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Thaum koj teeb koj cov kev sib tw, Google yuav tsim ib pawg rau koj. Cov no yuav ua tswj koj cov ads yooj yim. Ib pawg muaj ib pawg ntxiv, ib los yog ob peb keywords, thiab xws li sab match los yog kab lus match. Google teev koj keyword rau sab match kom cov neeg siv yuav hom nyob rau hauv koj keywords qhov twg. Feem ntau, Qhov no ua haujlwm kom tau qhov zoo tshaj plaws match. Koj yuav ces xav kho tus nqi nyem, nqi impression, thiab nqi tshaaj rau koj pob nyiaj siv thiab hom phiaj.
Tus nqi zoo tagnrho rau Adwords yog txiav txim tau los txiav txim koj phiaj ROI. Rau cov lag luam feem ntau, Tsib xees ib nyem yog txaus. Lwm txoj kev los qhia qhov no yog raug nqi tshaaj, Lossis 20% nyiaj tau los. To maximize ROI, Xav txog khaub lig-muag koj cov neeg muas zaub kom tus nqi nruab nrab ntawm txhua muag khoom. Yuav kom phiaj koj CPC, siv daim ntawv qhia txog kab zauv hauv qab no. Siv daim ntawv qhia no, Koj yuav txiav txim seb yuav twv rau txhua keyword thiab ntxiv.
Txoj kev zoo tshaj los txo koj CPC yog phiaj ntev-tail keywords. Cov keywords muaj tsawg nrhiav ntim ntim thiab yuav tsis nyiam irrelevant luag tshawb. Cov keywords kuj yuav muaj ib tug zoo score zoo dua, Nws yog ib tug indication ntawm relevance thiab ib tug nqi tsawg ib nyem. Adwords CPC yog raws li qhov kev lag luam uas koj nyob rau hauv thiab sib txeeb theem. Qhov sis tw koj kev lag luam, Qhov ntau dua cpc.
Muaj ntau txoj kev los teev CPCs, xws li automatic thiab manual bidding. Manual nqi-per-click bidding yog hom CPC. Txoj kev manual yuav kho tau qhov ntau CPC manually, whereas automated bidding siv ib software uas automatically adjusts qhov ntau CPC rau koj. Yog hais tias koj nyob nraum unsure uas txoj kev yog rau koj lub lag luam, Google muaj ib co tswv yim. Tab sis, txoj kev uas ib tug koj xaiv, Koj yuav tsum ua raws li cov kev pom zoo los ntawm koj lub koom haum Google-certified lub koom haum.
Them-per-click advertising yog raws li ib auction lawv. Raws li cov publisher teev them-per-click nqi, advertisers yog dawb xaiv uas ib suits lawv pob nyiaj siv zoo tshaj plaws. hais, Tus nqi ntau dua ntawm ib nyem, Tus nqi ntau dua tus nqi nyem. tiam sis, Koj yuav sib nrog koj publisher sib khom lus rau ib tug nqi tsawg dua ib nyem, Tshwj xeeb tshaj yog hais tias koj nyob nraum kos npe rau ib daim ntawv cog lus mus sij hawm ntev los yog daim ntawv cog lus.
Thaum nqi-per-click varies heev, Qhov nruab nrab rau ib zaug xwb nyem yog ib ncig $1 mus rau $2 Hauv Google AdWords. Rau cov zaub network, Nruab nrab CPCs muaj nyob rau hauv ib duas. Nyob ntawm qhov sib txeeb, Koj yuav siv tau ntau npaum li cas $50 nyem. Piv txwv, Ib tug qub txeeg qub tes tiag yuav siv tau $10000 mus rau $10000 Adwords txhua xyoo. tiam sis, Yog hais tias koj nyob nraum nrhiav ib tug neeg tshiab, Koj yuav siv tau li me ntsis li $40 nyem.
