How do you advertise on Hepsiburada?
You advertise on Hepsiburada through HepsiAd, the marketplace's advertising unit. The most common model for sellers is sponsored product ads: the products you choose get extra visibility in search results and category listings, and you pay per click. Brand ads and search-linked video ads are also available.
Setup is quick. The part that loses money is that a ROAS that looks healthy in the panel can turn into a loss once commission, shipping and cost of goods are taken out. This guide covers both the ad types and that calculation.
What is HepsiAd?
HepsiAd is Hepsiburada's retail media network. In a 2023 filing with the US Securities and Exchange Commission, Hepsiburada announced the relaunch of HepsiAd, with the stated aim of helping partners reach their target audiences with more efficient ad spend. The company's investor site describes HepsiAd as a service offering advertising technology to businesses on its platform and on other ecommerce sites.
For a seller, the practical meaning is simple: if you already sell on Hepsiburada, you don't need a separate tool or an outside platform to get your products seen beyond organic rankings. The ad system sits inside the seller ecosystem.
What ad types does Hepsiburada offer?
Names and scope change from time to time, so check the current options in the panel before you build a campaign. These are the models sellers come across most:
| Model | Where it shows | When it makes sense | Watch out for |
|---|---|---|---|
| Sponsored products | Search results and category listings | Speeding up a product that already sells | Won't rescue a weak price or poor reviews |
| Sponsored brands | Brand placements on search and listing pages | Promoting a range and the brand together | Hard to tie directly to sales |
| Search-linked video | Above results for chosen searches | Launches and sale periods | Needs video production and budget |
| Audience segment ads | Shoppers chosen by buying behavior | Reaching a specific audience beyond one category | Better suited to brand-level budgets |
For most sellers, sponsored products are enough to start with. The other models make sense for brands with awareness goals and larger budgets.
How do you set up a Hepsiburada sponsored product ad?
The interface details can change, but the order of decisions stays the same:
- In the seller panel, open the advertising section and create a new sponsored product campaign.
- Give the campaign a clear name and set start and end dates.
- Choose a daily or total budget.
- Pick the products to advertise. This is the step that decides the outcome.
- If you use automatic bidding, leave the settings alone for the first days so the system can collect data.
- After a week, check ROAS by product. Remove the ones below break-even and move budget to the ones above it.
On product choice we have a firm view: start with products that already sell organically, with high review scores and deep stock. Trying to revive a product that never sells is usually an expensive experiment; the problem is the price, the images or the reviews, not visibility. Where other sellers offer the same product, check that your price is competitive too. If the shopper your ad brings in sees a cheaper offer and buys there, your budget worked for someone else.
What ROAS is profitable on Hepsiburada?
A profitable ROAS depends on the margin left after cost of goods, Hepsiburada's commission, shipping and other fees. The formula: break-even ROAS = 1 / pre-ad profit margin. Here's an example (example only; commission rates vary by category, and VAT is left out for simplicity):
A product sells for 800 TL. Cost of goods is 360 TL, commission is 144 TL and shipping is 56 TL. That leaves 240 TL, or 30%, before advertising, so break-even ROAS is 3.33. For every 100 TL of ad spend:
| ROAS in the panel | Revenue from ads | Pre-ad profit (30%) | Net after 100 TL ad spend |
|---|---|---|---|
| 2.5 | 250 TL | 75 TL | 25 TL loss |
| 3.33 | 333 TL | 100 TL | Break-even |
| 5 | 500 TL | 150 TL | 50 TL profit |
Amazon Ads explains the same logic with ACoS: ad spend as a share of ad revenue, the inverse of ROAS. Your break-even ACoS equals your pre-ad profit margin. Our break-even ROAS guide shows how to work out margin product by product.
One more caution: some of the sales the panel credits to ads would have happened anyway, especially for products already ranking high organically. If you're unsure, pause ads on one best seller for a week and compare total sales with the week before.
How much should you budget for Hepsiburada ads?
Your first budget should be the smallest amount that produces enough data to decide. An example test plan: pick your five best sellers, give each 80 TL a day and run for 14 days. The test costs 5,600 TL. Products above break-even ROAS at the end earn more budget. Competition and click costs rise during big sale periods such as Efsane Kasım, the November sales, so run the test before that, not during it.
Hepsiburada ads or Trendyol ads?
The logic is the same; the differences are category and competition. If you sell on both, put the commission, shipping terms and organic ranking for the same product side by side on each marketplace. Give more budget to the one that leaves more profit at the same ROAS. We cover Trendyol's ad models in detail in our Trendyol ads guide.
Which mistakes waste Hepsiburada ad budget?
The mistake we see most is reading ROAS without commission. A ROAS of 4 feels comfortable, but on a 25% margin product that's exactly break-even. The second is advertising products that are about to run out. The third is forgetting that a customer won on a marketplace stays there: you don't get their email, and the second order still pays commission. Balancing marketplace ads with your own store is healthier in the long run.
Managing marketplace ads and your own store's ads in one profit table is a core part of our performance marketing service. If you advertise on Hepsiburada and can't see your real profit, you can ask Performetic for a free growth audit.
Key takeaways
- You advertise on Hepsiburada through HepsiAd, its ad unit; sponsored product ads are the best starting point for most sellers.
- Advertise products that already sell organically, with strong reviews, deep stock and a competitive price.
- Break-even ROAS = 1 / pre-ad profit margin; ROAS read without commission and shipping is misleading.
- Run your first test before big sale periods, with at least two weeks of product-level data.
- Customers won on a marketplace stay there; balance marketplace ads with your own store.