (FTD) rates rising. In fact, you can now earn up to $80 per FTD, depending on your traffic source, with a minimum deposit of just $2-4!

Online sports betting is especially popular, with around 7 million people aged 18 to 50 participating.

This growth is fueled by Turkey’s strong connection to sports, particularly football, the most popular sport for betting. The high internet penetration and social media engagement create a favorable environment for online gambling.

Gambling target audience (TA)

The target audience for gambling in Turkey is quite standard: men aged 25 to 45. It’s not worth focusing on women, as Turkey’s cultural norms make gambling less popular among them.

It’s also worth noting that Android devices, especially those using Android 9 or higher, perform better for gambling ads. One affiliate reported much better results after excluding devices running Android versions below 11. If your CTR is low, consider tweaking your targeting by adjusting age ranges or creatives.

Turkish games over tea, but we don't target those

What else to know about Turkish gamblers?

For Turks, gambling is often associated with social activities, like "games over coffee." Since medieval times, Turks have gathered in local cafés to play games like backgammon and chess while sipping tea or coffee. This tradition lives on today, and many Turkish online casinos have sections like "Coffee" or "Tea," featuring games designed for two players.

However, don’t target these games in your campaigns — focus on the more typical gambling content.

Approaches & creatives

Turks are proud of their culture and identity, so it’s crucial to use local elements in your creatives:

• Cultural elements: Clothing, local faces, and recognizable cultural symbols;
• Language and currency: Only use Turkish language and the Turkish Lira;
• Local brands and payment systems: Include familiar services, payment systems, and banks;
• Emotions: Your creatives should evoke strong emotions — make the audience feel the thrill of winning.

Turkish ads often feature attractive women, including non-Turkish models, which surprisingly perform well. Local celebrities’ endorsements also help boost trust. Players typically deposit using bank cards, QR codes, or payment systems like EcoPayz and MuchBetter.

What NOT to use in creatives:

• Explicit content: Avoid showing overly revealing images or videos, especially of women in swimsuits, as Turkish audiences react negatively to such content.
• Non-Turkish language or currency: Stick to Turkish and the Lira. While dollars can be shown, they should convert to Lira in your creative to avoid confusion. For instance, show a player winning in dollars but receiving their payout in Lira.

High-converting creatives:

• News-style creatives: While more expensive to produce, news-style ads tend to perform well. However, they are less common in Turkey, so choose wisely based on your budget;
• Reaction videos: Show regular Turks celebrating their winnings with lots of emotion. This classic gambling tactic works well;
• Gameplay demonstrations: Show the gameplay process with winnings being credited to a Turkish bank account, accompanied by Turkish music. This type of creative is the most common and successful.

Text in these ads is either minimal or consists of short, emoji-filled messages encouraging users to download the app and start playing.

Pro tip: To prevent your iGaming campaigns from being rejected, design creatives that are modest and indirect — sometimes a subtle hint is all you need.

2. Dating

The dating scene in Turkey thrives on communication and charm. Turkish users are open to engaging with dating platforms, especially when presented attractively.

Creating Successful Dating Campaigns:

• Use appealing yet decent images, such as portraits or evening dress photos;
• Feature models that reflect typical Turkish appearances (e.g., shiny black hair, bright hazel eyes) to resonate with the local audience.

3. Cryptocurrency

Cryptocurrency remains a hot topic in Turkey, with strong interest in BTC-related offers. However, it's a tightly regulated area, so ensure your campaigns comply with local laws. Focus on informative and success-driven creatives that highlight the benefits and appeal of Bitcoin without breaching regulations.

4. Utilities

Turkish users prioritize online safety, leading to high demand for antivirus software and system cleaners. Additionally, due to restrictions on iGaming and Cryptocurrency, many rely on VPNs, making Utilities a popular choice.

Marketing Tip: Avoid using fear-based messaging. Instead, present your utility offers as beneficial upgrades, enhancing device performance without alarming users.

5. eCommerce

With a strong inclination towards luxury and status symbols, Turkish consumers love to showcase their social standing through high-end electronics and fashion accessories. eCommerce campaigns featuring trendy smartphones or stylish accessories tend to perform exceptionally well.

6. Sweepstakes

Sweepstakes are incredibly popular among Turkish users, especially when the prizes are attractive and enticing. Ensure your offerings are shiny, catchy, and appealing to capture attention effectively.

How to create engaging creatives for Turkish audiences

General guidelines:

• Smooth and light: Creatives should be modest and smooth, promoting gentle engagement rather than aggressive messaging.
• Avoid offensive symbols: For instance, the "thumbs-up" gesture is offensive in Turkey and should be excluded from your creatives.

Sector-specific tips:

• Dating: Use decent, attractive images that reflect local beauty standards.
• Utilities: Focus on informative and beneficial messages rather than fear-inducing visuals.
• iGaming and sweepstakes: Emphasize fun and entertainment. Use images related to sports or luxurious prizes to attract users.
• Cryptocurrency: Share success stories and highlight the benefits of BTC in an informative manner.

Performance insights: Ad formats in Turkey

Understanding which ad formats perform best can significantly enhance your campaign's effectiveness. Here's a snapshot of how different formats fare in Turkey:

Impression and click performance

Push notifications lead with over 129 million impressions, followed by Onclick at 5.3 million. Interstitial formats are less common but can be effective when combined with other types.

Vertical efficiency by format

Onclick:

• Top Verticals: eCommerce, Utilities, iGaming
• Average CPM:

  - iGaming: $2.29

  - Utilities: $1.28

  - eCommerce: $0.97

Push Notifications:

• Top Verticals: eCommerce, iGaming, Sports
• Average CTR & CPC:

  - iGaming: 0.86% CTR, $0.020 CPC

  - eCommerce: 0.08% CTR, $0.011 CPC

  - Sports: 1.00% CTR, $0.022 CPC

Interstitial:

• Top Verticals: Utilities, iGaming, Sports
• Average CTR & CPM:

  - Utilities: 7.02% CTR, $0.001 CPM

  - iGaming: 4.81% CTR, $0.002 CPM

  - Sports: 2.49% CTR, $0.004 CPM

Key Takeaways:

• Push and Onclick formats are your best bets for high impressions and engagement;
• eCommerce shines across multiple formats, especially Push notifications;
• iGaming performs well across all formats but requires careful creative strategies to comply with regulations;
• Interstitial is most effective when paired with other ad types, enhancing overall campaign reach and engagement.

Final tips for success in the Turkish market

• Make It feel local: Make sure all your content is in Turkish and resonates with the local culture. This isn’t just about translation; it’s about making everything feel authentically Turkish;
• Subtlety wins: In regulated industries, gentle and refined creative approaches work better than aggressive ones. Keep it smooth and understated — it goes a long way;
• Know your audience: Whether it’s the images you choose or the tone of your messages, tailor everything to connect deeply with Turkish users. Pay attention to what they like and what speaks to them;
• Follow the rules: Always stay compliant with local regulations. This prevents your campaigns from being rejected and ensures long-term success. Play by the rules, and you’ll thrive.

By putting these insights into action and customizing your strategies, you can truly connect with the diverse Turkish market.

Conclusion

So, there you have it, your ultimate guide to winning over the Turkish market! Remember, it's all about making your brand feel like it's been a part of the neighborhood forever. Keep it local, keep it subtle, and always, always play by the rules.

Now that you understand the Turkish landscape, it’s time to start running your campaigns and take advantage of this growing market!