Koj yuav khaws cov nqi uas siv tsis zoo keywords hauv koj Adwords campaigns. Nws tseem ceeb heev uas yuav tsum nco ntsoov tias tsis yog txhua yam queries yog relevant rau koj cov kev sib tw, Li ntawd, koj yuav tsum ntxiv negative keywords rau koj pawg thiab campaigns. Yog hais tias koj nyob nraum unsure yuav siv cov keywords tsis zoo, nyeem rau ib kauj ruam-ntawm-kauj ruam qhia. Muaj ntau txoj kev siv negativewords hauv Adwords. Ntawm no yog ib co kev siv lawv.
Yog ib txoj kev zoo tshaj los nrhiav tsis zoo keywords yog ua ib Google nrhiav. Tsuas hom nyob rau lub sij hawm uas koj nyob nraum sim phiaj thiab saib dab tsi los txog. Koj mam li ces yuav tau ntxiv tej nqe lus uas tsis hais txog koj cov kev sib tw rau koj cov kev sib tw tsis zoo keyword. Yog hais tias koj nyob nraum unsure uas tsis zoo keywords ntxiv, Xyuas koj Google Nrhiav Console los yog analytics rau ib daim ntawv uas tag nrho cov keywords. Thaum koj twb ntxiv negative keywords rau koj cov kev sib tw Adwords, Koj yuav muaj ib daim ntawv uas unrelated ntxiv kom tsis txhob muaj.
Lwm txoj kev los txhim kho CTR yog siv tsis zoo keywords. Siv cov keywords tsis zoo yuav xyuas kom meej tias koj ntxiv tshwm sim rau cov ntsiab lus nrhiav cov ntsiab lus, txo cov clicks. Nws yuav tau ua kom cov kev faib ua feem ntawm cov qhua rau koj cov kev sib tw thiab txhim kho ROAS. Qhov kawg ntawm kev siv negative keywords yog tias koj yuav tsis tau them rau advertisements uas tsis phim koj cov khoom los yog kev pab cuam. Nws txhais tau tias koj yuav txuag tau nyiaj rau koj advertising pob nyiaj siv.
Siv cov keywords hauv Adwords yuav txuag tau koj lub sij hawm thiab nyiaj los thaiv irrelevant luag tshawb. Koj yuav tsim tsis zoo keywords uas yog li relevant rau koj cov khoom raws li koj muaj siab keyword. Piv txwv, Yog hais tias koj xav muag dawb hais txog cov khoom uas muaj mob, siv lo lus 'dawb'. Cov neeg searching rau kev kho mob dawb los yog hauj lwm tej zaum yuav tsis nyob rau hauv koj lub hom phiaj phiaj. Siv cov keywords zoo kawg thiab kom tau nyiaj tswj.
Nqi ib impression (CPM) Yog ib tug tseem ceeb metric khiav hauv internet advertising. No metric ntsuas tus nqi advertising campaigns, thiab feem ntau yog siv rau kev xaiv tsa. Nws yog ib txoj kev zoo kawg thiab khiav high-level awareness ntawm lub tuam txhab thiab txiav txim seb ntau npaum li cas twv rau ntau hom advertising. Feem ntau raug rau cov neeg raug tus mob no, CPM yuav siv tau los kwv yees cov kev sib tw zoo ntawm ib cov kev sib tw li cas. Aside ntawm yog ib qho tseem ceeb metric khiav, CPM kuj pab advertisers txiav txim seb platforms muaj zoo dua rau achieving lawv lub hom phiaj.
CPMs muaj ntau zog txij Q3 2017 Tab sis tsis muaj fluctuated npaum li cas txij thaum ntawd los. Thaj tsam li, advertisers them $2.80 Ib txhiab impressions hauv Q1 2018, ib tug neeg txo hwjchim tab sis khov kho kom. Raws li Q1 2018, advertisers them $2.8 ib txhiab impressions, txog ib duas ntawm Q1 2017. contrast, CPCs rau lub Google zaub Network tau rov qab rau $0.75 nyem, los yog hais txog 20 Xees ntau dua nyob Q4 2017.
Thaum dawb Ad impressions zoo dua cov uas them ntxiv, Tsuav yog tsis tsim nyog tus nqi. No “tsis paub” Tshawb fawb tshwm sim rau ib lub hauv paus txhua hnub. Qhov no txhais tau tias Google tsis twv seb ib searcher intent, Tiam sis nws yuav kwv yees tus frequency ntawm tej keywords, xws li “ntawv kho mob,” Thiab ces optimize nws ntxiv raws li cov keywords. Ces, advertisers tsuas them rau cov clicks lawv tau txais.
Thaum CPCs rau kev tawm platforms sib txawv, Tus nqi impression yog feem ntau tsis overly siab. Piv txwv, Facebook tus CPC yog $0.51 ib impression, Thaum LinkedIn CPC yog $3.30. Kev tawm platforms xws li Instagram thiab Twitter yog tsawg kim, nrog rau qhov nruab nrab CPC ntawm $0.70 mus rau $0.71 ib impression. Cov ntxiv no yuav tsuas tso tawm yog hais tias cov nyiaj siv yog refreshed txhua hnub. Li no, advertisers tsis tau txhawj txog overspends los yog siv ntau tshaj qhov lawv yuav tsum tau.
Yog ib qhov tseem ceeb tshaj plaws los xav txog thaum bidding rau advertising rau Adwords yog tus nqi tshaaj. Nws yuav ntau yam nyob qhov twg los ntawm ob peb duas las tsawg tshaj li $100, thiab qhov nruab nrab CPA yog $0.88. Yog vim li cas daim duab no yog tsawg vim advertisers feem ntau advertisers yuav tsis twv heev rau lawv advertisements. Piv txwv, yog nyiaj so koobtsheej thom khwm $3, bidding $5 Rau lub sij hawm ntawd yuav ineffective heev.
Thaum nws tseem ceeb heev uas yuav tsum paub ntau npaum li cas koj campaigns yog costing koj, Tej zaum yuav xam tau tias yog ib tug CPA raws li koj conversions. Seb los tsis yog ib conversion yeej tshwm sim yog nyuaj los txiav txim seb, Tiam sis nws yuav ua tau los ntawm tracking daim ntawv fills thiab demo signups. tiam sis, Yog tsis muaj universal txheem rau kev txiav txim nqi tshaaj, thiab txhua lub lag luam hauv internet yuav muaj ib yam khoom txawv, nqe, margins, kev khiav hauj lwm rau kev khia, thiab ntxiv cov kev sib tw.
Nqi tshaaj, los yog CPA, hais txog cov nyiaj uas ib advertiser qauv rau txhua conversion uas yog generated los ntawm lawv ntxiv. Qhov no hais txog kev muag khoom, nyem, ntaub ntawv, ntawv xov xwm subscriptions, thiab lwm hom ntawv. Advertisers yuav feem ntau sib khom lus no tus nqi nrog ad tes hauj lwm, Tab sis nws yuav tsum tau muab sau tias tsis yog txhua yam yuav pom zoo rau nws. Thaum koj muaj negotiated ib nqe nrog ib advertiser, Tus nqi tshaaj yuav txiav txim tau.
Nqi tshaaj yog lwm tseem ceeb metric khiav hauv txoj kev advertising. Thaum txiav txim siab siv nyiaj rau CPA, Koj yuav tau txiav txim seb nyiaj npaum li cas koj yuav tau siv los ua kom muaj ib muag khoom transaction. AdWords cov neeg siv yuav ntsuas tau qhov zoo ntawm lawv ntxiv los soj ntsuam ntau npaum li cas lawv raug nqi ntawd tus nqi conversions uas txhua generates. Tus nqi tshaaj yog feem ntau correlated nrog ib specific li cas channel, Li ntawd, qhov ntau dua CPA, Qhov ntau tshaj advertiser yuav nyiaj.
